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Viewable, human, brand safe impressions and their role in the future of programmatic


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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.

Published in: Marketing
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Viewable, human, brand safe impressions and their role in the future of programmatic

  1. 1. © comScore, Inc. Proprietary.
  2. 2. © comScore, Inc. Proprietary. What is content verification ? Useful in isolation – only a real SOLUTION when combined AUDIENCE REACH VIEWABILITYBRAND SAFETY FRAUD DETECTION
  3. 3. © comScore, Inc. Proprietary. So what is a Verified Impression? Could it have been seen, by human eyes, in an environment that’s right for my brand?
  4. 4. © comScore, Inc. Proprietary. 4 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
  5. 5. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary. 5 INVALID TRAFFIC (FORMERLY NHT, FRAUD, BOTS ETC.)
  6. 6. © comScore, Inc. Proprietary. 6 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
  7. 7. © comScore, Inc. Proprietary. 7 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
  8. 8. © comScore, Inc. Proprietary. 9 Download the full presentation below