Nestor Islava, Adsmovil FELIPE KOPAITIC Regional Mobile Lead Mediabrands ESTEBAN RENAUD Head of Cadreon Mexico Cadreon

3. LA IMPÍA TRINIDAD DE LA PUBLICIDAD
DIGITAL

4. LA IMPÍA TRINIDAD
VIEWABILITY BRAND SAFETY AD FRAUD

5. VIEWABILITY

6. + VIEWABILITY NO SIGNIGICA + EFECTIVIDAD
*Source: Goodway Group: Applying Viewability Intelligently. Click to see report.
Validated by our buying teams on all key Latam countries.
0-10% 10-20% 20-30% 30-40% 40-50% 50-60% 60-70% 70-80% 80-90% 90-100%
vCPM by viewability decile
Less inventoryMore inventory

7. TIEMPO DE EXPOSICIÓN ES LO QUE IMPORTA
Source: Sizmek, 6.200 display banners, Mar 2016 – Mar 2017. Equivalent to 2.7B impressions. These are not individual
impressions but averages of all impressions of a banner on it´s lifetime (We cannot see individual impressions)
0
20
40
60
80
100
120
140
160
180
200
0 1000 2000 3000 4000 5000 6000
Average Viewability Dura on (Capped to 200¨ = 99.4% of impressions)

8. PERO CUÁNTO TIEMPO ES SUFICIENTE?
Exposure time
Impactonmetrics
Exposure time
Impactonmetrics
Exposure time
Impactonmetrics

9. ADEMÁS DE TIEMPO, SUPERFICIE EXHIBIDA
Source: Sizmek, 6.200 display banners, Mar 2016 – Mar 2017. Equivalent to 2.7B impressions. These are not individual
impressions but averages of all impressions of a banner on it´s lifetime (We cannot see individual impressions)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000
Average Viewable Surface Area

10. PORQUE SIEMPRE TENDREMOS¨VIEWABILITY LOOPHOLES¨
Pero en realidad es
jugar en la zona gris
Este anuncio va a
pasar el MRC
standard (51%
visible por +1¨)
SCROLL

11. BRAND
SAFETY

12. MALAS NOTICIAS, PALABROTAS Y GENTE EN BOLAS
Source: Sizmek, AR-BR-CL-CO-MX-PE-UY, 272M impressions through Q1 2017
36%
15%13%
11%
10%
5%
3%
3%
Share of Unsafe Impressions
Mul ple nega ve categories
Nega ve News
Profanity and Hate Speech
Mature
Crime
Death
Drugs
Accidents
War and Terror
Alcohol
Disasters
Firearms
Torrent
Controversial Subjects

13. MALAS NOTICIAS SON NUESTRO DÍA A DÍA

14. Y MUCHA GENTE EN BOLAS!

15. PERO NO ESTAMOS COMPRANDO EL BLOG DE ISIS
CASI 70% DE NUESTRO UNSAFE EN LATAM

16. AD FRAUD

17. EL FRAUDE ES MAYORITARIAMENTE BOTS
*Source: H1 2016 Integral Ad Science Media Quality Report. Slide 12 on Global capabilities deck. Click to see report.
* Moat_Analytics_Benchmarks_Q416_Global_display. Click to see report.
* comScore Blog, Brand Safety: Another Case for Increased Trust & Transparency in Digital Advertising. Click to see report.
30%
62%
8%
Where Ad Fraud is comming from
Ad Stacking
Ghost Sites
Zero Ads

18. SORRY MI AMIGO, PERO QUEDASTE #BLACKLISTED
CHOCOLATESTS.COM
CHOCOLATESTS.COM
Blacklisted
Blacklisted
Blacklisted Blacklisted
Blacklisted
Blacklisted
Blacklisted
Blacklisted
Blacklisted
Blacklisted
Blacklisted Blacklisted

19. LA IMPORTANCIA DE LOS BUENOS PARTNERS

20. LA HABILIDAD DE OPTIMIZAR ES LO QUE IMPORTA
Source: Sizmek, AR-BR-CL-CO-MX-PE-UY, +2B Impressions
63%
43%
Programmatic Direct
64
53
Programmatic Direct
8%
11%
Programmatic Direct
1.4%
1.6%
Programmatic Direct

21. QUÉ HACER

22. $4.6 B usd al año

23. AD FRAUD

24. www.dominio.com
www.dominio.co
AD FRAUD

25. AD FRAUD

26. Ad Verification
Ad Call
Real Time Data
Historical Data
Publisher
Decisión
Served Ad
Pass back
PRE-BID

27. POST-BID

28. BRAND SAFETY

29. BRAND SAFETY

30. BRAND SAFETY

31. • Siempre usar herramientas de verificación pre y post
bid.
• Optimizar con base al vCPM.
• Usar listas de exclusión y actualizarlas
constantemente.
• Evitar comprar en sitios con resultados demasiado
buenos para ser ciertos.
• Identificar lo que es seguro para cada marca.
CÓMO MAXIMIZAR RESULTADOS

32. RETOS DE LA INDUSTRIA MÓVIL