RTB Update 28. januar 2015 - Guido fambach, comScore
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The document summarizes comScore's solutions for trust and transparency in digital advertising, including viewability, brand safety, verification, and ad fraud prevention. It discusses how comScore addresses issues like non-human traffic, targeting accuracy, and viewability rates. The presentation provides data on global viewability and targeting benchmarks and explains why 100% rates are not realistic due to factors like users leaving pages early or cookies not accurately reflecting the person viewing an ad.
RTB Update 28. januar 2015 - Guido fambach, comScore
- 1. 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 gfambach@comScore.com
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- 11. © comScore, Inc. Proprietary. 11 “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.”
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- 13. © comScore, Inc. Proprietary. 13 The 4 C’s: Trust & transparency between price & quality Colour Clarity Cut Carat
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- 16. © 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
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- 21. © comScore, Inc. Proprietary. 21 To drive the growth of brand advertising online Making Measurement Make Sense Initiative (3MS) US Standards: Making Measurement Make Sense
- 22. © comScore, Inc. Proprietary. 22 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
- 23. © comScore, Inc. Proprietary. 23 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
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- 25. © comScore, Inc. Proprietary. 25 The 4 keys: Trust & Transparency in Digital Ads In-view Non-Human Traffic Brand SafetyTarget Audience
- 26. © comScore, Inc. Proprietary. 26 $- $4,00 $8,00 $12,00 $16,00 $20,00 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CPMPrice 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
- 27. © comScore, Inc. Proprietary. 27 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
- 28. © comScore, Inc. Proprietary. 28 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.
- 29. © 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
- 30. © comScore, Inc. Proprietary. 30 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
- 31. © comScore, Inc. Proprietary. 31 52% France 49% Italy 45% Spain 41% UK comScore in-target benchmarks 31© comScore, Inc. Proprietary. 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.
- 32. © comScore, Inc. Proprietary. 32 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
- 33. © comScore, Inc. Proprietary. 33 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 33© comScore, Inc. Proprietary. Advertising needs to reach actual humans
- 34. © comScore, Inc. Proprietary. 34 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:
- 35. © comScore, Inc. Proprietary. 35 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
- 36. © comScore, Inc. Proprietary. 36 comScore makes audiences and advertising more valuable
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- 43. © comScore, Inc. Proprietary. 43 Want to learn more about the market issues driving change? Just leave your details with us! § Receive our brand new Industry Benchmarks § Get our latest Whitepaper on Lessons Learned in Digital Advertising
- 44. 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 gfambach@comScore.com