Ensuing quality and brand protection from your advertising, Duncan Trigg, CEO, Project Sunblock Presented at MediaSense's #realtimerev event in London, May 2014 www.media-sense.com

1. ARE ADVERTISERS READY FOR THE
REAL-TIME REVOLUTION?
HOW REAL-TIME ADVERTISING IS CHANGING MEDIA
#REALTIMEREV

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www.projectsunblock.com

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So why are so many ads appearing against inappropriate content?
RTB, behavioural targeting:
• Maximum reach to target users
• Cheaper and maximises reach
• Loss of control of where your
add actually appears
Now……
Buying against editorial:
• Full transparency of environment
• Wastage to wrong audience
• Hard to achieve maximum reach
• Expensive…
Then……

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Brands are blind to where their advertising is appearing
Based on research conducted with 268 snr marketing decision makers (50-500 people UK businesses)
** negative placements account for at least 1% of all ad imps bought in the UK

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Non human, non viewed and inappropriate
content is material in its impact…
Fraud….
IAB estimates at least 33% of traffic is non human and many
other sources quote an even higher percentage!
Viewability….
At Project Sunblock, analysis of all campaigns we have run on
RTB traffic shows just over 39.7% of adverts are viewed by the
user.
Brand safety….
Blocked inventory that contravenes what our clients have paid
for, or stated they do not wish to appear against, further
exacerbates this figure
The scale of the challenge…….

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Illegal content
Software
piracy/spam
Race hate Pornography Nudity Social mediaPolitics News events
What our clients block……..

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IAB/ABC Valid Browsers: We check the
validity of the browser against these
lists by checking the user agent.
IAB/ABC Spiders and bots: list of all
known spiders and bots, including
offending user agent strings
ABC IP exclusion list: Blocks known
fraudulent IP addresses, based on
previous behaviour.
User agents: Analysing and blocking
against user agents showing patterns of
potential fraud can also be very useful
indicators of suspicious behaviour
Time stamp: Analysing and blocking
against user agents showing patterns of
potential fraud can also be very useful
indicators of suspicious behaviour
Infringing Website list: We work closely
with the Police, blocking all IWL sites on
all campaigns, serving police creative onto
these sites
Category filters: We categorise billions of pages in milliseconds. 68 categories inc
spam, malware and other computer crime categories. Often used to add
suspicious sites to blacklists by clients
Viewability: Usage of average viewability data can be very powerful. High levels
of delivery on unseen or <1sec dwell time can strongly indicate fraud
Detecting and blocking Fraud……..

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• UI designed to be self serviced or
managed
• Admin log in can invite either admin
access or client to view reports
• Simple to set rules, target benchmarks
and traffic
• Can either monitor or actively block
• We work both with agencies, publishers
and client direct - led by individual
advertisers requirements
Campaign Setup and reporting

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Setting rules to your campaign
delivery.
1. Country
2. Device type e.g. mobile devices
3. Domains
4. Categories
5. User Agent (bots and spiders)
6. Wordlists
7. IP Addresses
Create lists for one or all these
filters.
Filters can be applied individually
to campaigns or set as default and
applied automatically to all
campaigns.
Filter sets

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Utilising a unique relationship
with IBM, we have by far the
largest categorised database of
URLs, capable of filtering against
68 individual categories, at page
level.
Categories can be either
whitelisted or blacklisted.
Filter sets

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What information we offer on viewed impressions:
1. Impressions served versus viewed
- Number and %
- Overview and by domain
- % in view port when page loads
2. Average duration of viewing time
- Supplier and Domain
- Average duration in seconds by domain
One click report generation in excel
Ability to send static link on to suppliers or internally
What we measure - Viewability

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• There is no reason why inappropriate placements should continue to be an issue………
• Content verification allows you to reach only target audiences you wish, with all the flexibility
and advantages that programmatic buying provides, whilst winning back the control of the
environment ads appear against.
• Reducing inappropriate and wasted impressions, means content verification more than pays
for itself, whilst providing peace of mind and deep marketing analytics

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