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Digiday Programmatic Media Summit Fall 2019 | Forbes

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Presented by Rebeca Solorzano

Published in: Marketing
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Digiday Programmatic Media Summit Fall 2019 | Forbes

  1. 1. R ebeca Solórz ano – VP, Programmat ic Operat ion, Forbes Views Matter
  2. 2. IAB & MRC created the standard definition of ad viewability Helps marketers understand the effectiveness of their ads which guides buying decisions Ads that have the opportunity to be seen drives business results Viewability is a baseline expectation Why is viewability important?
  3. 3. Relationship between viewability + consideration 3
  4. 4. Allowed multiple stakeholders the opportunity to provide input on testing strategies Product was focused on a clean UX for our top articles Multiple iterations were tested to find optimal compliment of UX + revenue Site Redesign created a more unique user experience
  5. 5. 5 R e d e s i g n h e l p e d b r i n g t h e a d d e d o p p o r t u n i t i e s a r o u n d a d p r o d u c t s t o c o m p l i m e n t t h e u s e r ’ s e x p e r i e n c e T h e f o c u s o n n e w a d p r o v i d e s c u s t o m f e e l s t o i n c r e a s e
  6. 6. More viewable ads Increase in overall viewability of ads across multiple platforms Increase in loyal customer base while still growing overall audience High value of cohorts Site Redesign 2H 2018 2019 brought Sources: comScore October 2017, Media Metrix, US Multi-Platform Home & Work; GfK MRI, Spring 2007
  7. 7. What’s next? Engagement is our goal We need to adopt an industry-wide standard that both publishers and advertisers can adhere to Additional focus on engagement will help build our loyal customer base.
  8. 8. New experience on our CMO content
  9. 9. Thank you

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