AGENDA

01 What is Verification

02 Transparency

03 Ad Fraud

04 Brand Safety

05 Viewability

06 Key Takeaways

07 DV Innovation

About DV

• DoubleVerify is the leading provider of marketing measurement software, data and

analytics.

• DV authenticates the quality and effectiveness of digital media for the world's

largest brands and media platforms.

• Industry-accredited solutions in brand safety, fraud, and viewability – across

screens and formats.

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DV is powering the new standard of marketing

performance, giving advertisers clarity and

confidence in their digital investment.

Fully viewed, by a real person, in a brand safe environment, in the right geo

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• Verification (also known as Media Authentication) includes the following service areas

• Brand Safety Protection and In-Geo Validation

• Fraud Protection

• Viewability Measurement

• DoubleVerify started the verification industry in 2008.

• There are only 3 companies today operating in the verification space that provide services for all

three areas.

What Is Verification (VVF)?

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Supply Chain Transparency is aTop Concern Among Marketers

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Google’s Brand Safety Crusade Hits

Setback as Mars Pulls YouTube

Advertising”

Transparency and Accountability are Top of Mind

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“Cisco Pulls Ads from

YouTube for ‘Brand Safety’”

“P&G Slashes Digital Ads By

$140M Over Brand Safety.

Sales Rise Anyway”

“Unilever Tells Facebook and Google to Clean Up Online

‘Swamp’ or it Will Pull Ads”

“Brand Safety Concerns Come to

Twitter as Ads Run on Profiles

Selling Illegal Drugs”

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Source: eMarketer, Agency Pros Say Fraud Is Biggest Threat to Their Budgets February 22, 2019

More Than Half of Marketers Worry About Transparency

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60%Of Brand Professionals

63%Of Agency Professional

Concerned over an overall lack of media quality transparency

Billions of Dollars are Lostto Ad Fraud

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Source: eMarketer, Agency Pros Say Fraud Is Biggest Threat to Their Budgets February 22, 2019

Advertiser Concerned About Fraud Impact

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View fraudulent impressions as a threat to digital budgets in 2019

53%Of Brand Professionals

63%Of Agency Professionals

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FRAUD CHALLENGEFraud Is Not Decreasing

…It Is Evolving In Plain Sight

$8.2BEst. Ad Dollars Lost to Fraud Annually (IAB)

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Mobile App Ad Fraud is One of The FastestIncreasing Fraud Types

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800%Increase in app fraud rate in

last 6 months

1.6Xmore fraudulent mobile apps were identified in

2018 than 2017

2/3of new fraud apps were games, tools or utilities

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Different Types of Fraud

Bot Fraud

Site Fraud

Adware/Malware

App Fraud

Emulator Devices

Hijacked Devices

Injected Ads

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Data CenterFraud

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FRAUD

SCHEME

Botnet discovered after the company saw a 40%

spike in traffic from CTV devices.

• The botnet spoofed real publisher URLs in

order to generate fraudulent impressions.

• The bot sent false signals that tell the ad

server that it is a CTV device.

• This was the first direct, scaled botnet attack

that DV has flagged in the CTV environment.

Constantly Evolving Threat: CTV Fraud Scheme

Fraud In ActionExamples of How Fraud is Perpetrated

Brand Misalignment Challenges Consumer Sentiment

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TAG Definition:

The term “Brand Safety” describes the controls that companies

in the digital advertising supply chain employ to protect brands

against negative impacts to the brand’s consumer reputation

associated with specific types of content and/or related loss of

return on investment.

What Brand Safety Means Today

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What is Anat idaephobia?There are some phobias out there that may seem humorous at first, but for those who suffer from them on a daily basis, they are no laughing matter. Such is the case with anatidaephobia. Anatidaephobia is the fear that at any point, somewhere in the world, a duck or goose may be watching the person who is suffering from the phobia.

The person is not necessarily afraid that the duck or goose will attack them or even touch them. They only fear that the animal is

Anatidaephobia - The Fear That You are Being Watched by a Duck

Brand Safety and Suitability May Differ by Brand

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Top Brand Safety Concerns Have Evolved in The Last 5 Years

2. Spam

1. Malware

3. Adult Content

1. Adult Content

2. Extreme Violence

3. Hate Speech

2013 2018

Source: DoubleVerify, Global Insights Report 2018, June 2018

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Consumers Are More Sensitive To The Content Ads Run Near

Nearly

7 in 10 worry about false information or fake

news being used as a weapon*

”Rise of Consumer Activism Spells New Risks for

Brands: Here’s What You Can Do Now”

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Delivering ads adjacent to risky content is a strong

threat to digital ad budgets in 2019

eMarketer Jan 2019

58%Of CMOs have increased

spend on brand safe

channels

47%Of Brand Professionals

61%Of Agency Professional

Brand Reputation is at Stake

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2222

New Issues Arise Every Day

Viewability Remains a Top Priority

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Source: eMarketer, Agency Pros Say Fraud Is Biggest Threat to Their Budgets February 22, 2019

Advertiser Concerned About Viewable Ads

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View nonviewable impressions as a threat to digital budgets in 2019

42%Of Brand Professionals

58%Of Agency Professionals

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Viewability Has Improved But Still A Long Way To Go

Source: DoubleVerify, Global Insights Report 2018, June 2018

59%Viewable

55%Viewable

US VideoUS Display

Half of media is

still out of view,

despite the IAB standard or 70% or higher

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CASE

STUDY Optimizing to a Single Variable

While viewability improved, they

also experienced increased

incidents of fraud and brand safety

issues AND over 50% of some

placements were out of geo.

Looking at a single metric

doesn’t work.

BEGINNING OF CAMPAIGN OPTIMIZING ON VIEWABLE RATE

Conversion Rate

0.049%

Authentic Rate

30%

58%

Not Viewable

42%

Viewable

18%

Not Brand

Safe

9%

Fraud

43%

Not Viewable57%

Viewable

28%

Not Brand Safe

21%

Fraud

Authentic Rate

33%

Conversion Rate

0.051%

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CASE

STUDY To Improve Quality, the Impression Should Meet All Criteria

59%

Viewable

41%

Not Viewable

OPTIMIZING ON MULITPLE METRICS

(VIEWABILITY, FRAUD AND BRAND SAFETY)

AUTHENTIC IMPRESSION®

Conversion

Rate

0.063%

Authentic

Rate

59%

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CASE

STUDY

Conversions Increased 28%By Optimizing on Authentic Impressions®

vConversion Rate

28%vAuthentic Rate

97%

DV Leads the Industry in Innovation

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End-to-end Brand Safety Protection Throughout the Media Transaction Gives Brands Greater Control

Superior Performance: Perfectly align pre- and

post-bid brand safety profiles across device.

Seamless Protection: Comprehensive protection

across website and app.

Streamlined Operations: Single set of controls,

deployed across buying platforms, regions and

campaigns.

Pre-bid

Targeting

Post-bid

Measurement

Authentic Brand Safety targeting

75+ Content Avoidance and Contextual Relevance Categories

Specialized Mobile App Controls

White/Black Lists

Keyword Avoidance

Custom Brand Category

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Let’s Build A Better Industry®

Advertiser Checklist

• Work with reputable partners and opt for premium inventory.

• Define what brand safety means for you and make sure your provider offers

customizable controls.

• Ensure protection throughout the transaction: pre-bid avoidance, post-bid monitoring

and blocking.

• Use insights to monitor campaigns in real-time.

• Leverage objective, third-party data providers.

• Work with a partner that offers protection against emerging fraud schemes and

provides coverage on new channels.

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Centralized Management Within DV Pinnacle

Pre-bid brand safety controls and logic are

centralized within the DV platform and

seamlessly deployed:

• Ensure global consistency across ALL DSPS,

campaigns and ad groups

• Traders manage a single profile per brand

• Speed up optimization

• Reduce manual error

• Update whitelists and blacklists in a single locationSingle Brand Safety Profile

Coming Soon

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