SOURCE: White Ops

White Ops

March 03, 2014 09:01 ET

White Ops Appoints Former Interactive Advertising Bureau Executive as Senior Vice President

Steve Sullivan Brings Security and Anti-Fraud Expertise to Battle Botnets in the Online Advertising and Marketing Digital World

NEW YORK, NY--(Marketwired - Mar 3, 2014) - White Ops, a pioneer in online fraud detection, today announced the appointment of Steve Sullivan as senior vice president. Sullivan is responsible for industry relations and regulatory affairs for the company's Digital Advertising Security initiatives.

"The AdTech industry has seen a boom in ad fraud over the last few years, thanks to clever cybercriminals who've set their sights on these uncharted waters which offer new means of turning profits easily under the noses of advertisers," said Michael Tiffany, Co-Founder and CEO at White Ops. "We've developed an easy way for the ad industry to stop this exploitation by stopping botnets from biting into their bottom lines. With Steve's ad industry experience and anti-fraud and security experience, White Ops can continue to keep abreast of industry regulations, broaden the company's visibility in this market and help move us to the next growth phase."

Reporting to Co-Founder and CEO Michael Tiffany, Sullivan will be based in Seattle, WA. He joins White Ops from the Interactive Advertising Bureau (IAB), a digital advertising trade association that develops industry standards, conducts research and provides public policy support for the online advertising industry, where he served as vice president of advertising technology. While there, he was responsible for the ad operations and ad technology councils, fraud awareness and protection, malware and malvertising, technical presentations and communications and he spearheaded the industry's first-of-its kind, "Best Practices - Traffic Fraud: Reducing Risk to Exposure" that offers premium publishers, networks and buyers an understanding of how bots can infiltrate legitimate publisher inventory. As a member of the IAB's Traffic of Good Intent Task Force, White Ops helped set the foundation for the Best Practices. Prior to the IAB, he served as a lead program manager of security privacy and fraud at Microsoft.

"The senior team at White Ops is an interdisciplinary powerhouse of ethical core values and technical acumen who have found a unique way of pulling the rug out from beneath the cybercriminal underground looking to defraud advertisers," said Sullivan. "I have never found a more capable, nor interesting group of individuals and I'm extremely excited to join White Ops to help combat and ultimately eradicate ad fraud."

At least 22 percent of digital display advertising traffic worldwide is driven by bots, leading to an estimated $6-10 billion loss to advertising fraud alone each year. It takes most currently available software an average of 54 days to detect newly released malware and only 40-50 percent of malware can be detected by conventional methods. White Ops has created a new and highly sophisticated anti-fraud security solution that works across the spectrum of online business, including the entire advertising ecosystem, from the smallest brand agency to the largest exchange, enterprise systems, e-commerce, finance and Big Data companies. White Ops introduces the fundamental metric that matters: "Cost per Human," the real cost of reaching humans that will ultimately buy products or services -- not bots, which do nothing but falsely inflate metrics. 

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About White Ops
White Ops is a pioneer in the detection of and systematic defense against bot and malware fraud, providing advertisers and Enterprise businesses with the tools they need to eliminate fraud, raise their bottom lines and ensure the success of their campaigns and the security of their systems and data. White Ops' leading-edge technology combats criminal activity in a significantly different and more comprehensive way than any method currently on the market. White Ops differentiates between bot and human interaction in online advertising and publishing, Enterprise business networks, e-commerce transactions, financial systems and more, allowing clients to remove and prevent fraudulent traffic and activity. By working with clients to cut off sources of bad traffic, White Ops makes bot and malware fraud unprofitable and unsustainable for the cyber criminals who ultimately profit from it -- an economic strategy that will eventually eradicate this type of fraud. On the Web at

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