Notes

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Outline

1	Understanding Spyware and Its Effects on Your Marketing Dollars and Your Brand Benjamin Edelman www.benedelman.org
2	Agenda What are we talking about? Examples Affiliate programs Pay-per-click syndication Protection Responses from advertisers & ad networks Q&A
3	“Spyware”
4	A Typical Infected PC
5	Why Not “Adware”? Nonconsensual installations Exploits Huge bundles Poor disclosures Would anyone really agree?
6	Spyware-Delivered Ads
7	Direct Revenue Advertisement - Example
8	180solutions Advertisement - Example
9	Spyware Revenue Sources Ordinary graphical ads Affiliate commissions Syndicated pay-per-click ads
10	180solutions Advertisement – Example
11	180solutions Serving Expedia Ads
12	Columbia House Promoted By Icannnews / MyGeek / Azoogle / Yfdmedia / aQuantive Atlas
13	Understanding the Chain of Redirects
14	Columbia House Promoted by Lengthy Chain
15	Spyware Revenue Sources Ordinary graphical ads Affiliate commissions Syndicated pay-per-click ads
16	Direct Revenue & Affiliate Promoting Gateway via Commission Junction (BeFree)
17	Direct Revenue & Affiliate Promoting Gateway via Commission Junction (BeFree)
18	Direct Revenue Promoting Gateway via Commission Junction
19	Direct Revenue & Aff. Wrongfully Seizing Dell Commissions via Commission Junction (BeFree)
20	Direct Revenue and Affiliate Wrongfully Seizing Dell Commissions
21	eXact Advertising & Affiliate Wrongfully Seizing Hickory Farms Commissions via LinkShare
22	Understanding the Scheme
23	eXact Advertising and Affiliate Seizing Hickory Farms Commissions
24	eXact & Affiliate Wrongfully Seizing Hickory Farms Commissions
25	Spyware Revenue Sources Ordinary graphical ads Affiliate commissions Syndicated pay-per-click ads
26	Ordinary Yahoo PPC Ads
27	SideFind Serving Yahoo PPC Ads
28	SideFind Serving Yahoo PPC Ads
29	Hotbar Serving Yahoo PPC Ads
30	Hotbar Serving Yahoo PPC Ads
31	Hotbar Serving Yahoo PPC Ads
32	Hotbar Serving Yahoo PPC Ads
33	Hotbar Serving Yahoo PPC Ads
34	180solutions Serving Google PPC Ads
35	Direct Revenue Serving FindWhat PPC Ads
36	What Can Advertisers Do? Ad Buys Affiliate Merchants Pay-per-click Advertisers
37	What Can Ad Buyers Do? Which ad networks to use? What do your ad networks say about spyware syndication? How do they enforce their rules? Do they stand behind their promises?
38	What Can Affiliate Merchants Do? Which affiliate network to use? How does your network enforce their rules? Which affiliates to accept? “Know your affiliates.” Read online discussions with affiliates and with other affiliate managers. Run tests. Infect some PCs. Browse your site. Watch what happens. Investigate.
39	What Can PPC Advertisers Do? Which PPC networks to use? What are their rules? Is Claria OK in their view? eXact? Who are their syndicators? Their syndicators’ syndicators? How does your PPC network enforce their rules? Can you opt out of unwanted syndicators?
40	What Can Ad Networks Do? Revenue at any cost? Or some limits? Short-term revenue versus long-term quality. Know your partners, affiliates, and syndicators. Serious efforts at enforcement. Not just “see no evil, speak no evil.” Hands-on testing. Automation: Crawlers, robots. Remember Yahoo in New York v. Intermix.
41	Agenda What are we talking about? Examples Affiliate programs Pay-per-click syndication Protection Responses from advertisers & ad networks Q&A
42	Understanding Spyware and Its Effects on Your Marketing Dollars and Your Brand Benjamin Edelman www.benedelman.org