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Ad Digital Fraud Anatomy

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Fraud is an inherent behavior of the human being and a sector that suffers this scourge is the publicity where all the players in the advertising industry are affected.

We are facing environments where the security of a brand may be questioned by where it may appear or where a campaign whose goal is to reach a qualified user, appears in fake URLs, has clicks made by non-real users or generates false downloads of apps.

Fraud professionals have been sophisticated with technologies and robotization that allow more effective simulations but that make the advertiser reduce the effectiveness of their investment - sometimes - by almost 20%. According to some studies, if measures for its reduction are not put in place, in just 5 years the fraud can reach up to 150,000 million dollars.

But not only robots can be responsible. In the end, malpractice is always human.

The challenge is there and the enormous diversity of platforms, as well as the lack of consensus in the industry, not only at country level, but also continental and even global in terms of parameters that may oblige both, tools and publishers to be certified and audited. it makes its eradication to be almost an entelechy and that the industry in the search for transparency is coming together to combat these bad practices.

Within the initiatives of MMA Spain are educational events and documentation such as this “ebook”, made in conjunction with FaqFraud, first in Spanish last year and translated and adapted to English in 2019, which shares reflections of professionals in the world of advertising and the programmatic about what is it adfraud, types of frauds and recommendations for its detection and suppression.

We wish you enjoy your reading.

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Ad Digital Fraud Anatomy

  1. 1. 1 © Mobile Marketing Association Spain - 2018 SPAIN Ad Digital Fraud Anatomy Expert’s reflections
  2. 2. 2 © Made in conjunction with FaqFraud and edited by MMA Spain - March 2019 Some images have been provided by the authors and others acquired in Shutterstock Neither MMA Spain, nor FaqFraud are responsible for the opinions expressed in the articles published by the contributors present in this publication respecting the freedom of expression that is in line with the values ​​of MMA Spain and FaqFraud. SPAIN
  3. 3. 3Index Linicom - FaqFraud - “The Ultimate Taboo” Juan Antonio Muñoz-Gallego - Founder - FaqFraud & Chief of Strategy Business Development - Linicom Accenture Interactive - We humans as “algorithms” Nacho Carnés - Lead of Programmatic Marketing, Innovation & Thought Leadership - Accenture Interactive Introduction - Fraude is inherently human Elia Méndez – Managing Director - MMA Spain Juan Antonio Muñoz-Gallego - Founder - FaqFraud Reflections by MMA Spain members S4M - Trust and transparency Javier Plana - Country Manager Spain 8 5 29 12 7 22 Xaxis (GroupM) - The experience of using anti fraud tools on programmatic advertising Oscar Rodríguez - Managing Director 17 24 Reflections by FaqFraud members & collaborators AMNET Iberia & SSA - Adfraud - The digital industry biggest threat Rafael Martínez - DAN Programmatic Leader & Head Cayetano Chimeno - Prevent, detect and combat Adfraud Senior Advisor Programmatic Advertising EMMA - How to fight fraud in mobile advertising Antonio Sánchez - Executive Director 26 33
  4. 4. 4Index MMA Spain FaqFraud 54 52 Tappx - Programmatic Adfraud for dummies Santiago Soengas - Strategic Partnerships 45 Zeotap - AdFraud is also human Marc Ginjaume - Country Manager Spain & LATAM 37 49 Sunmedia - Media Spoofing: ads.txt for apps Álvaro Pastor - VP Operations International 41 Integral Ad Science (IAS) - Fraud in online advertising Benito Marín - Senior Account Manager Spain & Portugal
  5. 5. 5Introduction - Fraud is inherently human Dear reader, Fraud is an inherent behavior of the human being and a sector that suffers this scourge is the publicity where all the players in the advertising industry are affected. We are facing environments where the security of a brand may be questioned by where it may appear or where a campaign whose goal is to reach a qualified user, appears in fake URLs, has clicks made by non-real users or generates false downloads of apps. Fraud professionals have been sophisticated with technologies and robotization that allow more effective simulations but that make the advertiser reduce the effectiveness of their investment - sometimes - by almost 20%. According to some studies, if measures for its reduction are not put in place, in just 5 years the fraud can reach up to 150,000 million dollars. But not only robots can be responsible. In the end, malpractice is always human. The challenge is there and the enormous diversity of platforms, as well as the lack of consensus in the industry, not only at country level, but also continental and even global in terms of parameters that may oblige both, tools and publishers to be certified and audited. it makes its eradication to be almost an entelechy and that the industry in the search for transparency is coming together to combat these bad practices. Fraud, visibility, brand safety and transparency are topics to be considered in MMA, both globally and locally, which is why MMA Global has started the project called “SAVE”.
  6. 6. 6Introduction - Fraud is inherently human SAVE is a “Think Tank” specialized in “Brand Safety” created with the main participation of MMA partner marketers, where expert agencies and partner technological developers are also included with the aim of ensuring the safeguarding of brands in any marketing environment. Its Board establishes processes, programs, benchmarks and measures aimed at protecting the reputation of brands and their investment in marketing. Likewise within SAVE, working groups have been created for each of the actions that will be carried out linked to the safety of the brand, where fraud also has its chapter as to how to identify and neutralize it. At local level, MMA Spain is committed to transparency, participating in key groups such as the Advertising Industry Commission where all the key associations related to the marketing and advertising industries are present, as well as with strategic agreements, such as the one signed with FaqFraud - co-editor. of this ebook - a non-profit organization that constitutes a line of help to stop fraud in the digital advertising industry, made up of programmatic experts and leading companies from all over the digital advertising ecosystem. Within the initiatives of MMA Spain are educational events and documentation such as this “ebook”, made in conjunction with FaqFraud, first in Spanish last year and translated and adapted to English in 2019, which shares reflections of professionals in the world of advertising and the programmatic about what is it adfraud, types of frauds and recommendations for its detection and suppression. We wish you enjoy your reading. Elia Méndez Managing Director Mobile Marketing Association Spain (MMA Spain) Juan Antonio Muñoz-Gallego Founder FaqFraud
  7. 7. 7 Reflections by MMA Spain members SPAIN
  8. 8. 8 Nacho Carnés Lead of Programmatic Marketing, Innovation & Thought Leadership We, humans as “algorithms” SPAIN
  9. 9. 9We, humans as “algorithms” After working in the advertising and Internet industry and focusing on digital marketing, digital strategy & paid media, measurement, attribution & contribution, optimization & budget distribution, for the past 20 years, I believe that Adfraud is an important problem occurring in the Internet industry for several years, and that it will certainly become a key topic in 2019. Furthermore, I also believe that its truth is something that must be explained and clarified to the industry, especially to marketers and brands, in order to let them make their own decisions. Collection and hosting non-human traffic data in the DMP (Data Management Platform), is not the best practice. I definitely believe that it is not good for the attribution model and its improvement, and certainly not for the strategic and tactical performance. Therefore, we have to move towards an approach that will help marketers and brands to not only identify and gain reports about non-human traffic, Adfraud, but to also support and assist them in blocking, combating and preventing it from occurring. Non-human traffic percentages depend on the country as well as its market size and maturity. For instance if we look at Europe and compared Spain and Portugal to other European countries, such as the UK or Germany, we can come to notice and confirm that the percentages of the Non-Human Traffic in the south of Europe aren’t significantly high at around 5%. However, according to the most trusted and popular provider of marketing measurement software, data, and analytics that authenticates the quality and effectiveness of digital media in Spain, the percentages increased by 45% in the past six months. Big companies and brands, especially the early adopters, are moving towards a more complex and sophisticated ecosystem in which bots, AI, and machine learning are helping human teams and enterprises to improve their processes and capabilities, and to optimize time and resources while reducing cost and risks, but also creating better user experiences. So, of course, we find fake bots in the Internet, but some of them are also “Good” bots. Bots created by the enterprises as additional tools to support and influence in the achievement of their strategic and tactical targets during the users purchase processes.
  10. 10. 10 Bots are and will be in our lives, and both bots and us (Humans) are part of the Internet ecosystem and live together in the Internet. This might be something that people aren’t already realising, but we are starting to automatize some of our daily tasks and several other aspects of our lives. It is probably that almost actually we are starting to use bots to book a flight, to reserve a table at a restaurant, to do bank transfers, to suggest me what dress to buy, or recommend me what to do for the weekend, and a lot more. Maybe we will also become just in a Bot, and have both Human Personality and virtual DNA being me, being the same. We Humans as “Algorithms”. From my point of view, Bots are now being conceptualized and created to support the enterprise strategy, to optimize the management of its users and clients experiences, and to minimize cost getting the efficiency, all for the company interests (supply side). However it is not really for the user benefits and interests. Therefore, we surely need to change and adjust its dimension and perspective. We must turn current bots into a new generation that work and support me (being myself), bots that work for me personally and my own individual human interests, desires and wishes. By doing this, these new generation of bots would minimize my risk and efforts, making me possibly be in a more secure and safe environment throughout my life and experiences, and even assuming measurable responsibilities in specific “ugly” situations. Following this approach, maybe enterprises must start thinking different. To continue working on ways to communicate, generate brand awareness, and build experiences in the right Human Users, and building ways to interact with these new generation of so called “Human” Bots. For example, nowadays Marketers, Developers and Web Designers work together and collaborate to create accessibility and positive user experiences within the websites or Apps - Front-Office, is conceptualized and created for Humans, and Back-Office for Robots (such a Google Robot). By which I mean that enterprises will have to work in order to create ways, forms, Bots, . . . oriented to interact and have regular interactions with these “Humans” Bots (Virtual DNA) of the Human Users (Delegated Human Identity) that maybe could be allowed to do purchases. And to finalize and clarify: of course it is important to integrate the Non-Human Traffic Data generated through the interactions between Humans and these “Good” Bots and next generation of “Human” Bots (controlled Non-Human Traffic Data), into the DMP, as we actually do with data coming from sources like web and app analytics tool, Ad Server, CRM, Call Centre, . . . Moreover, it is equally relevant to also take them into consideration in and for the current Data-Driven Attribution Models. We, humans as “algorithms”
  11. 11. 11 Accenture solves their clients’ toughest challenges by providing unmatched services in strategy, consulting, digital, technology and operations. They partner with more than three-quarters of the Fortune Global 500, driving innovation to improve the way the world works and lives. With expertise across more than 40 industries and all business functions, they deliver transformational outcomes for a demanding new digital world. Nacho Carnés Lead of Programmatic Marketing, Innovation & Thought Leadership - Accenture Interactive We, humans as “algorithms” Degree in Information Sciences, in the specialties of Advertising and Public Relations, also Specialist in Advertising Management, and Master in Data Mining & Marketing Intelligence. 20 years of experience in Marketing, Research, Advertising, Digital Marketing, Digital Strategy, Data Strategy, Measurement and Attribution (Site Centric, Ad Centric, CRM Centric); co-author of the White Paper on Electronic Commerce and the INKS2015 Guide. Currently and since the end of April 2017 I work as Lead of Programmatic Marketing, Innovation & Thought Leadership in Accenture Interactive, and previously for companies such as Kaspersky Lab, Yahoo !, COLUMBIA TRISTAR FILMS, G DATA, ROI UP Agency, Globalia ( & Halcó, or Netthink-Carat among others. I have lived in Spain, in Germany and Holland, and I have worked from the side of the Advertiser, the Agency, and the Environment, from the Strategic Planning side, from the Strategic-Creative Conceptualization, and from the Planning and Purchase of Media. In 2008 I also started my collaboration as Professor and Speaker on different areas of Digital Marketing in ESIC, ICEMD, Francisco de Vitoria University, KSchool, and ESADE among others, activity that today I combine with my current position in Accenture.
  12. 12. 12 Juan Antonio Muñoz-Gallego Founder FaqFraud Chief of Strategy Business Development Linicom “The ultimate Taboo” SPAIN
  13. 13. 13“The ultimate Taboo” As with everything that is taboo, advertising fraud generates economic, brand, business and even legal harm that many people try to avoid talking about. In Linicom we know that it is difficult but it is necessary to solve it. FaqFraud was created to break that taboo and talk about it. And. Of course, actively fight it sharing knowledge about practices, tools and all need to not keep feeding easy the bots. The first aspect, it’s the economic damage; although I am not able to provide a figure of fraud because it would mean that we are able to detect it completely. And it’s not. New figures released today suggest that advertising fraud will cost brands $ 16.4 billion worldwide this year, and is almost 20 per cent of total spending on digital advertising in 2016 (Source https: //www.cnbc .com / 2017/03/15 / businesses-could-lose-164-billion- to-online-advert-fraud-in-2017.html). A second important aspect, the brand damage, because probably with techniques such as domain spoofing, your brand is placed in a site that can be related to illegal downloads, adult or even worse. The Ultimate Taboo Why the hell can’t we talk about it? And a third one, the damage to thebusiness,becausefraudulent networks do with fraud in the attribution of leads infecting you business intelligence and data. And many or your organic leads or sells are assigned to someone who has not done it, and maybe your infected data redirects more investment to that network that in some cases it has even shown our ad. In addition to corrupting our internal data to make strategic advertising fraud will cost brands almost a 20% of total spending on digital advertising decisions, something that puts a business in serious risk. Last but not least, a legal damage, because behind many of these fraudulent networks there are other illegal businesses and economic funds would be being provided to these mafias. The world of digital and programmatic advertising is not an option, as other businesses have changed and there is no going back (uber, airbnb, netflix, ...), this change must be handle efficiently.
  14. 14. 14“The ultimate Taboo” 1 3 6 2 5 4 7 8 Keep your guard up Wherever there is a large investment, it is a call to the bad guys Transparency, is key to remove the biggest advantage of adfraud, being in the dark. For this, there are several techniques: ads.txt / ads. cert, blacklist/whitelist, Transparent Programmatic Direct, No walled gardens where we don’t have information, for example. Data - In the absence of quality seals, have partners with the highest possible certification. Applying audience and data to campaigns requires more investment and as we have talked about it makes it a call to fraud. Analyse the real KPIs of the business In many cases, the DMP can help identify where fraud is. Validated and audited tools Equip yourself with fraud detection tools backed by MRC and third- party audits. Partners Ask your partners to work actively against fraud. And that the tolerance to fraud is 0. Training train your team to be prepared And follow FaqFraud And the key to this comes from outside the advertising world, possibly the CEO of advertisers. It is important to work with those key pieces so that the objective is achieved and that the programmatic advertising investment multiplies by a lot in the coming years. As well as protect from all damage to those businesses. Recommendations
  15. 15. 15 Linicom, the next generation of video engagement. 2019’s largest global technology provider of video page views increase. FaqFraud is a non-profit alliance with the mission to stop fraud in the digital advertising environment. FaqFraud was established by key companies throughout the digital advertising funnel and its sole mission is to provide full support to all companies that need assistance in aspects related to digital advertising fraud, brand safety and transparency. Juan Antonio Muñoz-Gallego Chief of Strategy Business Development - Linicom Founder - FaqFraud He has developed his entire professional career in the field of mobile and entrepreneurship. Encompassing especially the world of Digital Strategy, Advertising and Mobile Monetization. Ex President of the Spain Mobile Marketing Association, participating in the Infoadex technical committee and member of the board of directors of the Mobile Marketing Association (MMA) Spain. “The ultimate Taboo”
  16. 16. 16 Javier Plana Managing Director Spain S4M Trust & transparency SPAIN
  17. 17. 17Trust & transparency I recently read a story about two big Chinese companies dedicated to the world of application downloads that were caught ‘cheating’ by using techniques such as click spamming to obtain illegal downloads. I had worked with one of these companies back when I was in a London agency and, from the very first moment we saw that their results were suspicious. It’s not possible that thousands of reported clicks only generated a few dozen downloads. You don’t have to be an expert in digital performance or understand mobile advertising to know that, if someone clicks on your banner, it is because you they’ve liked your ad and are curious or because they’ve liked the app and want to download it, so you expect to see a proportional number between the number of clicks and number of downloads. In any case, if you know a little about the mobile ecosystem, you will know that there are accidental clicks in which users do not intend to go to the destination site, but to close the ad on their screen. Assuming the percentage of accidental clicks and clicks of curious people who don’t download the app in the end because it is not what they expect, the conversion between the number of clicks of this player and the number of downloads generated was meaningless and we continued to see a volume of clicks that was too big for so few downloads. The problem was that those few downloads accounted for the total that we had paid for. What a coincidence, that they could always generate the number of downloads we had paid for and also at a very low ‘Cost per Download’. This was becoming a snowball, because the more you have the more you want, and the advertiser always asked for more and didn’t understand that we were both feeding this monster that we call ad fraud. Although this experience is closely related to the world of downloads, my first piece of advice to fight ad fraud in this world — as well as geo-localisation or any type of digital communication - is that both advertisers, agencies or any player who invests in digital advertising analyse the results of their campaigns — and even more when in the case of performance campaigns — and use a professional logic and rigour, thus not feeding ad fraud when they want to reach the target audiences any which way. This is easy to say, but you don’t always have time, resources and specific knowledge to analyse the
  18. 18. 18Trust and Transparency Media Rating Council Accreditation MRC is an organization that conducts yearly external audits to guarantee VALID, RELIABLE and EFFECTIVE audience measurement services We don’t want to waste time and money due to a mediocre media supply chain. P&G will only adopt MRC standards. Marc Prichard, P&G’s Chief Brand Officer (March 2017) 6 months of audit with an independent company The ANA is urging the seven main advertising platforms to allow independent audits to the MRC (March 2017) Yearly renewal audit •  Activity continuity plan •  Risk assessment process •  Invalid general traffic detection •  Incident communication process •  Project management process •  Docs about methodology/Help Desk Internal processes improvement 1st. accreditation: 18 months y 2500 hours 800 hours dedicated internally to the accreditation of the MRC results in detail. Besides, it’s not always easy to discover patterns as clearly as we saw them in download campaigns; that was why we used technologies like the one that has found these Chinese players and that make the analyst life easier. My second piece of advice is to implement such technologies, be it for download campaigns — such as ad fraud technologies, viewability and brand safety — or for the rest of the digital campaigns. Any cost in this sense will really result in a greater trust, thanks to transparency. Many may say that ad fraud techniques are becoming increasingly sophisticated and that it’s difficult to detect them; yet, technologies to combat this great threat are also more advanced. Let’s flee from alarmism: let’s be positive while being rigorous. Generally, companies that invest in detecting bad practices conduct audits of the entire process, in order to obtain accreditations from organizations such as the MRC (Media Rating Council). The MRC is a non-profit organization established in 1963 in the United States. In Spain it’s not well known yet, but in the USA its accreditation is a ‘must’ for any player who wants to get the investment of advertisers or agencies to do their campaigns.
  19. 19. 19Trust and Transparency Ensure valid, reliable and effective audience measurement services for the media industry and related users. Evolve and decide on the dissemination and ethical criteria of media audience measurement services. Provide and run an audit system designed to inform users on whether such audience measurements are made in accordance with the developed criteria and procedures. The Media Rating Council (MRC) Goals Rigorously analyse the data of your campaigns Use certified technologies of analysis and detection of ad fraud, viewability and brand safety Work with partners that offer such an MRC accreditation 1 2 3 If you want to go beyond data analysis and the implementation of technologies to fight the threat of ad fraud, my third piece of advice is to also work with partners that offer guarantees such as the MRC accreditation. This accreditation by a trusted third party guarantees that advertisers and media agencies that work with accredited partners only pay for metrics that respect the standards established by the MRC and the recommendations by the MMA (Mobile Marketing Association) and the IAB (Interactive Advertising Bureau). For a company such as S4M, our first MRC accreditation in 2016 entailed months of audits and several hundred hours of work. It’s a complex process that requires a lot of time, especially for the product team. That’s why we are proud to say, once again, that we’re one of the main international players in terms of accreditation, as we’re able to provide the level of assurance required by the MRC to the brands and agencies we work with.
  20. 20. 20 S4M – Leading provider of drive to store technology, for the third year in a row, it has renewed its accreditation through the Media Rating Council (MRC) for HTML5 mobile web, rich media impressions served and clicks and for post-click metrics landings, facilities, and openings of applications. S4M remains being the only mobile vendor accredited by the MRC for post-click metrics. S4M has created an open technology that allows the advertiser to manage, measure and optimize in real time incremental visits to physical and online points of sale. S4M guarantees brands transparency and total autonomy, from online impressions to conversions and depends only on data obtained with the explicit consent of the user. Founded in 2011 by pioneers of mobile marketing, S4M has an international presence and provides its services to more than 600 advertisers from all over the world. The company has more than 160 employees spread across its offices in the United States, Europe, Asia Pacific and Latin America. For more information: Javier Plana, Country Manager Spain S4M Javier has been dedicated to Mobile Marketing for more than 10 years. He is the General Director of S4M Spain and member of the Board of Directors of the MMA. Most of her career has been lived in London both in the agency part in Havas Media and M & C Saatchi Mobile and in the adtech part in YouAppi and Smadex. He loves the past, present and future combination. Respect, admire and take into account the past, our roots, our history and all the good things achieved to this day, love the present we live in, a present of great changes that we need to know how to adapt and passion for the future, full of lack of knowledge and opportunities at the same time. Trust and Transparency
  21. 21. 21 Oscar Rodríguez Managing Director Xaxis (GroupM) The experience of using tools against fraud for programmatic advertising SPAIN
  22. 22. 22The experience of using tools against fraud for programmatic advertising The experience of using tools against fraud for programmatic advertising While in our case (Xaxis-GroupM Spain), after making several tests, we have detected that the fraud percentage that we suffer is 0.03%, when the global average is close to 9%, the truth is that advertising fraud is, unfortunately, like piracy. An evil that lurks in the digital environment. When an illegal downloads website is closed, new ones are already being made. And it forces all players, which work in advertising and digital communication, to put all the anti-fraud tools on the table to prevent different types of fraud. How do we get an almost invaluable ratio of 0.03%? Initially we started using a white list of media to avoid appearing in unwanted websites. Then we started to use pre-bid solution (provided by Integral Ad Science) for ensure that, despite appearing only on premium websites, we have the guarantee that the content is safe for the advertiser and its brand. Despite putting these two ‘firewalls’, we have suffered some issues (minimum incidences) due to “Domain Spoofing”, which consists of masking a URL to impersonate any other website. Until recently there was no solution to avoid the ‘ Domain Spoofing ‘. We were able to monitor it, but the pre-bid solutions could not prevent that advertising appear in a domain that was impersonating any other website. Today there is a solution called “post-bid firewall”, which detects that the false domain is being passed through a secure domain and doesn’t make the request to the ad server to show the ad. The impression is counted in our DSP (Demand Side Platform), but is not counted on the advertiser’s ad server, so the cost doesn’t impact on advertiser’s side, because the impression never was shown. From a technical point of view, digital advertising is a complex business, and we will have to keep working without lowering our guard to avoid new forms of fraud. Media White list Integral Ad Science pre-bid solutions Post-bid firewall Guaranteed KPIs
  23. 23. 23 Xaxis is ‘The Outcome Media Company’. It is a GroupM’s programmatic buyig unit. GroupM is the head of the media agencies of WPP, which manages 31% of the global investment. GroupM is the only company in the media and communication sector in Spain to obtain, for five years in a row, the label ‘Top employer’ and the only one to be present in the Top100 of the best Spanish companies to work. GroupM media agencies are Mindshare, MediaCom, WaveMaker, Mediterránea and M/Six, each of them with global operations and leading positions in the advertising market. Our positioning and commitment are to work based on outcomes, with a KPI guarantee, so clients for whom we work don’t have to worry about the complexity that is behind programmatic advertising. We try to make everything easier, understandable and safe, in response to a clear commitment and requirement of Brand Safety & Viewability Óscar F. Rodríguez - Director General - Xaxis (GroupM) Óscar has an extensive knowledge of the Spanish digital advertising market. Bachelor in Economics from the Autonomous University in 2000. Master in Direct and Interactive Marketing at ESIC 2004. 12 years in Grupo Prisa linked to the digital advertising department as Director of digital advertising product development (August 2000 - July 2012). In GroupM since July 2012 and for 4 years, he has performed functions as Head of Mobile and between March and September 2016, he has been the Head of Sales of XAXIS Spain (Programmatic Purchase Unit of GroupM). Currently and since October 2016, he is the “Managing Director” of Xaxis Spain (XAXIS Audiences + Light Reaction). The experience of using tools against fraud for programmatic advertising
  24. 24. 24 Reflections by FaqFraud members & collaborators SPAIN
  25. 25. 25 Rafael Martínez DAN Programmatic Leader & Head AMNET Iberia & SSA AdFraud The digital industry biggest threat SPAIN
  26. 26. 26AdFraud - The digital industry biggest threat We are facing a phenomenon that goes back almost to the beginning of the Internet Advertising and is something that far from falling behind, has continued to grow. It means, according to some sources, a problem of about 50 billion dollars. However, the industry and we as DAN, have carried out actions that allow to put an end to one of the biggest tares in the Internet industry. The relevance of the problem has also led the Advertising Industry Commission in Spain (CIP) to get down to work and work on a document / guide to shed light on the entire industry on the Ad Fraud, in which it consists, the different forms of fraud, recommendations to act against it and definitions. Hoping that it will allow all the players involved to be on the same page and create a common front to combat it. The COMMISSION OF THE ADVERTSING INDUSTRY OF SPAIN (CIP) is working on a document / guide on the Ad Fraud; Brand Safety & Transparency guide, that explains the different forms of fraud, definitions and recommendations to act against it. The disintermediation that the programmatic purchase has brought has led to an increase in fraud due to the difficulty in many cases to identify the origin of the traffic, although it is true that in our case from DAN we have put all the instruments and actions to minimize the possibility of fraud. In this sense we work with verification tools that allow us in pre- bid and during the development of the campaign not to access impressions of dubious reputation. We work with whitelists in which we include premium partners. On top of these measures, we work on a recurring basis, in reports that allow us to detect signs of fraudulent practices, eliminating immediately those sources that do not proceed correctly or that carry out activities that suggest some type of fraud. On the other hand, I think that the Industry should work on a certification that will help the partners with whom to increase the information about the inventory and the resellers they are working with, a clear example are the extensions ad.txt and ad.cert. That means that they do not carry out bad practices and implement all measures to prevent fraud. At industry level we should work on a certification that will help partners with whom we work nor to carry out bad practices and implement measures to prevent fraud.
  27. 27. 27 Of course, we are talking about voluntary actions, but for sure it will help to minimize and stop the fraudulent actors. Something similar to what was done with the “Confianza Online” certification on transactional sites. We are at a key moment in the evolution of the advertising industry, not only in terms of digital, there must be a total union in the industry to eradicate or minimize fraud, in this way we will all get benefits from it. Amnet is the programmatic division of the DAN Group, with presence in more than 37 countires and with more 500 professionals. With a vision of putting data up front, we help our clients to be closer to their audiences, developing programmatic and data strategies, as well as the activation and management of them. The development of AMNET Audience Center (AAC) allow us to help brands to better know their consumers and be more efficient in communication.. Rafael Martínez DAN Programmatic Leader and Head of - Amnet Iberia & SSA I am a “rara avis” because I studied Biology, although I joined the Digital Marketing industry more than 16 years ago. To have a better vision of the behavior of companies (my specialty was ecosystems ...), I completed my training with an MBA (IESE). In the digital industry, I have spent most of my time on the side of the Agency, working on Havas, WPP, Publicis and now on Dentsu Aegis Network. Even so, I also have the client’s perspective, since I worked for 3 years in Vodafone. I have been completing my experience while I was in Digilant (independent Trading Desk) for 2 years, leading the operation in Spain. Right now I am responsible for the Programmatic Team of the DAN Group for Iberia and SSA. AdFraud - The digital industry biggest threat
  28. 28. 28 Cayetano Chimeno Senior Advisor Programmatic Advertising Prevent, detect and combat Adfraud SPAIN
  29. 29. 29Prevent, detect and combat Adfraud Ideas to prevent, detect and combat Adfraud Fraud has always existed in a wide range of different business. We talk about AdFraud in online marketing since digital advertising was born . However, we began to talk more about it since digital has become the second in terms of advertising spend and is on track to become the first, especially with the growth of the connected TV. The Martech ecosystem is becoming more sophisticated every day We are currently facing an ecosystem in which technology is becoming more sophisticated and complex every day and where the number of Martech companies has grown exponentially. Only in a 6 years period the number of companies increased from around 150 in 2011 up to 7.000 in 2018. Source: Marketing Technology Media LLC Source: Juniper Research This situation has caused that Adfraud systems have also become more sophisticated and that AdFraud figures have grown to worrying levels in the United States, a country that we usually use as a reference to see global trends. Revenues lost due to fraud could reach 30% by 2022 in the US We estimate that 14 billion US dollars were lost in 2017 due to fraud and that the current evolution could increase this figure to 44 billion.
  30. 30. 30 Taking into account that digital investment in the US in 2017 amounted to 83 billion, we could consider a 17% of Adfraud. And considering the trends, Adfraud could reach a 30% share for US market in 2022. Source: eMarketer How to prevent, detect and combat Adfraud This new scenario pushes us to use different resources to prevent, detect and combat adfraud. We think that zero fraud is almost impossible, but being able to reduce it to less than 1% or 3% should be possible. Here are some ideas: Select your partners carefully When selecting an adexchange technology to buy or sell, it is strongly recommended to look for certified partners that ensure quality in three ways: combat ad fraud through clean practices such as the use of ads.txt to eliminate the domain spoofing (masked domains), promote brand safety environments through rigorous technical and human quality control procedures, and finally, avoid the use of intrusive creatives that lead the user to activate adblockers. Use AdVerification tools There are different tools on the market that can monitor our activity to help us detect adfraud and make decisions. Legal Agreements: read carefully before signing a contract Each agreement with each partner must be legally supported with a realistic contract, adapted to a realistic situation and should obliges the partner to respect a perimeter of action. Prevent, detect and combat Adfraud
  31. 31. 31 Choose good quality websites and pay the right price Since the beginning of the “programmatic era”, the “user centric” strategies have been given a lot of value: “find the right user, at the right time and pay the minimum price for it”. We must not disregard the importance of the environment, and consider “site centric” strategies. We should choose a good selection of the websites where we will run our campaigns and we should give a high value to those that are also involved in offering a clean and high quality experience to the user. This will take us away from Adfraud, although we must be willing to pay higher CPMs. Perhaps direct response short-term KPI´s should be modified and we should take care of other KPI’s related to our brand’s perception on the internet. Team of professionals: quantity and quality matters Companies must create teams of people with a right knowledge of technological solutions. The team should know about Adfraud practices and should have time enough to do their analysis and to put implementations in place. Cayetano Chimeno has a more than 12 years’ experience in the Digital Advertising business, 6 of them specialized in Programmatic Advertising. His most recent experience has been as Head of Programmatic & Data in Grupo Zeta, Spanish premium publisher. Previously, he was the Country Manager for Spain at JustPremium, adexchange of high impact ads. Currently, he is working for Rubicon Project and Viralize to strengthen its presence in the Spanish market and collaborates with schools like ICEMD/ESIC and The Valley as programmatic professor. Cayetano Chimeno - Senior Advisor Programmatic Advertising Prevent, detect and combat Adfraud
  32. 32. 32 Antonio Sánchez Executive Director EMMA How to fight fraud in mobile advertising SPAIN
  33. 33. 33How to fight fraud in mobile advertising At EMMA we have been working since 2012 exclusively in App Marketing and we have become witnesses of how professionals have realized the growing problem that fraud in advertising represents. However, we often find that many professionals in the sector lack the necessary knowledge to identify fraud, much less to know the options that exist to fight it. Therefore, in 2018 we join this initiative for the common good of the sector of communication: educating and preventing professionals from this problem that affects the entire mobile ecosystem; talking loud and clear about Fraud in Mobile Advertising. We firmly believe that the first step in the fight against fraud begins with collective conscience. Only then, we can find transparency and efficient for all the actors involved in the industry: advertisers, Ad- networks, consumers, etc. Although we are all potential victims of fraud techniques, advertisers take the worst part without question. The large investments in advertising that attract scammers mean that a high percentage of the budget allocated is lost. As we can imagine, we are not talking about losses of thousands of euros but of millionaire losses, every day. Reason why we need more initiatives and tools to stop it now. “We firmly believe that the first step in combating fraud goes through the collective conscience.” “Although we are all susceptible victims of fraud techniques, the worst part is, no doubt, marketers.”
  34. 34. 34 How do we fight against fraud? After investigating the advertising fraud and the most common techniques developed by fraudsters, we have built an algorithm based on 5 master rules: Detects the injection of a second click between the original click and the installation. This way, we avoid that the scammers appropriate of a download that they did not generate. Click hijacking This rule is based on the observation of the duration from the click until the App is installed. When it last less than few seconds, it is probably fraud. Time-to-install When a significant volume of installations is carried out at certain times in the early morning, they are likely to have been generated by fraud. Time of installation Detects when an installation is made from a country to which the campaign has not been targeted. Location When the IP from where the installation starts does not match the one of the device, it is very likely that it is fraud. Device time zone With these five rules, some of our clients are saving up to 20% of the advertising investment in each campaign. Además les permite medir la atribución real de sus campañas de una manera mucho más realista y fiable. In addition, our Fraud Tool, allows them to measure the actual attribution of their campaigns in a much more realistic and reliable way. Whatever the level of fraud, it can be fought, and we keep the commitment to continue facing the new forms of fraud that may appear. How to fight fraud in mobile advertising
  35. 35. 35 EMMA is a Mobile Marketing tool to measure and optimize user’s acquisition and retention. It aims to help App marketers to make better decisions. In a single platform and it also allows managing the user’s communications through the App, optimizing the budget - thanks to the correct attribution of installations - and creating automated rules to accelerate the process. In summary, it’s a technology that facilitates the complete management of your App Marketing. Antonio Sánchez - Executive Director - EMMA Antonio has extensive knowledge of the global mobile marketing. Computer engineer by the University of Granada, develops the beginning of his professional career working 10 years as a consultant in the implementation of CRM software for national and international clients such as Dyson, Banco Santander or Gas Natural. After presenting the iPhone in 2007, he founded Lost Developers to develop applications for clients such as Groupalia and Force Manager. In 2012, he founded EMMA with the objective of measuring the profitability of the Apps of the companies and equipping them with tools to improve and increase their ROI with real data and precise actions. How to fight fraud in mobile advertising
  36. 36. 36 Benito Marín Senior Account Manager Spain & Portugal IAS Fraud in Online Advertising SPAIN
  37. 37. 37Fraud in Online Advertising The aim to control AdFraud is to make sure that advertising impressions are generated by people in a correct way, and not by robots. The Media Rating Council, (MRC), is the organization that verify that these measurements tasks have been done correcty. IAS defines 5 different types of ad fraud, even we must consider that the last 2 are referred more to Reduced Valid Inventory: Ad impressions generated correctly by people and not by robots GIVT (General Invalid Traffic) Traffic that failed to meet ad quality criteria filtered through and caught by known IP and bot lists (ex: google web crawlers) SIVT (Sophisticated Invalid Traffic) A malicious software application that runs automated tasks over the internet, usually to make a profit by falsely mimicking real human activity. Hidden Ads Ads that have no chance of ever being seen by humans. Types of hidden ads include: pixel stuffing, ad stacking, ads clipped by iframes, zero opacity ads, off-page ads, ad trucation, and hidden ads embedded in ads. 1 3 2 5 4 Incentive traffic (RVI) The act of interacting with ads for payment or benefits usually not by an audience targeted by the advertiser. Proxy Servers A computer network service that uses indirect network connections to sometimes enable bots to hide their true identity and location
  38. 38. 38Fraud in Online Advertising Measure fraud across all campaigns to understand aggregate performance against fraud. Ask your ad server, your fraud solution or other vendor how it measures bots and other IVT forms. To identify Fraud Identify AdFraud is very important to protect brands from these events, and make sure that those ads are shown to real people. These are some tips: Good practices Use fraud solutions that have been accredited by the MRC for both general and sophisticated IVT and follow the MRC guidelines for IVT detection and filtration. Offer and request more transparency into inventory and traffic, including sourced traffic and audience extension Use verification and fraud services that can confirm ads were delivered on plan (to the sites, devices, locations, and audiences desired); whether the environment had ad clutter and other placement concerns or whether it was brand-safe. Block fraudulent impressions before they hit the creative ad server. Anti-target infected machines that have been tagged in order to prevent future ad targeting. Anti-target pages that have historical levels of fraud, which can be tracked through page- level scoring. Use pre-bid screening. Use blacklisting and/or whitelisting. The biggest factor here is awareness and participation. It’s critical that all members of the digital ecosystem are a part of the process and solution.
  39. 39. 39Fraud in Online Advertising Integral Ad Science (IAS) is a global technology and data company that creates verification and optimization solutions to enable the advertising industry to influence consumers effectively everywhere and on all devices. Solve the most pressing problems for brands, agencies, publishers and technology companies, verifying that all impressions have the opportunity to be effective and optimizing to have opportunities to improve results constantly. IAS focuses on data science and engineering and is headquartered in New York with global operations in 13 countries. Find out more at Benito Marín - Senior Account Manager Spain and Portugal - Integral Ad Science Benito has been working in the online advertising sector since 1995. The first part of his career he focused on working in support: Doubleclick, AdLink, Wanadoo-Orange. Later he specialized in email marketing, directing United MailSolutions and as marketing director of Experian. After a brief step by affiliation, he entered the world of online advertising by profiles, working as a commercial director at PAN, where they impacted target audiences through native advertising. Currently, he is a Senior Account Manager at Integral Ad Science, a company that measures the quality of online advertising media: viewability, brand safety and adfraud, among other metrics. Integral Ad Science elaborates an AdFraud benchmark every 6 months. These are the results in H1 2018 in Spain:
  40. 40. 40 Álvaro Pastor VP Operations & International Sunmedia Media Spoofing: ads.txt for apps SPAIN
  41. 41. 41 One of the biggest challenges with digital fraud was media spoofing. This started in the web environment and extended to mobile apps and connected TV. Media spoofing consists of a hoax media property that presents itself as another property in order to get better prices, fill rates or both. This kind of fraud was especially prevalent in the programmatic environment. Because buyers do not have access to the site prebid, they must rely on the URL that is being informed to them by the publisher. Hence, a publisher could inform of a false URL in the RTB bid request. An interesting aspect about spoofing it that it harms both advertisers, that bids on an impression they do not want, and the publisher whose site is being spoofed, that does not receive a revenue that was intended for them. In the web environment, both desktop and mobile, spoofing is no longer a significant problem as it once was since the massive adoption of ads.txt both by publishers and advertisers. Media Spoofing: ads.txt for apps “Spoofing” harms both the advertiser, who bid for an impression that is not what it wants, as the publisher, whose domain is used for concealment as it stops receiving a money that the advertiser thought he was going to his media. One of the beauties of ads.txt was how relatively simple it was to implement, in part due to the flexibility that the web environment has when compared to others such as apps. The next evolution of ads.txt, ads.cert will be the final nail in the coffin of media spoofing. However, ads.cert won’t be possible till DSPs and SSPs implement OpenRTB 3.0. It will also be a Little bit harder to implement on the publisher side so adoption will likely be a bit slower than with ads.txt
  42. 42. 42Media Sppofing: ads.txt for apps Due to the success of the iniciative in web and the good results fighting against spoofing and unauthorized reselling, IAB Tech Lab is already working on ads.txt for apps. The main problem was how to create a simple way for creators to notify buyers, and their DSPs, of the authorized sellers of their inventory. Making this information available was nor easy nor practical so the solution has been to implement it via the web environment. All content creators have a website and if that is not the case the entry barrier to have it is relatively small. At the same time, appstores have a field where developers include their website URL. What DSPs will have to check for is that URL and append app-ads.txt to the domain. For simplicity IAB has created also a request to appstores to create the metadata that is needed by DSPs and exchanges to effectively implement ads.txt in apps. Hence the URL where DSPs would look for the app-ads.txt file would look something like this: The full first Public Draft can be found here: uploads/2018/11/IABTechLab_PUBLIC_DRAFT_Authorized_Sellers_for_Apps_app-ads. txt_Specs.pdf There is still no timeframe for app-ads.txt to get out of Beta but I am quite positive it will certainly be sometime this 2019.
  43. 43. 43 SunMedia is the company specialized in video and branding, leader in Spain with more than 10 million unique users (comScore April 2018), belonging to the fibonad group, with more than 80 million euros revenue in 2017. Its technological leadership in video solutions and its own creative study, allows media and advertisers to obtain greater performance in their advertising campaigns. In addition to a constant evolution being pioneers in launching new formats such as AVA (Always Visible Ads) and Reminder (combines the video + display), revolutionizing the sector and making SunMedia specialists in viewability. It has a portfolio of more than 1,000 clients, works with the main media agencies and its network is formed by the leading sites in each category. Its international presence in Europe, America and Asia and its staff of more than 300 people, covers the demand for traffic worldwide. Álvaro Pastor, VP Operations & International SunMedia Álvaro has been involved in the advertising sector since 1995. He was one of the founders of mobusi and the fibonad group. He is currently VP of Operations and International in SunMedia, the group’s branding company. Media Sppofing: ads.txt for apps
  44. 44. 44 Santiago Soengas Strategic Partnerships Tappx Programmatic Adfraud for dummies SPAIN
  45. 45. 45Programmatic Adfraud for dummies Juniper Research estimates that brands lose as much as $19 billion a year in ad impressions that aren’t seen by real people. Ad fraud impacts both advertisers and publishers, albeit in Internet has empowered digital marketers with greater control over campaign performance than ever before. However, ad fraud has always been prevalent in advertising. For example, how can we be sure that someone distributing flyers hasn’t just chucked them all in the bin? There’s been a growing awareness around fraudulent activity over time throughout the digital ecosystem. It’s like a perpetual game of cat and mouse – whilst advertisers improve detection and prevention, criminals find new ways of conducting their criminal activity. Juniper Research estimates that brands lose as much as $19 billion a year in ad impressions that aren’t seen by real people. Ad fraud impacts both advertisers and publishers, albeit in different ways. To tackle the issue, it’s important to understand how fraudsters are targeting us. The anti-fraud strategy we pursue must be aligned with the type of fraud we face. Advertisers are mostly affected by non-human traffic, fake events (clicks and installs) and ads displayed on dubious content or that aren’t even visible to real users. Hence the importance of using tools that allow us to curb fraud, monitor viewability and ensure brand safety. One way of ensuring inventory quality is to work with publishers that have been certified by industry-recognized anti-fraud programs. For the time being, the Trustworthy Accountability Group (TAG) in the US and JICWEBS in the UK are the most valued by advertisers in the English-speaking world. On the publisher side, it’s important to monitor creatives, especially if they come from unknown sources with whom we don’t have a direct relationship. A consequence of not doing so may be that ads with adult or extreme content are displayed to unsuspecting users. On the other hand, we may also be receiving ads that at first glance look good, but once clicked redirect us to undesirable content or install malware on the device.
  46. 46. 46 In order to prevent ad fraud, we must turn to companies which specialize in detecting and preventing this activity. Tools certified by the Media Rating Council (MRC) will meet the industry’s minimum detection standards. Therefore, those seeking to eliminate fraud should aim to work with MRC accredited vendors who specialize in the environment that applies to us (e.g. desktop, mobile and connected TV). Before onboarding a fraud detection vendor, it’s important to understand that each company has developed its own proprietary technology, and therefore detection rates may vary. In some extreme cases, a publisher and a marketer using a specific vendor may witness different results for the same campaign. Therefore, fraud uncovered by these tools should serve as a reliable but not exact indicator. When partnering with these vendors, it’s crucial to ask for a trial period (usually paid) in order to decide whether their detection technology is useful for your needs . It’s also important to be in constant contact with their account management team, so as to understand the full potential of the product being trialled. The disappearance of fraud is not expected in the short term, however, the programmatic ecosystem adapts and among all (agencies, DSPs, SSPs, publishers) work is being done to minimize the negative impact it has on the entire sector. Know what quality certifications our traffic sources have obtained. Monitor creatives. Work with companies specialized in detection and prevention. Tools with trial period. Be in constant contact with the account manager. That intermediaries are authorized by the support. Programmatic Adfraud for dummies
  47. 47. 47 Tappx is a technology company specializing in programmatic advertising solutions for the most advanced digital platforms. Among its services offer include promotion and monetization on mobile devices, advanced TV / OTT advertising services and a portfolio of products aimed at media agencies and direct advertisers. Santiago Soengas, Strategic Partnerships - Tappx Santiago Soengas is one of the first employees of Tappx. In Tappx, he has played roles in attracting advertisers, and managing clients internationally. In parallel, he is also responsible for incorporating new data partners and implementing controls and fraud prevention tools. His experience is mainly based on in-app advertising, working with both video and display campaigns. Tappx has managed to beat market standards by operating a truly programmatic service without human intervention, completely transparent and free of risks. Thanks to these three advances has been proclaimed as one of the fastest growing technology companies in Spain (According to TECH5 and RED HERRING) Programmatic Adfraud for dummies
  48. 48. 48 Marc Ginjaume Country Manager Spain & LATAM Zeotap Adfraud is also human SPAIN
  49. 49. 49Adfraud is also human In addition to fraud due to bots, spiders and other actors, there is what we call human fraud... ...which is generated by the impressions served to consumers outside the target audience in a programmatic campaign, and the waste of budget that it entails. The data used in programmatic campaigns plays an essential role in avoiding human fraud. There is no doubt that the primary condition for programmatic to deliver outstanding results is to use quality data with the needed scale. However, the reality today is that the combination of quality and scale is difficult to achieve, and many advertisers have already experienced that there are very few data providers that can meet both conditions. On one hand, some companies have high-quality data, but lack scale. On the other side, there are those who use inferred or probabilistic data, taking a small sample of data and extrapolating it to the entire population and sacrificing quality by scale. Advertisers should look for “deterministic data”: a type of data that thanks to its origin and collection method are known to be real since it is ID-verified, such as when users sign up with their mobile operators or their banks. Behavioral data such as visited websites, downloaded and used apps, phone usage bills and others can be observed directly with phone usage, but as far as socio-demographic data is concerned, they can be directly obtained from the user’s ID. It is not an easy task to find the best data in the market that combines quality/precision and scale. That’s why it is essential for advertisers to make an extra effort and work closely with their data providers. On one hand, some companies have high- quality data, but lack scale On the other hand, there are those who use inferred and probabilistic data, taking a small sample of data and extrapolating it to the entire population, sacrificing quality by scale
  50. 50. 50Adfraud is also human Understand the nature of the data and its collection methods Firstly, I would recommend that they understand both the nature of the data and its collection methods since these two factors largely determine the accuracy of the data. For instance, the data that has been verified with the user’s ID and comes from trusted organizations such as banks, telecoms or e-commerce sites, will always be more accurate than inferred or probabilistic data coming from other sources. Understand the data providers internal processes I would also suggest that they take the time to understand the internal processes that each data provider has implemented to ensure consistent data quality even when volumes increase. Data quality tests (both internal and external), data prioritization and data updates are some examples of the types of methodologies and processes that can help brand marketers make a final decision. Carry out database audits Finally, another step that can be taken is to carry out database audits to determine the levels of attribute precision per provider, and to give full transparency and confidence to advertisers. There are different non-profit organizations and official verifiers, such as the AIMC in Spain, that can carry out such audits to ensure any provider’s data precision. Recommendations
  51. 51. 51Adfraud is also human Zeotap unites the world’s most valuable data to fuel growth. The first company to win 9 major telecom operators around the world as data partners, zeotap has since become the leader in sourcing, refining and distributing high-quality data from large enterprises. The global data platform aggregates deterministic high- quality data at scale from unique sources for better audience targeting, insights and identity matching. Zeotap’s patented telecoms and enterprise-powered mobile-first identity graph also enables deterministic offline-to-online matching, including the activation and enrichment of client CRMs. Marc Ginjaume - Country Manager Spaint & LATAM - Zeotap Marc has developed his career in the digital and technology world since the beginning of his professional career. After graduating as a Bachelor and Master in Business Administration and Management from ESADE, Marc joined Google Dublin as Key Account Manager, moving to LATAM years later to continue growing as an Agency Relationship Manager in the region. Then, he worked in Linkedin as Head of Business Development in LATAM, Spain and Portugal, finishing perfecting his industry know-how. After his international experience in large Internet companies, he joined Zeotap, with the mission of democratizing the deterministic data in the mobile advertising industry.
  52. 52. 52 FaqFraud
  53. 53. 53FaqFraud FaqFraud is a non-profit organization, founded in order to offer support to all companies, from SMEs to large companies, in everything related to advertising fraud in the era of digital advertising. We have noticed that, when it comes to fraud, the unknown is much bigger than what is known and this, is exactly the reason why Linicom with Adobe, Rubicon Project, Xaxis, Amnet Iberia, (to Zalando Media company), IAS, Vocento and Zeotap have created FaqFraud. Collaboration agreements have also been established with trade associations such as MMA Spain. These companies that have knowledge about the complete digital advertising funnel and that have experts in the field to answer any questions that may have in relation to fraud are at the service of all companies that are related to the advertising sector. Contact Founder and Managing Director Juan Antonio Muñoz-Gallego Site Advice Information Anti Fraud tools Advice and help from programmatic advertising experts Q&A to the most common questions of advertising fraud Tools and guides for the detection of fraud
  54. 54. 54 MMA Spain SPAIN
  55. 55. 55MMA Contact General Management Elia Méndez direcció Web sites Spain - Global - Spain Forum - Address MMA Spain Plaza Carlos Trías Bertrán 7, planta 0 Madrid 28020 Comprised of over 800 member companies globally and 14 regional offices, the MMA is the only mobile trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to shape the future. The MMA’s global headquarters are located in New York with regional operations in Asia Pacific (APAC), Europe/ Middle East/Africa (EMEA), and Latin America (LATAM). By participating on our board and joining committees with representation and engagement from the highest levels you’ll be exposed to peers, experts and thought leaders from across the full ecosystem of marketers, tech providers, and sellers for more in-depth insight into issues and solutions. With our Smarties Awards, we have the world’s only global mobile marketing awards program honoring innovation, creativity and success. Case Study Hub delivers, members- only database of over 1,000 best-in-class case studies.. With over 24 global events per year brings profressionals together to define and lead the future innovations.
  56. 56. 56MMA Spain Board - 2018-2019 President Secretary Vocals Vice President Treasurer Carmen López Senior Managing Director & Lead Accenture Interactive Iberia Jesús Aspra Country Manager Spain Weborama Gedeón Domínguez Managing Director Cloud District Laura Díaz B2C Director and Sales Director Spain, Portugal and Turkey Gameloft Jonatan Gottfried AVP Customer Success EMEA & LATAM AppsFlyer Juan Hévia-Aza Director de Marketing y Acciones Multimedia en CMVOCENTO Vocento Javier Plana Country Manager Spain S4M Vanessa González Commercial Director Spain NTT Docomo Group Luis Dinis Analytical Consultant Mobile Google
  57. 57. 57MMA members MMA members with presence at Spain Global AccuWeather, Inc AdColony App Annie AppsFlyer AT&T Barclays BBDO BDF Nivea BlackBerry BNP Paribas BP International Calvin Klein Citi Clear Channel Outdoor CNN Colgate Palmolive Comscore DDB Worldwide DoubleClick Dunkin Brands eBay Electronic Arts eMarketer ESPN Experian Marketing Services Facebook FedEx Forbes Media Ford Motor Co Foursquare General Motors Gigigo Glaxo Smith Kline Google Grupo Bimbo Hilton Worldwide Hulu IBM Watson Advertising Infobip Ipsos JP Morgan Chase & Co KANTAR Millward Brown Linkedin Mapfre Insurance Company Match Group Marriott Mastercard McDonalds Corp Media Rating Council (MRC) Microsoft Mindshare Mondeléz International Motorola Omega Media Pepsico Pfizer Pinterest Publicis Group Procter & Gamble Safe Auto Insurance Company Salesforce Samsung SAP Digital Interconnect Shazam Snap Inc Subway T-Mobile International Teads Tune Twitter The Coca Cola Company Uber Unilever Universal Parks & Resorts Verizon Connect Visa Waze Xaxis (GroupM) EMEA Accenture Interactive American Express Atresmedia Advertising AXA Group BNP Paribas Cloud District Docomo Digital Gameloft Havas Media France Inmobi ING Direct ISDI Linicom MediaSmart Meetic Mondadori Digital S4M Santander The Valley DBS Vocento Weborama Wink UX Worldline (an ATOS company) Yahoo YDigital Media Local collaborators Actitud de Comunicación Adgage Ceca Magan Asociados Connecthings Ditrendia FaqFraud Made in Mobile Statista
  58. 58. 58 SPAIN