© 2014 MarkMonitor Inc. All rights reserved.

Advanced Online Brand Protection

Enforcement Strategies

Keefer Brumbach – Manager, Brand Services, MarkMonitor

Kirby Barno – Manager, Brand Services, MarkMonitor

Stefanie Ellis – Manager, Brand and Fraud Services, MarkMonitor

Featured Speakers

Panelists:

• Keefer Brumbach – Manager, Brand Services, MarkMonitor

• Kirby Barno – Manager, Brand Services, MarkMonitor

• Stefanie Ellis – Manager, Brand and Fraud Services, MarkMonitor

Moderator:

• Maya Markovich – Sr. Product Marketing Manager, MarkMonitor

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Overview

Managing Brand Compliance

Badware: SEO Poisoning Promoting Rogue Sites

Brand Fraud

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Managing Brand Compliance

Identifies message’s origin

Cites applicable documentation

Uses inclusive language that

invites dealers to help protect

their brand

*For demonstration purposes. Not actual communication.

To help manage its brand, MarkMonitor developed dealer

specific letters* designed to bring dealers into compliance

Managing Brand Compliance

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Regional Manager Notice

2nd Dealer Letter

1st Dealer Letter

*For demonstration purposes. Not actual communication.

Brand Compliance Management Non-compliant dealers can be escalated to Regional

Managers

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Enforcement Options: Trademark and

Partner Compliance

• Each ad must be reviewed for trademark abuse

• Mark benign or enforce in Portal Trademark

• Report to brand owner – not enforced in Portal or through search engine

Partner Compliance

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Enforce – Ads Abusing Trademark

Enforce Paid Ads

• Ad contains brand but resolving to a non-brand product

• Ads resolving to another search engine

• One Click Enforcement, select ad, template is selected and queued

to send directly to search engine to request removal of the ad

Paid Search

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Badware: SEO Poisoning

Promoting Rogue Sites

What is Badware/Malware?

Hackers identify website vulnerabilities and take control of

some aspect of an unsuspecting website. Can be used for

phishing, traffic diversion, spyware, viruses, worms, SEO

poisoning, etc.

In the brand world, one of the tactics we commonly see is

SEO poisoning, which is traffic diversion on search engines

leading to rogue sites.

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SEO Poisoning Example

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SEO Poisoning Example

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###.com

Registrant Name: he ##

Organization: he ##

Street: HeBei####

City: ###

State: hebei

Postal Code: 54###

Country: CN

Phone : +86.03144464####

Registrant Email: 13 _???@__..com

SEO Poisoning Example

???.com

Registrant Name: Ross ____

Organization: Ross ____

Street: P.O. Box

City: ???

State/Province: WA

Postal Code: 98###

Country: US

Phone: +1.206860####

Email: ross_???@__.com

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SEO Poisoning Example

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Enforcement Best Practices

Letter to Registrant/Website Administrator of the hacked site

(effective, but time consuming)

ISP Letter to rogue website

Report to stopbadware.org

DMCA for search engine delisting (when applicable)

Routinely review search engine results directly for SEO

poisoning

Notice to registrar of the infringing site

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Brand Fraud

What is Brand Fraud?

Social Media

Impersonations

Paid Search

Phishing

Brand Infringement:

Unauthorized use of a trademark or copyright

Phishing Fraud:

Unauthorized use of a trademark or copyright for the purpose of an account takeover

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Fraud Crosses Multiple Threat Vectors

© Websites & Domains

Social Media

Mobile Apps

Email

Marketplaces

Search

Brand Fraud /

Phishing Fraud

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Loan Lead Generator Websites

Detection Method: • Websites

• Paid Search

Enforcement: • C&D to ISP

• Paid Ad Removal

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Impersonation Websites

Detection Method: • Websites

• Client detected via consumer alert

Enforcement: • C&D to ISP

• Transfer request

• UDRP

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#Hashtag Phishing/Card Popping

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Social Media Impersonations

Detection Method: • Social Media

• Websites

Enforcement: • Social Media profile

removal

• C&D to ISP for website

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Paid Search Phishing

Links in Paid Search ad links to Phishing URLs:

hxxp://xxxxxgravamesonline.zip.net/

hxxp://xxxxxsistema.com.br/home/index.html

Detection Method: • Paid Search

Enforcement: • Anti-Fraud SOC Phish

Site Shutdown

• Paid Ad Removal

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Summary

Brand Fraud: brand infringement with a possible fraud intent

Often the detection crosses over several threat vectors and the

enforcement requires multiple steps

With proof of fraud activity we can push a quicker enforcement

scenario

Further analysis needed to determine the most effective

enforcement method for some of these emerging threats

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Q&A

Panelists:

• Keefer Brumbach – Manager, Brand Services, MarkMonitor

• Kirby Barno – Manager, Brand Services, MarkMonitor

• Stefanie Ellis – Manager, Brand and Fraud Services, MarkMonitor

Moderator:

• Maya Markovich – Sr. Product Marketing Manager, MarkMonitor

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Thank You For information on MarkMonitor solutions, services and

complimentary educational events, please contact us:

Email: marketing@markmonitor.com

US: 1 (800) 745 9229

Europe: +44 (0) 203 206 2220

www.markmonitor.com