A Candid Conversation: The Financial Benefit of Invalid Traffic

The industry has a problem. Invalid traffic is rife across the trading ecosystem and transparency is veiled, at best. This panel of publisher, agency and trade association chat candidly about the need for verification requirements to cover all parts of the system, right down to the publishers who place the adverts on their websites, to bring transparency and due diligence to the entire online advertising ecosystem. Everyone from Brand to DSP should know their customers and can have comfort that payments are being made to legitimate companies. Ultimately, this is a system of large-scale financial transactions and the ability for bad actors to engage in transactions should be minimised.

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Ian Moss



Ian is Spokesperson for UKSAFC, a group of advertising professionals, policymakers, technology providers, and agencies committed to tackling all forms of advertising funded crime and fraud in the United Kingdom. Ian is a Partner at The Brief which provides strategic policy and political advice. A former CEO of trade associations in the creative industries and director of public affairs in the music industry, Ian was a senior civil servant, working in HM Treasury, Cabinet Office, DWP and the Ministry of Justice.

Arshiya Nazir

Programmatic Strategy Director, UK


Arshiya Nazir is Programmatic Strategy Director at Dentsu UK. Evangelising the Dentsu difference between the Product, Planning and Programmatic teams, recently navigating the agency and their clients around the evolving cookieless, omnichannel and brand safety landscape. She has worked in the media industry for a decade, with almost five years spent at The Telegraph.

Tom Pickworth

Director of Technical Operations, Commercial

Mail Metro Media

Tom currently serves as the Director of Technical Operations at Mail Metro Media and is an experienced executive with a demonstrated history across Digital Strategy, Management, Digital Media, and Online Advertising. Prior to joining MailOnline, Tom spent 11 years at the Economist working across various roles in the publisher’s digital teams.

James Welch

Growth Consultant

Acceleration, a GroupM company

James Welch, a programmatic old timer, since the time of the launch of Xaxis and The Media Innovation Group (MIG) in Asia. James ran the latter, WPP’s ‘other trading desk’, heralded by Campaign Asia Pacific as the number one media launch in 2012, with Xaxis at number two. A couple of years later the MIG was rolled into GroupM to join Xaxis and James moved to Dubai where he set up Orchestra Middle East. Here he also was a co-founder of the IAB Middle East and vice-chair of the Marketing Society Middle East. Last year James joined GroupM’s Acceleration UK as an adtech consultant. Acceleration is the data, technology and analytics business housed in GroupM Nexus. His role is to help marketers access - and build - bespoke, world-class adtech.   James joined Acceleration from Omnicom Media Group’s EMEA tech team called Annalect, where he helped win clients and embed the Omni platform. He is also a founding member of The UK Stop Ad Funded Crime (UKSAFC) group, launched in 2022. James has a degree in French from Birmingham University and only plays old French pop music to his young kids when his Australian wife is out.

The Brand Safety Summit Asia from Singapore is back, and it's going to be bigger and better than ever! This one-day event will bring together top global marketers, the leading voices in ad agencies, tech industry experts, and digital trailblazers from across APAC for thought-provoking sessions and lively discussions.

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