Geisla de Souza: Transparencies and Efficiencies in Media Buying
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This document discusses transparency and efficiencies in digital media buying. It notes that by 2019, up to 90% of UK digital advertising will be programmatic. It lists several things leaders are asking for to create transparency, including transparent contracts, cross-platform planning and reporting, unified viewability metrics, third-party verification, brand safety, and fraudulent prevention. It discusses initiatives like the ISBA framework contract that support tighter terms around digital measurement, metrics, and standards. The document also discusses the need for unified viewability metrics and accreditation to assess viewability, brand safety, and fraud.
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Geisla de Souza: Transparencies and Efficiencies in Media Buying
- 1. Geisla de Souza Head of Display. EMEA Transparencies and Efficiencies in Media Buying
- 2. Programmatic Growth By 2019 up to 90 percent of all U.K. digital advertising will be bought programmatically 2
- 4. What are leaders asking for to create transparency in Digital Media Buying? 4 • Transparent Contracts • Cross Platform Planning, Execution & Reporting • Unified Viewability Metrics • Third Party Verification • Brand Safety • Certified Fraudulent Prevention
- 6. Contractual Transparency 6 Initiatives such as the ISBA Framework Media Services Contract Supports tighter terms • Digital Measurement • Metrics & Standards • Ad Fraud & Brand Safety
- 7. Planning and Execution, Creating Efficiencies 7 ‘Stop talking about digital marketing—it’s about marketing in a connected world, in the digital world and we need to do much more integration,” “I include that with the agencies that are still offering different agencies for different parts of marketing. We’ve got one consumer at the end of the day, we need to have one budget, one strategy and one execution’ Keith Weed. Unilever CMO
- 8. Viewability. An ad that cannot be seen has no value? 8 The need for unified metrics
- 9. Viewability & Fraud 9 Accreditation is key and gives some levels of assurance Four main criteria a Vendor can be accredited for • Viewability • Brand Safety • Fraud • GIVT • SIVT Formats • Desktop, Video, Mobile Web, Mobile App How are your teams using these tools. • Tools alone cannot guarantee 0% Fraud • Set Benchmarks and create best practice
- 10. Fraud 10 Ads.txt Project Authorised Digital Sellers • Publishers drop a txt file on their servers that lists authorised sellers of their inventory • The file lists partners by name and includes the Publisher Account ID • Buyers see this ID in their Bid Request • Prevents a buyer bidding on inventory that comes from inventory not approved by the Publisher
- 11. Brand Safety 11
- 12. Brand Safety Best Practice 12 Brand Specific Requirements •Keywords •Content •Exclusions Deployment •Automation •Whitelists •Blacklists •Reporting •Analysis and Actions •Take Down Policy Industry and Compliance •IWL (City of London Police) •DTSG (UK) •TAG (US) •Brand Safety Policy
- 13. Initiatives supporting and driving change in Digital 13
- 14. Geisla de Souza Head of Display. EMEA Thank you
Editor's Notes
- Programmatic Spends are continuing to grow. IAB / PWC predict that 2019 up to 90% of all U.K. digital advertising will be bought programmatically. The Industry still sees this as a medium that creates efficiencies in the marketplace and eco system Video and Mobile are driving the growth of spends. The formats are simpler and easier to trade, they do not have the legacy issues Desktop is inherent with
- 2 of the most influential Global CMOs Marc Pritchard & Keith Weed P&G = $2.4BN Marketing Budget Unilever = $8BN Marketing Budgets Around $10BN combined marketing budgets However both are asking for changes in the digital marketing that are necessary for us as an industry to evolve into an era of digital transparency They are concerned about the poor standards adopted across the industry. That many players in the marketplace are marking their own homework! Five things necessary to usher in a new era of digital transparency: Adopt a single viewability standard, Implement third party verification Transparent agency contracts TAG-certified ad fraud prevention Ensuring brand safety With the amount of marketing dollars they manage at risk, the industry has to sit up and listen.
- What are they asking for…. Programmatic can be seen as a black box at times and a little Wild West However I’ve worked with industry leaders and large organisations that have created initiatives and best practice that are perhaps not as well known as they could be that provide the transparency in programmatic media buying So I want to share with you what you should be thinking about to ensure you are running programmatic
- Probably the meatiest subject to tackle first Something we saw Marc Pritchard asking for – ‘ Transparent Agency Contracts’. ISBA launched a Framework Media Services Contract in April 2016 having published a review in June 2017 Media Consultants such as MediaSense and Ebiquity support the initiative The contract is designed to help advertisers put in place tighter terms around Digital Measurement, Metrics and Standards, Ad Fraud & Brand Safety
- Think back to Keith Weed’s ask Stop talking about digital marketing—it’s about marketing in a connected world, in the digital world and we need to do much more integration,” Weed said. “I include that with the agencies that are still offering different agencies for different parts of marketing. We’ve got one consumer at the end of the day, we need to have one budget, one strategy and one execution What are Agencies doing to address more centralized planning, execution and reporting How is technology facilitating this. Our technologies to plan and execute are still quite segregated due to the way Media has evolved. We need to push vendors to create efficiencies. Those savings can then be passed on to Clients Secondly to this, if we are more efficient in our planning across all platforms, we improve the user journey and a customers perception of our medium.
- What are they asking for A unified metric for Viewability Currently MRC states Desktop: 50% of the ad in view for 1 second, this is viewable Video: 50% of the ad in view for 2 second, this is viewable However, large agency groups such as Group M have gone to market stating that an ad that cannot be seen, has no value GroupM are now asking for Desktop = 100% of pixels in view for at least one second Video = 100% of pixels in view for at least one second at least 50% completed Next slide addresses some of what one council has tried to achieve, however, will we see more changes over the next 12 months given how large agency groups have now set high benchmarks
- Viewability and Fraud Several vendors in the market providing Brand Safety / Viewabilily and Fraud Monitoring Tools Using an accredited supplier is good, but look for the full suite of accreditations and functionality Learn about the subject matter and know the technology you use inside out Will they block full domains or user level fraud for example Have a process in place managing viewability and fraud. Ensure it is a quality metric you measure your teams on and have them accountable for measuring and monitoring Technology What are teams doing How are they using these tools Manage suppliers, remove low in view, high fraud suppliers Opportunity to ask suppliers to send high in view packages only Improve the quality of supply
- A project from the IAB Tech Lab As well as using an accredited technologies to manage and monitor fraud, the Industry has recently launched the ads.txt project Publishers can add a piece of txt to their site listing approved sellers of their inventory, thus preventing a bid on inventory from an unapproved seller of that inventory Not a silver bullet, but a further initiative by the industry to remove fraud from the supply chain Apparently easy to implement Publishers are still implementing and we are still to see an uptake across publishers. However it is recommended and buying agencies are starting to see this as a way to improve quality in the media they buy For example, Digitas went to market stating they would only buy from publisher that had implemented ads.txt, so we may start to see an increase as buyer begin to understand this more.
- What is brand safe for one client may not be brand safe to another! Planning and executing programmatic campaigns, it is essential never to assume what is important to one client will apply to another. For Clients, never assume those executing fully understand what is important to your brand Communicate what you consider Brand Safe. Build out Brand Safety Guidelines for your partners so it is clear and documented. What keywords, content, sites do you not want to be associated with..
- Ask what tools and processes are in place to manage Brand Safety and what reporting can you see through out the campaign lifetime. The objective is to reduce the risk of ad misplacement. When working with partners, ask about their ‘take down’ policy. Every programmatic team should have one. What compliance are they following such as DTSG… How people deal with problems is often key to how you will work with them again in the future Those executing should be using technology to automate the process, however it is a case of how human interactions drive the technology, therefore important it has been explained how this will work.
- Programmatic has had some bad press recently If we think back to the areas key CMOs asked the industry to improve, I want to leave you with a reminder of just some of the bodies and initiatives out there supporting and driving change