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#agilitytour
What’s Your Cost Per Impression (Really)
Telling You? Presented by Raymond Sandy Kartopawiro
Sr. Marke7ng Intelligence Consultant, Internet Advantage
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Introduc@on
2
Business consultant @ Comscore 6+ years digital experience
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Main Topic
Key Ques:on What’s your cost per impression really telling you?
• Brand safe? • % viewable? • % hiDng target?
• % non human ?
How can publishers and adver:ser get more business value out of display metrics?
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Agenda
• What have we learned so far?
• How can transparceny create more business value?
• What are the benefits for your data management plaGorm?
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WHAT HAVE WE LEARNED SO FAR? YOU DON’T WANT TO MISS IT
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What Have We Learned So Far?
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What Have We Learned So Far?
Why? • No significant correla7on between clicks and sales liL • Despite very low CTRs display ads are able to liL key behavioral metrics • Site visita7on • Number of branded searches
• Online/Offline sales
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What Have We Learned So Far?
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What Have We Learned So Far?
Why? • 28% of Internet users in Europe delete their first party cookies an average of 4 7mes a month.
• 37% of Internet users in Europe delete their third party cookies an average of 6 7mes a month
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What Have We Learned So Far?
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HOW CAN TRANSPARCENY CREATE MORE BUSINESS VALUE? YOU REALLY DON’T WANT TO MISS IT
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How Can Transparency Create More Business Value?
Going beyond viewability
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How Can Transparency Create More Business Value?
• How ad valida7on leads to in flight analysis.
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How Can Transparency Create More Business Value?
• Result of ad valida7on
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How Can Transparency Create More Business Value?
Going beyond viewability Mone7ze on ad dura7on
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How Can Transparency Create More Business Value?
38% 62%
Source:h]ps://www.exchangewire.com/blog/2015/10/15/uk-‐ad-‐spend-‐growth-‐forecast-‐cut-‐to-‐3-‐7-‐ad-‐viewability-‐in-‐uk-‐rises-‐above-‐50/
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How Can Transparency Create More Business Value?
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Comscore gives the Danish Publisher the ability to calculate and charge on screen :me by the second!
How Can Transparency Create More Business Value?
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Content effec:veness Cookie segmenta:on
How Can Transparency Create More Business Value?
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How Can Transparency Create More Business Value?
Benefits of mone:zing ad dura:on • Transparent business model towards adver7sers
• More marketable premium inventory
• Buy inventory based on minimum ad exposure
• Retarget users based on minimum ad exposure