After the most egregious forms of ad fraud and waste are eliminated, advertisers can move on to improving targeting and other forms of optimization -- to increase the ROI of their display ads.

1. Optimizing Targeting
of Display Ads
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
March 2014
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Augustine Fou

2. Optimize Targeting
“Once blacklists and whitelists help to
eliminate the most egregious ‘bad guy’
sites from carrying an advertiser’s
ads, then further optimization can
take place – like viewability, ad
prominence, audience targeting, etc.”
-- Dr. Augustine Fou
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Augustine Fou

3. Prioritization Pyramid
START at the bottom, low hanging fruit at bottom
30%
40%
30%
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targeting
optimization
improvement
delivery
viewability
bots /not seen by humans
waste
reduction
Augustine Fou

4. Next Area of Improvement
After waste is reduced, then advertisers can further optimize delivery
25% On-Target Delivery
(Nielsen)
82% Ignored (not relevant)
(Harris Interactive)
54% Not In View (not seen)
(comScore)
23% Ad Blocked (wasn’t shown)
(PageFair)
24 – 29% confirmed bot
(Solve Media)
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Augustine Fou

5. Display Ads
Ad Prominence – ads next to competitors or multiple of same ad on page
7% of ads are adjacent to a competitor
15% are multiple ads on same page
Source: DoubleVerify
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Augustine Fou

6. Display Ads
Impression delivery – whether ads are delivered to intended target/device
Source: DoubleVerify
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Augustine Fou

7. Display Ads
Viewability – whether ads were displayed in a viewable position
Source: DoubleVerify
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Augustine Fou

8. Display Ads
Brand safety – whether ad was served on a brand-appropriate site
Over 7% of impressions are served on
pages that are harmful to a brand
advertiser
Source: DoubleVerify
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Augustine Fou

9. Display Ads
Fraud protection – whether ads are served on fraudulent sites
Nearly 90% of fraud appears in the
Transparency Gap of programmatic
buying.
Source: DoubleVerify
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Augustine Fou

10. Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. One
main area of focus is reducing ad waste
due to fraud – fake impressions, clicks,
leads, and sales.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou

11. Related Articles
ROI Case for Solving Ad Fraud
By: Augustine Fou January 2014
Fake YouTube Videos
By: Augustine Fou, December 2013
Digital Ad Fraud Briefing
By: Augustine Fou December 2013
Motive and Opportunity for Ad Fraud
By: Augustine Fou, February 2014
How Display Fraud Works
By: Augustine Fou, May 2013
Fake Facebook Profiles
By: Augustine Fou, Dec 2013
How Click Fraud Works
By: Augustine Fou, November 2013
Fake Twitter Accounts
By: Augustine Fou, August 2013
The Magnitude of Digital Ad Fraud
By: Augustine Fou, November 2013
Display Fraud 101 (video)
By: Augustine Fou, Feb 2014
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Augustine Fou