understanding iq: thinking beyond bots - iab italia · ad fraud & website traffic validation #3...
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UNDERSTANDING IQ: THINKING BEYOND BOTS
Cristian Coccia, Regional Director, Southern Europe, PubMatic
November 13, 2018
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A SHIFT TO QUALITY
ADWEEK 9 March 2018 Programmatic
Advertising Failed to Meet Expectations
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CHALLENGES AROUND ADVERTISING QUALITY
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THESE CONCERNS HINDER CONTINUED GROWTH OF PROGRAMMATIC
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#1Media buying
transparency &
accountability
#2Ad fraud & website
traffic validation
#3Ad misplacement
REASONS THAT SENIOR MARKETERS WORLDWIDE DON’T
PROGRAMMATICALLY BUY DIGITAL DISPLAY ADS
Source: CMP Council and Dow Jones, “Brand Protection from Digital Content Infection,” Seot 2017
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MYTHS ABOUT QUALITY IN DIGITAL ADVERTISING
QUALITY IS A
100% SOLVABLE
PROBLEM
FRAUD
DETECTION TECH
ALONE WILL
PROTECT ME
RISK ACROSS
EVERY SSP IS
THE SAME
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UNDERSTANDING INVENTORY QUALITY: THINKING BEYOND BOTS
NON-HUMAN
TRAFFIC
LOW-VALUE
HUMAN TRAFFIC
PRACTICES THAT
DECEIVE &
OBFUSCATE
MOBILE IN-APP
INVENTORY QUALITY
NON-HUMAN TRAFFIC
HOW NON-HUMAN TRAFFIC WORKS
* Source: TAG Fraud Benchmark Study, December 2017
STEP 1:
SETUP
▪ Botnet Setup
▪ Cloud-Based
Setup
STEP 2:
REFINE
Build cookie
profiles to
mirror
coveted
consumers
STEP 3:
MONETIZE
Sell bot
impressions in
programmatic
auctions
12%+Average IVT
rate in the US* (display and video)
<2%IVT rate for
premium pubs (PubMatic Data)
$6.5BBrand loss
due to IVT
in 2017*
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LOW-VALUE HUMAN TRAFFIC
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HOW IT WORKS
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CLICK BAIT
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TRANSIT HUBS
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FAKE AUTHORS
TRUST APPROACH TO SITE REVIEWS:PRIVACY REGISTRATON
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LEVERAGING ‘TRUST SCORES’
CHARACTERISTICS
OF LOW TRUST SITES
▪ Fast ramp up in traffic to the
domain
▪ Lack of originality of content
▪ No ability to determine who
operates the domains.
▪ Domain registration hidden
behind privacy proxies
▪ No strong back-link profile.
▪ Lack of an organic audience
60
75
58
41
46
36
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HIG
H T
RU
ST
LO
W T
RU
ST
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ADS.TXT
AUTHORIZED UNDECLAREDUNAUTHORIZED
?
Supply partners
CAN monetise this
inventory on our
platform
Supply partners
CANNOT monetise
this inventory on our
platform
Continue to
monetise but work to
ensure ads.txt
implementation
ADS.TXT FILEPRESENT
NO ADS.TXTFILE
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PUBMATIC’S APPROACH
▪ PARTNERSHIPS: PubMatic partners with various MRC-
accredited inventory quality vendors for brand-safety
checks and inventory screening across multiple formats
and platforms
▪ IQ TEAM: We have a dedicated team that reviews all fraud reports, and
investigates all fraud complaints
▪ MITIGATION: If fraud is detected on our platform, demand partners don’t
have to pay for it
▪ ACCREDITATION: by leading fraud certification companies
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BEST PRACTICES TO PROMOTE QUALITY
RECOMMEND TO PUBLISHERS RECOMMEND TO BUYERS
✓ Partner with accredited vendors to
reduce risk (i.e. TAG)
✓ Recognize the importance of content
and audience
✓ Know where your ads are running
✓ Don’t pay for fraud
✓ Incorporate third-party fraud
detection
✓ Focus on building a loyal audience
✓ Build out IQ policies and practices
✓ Promote transparency across your
business
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FINAL ADVICE
▪ Think quality not just revenue
▪ IQ not just about fraud/bot traffic
▪ It’s fine to be paranoid
▪ Download our White Paper from www.pubmatic.com
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FINAL ADVICE
§ Think quality not just revenue
§ IQ not just about fraud/bot traffic
§ It’s fine to be paranoid
§ Download our White Paper from www.pubmatic.com
THANK YOU & QUESTIONS