Verification – Viewability, Fraud,And Brand Safety

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Presenters

DIGITAL ACCOUNT MANAGER

LAURIE SHINBAUMHEAD OF DIGITAL -

NORTH AMERICA

GEOFF GREENBLATT

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This session will cover…

What is verification?

Review

Questions

3

4

1

What can brands do about it?2

What is Verification?

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VerificationDigital media has been built on promises of unique measurements and guarantees

Real Time Tagging Technology Should Allow for:

Tracking of every impression served and seen

Running count of every interaction made (clicks, views, engagements), with time spent and additional measurements clocked and countered (where applicable)

Back-end control of landing page url destinationCross-platform response effect

Sales attribution

Additional tagging implementations would allow for creative control as well

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VerificationBut unfortunately, these promises have been compromised…

Ad Fraud Brand SafetyViewability

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Ad VerificationEnsures that a brand’s advertisements:

Ads have the opportunity to be seen

By humans

In a safe environment

Viewability

Ad Fraud

Brand Safety

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Viewability

The potential for an advertisement to be seen on the screen.

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Ad Fraud

Intentionally deceptive practice designed to manipulate legitimate ad serving or measurement processes or to create fictitious activity that leads to inflated counts.

Bot traffic, or non-human digital traffic, is at its highest ever, and recent projections from the ANA have more than $7 Billion in advertising investment wasted.

Source: http://www.adweek.com/news/advertising-branding/whats-being-done-rein-7-billion-ad-fraud-169743

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Brand Safety

The practices and tools that ensure an ad will not appear in a context that can damage the advertiser’s brand

Safety/Quality Concerns When Buying Ads Programmatically

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What can brands do about it?

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Tracking ViewabilityHow is viewability tracked?

Tagging & Standards

Technology

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Tracking Viewability

Tagging Standards

Standard simple process for Viewability & AdFraud

Easily implemented within AdServing process

MRC Standard

Agency Standard

Device and format standard

Video tagging is more in-depth with VAST and VPaid

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Tracking ViewabilityTechnology – Two accepted methodologies

Geometric Measurement Browser Optimization

• Relies on page geometry• No cross-domain iFrame

support• Limited browser support• Low measurement rates

• Utilizes capabilities of browsers• Cross-domain iFrame support• Full browser support• High measurement rates

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Developing Goals.What is success and how is that defined in parameters?

Awareness Lift of 20%

Completed Videos Needed: 1,400,000

Optimization KPI: View Completion Rate (70%)

Budget: $30,000.00

Buy-Type: CPM

Negotiated Rate: $15.00

Partners: A, B, & C

Objectives: Campaign Plan:

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Video KPI Measuring

Week 1 Week 2 Week 3 Week 450%55%60%65%70%75%80%85%

65%70% 70%

75%

60% 60%65% 65%

80% 80% 80% 80%

Partner A Partner B Partner C

1,416,667

Total Completed Videos:

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Video KPI MeasuringSet KPIs may appear met or unmet, but additional metrics add context to placement quality and performance creating greater efficiencies

Spend Click-Thru Rate

Cost Per Click

Completed Videos

Video Completio

n Rate

Cost Per Completed

VideoPartner A $10,000.00 0.75% $2.00 466,667 70% $0.02Partner B $10,000.00 1.50% $1.00 416,667 63% $0.02Partner C $10,000.00 0.25% $6.00 533,333 80% $0.02Total $30,000.00 0.83% $1.80

1,416,667 71% $0.02

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Video KPI with Viewability Applied

Week 1 Week 2 Week 3 Week 40%5%

10%15%20%25%30%35%

15%20% 20%

25%25% 25%30% 30%

15% 15% 15% 15%

Partner A Partner B Partner C

vs. 1,416,667 Completed Videos

Total Videos Seen:420,000

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Video KPI with Viewability Applied

Spend Click-Thru Rate

Cost Per Click

Completed Views

View Completio

n Rate

Cost Per Completed

ViewPartner A $10,000.00 0.75% $2.00 133,333 20% $0.08Partner B $10,000.00 1.50% $1.00 186,667 28% $0.05Partner C $10,000.00 0.25% $6.00 100,000 15% $0.10Total $30,000.00 0.83% $1.80

420,000 21% $0.07

KPIs take on a different meaning when they are updated to only include viewable impressions.

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nver

sion

Brea

kdow

n

$0

$100

$200

$300

$400

$500

$600

$700

$458.17

$8.04

$579.72

$11.53

27%

Partner 9

% Increase 67% 91% 55% 44% 38% 44% 99% 117%

Partner 7 Partner 8Partner 1 Partner 2 Partner 3 Partner 4 Partner 5 Partner 6

Partner KeyPremiumEfficiency

$0

$20

$40

$60

$80

$100

$120

$21.36

$7.75

$25.00

$8.04 $10.49 $5.78 $5.21

$49.71$35.75

$14.77

$38.83

$11.53 $14.51$8.34 $10.37

$107.70

Cost per Conversion Cost Per Viewable Conversion

• Partner 9’s minimal conversions generated an extremely high cost per conversion leading to a cost per viewable conversion above $500

Desktop: Cost Per Conversion Vs Cost Per Viewable Conversion by PartnerNon-viewable conversions skewed cost-per-conversion metrics (in some cases, heavily) across both partner sets

Review

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ReviewSimple steps to set up verification on the right path

Ads have the opportunity to be seen

By humans

In a safe environment

Viewability

Ad Fraud

Brand Safety

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Application StrategyAfter understanding the details and developing goals, it is time to put them into action

Viewability Ad Fraud Brand Safety

Optimizing toward KPI through the lens of

viewability

Detecting, alerting, and blocking

Down the line – whitelisting, blacklisting

Monitoring, Evaluating and Blacklisting