Digital Advertising Benchmarks November 2019

November 2019 / Page 0marketing.scienceconsulting group, inc.
linkedin.com/in/augustinefou
Digital Advertising
Benchmarks
November 2019
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239

Media Analytics

Definitions
What each of the labels means
• Humans - 3 or more blue flags to confirm
• Some blue flags but not 3 or more
• Can’t label it either red or blue
• Tag was called, but no data was sent back (blocked)
• Tag was not called (not measurable)
• Bot – Search crawler
• Bot – Says its name honestly, (14,000 bot names)
• Some red flags, but not 3 or more
• Bots - 3 or more red flags to confirm

Campaign Examples
Filtered versus not filtered campaigns – basic G-IVT
3% IVT 25 - 40% IVT

IVT Measurement NotesDirect measurement, disclosure of measurement limitations are necessary
• The numbers reported here should be considered FILTERED because the tag only
measures after the ads are served; every campaign has one or more fraud
detection/filtering vendor upstream from this measurement
• The absolute numbers are all different because of different methodologies and
assumptions built into the algorithms
• It is important to directly measure for humans (not just for IVT)
• What can be corroborated are 1) video ads have many times the IVT rate
compared to display, 2) mobile ads appear to have lower IVT rate (because it is
less measurable than desktop)
• Reporting fraud by citing GIVT / SIVT may be under-stating the overall rate of
fraud because there are other forms of cheating/fraud
• These numbers are examples from various campaigns and should not be
extrapolated to the entire market

Display Ads - SIVT
Not Measurable 0.0%
No Client-Side Data 6.9%
DESKTOP GIVT/SIVT Humans Other
Disguised
Traffic
Device
Error
App
Fraud
49% 11.3% 0.1% 88.6%
0.2% 0.3% 10.1%
MOBILE GIVT/SIVT Humans Other
44% 1.2% 14.5% 84.3%
DEFINITIONS
Not measurable – no tags sent (this should be zero, ads are called by JS)
No Client-Side Data – no data sent back, ad blocker or browser bloc
Other – not enough blue or red labels to confirm
Disguised Traffic – fake traffic, bounced through residential proxies
Device Error – one or more factors indicating fake device
App Fraud – apps loading webpages and other non-IVT fraud

IAS – IVT (desktop display)
Source: IAS Media Quality Report H1 2019

IAS – IVT (mobile display)

Video Ads – SIVT
DEFINITIONS
Not measurable – no tags sent (this should be zero, ads are called by JS)
No Client-Side Data – no data sent back, ad blocker or browser bloc
Other – not enough blue or red labels to confirm
Disguised Traffic – fake traffic, bounced through residential proxies
Device Error – one or more factors indicating fake device
App Fraud – apps loading webpages and other fraud
Not Measurable 0.0%
No Client-Side Data 27.2%
DESKTOP GIVT/SIVT Humans Other
Disguised
Traffic
Device
Error
App
Fraud
62% 40.9% 0.1% 59.0%
0.0% 0.1% 0.9%
MOBILE GIVT/SIVT Humans Other
11% 6.7% 4.6% 88.8%

IAS – IVT (desktop video)

WhiteOps IVT
Source: WhiteOps Bot Baseline, May 2019

Viewability Measurement Notes
Direct measurement is necessary, measurement done in-ad
• Viewability must be measured in-ad – specifically the intersection
of the ad slot with the browser viewport
• Desktop and mobile web are similar since browsers are standard;
but app impressions must be separated out because measurement
reliability in-app is low;
• Scrolling in mobile means actual viewability is very low
• Things should add up to be 100% (internal data consistency)
• Viewability reported here is the theoretical maximum of
viewability because it does NOT take into account timing (1s for
display, 2s for video); viewability is lower if timing is calculated
visibilityState
(is browser minimized
or tab active?)
intersection
(is the ad slot in
the viewport?)
viewable = x

Display Ads - Viewability
DEFINITIONS
Intersection – portion of ad that is in the viewport of browser
Visibilitystate:visible – browser not minimized, tab was active
hasFocus:1 – browser is the app/program that is being used
desktop
only
mobile web
only app only
hasFocus:1 2.7% 5% 0.0% 0% 0.0% 0%
-hasFocus:1 52.5% 95% 29.5% 100% 15.3% 100%
55.2% 29.5% 15.3% 100.0%
visibilityState:visible 39.0% 71% 28.4% 96% 12.5% 82%
-visibilityState:visible 16.2% 29% 1.1% 4% 2.8% 18%
55.2% 29.5% 15.3% 100.0%
intersection >50% 19.4% 35% 10.1% 34% 5.8% 38%
-intersection >50% 35.8% 65% 19.4% 66% 9.5% 62%
55.2% 29.5% 15.3% 100.0%
measured viewable 18% 10% 5%

IAS – Viewability (Display)

IAS – Viewability (Mobile)

Video Ads - Viewability
DEFINITIONS
Intersection – portion of ad that is in the viewport of browser
Visibilitystate:visible – browser not minimized, tab was active
hasFocus:1 – browser is the app/program that is being used
desktop only
mobile web
only app only
hasFocus:1 2.8% 3% 0.0% 0% 0.0% 0%
-hasFocus:1 85.8% 97% 9.3% 100% 2.1% 100%
88.5% 9.3% 2.1% 100.0%
visibilityState:visible 40.1% 45% 9.2% 98% 1.4% 65%
-visibilityState:visible 48.4% 55% 0.2% 2% 0.7% 35%
88.6% 9.3% 2.1% 100.0%
intersection >50% 12.4% 14% 6.4% 68% 0.4% 17%
-intersection >50% 76.2% 86% 3.0% 32% 1.8% 83%
88.6% 9.3% 2.1% 100.0%
measured viewable 12% 6% 0%

IAS – Viewability (Video)

Human Session Duration
DISPLAY VIDEO
DESKTOP MOBILE DESKTOP MOBILE
32.6s 33.1s 34.9s 30.4s
DEFINITIONS
Session duration – how many seconds before unload event
MEASUREMENT NOTES
• Session duration is the maximum that time-in-view could be, for ad
slots; time-in-view for ad slots should be lower than session duration
• Only human data points should be counted (because bots can be
programmed to skew session durations higher or lower)

IAS - Time-in-view (display)

IAS - Time-in-view (mobile)

IAS - Time-in-view (app)

Human Click Rate
DEFINITIONS
Click – there was a click
Valid-Click – other parameters corroborate the click was real
NOTES
Clicks on video may be related to clicking to play the video not clicking on
the ad itself (depends on the placement of the tag)
DISPLAY
HUMANS Click Rate Valid Click Rate
6.5% 0.9% 0.9%
GIVT/SIVT Click Rate Valid Click Rate
6.6% 0.0% 0.0%
VIDEO
HUMANS Click Rate Valid Click Rate
0.8% 10.7% 10.7%
GIVT/SIVT Click Rate Valid Click Rate
29.5% 0.1% 0.1%

Ad Block Measurement Notes
Direct measurement is necessary, measurement done on-site
• Ad blocking must be measured on-site. In-ad measurements are invalid
because the ad should not have been called if ad blocking were on.
• Ad blocking is measured on-site by deliberately calling an asset called
ad.gif and seeing what percent fails (blocked) and what percent loads
• Desktop and mobile must be separated because ad blocking in mobile is
very low (no plugins for mobile browsers, and most consumers don’t
regularly use ad blocking browsers, they use built-in browsers)
• Bots must be excluded because bots don’t block ads (their job is to cause
them to load); if not excluded, bots skew blocking numbers lower
• The percent of data that cannot be measured also needs to be disclosed
because ad blockers block tracking and measurement tags
• B2C sites have more mobile; B2B sites have more blocking, less mobile

Ad Blocking – Consumers

Ad Blocking – Business Users

Media Analytics w/
Site & Conversion Tracking

Better media = better outcomes
Measure
Ads
Measure
Arrivals
Measure
Conversions
346
1743
5
156
A
B
30X more human
conversion events
• More arrivals
• Better quality
more humans (blue)
good publishers
low-cost media,
ad exchanges

Display 4
2,036 humans
human conversion rate
Humans click from ads to site
Site Traffic Conversions
8,482 818
4,216 humans
5%
14,539 193
225 humans
9%
2,248 23
168 humans
5%
1,527 9
Display 3
Display 2
Display 1
Humans
40%

Digital Advertising Benchmarks November 2019

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