The document summarizes comScore's solutions for trust and transparency in digital advertising, including viewability, brand safety, verification, and ad fraud prevention. It discusses how comScore addresses issues like non-human traffic, targeting accuracy, and viewability rates. The presentation provides data on global viewability and targeting benchmarks and explains why 100% rates are not realistic due to factors like users leaving pages early or cookies not accurately reflecting the person viewing an ad.

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Powering Trust in Programmatic
Viewability, Brand Safety, Verification and Ad Fraud
Guido Fambach
Managing Director Sales, N-EMEA
comScore
gfambach@comScore.com

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“Ask about color, clarity, and cutting — for these
determine a diamond’s quality, contribute to its
beauty and value. Choose a fine stone, and you’ll
always be proud of it, no matter what its size.”

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The 4 C’s: Trust & transparency between price & quality
Colour Clarity
Cut Carat

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… price is regulated by the proportion between the
quantity brought to market, and the demand of
those who are willing to pay…
- Adam Smith
‘The Wealth of Nations’, 1776

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30/01/15

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To drive the growth of brand advertising online
Making Measurement Make Sense Initiative (3MS)
US Standards: Making Measurement Make Sense

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Digital ecosystem disjointed from itself & brand media
COMPETITOR
INTELLIGENCE
MEDIA &
AUDIENCE
EVALUATION
CAMPAIGN
PLANNING
MEDIA
TRADING
CAMPAIGN
EVALUATION
PURCHASE
FUNNEL
PLANNING ON PEOPLE
TRADING ON SERVED IMPRESSIONS,
CLICK-THRU-RATES , COOKIES

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COMPETITOR
INTELLIGENCE
MEDIA &
AUDIENCE
EVALUATION
CAMPAIGN
PLANNING
MEDIA
TRADING
CAMPAIGN
EVALUATION
PURCHASE
FUNNEL
Enable brand advertising - aligning digital with other media
+ VALID, BRAND-SAFE, VIEWABLE, MULTI-PLATFORM IMPRESSIONS
PLANNING AND TRADING ON PEOPLE

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The 4 keys: Trust & Transparency in Digital Ads
In-view Non-Human Traffic
Brand SafetyTarget Audience

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$-
$4,00
$8,00
$12,00
$16,00
$20,00
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
CPMPrice
Average In-View Rate
Low Correlation of In-View Rates to CPMs
A market lacking transparency
Viewability measurement can help better align price and value
26© comScore, Inc. Proprietary.Source: comScore Custom Analysis, U.S., Q2 2014

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In-view: why 100% isn’t realistic
User leaves page
before 1 second
Non-human traffic drives
up impression counts,
when a person never
actually saw the ad
User’s browser isn’t
on full-screen setting

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51%
Spain
50%
Italy
41%
France
38%
UK
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comScore in-view benchmarks
Source: comScore vCE Benchmarks, Q2 2014.
The global vCE norms database comprises data from more than 200 billion impressions over the course of a 21-month rolling period.

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Source: comScore vCE, 2012-2013, Global.
Premium is defined by Ad Metrix as having an average CPM above USD $5.00 and an average monthly ad revenue of $100,000.
% Ads Viewable by Placement Type
Viewability rates vary by publisher and placement

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In-target: why 100% isn’t realistic
Demographic data
becomes outdated
Not all registration
data is accurate
More than half of
computers are shared,
so cookies can show
ads to the wrong person
Some targeting infers
demography based on
content consumption

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52%
France
49%
Italy
45%
Spain
41%
UK
comScore in-target benchmarks
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Source: comScore vCE Benchmarks, Q2 2014.
The global vCE norms database comprises data from more than 200 billion impressions over the course of a 21-month rolling period.

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Non-Human Traffic
Adware
traffic
Bot
nets
Content
scrapers
NHT
Outlier
activity
And many more…
Spiders
Ad
stacking
Pay per
view
networks
Hijacked
device
Cloud
services
Click
farms

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Non-Human Traffic can:
Decrease viewability rates
Dilute site audiences
Increase impression counts
Create mistrust in digital
Triple Detection
Technology
comScore defines non-human traffic as traffic to a website that is generated – either intentionally or unintentionally – by non-human sources.
Ad Tags
Site Beacons
Human Panel
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Advertising needs to reach actual humans

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A served ad
impression has been
validated
A target audience
has been
reached
Online advertising
is
working
Trusted independent data is needed to reveal when:

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What’s Truly Needed for Trust? 9 Core Requirements
1. Inventory is actually coming from where it says it coming from
2. Quality can be vetted before purchase
3. There’s transparency, yet bulk remnant inventory can still be sold
4. Multiple criteria can be used in evaluating quality
5. Evaluation is done at the level of the purchase
6. Automated buying quality measures align with manual buying quality processes
7. Pre and post buy evaluations are aligned to assess success
8. Works for the platforms and formats you use
9. Evaluation of quality is neutral, not judged by the inventory distributor or seller

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comScore makes audiences and advertising more valuable

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Lessons Learned in Digital Advertising

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Thank you
Guido Fambach
gfambach@comScore.com