viewable, human, brand safe impressions and their role in the future of programmatic
TRANSCRIPT
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What is content verification ?
Useful in isolation – only a real SOLUTION when combined
AUDIENCE REACH VIEWABILITY BRAND SAFETY FRAUD DETECTION
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So what is a Verified Impression?
Could it have been seen,
by human eyes,
in an environment that’s
right for my brand?
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Accurate measurement of unduplicated
impressions that are:
viewable
in-geography
brand safe
human
in-target
This is the clean number of impressions with the
opportunity to have an impact on your audience
Validated inventory has to be the ultimate goal
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INVALID TRAFFIC (FORMERLY NHT, FRAUD, BOTS ETC.)
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A global issue for both media buyers and sellers
The IAB recognizes that 36% of
online traffic is invalid
AppNexus a first-mover by
filtering for fraud
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63,65%
90,34%
27,14%
9,49% 9,21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Non-premium sites Premium sites
>25%
5-25%
<5%
% NHT/IVT
Non-Human / Invalid Traffic varies by type of site
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