Ad fraud and viewability issues continue to plague the marketplace if left unmanaged, making ad verification vital to your brand dollars. In this session, out digital experts will go into the different steps you can take to protect your brand and also delve into how these verification issues intersect with programmatic.

1. Verification – Viewability, Fraud,
And Brand Safety
#EMPOWERBL16

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Presenters
DIGITAL ACCOUNT
MANAGER
LAURIE SHINBAUM
HEAD OF DIGITAL -
NORTH AMERICA
GEOFF GREENBLATT

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This session will cover…
What is verification?
Review
Questions
3
4
1
What can brands do about it?2

4. What is Verification?

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Verification
Digital media has been built on promises of unique measurements and guarantees
Real Time Tagging Technology Should Allow for:
Tracking of every impression served and seen
Running count of every interaction made (clicks, views,
engagements), with time spent and additional measurements
clocked and countered (where applicable)
Back-end control of landing page url destinationCross-platform response effect
Sales attribution
Additional tagging implementations would allow for creative
control as well

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Verification
But unfortunately, these promises have been compromised…
Ad Fraud Brand SafetyViewability

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Ad Verification
Ensures that a brand’s advertisements:
Ads have the opportunity to be seen
By humans
In a safe environment
Viewability
Ad Fraud
Brand Safety

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Viewability
The potential for an advertisement to be seen on
the screen.

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Ad Fraud
Intentionally deceptive practice designed to
manipulate legitimate ad serving or measurement
processes or to create fictitious activity that leads
to inflated counts.

12. Bot traffic, or non-human
digital traffic, is at its
highest ever, and recent
projections from the ANA
have more than $7 Billion
in advertising investment
wasted.
Source: http://www.adweek.com/news/advertising-branding/whats-being-done-rein-7-billion-ad-fraud-169743

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Brand Safety
The practices and tools that ensure an ad will not
appear in a context that can damage the
advertiser’s brand

15. Safety/Quality Concerns When Buying Ads
Programmatically

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What can brands do about it?

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Tracking Viewability
How is viewability tracked?
Tagging & Standards
Technology

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Tracking Viewability
Tagging Standards
Standard simple process for Viewability &
AdFraud
Easily implemented within AdServing
process
MRC
Standard
Agency
Standard
Device and
format standard
Video tagging is more in-depth with VAST
and VPaid

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Tracking Viewability
Technology – Two accepted methodologies
Geometric Measurement Browser Optimization
• Relies on page geometry
• No cross-domain iFrame support
• Limited browser support
• Low measurement rates
• Utilizes capabilities of browsers
• Cross-domain iFrame support
• Full browser support
• High measurement rates

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Developing Goals.
What is success and how is that defined in parameters?
Awareness Lift of 20%
Completed Videos Needed: 1,400,000
Optimization KPI: View Completion Rate (70%)
Budget: $30,000.00
Buy-Type: CPM
Negotiated Rate: $15.00
Partners: A, B, & C
Objectives: Campaign Plan:

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Video KPI Measuring
65%
70% 70%
75%
60% 60%
65% 65%
80% 80% 80% 80%
50%
55%
60%
65%
70%
75%
80%
85%
Week 1 Week 2 Week 3 Week 4
Partner A Partner B Partner C
1,416,667
Total Completed Videos:

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Video KPI Measuring
Set KPIs may appear met or unmet, but additional metrics add context to
placement quality and performance creating greater efficiencies
Spend
Click-Thru
Rate
Cost Per
Click
Completed
Videos
Video
Completion
Rate
Cost Per
Completed
Video
Partner A $10,000.00 0.75% $2.00 466,667 70% $0.02
Partner B $10,000.00 1.50% $1.00 416,667 63% $0.02
Partner C $10,000.00 0.25% $6.00 533,333 80% $0.02
Total $30,000.00 0.83% $1.80 1,416,667 71% $0.02

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Video KPI with Viewability Applied
15%
20% 20%
25%25% 25%
30% 30%
15% 15% 15% 15%
0%
5%
10%
15%
20%
25%
30%
35%
Week 1 Week 2 Week 3 Week 4
Partner A Partner B Partner C
vs. 1,416,667
Completed Videos
Total Videos Seen:
420,000

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Video KPI with Viewability Applied
Spend
Click-Thru
Rate
Cost Per
Click
Completed
Views
View
Completion
Rate
Cost Per
Completed
View
Partner A $10,000.00 0.75% $2.00 133,333 20% $0.08
Partner B $10,000.00 1.50% $1.00 186,667 28% $0.05
Partner C $10,000.00 0.25% $6.00 100,000 15% $0.10
Total $30,000.00 0.83% $1.80 420,000 21% $0.07
KPIs take on a different meaning when they are updated to only include viewable
impressions.

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$458.17
$8.04
$579.72
$11.53
$0
$100
$200
$300
$400
$500
$600
$700
27%
Partner 9
% Increase 67% 91% 55% 44% 38% 44% 99% 117%
Partner 7 Partner 8Partner 1 Partner 2 Partner 3 Partner 4 Partner 5 Partner 6
Partner Key
Premium
Efficiency
$21.36
$7.75
$25.00
$8.04 $10.49 $5.78 $5.21
$49.71
$35.75
$14.77
$38.83
$11.53
$14.51
$8.34 $10.37
$107.70
$0
$20
$40
$60
$80
$100
$120
Cost per Conversion Cost Per Viewable Conversion
• Partner 9’s minimal conversions generated an extremely high cost per conversion leading to a cost per
viewable conversion above $500
Desktop: Cost Per Conversion Vs Cost Per
Viewable Conversion by Partner
Non-viewable conversions skewed cost-per-conversion metrics
(in some cases, heavily) across both partner sets

26. Review

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Review
Simple steps to set up verification on the right path
Ads have the opportunity to be seen
By humans
In a safe environment
Viewability
Ad Fraud
Brand Safety

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Application Strategy
After understanding the details and developing goals, it is time to put them into
action
Viewability Ad Fraud Brand Safety
Optimizing toward KPI through
the lens of viewability
Detecting, alerting, and blocking
Down the line – whitelisting,
blacklisting
Monitoring, Evaluating and
Blacklisting