EU Publishers: Clean up your cookies or get burned by GDPR

This article originally appeared in Digiday: https://digiday.com/sponsored/mediatrustbcs-008-eu-publishers-clean-cookies-get-burned-gdpr/ 

The ticking clock on the General Data Protection Regulation (GDPR) website is a stark warning for digital publishers behind on preparations for the EU’s massive expansion of data privacy rules. The GDPR is coming, and soon.

Europe’s privacy laws are tightening even further, potentially limiting the data that publishers can collect and the ways they can collect it. The GDPR is technology neutral: but – once again – it’s the cookie that will be caught in the GDPR’s crosshairs. The GDPR has broadened the scope of personal data to include online identifiers, such as cookies and other identifying code such as pixel fires or device fingerprinting). Cookies gathering user data without a lawful basis (e.g. consent) will fall on the wrong side of GDPR. That puts publishers at risk of potentially groundbreaking fines and penalties. That’s why we’ve prepared this guide to the three types of cookies to watch out for, and how publishers can manage them.

https://digiday.com/sponsored/mediatrustbcs-008-eu-publishers-clean-cookies-get-burned-gdpr/

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Ad Ops can rest a bit easier with malware resolution strategies

Sharing of malware incident information proving a success

Ad Ops can rest easy

The continuous threat of malware in the advertising ecosystem keeps many advertising operations professionals awake at night. The speed at which ads are bought and served and the number of players involved comes at a steep price—vulnerability to malware. For years, The Media Trust has tackled this vulnerability head on by detecting malware in our clients’ digital ecosystems and providing the critical details that allow the malware to be located and shut down. Impacted clients then communicated these details with the specific partner serving the infected ad. This daisy-chain process involves a series of communications with upstream partners, a process that can take up to 72 hours while the malicious ad continues to circulate.

To minimize the daisy-chain effect, The Media Trust introduced Media Scanner’s Resolution Services, an information sharing service that provides for simultaneous communication of malware alert details among partners. Announced in April, Media Scanner’s Resolution Services has proven to be a resounding success with 20 digital publishers and more than 20 ad tech partners enrolled in just under six months.

Reaping what you sow

Media Scanner’s Resolution Services is a SaaS-based service that provides real-time information sharing with upstream and downstream business partners about malicious ads detected in a client’s advertising operation. As part of the Media Scanner product family, this solution is available as a complimentary add-on to existing clients with significant ad tag volume.

Designed for publishers, ad networks, ad exchanges, demand platforms and paid-content engines, the service’s continuous, real-time information sharing compresses cycle times for malware detection, notification and remediation from several days to mere seconds, drastically reducing infected tags’ ability to harm site visitors and the site’s brand reputation. By compressing this cycle time, companies can speed incident remediation, protect revenue by ensuring ad tags stay active and strengthen business relationships.

Real-time, actionable malvertising intelligence delivers a host of benefits to the entire digital ecosystem.

  • Revenue continuity: By sharing malware incident data with the upstream party serving the malware, bad ads are removed more quickly thereby allowing ad tags to remain active and generating revenue.
  • Improved incident response: By allowing Media Scanner to send an alert to clients and their mutually-impacted business partners, everyone realizes a shorter cycle time to resolve the issue across the entire advertising value chain.
  • Streamlined incident handling: Once an anomalous ad tag is detected and confirmed, The Media Trust automatically notifies all impacted partners throughout the advertising ecosystem, which ensures the ad can be removed and then permanently blocked.
  • Enhanced security posture: 24/7 access to information on malicious ad tags improves not only the health of a publisher’s advertising operation, but also strengthens their organization’s security posture, bridging the gap across ad ops, sales, marketing, site operations and security teams.
  • Strengthened relationships among partners: Real-time communication and cooperation generates a positive network externality that improves the overall health of the entire online and mobile advertising ecosystems and severely limits malware’s success rate.

In the past few months, this solution simultaneously communicated hundreds of malware incidents to impacted publishers and their authorized ad tech partners, greatly accelerating the termination of malware, removing hours—sometimes days—from the cycle. This increased speed of malware incident resolution exponentially improves the level of protection across the greater online and mobile advertising ecosystem. But more can be done.

An eye to the future

Ad tech providers want to get into the game and initiate this program with their buying partners, attesting to the true value of Media Scanner’s Resolution Services. The Media Trust is now working with ad tech clients to share incidents with authorized agency media buyers and trading desks—a critical step to tackling malware as it enters the advertising environment. Malvertising will never be eradicated, but, limiting its ability to rapidly propagate throughout the digital ecosystem helps everyone rest a bit easier.