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Top Strategies for 2016 Protecting Your Brand and Content Online

Akino Chikada

Sr. Product Marketing Manager

Olesia Klevchuk

Sr. Product Marketing Manager

2015: Year in review

• Multi-channel marketing

• Digital Media

• Fraud

• Online Shopping Barometer

2016: Trends

• Darknet

• 3D Printing

• Digital Media

• Mobile

• Malware

Agenda

2

Year in Review

2015

Rise of multi-channel marketing

Mobile: a main gateway to the Internet

Social media: growing channel for brand abuse

Multi-Channel World

4

1

63% of budgets are invested in online

channels

Brands, their partners and fraudsters are

using multi-channel marketing

Each new channel comes with risks to

brand owners

Need for consistent brand and product

image and messaging

Growing channel for brand abuse

Rise of Multi-Channel Marketing

Put in place comprehensive multi-channel monitoring program to discover and act on brand infringements

5 Source: Lewis PR

U.S. consumers spend more time

accessing Internet using mobile devices

M-Commerce already accounts for 22%

of total e-retail channel and is set to

grow faster than e-commerce

Thousands of new less secure app

stores spring up across the internet:

Unauthorized and outdated copies of

apps

Malicious activity

Growing channel for brand abuse

Mobile as the Main Internet Gateway

Get visibility into how and where your brands and trademark terms are being used in mobile space

6

U.S. Retail M-Commerce Sales 2013-2019

$ Billions

Source: Statista

Social Media continues to contribute the majority of new content and adoption

rate increases

Noticeable brand abuse • Impersonation / Fan pages

• Promotion and proliferation of websites selling counterfeit

• Fraudulent links – e.g. phishing pages

• Fake special offers

• New Social Media sites, with vast adoption

A growing channel for brand abuse

Social Media

Get visibility into how and where your brands and trademark terms are being used in social media space

7

Growing popularity of streaming video

Mobile: key device to consume digital media

Digital Media

8

2

Growing appetite for streaming

content

Shift in piracy from downloading to

streaming content

Over the 17 months, infringing video

streaming content has grown faster

than other content types 449% Growth in TV Titles

269% Growth in Movie Titles

Often Faster than Other Types of Content

Video Streaming Online Piracy is Growing Fast

Keep up with a shifting digital piracy landscape and include streaming platform as a part of your monitoring program

9 Source: MarkMonitor

Low number of infringements detected

for mobile devices

Fast year on year growth rates

Disruptive consumers technologies

provide additional challenges

• Live streaming apps

Increasing number of piracy cases

Monitor mobile channel for piracy abuse

Mobile: Ultimate Entertainment Device

10

775,279

2,771,390 3,856,706

9,241,458

12,703,860

2011 2012 2013 2014 2015

Mobile ISP Infringements

Source: MarkMonitor

Phishing attacks targeting non-financial industries

Spear-phishing continues to be a major problem

Rise of Business Email Compromise scams

Fraud Continues to Evolve

11

3

Phishing attacks targeting non-financial industry increased ~400% since

January 2014

Protect your customers and prospects from phishing scams

Phishing Targeting Non-Financial Industry

12

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Non-FI Companies

Grand Total

Source: MarkMonitor

Spear-Phishing Email: Most Favored APT Attack Bait

(TrendMicro research, 2012; by now a known industry fact)

APT is the #1 security problem globally

Applies to all verticals

Spear-Phishing

13

Business Email Compromise Scams

14

A sophisticated scam targeting businesses working with foreign suppliers and/or businesses that regularly perform wire

transfer payments. The scam is carried out by compromising legitimate business e-mail accounts through social

engineering or computer intrusion techniques to conduct unauthorized transfers of funds.

Former employee Cybersquatted domain

Single recipient from different geography

Globally, consumers do 34% of their shopping online

24% of consumers have bought a product online that turned out to be

fake

More than half of consumers (56%) have been on the receiving end

of counterfeit emails

Alarmingly 20% of consumers knowingly continue with a purchase

after finding themselves on a website selling fake goods

Online Shopping Barometer

15

4

Source: MarkMonitor

64% of global consumers are worried about their online security

Generation gap:

• 53% of 18-34 year olds are confident shopping via smartphone

vs 17% of those aged over 55

Confidence in Security & Platform / Device

16

Maintain a secure and robust Brand Protection program

Sources: MarkMonitor; Interactive Advertising Bureau

2016 Trends

Growing interest in the Deep Web and Darknet

Brand Protection strategies in the Deep Web and Darknet

Deep Web and Darknet

18

1

Understanding the Internet Landscape

19

The Deep Web is hundreds of times larger than the ‘Surface Web'

Surface Web

Deep Web

Dark Web / DarkNet

Searchable with

standard search

engines

Un-indexed websites

Dark Web: web content that exists

on the DarkNet

DarkNet: Network that can only be

accessed with specific software,

configurations, or authorization

Uncovering brand abuse in

the deep web

Enforcement options

• C&Ds to website operators

• Take-down requests to

ISPs

• Notices to marketplaces,

social media sites, mobile

app stores

Brand Abuse Lurking in the Deep Web

20

Understand your level of risk

• FIs must be monitoring for account information

• Those with counterfeiting issues should determine if these

marketplaces provide means of mass distribution

• All others should:

Determine whether you need regular monitoring OR

Periodic monitoring for changes to the threat landscape

Track abuse over time

Due to anonymity, online enforcement difficult

For stolen account or credential information

Brand Abuse Lurking in the Darknet

21

Growing popularity and adoption of 3D printing technology

Impact on Intellectual Property

3D Printing

22

2

Worldwide shipment of 3D printers

to reach almost half a million units in

2016.

• 5.6 million by 2019. (232k in 2015)

Enterprise and consumer demand

Growth driven mainly by sales of low

cost entry-level printers

• Under $2.5k purchases are driven

by schools and universities rather

household purchases

Adoption of 3D printers still in its infancy

Adoption of 3D Printing Technology

23 Source: Gartner

In The News

24

The FAA Cleared The First 3D

Printed Part To Fly In A

Commercial Jet Engine From GE

Trademarks

3D printing replacing traditional manufacturing

Consumers creating copies for personal use

Copyright

More companies and individuals assuming copyright for design

CAD available via P2P & pirate sites

Scanning

Ability to scan and replicate products

Shared designs hard to identify

A New Emerging Threat For Global Brands

3D Printing presents legitimate threats to right holders

3D Printing Impact On IP Protection

25

Physical goods companies and Trademarks

• Monitor availability of counterfeit products on usual places and

specialized 3D stores

• Partnerships and licensing

• Goods will stop crossing borders

Digital Assets and Copyright

• Monitor and detect at the source – CAD files

• Threats presented by 3D printing will be similar to those faced by

digital media not consumer goods companies

Address IP abused caused by 3D printing by focusing on digital goods

Addressing Impact of 3D Printers

26

Evolution of mobile channel

Malicious mobile apps are on the rise

Mobile: New Types of Abuse

27

3

Mobile is evolving into solo channel

• Mobile only Marketplaces: Flipcart

& Line

• Mobile only Social Media

• Mobile only banking service:

Caixabank

Fueled to popularity and

accessibility of mobile devices in

developing markets

Expand your mobile channel brand protection program

Evolution of Mobile Channel

28

Less than 20,000 malicious apps in 2012; more than 240,000 in

2013; and more than 390,000 in the first 3 quarters of 2014

Number of malicious Android applications designed to steal

financial data rose almost fivefold in the second half of 2013

Malicious Mobile Apps Are on the Rise

29 Source: FireEye

Streaming media will take over everything

Top trends to watch in 2016 in growing importance of streaming

audio/visual content

Digital Media

30

4

Streaming Media Is Taking Over

75 million users

45 million users

69 million subscribers

10 million users

Music: Spotify

Gaming: Twitch

Video: Netflix

Mobile: Periscope

31

Content owners need to ensure they have effective monitoring and enforcement using fingerprint and Content ID

New paid subscription model to ad-free streaming

service

Ability to download and view videos offline

YouTube Red will create additional revenue stream from

subscription

2016 will show result of the move and address concerns

around monetization

Google moves into subscription area

Launch of YouTube Red

32

Ad-free videos

Save offline

Background Play

Allows you to watch thousands of

movies instantaneously

In the U.S., software was downloaded

onto millions of devices

Interface resembles that of popular

legitimate streaming platforms

BitTorrent Powered Streaming App

2016 will bring more variations of Popcorn Time

New Type of Piracy: Popcorn Time

33

Malware is easier to create, and more diversified

Ransomware on the rise

Malware

34

5

Malware Variations

Example: Trojan:

Win32/Meredrop

Spyware Banking Trojans Ransomware Remote Access

Trojans (RATs)

Characteristics: Key logging

Screen Captures

Print Captures

Pop Ups

Adware

Characteristics: Organizational target

list

Configuration Files

Key logging

Screen captures

Print captures

DGAs

HTML Form Injection

Characteristics: Encrypts files

Encrypts hard disk

Requests payment

Characteristics: Installed w/ user

application

Included Backdoor

Allows remote access

Enables

Administrative control

Key logging

35

Example:

Shiz

Gozi

Dridex

Example:

CryptoWall

CryptoLocker

Example:

Back Orifice

JSocket

AlienSpy

Designed for direct revenue generation; forces victims to pay the

ransom to grant access to their systems, or to get their data back

- typically victims are asked to pay in bitcoins

Targets individuals and businesses in all industries

Increase number of incidents involving so-called “drive-by”

ransomware, where users can infect their computers simply by

clicking on a compromised website, often lured there by a

deceptive e-mail or pop-up window

Ransomware on the Rise

36

Have visibility into all digital channels to maintain a proactive

Brand Protection strategy

Stay on top of the latest tactics leveraged by fraudsters

Continue to educate your customers so they can be your allies in

fighting brand abuse

Conclusions

37

Questions?

Featured Speakers

Akino Chikada

Sr. Product Marketing Manager

MarkMonitor

Olesia Klevchuk

Sr. Product Marketing Manager

MarkMonitor

39

Thank You!

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