The document discusses the AGOF's role in establishing standards for measuring digital advertising in Germany. It outlines AGOF's objectives, members, and services including providing unique user profiles and reach values across devices. The document also introduces AGOF's new "digital facts" study which will provide overlap-free reach and usage data across stationary and mobile internet in an integrated manner. Additionally, it describes AGOF's "ExPost" service which enables measurement of advertising campaigns and delivery of data in real time. Finally, the document discusses AGOF's plans to continuously develop solutions to map the digital advertising landscape.

1. Björn Kaspring, AGOF, interact 2015, Berlin
The Digital Currency 4.0

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Objectives of AGOF
Studies by AGOF have been the currency standard for the
German digital advertising market for more than ten years.
Services and Innovations
● Standardised reach values for
digital media
● Regular publishing of current
data for media planning
● Continuous adaptation of the
studies on market requirements
● Supply of software, services
and professional trainings

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Nineteen Members of AGOF
Status: January 2015

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German Standard: The Unique User
Profiles of Real People
● The AGOF calculates how many people have used
a digital offer (net reach) by means of its award-
winning Three Pillar Model.
● Unique users are real people whose online
usage is mapped in an anonymised manner.
● The AGOF provides a detailed profile for each
unique user (sociodemographics, interests,
technical equipment, etc.).
The unique user is the reach currency for digital media in
Germany that has been established by the AGOF.

5. Digital Reality:
Real-Time Multichannel Advertising

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Everyday Digital Advertising
Cross-Device
● Advertising is more and more planned and
delivered independent of devices.
● Besides PC, laptop and smartphone, new
channels and screens are entering the
market: Smart TV, smart watches, DOOH etc.
Real-Time Advertising
● The German advertising industry increasingly
relies on data-driven purchasing models.
● FOMA forecast: In 2016, RTA's share of
online display spending will be 29%.

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Multichannel Advertising
Modern Marketing
● Media planners need overlap-free
net reach figures for all digital
channels.
● In order to sell ads on new
devices like smart TVs, smart
watches and digital screens, the
market needs information about
reach and structural data.
In order to successfully distribute advertising messages,
companies increasingly rely on multichannel strategies.

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Technical Clue: SZMnG
New Generation Measurement
● The SZMnG captures the IP-based usage
independent of the end-user device.
● For each client, it delivers information such as
type of device, operating system or browser
and is also capable of mapping usage time.
● All digital media are measured uniformly and
collected into one single data pool.
All AGOF studies are based on a technologically complete survey.
The intelligent SZMnG tag is vital for Digital Measurement 4.0.

9. Solutions by AGOF:
digital facts and ExPost figures

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The New AGOF Study: digital facts
Not a futuristic vision but an imminent AGOF standard:
Overlap-free mapping of IP-based platforms.

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digital facts: Launch in Summer 2015
In the first step, stationary and mobile Internet usage
are shown in a joint study.
Overlap-Free Advertising Carriers
● Provision of overlap-free data on offer
and marketer level for stationary and
mobile advertising carriers (incl. apps).
● Net reach, contacts (PIs), structural
data and sociodemographic information.
● Also data for individual channels
(stationary Internet and mobile
Internet).

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Campaigns and Ads: ExPost
Planning and Control Of Campaigns
● ExPost measurement of campaigns and advertising
media: net reach, contacts and sociodemographics.
● Delivery of measurement tags with the advertising
medium and processing in the AGOF system.
● Enrichment of measurement with additional data.
● Data delivery already available during running time
of the campaign.
As of 2015 for the first time, AGOF makes data available to
agencies and advertising clients for campaign control.

13. Solutions by AGOF:
Plans and Perspectives

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Integration of Smart TV
New Digital Platforms
● Initial tests with smart TV are ongoing and
prove that expansions are not just possible
in theory.
● The Smart TV Pilot Group develops technical
refinements for all relevant platforms.
● The requirements for the usage measurement of
connected cars are currently being investigated.
In principle, the „digital facts“ can be expanded infinitely.
Smart TV can also be integrated into the study model.

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High-Speed Data
Basis: Technology and Methodology
● High-performance computers and new
algorithms for high-speed data linking
● Data mining and profiling are already part
of the AGOF model and will be integrated
to an even greater extent in the future.
● Long-term objective: valid data also for
real-time advertising
The AGOF continues to develop its study models
and works on new, data-driven solutions.

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Digital Measurement 4.0
Updated daily
Valid
Comparable
Transparent
Flexible and
expandable
This applies equally to...
...advertising carriers
...advertising media and campaigns
...planning and optimisation
...all IP-based end-user devices
Future-proof data measurement requires the following
features to map digital reality for today and tomorrow:

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Partnership for Market Standard
Requirements for Success
● All players of the digital advertising industry
must agree to a standardised data basis.
● The measurement must be methodically
accurate and provide valid performance
values.
● KPIs, conventions and expansions are jointly
agreed upon.
● No proprietary interests.
The most important premise to permanently establish
a currency is consensus among all market partners

18. The Intention: A Future-Proof Industrial
Standard for the Digital Media Market