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#agilitytour
What’s  Your  Cost  Per  
Impression  (Really)  
Telling  You?
Presented	
  by	
  Raymond	
  Sandy	
  Kartopa...
#agilitytour
Introduc@on
2
Business	
  consultant	
  
@	
  Comscore	
  
6+	
  years	
  digital	
  experience	
  
	
  
	
  
#agilitytour
Main  Topic
Key	
  Ques:on	
  
What’s	
  your	
  cost	
  per	
  impression	
  really	
  
telling	
  you?	
  
...
#agilitytour
Agenda
•  What	
  have	
  we	
  learned	
  so	
  far?	
  
•  How	
  can	
  transparceny	
  create	
  more	
  ...
#agilitytour
WHAT  HAVE  WE  LEARNED  SO  FAR?
YOU	
  DON’T	
  WANT	
  TO	
  MISS	
  IT	
  
#agilitytour
What  Have  We  Learned  So  Far?
#agilitytour
What  Have  We  Learned  So  Far?
Why?	
  
•  No	
  significant	
  correla7on	
  between	
  clicks	
  and	
  s...
#agilitytour
What  Have  We  Learned  So  Far?
#agilitytour
What  Have  We  Learned  So  Far?
Why?	
  
•  28%	
  of	
  Internet	
  users	
  in	
  Europe	
  delete	
  the...
#agilitytour
What  Have  We  Learned  So  Far?
#agilitytour
  
  
HOW  CAN  TRANSPARCENY  CREATE  MORE  BUSINESS  
VALUE?  

YOU	
  REALLY	
  DON’T	
  WANT	
  TO	
  MISS...
#agilitytour
How  Can  Transparency  Create  More  Business  Value?
Going	
  beyond	
  viewability	
  	
  
#agilitytour
How  Can  Transparency  Create  More  Business  Value?
•  How	
  ad	
  valida7on	
  leads	
  to	
  in	
  fligh...
#agilitytour
How  Can  Transparency  Create  More  Business  Value?
•  Result	
  of	
  ad	
  valida7on	
  	
  
14
#agilitytour
How  Can  Transparency  Create  More  Business  Value?
Going	
  beyond	
  viewability	
  	
  
Mone7ze	
  on	
...
#agilitytour
How  Can  Transparency  Create  More  Business  Value?
38%	
   62%	
  
Source:h]ps://www.exchangewire.com/blo...
#agilitytour
How  Can  Transparency  Create  More  Business  Value?
#agilitytour
 18
Comscore	
  gives	
  the	
  
Danish	
  Publisher	
  the	
  
ability	
  to	
  calculate	
  and	
  
charge	...
#agilitytour
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	
  
•  Tra...
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What’s Your Cost Per Impression (Really) Telling You?

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John Wyllie
What’s Your Cost Per Impression (Really) Telling You?

By Raymond Sandy Kartopawiro
Sr. Marketing Intelligence Consultant, Internet Advantage

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What’s Your Cost Per Impression (Really) Telling You?

  1. 1. #agilitytour What’s  Your  Cost  Per   Impression  (Really)   Telling  You? Presented  by  Raymond  Sandy  Kartopawiro   Sr.  Marke7ng  Intelligence  Consultant,  Internet  Advantage  
  2. 2. #agilitytour Introduc@on 2 Business  consultant   @  Comscore   6+  years  digital  experience      
  3. 3. #agilitytour 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?   3
  4. 4. #agilitytour Agenda •  What  have  we  learned  so  far?   •  How  can  transparceny  create  more  business  value?   •  What  are  the  benefits  for  your  data  management  plaGorm?  
  5. 5. #agilitytour WHAT  HAVE  WE  LEARNED  SO  FAR? YOU  DON’T  WANT  TO  MISS  IT  
  6. 6. #agilitytour What  Have  We  Learned  So  Far?
  7. 7. #agilitytour 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   7
  8. 8. #agilitytour What  Have  We  Learned  So  Far?
  9. 9. #agilitytour 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  
  10. 10. #agilitytour What  Have  We  Learned  So  Far?
  11. 11. #agilitytour     HOW  CAN  TRANSPARCENY  CREATE  MORE  BUSINESS   VALUE?   YOU  REALLY  DON’T  WANT  TO  MISS  IT  
  12. 12. #agilitytour How  Can  Transparency  Create  More  Business  Value? Going  beyond  viewability    
  13. 13. #agilitytour How  Can  Transparency  Create  More  Business  Value? •  How  ad  valida7on  leads  to  in  flight   analysis.   13
  14. 14. #agilitytour How  Can  Transparency  Create  More  Business  Value? •  Result  of  ad  valida7on     14
  15. 15. #agilitytour How  Can  Transparency  Create  More  Business  Value? Going  beyond  viewability     Mone7ze  on  ad  dura7on  
  16. 16. #agilitytour 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/  
  17. 17. #agilitytour How  Can  Transparency  Create  More  Business  Value?
  18. 18. #agilitytour 18 Comscore  gives  the   Danish  Publisher  the   ability  to  calculate  and   charge  on  screen  :me   by  the  second!   How  Can  Transparency  Create  More  Business  Value?
  19. 19. #agilitytour Content  effec:veness   Cookie  segmenta:on   How  Can  Transparency  Create  More  Business  Value?
  20. 20. #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  

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