New-era Analytics for online campaignspptx

Ad fraud, the cookieless future, campaign measurement are 3 of the ingredients forming the online ad world's perfect storm.

Legacy verification tools are seen increasingly as not fit for purpose, having for years not being able to detect significant volumes of adfraud subsequently discovered.

New era tools with post bid javascript tags get the job done.

Brands wanting to benchmark their campaign results can now do so.

1. Online Advertising Fraud now recognised as a significant issue $0.36c of each invested $ reaches intended audiences Assn of National Advertisers

2. What is Digital Ad Fraud ? Analysis shows significant levels of ‘bot’ and criminal activity designed to load ad impressions “any technology or technique used to increase ad impressions and conversions for profit, but not deliver what advertisers thought they were paying for” Not geographic – is a platform / publisher issue

3. Categories of Digital Ad Fraud Expanding the definition to include fraud in major digital buckets Source: FouAnalytics Impression Fraud (CPM) Fraud Marketers buy ad impressions on a cost-per-thousand (CPM) basis, includes mobile display & video ads Click Fraud (CPC) Fraud Marketers buy ads based on desired action - like cost per click (CPC), includes mobiles & search ads Lead Fraud (CPL) Fraud Marketers pay for leads on a cost per lead (CPL) basis, but leads entirely faked by bots completing lead forms Affiliate Fraud (CPA) Fraud Marketers pay for “performance” - a share of revenue on successful transactions, but false claims on sales

4. When did the World sit up and take notice ?? $0.36c of each invested $ reaches intended audiences Assn of National Advertisers

5. Our Analytical Process We track the lifetime events for every creative asset, and / or the resultant effect on websites from marketing activity and, crucially Provides information (supply chain independent) from log level data enabling optimisation strategies

6. New analytics = new answers / insights Fraud is not all about bots – industry legacy It is about all the variables affecting whether your ads were shown and viewed to human beings in a brand safe environment Impressions bought to delivered Viewability – served, rendered, ad stacking, pixel stuffing, ad rotating, in active tab, MFAs Brand safety (not contextual) - exact page where ads are loaded Frequency capping, Geo-targeting, Mobile apps, Connected TV, forced redirects, bought traffic, pop-unders, pop-ups

7. FouAnalytics Dr Augustine Fou (NYC) 27 years as a digital marketer Last 11 years as ad fraud and ‘inefficiency’ investigator Proprietary ‘new era’ analytics

8. The Key to a successful campaign Optimize for Humans

9. How do we track these creative assets ? In Ad Tags ( Programmatic ) We insert the tag into the DSP The tag fires once the Ad has been served in the AD frame Landing Page Tags ( For Paid and Search where tags are not allowed The tag is placed on the clients landing page ( either always on page or a specific campaign page ) Quality of traffic( human vs non-human ) is determined

10. Free POC ( Proof of Concept ) We will provide a free no obligation trial The outputs will include a risk rating % of the impressions / traffic (Good & Bad) We will provide Java Script tags Programmatic tag for in ad Landin page tag ( just like Google Analytics The In Ad will be deployed by your agency via the Ad Server or DSP The LP tag will be deployed just like in Google Analytics Will provide highlites withing a week and a good summary after 2 to 3 weeks .

11. Dashboard and relevant Data shared during the POC

12. Typical data set found during early week ? Source: FouAnalytics

13. Actual Campaign Results $1.1m over 6 weeks with 14% human viewers NOTE: Fraud is a platform issue, not a geographic one

14. Analytics technology overview Javascript tags with full supporting details to enable troubleshooting Ads & Landing pages Over 400 variables(no PPI) through browsers Rule sets determine classification Human (3 flags), likely human (2 flags) Bots (3 flags). likely bot (2 flags) Invalid Traffic (IVT) Declared bots Tags follow the ads for qlty and qty Called by, served, platform, rendered, ad stacking, pixel stuffing, playing, sound-on, clicking device, scroll, mouse events, viewability

15. POC Completed / Onboard TSO TSO provides a comprehensive 3-month training programme ( please see slide 15 ) TSO provides comprehensive support service ( please see our SLA ) TSO requires a year long contract TSO payment terms : 50% at commencement of contact and 2 equal payments at 4 month intervals thereafter . TSO needs access to total number of annual impression and the average CPM of these impressions so as accurately determine the best rate for client.

16. In Depth Online Training Initial training programme available for up to 35 client / agency personal 3month programme where system usage basics and dashboards are clearly demonstrated. 1st 2 weeks business and working team familiarization with the need for, and general scope of the analytics platform. 2 nd weeks W orking team deep dive on a campaign-by campaign basis F ollowed by a further up to 3 months of optimization and fine tuning with report back / training meetings held fortnightly.

17. Contract 12 months contract Costs: our rate card is linked to a combination of impressions for in-ad, and lp traffic for on-site. The greater the volume, the better the rate. Typical breakdown for South Africa : In ad : $0.20c cpm capped at 5% of spend Linked Campaign LP 3% of total spend Always on LP 1st 2R% of total spend familiarization

18. Analytics 1. Digital ad fraud and beyond – look for, and beyond IVT (invalid traffic) for other forms of digital ad fraud, to better optimize campaigns. 2. Viewability - checks that viewability readings are accurate by preventing fraudsters from tampering with the measurement. 3. Brand Safety - provides itemized details of brand safety issues so advertiser can verify for themselves and avoid blocking good contexts. 4. Carbon Emissions Footprint - Advertisers can determine exactly how to reduce the carbon emissions from their programmatic ad buying.

19. Campaign after 6 -12 months of optimisation Source: FouAnalytics

20. In Summary Meaningful optimisation opportunities Campaign delivery quality is a significant issue - 5% to 86% of campaign impressions Programmatic primarily but not exclusively Platform, not location dependent Newly available analytics tools Mitigation iteratively reduces fraud and optimises for better ROI / iROI Trial against a live campaign