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AUDIENCE - Things Brands Should Consider Before Going Programmatic

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At #AUDIENCERED, Comscore's VP of France Jacques Techenio presents his thoughts on ad fraud, viewability & other issues with programmatic advertising

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AUDIENCE - Things Brands Should Consider Before Going Programmatic

  1. 1. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/PatentsFor info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Few Things Brands Should Consider Before Going Programmatic Combating ad fraud, viewability and other issues so your ads have the best chance to make an impact Jacques Tchenio, VP France
  2. 2. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 2 Holistic measurement on all platforms Audience Planning & Analytics Activation Solutions Advertising Solutions
  3. 3. © comScore, Inc. Proprietary. 3 Loss of clarity of advertising environment over time HIGH WASTAGE LOW WASTAGE DIRECT CONTROL OVER AD PLACEMENTS LESS CONTROL OVER AD PLACEMENTS NOW THEN
  4. 4. © comScore, Inc. Proprietary. 4 Verification helps you know where every ad impression is actually delivered
  5. 5. © comScore, Inc. Proprietary. At its heart is the ‘Verified Impression’ Why comScore Advertising is Unique? REDUCE WASTAGE PROVIDE TRANSPARENCY OF DELIVERY TELL YOU WHAT WORKED ViewabilityBrand safetyAudience reach Conversion £ Fraud detection
  6. 6. © comScore, Inc. Proprietary. 6 Could it have been seen by human eyes in a brand-safe environment? So what is a Verified Impression?
  7. 7. © comScore, Inc. Proprietary. 7 Detecting Invalid Traffic
  8. 8. © comScore, Inc. Proprietary. 8 IAB cites that of online traffic is invalid 36%
  9. 9. © comScore, Inc. Proprietary. 9 Basic Bots Explained WHAT A USER SEES WHAT FRAUDSTERS ARE DOING USER CLICKS A LINK / DOWNLOADS SOMETHING COMPUTER IS INFECTED BOT VISITS SITES TO BUILD ATTRACTIVE AND CONVINCING ’USER’ PROFILE BOT ORDERED TO PERFORM ACTIVITIES (PAGE VISITS, CLICKS) THAT DELIVER ADVERTISING REVENUE TO FRAUDSTER USER SEES NOTHING / CONTINUES NORMAL USAGE £
  10. 10. © comScore, Inc. Proprietary. 10 Catching sophisticated fraud requires multi-faceted tech Click Farms Bots Data Center Traffic IVT Content scrapers Spiders Ad stacking Domain Laundering Browser Hijacks Cloud services Adware traffic
  11. 11. © comScore, Inc. Proprietary. 11 Discrepancies between vendors
  12. 12. © comScore, Inc. Proprietary. 12 Viewability Discrepancies: What causes them? Vendors methodology? What is actually being measured? • Sophisticated IVT detection and removal before calculating? • Multiple windows open? • Out of viewport? • Impression stacking, etc.
  13. 13. © comScore, Inc. Proprietary. 13 Why IVT Matters in Viewability Measurement If an ad is served to a bot, should it be counted as viewable? Vendors should extrapolate sophisticated IVT before they calculate viewability rates. Failure to do so will result in active optimisation to IVT.
  14. 14. © comScore, Inc. Proprietary. 14 COMPARE reported viewability: How IVT contaminates your viewability
  15. 15. © comScore, Inc. Proprietary. 15 The 74% viewability seems appealing, right? But it is an illusion.
  16. 16. © comScore, Inc. Proprietary. 16 The Importance of Viewability Sales Lift Increases with Improved Viewability – and the Effects Do Not Appear to be Linear. 100 118 141 168 At least 50% At least 55% At least 65% At least 70% IMPACT OF VIEWABILITY ON INDEX OF CAMPAIGN SALES LIFT
  17. 17. © comScore, Inc. Proprietary. 17 A note on brand safety
  18. 18. © comScore, Inc. Proprietary. Brand safety: what is harmful varies from client to client BOTS, ILLEGAL CONTENT, IP FRAUD ETC. RACE HATE PORNOGRAPHY NUDITY POLITICS SOCIAL MEDIA NEWS EVENTS 18+
  19. 19. © comScore, Inc. Proprietary. Brand safety: what is harmful varies from client to client BOTS, ILLEGAL CONTENT, IP FRAUD ETC. RACE HATE PORNOGRAPHY NUDITY POLITICS SOCIAL MEDIA NEWS EVENTS 18+
  20. 20. © comScore, Inc. Proprietary. 20 Paving the path to achieve ‘Verified Inventory’ The role of pre and post bid verification explained DELIVERED IMPRESSIONS GENUINELY VERIFIED INVENTORY PRE BID FILTERS • Known Fraud prevention • Average viewability rates • Page context • Key word capabilities • Brand Safety • Page Quality DELIVERY VERIFICATION • Advanced Invalid Traffic Detection • Real time blocking • Actual view rates by impression • Audience reached
  21. 21. © comScore, Inc. Proprietary. 21 Key Takeaways  The Verified Impression – the inventory that is doing the work  No point in paying lip service – it can compound the problem  Know your vendors’ capabilities  Fully understand your inventory to maximise rates  Creating a ‘level playing field’ of data is key
  22. 22. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Thank you Jacques Tchenio, VP France For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

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