advanced online brand protection enforcement strategies · 2020. 5. 24. · keefer brumbach –...
TRANSCRIPT
© 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
2
Overview
Managing Brand Compliance
Badware: SEO Poisoning Promoting Rogue Sites
Brand Fraud
3
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
5
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
6
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
7
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
8
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.
10
SEO Poisoning Example
11
SEO Poisoning Example
12
###.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
13
SEO Poisoning Example
14
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
15
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
17
Fraud Crosses Multiple Threat Vectors
© Websites & Domains
Social Media
Mobile Apps
Marketplaces
Search
Brand Fraud /
Phishing Fraud
18
Loan Lead Generator Websites
Detection Method: • Websites
• Paid Search
Enforcement: • C&D to ISP
• Paid Ad Removal
19
Impersonation Websites
Detection Method: • Websites
• Client detected via consumer alert
Enforcement: • C&D to ISP
• Transfer request
• UDRP
20
#Hashtag Phishing/Card Popping
21
Social Media Impersonations
Detection Method: • Social Media
• Websites
Enforcement: • Social Media profile
removal
• C&D to ISP for website
22
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
23
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
24
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
25
Thank You For information on MarkMonitor solutions, services and
complimentary educational events, please contact us:
Email: [email protected]
US: 1 (800) 745 9229
Europe: +44 (0) 203 206 2220
www.markmonitor.com