 Now going ahead to the next session. I'd like to welcome our next session speaker. He is Mr. Dheeraj Gupta, co-founder and CTO for M-Filterate, the world's leading trust partner offering mutual third party solutions for ad fraud detection and prevention. He is the mastermind behind identifying a bad bot and demarcating it from a good one in the digital world and he loves to develop technologies for them to share some insights on the need for antivirus in digital marketing. So may we have you on board Dheeraj. He's already here with us and he'll be talking about the need for antivirus in digital marketing. So let's go ahead. Thank you so much, Shobha and I appreciate the introduction. It's great to be here and I think the topic which I am covering is very interesting. Normally something which when we are going into digital transformation, the previous speaker was talking about how digital transformation is increasing in India and globally because of COVID. It is equally important to understand the precautions required to be taken when you are investing into digital transformation. We've all been from the world where we've seen why antivirus was a critical need on our desktops, on our laptops. We don't think twice about making sure that we have an antivirus on our devices. We obviously realize that it is almost mandatory if we have to be in the digital world. We have to transact. We have to make payments. But when as advertisers we plan our campaigns, when we plan our budgets to spend money online, we assume interestingly, we assume that the same digital ecosystem is clean, the same digital ecosystem is without malware, the same digital ecosystem is without bots. It's a conundrum because we obviously keep seeing how scams are happening online, how there are fake websites, there are crawlers, there are bots. We still assume that whatever we are spending on digital marketing is going to the right audience. It is going on the right channels. It is bringing the full ROI which you are spending for. That I believe is an important myth which needs to be broken. I want to talk about why having an antivirus is extremely important in your digital campaigns. If you're spending on digital marketing, you should be aware of how and where your money is being spent. Otherwise, you're going to be cheated in the same way as malware is used to cheat us on our laptops, on our desktops and that I think is extremely important. Another interesting thing and I'm sharing my presentation, we all are interacting with bots these days. We keep seeing chat bots. AI is becoming very important. The previous speaker was talking about AI and how it is changing the world. We keep seeing that we are interacting on a call center with a bot. We interact with Alexa, for example, that is a bot. Bots are able to do a lot of activity with almost similar experiences what a human would. Why would those same bots not impact your marketing campaigns? What is the reason why these bots would say, hey, let me not trouble ads and impact everyone else? It just doesn't make sense. Bots now compromise the largest percentage of traffic online. If I was to give you one thing to take away, machines have already taken over the digital world. It's a recap of Terminator if anyone's interested in that franchise. But the amount of traffic which is online is machine driven. It's far more than human traffic. Look, if you see the article right at the bottom, this is a Hindu business line article just September 5th, 2021. Two thirds of traffic on any website is bot traffic. These bots will obviously be on the website. They will trigger ads, ads which you are paying for. You will end up spending money on ads which are being seen by machines with no benefit from a human interaction. This I think is very important to understand and that I think is the key takeaway of why an anti-virus is needed when you are running your digital campaigns. In fact, it's not, there was a very interesting and a very diametrical analysis done by HP way back in 2016 by the way. This is almost four, five years ago. That study was repeated this year and came with identical results. In terms of ease of doing fraud and the payout potential at fraud is the best option for fraudsters. So if anyone out there is thinking of an alternate profession is thinking of, you know, getting bored out of their current life and want to take up the life of crime, ad fraud is the place to be in. In terms of the effort required and the risk, it is amazing. You can set yourself in digital marketing very, very easily. The risk associated is almost zero. You will never go to jail. Interestingly, it is not illegal anywhere in the world. Ad fraud is not illegal, which means you will never go to jail and your payout potential is in millions and millions of dollars. Just last year, a bot was detected. It was called the meth bot, METH bot. Please do read about it. It was impacting YouTube. This bot was by Russian mafia. They were making six million dollars per day, six million dollars per day on YouTube, which was being burnt out. And this bot in itself made millions and millions of dollars at the cost of all advertisers. So please remember, ad fraud is here. Digital transformation is critical. Antivirus is extremely important for that transformation to work. Some myths which I want to cover very quickly. If you think that you have trusted sources, there are a lot of wall gardens and we feel, no, we are comfortable there. We know that, you know, those are more trusted partners. Unfortunately, that's a myth. There is fraud on world margins. Those same bots, which impact other publishers impact all those wall gardens as well. Another myth is, hey, I'm optimizing towards performance. I'm optimizing towards sales. How can that be wrong? There is fraud on performance campaigns. Even if you're optimizing towards sales and performance, that doesn't mean that you are without fraud. There is actually a high chance that you might actually have more fraud in performance campaigns. And just why is, you know, in trans need antivirus, we did a survey with marketers and we asked them, what are your concerns on digital transformations? And most of them had topics which were very high in their agenda. 40% felt that ROI for the marketing activities were a big challenge. Fraud will impact your ROI. You will get lower return on ad spends simply because bots are eating away your budgets. You might feel that my website is slow. My content is not good. My digital marketing team is useless. My agency is not up to the mark. No, that all of that may be the case. But fundamentally, you're already losing 20, 25% of your budget on bots. The moment you plug that leakage, you already have a great starting point for having a far better ROI than what you currently have. So it is important to understand that your ROI in your digital transformation program is going to get massively impacted if you don't bring in an antivirus in place. And this is agnostic to social media campaigns, YouTube campaigns, search campaigns, display campaigns, programmatic campaigns, you name it, these bots can impact all of these for you. What about brand safety? Everyone understands that brand is very important. It is important that brands should be played in the right audience, in the right content, in the right placements. But how is that being enforced? Here are four examples of simply campaigns running on YouTube, where there are these are large global examples on the top, two Indian examples on the bottom, where clearly the brand safety was massively impacted, placements were completely incorrect. The brand when it is running and spending money on these placements is impacting its on its own. So it's like shooting yourself in the leg, you're spending money to impact yourself. And this I believe is extremely important to protect against. And as more and more customers are becoming tech savvy, they are going online, they understand what is happening. They realize that brands are actually spending money. And if they don't know where they're spending money, then they also start doubting their products, their services. It has an impact on your PR and your on your publicity in social media. So remember this. And again, the need of anti virus to protect this becomes crucial. And what is the compounding impact of the virus? So first is that you lose 25% of your money straight away. Today, all advertisers on this call, all of you have lost 25% of your money. Full stop. If that doesn't shake you up, I don't know what will, right? 25% money lost today, it will be lost tomorrow as well and day after. But that doesn't, that doesn't stop the impact. When you actually burn this money, you lose this money, but you also pay money to bad publishers at the cost of good publishers. So in the ecosystem, now good publishers lose out. They don't get the traffic and the dollars, which they should get and bots and machines eat up that budget. When you run the analysis, your optimization is flawed. You're looking at polluted data. You are measuring your team's performance, your product performance, your key arrays on polluted data. And that polluted data will give you result in flawed optimizations, which will further make the matter worse. And finally, every dollar which you are losing is going to fraudsters, who is actually investing that to improve himself, to scale up. So when you lose 25%, you're actually giving that money to a fraudster who is going to build a tech to become more rampant. And that is only going to result in more and more fraud. So in effect, you're actually investing into fraud. And that I think is extremely important to understand that not only are you losing money, you're actually contributing to the problem. And that's where it becomes extremely important for all advertisers to understand this. So finally, M-filtered is an antivirus. We help you in covering your complete funnel. You might be on impressions, you might be on programmatic, you might be on clicks, you might be on visits, leads, purchases, whatever your payout models are, whatever your channels are, wall gardens, programmatic, search, social, whatever is the campaign spend on which you're doing, we have you covered. And I believe that this is an important aspect for you to understand because you have just lost 25% of your budget today. And with a filtration in place, you can recover that, claw that back and bring that back into your campaigns and improve and generate more business for your brand. That's all from my side. Thank you so much. And I am open for questions, if any. Thank you so much, Thiraj, for your lovely presentation. I think you really simplified it for all of us. And it was really an eye-opener to see that how we are enabling these bots to even grow further and it's just crashing the whole digital economy. So thank you so much for joining us for this session.