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George Ivie's presentation at our MIXX conference on March 20, 2014.
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Attacking Measurement Angst (An MRC Update)
Prepared for: IAB CA MIXX March 20, 2014
Agenda n Brief MRC Background n MRC Intersection with 3MS n Three New (Interesting) Areas:
n Discuss Standards and Audits n Ad Verification and Viewable Impressions n Mobile Web and In-App n Cross-Media GRPs
n On the Horizon
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The Media Rating Council: Background n Created as a Non-Profit Industry Association in the early
1960s called the “Broadcast Rating Council” n Formed by the U.S. media industry in response to a series of
Congressional hearings on industry business practices
n We Administer a Voluntary Process for Measurement Services to Apply for Our Accreditation
n Audits are Conducted by Independent CPA Firms that are Retained by MRC
n MRC’s Minimum Standards for Media Rating Research, supplemented by relevant industry-specific measurement guidance, serves as primary assessment criteria
MRC Mission Statement n To secure for the media industry and related
users audience measurement services that are valid, reliable and effective; we do this by:
n Setting Standards; and n Conducting Audits to Verify Compliance with
Standards.
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The Media Rating Council: Today n MRC Currently Has Approximately 145 Member
Organizations, Representing Range of Constituencies in the Media Buy/Sell Ecosystem.
n MRC Oversees Approximately 100 Research Product Audits Annually n In Digital, Television, Radio, Print, and Out of Home Media n Accreditation Process is Confidential
n MRC Has Adopted a More Proactive Orientation Toward Standards Setting n Extensive Involvement with 3MS Initiative, Others
n Auditing Internationally (12 Countries) n Formal International Committee
How is MRC relevant to Canada? n Standards
n Very often adopted outside the US n Audits
n We influence measurement service practices n Many of these organizations are global, and if pushed, will
adopt desirable quality practices across countries n Growing focus of multi-national advertisers
n MRC International Committee n Populated with multi-national organizations n Focus: Audits outside the US, when requested
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Sample of Key Issues -- Traditional
n New Technology Challenges n Sample Frame or Measurement Coverage
n For example, CPO Persons n Data Collection Quality, Completeness n Response Rates
n Incentives n Targeting
n Sample Distribution n Sample Sizes/Reliability n Race/Ethnic/Young Representation n Accuracy of Universe Estimate Data n Editing Quality n Ascription
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• Users vs. Computers • Cookie Deletion
• Sufficiency of Client Side Counting • Auto-Refresh, Non-Human Traffic
• Internal Traffic • In-Session Gaps
• New Types of Usage, WAP/Mobile, etc. • International Traffic
• Cross Domain I-Frames • Viewability
Ad-Centric or Site-Centric
(Census)
• Panel Representation • Meter Coverage
• Capturing All Access Locations • Metering All Computers of Panelists
• Initial Demo Data Collection • User In-Session Identification • Sample Sizes, Standard Errors
• Non-Response Levels
User-Centric (Panel)
• Internal Controls • Data Integration Methods
• Editing, Calibration, Weighting • Transparent Methodology
Common and Hybrid
Sample of Key Issues – New Media
MRC’s Role in Advancing 3MS’s Five-Pillar Solution
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Interesting New Stuff Standards… Auditing…
-- Ad Verification and Viewable Impressions -- Mobile Web and In-App Measurement -- Cross Media GRPs
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Ad Verification Standards: n Ad Verification Services (complete)
n How to On-Board and Initiate Services n 5 Major Service Lines – Specific Requirements
n Site Context, Geo-Targeting, Ad Placement, Competitive Separation and Fraud Detection
n Buyer and Seller Communication Re: Issues n Methods Disclosures n Projecting Results of Campaigns
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Ad Verification Audits: n Accredited: comScore vCE Validation,
DoubleVerify, Integral Ad Science
Others in process
The Need for Viewable Impressions: n Urgently needed as the foundation to move an
entire set of measurement priorities forward n Build Trust – Did I get what I paid for? n Improve ROI Calculations n Improve Comparability with other Electronic Media
Beyond the measurement details, viewable impressions should enhance value of digital advertising to brand marketers
Viewable Impression Methods n Geometric Triangulation
n Using Known Points on the Page to Derive Position of Ad Relative to Viewable Browser Window
n Cross Domain I-Frames an Issue
n Tracking Browser Attributes n Related to Rendering or “Painting” Ad
n Combination Methods
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Viewable Impressions Standards: n Viewable Impression Requirements – 50% Pixels and 1
Second for Display; 50% and 2 Seconds for Video n Granularity; 100ms for Display; 200ms for Video n First Pixel then Time n Account for Tab Focus n Eliminate Non-Rendered Served Impressions n Special Provision made for Larger Format Ads n Disclosures:
n Viewable n Not Viewable n Undetermined (Caution – This Needs Work!) n Various Metrics/Ratios
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Viewable Impressions Audits: n Accredited Display – Alenty, comScore vCE
Validation, DoubleVerify, Glam Media, Google ActiveView, Integral Ad Science, Sizmek, Moat, Spider.io (recently acquired by Google), RealVu and WebSpectator for Publishers
n Accredited Video (certain metrics) – Tremor and Moat
Many more in process, especially for video. Accredited vendors participating in reconciliation process.
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Mobile Web and In-App Measurement Standards: n Mobile Web (complete)
n Client Side Counting n Recognizes Viewable Impression, Not
Mandated Yet n Filtration n Cache Busting n Internal Traffic n Disclosure Requirements
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Mobile Web and In-App Measurement Standards: n In-App Ad Measurement (complete)
n Definitions n Qualifying the Universe n Download, Open, Usage Controls n On-line versus Off-line Use n Recognition of SDK Environment; Necessary
Controls n Unique Devices and User Measurement n Segregation of Ad Content Types
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Mobile Web and In-App Measurement Audits: n Accredited: Apple iAds (only In-App),
Freewheel, ADTECH (only Mobile Web) and Medialets
Others in process
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Digital and Cross-Media GRPs Standards: n Two Components
n Digital GRPs n Cross-Media GRPs
n Initial Thoughts Provided to Industry Vetting Group n Expanding Vetting Group to Broader Practitioner
Set n Version 1 Being Prepared n Several Months to Completion
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Digital and Cross-Media GRPs Standards: n Expected Content
n Ads as Measurement Focus n Calculation Methods n Disclosure Requirement n Audience Attribution Methods Described
n Valid Method n Ascription Rates n Other Adjustments
n Segregation of Creative Genres n Duration Capture
Digital and Cross-Media GRPs n A Challenging Area…
n Work forthcoming in digital n Viewable impressions n Audience attribution, across granular campaigns
n Extensive work necessary in other media n Improve/develop ad-focused measurement n Improve granularity of measurement n Deal with non-electronic measurement
instruments
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Digital and Cross-Media GRPs Audits: n Nielsen OCR, XCR
n OCR Accredited n Viewability (through partner, IAS) Not Accredited Yet n Removed child estimates, pending improvement
n XCR Audited, Not Accredited Yet n comScore vCE
n Validation Module Accredited n Audience Module Audited, Not Accredited Yet; Awaiting V.2
n Google Active GRP n Recently Initiated the Audit Process
Next Steps – Viewable Impressions
n Guidelines n Public comment draft – Imminent n Finalization process thereafter
n Reconciliation n Complete Work – Cross-vendor tagged campaigns to prove
theories; react to any new learning n Disclose vendors as they adopt reconciliation guidance
n Likely Advisory Outcomes n Remove display advisory at March 31, 2014; video still a bit in
flux, leaning towards extending a gating period to June 30, 2014
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Next Steps – Beyond Viewable
n Digital GRPs & Cross-Media GRPs n Modernization/Strengthening NHT Detection Guidelines
n Stronger filtration, downstream partner assessments, bot-nets, “created” traffic, enhanced non-human agent capabilities, encryption and other hijacking controls, etc.
n A Balance: Requiring stronger practices without disclosing specifics
n Separate Audits? Help with sizing the issue. n Mobile Viewable Impressions n Others Projects:
n Audio Streaming, Ad Effectiveness, Social, DPB
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