In this session Duncan Trigg, VP Advertising Effectiveness, presents the new challenges that brands are facing and how leading brands leverage in-flight campaign optimisation to increase ROI.

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What is content verification ?
Useful in isolation – only a real SOLUTION when combined
AUDIENCE REACH VIEWABILITYBRAND SAFETY FRAUD DETECTION

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So what is a Verified Impression?
Could it have been seen,
by human eyes,
in an environment that’s
right for my brand?

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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

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INVALID TRAFFIC
(FORMERLY NHT, FRAUD, BOTS ETC.)

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A global issue for both media buyers and sellers
The IAB recognizes that 36% of
online traffic is invalid
AppNexus a first-mover by
filtering for fraud

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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%
% NHT/IVT
Non-Human / Invalid Traffic varies by type of site

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