ACA Webinar Maximizing Display ROI – An Update On Auditing Best Practices
Hello! I a am m Fearga gal C Conno nnor. I I am the C CEO a and F Found nder o of M Mediaopt ptimise. Founded i in 2011 i in Montr treal al, C Canad ada. a. M Mediao aopti timise p provides a a score re-based m meth thod to to au audit th the b bran and saf afety, m media q qual ality ty an and delive very of o online ne ad c campa paigns gns. You can find me at feargal@mediaoptimise.com 2
Traditional TV audits vs Digital TV TV Digi gital al Established single source data Varying results. providers. Unit based delivery/recovery. Audience based recovery models. No single source data providers. Clear Buying Standards. 3
What is a Digital Q. Did I get what I paid Media for? Q. Were Audit? buys managed to Q. Did I pay a my specs? reasonable price? 4
What is in a Digital Media Audit? ● Booked vs delivered. ● Minimum inventory quality standards. ● Damage to the Brand values. ● Rates vs industry rates. ● Billing Reconciliation. ● Correct controls are in place. 5
Why do advertisers “Audit”? ● Transparency and assurance. ● Procurement or internal audit. ● Proof of agency efficiency. ● Quality vs Cost delivery. ● Poor visibility or communication. 6
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I don’t need a digital audit? ● I have IAS or DV in place. My agency send me a report each QTR. ● ● What additional things can an audit do that I don’t get already? It will only upset my agency. ● ● I can do this myself. Do I need to use a third party independent auditor?
Digital auditor’s tools? Ad server reporting access. ● ● Prisma or billing data. Flowcharts or blocking charts. ● Buying standards or guidelines. ● ● Access to content verification tool data. Deployment of a tag for a live campaign audit. ● ● I/O’s and/or MAFs.
Types of Audits ● Financia ial R Reconcilia iatio ion – checks payments in and payments out. Supply c y chain in – seeks to track (leakage) fees through the ● supply chain. Perf Pe rformance – did the campaigns deliver specific metrics ● or goals. Qua uality ty – brand safety, viewability and fraud. ● Pric Pricing – what did my agency pay vs industry rates. ● ● GEO d delive very ry – did delivery fall within the specified areas.
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1 Viewability What's the current state of viewability in the industry
“ …….at least 50% v view ewable f for 1 1+ s sec econd and not blocked or at least 30% viewable for 1+ second and not blocked for PC Large Banner Ads ( of size 242,500 pixels or more). Video eo impressions are reported as viewable for JavaScript-tagged impressions which are at least 50% view ewable f for 2 2+ sec econds and not blocked. Mobile In-App impressions - IAB Tech Lab’s new Open Measurement SDK (OM SDK) 13
comScore Q4 2017 14
Integral Ad Science 2 nd half of 2017
Double Verify 2017
A Viewability dips with surges in volume. 17
B Viewability dips with surges in volume. 18
C Viewability dips with surges in volume. 19
2 Brand Safety What's the current state of Brand Safety in the industry
Brand Safety is a challenge Black White Grey ey There are clear and Content that provides an Some websites provide obvious types of content environment that does content that is dynamic or that we don’t want brands not impact negatively on difficult to give a clear OK running against e.g. our brand values and to. For example NEWS, Violence, hate speech and perceived image. Politics, religion, sports pornography. hunting, sport fighting. 21
10 examples of domains with brand safe issues that appear very, very frequently on buys. 22
Fraud
3 Fraud and SIVT What's the current state of Bots in the industry
An exploration in IVT. GOAL AL SEARCH CH Our goal was to evaluate and test So we made a google search, the availability and ease at which checked LinkedIn groups and fraudulent traffic and ads could be reviewed some of the black hat run at at s scal ale. sites. 40
Bot Software
Key Features ● Search your keywords in Google. ● Click the Href link to your website. ● Set the time for bot to stay on website and click the desired Ads or navigate between pages. ● Automatically solves the CAPTCHA appearing in the search engine. ● Use a IP list to generate unique visitors with option to use only if it verifies it is working. ● Also, you can set after how many seconds you want to change the IP address. ● Create a reference list of domains to show traffic coming from them. ● Use Multithread, you can run multiple bots simultaneously. ● Set the Network, Traffic Source, Device Type and User Behaviour.
AdSense Impressions Spike with Bot Traffic
Spike in Traffic in Google Analytics
Organic, Direct and Social Traffic
Realistic Behaviour by specifying traffic from different web browsers, networks and devices.
3 Pareto and Whitelists What’s in the long tail?
“ The Pareto principle (also known as the 80/20 rule, the law of the vital few, or the principle of factor sparsity)[1][2] states that, for many events, roughly 80% of the effects come from 20% of the cause It is an axiom of business management that "80 80% o % of s sales c s come f from 20% % of c clients ."[4] Richard Koch authored the book, The 80/20 Principle. 48
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Distribution of domains and impressions 90% of Impressions delivered by 2.18% of domains 80% of Impressions delivered by 0.27% of domains 50
Real World Audit Results What have we found in our recent audits? 51
30bn. impressions Audited in 2017 16 different Advertisers 488 Campaigns 52
Findings from 488 campaigns Worst Campaign Average Best Campaign 20% 45% 89% Viewability 45% 6% 0.1% Brand Safety 37% 2% 0.2% Invalid Traffic 99% 7% 0% Out of GEO 53
Costs analysis 2017 LAST 12 AUDITS Cost in $ $140,000,000 $120,000,000 $122,435,145 $100,000,000 $80,000,000 $60,000,000 $40,000,000 $53,197,838 $20,000,000 $5,086,427 $2,338,253 $2,058,030 $609,321 $577,106 $0 Measured Not In View Negative Negative Cost of IVT Cost of Out Out of GEO Spend Cost Category Keyword of Date Cost Cost Cost Impressions Value
Thanks! Any q que uestio tions? You can find me on linkedin https://www.linkedin.com/in/feargalc/ Or feargal@Mediaoptimise.com 55
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