Appendix CExternal Study ContributorsWhite Ops worked with several study contributorsto provide additional <strong>in</strong>sight <strong>in</strong>to the study results.ChartbeatChartbeat, a betaworks company that providesreal-time analytics to websites and blogs, provideddata for comparison of bot and human engagementand viewability metrics. Chartbeat matched 120 millionimpressions with White Ops data on 87 publishers.GhosteryGhostery ® is a global technology company thatprovides solutions for onl<strong>in</strong>e transparency and controlto <strong>in</strong>dividuals and bus<strong>in</strong>esses. Ghostery provided <strong>in</strong>sight<strong>in</strong>to trackers runn<strong>in</strong>g on the study’s top 10,000 doma<strong>in</strong>sby traffic volume, the study’s worst bot sites, and topAlexa sites.GrapeshotGrapeshot is a software technology company us<strong>in</strong>gadvanced Information Retrieval techniques pioneeredat Cambridge University. For the study, Grapeshotprovided doma<strong>in</strong> characteristics data for 13,000doma<strong>in</strong>s. White Ops used this data to identify bottrends by doma<strong>in</strong> category.56
Appendix DIllustrative Terms and ConditionsConsider add<strong>in</strong>g specific language to your terms and conditions to address the issuesdiscussed <strong>in</strong> this study. An illustration of one approach to the def<strong>in</strong>ition of fraudulenttraffic and the safeguards that might be negotiated between advertisers and mediacompanies appears below (developed by Reed Smith, ANA’s outside legal counsel). Youshould consult with your own counsel to develop specific provisions that best serveyour company’s <strong>in</strong>dividual <strong>in</strong>terests.T & C<strong>Fraud</strong>ulent Traffic(a) “<strong>Fraud</strong>ulent Traffic” means the <strong>in</strong>clusion <strong>in</strong> reports, bills or other <strong>in</strong>formation and materials associatedwith this Agreement, of data that counts or uses <strong>in</strong> calculations, anyth<strong>in</strong>g other than natural persons view<strong>in</strong>gactually displayed Ads <strong>in</strong> the normal course of us<strong>in</strong>g any device, <strong>in</strong>clud<strong>in</strong>g, without limitation, brows<strong>in</strong>gthrough onl<strong>in</strong>e, mobile or any other technology or platform. For the avoidance of ambiguity, <strong>Fraud</strong>ulentTraffic <strong>in</strong>cludes, without limitation, the <strong>in</strong>clusion or count<strong>in</strong>g of views: (i) by a natural person who has beenengaged for the purpose of view<strong>in</strong>g such Ads, whether exclusively or <strong>in</strong> conjunction with any other activitiesof that person; (ii) by non-human visitors; (iii) comb<strong>in</strong>ations of displays directed or redirected by anycomb<strong>in</strong>ation of (i) and/or (ii); and (iv) that are not actually visible to the human eye, discernible to humansenses or perceived by a human be<strong>in</strong>g.(b) Media Company will establish, implement and use all commercially reasonable technology andmethodologies to: (i) prevent <strong>Fraud</strong>ulent Traffic; (ii) detect <strong>Fraud</strong>ulent Traffic should it occur; and (iii)promptly take steps to prevent cont<strong>in</strong>uation and/or recurrence of occurrences thereof. Media Company willensure, by agreement, <strong>in</strong>struction or any other legally enforceable means, that all third parties to which Adsare delivered, displayed or made available have adopted and implemented technology and methodologies(and agreed <strong>in</strong> writ<strong>in</strong>g thereto) to ensure Media Company is <strong>in</strong> compliance with the forego<strong>in</strong>g obligations.Media Company agrees that Advertiser shall have no obligation hereunder, for compensation, liability orotherwise <strong>in</strong> respect of <strong>Fraud</strong>ulent Traffic and shall not be billed or required to pay for <strong>Fraud</strong>ulent Traffic.To the extent any payment attributable to <strong>Fraud</strong>ulent Traffic is or may be paid by Advertiser, Media Companyshall, with<strong>in</strong> five (5) days, reimburse and refund such payment to Advertiser, together with reasonablyadequate documentation to substantiate the accuracy of any such reimbursement or refund. Unlessotherwise <strong>in</strong>cluded <strong>in</strong> another audit provision hereunder, Advertiser or its designated auditors shall beentitled to audit the books and records of Media Company for the purpose of determ<strong>in</strong><strong>in</strong>g compliance withthe provisions of this Agreement.57
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