RTB Update 28. januar 2015 - Guido fambach, comScore

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

Powering Trust in Programmatic Viewability, Brand Safety, Verification and Ad Fraud

Guido Fambach Managing Director Sales, N-EMEA

comScore

[email protected]

© comScore, Inc. Proprietary. 2










“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.”



The 4 C’s: Trust & transparency between price & quality

Colour Clarity

Cut Carat



© comScore, Inc. Proprietary.

… 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



© comScore, Inc. Proprietary. 30/01/15

© comScore, Inc. Proprietary. 30/01/15


To drive the growth of brand advertising online

Making Measurement Make Sense Initiative (3MS)

US Standards: Making Measurement Make Sense


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


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



The 4 keys: Trust & Transparency in Digital Ads

In-view Non-Human Traffic

Brand Safety Target Audience


$-

$4,00

$8,00

$12,00

$16,00

$20,00

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CPM

Pric

e

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


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


51% Spain

50% Italy

41% France

38% UK

28 © comScore, Inc. Proprietary.

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.

© comScore, Inc. Proprietary. 29 © comScore, Inc. Proprietary.

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


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


52% France

49% Italy

45% Spain

41% UK

comScore in-target 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.


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


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


Advertising needs to reach actual humans


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:


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


comScore makes audiences and advertising more valuable








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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

www.comscore.com @comScoreEMEA www.linkedin.com/company/comscore www.facebook.com/comscoreinc

Thank you Guido Fambach [email protected]

Date post:	15-Jul-2015
Category:	Marketing
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RTB Update 28. januar 2015 - Guido fambach, comScore

Marketing