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Interact 2015, Niall Hogan - Integral Ad Science
This document discusses the ongoing issue of brands having their ads displayed on inappropriate websites, despite efforts to monitor ad quality and targeting. It notes that a recent report found ads from 14 major brands on websites with illegal or unsuitable content. The document advocates that brands consider overall media quality, not just fraud or viewability, to avoid being caught in future ad placement scandals. It argues that media quality encompasses many factors like share of voice, page share, and ad environment beyond just viewability or fraud.
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Interact 2015, Niall Hogan - Integral Ad Science
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- 3. HOW BIG IS THE PROBLEM?
- 4. Q1 2015 MEDIA QUALITY REPORT – GLOBAL 4
- 5. Q1 2015 MEDIA QUALITY REPORT – UK 5
- 6. Q1 2015 MEDIA QUALITY REPORT – GERMANY 6
- 7. Q1 2015 MEDIA QUALITY REPORT – FRANCE 7
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- 15. • Fraud – improved TRENDS IDENTIFIED 15 • Brand Safety – worsened
- 16. IT’S ABOUT OVERALL MEDIA QUALITY!
- 17. WHAT IF YOU ONLY TARGET AD FRAUD?
- 18. SERVE ADS TO HUMANS THAT ARE NEVER IN VIEW AD 18
- 19. SERVE ADS TO HUMANS BUT ON INAPPROPRIATE SITES 19
- 20. WHAT IF YOU ONLY TARGET VIEWABILITY?
- 21. SERVE ADS TO BOTS 21
- 22. ….Big brands adverWsing on "paedo and incest websites", according to a report in The Sun, leading to quesWons about the efficacy of the media monitoring and targeWng technology they are using. ADS IN-‐VIEW BUT ON INAPPROPRIATE SITES Big Brand ‘Sleaze Blunders': AdverWsers are SWll Gehng Caught Out on Brand Safety Where's Your Name Been? Brand Safety Now Top Priority Following 'Paedo' Site Revelations More ad misplacement woes Big Brands ‘Appearing On Sleazy Website Ads’ …the exposé names 14 well-‐known brands as appearing on websites featuring inappropriate or illegal content. 22
- 23. OTHER MEDIA QUALITY FACTORS?
- 24. 24 DO YOU HAVE SHARE OF VOICE? AD
- 25. 25 ARE YOU BUYING ALL THE ADS ON THE PAGE?
- 26. WHAT CONCLUSION DO WE COME TO?
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- 28. THANK YOU! Niall Hogan -‐ UK Managing Director niall@integralads.com