2. +xxx
DIFFERENTIATORS
What are we going to cover?
• The industry is losing its collective mind.
• What is all this stuff I keep hearing about?
• Non-Human Traffic (NHT)
• Click Fraud
• Viewability
• “Big Data”
• How do I measure the real value to my brand?
• What should marketers look out for?
5. +xxx
DIFFERENTIAORS
Explosion of “KPIs”
• Reach
• Frequency
• Clicks
• CTR
• Viewability
• Completed
views
• Interac=on
rate
• Brand
li?
• Conversions
(Online/Offline)
• eCTR
/
Ac=on
rate
• Non-‐click
traffic
• vCPM
• Time
on
site
• Engagement
• Media
mix
modeling
• ANribu=on
modeling
6. +xxx
DIFFERENTIAORS
The rise of programmatic media buying
“Fraud is really a function of two things—the CPM and how easy it
is to commit. It’s a constant dynamic of the two.”
- Matt McLaughlin, COO of DoubleVerify
“What we’ve found today is we’ve given automation a lot of control—as a
result, oversight has dropped, and fraud has risen.”
- Andrew Casale, President and CEO of Index Exchange, formerly Casale Media
11. +xxx
DIFFERENTIAORS
Non-Human Impressions / Non-Human Traffic (NHT)
Non-Human Impression/Traffic (Fraud?):
• Botnets, Adware & Ad Laundering
• Hidden Ads / Ad Stacking / Ad Stuffing
12. Non-Human Traffic
• 79% of the campaigns have <5% NHT,
accounting for 25% of the total NHT impressions
• 14% of the campaigns have 5-20% NHT,
accounting for 45% of the total NHT impressions
• 7% of the campaigns have >20% NHT,
accounting for 30% of the total NHT impressions
Source:
hNp://www.comscore.com/Insights/Blog/Ad-‐Fraud-‐and-‐Non-‐Human-‐Traffic-‐How-‐Rampant-‐is-‐the-‐Problem
16. What is Click Fraud?
Nefarious groups have found ways to profit by infiltrating legitimate systems
and generating false ad clicks, and site visits using robotic programs.
Robotic traffic, popularly known as “bots”, is driven by code, not humans so it
has no ability to generate real conversions or purchases.
Bots are smart enough to mimic human behavior, making them difficult to
detect. The activity generated by these bots muddles the engagement metrics
driven by real, human traffic, which dilutes the value of legitimate publisher
inventory.
Source: IAB
27. +xxx
DIFFERENTIATORS
“Viewability is another measure that people
want to optimize toward, and in the end, it’s
just another superficial metric that fraudsters
can pay attention to.”
- Stuart MacDougall, CTO of video demand-side platform (DSP) SourceKnowledge
So, why not 100%
28. So, why not 100%
CPM
vCPM
Budget $40,000 $40,000
Rate $4.00 $8.00
Impressions 10,000,000 5,000,000
Viewability
issues
are
known
en=ty
and
as
such
are
already
built
into
the
price
you
are
paying.
30. +xxx
DIFFERENTIATORS
Big data is a buzzword, or catch-phrase,…
used to describe a massive volume of both structured
and unstructured data that is so large it is difficult to
process using traditional database and software
techniques.
What is “Big Data” really?
1st
Party
Data
3rd
Party
Data
2nd
Party
Data
31. What are these data sets?
1st
Party
–
You
Own
• Web
Traffic
• CRM
Data
• Consumer
Lists
• Intercept
Surveys
2nd
Party
–
Siloed
• Ancillary
campaign
informa=on
• Analy=cs
• Adwords
• Meta-‐data
3rd
Party
–
Bought
• Data
Marketplaces
• IXI
• BlueKai
• Lotame
32. Be careful of things like this
“XYZ is the only company out there with the
1st party data on your market and that is
what separates us from anyone else out there.
The data that will be driven behind your next
campaign will be 3rd party data and most
likely slightly outdated.”
- Anonymous Media Sales Rep
33. “Big Data” everyone’s doing it
This valuable, anonymous data
comes right from the source – our
world-class partners.
Your customer data is very valuable.
Unleash its potential. We turn your
booking, search, and loyalty data into
additional revenue while providing
you with knowledge about your
customers to help you make better
product and marketing decisions.
Centralize data from a wide range of
online and offline sources to classify
it in ways that make sense for your
marketing needs. Import existing
first-party data and combine it with
third-party data from more than 50
leading partners.
Capture all of the actions on your website
or collect information about your mobile
app users in real time.
In the world of big data, travel data is not
only big, but uniquely complex. Data
points like origination and destination,
dates of travel, and size of party layered on
top of mode of transportation and lodging
preferences give each trip it’s own special
make-up. Capturing and making sense of
billions of trips is no small task. It takes
travel expertise, scale, and specialization to
find the right data that will perform for
customers worldwide.
Using artificial intelligence at Big
Data scale, XYZ continuously learns
from informative, anonymous data
generated about an individual to
determine how likely they are to
respond to your ad.
34. What “Big Data” really is.
Using Data Science to
Transform Information
into Insight.
- John Foreman, author and Chief Data Scientist
at Mailchimp
36. The real potential value of data
• Customer
profiles/personas
• Audience
segmenta=on
• Scaling
your
reach
• Personalizing
crea=ve
• Buying
cycle
specifica=on
• Delivering
consumer
value
• Op=mizing
campaigns
38. What can you do?
• Get in the game and use common sense
39. What can you do?
• Get in the game and use common sense
• Ditch simplistic measurements that are easy to game
40. +xxx
DIFFERENTIATORS
Upgrade your metrics requirements
“The antiquated measurement and attribution
models marketers and buyers are using have
really provided the kindle wood required to
turn fraud into the storm it has become.”
- Andrew Casale, President and CEO at Index Exchange (formerly Casale Media)
41. • Use multiple complementary KPIs
• Develop conversions goals on the site
• Not just Visitor Guide Downloads & Email Signups
• Visits to multiple pages – things to do, hotels, events, etc.
• On-page engagement
• Traffic growth during campaign (Media Mix Modeling)
• Downstream engagement
• Engagement within the ad unit
• Real-world conversion metrics
New ways to measure
44. Person sees or clicks on your ad
Person goes to your site
Person clicks on a link out to a partner page
Tracking captures
click out to external
partner site
Reporting ties ‘click-
out’ back to original
media impression
and attributes value
(ROI)
5
1
2
3
4
Downstream actions
46. Audience Exposed
to Omni-channel Marketing
Campaigns
Interfuse Measures
Incremental Lift
in visitation
Audience Visits
Destination
EXPOSURE MEASUREMENTPHYSICAL WORLD
BEHAVIOR
Precise measurement of incremental
consumer behavior at the point of purchase
Real world conversion metrics
47. x
Geo-location w/in 4 ft.
In Shopping District,
In Michael Kors, In Front of Store
In Shopping center, sitting
in the back of the Store
• Interfuse measures
consumer location signals at
a precision
• of 4 feet or less.
• This uniquely enables brands
to measure physical
presence in their specific
stores resulting from their
digital media marketing
efforts.
• Location conversion
reporting available via
dashboard.
Real world conversion metrics
48. What can you do?
• Get in the game and use common sense
• Ditch simplistic measurements that are easy to game
• Understand what you are buying
49. +xxx
DIFFERENTIATORS
Know what you are buying
Source:
hNps://medium.com/@RickWebb/banner-‐fraud-‐doesn-‐t-‐maNer-‐fc84413fe59c
We use banners as little billboards now. We use them strategically as incredibly
cheap (so cheap) repeat impressions for brand awareness. We know many people
don’t see them, we know most people don’t see them. That’s okay. We use them
accordingly, and the cost has been adjusted down to make them a perfectly great
buy even though most people don’t see them.
Fixing banner fraud isn’t going to do us any favors.
50. What can you do?
• Get in the game and use common sense
• Ditch simplistic measurements that are easy to game
• Understand what you are buying
• Choose partners wisely
• Longevity
• Fraud protection practices/partners
• Understand their policies
51. • Industry Associations
• Advertisers
• 3rd party ad servers
• 3rd party ad verification tools
Who is fighting this battle?
52. What should you ask?
• What are your fraud policies?
• Rebates
• Over-serving
• Maximum fraud thresholds
• What is your historical viewability benchmark?
• Viewability measurement software
• Viewability reporting practices
• Can you accept third party ad server tags?
• Do you provide full transparency?
• Geographic
• Dayparting
• Site-level
