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© comScore, Inc. Proprietary.
www.comscore.com/NHT.
The Value of the Verified impression
Duncan Trigg : Vice President, Advertising Effectiveness
© comScore, Inc. Proprietary. 2
Loss of clarity of advertising environment over time…
THEN
• Site specific buys
• Indicative audience
• Clarity on where
advertising ran
• Wastage
NOW
• Audience &
behavioral targeting
• Very little wastage
• Ads can appear
anywhere
Verification provides impression level data on exactly
where advertising is actually served
© comScore, Inc. Proprietary. 3
What are the components of verification?
Brand safety Viewability Fraud detection Audience reach
Useful in isolation – only a real SOLUTION when combined
© comScore, Inc. Proprietary. 4
Accurate measurement of unduplicated
impressions that are:
viewable
in-geography
brand safe
human
in-target
This is the clean number of impressions with the
opportunity to have an impact on your audience
Validated inventory has to be the ultimate goal:
© comScore, Inc. Proprietary.
So what is a Verified Impression?
Could it have been seen
by human eyes
in a brand-safe environment?
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 6
Detecting Invalid Traffic…
© comScore, Inc. Proprietary. 7
IAB cites that 36% of online traffic is invalid
© comScore, Inc. Proprietary. 8
vCE goes beyond the basics by deploying advanced IVT
filtration to report MRC-accredited impressions
Using our unique Triple
Detection Technology,
comScore measures the
deepest, darkest places
of the web to catch the
most sophisticated
types of IVT.
ClickFarms
BotsData
CenterTraffic
IVT
Content scrapers
Spiders
Adstacking
Domain Laundering
BrowserHijacks
Cloud services
Adware traffic
© comScore, Inc. Proprietary.
Monetises the traffic
Reflects benchmarks and
quality inventory
User ActivityBot Activity – unseen by user
Creates an attractive
profile of the ‘user’
A Basic Bots Explained
3. Bot executes
instructions to
deliver ads
2. Bot builds an
attractive user
profile
1. User is infected
via an intermediary,
i.e. a link, download
on a host site
© comScore, Inc. Proprietary. 10
63,65%
90,34%
27,14%
9,49%9,21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
non-premium sites premium sites
>25%
5-25%
<5%
IVT Varies by Type of Site
% IVT
© comScore, Inc. Proprietary. 11
2-million-person global panel with
insight into human behavior
comScore Census Network™
recording 1.7 trillion interactions a month
Combined learnings from both assets
provide smarter filtration beyond ad
tags alone
INDIRECT DETECTION:
Giant comScore data sources identify hard-to-detect threats
Dedicated team of data scientists continuously update algorithms to capture the latest threats
Triple Detection Technology
Ad Tags
CensusTagsHumanPanel
© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 12
Domain Laundering
© comScore, Inc. Proprietary. 13
What does domain laundering look like?
What buyers think is happening
Media Buyer places an ad
Ad Exchange
Listing
Listing
www.premiumwebsite.com
PremiumWebsite.com
Ad #1
What is really happening
ShadyWebsite.com
Ad #1
Media Buyer places an ad
Ad Exchange
Listing
Listing
www.premiumwebsite.com
© comScore, Inc. Proprietary. 14comScore vCE Benchmarks, Q1 2015, Global
© comScore, Inc. Proprietary.
Discrepancies between
vendors…..
© comScore, Inc. Proprietary. 16
Viewability Discrepancies: What causes them?
Vendors methodology?
What is actually being measured?
• Sophisticated NHT detection and removal
before calculating?
• Multiple windows open?
• Out of viewport?
• Impression stacking, etc.
© comScore, Inc. Proprietary. 17
Why NHT Matters in Viewability Measurement
If an ad is served to a bot,
should it be counted
as viewable?
Vendors should extrapolate sophisticated NHT BEFORE they calculate viewability rates.
Failure to do so will result in active optimisation to NHT.
© comScore, Inc. Proprietary. 18
COMPARE reported viewability:
How NHT contaminates your viewability
The 74% viewability seems appealing, right? But it is an illusion.
© comScore, Inc. Proprietary. 19
Why NHT Matters in Audience Measurement
If a bot dresses up as your
target demographic, should it
be counted as in-target?
© comScore, Inc. Proprietary. 20
Consider the below example of a campaign trying to reach Human Females.
Out of 20 impressions delivered:
How NHT Contaminates Your Audiences
5 reach
Human Females
8 reach
Non-human Females
5 reach
Human Males
2 reach
Non-human Males
You’d expect your Human Female In-Target audience result to be 65%,
but in reality, it’s only 25%
© comScore, Inc. Proprietary. 21
A note on brand safety…
© comScore, Inc. Proprietary.
BOTS, illegal
content IP
fraud etc
Race hate Pornography Nudity Social mediaPolitics News events
Brand safety: What is harmful varies from client to client
© comScore, Inc. Proprietary. 23
Delivered impressions
Bid
Bid Bid
Joining the dots to achieve ‘Verified Inventory’
• Known Fraud prevention
• Average viewability rates
• Page context
• Key word capabilities
• Brand Safety
• Page Quality
PRE BID FILTERS
• Advanced Invalid Traffic Detection
• Real time blocking
• Actual view rates by impression
• Audience reached
DELIVERY VERIFICATION
Genuinely
Verified Inventory
© comScore, Inc. Proprietary. 24© comScore, Inc. Proprietary.
The Verified Impression – the quality in programmatic
No point in paying lip service – it can compound the problem
Know your vendors’ capabilities
Fully understand your inventory to maximise rates
Creating a ‘level playing field’ of data is key
Key Takeaways