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Making technology work:Applying tech to deliver value

Align tech to objectives

Reach the right audience

Report & optimize

Buy better inventory

Campaign Objectives Sample tools

Determining value

Evaluate cost of additional technology against:

Accuracy of output

Ability to influence results

Impact on campaign KPIs

cost of technology < gain in results

Measuring impact: viewabilityAd-server data may suffice for reporting & optimization

0%

10%

20%

30%

40%

50%

60%

70% % Impressions in-view by day

MOAT Analytics Doubleclick

Desktop display campaign served through programmatic platform

Measuring impact: bot traffic

% fraud Fraud tax

No optimization 10% $0.20 CPM

Post-opt 2% $0.04 CPM

Savings 8% $0.16 CPM

*Active optimization by collecting site and supply vendor through DSP macros

0%2%4%6%8%

10%12%14%16%18%20%

% bot activityIn-house programmatic campaign with $2 eCPM

Measuring impact: audience targeting

QC QC High A B B High C D E F G H H High I J0%20%40%60%80%

100%120%140%160%180%200%

116%

183%

49%

10%

48%

118%

5%

52%

109%

11%

40%60%

15%

98%92%

142%

34%

6%

37%

90%

-3%

42%

83%

3%

34%

56%

3%

79%

Nielsen DAR comScore vCE

Third-party data providers can increase media cost by 50% or more for a $2 eCPMOnly some data providers increase audience lift sufficient to offset cost

Average lift over control group in targeting 6 demographic segments

Key Takeaways

Ensure efficiency improvements outweigh incremental costs

Test multiple providers

Evaluate need for best-of-breed vs. lowest cost