One of the key events on the brand protection calendar, the International Trademark Association (INTA) Leadership Meeting kicks off in Phoenix, Arizona next month, bringing together brand protection and trademark professionals to explore the challenges and opportunities facing the industry.
The Brand Safety Alliance is proud to be attending INTA Leadership once again, this time partnering with Meta for a fireside conversation, “The Brand Protection Playbook Is Broken: Meta and the Shift from Reactive to Proactive."
The BSA's Tony Kirsch will be joined by Mia Brickhouse, Director, Head of Domains and Off-Platform Enforcement at Meta.
Fraudulent domains can enable phishing, impersonation and other forms of fraud, often reaching customers before traditional enforcement measures can intervene. As these threats evolve, there's a growing need to look beyond responding to abuse and consider how to prevent it earlier.
Tony and Mia will discuss these issues, what brand protection means for Meta and why it needs to shift closer to the point of domain registration to keep up with today's threat landscape.
If you're attending INTA and would like to continue this conversation, don't hesitate to reach out to us at hello {@} brandsafetyalliance {.} co.
A Conversation with Meta on Proactive Brand Protection
Ahead of the session, Tony caught up with Mia to hear her perspective on the challenges facing global brands and what the future of online brand protection could look like.
Tony Kirsch (TK): Mia, you’re doing a fireside conversation at INTA Leadership for the first time. What’s prompted this and why now?
Mia Brickhouse (MB): I always try to look for the right opportunities to collaborate with peers and to share the good work that comes from our proactive engagement. This seemed like the perfect opportunity to get in front of an audience of my peers to move forward the conversation centering around abuse. What better time and place than in front of leaders amongst the industry, trademark attorneys, and anti-abuse advocates?
TK: What drove you to partner with the Brand Safety Alliance on a new approach to IP protection?
MB: I really wanted to take a new approach to how we should be protecting our brands. Initially, we were skeptical about the value behind this partnership, but the more I looked into it, the more I realized that getting ahead of abuse is both the smart thing to do and the most cost-effective thing to do. It's something that you can build, and that's what we've been doing with the Brand Safety Alliance ever since we started this engagement.
What started out as a simple proactive brand protection initiative has now grown into something more than we ever thought it would be when we first started. You only know that based on taking the first step, and that's what we did a year and a half ago.
TK: Why should people attend the session and what do you plan to share?
MB: I think people should attend the session because it's really meant to be a conversation, not just two people on stage touting wins. It's really more about the value of partnership and how we are all in this together to fight abuse.
We're in a unique situation where we can share the value of these partnerships, all while we are working together with our peers to continue to iterate and come up with solutions. Anyone that is interested in solutions should definitely attend this session, and we are certainly happy to share our thoughts around the return on investment we have seen.
TK: Anything else that you’re looking forward to from the event?
MB: I have not attended INTA events regularly, so I'm definitely looking forward to connecting with some partners, meeting some new folks, and actually listening in to other sessions, especially on this topic. I think we have the opportunity to learn from each other, and I'm really interested in that. INTA has been on the forefront of a lot of important issues around abuse, and there's no better place to be at this time. I really appreciate the invite and also just spending time with the Brand Safety Alliance team.
If you will be in attendance, we invite you to join us.
The Brand Protection Playbook Is Broken: Meta and the Shift from Reactive to Proactive
🗓️ Thursday, November 19th
🕦️ 10-11AM
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Tony Kirsch
