The document discusses issues related to traffic quality in programmatic advertising. It notes that both publishers and advertisers lose revenue due to fraudulent media, diluted costs per thousand impressions, and wasted ad spend when traffic quality is poor. The document estimates that global advertisers will lose billions to bots in 2015, and that 84% of online display ads in France are fraudulent. It advocates for resolving quality issues in order to increase investment in programmatic advertising. The keynote speaker from OpenX then outlines their company's approach to ensuring traffic quality through initial site review, real-time filtering, and ongoing monitoring to block millions of requests daily and cull poorly performing inventory on a weekly basis.

1. Keynote :
La qualité du trafic, une
question clé, le cas
Condé Nast
Les Nouvelles Frontières du Marketing Digital
Paris, 28 Mai 2015
Andrew Buckman
Directeur Général
Emea, OpenX

2. Andrew Buckman, OpenX
Marketing Remix 2015
Raising the Bar on Quality

3. Marketplace quality costs the industry and it’s YOU that pays
.
Publishers
- Inadvertently selling fraudulent media
- Diluted CPMs
- Loss of revenue
Advertisers
- Wasted ad spend
- Improper attribution
- Loss of revenue

4. Global advertiser
s will lose
Billion
to bots in 2015

5. of online display ads
are fraudulent in France

6. Programmatic advertising offers
good value for money
95% 84% 95%
If quality issues were resolved,
investment in programmatic
would increase
Marketplace quality is a serious
issue in Programmatic

7. Brand Safety Viewability Fraud / NHT Detection
Is it safe? Is it seen? Is it real?

8. OpenX employs a dual human + technology approach to traffic quality

9. Initial site review
Rigorous vetting - reject 30-40% of sites
Real time filtering
Block millions of requests a day due to traffic anomalies
Ongoing Monitoring
Weekly “scrub” process to cull poorly performing inventory

10. Leader in Quality
OpenX believes industry-leading quality drives value for publishers and buyers.
Ranked No 1 for inventory quality by Pixalate for 4 consecutive months

13. Key Takeaways
• A clean marketplace starts with clear policies
• Independent oversight of the marketplace
• Quality does not come cheap
• Take advantage of industry groups and 3rd party specialists
• Quality is everyone’s responsibility

14. Thank you