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Verification – Viewability, Fraud,
And Brand Safety
#EMPOWERBL16
#EMPOWERBL16
Presenters
DIGITAL ACCOUNT
MANAGER
LAURIE SHINBAUM
HEAD OF DIGITAL -
NORTH AMERICA
GEOFF GREENBLATT
#EMPOWERBL16
This session will cover…
What is verification?
Review
Questions
3
4
1
What can brands do about it?2
What is Verification?
#EMPOWERBL16
Verification
Digital media has been built on promises of unique measurements and guarantees
Real Time Tagging Technology Should Allow for:
Tracking of every impression served and seen
Running count of every interaction made (clicks, views,
engagements), with time spent and additional measurements
clocked and countered (where applicable)
Back-end control of landing page url destinationCross-platform response effect
Sales attribution
Additional tagging implementations would allow for creative
control as well
#EMPOWERBL16
Verification
But unfortunately, these promises have been compromised…
Ad Fraud Brand SafetyViewability
#EMPOWERBL16
Ad Verification
Ensures that a brand’s advertisements:
Ads have the opportunity to be seen
By humans
In a safe environment
Viewability
Ad Fraud
Brand Safety
#EMPOWERBL16
Viewability
The potential for an advertisement to be seen on
the screen.
BrandsLab Media Value Session 4 | Verification - Viewability, Fraud & Brand Safety
BrandsLab Media Value Session 4 | Verification - Viewability, Fraud & Brand Safety
#EMPOWERBL16
Ad Fraud
Intentionally deceptive practice designed to
manipulate legitimate ad serving or measurement
processes or to create fictitious activity that leads
to inflated counts.
Bot traffic, or non-human
digital traffic, is at its
highest ever, and recent
projections from the ANA
have more than $7 Billion
in advertising investment
wasted.
Source: http://www.adweek.com/news/advertising-branding/whats-being-done-rein-7-billion-ad-fraud-169743
#EMPOWERBL16
Brand Safety
The practices and tools that ensure an ad will not
appear in a context that can damage the
advertiser’s brand
BrandsLab Media Value Session 4 | Verification - Viewability, Fraud & Brand Safety
Safety/Quality Concerns When Buying Ads
Programmatically
#EMPOWERBL16
What can brands do about it?
#EMPOWERBL16
Tracking Viewability
How is viewability tracked?
Tagging & Standards
Technology
#EMPOWERBL16
Tracking Viewability
Tagging Standards
Standard simple process for Viewability &
AdFraud
Easily implemented within AdServing
process
MRC
Standard
Agency
Standard
Device and
format standard
Video tagging is more in-depth with VAST
and VPaid
#EMPOWERBL16
Tracking Viewability
Technology – Two accepted methodologies
Geometric Measurement Browser Optimization
• Relies on page geometry
• No cross-domain iFrame support
• Limited browser support
• Low measurement rates
• Utilizes capabilities of browsers
• Cross-domain iFrame support
• Full browser support
• High measurement rates
#EMPOWERBL16
Developing Goals.
What is success and how is that defined in parameters?
Awareness Lift of 20%
Completed Videos Needed: 1,400,000
Optimization KPI: View Completion Rate (70%)
Budget: $30,000.00
Buy-Type: CPM
Negotiated Rate: $15.00
Partners: A, B, & C
Objectives: Campaign Plan:
#EMPOWERBL16
Video KPI Measuring
65%
70% 70%
75%
60% 60%
65% 65%
80% 80% 80% 80%
50%
55%
60%
65%
70%
75%
80%
85%
Week 1 Week 2 Week 3 Week 4
Partner A Partner B Partner C
1,416,667
Total Completed Videos:
#EMPOWERBL16
Video KPI Measuring
Set KPIs may appear met or unmet, but additional metrics add context to
placement quality and performance creating greater efficiencies
Spend
Click-Thru
Rate
Cost Per
Click
Completed
Videos
Video
Completion
Rate
Cost Per
Completed
Video
Partner A $10,000.00 0.75% $2.00 466,667 70% $0.02
Partner B $10,000.00 1.50% $1.00 416,667 63% $0.02
Partner C $10,000.00 0.25% $6.00 533,333 80% $0.02
Total $30,000.00 0.83% $1.80 1,416,667 71% $0.02
#EMPOWERBL16
Video KPI with Viewability Applied
15%
20% 20%
25%25% 25%
30% 30%
15% 15% 15% 15%
0%
5%
10%
15%
20%
25%
30%
35%
Week 1 Week 2 Week 3 Week 4
Partner A Partner B Partner C
vs. 1,416,667
Completed Videos
Total Videos Seen:
420,000
#EMPOWERBL16
Video KPI with Viewability Applied
Spend
Click-Thru
Rate
Cost Per
Click
Completed
Views
View
Completion
Rate
Cost Per
Completed
View
Partner A $10,000.00 0.75% $2.00 133,333 20% $0.08
Partner B $10,000.00 1.50% $1.00 186,667 28% $0.05
Partner C $10,000.00 0.25% $6.00 100,000 15% $0.10
Total $30,000.00 0.83% $1.80 420,000 21% $0.07
KPIs take on a different meaning when they are updated to only include viewable
impressions.
#EMPOWERBL16ConversionBreakdown
$458.17
$8.04
$579.72
$11.53
$0
$100
$200
$300
$400
$500
$600
$700
27%
Partner 9
% Increase 67% 91% 55% 44% 38% 44% 99% 117%
Partner 7 Partner 8Partner 1 Partner 2 Partner 3 Partner 4 Partner 5 Partner 6
Partner Key
Premium
Efficiency
$21.36
$7.75
$25.00
$8.04 $10.49 $5.78 $5.21
$49.71
$35.75
$14.77
$38.83
$11.53
$14.51
$8.34 $10.37
$107.70
$0
$20
$40
$60
$80
$100
$120
Cost per Conversion Cost Per Viewable Conversion
• Partner 9’s minimal conversions generated an extremely high cost per conversion leading to a cost per
viewable conversion above $500
Desktop: Cost Per Conversion Vs Cost Per
Viewable Conversion by Partner
Non-viewable conversions skewed cost-per-conversion metrics
(in some cases, heavily) across both partner sets
Review
#EMPOWERBL16
Review
Simple steps to set up verification on the right path
Ads have the opportunity to be seen
By humans
In a safe environment
Viewability
Ad Fraud
Brand Safety
#EMPOWERBL16
Application Strategy
After understanding the details and developing goals, it is time to put them into
action
Viewability Ad Fraud Brand Safety
Optimizing toward KPI through
the lens of viewability
Detecting, alerting, and blocking
Down the line – whitelisting,
blacklisting
Monitoring, Evaluating and
Blacklisting

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BrandsLab Media Value Session 4 | Verification - Viewability, Fraud & Brand Safety

  • 1. Verification – Viewability, Fraud, And Brand Safety #EMPOWERBL16
  • 2. #EMPOWERBL16 Presenters DIGITAL ACCOUNT MANAGER LAURIE SHINBAUM HEAD OF DIGITAL - NORTH AMERICA GEOFF GREENBLATT
  • 3. #EMPOWERBL16 This session will cover… What is verification? Review Questions 3 4 1 What can brands do about it?2
  • 5. #EMPOWERBL16 Verification Digital media has been built on promises of unique measurements and guarantees Real Time Tagging Technology Should Allow for: Tracking of every impression served and seen Running count of every interaction made (clicks, views, engagements), with time spent and additional measurements clocked and countered (where applicable) Back-end control of landing page url destinationCross-platform response effect Sales attribution Additional tagging implementations would allow for creative control as well
  • 6. #EMPOWERBL16 Verification But unfortunately, these promises have been compromised… Ad Fraud Brand SafetyViewability
  • 7. #EMPOWERBL16 Ad Verification Ensures that a brand’s advertisements: Ads have the opportunity to be seen By humans In a safe environment Viewability Ad Fraud Brand Safety
  • 8. #EMPOWERBL16 Viewability The potential for an advertisement to be seen on the screen.
  • 11. #EMPOWERBL16 Ad Fraud Intentionally deceptive practice designed to manipulate legitimate ad serving or measurement processes or to create fictitious activity that leads to inflated counts.
  • 12. Bot traffic, or non-human digital traffic, is at its highest ever, and recent projections from the ANA have more than $7 Billion in advertising investment wasted. Source: http://www.adweek.com/news/advertising-branding/whats-being-done-rein-7-billion-ad-fraud-169743
  • 13. #EMPOWERBL16 Brand Safety The practices and tools that ensure an ad will not appear in a context that can damage the advertiser’s brand
  • 15. Safety/Quality Concerns When Buying Ads Programmatically
  • 17. #EMPOWERBL16 Tracking Viewability How is viewability tracked? Tagging & Standards Technology
  • 18. #EMPOWERBL16 Tracking Viewability Tagging Standards Standard simple process for Viewability & AdFraud Easily implemented within AdServing process MRC Standard Agency Standard Device and format standard Video tagging is more in-depth with VAST and VPaid
  • 19. #EMPOWERBL16 Tracking Viewability Technology – Two accepted methodologies Geometric Measurement Browser Optimization • Relies on page geometry • No cross-domain iFrame support • Limited browser support • Low measurement rates • Utilizes capabilities of browsers • Cross-domain iFrame support • Full browser support • High measurement rates
  • 20. #EMPOWERBL16 Developing Goals. What is success and how is that defined in parameters? Awareness Lift of 20% Completed Videos Needed: 1,400,000 Optimization KPI: View Completion Rate (70%) Budget: $30,000.00 Buy-Type: CPM Negotiated Rate: $15.00 Partners: A, B, & C Objectives: Campaign Plan:
  • 21. #EMPOWERBL16 Video KPI Measuring 65% 70% 70% 75% 60% 60% 65% 65% 80% 80% 80% 80% 50% 55% 60% 65% 70% 75% 80% 85% Week 1 Week 2 Week 3 Week 4 Partner A Partner B Partner C 1,416,667 Total Completed Videos:
  • 22. #EMPOWERBL16 Video KPI Measuring Set KPIs may appear met or unmet, but additional metrics add context to placement quality and performance creating greater efficiencies Spend Click-Thru Rate Cost Per Click Completed Videos Video Completion Rate Cost Per Completed Video Partner A $10,000.00 0.75% $2.00 466,667 70% $0.02 Partner B $10,000.00 1.50% $1.00 416,667 63% $0.02 Partner C $10,000.00 0.25% $6.00 533,333 80% $0.02 Total $30,000.00 0.83% $1.80 1,416,667 71% $0.02
  • 23. #EMPOWERBL16 Video KPI with Viewability Applied 15% 20% 20% 25%25% 25% 30% 30% 15% 15% 15% 15% 0% 5% 10% 15% 20% 25% 30% 35% Week 1 Week 2 Week 3 Week 4 Partner A Partner B Partner C vs. 1,416,667 Completed Videos Total Videos Seen: 420,000
  • 24. #EMPOWERBL16 Video KPI with Viewability Applied Spend Click-Thru Rate Cost Per Click Completed Views View Completion Rate Cost Per Completed View Partner A $10,000.00 0.75% $2.00 133,333 20% $0.08 Partner B $10,000.00 1.50% $1.00 186,667 28% $0.05 Partner C $10,000.00 0.25% $6.00 100,000 15% $0.10 Total $30,000.00 0.83% $1.80 420,000 21% $0.07 KPIs take on a different meaning when they are updated to only include viewable impressions.
  • 25. #EMPOWERBL16ConversionBreakdown $458.17 $8.04 $579.72 $11.53 $0 $100 $200 $300 $400 $500 $600 $700 27% Partner 9 % Increase 67% 91% 55% 44% 38% 44% 99% 117% Partner 7 Partner 8Partner 1 Partner 2 Partner 3 Partner 4 Partner 5 Partner 6 Partner Key Premium Efficiency $21.36 $7.75 $25.00 $8.04 $10.49 $5.78 $5.21 $49.71 $35.75 $14.77 $38.83 $11.53 $14.51 $8.34 $10.37 $107.70 $0 $20 $40 $60 $80 $100 $120 Cost per Conversion Cost Per Viewable Conversion • Partner 9’s minimal conversions generated an extremely high cost per conversion leading to a cost per viewable conversion above $500 Desktop: Cost Per Conversion Vs Cost Per Viewable Conversion by Partner Non-viewable conversions skewed cost-per-conversion metrics (in some cases, heavily) across both partner sets
  • 27. #EMPOWERBL16 Review Simple steps to set up verification on the right path Ads have the opportunity to be seen By humans In a safe environment Viewability Ad Fraud Brand Safety
  • 28. #EMPOWERBL16 Application Strategy After understanding the details and developing goals, it is time to put them into action Viewability Ad Fraud Brand Safety Optimizing toward KPI through the lens of viewability Detecting, alerting, and blocking Down the line – whitelisting, blacklisting Monitoring, Evaluating and Blacklisting

Notes de l'éditeur

  1. DOUBLE CLICK FOR EFFECT
  2. DOUBLE CLICK FOR EFFECT
  3. Break this out into multiple slides w/ more information Background info: AdYapper to fill in w/ their technology and different types of technology out there
  4. How a typical campaign is set up Left side: objective Right side: plan/campaign based on objs
  5. Now that campaign ran, how did they do? Delivered by the agency – ad server report from agency (view completion) Measurement provided by agency from ad server Optimization objective; surpassed the goal – original goal (include) Assume the Partner C was the best performer. Who do you think did the best?
  6. Can we animate it to make $6.00 CPC turn red and then the 1.5% CTR Green after that Partner B actually performed better bc the cost per click was lower, Click thru rate was higher AdYapper to add in slides after to look at metrics once viewability is applied Slide ending this first segment on the important metrics to consider
  7. Such viewability performance insights can effect optimization decisions that are made. Viewability insights layered on to conversion data also can show how well a site is really performing…in ESPN’s case, the ads are being seen, but conversions are still not being made. Had viewability been improved, Sony would have benefited from Amnet and YouTube most, as these partners generated the most conversions in combination with the most efficient viewable conversion rates.