©  2015  Mediasmith  Inc.  

Making  technology  work:  Applying  tech  to  deliver  value  

Align  tech  to  objec:ves  

Reach  the  right  audience  

Report  &  op:mize  

Buy  beDer  inventory  

Campaign  Objec<ves   Sample  tools  

Determining  value  

Evaluate  cost  of  addi:onal  technology  against:  

Accuracy  of  output  

Ability  to  influence  results  

Impact  on  campaign  KPIs  

cost  of  technology  <  gain  in  results  

Measuring  impact:  viewability  Ad-­‐server  data  may  suffice  for  repor:ng  &  op:miza:on  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%   %  Impressions  in-­‐view  by  day  

Desktop  display  campaign  served  through  programma:c  plaUorm  

Measuring  impact:  bot  traffic  

%  fraud   Fraud  tax  

No  op:miza:on   10%   $0.20  CPM  

Post-­‐opt   2%   $0.04  CPM  

Savings   8%   $0.16  CPM  

*Ac:ve  op:miza:on  by  collec:ng  site  and  supply  vendor  through  DSP  macros  

0%  

5%  

10%  

15%  

20%  

%  bot  ac:vity  In-­‐house  programma<c  campaign  with  $2  eCPM  

Measuring  impact:  audience  targe:ng  

116%  

183%  

49%  

10%  

48%  

118%  

5%  

52%  

109%  

11%  

40%  60%  

15%  

98%  92%  

142%  

34%  

6%  

37%  

90%  

42%  

83%  

3%  34%  

56%  

3%  

79%  

0%  

50%  

100%  

150%  

200%  

QC   QC  High   A   B   B  High   C   D   E   F   G   H   H  High   I   J  

Nielsen  DAR   comScore  vCE  

Third-­‐party  data  providers  can  increase  media  cost  by  50%  or  more  for  a  $2  eCPM  Only  some  data  providers  increase  audience  lid  sufficient  to  offset  cost  

Average  lid  over  control  group  in  targe:ng  6  demographic  segments  

Key  Takeaways  

Ensure  efficiency  improvements  outweigh  incremental  costs  

Test  mul:ple  providers  

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