$599

Brand Safety Training for Ad Ops Professionals

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Santa Monica

Los Angeles, California 90405

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Description

The Brand Safety Training Workshop is the only class ever to focus 100% on the operational issues related to brand safety.

We’ll discuss how brand safety is under attack from multiple directions and how legitimate companies unknowingly contribute to the problem. Fake news, malware, fraud, privacy, viewability are among the topics covered. Outsourcing brand safety to partners isn’t enough and the workshop will get into specific tactics used to protect one’s own brand or a client’s brand online.

The workshop is designed for:

  • Ad operations and programmatic-focused professionals from publishers and agencies
  • Brand marketers who oversee media buying and want to learn more about making brand safe digital investments
  • Managers and Specialists with 3 to 5 years experience responsible for overseeing systems and processes that can be compromised by fraud, malware and brand safety.

The instructor:

Rob Beeler has been focused on publisher ad operations for over 20 years (see Rob Beeler's experience) and has long waged the war against the fraudsters in digital advertising. Rob will tap into his extensive network of experts in the space to craft a class that not only educates but will provide specific recommendations on practices and policies to help insure brand safety.

AGENDA

The Morning Session 9am to 12pm: Viewability and Fraud

Intro - How big is the problem?

First we'll define brand safety and then discuss the impact brand safety issues are having on digital advertising. Forrester puts the amount online advertising fraud cost advertisers at $8.2 Billion. Industry leaders like Rob Norman dispute that number and we’ll discuss why. More importantly, what could a lack of brand safety be costing your organization?

Part I - Viewability

It’s hard to argue that an ad that isn’t seen by a human is a wasted impression. But are all parties from brands to publishers doing everything they can to insure that is the case? This session will be a discussion of best practices to improve viewability across the industry.

Part II - Fraud

Fraud comes in many shapes and sizes in the ad tech ecosystem. Understand the players, the impact to the industry and how relying on partners to do everything won't prevent fraud from hurting your bottom line.

Lunch will be provided on-site.

Afternoon Sessions 1pm to 5pm: Invalid Traffic and Context

Part III - Invalid Traffic

One study showed that over 90% of websites surveyed had unwanted bot traffic in a 90 day window. While at a publisher level the problem is deemed small, it's a big deal for buyers and it's big business for fraudsters. Learn best practices to help stop the funding of fraudulent traffic from bots.

Part IV - Context

Recent PR disasters have changed how buyers now buy impressions, not just on YouTube but across all sites. Learn how the definition of 'brand safe content' is evolving and what technology buyers are using to make these decisions.

Part V - Industry Trends to Follow

The fight for brand safety will continue into 2018. What trends should you be aware of (mobile fraud, A.I., rendered impressions, TAG, regulation, etc.)? What are the organizations to watch and work with? We’ll cover this and more.

Part VI - Wrap Up

As a group, we’ll share what we learned from the day and how we're going to implement these learnings into our current roles.

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Santa Monica

Los Angeles, California 90405

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