Brand Abuse Online David Naffziger CEO – BrandVerity.
-
Upload
alex-warren -
Category
Documents
-
view
227 -
download
3
Transcript of Brand Abuse Online David Naffziger CEO – BrandVerity.
![Page 1: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/1.jpg)
Brand Abuse Online
David Naffziger
CEO – BrandVerity
![Page 2: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/2.jpg)
Common Forms of Brand Abuse
Abuse is most frequently found in channels where abusers can make money.
• Domain Names
• Spam & Adware
• Search Ads
![Page 3: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/3.jpg)
Domain Typos of Virgin Mobile
20,000 visitors a month
3,200
1,600
30,000
9,000 200
![Page 4: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/4.jpg)
The Brand Owner’s Approach
1. Generate a list of domains
2. Check the list to see who owns the domains
3. Find out which domains have traffic
4. Get those domains back
![Page 5: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/5.jpg)
Find Typos
http://www.domaintools.com/domain-typo/ orhttp://www.citizenhawk.com
![Page 6: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/6.jpg)
Find Brand Extensions
https://adwords.google.com/select/KeywordTool orhttp://www.keyworddiscovery.com
![Page 7: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/7.jpg)
Find International Registrations
![Page 8: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/8.jpg)
Who has Traffic?Good indicators of Traffic:• AdWords Keyword Tool
– Input both the full domain and just the stem: (virginatlatic & virginatlatic.com) and check scores
• KeywordTracker– Same exercise as with AdWords Keyword Tool
• Registration Date– Older registrations are more likely to have traffic
• Buy AdWords for every typo in question
![Page 9: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/9.jpg)
Get the Domain Back
• Uniform Domain Resolution Process (UDRP)– Quick, Inexpensive Mediated process to recover
domains from abusers– Can take 30 days & cost several $K
• Anti-Cybersquatting Protection Act (ACPA)– US-based law that allows for up to $100K in damages
for cybersquatting/typosquatting– Verizon recently won an award of $30 MM against a
typosquatter
![Page 10: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/10.jpg)
Spam & Adware
• Utilized to:– Sell your products
• Usually by your affiliates or partners
– Sell your competitor’s products– Sell knockoffs
• May contain legal liability for the brand-owner:– False advertising claims– CAN SPAM compliance– Adware consent
![Page 11: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/11.jpg)
Catching Spam & Adware Abuse
• Requires specialized tools
• Spam:– Lashback– EmailDataSource
• Adware:– Ben Edelman offers a fantastic detection and
monitoring service
![Page 12: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/12.jpg)
Search Ad Brand Abuse
• Abuse is frequently conducted by organizations that:– Compete with you– Are your partners (affiliates)– Strongly dislike you
![Page 13: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/13.jpg)
Methods of Abuse
• How they hide from you:– Reverse geo-targeting– Day-parting– Copy your ad text
![Page 14: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/14.jpg)
Methods of Abuse
• How they dodge Google's filters:– TM in Display URL– Variations on TM (typos,
spaces, etc.)
![Page 15: Brand Abuse Online David Naffziger CEO – BrandVerity.](https://reader033.fdocuments.net/reader033/viewer/2022061305/55140933550346dd488b4cc4/html5/thumbnails/15.jpg)
Monitoring• Manual
– Use Google Translate or other translation tools• Or proxies• Or AOL client• Or anything that gets you an IP from a different location
– Do the testing off-hours– Look at the page source
• Automated– Shameless plug: BrandVerity PoachMark
• Free, no-credit-card trial