the value of the verified impression - amazon web services...the verified impression –the quality...

© comScore, Inc. Proprietary.

www.comscore.com/NHT.

The Value of the Verified impression

Duncan Trigg : Vice President, Advertising Effectiveness

http://www.comscore.com/Products/Advertising-Analytics/Non-Human-Traffic

© comScore, Inc. Proprietary. 2

Loss of clarity of advertising environment over time…

THEN

• Site specific buys

• Indicative audience

• Clarity on where

advertising ran

• Wastage

NOW

• Audience &

behavioral targeting

• Very little wastage

• Ads can appear

anywhere

Verification provides impression level data on exactly

where advertising is actually served


What are the components of verification?

Brand safety Viewability Fraud detection Audience reach

Useful in isolation – only a real SOLUTION when combined


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:


So what is a Verified Impression?

Could it have been seen

by human eyes

in a brand-safe environment?

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 6

Detecting Invalid Traffic…


IAB cites that 36% of online traffic is invalid


vCE goes beyond the basics by deploying advanced IVT

filtration to report MRC-accredited impressions

Using our unique Triple

Detection Technology,

comScore measures the

deepest, darkest places

of the web to catch the

most sophisticated

types of IVT.

ClickFarms

BotsData

CenterTraffic

IVT

Content scrapers

Spiders

Adstacking

Domain Laundering

BrowserHijacks

Cloud services

Adware traffic


Monetises the traffic

Reflects benchmarks and

quality inventory

User ActivityBot Activity – unseen by user

Creates an attractive

profile of the ‘user’

A Basic Bots Explained

3. Bot executes

instructions to

deliver ads

2. Bot builds an

attractive user

profile

1. User is infected

via an intermediary,

i.e. a link, download

on a host site


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%

IVT Varies by Type of Site

% IVT


2-million-person global panel with

insight into human behavior

comScore Census Network™

recording 1.7 trillion interactions a month

Combined learnings from both assets

provide smarter filtration beyond ad

tags alone

INDIRECT DETECTION:

Giant comScore data sources identify hard-to-detect threats

Dedicated team of data scientists continuously update algorithms to capture the latest threats

Triple Detection Technology

Ad Tags

CensusTagsHumanPanel

© comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 12

Domain Laundering


What does domain laundering look like?

What buyers think is happening

Media Buyer places an ad

Ad Exchange

Listing

Listing

www.premiumwebsite.com

PremiumWebsite.com

Ad #1

What is really happening

ShadyWebsite.com

Ad #1

Media Buyer places an ad

Ad Exchange

Listing

Listing

www.premiumwebsite.com


Discrepancies between

vendors…..


Viewability Discrepancies: What causes them?

Vendors methodology?

What is actually being measured?

• Sophisticated NHT detection and removal

before calculating?

• Multiple windows open?

• Out of viewport?

• Impression stacking, etc.


Why NHT Matters in Viewability Measurement

If an ad is served to a bot,

should it be counted

as viewable?

Vendors should extrapolate sophisticated NHT BEFORE they calculate viewability rates.

Failure to do so will result in active optimisation to NHT.


COMPARE reported viewability:

How NHT contaminates your viewability

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


Why NHT Matters in Audience Measurement

If a bot dresses up as your

target demographic, should it

be counted as in-target?


Consider the below example of a campaign trying to reach Human Females.

Out of 20 impressions delivered:

How NHT Contaminates Your Audiences

5 reach

Human Females

8 reach

Non-human Females

5 reach

Human Males

2 reach

Non-human Males

You’d expect your Human Female In-Target audience result to be 65%,

but in reality, it’s only 25%


A note on brand safety…


BOTS, illegal

content IP

fraud etc

Race hate Pornography Nudity Social mediaPolitics News events

Brand safety: What is harmful varies from client to client


Delivered impressions

Bid

Bid Bid

Joining the dots to achieve ‘Verified Inventory’

• Known Fraud prevention

• Average viewability rates

• Page context

• Key word capabilities

• Brand Safety

• Page Quality

PRE BID FILTERS

• Advanced Invalid Traffic Detection

• Real time blocking

• Actual view rates by impression

• Audience reached

DELIVERY VERIFICATION

Genuinely

Verified Inventory

© comScore, Inc. Proprietary. 24© comScore, Inc. Proprietary.

The Verified Impression – the quality in programmatic

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

Key Takeaways

the value of the verified impression - amazon web services...the verified impression –the quality...

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