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What’s  Your  Cost  Per  Impression  (Really)  

Telling  You? Presented  by  Raymond  Sandy  Kartopawiro  

Sr.  Marke7ng  Intelligence  Consultant,  Internet  Advantage  

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Introduc@on

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Business  consultant  @  Comscore  6+  years  digital  experience      

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Main  Topic

Key  Ques:on  What’s  your  cost  per  impression  really  telling  you?  

•  Brand  safe?  •  %  viewable?  •  %  hiDng  target?  

•  %  non  human  ?  

How  can  publishers  and  adver:ser  get  more  business  value  out  of  display  metrics?  

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Agenda

•  What  have  we  learned  so  far?  

•  How  can  transparceny  create  more  business  value?  

•  What  are  the  benefits  for  your  data  management  plaGorm?  

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WHAT  HAVE  WE  LEARNED  SO  FAR? YOU  DON’T  WANT  TO  MISS  IT  

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What  Have  We  Learned  So  Far?

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What  Have  We  Learned  So  Far?

Why?  •  No  significant  correla7on  between  clicks  and  sales  liL  •  Despite  very  low  CTRs  display  ads  are  able  to  liL  key  behavioral  metrics  •  Site  visita7on  •  Number  of  branded  searches  

•  Online/Offline  sales  

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What  Have  We  Learned  So  Far?

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What  Have  We  Learned  So  Far?

Why?  •  28%  of  Internet  users  in  Europe  delete  their  first  party  cookies  an  average    of  4  7mes  a  month.  

•  37%  of  Internet  users  in  Europe  delete  their  third  party  cookies  an  average  of  6  7mes  a  month  

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What  Have  We  Learned  So  Far?

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       HOW  CAN  TRANSPARCENY  CREATE  MORE  BUSINESS  VALUE?   YOU  REALLY  DON’T  WANT  TO  MISS  IT  

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How  Can  Transparency  Create  More  Business  Value?

Going  beyond  viewability    

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How  Can  Transparency  Create  More  Business  Value?

•  How  ad  valida7on  leads  to  in  flight  analysis.  

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How  Can  Transparency  Create  More  Business  Value?

•  Result  of  ad  valida7on    

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How  Can  Transparency  Create  More  Business  Value?

Going  beyond  viewability    Mone7ze  on  ad  dura7on  

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How  Can  Transparency  Create  More  Business  Value?

38%   62%  

Source:h]ps://www.exchangewire.com/blog/2015/10/15/uk-­‐ad-­‐spend-­‐growth-­‐forecast-­‐cut-­‐to-­‐3-­‐7-­‐ad-­‐viewability-­‐in-­‐uk-­‐rises-­‐above-­‐50/  

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How  Can  Transparency  Create  More  Business  Value?

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Comscore  gives  the  Danish  Publisher  the  ability  to  calculate  and  charge  on  screen  :me  by  the  second!  

How  Can  Transparency  Create  More  Business  Value?

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Content  effec:veness   Cookie  segmenta:on  

How  Can  Transparency  Create  More  Business  Value?

#agilitytour

How  Can  Transparency  Create  More  Business  Value?

Benefits  of  mone:zing  ad  dura:on  •  Transparent  business  model  towards  adver7sers  

•  More  marketable  premium  inventory  

•  Buy  inventory  based  on  minimum  ad  exposure  

•  Retarget  users  based  on  minimum  ad  exposure