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ADTECH&DATA 2017 - Palestra "The future of supply brand safety and inventory quality"
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ADTECH&DATA 2017 - Palestra "The future of supply brand safety and inventory quality"
1.
LEWIS ROTHKOPF G e
n e r a l M a n a g e r, S u p p l y M E D I A M AT H THE FUTURE OF SUPPLY BRAND SAFETY AND INVENTORY QUALITY
2.
©2017 MediaMath Inc.
2 Agenda What’s Going On? What is the Size and Scope? How Are Marketers & Publishers Getting Defrauded? Back to the Future How are DSPs Approaching Supply? Cleaning Up the Supply Chain Wrap-Up, Q&A
3.
©2017 MediaMath Inc.
3 Rude Awakening 16.4 BILLION Ad Fraud will cost marketers this year 20% Nearly of digital ad spend “wasted” in 2016 29% Of programmatic spend in 2016 suspected of running on invalid traffic 12% of direct-to- publisher budgets potentially ran on bad traffic Source: The&Partnership via CNBC, “Businesses could lose $16.4 billion to online advertising fraud in 2017: Report,” 4/13/2016
4.
©2017 MediaMath Inc.
4 Rude Awakening Source: CNBC, “Procter & Gamble chief marketer slams ‘crappy media supply chain’, urges marketers to act,” 1/31/17 “We have a media supply chain that is murky at best and fraudulent at worst. We need to clean it up, and invest the time and money we save into better advertising to drive growth.” Marc Pritchard, Procter & Gamble
5.
©2017 MediaMath Inc.
5 What’s Going On?
6.
©2017 MediaMath Inc.
6 Back to the Future HOW DID WE GET HERE?
7.
©2017 MediaMath Inc.
7 DSP Supply 2007 – 2016: The Idea Supply 1.0: plug into every pool of supply in the world, and let the algorithms sort it out! A spaghetti bowl of inventory that cuts across media types, with broad ranges of quality and effectiveness throughout, along with multiple access points And who doesn’t love spaghetti?! One big, delicious silo to solve all marketer needs. Right?
8.
©2017 MediaMath Inc.
8 DSP Supply 2007 – 2016: The Reality The problems emerged almost from the beginning: too much supply to make sense of. Discoverability nearly impossible. Quality and safety in question. Duplicative bid opportunities abound. Pricing massively inefficient The first solution – PMPs – are tough to wrangle, scale and instrument. Assortment of verification companies sprout with no established standard Marketers clamor for a way to make sense of the world’s addressable supply at scale
9.
©2017 MediaMath Inc.
9 And then Header Bidding happened… … and the problems we just discussed got 5-10x worse. • Massive duplication in bid requests (because now the cost for publishers to call 10+ demand sources is trivial) • With Header Bidding being predominately First Price, increased risk of buyers overpaying for supply • Dramatically increased scale means even less clarity into inventory differentiation and quality
10.
©2017 MediaMath Inc.
10 Types of Fraud Two main types of fraud that we focus on killing: Invalid Traffic/ Click Fraud Domain Spoofing
11.
©2017 MediaMath Inc.
11 Invalid Traffic • Also known as non-human traffic • That’s a bit of a misnomer, because humans can also generate invalid traffic • Typically attracted to CPC or cost-per lead campaigns, also “purchased traffic” • Whether bots or humans, malicious invalid traffic is fraudulent, wastes marketer spend, paints an ugly picture of the publisher, and erodes confidence in the entire ecosystem
12.
©2017 MediaMath Inc.
12 Counterfeit or Spoofed Domains • Simply put, representing a bid request as coming from a site or app that it is not • For instance, sending the URL as www.globo.com when it is actually a low- quality, possibly brand-unsafe site • RTB standards are unfortunately susceptible to this type of fraud • ADS.TXT is one solution • Marketers should be incredibly wary of “discounted” supply
13.
©2017 MediaMath Inc.
13 Looking Ahead BRAND SAFETY
14.
©2017 MediaMath Inc.
14 What is Brand Unsafe? “DoubleVerify has blocked 8 million ads from appearing on content pages classified as hate speech – up threefold since January.“ Source: AdExchanger, “Brand Safety is an Old Problem and It’s Getting Worse,” 3/24/17
15.
©2017 MediaMath Inc.
15 Be Aware of What’s Happening
16.
©2017 MediaMath Inc.
16 What is NOT Necessarily Brand Unsafe? “Fewer advertisers seem to be appearing on Breitbart, which may be a result of some ad networks and brand safety companies blocking it in recent months, citing hate speech violations or deeming the content too inflammatory” Source: The New York Times, “Brands Try to Blacklist Breitbart, but Ads Slip Through Anyway,” 3/26/2017
17.
©2017 MediaMath Inc.
17 But Avoid Becoming Politically Charged Don’t conflate hate speech with unsavory political speech Blocking legitimate content could have the opposite effect of drawing more attention Choose tech and suppliers that provide comprehensive brand management tools and safety controls Source: The New York Times, “Brands Try to Blacklist Breitbart, but Ads Slip Through Anyway,” 3/26/2017
18.
©2017 MediaMath Inc.
18 How Do We Fix It? MANAGING INVENTORY QUALITY
19.
©2017 MediaMath Inc.
19 Managing Inventory Quality Work with a DSP that enforces a clean, transparent supply chain, and that does not tolerate downstream fraud
20.
©2017 MediaMath Inc.
20 MediaMath’s Fraud Strike Policy Strike # Notification Procedures Length of Deal Deactivation Requirements for Deal Reinstatement Strike 1 (Deal ID is above suspicious traffic threshold for 30 day time period) Notification of deal deactivation by MediaMath supply team 2 Week Deal Deactivation Detailed explanation of what was done to mitigate/reduce suspicious traffic numbers Strike 2 (Deal ID is above suspicious traffic threshold for 30 day time period) Notification of deal deactivation by MediaMath supply team 4 Week Deal Deactivation Detailed explanation of what was done to mitigate/reduce suspicious traffic numbers Strike 3 (Deal ID is above suspicious traffic threshold for 30 day time period) Notification of indefinite deal deactivation by MediaMath supply team and any implications on Open Exchange supply Deal Indefinitely Deactivated Implications of open exchange disablement given spend level and suspicious traffic
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21 Managing Inventory Quality Consider running against an approved whitelist, or determine whether a universal blacklist is in place for your protection
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22 Managing Inventory Quality Stay away from sites and apps that are known for “buying traffic”
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23 Managing Inventory Quality Consider working with a third party verification vendor, ideally in prebid
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24 Managing Inventory Quality Migrate away from inaccurate, easily fooled proxy metrics like CTR and video completes and towards real metrics that can’t be easily faked – for instance, things like sales, test drives, foot traffic
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25 Managing Inventory Quality Ask whether your media sources are leveraging the IAB’s ads.txt initiative
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26 How Do We Fix It? MANAGING BRAND SAFETY
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27 Managing Brand Safety Define what is and is not considered safe for your brand
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28 Managing Brand Safety Consider working with a contextual categorization vendor in prebid
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29 Managing Brand Safety Establish a protocol for addressing brand association questions from consumers and pressure groups
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30 Managing Brand Safety Know your seller: understand who owns the media on which your campaigns are running
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31 Summary ✓ Inventory Quality and Brand Safety are separate and equally important areas to master ✓ Fraudsters are constantly at work, looking for increasingly sophisticated ways to “fake” organic activity ✓ Marketers should fully understand where their supply is coming from, and ensure that their buying platforms are protecting them ✓ Publishers should be very wary of buying traffic, and should understand that the buy-side has no remaining patience for downstream fraud ✓ Companies should define what is “safe” for their brand, and should ensure that technology, relationships and communications plans are in place to manage brand safety emergencies
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32 #adtechdata OBRIGADO!
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