For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/PatentsFor info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

Few Things Brands Should Consider Before Going ProgrammaticCombating ad fraud, viewability and other issues so your ads have the best chance to make an impact

Jacques Tchenio, VP France

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 2

Holistic measurement on all platforms

Audience Planning & Analytics

Activation Solutions

Advertising Solutions

© comScore, Inc. Proprietary. 3

Loss of clarity of advertising environment over time

HIGH WASTAGE LOW WASTAGE

DIRECT CONTROL OVER AD PLACEMENTS

LESS CONTROL OVER AD PLACEMENTS

NOW

THEN

EFFICIENCY REDUCES CLARITY

© comScore, Inc. Proprietary. 4

Verification helps you know where every ad impression is actually delivered

© comScore, Inc. Proprietary.

At its heart is the ‘Verified Impression’

Why comScore Advertising is Unique?

REDUCE WASTAGE PROVIDE TRANSPARENCY OF DELIVERY TELL YOU WHAT WORKED

Viewability Brand safety Audience reach Conversion

£Fraud detection

© comScore, Inc. Proprietary. 6

Could it have been seen by human eyes

in a brand-safe environment?

So what is a Verified Impression?

© comScore, Inc. Proprietary. 7

Detecting Invalid Traffic

© comScore, Inc. Proprietary. 8

IAB cites that

of online traffic is invalid

36%

© comScore, Inc. Proprietary. 9

Basic Bots Explained

WHAT A USER SEES

WHAT FRAUDSTERS ARE DOING

USER CLICKS A LINK / DOWNLOADS SOMETHING

COMPUTER IS INFECTED

BOT VISITS SITES TO BUILD ATTRACTIVE AND CONVINCING

’USER’ PROFILE

BOT ORDERED TO PERFORM ACTIVITIES (PAGE VISITS, CLICKS) THAT

DELIVER ADVERTISING REVENUE TO FRAUDSTER

USER SEES NOTHING / CONTINUES NORMAL USAGE

£

© comScore, Inc. Proprietary. 10

Catching sophisticated fraud requires multi-faceted tech

ClickFarms

Bots DataCenterTraffic

IVT

Content scrapers

Spiders

Adstacking

Domain Laundering

BrowserHijacks

Cloud services

Adware traffic

© comScore, Inc. Proprietary. 11

Discrepancies between vendors

© comScore, Inc. Proprietary. 12

Viewability Discrepancies: What causes them?

Vendors methodology?

What is actually being measured?• Sophisticated IVT detection and removal

before calculating?• Multiple windows open?• Out of viewport?

• Impression stacking, etc.

© comScore, Inc. Proprietary. 13

Why IVT Matters in Viewability Measurement

If an ad is served to a bot, should it be counted as viewable?

Vendors should extrapolate sophisticated IVT before they calculate viewability rates. Failure to do so will result in active optimisation to IVT.

© comScore, Inc. Proprietary. 14

COMPARE reported viewability:

How IVT contaminates your viewability

© comScore, Inc. Proprietary. 15

The 74% viewability seems appealing, right? But it is an illusion.

© comScore, Inc. Proprietary. 16

The Importance of Viewability

Sales Lift Increases with Improved Viewability – and the Effects Do Not Appear to be Linear.

At least 50% At least 55% At least 65% At least 70%

100118

141168

IMPACT OF VIEWABILITY ON INDEX OF CAMPAIGN SALES LIFT

© comScore, Inc. Proprietary. 17

A note on brand safety

© comScore, Inc. Proprietary.

Brand safety: what is harmful varies from client to client

BOTS, ILLEGAL CONTENT,

IP FRAUD ETC.

RACE HATE PORNOGRAPHY NUDITY POLITICS SOCIAL MEDIA NEWS EVENTS

18+

© comScore, Inc. Proprietary.

Brand safety: what is harmful varies from client to client

BOTS, ILLEGAL CONTENT,

IP FRAUD ETC.

RACE HATE PORNOGRAPHY NUDITY POLITICS SOCIAL MEDIA NEWS EVENTS

18+

© comScore, Inc. Proprietary. 20

Paving the path to achieve ‘Verified Inventory’ The role of pre and post bid verification explained

DELIVERED IMPRESSIONS

GENUINELY VERIFIED

INVENTORY

PRE BID FILTERS• Known Fraud prevention • Average viewability rates • Page context• Key word capabilities • Brand Safety• Page Quality

DELIVERY VERIFICATION• Advanced Invalid Traffic Detection• Real time blocking • Actual view rates by impression• Audience reached

© comScore, Inc. Proprietary. 21

Key Takeaways

The Verified Impression – the inventory that is doing the work

No point in paying lip service – it can compound the problem

Know your vendors’ capabilities

Fully understand your inventory to maximise rates

Creating a ‘level playing field’ of data is key

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents

Thank youJacques Tchenio, VP France

For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents