CAN PROGRAMMATIC BE TRUSTED? · PROGRAMMATIC IS A KEY PART OF A DIGITAL TRANSFORMATION ... near...
Transcript of CAN PROGRAMMATIC BE TRUSTED? · PROGRAMMATIC IS A KEY PART OF A DIGITAL TRANSFORMATION ... near...
Confidential and proprietary. Copyright © 2018 Xaxis Inc. All rights reserved. Distribution without permission is prohibited.
CAN PROGRAMMATIC
BE TRUSTED?
WAYS TO UNLOCK SUCCESS.
H E N R Y S T O K E S – M D G L O B A L A C C S , X A X I S
Keith Weed: "We cannot continue to prop up a digital
supply chain ... which at times is little better than a swamp in terms of its transparency,"
Mark Pritchard: “We have a media supply chain that is
murky at best and fraudulent at worst. We need
to clean it up, and invest the time and money we save into better advertising to drive growth.”
Mark Pritchard – P&G
WE HAVE AN IMAGE PROBLEM
SCALE OF PROGRAMMATIC
$628.6 BN
Global Ad Spend $273.4 BN
Global Digital
Spend$74.9 BN
Global
programmatic
Spend
$12 BN
EMEA
programmat
ic Spend
23% YoY
Growth
Source: emarketer & IAB 2018
PROGRAMMATIC IS A KEY PART OF
A DIGITAL TRANSFORMATION
89% of business are going through digital transformation
62% state better use of data as a key element in that digital transformation
Emarketer 2018
PROGRAMMATIC’S MOST WANTED
Ad Fraud Brand Safety Viewability Transparency
Measurement GDPR Rise of AI
AD FRAUD
Its criminal
behavior and a
constant battle
By far the largest bot was
Russian born Methbot in
2016 – thought to be
making $3m - $5m / day
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DEALING WITH IT HEAD ON
• Use technology! • Use Blacklists
• GroupM blacklist
has over 10,000
domains
• Contract directly
with known
publishers
• Build whitelists
PROGRAMMATIC’S MOST WANTED
Ad Fraud Brand Safety Viewability Transparency
Measurement GDPR Rise of AI
BRAND SAFETY
Brand safety can be poor
targeting or domain selection
It can result in huge brand
damage and is mainly around
user generated content
There is a trade off between
risk, scale, price and
performance
WE ALWAYS START WITH A RISK TOLERANCE
ASSESSMENT FOR EACH CLIENT
Higher Risk Lower Risk
More Scale Less Scale
Buy
Everything
Use a
blacklist
Tech to
MONITOR
Tech to
BLOCK
Only buy
from known
sellers
Create a
strict
whitelist
Don’t buy
any UGC
(incl.
YT/FB)
HIGH TOLERANCE LOW TOLERANCE
PROGRAMMATIC’S MOST WANTED
Ad Fraud Brand Safety Viewability Transparency
Measurement GDPR Rise of AI
VIEWABILITY
Viewability
Rate (%)
or
VCPM?2 seconds
video
OUR APPROACH TO VIEWABILITY
$1 CPM
25% viewability
Or
$3 CPM
50% viewability
Predict if the ad will
be viewable
Set a bid price
based on the
confidence level
$1 CPM
25% viewability
Or
$3 CPM
50% viewability
$4 VCPM (for 1000
viewable ads)
Or
$6 VCPM (for 1000
viewable ads)
WITH
FRAUD,
BRAND SAFETY
VIEWABILITY
YOU MUST SET
OUT A CLEAR
APPROACH
Use technology to verify the Impression and the environment
Consider a domain whitelist with cross reference to GroupM
blacklists
Trade/Optimize on human viewable standard*
Avoid ad networks, audience extension and aggregators, maximize
certified supply chain partners
Assess client Risk Tolerance to inform tactical planning
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PROGRAMMATIC’S MOST WANTED
Ad Fraud Brand Safety Viewability Transparency
Measurement GDPR Rise of AI
TRANSPARENCY
Transparency: media
placementDisclosure: clarity on cost
TRANSPARENCY THROUGHOUT
THE WHOLE SUPPLY CHAIN
ClientAgency DSP SSP WebsiteAdserving Data
Costs
Brand
SafetyServiceDynamic
CreativeAnalyticsDashboard
Itemized
All inclusive CPM
UNDERSTAND THE PROS AND CONS OF
MODELS
Media, targeting,
tech, service, brand
safety, DCO and AI
optimization all
included
Including ALL the same
elements & unique tech
Media CPM (GroupMrates for specific
domains)
$2.31
Data Logix CPG -3rd Party Data CPM
$1.00
Service fee (15%) as a CPM $0.15
Brand Safety tech CPM $0.06
DSP Tech fee (9%) as a CPM $0.09
$4.17 CPM
Itemized including all
necessary elements
DCO Adserving CPM $0.25
$3.03 CPM
Full service
Guarantee a certain outcomeEfficiencies of scale & shared
resources
PROGRAMMATIC’S MOST WANTED
Ad Fraud Brand Safety Viewability Transparency
Measurement GDPR Rise of AI
WRONG
MEASUREMENT?
72% said they are likely to
change the metrics they use
to evaluate success in the
near future.*
We must align closer to your
business outcomes
Source: Xaxis & Censuswide - Outcomes Survey
Nov 2018
A NEW DIGITAL NEW MEASUREMENT P.I. (PURCHASE
INTENT) LINKED TO BUSINESS OUTCOMES
The Ambition The Calculation What is PI?
Homepage 2
Car spec 5
Test drive 10
User Score 17
HOW LIKELY ARE YOU TO INVEST IN
OUTCOME-DRIVEN MEDIA IN THE NEXT 12-
34 MONTHS?
86% - Likely
12% - Neither likely nor unlikely
2% - Somewhat unlikely
1% - Very unlikely
*45% - Somewhat likely
*
Xaxis & Censuswide - Outcomes Survey Nov 2018
GOLDEN RULES OF
MEASUREMENT
Everything inter-relates
One source of tracking
Your tracking must
inform your optimization
platform
PROGRAMMATIC’S MOST WANTED
Ad Fraud Brand Safety Viewability Transparency
Measurement GDPR Rise of AI
GDPR
If a cookie or any tracking
ID is set on a user by any
company consent
must be gained
The cookie or ID is
designed to collect and
store User data –behavior, demo, purchases
Publisher Websites
Advertiser Websites
Data Aggregators
Programmatic DSP’s
The Consumer
Of the 116 log level
data fields available through
the DSP, 23 fields are
exempt from GDPR
BUT PROGRAMMATIC
DATA CAN BE GDPR
FRIENDLY
23GDPR-friendly
23 outside the scope of GDPR.
(date time, site domain, city,
device, OS, format)
All used by Xaxis Copilot
7 affected by GDPR.6 duplicate /testing f ields.
41unavailable until after the auction.
(is click, media cost, view result)
20are already known
to Buyers.
(eg: advertiser id,
l ine item id)
19are only available to Sellers.
(reserve price, publisher
currency)
PROGRAMMATIC’S MOST WANTED
Ad Fraud Brand Safety Viewability Transparency
Measurement GDPR Rise of AI
AI IS BEST PLACED TO QUANTIFY BIDS FOR THE
BILLIONS OF COMBINATIONS VARIABLES
FEATURES
Viewability Creatives Days Hours RegionsBrowser /
OSAudiences Domains
FEATURE LEVELS
2 5 7 24 25 25 100 1,000
FEATURE COMBINATIONS
2 10 70 1.7K 42K 1M 100M 100B
Copilot is a proprietary
technology platform
that optimises Appnexus, TTD,
DBM and soon Amazon
campaigns using advanced
machine learning, a strand of
Artificial Intelligence .
Live in 52 markets
Over 20,000 campaigns run
1000+ active platform users
Set brand or
performance goals &
track progress in real
time
See success - Copilot
algorithms vs. usual
DSP algorithm across 15
campaigns saw a
43% decrease in CPA
OUR AI CONUNDRUM
Use human based insights to define
targeting prior to a campaign
Assume nothing and simply set a
campaign goal (outcome) and let the
AI define targeting
AI is most
effective
AI is least
effective
REGRESSION SUPERVISED LEARNING
ENABLES AUTOMATED BUYING WITH
XAXIS’ COPILOT
REDUCED CONTROL & TRUST ARE KEY
CHALLENGES WITH AI
55%
47%
39%
37%
Gaining trustworthy insights into what drivesbusiness outcomes?
Relying on a black box & less human control
Finding & retaining the right talent
Focus on AI & insights is diverting marketers fromtactical implementation
Source: IAB Europe, Artificial Intelligence Survey, May 2018. 1,000 respondents from marketing professionals across 30 European countries
Q. What are the core challenges facing marketing departments when using AI?
PROGRAMMATIC’S MOST WANTED
Ad Fraud Brand Safety Viewability Transparency
Measurement GDPR Rise of AI
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Confidential and proprietary. Copyright © 2018 Xaxis Inc. All rights reserved. Distribution without permission is prohibited.
THANK YOUHENRY STOKES – MD GLOBAL ACCS, XAXIS