Today we are excited to announce the launch of Rubicon Security, a new offering within our REVV for publishers™ platform, and our partnership with ClickFacts. Through the integration of automated ad tag monitoring technology from ClickFacts, Rubicon Security identifies offending ad tags and their source, enabling our publishers customers and demand partners to stop malware or “malvertising” attacks before they reach consumers.
In light of our recent partnership, we took a few minutes to chat with ClickFacts CEO, Michael Caruso, to share additional details on his company and insight on how malware affects the industry.
What is ClickFacts?
ClickFacts is a Risk Discovery software provider that works with online advertisers, networks and publishers to help identify and mitigate risk. We provide a suite of security solutions that help detect offensive content and malware at its earliest point.
Why did you decided to start ClickFacts?
ClickFacts was initially created to detect click fraud. Because we are a behavior-based software, we soon discovered a much bigger problem existed. We realized early on that there was a need for an automated solution to detect offensive content and malware. We realized that the majority of Botnets weren’t falsely clicking on ads but were designed to perform malicious activities such as identity theft, spyware install, etc.
Why has malvertising become such a problem?
There are many reasons:
- It’s a lucrative business with low costs of entry and very little, if any legal ramifications. (only a few countries have laws on the books related to cyber crime)
- Crime rises in a bad economy and many of these rings have ties to organized crime in Eastern Europe and Asia
- It’s somewhat easy to facilitate. “Off the shelf” Exploit kits can be bought on the black market making malvertising almost a plug and play operation
- Automated online advertising environments; including ad exchanges, lend themselves to exploitation due to the limited amount of human interaction
- Professional, sophisticated criminals are learning to buy direct. Brands such as Gawker Media, New York Times and Guardian are recent victims of Malware via direct buys
What are some examples of malvertising?
An ad which installs executable files onto a user’s computer - like a keylogger, which will then store and record personal passwords with the intention to steal a person’s identity. A spyware application is installed on the user’s machine and they are directed to purchase a license to remove the infected applications –the very same app that was installed.
How does this partnership with the Rubicon Project benefit sales channels and Web publishers?
Through our partnership, we are automating processes to ensure content integrity, higher CPMs, user and brand protection, as well as terms of service compliance. Our ultimate goal is to provide a safe, high quality ad environment.
How does malvertising impact a company’s business?
There are multiple ramifications from serving malvertising: consumer confidence, brand implications and damage, and the hard and soft costs of tech recovery. I met our head salesperson, a seasoned Internet “old timer”, when he was advocating the use of ad blockers to the industry because he was hit by malware. Consumers will take action and not go to infected sites or block ads.
What else can publishers do protect themselves in addition to working with companies like ClickFacts and the Rubicon Project?
1. Monitor your ads consistently, particularly at night, weekends and around the holidays. Safe ads can be switched out or malware can be designed to trigger after a certain behavior. So initial testing is not enough.
2. If accepting an online ad order from a new client be cautious and suspicious, i.e.) if a large campaign has to run right or away or cost isn’t an issue. Be especially suspicious of any cash purchases.
3. Use common sense: If something doesn’t feel right, question it. Even if all the references check out go with your instincts first. It’s better to be cautious.
Enlightened minds gathered in at the beautiful Tribeca Cinemas Gallery in New York last Thursday, as the Rubicon Project hosted a panel discussion about The Power of Pricing: Defining New Strategies for True Optimization. 
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plishment. And as always, we’d like to thank the premium publisher customers that entrust us with their inventory, and the demand partners for making it possible to reach this significant milestone.
Power of Pricing Panel in NY
January 27th, 2010 Posted by: kleanoDid you know a 1% gain in price realization can yield a 5%-10% net income gain? With advertisers moving more money online and increasing their interest in mobile and video, it’s more important than ever for publishers to re-examine their current pricing strategies. When was the last time you updated your rate card? Are you examining your audiences and thinking about packaging on a holistic level across all your online properties?
On Thursday, February 4th in NYC, the Rubicon Project will host a panel covering the hottest topic facing premium publishers in 2010 – Power of Pricing: Defining New Strategies for True Optimization.
During this FREE event, you can expect to hear about new ways you can approach valuing and pricing your inventory to ensure you’re extracting the highest dollar possible and developing a sustainable pricing framework.
Speakers include: Tommy Moreno, Principal and Managing Director at The Glenroe Group, a business consulting firm that helps companies with pricing and revenue optimization strategy; and our own Josh Wexler, VP of US Publisher Development.
Because this is a free event, RSVPs are highly encouraged. To request an invitation, email pricingevent@rubiconproject.com
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