During this 213th episode of “Marketing Today,” I interview Dan Lowden, the Chief Marketing Officer at White Ops.
On the show today, we talk about marketing and cybersecurity. We get into fraud and fraud detection, including two significant cases where White Ops was one of the leaders in identifying fraud. You’re going to learn a lot about fraud and why marketers should care about it.
Lowden explains some of the complex problems White Ops addresses that marketers need to be thinking about today. He says, “The goal here is to ensure brands from a marketing integrity perspective, from an advertising integrity perspective, are engaging with real humans.” We talk about the types of threats White Ops sees right now and how this bad data can affect marketing teams. Lowden says, “Every company in the world right now is being attacked.” He encourages us to stand up to these threats. Then he tells two stories about how WhiteOps helped to identify fraud. He emphasizes, “We don’t underestimate how smart these bad actors are.” Throughout this episode, Lowden makes a case for why stopping fraud is a massive opportunity for marketers.
Highlights from this week’s “Marketing Today”:
- Dan’s path from being a chef to becoming a marketing CMO. 01:33
- What led Dan into the cybersecurity space. 03:15
- The sophisticated problems White Ops addresses. 04:51
- The growing demand for fraud prevention. 06:43
- Using a tag on your sites to track bots. 14:35
- The story of a group of bad actors WhiteOps helped detect. 16:06
- The economics of cybercrime. 20:04
- The Ice Bucket CTV fraud. 20:57
- Recent investments in White Ops. 25:58
- Marketing White Ops. 27:56
- Is there an experience in his past that defines who he is today? 30:40
- What is the advice Dan would give to his younger self? 32:34
- The most impactful purchase he has made in the last 6-12 months of $100 or less. 34:40
- Are there any brands, companies, or causes that Dan follows that he thinks other people should take notice of? 35:41
- Dan’s take on the top opportunity and threat facing marketers today. 37:59
Resources Mentioned:
- White Ops
- Episode 73 on Ad Fraud with Augustine Fou
- Episode 177 on Ad Fraud Myths with Augustine Fou
- Episode 194 on Uber Ad Fraud case with Kevin Frisch
- Episode 201 on Ad Fraud with Jampp founder Diego Meller
- The Hunt for 3ve – whitepaper on the largest bot fraud by Google and White Ops
- CTV Ad Fraud – ICEBUCKET
- The investment received from Goldman Sachs and ClearSky Security
- Tesla
- Disney
- Masterclass with Bob Iger
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.