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Optimizing Targeting
of Display Ads
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
March 2014
-1-

Augu...
Optimize Targeting
“Once blacklists and whitelists help to
eliminate the most egregious ‘bad guy’
sites from carrying an a...
Prioritization Pyramid
START at the bottom, low hanging fruit at bottom

30%
40%

30%
-3-

targeting

optimization
improve...
Next Area of Improvement
After waste is reduced, then advertisers can further optimize delivery

25% On-Target Delivery
(N...
Display Ads

Ad Prominence – ads next to competitors or multiple of same ad on page

7% of ads are adjacent to a competito...
Display Ads

Impression delivery – whether ads are delivered to intended target/device

Source: DoubleVerify
-6-

Augustin...
Display Ads
Viewability – whether ads were displayed in a viewable position

Source: DoubleVerify
-7-

Augustine Fou
Display Ads
Brand safety – whether ad was served on a brand-appropriate site

Over 7% of impressions are served on
pages t...
Display Ads
Fraud protection – whether ads are served on fraudulent sites

Nearly 90% of fraud appears in the
Transparency...
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. One
main area of ...
Related Articles
ROI Case for Solving Ad Fraud
By: Augustine Fou January 2014

Fake YouTube Videos
By: Augustine Fou, Dece...
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Optimizing Targeting of Display Ads by Augustine Fou

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After the most egregious forms of ad fraud and waste are eliminated, advertisers can move on to improving targeting and other forms of optimization -- to increase the ROI of their display ads.

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Transcript of "Optimizing Targeting of Display Ads by Augustine Fou"

  1. 1. Optimizing Targeting of Display Ads Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com March 2014 -1- Augustine Fou
  2. 2. Optimize Targeting “Once blacklists and whitelists help to eliminate the most egregious ‘bad guy’ sites from carrying an advertiser’s ads, then further optimization can take place – like viewability, ad prominence, audience targeting, etc.” -- Dr. Augustine Fou -2- Augustine Fou
  3. 3. Prioritization Pyramid START at the bottom, low hanging fruit at bottom 30% 40% 30% -3- targeting optimization improvement delivery viewability bots /not seen by humans waste reduction Augustine Fou
  4. 4. Next Area of Improvement After waste is reduced, then advertisers can further optimize delivery 25% On-Target Delivery (Nielsen) 82% Ignored (not relevant) (Harris Interactive) 54% Not In View (not seen) (comScore) 23% Ad Blocked (wasn’t shown) (PageFair) 24 – 29% confirmed bot (Solve Media) -4- Augustine Fou
  5. 5. Display Ads Ad Prominence – ads next to competitors or multiple of same ad on page 7% of ads are adjacent to a competitor 15% are multiple ads on same page Source: DoubleVerify -5- Augustine Fou
  6. 6. Display Ads Impression delivery – whether ads are delivered to intended target/device Source: DoubleVerify -6- Augustine Fou
  7. 7. Display Ads Viewability – whether ads were displayed in a viewable position Source: DoubleVerify -7- Augustine Fou
  8. 8. Display Ads Brand safety – whether ad was served on a brand-appropriate site Over 7% of impressions are served on pages that are harmful to a brand advertiser Source: DoubleVerify -8- Augustine Fou
  9. 9. Display Ads Fraud protection – whether ads are served on fraudulent sites Nearly 90% of fraud appears in the Transparency Gap of programmatic buying. Source: DoubleVerify -9- Augustine Fou
  10. 10. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. One main area of focus is reducing ad waste due to fraud – fake impressions, clicks, leads, and sales.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 10 - @acfou Augustine Fou
  11. 11. Related Articles ROI Case for Solving Ad Fraud By: Augustine Fou January 2014 Fake YouTube Videos By: Augustine Fou, December 2013 Digital Ad Fraud Briefing By: Augustine Fou December 2013 Motive and Opportunity for Ad Fraud By: Augustine Fou, February 2014 How Display Fraud Works By: Augustine Fou, May 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 How Click Fraud Works By: Augustine Fou, November 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013 Display Fraud 101 (video) By: Augustine Fou, Feb 2014 - 11 - Augustine Fou

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