Digiday Programmatic Summit

Site Level Data: Fraud, Brand Safety and Dating Websites

Amy Good

Nestle Purina Media Centers of Excellence

@AGoodMktingJob

November 18, 2014

Marketing’s understanding of Programmatic

“Sign me up for the lunch and learn… I could make some educated guesses, but in full transparency, it’s all new to me.”

“I think it’s getting to a more dynamic way of buying media that allows us to be more targeted towards the households we really want, while also giving us flexibility.”

Input for the Analysis

Site level data from three DSPs

Two month period

All Brands

Majority PBT or Custom Segments

Doesn’t account for duplication

Mine for the positive

This is a strategic exercise

Findings

Majority of Impressions served on brand safe sites with no concerns of fraud

However

17,250 Sites were served impressions

4% of sites served 92% of impressions

Is this site Brand Safe?

Is this site Fraudulent?

Brand Loyal Consumers.

Nestle blocked.

Heavily Served Site, but no CPG

Nestle blocked on work laptop. Served Local Ad on iPad.

Online Dating: A Case

for PMPDeals

Key Takeaways

Programmatic is a tactic, not a Strategy, however, it’s a powerful tactic that can influence strategic direction

There’s a role for site level data, Transparency leads to understanding

Private marketplace deals are an important part of successfully investing programmatically, but there will always be a need to learn from the open exchange