1. Safeguarding your Brand Investment Brand Protection By Vivekanand Matta

2. Introduction

3. Brand Protection in Online Media

4. Ad Verification Survey 2010

5. Brand Protection for Advertisers

6. Offers Brand Protection and risk management Firewall Control® to block non-compliant sites while ad serving Network Control® for ad networks to maintain Inventories Headquartered in New York

7. Firewall control Flowchart

9. Hate speech

10. Guns/Ammunition

11. Illegal drugs

12. Tobacco

13. Alcohol

14. Spyware / Malware

16. How is the content rated?

17. How is the content rated? Page 2

18. Provides online media verification BrandShield for blocking ads from running on non-compliant sites BrandAssure: Reporting tool to monitor publisher and ad network partners for non-compliance AdAssure: Verify geo-targeting, competitive collision, page placement, double-serving, section targeting Partnered with 10 of the top 15 ad networks and works with more than 100 of the Fortune 500 companies Headquartered in New York

19. Dual verification system DoubleVerify uses the following two technologies to verify publisher content

21. How the content is analyzed

22. Brand Protection Data through API Real time page-level assessment and content rating Continuously monitor changes of pages and page content Delivered along with real-time Contextual Data in same API call Doesn’t use text matching techniques, so not limited to websites in English

23. Brand Protection Tools for Publishers

24. ADMagic A Firefox browser plug-in that lets you analyze an ad’s performance right on the page where the ad is serving. It helps publishers to find and stop any problematic ad directly from their web pages. ADMagic will be able to detect all types of ads on a webpage. For ZEDO ads, only legitimate users will be able to see the ad details. For non-ZEDO ads, the ad call flow will be displayed. ADMagic may not work on Iframe ad types

25. Analytics of a ZEDO Ad

26. Ad Call flow in a Non-ZEDO Ad

27. Ad Inspector Tool “PubMatic Ad Inspector provides publishers with deep forensic information on all ads served on their Web pages. It instantly identifies which ad network or exchange served a particular ad and any ad networks that defaulted in the process. ” - PubMatic Features of Ad Inspector: Instant analysis of ad tags with the click of a button Can gather information of all text, image and video based ads on publisher’s page

28. Inventory Tools Publisher Monitoring daily email reports which provide snapshot reports and key diagnostic metrics for a daily overview of the brand safety of your network’s traffic Inventory Display to view, sort and filter images of your publisher pages by brand safety ratings, content category or date Email Alerts Notify media partners with inventory which does not comply with your network or content guidelines Dashboards To view email communications To maintain blacklist URLs To export daily traffic log along with content ratings

29. Adatrix for Advertiser Web page content rating (self / third party ?) How to extract info from web page? Manual verification (to block adult/offensive/illegal sites) Page crawlers Semantic filters Inbound / Outbound links Issue alerts and block ads from serving to fraudulent sites in case of defaulting Provision to view and manage alerts/emails Provision to add blacklist / whitelist URLs

30. Adatrix Ad request flow Demography Category filtering Adatrix Blacklist check Ad Call after bidding Advertisers Whitelist check Advertisers Blacklist check Self / 3rd party rating Ad Served

31. Adatrix for Publisher Dashboard to view all ads served on their web pages (with filters including date/time/zone) Provision to block unwanted ads Malware screening of ad / creative while uploaded

32. Thank You!