agenda - booyah advertising · mobile app ad fraud is one of the fastest increasing fraud types...
TRANSCRIPT
AGENDA
01 What is Verification
02 Transparency
03 Ad Fraud
04 Brand Safety
05 Viewability
06 Key Takeaways
07 DV Innovation
About DV
• DoubleVerify is the leading provider of marketing measurement software, data and
analytics.
• DV authenticates the quality and effectiveness of digital media for the world's
largest brands and media platforms.
• Industry-accredited solutions in brand safety, fraud, and viewability – across
screens and formats.
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DV is powering the new standard of marketing
performance, giving advertisers clarity and
confidence in their digital investment.
Fully viewed, by a real person, in a brand safe environment, in the right geo
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• Verification (also known as Media Authentication) includes the following service areas
• Brand Safety Protection and In-Geo Validation
• Fraud Protection
• Viewability Measurement
• DoubleVerify started the verification industry in 2008.
• There are only 3 companies today operating in the verification space that provide services for all
three areas.
What Is Verification (VVF)?
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Supply Chain Transparency is aTop Concern Among Marketers
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Google’s Brand Safety Crusade Hits
Setback as Mars Pulls YouTube
Advertising”
Transparency and Accountability are Top of Mind
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“Cisco Pulls Ads from
YouTube for ‘Brand Safety’”
“P&G Slashes Digital Ads By
$140M Over Brand Safety.
Sales Rise Anyway”
“Unilever Tells Facebook and Google to Clean Up Online
‘Swamp’ or it Will Pull Ads”
“Brand Safety Concerns Come to
Twitter as Ads Run on Profiles
Selling Illegal Drugs”
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v
Source: eMarketer, Agency Pros Say Fraud Is Biggest Threat to Their Budgets February 22, 2019
More Than Half of Marketers Worry About Transparency
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60%Of Brand Professionals
63%Of Agency Professional
Concerned over an overall lack of media quality transparency
Billions of Dollars are Lostto Ad Fraud
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Source: eMarketer, Agency Pros Say Fraud Is Biggest Threat to Their Budgets February 22, 2019
Advertiser Concerned About Fraud Impact
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View fraudulent impressions as a threat to digital budgets in 2019
53%Of Brand Professionals
63%Of Agency Professionals
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FRAUD CHALLENGEFraud Is Not Decreasing
…It Is Evolving In Plain Sight
$8.2BEst. Ad Dollars Lost to Fraud Annually (IAB)
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Mobile App Ad Fraud is One of The FastestIncreasing Fraud Types
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800%Increase in app fraud rate in
last 6 months
1.6Xmore fraudulent mobile apps were identified in
2018 than 2017
2/3of new fraud apps were games, tools or utilities
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Different Types of Fraud
Bot Fraud
Site Fraud
Adware/Malware
App Fraud
Emulator Devices
Hijacked Devices
Injected Ads
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Data CenterFraud
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FRAUD
SCHEME
Botnet discovered after the company saw a 40%
spike in traffic from CTV devices.
• The botnet spoofed real publisher URLs in
order to generate fraudulent impressions.
• The bot sent false signals that tell the ad
server that it is a CTV device.
• This was the first direct, scaled botnet attack
that DV has flagged in the CTV environment.
Constantly Evolving Threat: CTV Fraud Scheme
Fraud In ActionExamples of How Fraud is Perpetrated
Brand Misalignment Challenges Consumer Sentiment
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TAG Definition:
The term “Brand Safety” describes the controls that companies
in the digital advertising supply chain employ to protect brands
against negative impacts to the brand’s consumer reputation
associated with specific types of content and/or related loss of
return on investment.
What Brand Safety Means Today
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What is Anat idaephobia?There are some phobias out there that may seem humorous at first, but for those who suffer from them on a daily basis, they are no laughing matter. Such is the case with anatidaephobia. Anatidaephobia is the fear that at any point, somewhere in the world, a duck or goose may be watching the person who is suffering from the phobia.
The person is not necessarily afraid that the duck or goose will attack them or even touch them. They only fear that the animal is
Anatidaephobia - The Fear That You are Being Watched by a Duck
Brand Safety and Suitability May Differ by Brand
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Top Brand Safety Concerns Have Evolved in The Last 5 Years
2. Spam
1. Malware
3. Adult Content
1. Adult Content
2. Extreme Violence
3. Hate Speech
2013 2018
Source: DoubleVerify, Global Insights Report 2018, June 2018
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Consumers Are More Sensitive To The Content Ads Run Near
Nearly
7 in 10 worry about false information or fake
news being used as a weapon*
”Rise of Consumer Activism Spells New Risks for
Brands: Here’s What You Can Do Now”
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Delivering ads adjacent to risky content is a strong
threat to digital ad budgets in 2019
eMarketer Jan 2019
58%Of CMOs have increased
spend on brand safe
channels
47%Of Brand Professionals
61%Of Agency Professional
Brand Reputation is at Stake
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2222
New Issues Arise Every Day
Viewability Remains a Top Priority
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Source: eMarketer, Agency Pros Say Fraud Is Biggest Threat to Their Budgets February 22, 2019
Advertiser Concerned About Viewable Ads
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View nonviewable impressions as a threat to digital budgets in 2019
42%Of Brand Professionals
58%Of Agency Professionals
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Viewability Has Improved But Still A Long Way To Go
Source: DoubleVerify, Global Insights Report 2018, June 2018
59%Viewable
55%Viewable
US VideoUS Display
Half of media is
still out of view,
despite the IAB standard or 70% or higher
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CASE
STUDY Optimizing to a Single Variable
While viewability improved, they
also experienced increased
incidents of fraud and brand safety
issues AND over 50% of some
placements were out of geo.
Looking at a single metric
doesn’t work.
BEGINNING OF CAMPAIGN OPTIMIZING ON VIEWABLE RATE
Conversion Rate
0.049%
Authentic Rate
30%
58%
Not Viewable
42%
Viewable
18%
Not Brand
Safe
9%
Fraud
43%
Not Viewable57%
Viewable
28%
Not Brand Safe
21%
Fraud
Authentic Rate
33%
Conversion Rate
0.051%
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CASE
STUDY To Improve Quality, the Impression Should Meet All Criteria
59%
Viewable
41%
Not Viewable
OPTIMIZING ON MULITPLE METRICS
(VIEWABILITY, FRAUD AND BRAND SAFETY)
AUTHENTIC IMPRESSION®
Conversion
Rate
0.063%
Authentic
Rate
59%
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CASE
STUDY
Conversions Increased 28%By Optimizing on Authentic Impressions®
vConversion Rate
28%vAuthentic Rate
97%
DV Leads the Industry in Innovation
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End-to-end Brand Safety Protection Throughout the Media Transaction Gives Brands Greater Control
Superior Performance: Perfectly align pre- and
post-bid brand safety profiles across device.
Seamless Protection: Comprehensive protection
across website and app.
Streamlined Operations: Single set of controls,
deployed across buying platforms, regions and
campaigns.
Pre-bid
Targeting
Post-bid
Measurement
Authentic Brand Safety targeting
75+ Content Avoidance and Contextual Relevance Categories
Specialized Mobile App Controls
White/Black Lists
Keyword Avoidance
Custom Brand Category
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Let’s Build A Better Industry®
Advertiser Checklist
• Work with reputable partners and opt for premium inventory.
• Define what brand safety means for you and make sure your provider offers
customizable controls.
• Ensure protection throughout the transaction: pre-bid avoidance, post-bid monitoring
and blocking.
• Use insights to monitor campaigns in real-time.
• Leverage objective, third-party data providers.
• Work with a partner that offers protection against emerging fraud schemes and
provides coverage on new channels.
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Centralized Management Within DV Pinnacle
Pre-bid brand safety controls and logic are
centralized within the DV platform and
seamlessly deployed:
• Ensure global consistency across ALL DSPS,
campaigns and ad groups
• Traders manage a single profile per brand
• Speed up optimization
• Reduce manual error
• Update whitelists and blacklists in a single locationSingle Brand Safety Profile
Coming Soon
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