Apresentação MMA Innovate LATAM 2018

1. BRAND SAFETY
SEPTEMBER 2018

3. DRIVING A QUALITY DIGITAL ECOSYSTEM
1. Viewable 2. By A Person 3. On Target 4. Right Context &
Brand Safe
5. Verified by
Third Party
6. Consumer
Engagement

4. VIEWABILITY AND VERIFICATION: OUR CREATIVE DESERVES THE OPPORTUNITY TO BE SEEN!
INDUSTRY ISSUES UNILEVER APPROACH
Newsfeed is our big challenge
Not 100% pixel in view
Minimal time
in view No Audio
•Tracking and transacting on viewability across partners
•Leveraging data beyond the transaction

5. AD FRAUD: COMBATTING THE INDUSTRY COST
INDUSTRY ISSUES UNILEVER APPROACH
Bot Fraud Ad Stacking Pixel Stuffing
Clickjacking
Traffic
Malicious Source Traffic /
Audience Extensions
• Transparent Trading Desk
• Whitelisting / Blacklisting
• Limited use of 3rd party ad networks
• Publisher direct deals
• Top tier tech partners

6. ENSURING BRAND SAFE ENVIRONMENTS
INDUSTRY ISSUES UNILEVER APPROACH
Extra safety precautions needed in programmatic buying landscape
Technology
Vendor Selection

7. ENSURING BRAND SAFE AND SUITABLE ENVIRONMENT
INDUSTRY CHALLENGE UNILEVER’S APPROACH
vs
BRAND SAFETY:
Association with terrorism,
illegal and fraudulent
activity
BRAND SUITABILITY:
Content areas that are not
conducive to our brand
messaging nor aligned with
our brand values

8. BUILDING TRANSPARENCY AND TRUST WITH CONSUMERS
INDUSTRY ISSUES UNILEVER APPROACH

9. THE DIGITAL ECOSYSTEM COMMITTEE AND WORKSTREAM
à Building workstreams to raise the bar for Unilever’s digital presence
With an increasingly complex digital landscape, we need to be at the forefront in responding to issues relating to our digital marketing and presence online.
BRAND SAFETY AD BLOCKING VIEWABILITY AD FRAUD

10. RAISING THE BAR ON UL DIGITAL PRESENCE
Brand Safety Guide JBP Partner Engagement

11. THANK YOU