ACA Webinar Maximizing Display ROI An Update On Auditing Best - - PowerPoint PPT Presentation

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ACA Webinar Maximizing Display ROI An Update On Auditing Best - - PowerPoint PPT Presentation

Dec 01, 2022 159 likes •728 views

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

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ACA Webinar

Maximizing Display ROI – An Update On Auditing Best Practices

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Hello!

I a am m Fearga gal C Conno

  • nnor. I

I am the C CEO a and F Found nder o

  • f 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

  • nline

ne ad c campa paigns gns.

You can find me at feargal@mediaoptimise.com

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TV TV Established single source data providers. Audience based recovery models. Clear Buying Standards.

Traditional TV audits vs Digital

Digi gital al Varying results. Unit based delivery/recovery. No single source data providers.

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What is a Digital Media Audit?

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  • Q. Were

buys managed to my specs?

  • Q. Did I get

what I paid for?

  • Q. Did I pay a

reasonable price?

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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.

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Why do advertisers “Audit”?

  • Transparency and assurance.
  • Procurement or internal audit.
  • Proof of agency efficiency.
  • Quality vs Cost delivery.
  • Poor visibility or communication.

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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?

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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.
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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.

  • Pe

Perf rformance – did the campaigns deliver specific metrics

  • r 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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Viewability

What's the current state of viewability in the industry

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“

…….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)

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comScore

Q4 2017

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Integral Ad Science

2nd half of 2017

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Double Verify

2017

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Viewability dips with surges in volume.

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A

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Viewability dips with surges in volume.

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B

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Viewability dips with surges in volume.

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C

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Brand Safety

What's the current state of Brand Safety in the industry

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Brand Safety is a challenge

Black There are clear and

  • bvious types of content

that we don’t want brands running against e.g. Violence, hate speech and pornography. White Content that provides an environment that does not impact negatively on

  • ur brand values and

perceived image. Grey ey Some websites provide content that is dynamic or difficult to give a clear OK

  • to. For example NEWS,

Politics, religion, sports hunting, sport fighting.

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10 examples of domains with brand safe issues that appear very, very frequently on buys.

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Fraud

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Fraud and SIVT

What's the current state of Bots in the industry

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GOAL AL Our goal was to evaluate and test the availability and ease at which fraudulent traffic and ads could be run at at s scal ale.

An exploration in IVT.

SEARCH CH So we made a google search, checked LinkedIn groups and reviewed some of the black hat sites.

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Bot Software

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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.
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AdSense Impressions Spike with Bot Traffic

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Spike in Traffic in Google Analytics

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Organic, Direct and Social Traffic

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Realistic Behaviour

by specifying traffic from different web browsers, networks and devices.

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Pareto and Whitelists

What’s in the long tail?

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“

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.

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Distribution of domains and impressions

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80% of Impressions delivered by 0.27%

  • f domains

90% of Impressions delivered by 2.18%

  • f domains
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Real World Audit Results

What have we found in our recent audits?

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  • 30bn. impressions

Audited in 2017

488

Campaigns

16 different

Advertisers

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Findings from 488 campaigns

Worst Campaign Average Best Campaign Viewability

20% 45% 89%

Brand Safety

45% 6% 0.1%

Invalid Traffic

37% 2% 0.2%

Out of GEO

99% 7% 0%

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Costs analysis 2017 LAST 12 AUDITS

$122,435,145 $53,197,838 $5,086,427 $2,338,253 $2,058,030 $609,321 $577,106 $0 $20,000,000 $40,000,000 $60,000,000 $80,000,000 $100,000,000 $120,000,000 $140,000,000 Measured Spend Not In View Cost Negative Category Cost Negative Keyword Cost Cost of IVT Cost of Out

  • f Date

Impressions Out of GEO Cost

Cost in $

Value

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Thanks!

Any q que uestio tions?

You can find me on linkedin https://www.linkedin.com/in/feargalc/ Or feargal@Mediaoptimise.com