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Trouble in displaytown
Youri HarmsenKathryn Schlieben
20 November 2014
About AdLantic
● Online display specialist ****largest independent Dutch tradingdesk ***
● Founded in 2005, more than 30 employees
● In-house technology
● Page-Ad: Programmatic high impact ads
● Member IAB Taskforce Viewability
What happened?
What is a viewable impression?
A minimum of 50 percent of pixels in view for a minimum of
1 second
How can we measure viewability?
● Different vendors available
● Media Rating Council accredited several vendors:● RealVu● comScore● DoubleVerify● Google Active View● Integral Ad Science● Alenty● Sizmek● Moat● WebSpectator for Publishers● Glam Media● AdYapper● Yahoo APT● Chartbeat
Facts
Source: comScore vCE Benchmarks, Q2 2014, U.S
Why are not all ads visible?
● <1 Sec in view
● Below the fold
● Bots, spiders and crawlers -> Non-human and non-fraud
● Fraud
https://www.youtube.com/watch?v=ZAcRnD-ltzU
Why is this happening?
● Criminals own several websites with ad positions
● With the use of malware they can simulate thousands of impressions and/or clicks =
What is AdLantic doing about it?
● High impact advertising: Viewability rates up to 90%
● Trusted domains
● Pre bid fraud detection
● Placement optimization
Placement optimization
● Banner campaign DSP Run of Network
● Before:
Placement optimization
● After:
120x600 160x600 300x250 336x280 728x900.00
10.00
20.00
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Viewability %
Viewability % after placement optimization
Viewabilty % after placement optimization and pre-bid fraud detec-tion
