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Chango Programmatic Everywhere: Will Lutrell "Finding Quality Media in the Programmatic Mix"
 

Chango Programmatic Everywhere: Will Lutrell "Finding Quality Media in the Programmatic Mix"

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Talented marketers rely on a mountain of data to customize the delivery of relevant messages. The incredible success and effectiveness of data-driven targeting hasn’t stopped at display ...

Talented marketers rely on a mountain of data to customize the delivery of relevant messages. The incredible success and effectiveness of data-driven targeting hasn’t stopped at display advertising.
Thanks to programmatic marketing, we can now say goodbye to the one-size-fits-all content. 
Guest Speaker: Will Luttrell, Co-Founder & Chief Technology Officer, Integral Ad Science
Topic: Finding Quality Media in the Programmatic Mix

Only 38% of exchange ads are in view for greater than 1 second; 30% of exchange ads are fraudulent; 20% of ads collide; 4.11% of ads on exchanges land on high or very high risk content. It seems most reports coming out of verification or analytics companies highlight the numerous problems with online ads. We see these "problems" as opportunities. This presentation will show you how unlocking media quality is the key to maximizing your marketing dollars online and avoiding ineffective ads.

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    Chango Programmatic Everywhere: Will Lutrell "Finding Quality Media in the Programmatic Mix" Chango Programmatic Everywhere: Will Lutrell "Finding Quality Media in the Programmatic Mix" Presentation Transcript

    • Will Luttrell, CTOand Co-Founder!The Right OfferThe Right PersonThe Right PlaceThe Goal:  Finding Quality Media in the Programmatic Mix
    • 3  In the 70s… Now…we encountered500 ads per daywe’re bombarded with5000 ads per day
    • Recently researched !a new BMW X5!at cars.com !  Audience data, new technology and exchangeshelped streamline the buying process
    • AutomationchangedEVERYTHING  
    • Machine to Machine!Fast!Precise!Efficient !Automation is!
    • The System isMuch Improved  
    • However…!We Still Have a Ways to Go
    • There is!greater precisionbut less scale!
    • Oftenonly!2 %of RTB inventorycontains audience data!
    • Which causes bidders to!overvaluethat 20% of inventory!…and completely undervalue 80%!
    • ? ??There’s a lack of!viewability
    • Suspicious Activity definedThe industry generally defines fraud as the deliberate practice of attempting toserve ads that have no potential to be viewed by a human user.Ad stacking;multiple ads ontop of one anotherin a single placement,with only the top adin view  iFrame stuffinginto a 1x1 pixelwhere an ad is‘served’ butnever viewed  Botnet traffic;when bots/non-humans areviewing andclicking on ads  
    • Don’t let fraud burn through your budget…False AttributionFalse ImpressionsFalse Clicks
    • attribution modelsreward quantity over qualityWhat good is an ad if no one ever sees it? Assuming that all media is in view by a realuser,  
    • What happened toQUALITY MEDIA  ?(aka The Right Place)The third problem:
    • Youarehere???Youarehere
    • •  Never in view!•  Wrong context!•  Inappropriate content !•  Multiple stacked ads!•  Fraudulent impressions!•  Wrong geo!•  Wrong language!valued equally•  Viewable Ads!•  Appropriate Context!•  Brand Safe!•  Collision-Free!•  No fraud!•  Accurate geo!•  Right language!Low & High Qualityinventory are  Low Quality! High Quality!=
    • EQUALLY VALUABLE!But they are NOT!
    • Internationally-focused newssite with around the clockcoverage and a reputation forhigh quality.News magazine and online newssite with a primary focus on Burmaand Southeast Asia. . Home page stats:!•  3 ads/page!•  0 ad collisions!Home page stats:!•  13 ads/page!•  2 ad collisions (two andfour colliding ads/page)!•  Ads refresh continuously!!Context: International News
    • Internationally-focused newssite with around the clockcoverage and a reputation forhigh quality.News magazine and online newssite with a primary focus on Burmaand Southeast Asia. Home page stats:!•  3 ads/page!•  0 ad collisions!Home page stats:!•  13 ads/page!•  2 ad collisions (two andfour colliding ads/page)!•  Ads refresh continuously!!Context: International News Context: International News
    • static ad!auto-refreshing ad!auto-refreshingduplicate ad!static ad!auto-refreshing ad!auto-refreshing ad!auto-refreshing ad!auto-refreshingduplicate ad!auto-refreshingduplicate ad!static ad!
    • static ad!static ad!auto-refreshing ad!auto-refreshingduplicate ad!static ad!auto-refreshing ad!auto-refreshing ad!auto-refreshing ad!auto-refreshingduplicate ad!auto-refreshingduplicate ad!static ad!static ad!Would you pay the same toadvertise on these two sites?(You likely would — unknowingly)
    • Page Context!Brand Safe!Viewability!# of ads on a page!Suspicious Activity!Ad Collisions!www.website.com!Overall quality: ✪✪✪✪!NEWS!750 (YES)!91st Percentile!4 or less!850 (Low Risk)!Low Chance!With Integral rated page-level quality metrics forprogrammatic buying!Integral Ad Science Data!
    • Site Quality Score!Page Context!Brand Safe!Viewability!# of ads on a page!Suspicious Activity!Ad Collisions!www.website.com!Overall quality: ✪✪✪✪!900!NEWS!750 (YES)!91st Percentile!4 or less!850 – Low Risk!Low Chance!With Integral rated page-level quality metrics forprogrammatic buying!Integral Ad Science Rating!Better Return for Publishers Better Quality for AdvertisersBuyers and Sellers benefit
    • Why is this important?  
    • A Conversion Case Study; engaged users (who view adslonger) convert better231%more likelyto convert250%more likely to convert witha longer ad in view time0%more likely to convertunless they are longimpressionsAbove the Fold(versus Below the Fold)Multiple LongImpressions(versus ShortImpressions)1 LongImpression(versus 1Short)Pre-bid Viewability targeting increases the length of time an ad is in view
    • Combining Programmatic Tradingwith vital Quality data is the key tounlocking the full potential ofdigital advertising for all of these companies
    • Will Luttrell, CTOand Co-Founder!Thank you