Verification + Attribution Case Study - Steve Latham, Head of Analytics, Flashtalking. If you would like a copy of this presentation, please email your contact at Flashtalking.

1. © 2016 Flashtalking. Confidential and may not be shared without permission.
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Case Study: Verification + Attribution
Steve Latham
March 2017

2. © 2016 Flashtalking. Confidential and may not be shared without permission.
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Verification Meets Attribution
Verification
• Measure inventory quality and ad viewability
• Identify non-human traffic
Attribution
• Measure contribution of each media buy
• Provide recommendations for optimizing spend
Flashtalking and IAS are the first to partner to produce more accurate insights

3. © 2016 Flashtalking. Confidential and may not be shared without permission.
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How It Works
Retargeting
Impression
CONVERSION PATH ASSEMBLY
Retargeting
Impression
Conversion
Desktop Click
In-App
Impression
Desktop
Impression
Video
Impression
RTB
Impression
RTB
Impression
VISUALIZATION
DATA INPUTS DATA UNIFICATION
In-App Ads
Desktop Ads
Mobile Ads
Conversions
ATTRIBUTION MODELING
XXX
XXX
XXX
DATA CLEANSING
**Refined data è Better models**

4. © 2016 Flashtalking. Confidential and may not be shared without permission.
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Verification Case Study: TUI
Some saw
10%-40%
Fewer Actions
Some saw
15%-50%
More Actions
3.3 Million
Non-
Viewable
Ads
1,400 Non-
Human
Visitors
SITES CONVERTERS
Segment Name Without IAS With IAS Change %
Thomson Mobile FY2016 V2 D9 - Tripadvisor 100 85 -15%
Thomson Travel Content Always On - Tripadvisor 3,275 3,190 -3%
Thomson BAU Retargeting Always On - Media IQ 2,562 2,513 -2%
Thomson BAU Prospecting Always On - AOL 332 301 -9%
Thomson BAU Prospecting Always On - Captify 170 139 -18%
Thomson Mobile FY2016 V2 D9 - Quantcast 33 29 -12%
Thomson Mobile FY2016 V2 D9 - Criteo 409 398 -3%
Thomson BAU Prospecting Always On - Quantcast 134 117 -13%
Thomson BAU Prospecting Always On - Rocket Fuel 63 46 -27%
Thomson Travel Content Always On - TravelSupermarket 243 232 -5%
Thomson Travel Content Always On - Skyscanner 251 218 -13%
Thomson Travel Content Always On - Holiday Watchdog 10 15 50%
Thomson Cruises September 16 - AOL 58 56 -3%
Thomson Cruise MoL Partnership Sep 2016 - Mail Online 19 18 -5%
Thomson Travel Content Always On - Kayak 41 48 17%
Thomson Travel Content Always On - Holiday Weather 49 50 2%
Thomson Cruises September 16 - Cruise Critic 23 21 -9%
Thomson BAU Prospecting Always On - Holiday Weather 23 19 -17%
Thomson Mobile FY2016 V2 D9 - Skyscanner 20 22 10%
Thomson Longhaul AOL Partnership Sep 2016 - AOL 5 3 -40%
Thomson Cruises September 16 - Time Inc 3 4 33%
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More
Accurate
Insights
Enhanced Attribution via IAS Verification
Verification inputs è more accurate insights