This document discusses monitoring online advertising in three parts. It begins by outlining the massive scale of the online advertising industry, including billions of internet users and websites. Second, it describes challenges in tracking advertising, such as personalization, automation, and fraud. Third, it proposes an experiment to monitor where ads appear by using "personas" visiting websites and capturing exposed ads. The goal is to provide insights into audience delivery, targeting effectiveness, and publisher monitoring.

1. MONITORING ONLINE ADVERTISING :
A NEW APPROACH
JANUARY 2015

2. The Scale
ONLINE ADVERTISING : A NEW APPROACH
2
5
billion
internet
users*
1.3 billion
websites**
32 trillion
webpages**
*
*Media 2013
** Media: March 2015
*** Online 2013

3. Tracking Online Advertising: Keeping The Score is Harder
ONLINE ADVERTISING : A NEW APPROACH
3
GROWTH PERSONALIZED AUTOMATED FRAUD
Internet adspend
continues
to grow strongly, formats
proliferate
(eg native)
Advertising is
increasingly
personalized, both
content and exposure
Automated
(programmatic) trading
of online inventory
is sky-rocketing
Hijacking and fraud rife,
especially in
programmatic, mobile,
video, real-time bidding
(auction-based) and
audience extension

4. Massive Growth in Digital, Programmatic and Mobile
ONLINE ADVERTISING : A NEW APPROACH
4 * Source: media: 2013
$59bn
(+15.5%)
Media
in 2013*
$83bn
(37.5% of
adspend)
Media
adspend in
2018*
$37bn
(+26.6%)
Media
adspend in 2013*
$14.3bn
(+43% YOY
52% of total)
Media
adspend in 2013*
$11.02bn
(72% of all
programmatic)
Media
adspend in 2012*
$14.1bn
(+72% YOY
61% of total)
Media
adspend in 2015*

5. Targeting Is Already An Issue: 40% Is A Good Score
ONLINE ADVERTISING : A NEW APPROACH
5
39%
35% 34%
29%
26%
18-49 YRS
OLD
35-64 25-54 25-49 18-34
* Target audience is categorised based on the primary target selection
in Vce, which is self-designated during campaign set-up
Source: Media. Q3 2014, US
39%
35%
34%
18-49 YRS OLD 18-34 21-34
% In-Target by Age / Gender*
MALESFEMALES

6. Programmatic Buying Leads To Loss of Control Via Botnets
and Malware
ONLINE ADVERTISING : A NEW APPROACH
6 * Source: Media, August 1-September 28th (5.6bn imps)
In display
Bots accounted for
12% of all display
impressions
observed.
In Video
Bots accounted
for 22% of all
video impressions
observed.
In Programmatic and
Retargeted Inventory
Bot traffic in programmatic
inventory averaged 16%.
Bots consumed 12% of
retargeted ads.
In Sourced Traffic
Third-party traffic sourcing
resulted in 51% bot fraud.
$

7. So, What’s The Answer?
ONLINE ADVERTISING : A NEW APPROACH
7
Help our clients monitor where their
online ads are appearing, given the
dynamic nature of the market?
“ “

8. The Experiment: Alcoholic Drinks As A Proxy
ONLINE ADVERTISING : A NEW APPROACH
8
13 ‘personas’, demos
and browser data
Top 1000 websites Once a day (test)
All personas visit same
sites, same frequency
All ads exposed to
each persona captured
Provides a sample of
who saw what
Screenshots of all ads
in-situ

9. Three Key Outputs From the Data
ONLINE ADVERTISING : A NEW APPROACH
• User profile
• User attributesWHO • Brands & products
TOWHAT
• Websites
• In-page contexts
• Landing pages
WHERE
• Ad formats
• Frequency
• Redirects
• Networks &
exchanges
HOW
AUDIENCE DELIVERY
-PERSONA
• Brand & Product
WHO
• User profiles
• User attributes
TOWHO
• Websites
• In-page contexts
• Landing pages
WHERE
• Ad formats
• Frequency
• Redirects
• Networks &
exchanges
HOW
TARGETING
EFFECTIVENESS
-BRAND
• Website
WHO
• Brands & products
WHAT
• User profiles
• User attributes
TOWHO
• Ad format,
• Frequency
• Redirects
• Networks &
exchanges
HOW
PUBLISHER
MONITORING
18

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11. CLARE YORKE
Production Manager
e. clareyorke@hotmail.com