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PROGRAMMAT
IC
MARKETING:
An overview of how
marketers can use
programmatic marketing,
advertising and buying.
There’s also some
information about digital
audio, the future of
television and more.
TABLE OF CONTENTS:
Page Title: Page Number:
Programmatic Marketing 4
Core Programmatic Concepts 6
Facts & Statistics 12
Consumers & Buyers 19
Creative Possibilities 25
Reaching Target Audiences 31
Programmatic Advertising 36
Programmatic Advertising Classifications 37
Types of Programmatic Advertising 45
Programmatic Buying 55
Programmatic Buying Steps 56
Step 1: Organize 58
Step 2: Design 67
Step 3: Execute 77
Step 4: Reach 87
Step 5: Measure 97
Programmatic Buying Steps to Improve
Campaigns
108 2
TABLE OF CONTENTS:
Page Title: Page Number:
Trends Affecting Programmatic Buying 117
Programmatic: Digital Audio & Television 126
Programmatic: Rise of Digital Audio 127
Statistics 128
Facts About Digital Audio 135
Programmatic & Digital Audio 143
Programmatic: Future of Television 151
Statistics 152
Facts About Television 157
Programmatic & Television 166
Programmatic: Viewability & Verification 181
Statistics 182
Facts About Viewability & Verification 187
Standards for Viewability & Verification 195
Concepts & Challenges 200
Viewability & Verification Fraud 207
Work Cited 211 3
TELEVISION:
20.0% of buyers TV
budgets is dedicated to
programmatic TV
43.1% of media buyers
are using programmatic
for TV buying and
selling
48.0% of media buyers
will be using
programmatic buying
and selling in the next
two years
52.0% will be adding
programmatic to their
upfront process
4COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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TELEVISION:
25.60%
21.40%
14.40%
16.20%
14.80%
5.40% 2.10%
Advantages of Programmatic TV Buying/ Selling:
Advanced Audience Targeting
Technological Automation to Streamline the
Booking, Buying & Reporting of Advertising Buys
with the Inclusion of Data
The Use of Algorithms to Automate the Buying
Process & Improve Results
The Use of Big Data in the Buying Process for
TV/ Video Advertising
Real-time Ad Buying Through Exchanges Based
on Dynamic Results
5COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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TELEVISION:
64.90%
52.50%
51.50%
44.70%
40.20%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
OVER-THE-TOP/ STREAMING
NATIONAL CABLE NETWORKS
LOCAL CABLE NETWORKS
MULTICHANNEL VIDEO PROGRAM DISTRIBUTORS
NATIONAL BROADCAST
TV Types Bought Programmatically:
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TELEVISION LIMITATIONS:
Lack in measurement options limits the abilities to make comparisons for media buyers today
As marketers think in practical terms about how to incorporate programmatic TV into their broader
strategies, cross-channel tracking has emerged as the most important issue for buyers and sellers
Roku and Hulu have great distribution but when microtargeting, buyers run into scale issues
It can be hard to attribute a purchase to a single spot but buyers can see a correlation between
exposure and conversion rate
There’s a good amount of collaboration between TV and content owners to integrate plans but it’s
difficult to manage frequency and measure conversions across screens
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TELEVISION TREND:
Viewers are starting to consume
content away from linear TV
Networks have less content now
than before
Consumers are getting used to
being able to click on what they
want to watch and younger
consumers are avoiding
commercials all together
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PROGRAMMATIC TELEVISION:
Programmatic Television:
This involves the automation of data-driven, audience-based ad buying for media
consumed through linear, addressable, over-the-top and streaming channels
The level of automation varies at different points on the spectrum, the central role
of data is a constant, enabling a shift from content buying to audience buying
Technology and audience data are what enable the transition to programmatic TV
and are changing the way TV inventory is bought and sold
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PROGRAMMATIC TELEVISION
FACTS:
A large part of
programmatic TV
is about making
all inventory
available and
expressing it in
terms that are
more relevant to
clients beyond
just age and
gender
Programmatic can
make ads more
relevant for the
consumer and
keep those
viewers around
Programmatic
enables
marketers to
build schedules
on the fly based
on hundreds of
household or
viewer attributes
Local stations
have inventory
that they need
help moving and
programmatic
can be used to
sell it
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ADVANTAGES OF PROGRAMMATIC:
Advantages of Programmatic TV:
Data and the targeting
it makes possible
Advanced audience
targeting
Technological
automation to
streamline the booking,
buying and reporting of
advertising buys with
the inclusion of data
The use of big data in
the buying process for
TV/ Video advertising
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CHANGES IS PROGRAMMATIC:
How Programmatic TV has Changed:
More inventory
Better
targeting
Attribution
tools have
been
developed
More
automation
More options
and partners in
the category
offering
solutions for
agencies
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OPPORTUNITIES IN
PROGRAMMATIC:
In local broadcast space, agencies are responsive to the ability to measure and
adjust campaigns midflight instead of having to wait till the end of the year
There are opportunities to match first-party data from providers with sales data
to see who bought a product after seeing an ad
There’s a role for audience buying in cross-screen, screen-agnostic investment
strategy that’s applicable today
Introducing an element of addressability also makes it possible to target at a
geographic level
Across the industry, vendors are working to help unify inventory across every
part of the TV spectrum and make it available for unified buys across platforms
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PROGRAMMATIC TELEVISION:
Areas most important
to buyers and sellers:
Targeting options
Analytics and
reporting capabilities
Reach or scale
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PROGRAMMATIC TELEVISION:
Media buyers are more
interested in programmatic
buys on:
Over-the-top
Roku
Hulu
SamsungNational Cable Networks
Local Cable Networks
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VIEWABILITY & VERIFICATION:
16
Verification:
That the ad will be or has been served in a place that can be seen by a real human
not a bot and that it adheres to the advertisers specified brand safety guidelines
Viewability:
The opportunity for an ad to be seen by a consumer
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VIEWABILITY CONCERNS:
47.4%
58.8%
59.6%
59.6%
60.5%
61.4%
63.2%
64.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%
DESKTOP NATIVE
DESKTOP RICH MEDIA
MOBILE STATIC BANNER
MOBILE NATIVE
MOBILE RICH MEDIA
DESKTOP STATIC BANNER
DESKTOP VIDEO
MOBILE VIDEO
Viewability Concerns for Heavy Programmatic Users by
Platform:
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HEAVY USERS PRIORITIES:
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
To Offer Inventory from Wearables
To Offer Inventory from Connected TV
To Offer Inventory from Digital Out-of-home
To be Able to Buy Native
To be Able to Buy Video In-stream
To be Able to Buy Rich Media
To be Able to Buy Inventory Across Channels via a Single…
To be Able to Buy Display
Priorities for Buying Programmatically:
Heavy Users of Programmatic All Respondents
18COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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VIEWABILITY & VERIFICATION
GOAL:
Goal: Having the confidence to know exactly what the
company is buying
This goal will help programmatic
reach it’s full transformative
potential
The main step to reaching this
goal: is to ensure that players
throughout the ecosystem are
educated and speaking the same
language about: viewability,
verification and programmatic
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ADVANTAGES OF VERIFICATION:
Advantages to Verification
before Serving:
A DSP can be set up to bid only on
inventory that meets quality
standards
It can optimize more effectively in
real time
Advantages to Post-bid
Verification:
Can be valuable for checking the
accuracy of prediction algorithms
It can also guide the evaluation and
optimization of supply partners
20COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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VIEWABILITY & VERIFICATION:
•They are less likely to value unique inventory when making a buy
•Its about reaching the right target than getting their ads onto a specific site
Power users are more likely to pay a premium for custom data segments
•Likely smaller companies that are nimble enough to adopt new technologies faster
•They are more likely to be focusing on maximum efficiency for their limited media budgets and less likely to
rely on the nonstandard units that pose challenges
Heavy users of programmatic show particular interest in guaranteeing viewability
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STANDARDS:
•It requires an ad to be at least 50% in view for at
least one second and a similar standard for video
ads calling for two seconds of viewability
Media Rating Council
made initial progress
with a standard for
desktop ad viewability
•Mobile represents the fastest-growing segment
digital advertising
The lack of standards
for mobile or
nonstandard ad units
remains a problem
22COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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STANDARDS:
•Initial standards for viewability have been set by a few organizations but
they aren’t universally used
Agree to
Standards:
•Exchanges, SSPs, and publishers need to take steps to ensure a clean
marketplaceBe Proactive:
•Each company has created its own methodology for how viewability and
verification are actually measured, leading to companies needing a
consistent way of doing this while still allowing for innovation
Normalize
Methodologies:
23COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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Supply-side Companies (Publishers, SSPs, Exchanges, Verification
Partners):
CONCERNS:
24COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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Factors that contribute to ads not being viewed
Users blocking ads
Users not scrolling down far enough to see an ad placement
Questionable inventory sources
Outright deception
CHALLENGES:
25COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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Viewability & Verification Challenges:
Inconsistent
measurement
methodologies
among
verification and
viewability
partners
Lack of detailed
measurement
with high-impact
ad units
Post-campaign
reconciliation of
fraud impeding
optimization
Reconciliation of
discrepancies due
to verification or
viewability
Inability to access
high-impact ad
units across all
inventory
programmatically
CHALLENGES:
There’s more to inventory quality than placement and
viewability metrics, marketers need to be concerned about:
Brand Safety
Nonhuman Traffic
Outright Deception
26COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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VIEWABILITY & VERIFICATION
FRAUD:
As the role of programmatic buying and
selling in digital advertising continues to
grow, issues surrounding viewability and
verification are moving to the forefront
Like with any technology, especially one
that allows for scaling and is
fundamentally dependent on
automation, programmatic is vulnerable
to fraud and questions of quality
Fraud is an economic issue not a
technical one and can happen because
of the rapidly changing ecosystem
27COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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VIEWABILITY & VERIFICATION
FRAUD:
Greatly expanded
inventory and demand
call for automation to
fulfill the market’s
potential and
automation will also
be key to addressing
the fraud problem
that comes with it
Creating a fraud-free
environment is in the
best interest of all
players in the supply
chain
Companies rely on
their DSP or third
party providers to
check viewability and
fraud rates
Constant innovation,
as well as the
introduction and
refinement of new
standards will help
the industry get in
front of new types of
fraud
Heavy users are more
likely to trust the
accuracy of their
verification partners in
measuring specific
types of fraud, due to
a deeper
understanding of their
technologies and
methodologies
28COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER
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WORK CITED:
"A Guide To Programmatic Advertising." Think with Google. N.p., n.d. Web. 28 June 2017.
<https://www.thinkwithgoogle.com/programmatic-guide/>.
"How Will Programmatic Media Buying Impact Your Business?" Hampton Roads Business Weekly Blog.
N.p., n.d. Web. 28 June 2017. <http://www.hamptonroadsmarketingnow.com/blog/how-will-
programmatic-media-buying-impact-your-business>.
"LinkedIn: Programmatic The Ebook- The Ultimate Guide to Programmatic for B2B
Marketing." Business. LinkedIn.com. Business LinkedIn, n.d. Web. 28 June 2017.
<https://business.linkedin.com/content/dam/me/business/en-us/marketing-
solutions/cx/2017/pdfs/programmatic-the-ebook.pdf>. PDf From LinkedIn
Magazine, Advertising Age. Advertising Age Content Strategy Studio: Programmatic- The Future of
Television. N.p.: Advertising Age, June 2016. Print*
Magazine, Advertising Age. Advertising Age Content Strategy Studio: Programmatic and The Rise of
Digital Audio. N.p.: Advertising Age, September 2016. Print*
Magazine, Advertising Age. Advertising Age Content Strategy Studio: Viewability and Verification
Through the Programmatic lens. N.p.: Advertising Age, December 2015. Print*
Umashankar, Balaji Murugan. "Types of programmatic advertising, a bird's eye view." Softway Blog.
N.p., 27 Oct. 2016. Web. 28 June 2017. <https://www.softway.com/blog/types-of-programmatic-
advertising-a-birds-eye-view/>.
"Value of an Integrated Platform for Programmatic Buying." Think with Google. N.p., n.d. Web. 28 June
2017. <https://www.thinkwithgoogle.com/marketing-resources/programmatic/value-of-an-
integrated-platform-for-programmatic-buying/>.
*Also available online at adage.com 29
CONTACT US FOR THE FULL
PRESENTATION:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

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Programmatic Marketing Part 3 of 3

  • 1. PROGRAMMAT IC MARKETING: An overview of how marketers can use programmatic marketing, advertising and buying. There’s also some information about digital audio, the future of television and more.
  • 2. TABLE OF CONTENTS: Page Title: Page Number: Programmatic Marketing 4 Core Programmatic Concepts 6 Facts & Statistics 12 Consumers & Buyers 19 Creative Possibilities 25 Reaching Target Audiences 31 Programmatic Advertising 36 Programmatic Advertising Classifications 37 Types of Programmatic Advertising 45 Programmatic Buying 55 Programmatic Buying Steps 56 Step 1: Organize 58 Step 2: Design 67 Step 3: Execute 77 Step 4: Reach 87 Step 5: Measure 97 Programmatic Buying Steps to Improve Campaigns 108 2
  • 3. TABLE OF CONTENTS: Page Title: Page Number: Trends Affecting Programmatic Buying 117 Programmatic: Digital Audio & Television 126 Programmatic: Rise of Digital Audio 127 Statistics 128 Facts About Digital Audio 135 Programmatic & Digital Audio 143 Programmatic: Future of Television 151 Statistics 152 Facts About Television 157 Programmatic & Television 166 Programmatic: Viewability & Verification 181 Statistics 182 Facts About Viewability & Verification 187 Standards for Viewability & Verification 195 Concepts & Challenges 200 Viewability & Verification Fraud 207 Work Cited 211 3
  • 4. TELEVISION: 20.0% of buyers TV budgets is dedicated to programmatic TV 43.1% of media buyers are using programmatic for TV buying and selling 48.0% of media buyers will be using programmatic buying and selling in the next two years 52.0% will be adding programmatic to their upfront process 4COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 5. TELEVISION: 25.60% 21.40% 14.40% 16.20% 14.80% 5.40% 2.10% Advantages of Programmatic TV Buying/ Selling: Advanced Audience Targeting Technological Automation to Streamline the Booking, Buying & Reporting of Advertising Buys with the Inclusion of Data The Use of Algorithms to Automate the Buying Process & Improve Results The Use of Big Data in the Buying Process for TV/ Video Advertising Real-time Ad Buying Through Exchanges Based on Dynamic Results 5COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 6. TELEVISION: 64.90% 52.50% 51.50% 44.70% 40.20% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% OVER-THE-TOP/ STREAMING NATIONAL CABLE NETWORKS LOCAL CABLE NETWORKS MULTICHANNEL VIDEO PROGRAM DISTRIBUTORS NATIONAL BROADCAST TV Types Bought Programmatically: 6COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 7. TELEVISION LIMITATIONS: Lack in measurement options limits the abilities to make comparisons for media buyers today As marketers think in practical terms about how to incorporate programmatic TV into their broader strategies, cross-channel tracking has emerged as the most important issue for buyers and sellers Roku and Hulu have great distribution but when microtargeting, buyers run into scale issues It can be hard to attribute a purchase to a single spot but buyers can see a correlation between exposure and conversion rate There’s a good amount of collaboration between TV and content owners to integrate plans but it’s difficult to manage frequency and measure conversions across screens 7COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 8. TELEVISION TREND: Viewers are starting to consume content away from linear TV Networks have less content now than before Consumers are getting used to being able to click on what they want to watch and younger consumers are avoiding commercials all together 8COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 9. PROGRAMMATIC TELEVISION: Programmatic Television: This involves the automation of data-driven, audience-based ad buying for media consumed through linear, addressable, over-the-top and streaming channels The level of automation varies at different points on the spectrum, the central role of data is a constant, enabling a shift from content buying to audience buying Technology and audience data are what enable the transition to programmatic TV and are changing the way TV inventory is bought and sold 9COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 10. PROGRAMMATIC TELEVISION FACTS: A large part of programmatic TV is about making all inventory available and expressing it in terms that are more relevant to clients beyond just age and gender Programmatic can make ads more relevant for the consumer and keep those viewers around Programmatic enables marketers to build schedules on the fly based on hundreds of household or viewer attributes Local stations have inventory that they need help moving and programmatic can be used to sell it 10COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 11. ADVANTAGES OF PROGRAMMATIC: Advantages of Programmatic TV: Data and the targeting it makes possible Advanced audience targeting Technological automation to streamline the booking, buying and reporting of advertising buys with the inclusion of data The use of big data in the buying process for TV/ Video advertising 11COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 12. CHANGES IS PROGRAMMATIC: How Programmatic TV has Changed: More inventory Better targeting Attribution tools have been developed More automation More options and partners in the category offering solutions for agencies 12COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 13. OPPORTUNITIES IN PROGRAMMATIC: In local broadcast space, agencies are responsive to the ability to measure and adjust campaigns midflight instead of having to wait till the end of the year There are opportunities to match first-party data from providers with sales data to see who bought a product after seeing an ad There’s a role for audience buying in cross-screen, screen-agnostic investment strategy that’s applicable today Introducing an element of addressability also makes it possible to target at a geographic level Across the industry, vendors are working to help unify inventory across every part of the TV spectrum and make it available for unified buys across platforms 13COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 14. PROGRAMMATIC TELEVISION: Areas most important to buyers and sellers: Targeting options Analytics and reporting capabilities Reach or scale 14COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 15. PROGRAMMATIC TELEVISION: Media buyers are more interested in programmatic buys on: Over-the-top Roku Hulu SamsungNational Cable Networks Local Cable Networks 15COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 16. VIEWABILITY & VERIFICATION: 16 Verification: That the ad will be or has been served in a place that can be seen by a real human not a bot and that it adheres to the advertisers specified brand safety guidelines Viewability: The opportunity for an ad to be seen by a consumer COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 17. VIEWABILITY CONCERNS: 47.4% 58.8% 59.6% 59.6% 60.5% 61.4% 63.2% 64.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% DESKTOP NATIVE DESKTOP RICH MEDIA MOBILE STATIC BANNER MOBILE NATIVE MOBILE RICH MEDIA DESKTOP STATIC BANNER DESKTOP VIDEO MOBILE VIDEO Viewability Concerns for Heavy Programmatic Users by Platform: 17COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 18. HEAVY USERS PRIORITIES: 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% To Offer Inventory from Wearables To Offer Inventory from Connected TV To Offer Inventory from Digital Out-of-home To be Able to Buy Native To be Able to Buy Video In-stream To be Able to Buy Rich Media To be Able to Buy Inventory Across Channels via a Single… To be Able to Buy Display Priorities for Buying Programmatically: Heavy Users of Programmatic All Respondents 18COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 19. VIEWABILITY & VERIFICATION GOAL: Goal: Having the confidence to know exactly what the company is buying This goal will help programmatic reach it’s full transformative potential The main step to reaching this goal: is to ensure that players throughout the ecosystem are educated and speaking the same language about: viewability, verification and programmatic 19COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 20. ADVANTAGES OF VERIFICATION: Advantages to Verification before Serving: A DSP can be set up to bid only on inventory that meets quality standards It can optimize more effectively in real time Advantages to Post-bid Verification: Can be valuable for checking the accuracy of prediction algorithms It can also guide the evaluation and optimization of supply partners 20COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 21. VIEWABILITY & VERIFICATION: •They are less likely to value unique inventory when making a buy •Its about reaching the right target than getting their ads onto a specific site Power users are more likely to pay a premium for custom data segments •Likely smaller companies that are nimble enough to adopt new technologies faster •They are more likely to be focusing on maximum efficiency for their limited media budgets and less likely to rely on the nonstandard units that pose challenges Heavy users of programmatic show particular interest in guaranteeing viewability 21COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 22. STANDARDS: •It requires an ad to be at least 50% in view for at least one second and a similar standard for video ads calling for two seconds of viewability Media Rating Council made initial progress with a standard for desktop ad viewability •Mobile represents the fastest-growing segment digital advertising The lack of standards for mobile or nonstandard ad units remains a problem 22COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 23. STANDARDS: •Initial standards for viewability have been set by a few organizations but they aren’t universally used Agree to Standards: •Exchanges, SSPs, and publishers need to take steps to ensure a clean marketplaceBe Proactive: •Each company has created its own methodology for how viewability and verification are actually measured, leading to companies needing a consistent way of doing this while still allowing for innovation Normalize Methodologies: 23COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED Supply-side Companies (Publishers, SSPs, Exchanges, Verification Partners):
  • 24. CONCERNS: 24COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED Factors that contribute to ads not being viewed Users blocking ads Users not scrolling down far enough to see an ad placement Questionable inventory sources Outright deception
  • 25. CHALLENGES: 25COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED Viewability & Verification Challenges: Inconsistent measurement methodologies among verification and viewability partners Lack of detailed measurement with high-impact ad units Post-campaign reconciliation of fraud impeding optimization Reconciliation of discrepancies due to verification or viewability Inability to access high-impact ad units across all inventory programmatically
  • 26. CHALLENGES: There’s more to inventory quality than placement and viewability metrics, marketers need to be concerned about: Brand Safety Nonhuman Traffic Outright Deception 26COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 27. VIEWABILITY & VERIFICATION FRAUD: As the role of programmatic buying and selling in digital advertising continues to grow, issues surrounding viewability and verification are moving to the forefront Like with any technology, especially one that allows for scaling and is fundamentally dependent on automation, programmatic is vulnerable to fraud and questions of quality Fraud is an economic issue not a technical one and can happen because of the rapidly changing ecosystem 27COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 28. VIEWABILITY & VERIFICATION FRAUD: Greatly expanded inventory and demand call for automation to fulfill the market’s potential and automation will also be key to addressing the fraud problem that comes with it Creating a fraud-free environment is in the best interest of all players in the supply chain Companies rely on their DSP or third party providers to check viewability and fraud rates Constant innovation, as well as the introduction and refinement of new standards will help the industry get in front of new types of fraud Heavy users are more likely to trust the accuracy of their verification partners in measuring specific types of fraud, due to a deeper understanding of their technologies and methodologies 28COMPILED BY AUTHOR FROM: AD AGE CONTENT STRATEGY STUDIO WHITE PAPER PRINTED
  • 29. WORK CITED: "A Guide To Programmatic Advertising." Think with Google. N.p., n.d. Web. 28 June 2017. <https://www.thinkwithgoogle.com/programmatic-guide/>. "How Will Programmatic Media Buying Impact Your Business?" Hampton Roads Business Weekly Blog. N.p., n.d. Web. 28 June 2017. <http://www.hamptonroadsmarketingnow.com/blog/how-will- programmatic-media-buying-impact-your-business>. "LinkedIn: Programmatic The Ebook- The Ultimate Guide to Programmatic for B2B Marketing." Business. LinkedIn.com. Business LinkedIn, n.d. Web. 28 June 2017. <https://business.linkedin.com/content/dam/me/business/en-us/marketing- solutions/cx/2017/pdfs/programmatic-the-ebook.pdf>. PDf From LinkedIn Magazine, Advertising Age. Advertising Age Content Strategy Studio: Programmatic- The Future of Television. N.p.: Advertising Age, June 2016. Print* Magazine, Advertising Age. Advertising Age Content Strategy Studio: Programmatic and The Rise of Digital Audio. N.p.: Advertising Age, September 2016. Print* Magazine, Advertising Age. Advertising Age Content Strategy Studio: Viewability and Verification Through the Programmatic lens. N.p.: Advertising Age, December 2015. Print* Umashankar, Balaji Murugan. "Types of programmatic advertising, a bird's eye view." Softway Blog. N.p., 27 Oct. 2016. Web. 28 June 2017. <https://www.softway.com/blog/types-of-programmatic- advertising-a-birds-eye-view/>. "Value of an Integrated Platform for Programmatic Buying." Think with Google. N.p., n.d. Web. 28 June 2017. <https://www.thinkwithgoogle.com/marketing-resources/programmatic/value-of-an- integrated-platform-for-programmatic-buying/>. *Also available online at adage.com 29
  • 30. CONTACT US FOR THE FULL PRESENTATION: Mediacontact USA Inc. 13575 58TH Street North #160 Clearwater, Fl. 33760 T: 727 538 4112 E: contact@mcusa.co www.mediacontactusa.com