Ad fraud has quickly become the topic of the day. Armies of bots are blamed for wasting untold millions of dollars in advertising on worthless placements. Is this the cost of doing business in a fragmented digital media landscape, or a sign of a deeper problem? One brand gives its take on how it protects against ad fraud and ensures brand safety.

1. Digiday Programmatic Summit
Site Level Data:
Fraud, Brand Safety and Dating Websites
Amy Good
Nestle Purina Media Centers of Excellence
@AGoodMktingJob
November 18, 2014

3. Marketing’s understanding of Programmatic
“I think it’s getting to a more dynamic way of buying media that
allows us to be more targeted towards the households we really want,
while also giving us flexibility.”
“Sign me up for the lunch and learn… I could make some educated
guesses, but in full transparency, it’s all new to me.”

4. Input for the Analysis
 Site level data from three DSPs
 Two month period
 All Brands
 Majority PBT or Custom Segments
 Doesn’t account for duplication
 Mine for the positive
 This is a strategic exercise

5. Findings
Majority of Impressions served on brand safe sites with no concerns of fraud

6. However
17,250 Sites were served impressions
4% of sites served 92% of impressions

7. Is this site Brand Safe?

8. Is this site Fraudulent?

9. Brand Loyal
Consumers.
Nestle blocked.

10. Heavily Served Site, but no CPG

11. Nestle blocked on work laptop. Served Local Ad on iPad.

12. Online
Dating:
A Case
for PMP
Deals

13. Key Takeaways
Programmatic is a tactic, not a Strategy, however, it’s a powerful tactic that can
influence strategic direction
There’s a role for site level data, Transparency leads to understanding
Private marketplace deals are an important part of successfully investing
programmatically, but there will always be a need to learn from the open
exchange