Know Your Advertiser: Fighting Fake Ads with Common Sense and Artificial Intelligence

Know Your Advertiser:Fighting Fake Ads with Common Sense and Artificial Intelligence

CHRISTOPHER PAQUETTE

Co-founder, CEO

January 16, 2018

Marketing Politics 2018 – Washington, D.C.

Discussion Outline

• Overview of DeepIntent

• Verified Ads – Fighting Fake Advertisers

2DeepIntent | www.deepintent.com


Introduction

is a Customer Intelligence & Programmatic Ad Platform that uses

A.I. to discover actionable insights into our client’s customers.

Our core Artificial Intelligence reads and watches content on the internet,

understands the themes and sentiment within the media, and from this,

builds a profile of your customer’s motivations, interests, and affinities.

Combining these profiles with client CRM data allows us to

build very powerful predictive systems that drive

business growth for our clients.

4

Identifying Political Interests & Affinities

State-of-the-art Computer Vision and Natural Language AI understands the

articles and videos that your audience engages with across all major digital

publishers.

4

2018 Tax Reform Bill

Overall Positive Sentiment

- College Savings Plan

(Positive)

- 529 Plans (Positive)

- Tax Legislation (Positive)

DeepIntent | www.deepintent.com

The Tennessean

Real Time Consumption Analytics Drives Effective Ad Targeting


John Smith

Age: 35

New York, NY

Registered Republican

Voted in 2012, 2016 Elections

2018 Tax Reform Bill

Overall Positive Sentiment

- College Savings Plan

(Positive)

- 529 Plans (Positive)

- Tax Legislation (Positive)

New York Times

Fox News

Introducing Verified Ads

Hacking the 2016 Election

126 million+ Americans had their data, friendships and information exploited

by foreign influencers with the intent to undermine the democratic process in

the United States.

The largest digital platforms in the US were silently weaponized.

DeepIntent | www.deepintent.com

How It Happened: Who Was Behind It?

The Internet Research Agency, a Russian “Troll Farm” operating on behalf of

the Russian Government, exploited new media in a sweeping campaign to

manipulate the public consciousness ahead of the 2016 elections.


Coordinated Disinformation

The IRA and related groups registered several topically-relevant domains and

created thousands of internet presences (fake accounts, fake sites) designed

to be indistinguishable from reputable news outlets & political commentators.

Their intention was to distort the truth and fabricate lies.


vs.

Weaponized Ad Platforms

Purchasing ads on Google, Facebook and Twitter, the IRA used self-declared

user data such as race, religion, political, and interests to reach millions of

Americans with highly-targeted and divisive ads.

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Ad Targeting

Location:

Kentucky

Alabama

Nebraska

Interests:

Bill O’Reily

Jesus

Republican Party

Fox News

Learning from Analysis

An analysis of the facts we know today shows that this attack reveals several

vulnerabilities that platforms and tech companies can use to detect, expose,

and combat disinformation campaigns.

\DeepIntent | www.deepintent.com

Buying Political Ads Today is Easy


Facebook, Twitter, and Google are open platforms that are designed to reduce

the “friction” (time) of creating an account and buying ads.

These platforms operate at a massive scale with millions of businesses and

billions of users able to purchase ads within minutes.

The ad industry has no processes designed to verify the legitimacy and screen

for malicious intentions of the ad buyer.

Buying Political Ads Today Is Easy


Within minutes, anyone anywhere can launch a political ad campaign

Ad Approved

Link: Protest Video

https://player.vimeo.com/video/191078707

Building a Defense: Verified Ads


DeepIntent introduced our Verified Ads system as the first comprehensive

system for determining the legitimacy of a political advertiser, with the goal of

bringing transparency into the information our users receive.

More Transparency, More Accountability.


The Verified Ads experience provides an interactive way for the user to see

more detailed information about the advertiser.

How It Works


Scan > Audit > Verify

Using a mix of state-of-the-art computer vision, natural language processing

A.I. and human review, DeepIntent Verified Ads combines business logic with

the latest technology to audit the advertiser and their creatives in real-time.

American Action Network

Domain: americanactionnetwork.org

Domain Owned by Advertiser: Yes

Domain Registration Date: 2009

FEC ID: C90011230

Location: Washington D.C.

Entity Type: Registered Non-Profit

Candidate Affiliation: None

Candidate Authorization: N/A

Individuals Associated: Yes (11)

Individuals Based in US?: Yes

Contact IP Address Details: US-based

A Blocked Attempt to Buy Political Ads on DeepIntent


Advertiser Rejected

Advertiser: Black Matters

Domain: blackmattersus.com

Domain Owned by Advertiser: Yes

Domain Registration Date: 2015

FEC ID: None

Location: Unknown

Entity Type: Unknown

Candidate Affiliations: None

Candidate Authorization: N/A

Individuals Associated: No

Individuals Based in US?: Unknown

Contact IP Address Details: US-based; Known Proxy

Verified Ads Successfully Identifies Fake Advertisers


Using 30 samples of the accounts provided to Congress, DeepIntent’s Verified

Ads solution successfully flagged all of the accounts as suspicious.

Link: AJC News - List of Russian Accounts

Advertiser Flagged

Advertiser Flagged

Advertiser Flagged

http://www.ajc.com/news/world/did-you-fall-for-these-fake-ads-how-russian-trolls-got-into-your-facebook-feeds/q1BxFh6iIfIb0SgxAutKcP/

Preparing for 2018 Elections & Beyond


As we head into the 2018, federal legislation like the Honest Ads Act and state

legislation like that proposed in New York will close legal loopholes and require

more accountability from advertisers and platforms.

DeepIntent’s Verified Ads solution is a model for how companies in our

industry can effectively fight fraud and foreign influences in our elections.

Today, we are sharing our approach in hopes that others will constructively

work to build a safer digital experience and a stronger democracy.

Thank You

CEO, Co-Founder | Chris Paquette | [email protected]

646.827.9524

Know Your Advertiser: Fighting Fake Ads with Common Sense and Artificial Intelligence

Presentations & Public Speaking

Transcript of Know Your Advertiser: Fighting Fake Ads with Common Sense and Artificial Intelligence