digital ad fraud, viewability, ad blocking benchmarks for Q 2020; directly measured across a wide variety of campaigns and sites

1. November 2020 / Page 0marketing.scienceconsulting group, inc.
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Digital Ad Benchmarks
SIVT, Viewability, Ad Blocking, CPMs
November 2020
Augustine Fou, PhD.
acfou [at] mktsci.com
212. 203 .7239

2. November 2020 / Page 1marketing.scienceconsulting group, inc.
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FouAnalytics
Site
Analytics
Media
Analytics
“see fou yourself”
• alternative to Google Analytics
• secure, hardened against attack
• shows all details, no black box
• innovated w/ practitioners
• verify your own media/ads
• secure, hardened against attack
• shows details for decisioning
• recommended optimizations
for #publishers for #marketers

3. November 2020 / Page 2marketing.scienceconsulting group, inc.
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Q4 Media Analytics

4. November 2020 / Page 3marketing.scienceconsulting group, inc.
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FouAnalytics - Definitions
What each of the labels means
• Humans - 3 or more blue flags to confirm
• Some blue flags but not 3 or more
• Can’t label it either red or blue
• Tag was called, but no data was sent back (blocked)
• Tag was not called (not measurable)
• Bot – Search crawler
• Bot – Says its name honestly, (14,000 bot names)
• Some red flags, but not 3 or more
• Bots - 3 or more red flags to confirm
Data set is
• in-ad only
• pre-filtered for GIVT
• U.S. campaigns only
9% not “fully validatable”
4% confirmed humans

5. November 2020 / Page 4marketing.scienceconsulting group, inc.
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Buy “filtered” at the very least
Filtered vs not filtered campaigns – basic G-IVT filtering
1% IVT 25 - 40% IVT
NOT filteredFiltered

6. November 2020 / Page 5marketing.scienceconsulting group, inc.
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IVT Measurement NotesDirect measurement, disclosure of measurement limitations are necessary
• The numbers reported here should be considered FILTERED because the tag only
measures after the ads are served; every campaign has one or more fraud
detection/filtering vendor upstream from this measurement
• Reporting fraud by citing just GIVT / SIVT may be under-stating the overall rate of
fraud because there are other forms of cheating/fraud; note the disguised traffic,
fake device, and app fraud that may not be captured by other bot detection
• These numbers are examples from representative campaigns and should not
be extrapolated to the entire market

7. November 2020 / Page 6marketing.scienceconsulting group, inc.
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Display Ads - SIVT
Not Measurable 0%
No Client-Side Data 8%
DESKTOP GIVT/SIVT Humans Other
Disguised
Traffic
Fake
Device
App
Fraud
67% 37% 2% 61%
0% 6% 3%
MOBILE GIVT/SIVT Humans Other
33% 7% 5% 88%
DEFINITIONS
Not measurable – no tags sent (this should be zero, ads are called by JS)
No Client-Side Data – no data sent back, ad blocker or browser block (e.g. Brave)
Other – not enough blue or red labels to confirm
Disguised Traffic – fake traffic, bounced through residential proxies
Fake Device – multiple factors indicating fake device (software in datacenter)
App Fraud – apps loading webpages and other non-bot fraud
IAS: 1.4% (US)Source: IAS Media Quality Report H1 2020
IAS: 0.8% (US)Source: IAS Media Quality Report H1 2020

8. November 2020 / Page 7marketing.scienceconsulting group, inc.
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Video Ads – SIVT
Not Measurable 0.0%
No Client-Side Data 27.2%
DESKTOP GIVT/SIVT Humans Other
Disguised
Traffic
Fake
Device
App
Fraud
62% 8% 19% 73%
0% 3% 3%
MOBILE GIVT/SIVT Humans Other
11% 1% 36% 63%
IAS: 0.8% (US)Source: IAS Media Quality Report H1 2020
IAS: 0.5% (US)Source: IAS Media Quality Report H1 2020
DEFINITIONS
Not measurable – no tags sent (this should be zero, ads are called by JS)
No Client-Side Data – no data sent back, ad blocker or browser block (e.g. Brave)
Other – not enough blue or red labels to confirm
Disguised Traffic – fake traffic, bounced through residential proxies
Fake Device – multiple factors indicating fake device (software in datacenter)
App Fraud – apps loading webpages and other non-bot fraud
(about 1/3 is not validatable)

9. November 2020 / Page 8marketing.scienceconsulting group, inc.
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Viewability – Display, Video
DEFINITIONS
measured viewable = intersection >50% + visibilityState=visible
Viewable=MRC = measured viewable + 1 second
Display
desktop
only
mobile web
only app only
measured viewable 25% 58% 18%
viewable-MRC 20% 7% 9%
Video
desktop
only
mobile web
only app only
measured viewable 9% 7% 2%
viewable-MRC 7% 4% 2%
IAS: 71% (US)
Source: IAS Media Quality Report H1 2020
IAS: 68% (US)
IAS: 68% (US)
Source: IAS Media Quality Report H1 2020
IAS: 66% (US) IAS: 79% (US)

10. November 2020 / Page 9marketing.scienceconsulting group, inc.
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Directly Measured Ad Blocking
Direct measurement is necessary, measurement done on-site
• Ad blocking must be measured on-site. In-ad measurements are invalid
• Desktop and mobile must be separated because ad blocking in mobile is
very low (no plugins for mobile browsers, and most consumers don’t
regularly use ad blocking browsers, they use built-in browsers)
• Bots and “not measurable” must be excluded because bots don’t block
ads (their job is to cause them to load)
Business sites desktop mobile
ad block rate 8 - 17% 0.6 – 0.8%
Consumer sites desktop mobile
ad block rate 11 - 12% 0.9 - 1%

11. November 2020 / Page 10marketing.scienceconsulting group, inc.
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Digital out of home CPMs
Facebook CPMs 2020
Video ad CPMs
CTV CPMs
Desktop display CPMs
Mobile web CPMs
Mobile app CPM
Snapchat CPMs
Pinterest CPM
Comparative CPMs
Digital display CPM
Digital video CPM
CTV ads
Comparative media costs
Digital media CPM
Twitter CPMs
YouTube CPMs
YouTube Prices
iOS CPMs
Android CPMs
$1
$3
$2
$0.50
$9
$3
$0.20
$2
$15
$9
$0.01
$10
$2
$3
$30
Digital Ad CPM Benchmarks N
CTVVideoMobileDesktop
$12
$55
$27
https://www.emarketer.com/content/ad-buyers-usually-pay-more-than-20-for-connected-tv-cpms
YouTube
$23
Snap
Display Ads Video Ads
App
FB
U.S.
Apr 2020
$18
$30
$24
DirectNetwork
U.S.
Nov 2019
iOS Android
U.S. Dec 2019
U.S.
Mar 2020
$1
$13
$8
$1
$17
$7
DOOH
U.S. Apr 2020U.S.
Jun 2020
U.S.
May 2020
https://www.adexchanger.com/agencies/omg-programmatic-and-social-cpms-are-down-but-fixed-pricing-on-video-creates-a-glut/
$4
Pinterest
U.S.
May 2020
$8
Twitter
U.S.
May 2020
$0.50
$0.15
$1
$5 $4