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You're Only Premium if You Can Prove It by Augustine Fou

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Premium publishers have human visitors and viewable ads -- because they work hard and create real, valuable content that humans actually want to read. Other long-tail publishers may not -- and if they partake in other practices like sourcing traffic the "humanness" of their visitors will definitely need to be independently verified.

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You're Only Premium if You Can Prove It by Augustine Fou

  1. 1. marketing.scienceconsulting group, inc. You’re Only Premium (Publisher) if You Can Prove It July 2015 Augustine Fou, PhD. http://linkd.in/augustinefou acfou @ mktsci .com 212. 203. 7239
  2. 2. July 2015 / Page 1marketing.scienceconsulting group, inc. Dr. Augustine Fou 100 million impressions - 76% 24% confirmed human Source: see slide 2 24 million impressions - 60% 9.6 million impressions Paid $0.45 CPM on 100M impressions ($45k) and got 10 million productive impressions = $4.69 eCPM Avg. $0.45 CPM 10.4X higher effective cost “Low cost” inventory from unknown publishers / ad exchanges 40% in-view (RTB) Source: 3 sources, see slide 3
  3. 3. July 2015 / Page 2marketing.scienceconsulting group, inc. Dr. Augustine Fou Humanness of ad exchanges/networks varies dramatically confirmed humans 24% overall average confirmed bots 16% overall average declared / search bots 0% overall average NOTE: There is huge difference between high quality ad networks which actually have humans versus low quality ad networks which have large amounts of confirmed bot traffic and literally zero confirmed humans.
  4. 4. July 2015 / Page 3marketing.scienceconsulting group, inc. Dr. Augustine Fou Viewability rate of Programmatic, Exchanges, RTB: ~40% Source: Sizmek, Apr 2015 Source: DoubleVerify April, 2015 Source: Vindico April, 2015
  5. 5. July 2015 / Page 4marketing.scienceconsulting group, inc. Dr. Augustine Fou 100 million impressions - 23% 77% confirmed human Source: see slide 5 77 million impressions - 40% 46 million impressions Avg. $0.45 CPM Premium publishers have humans visitors and viewable ads 60% in-view (Publisher Direct) Source: 4 sources, see slide 6 Paid $0.45 CPM on 100M impressions ($45k) and got 46 million productive impressions = $0.98 eCPM “premium publishers typically earn around $1.35 CPM from open exchanges” Source: DCN, May 2015
  6. 6. July 2015 / Page 5marketing.scienceconsulting group, inc. Dr. Augustine Fou Premium Publishers’ Overall Humans vs Bots confirmed humans 77% overall average confirmed bots 2% overall average declared / search bots 1% overall average Note that 1% confirmed bots does not mean 99% humans; and vice versa 87% humans does not mean 13% bots. Using a deterministic approach, there are visits that cannot be sufficiently, accurately labeled and hence are marked uncategorized.
  7. 7. July 2015 / Page 6marketing.scienceconsulting group, inc. Dr. Augustine Fou Viewability rate of premium publishers: 49 – 56 – 60 – 67% 56% viewable Source: Sizmek, Apr 2015 Source: DoubleVerify April, 2015 Source: Vindico April, 2015 Source: Marketing Science, July 2015 Directly measured, only premium publishers (60) 60% viewable
  8. 8. July 2015 / Page 7marketing.scienceconsulting group, inc. Dr. Augustine Fou So What? “If you’re an advertiser looking for returns on your ad spend, buying ‘premium’ from publishers who can prove it – i.e. demonstrate higher ‘humanness’ – is worth it’s weight in gold. Paying $0.98 eCPM to premium publishers is almost 5X better than $4.69 eCPM to suspect ones (after you discard the waste). When you buy anything else, you literally get what you pay for – and that means not humans.” -- Dr. Augustine Fou
  9. 9. July 2015 / Page 8marketing.scienceconsulting group, inc. Dr. Augustine Fou Dr. Augustine Fou – Independent Ad Fraud Researcher “I research ad fraud, and specifically bots, so I can advise clients on how to detect and mitigate the various forms of fraud. This has the most direct impact on the ROI of their digital marketing programs.” 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: https://www.linkedin.com/today/author/84444-augustinefou

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