how to use programmatic to keep your brand safe in the era of fake news and ad fraud ·...
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How To Use
Programmatic
To Keep Your Brand Safe
In The Era Of Fake News
And Ad Fraud
Michael Kim, Senior Director Product, Programmatic April 12th 2017
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Today’s media headlines
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Latest concerns in digital media
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Digital media can be challenging
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Source: IAS H2 2016 UK Media Quality Report
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Digital media can be challenging - globally
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Source: IAS H2 2016 UK Media Quality Report
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Example of brand safety risk by category
H2 2016 brand risk by category in programmatic
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18,1%
3,8%1,7%
7,3%
3,6%
35,7%
29,9%
Adult Alcohol Hate speech Illegal downloads Illegal drugs Offensive language Violence
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Verification unlocks the full potential of digital
Helping you solve digital’s top challenges
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Verify
That every impression has the opportunity to
be effective
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Media quality data enables you to invest in digital with confidence and influence consumers
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Brand Safety Viewability Ad Fraud
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Predictive targeting: bringing
transparency to programmatic
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• Apply media quality data before bids are ever placed
• Predictive targeting segments for display and video, desktop and mobile
• Real-time reporting to measure impact and adjust targeting strategies as needed
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Predictive targeting: how it informs RTB
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1
2
3
Before bidding, check the
relevant media quality filter
within your DSP to disqualify
pages that do no meet
requirements
Bids are placed on qualified
inventory
Pre-bid targeting fees are
only applied to winning
bids
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Predictive targeting for display viewability
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…or the top 75% of ads most likely to be viewed for
the longest time
70% in-view rate 70%+ viewability
60% in-view rate 60%+ viewability
50% in-view rate 50%+ viewability
40% in-view rate 40%+ viewability
Force-ranked & performance-matching
Target the top 10% of ads most likely to be viewed for the longest time…
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Predictive ad fraud prevention
Big data and session-based analysis data to create effective segments
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Quick response
Secure methodology
Accuracy
New threats
Risk/rewards
More precise
Complete removal
Instantaneous
Behavioral and network analysis Browser and device analysis
Greater coverage
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IT manufacturer: 90% decrease in brand risk
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• By using predictive brand safety targeting, risk impacted only 1% of total campaign delivery
• 3.8M more brand safe impressions, equivalent to an 12% increase in brand safety percentage
Case study
Before predictivebrand safety targeting
After predictivebrand safety targeting
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Retailer: 100% increase in viewability
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Case study
% of viewable impressions
31.2%
62.3%
Before predictiveviewability targeting
After predictiveviewability targeting
• Predictive viewability targeting doubled the viewability percentage to 62.3%, ensuring that nearly 2 out of every 3 ads were in view
• 48% decrease in viewable CPM
• Prevented 1.4 M bids on non-viewable impressions
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Predictive video viewability targeting
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- Performance matching
• Target based on viewability goals
• Each video viewability segment matches your
viewability goals
• 40%/ 50% / 60% / 70% in-view rate
• Real-time performance data including:
% in view at each quartile
% completed at each quartile
% muted
% expanded
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Verification data is available with all your programmatic partners
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Integral Ad
Science has the
largest footprint of
integrations with
the leading
programmatic
partners
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The new challenges of marketing – key take aways
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1Partner with verification providers
2Comprehensive quality targeting
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Any questions?
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Appendix
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The growth of verification
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Verification is a global industry effort
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MEMBER
ACCREDITED AUDITED
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Brand safety: only the right context to fit your brand
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• Ensure your ads appear alongside appropriately-aligned content
• Rely on our dynamic, page-level scoring to verify the level of safety next to your ads
• Avoid off-brand associations and decrease regulatory concerns
• Use predefined content categories or customise requirements by:
• Keywords• Site lists• Risk thresholds
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Ad Fraud: reach humans, your real customers
• Verify your media investment is being spent correctly on impressions that are served by real publishers, and shown to real humans
• Work with technology that includes big data analysis, and session-based analysis
• Real-time blocking of General and Sophisticated Invalid Traffic in accordance with the MRC Guidelines
• Use anti-fraud pre-bid targeting segments within your demand-side platform
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Page-level analysis for precision and accuracy
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URL analysis
Semantics analysis
Inbound/Outbound links
Metadata analysis
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In-depth mobile in-app analysis
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Category
Name
Store rating
Description
What’s new
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Pre-bid brand safety for mobile in-app
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ILLEGAL DRUGS
ADULT CONTENT
GAMBLING
VIOLENCE
ILLEGAL DOWNLOADS
OFFENSIVE LANGUAGE
ALCOHOL CONTENT
RISK CATEGORIES
• First-of-its-kind capability
• Avoid risk caused by inappropriate adjacencies, regulatory concerns and off-brand associations
• Choose your risk level: exclude apps rated for moderate risk OR moderate and high risk
• Available on AppNexus