John Wyllie What’s Your Cost Per Impression (Really) Telling You? By Raymond Sandy Kartopawiro Sr. Marketing Intelligence Consultant, Internet Advantage

1. #agilitytour
What’s Your Cost Per
Impression (Really)
Telling You?
Presented
by
Raymond
Sandy
Kartopawiro
Sr.
Marke7ng
Intelligence
Consultant,
Internet
Advantage

2. #agilitytour
Introduc@on
2
Business
consultant
@
Comscore
6+
years
digital
experience

3. #agilitytour
Main Topic
Key
Ques:on
What’s
your
cost
per
impression
really
telling
you?
• Brand
safe?
• %
viewable?
• %
hiDng
target?
• %
non
human
?
How
can
publishers
and
adver:ser
get
more
business
value
out
of
display
metrics?
3

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Agenda
• What
have
we
learned
so
far?
• How
can
transparceny
create
more
business
value?
• What
are
the
benefits
for
your
data
management
plaGorm?

5. #agilitytour
WHAT HAVE WE LEARNED SO FAR?
YOU
DON’T
WANT
TO
MISS
IT

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What Have We Learned So Far?

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What Have We Learned So Far?
Why?
• No
significant
correla7on
between
clicks
and
sales
liL
• Despite
very
low
CTRs
display
ads
are
able
to
liL
key
behavioral
metrics
• Site
visita7on
• Number
of
branded
searches
• Online/Offline
sales
7

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What Have We Learned So Far?

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What Have We Learned So Far?
Why?
• 28%
of
Internet
users
in
Europe
delete
their
first
party
cookies
an
average
of
4
7mes
a
month.
• 37%
of
Internet
users
in
Europe
delete
their
third
party
cookies
an
average
of
6
7mes
a
month

10. #agilitytour
What Have We Learned So Far?

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HOW CAN TRANSPARCENY CREATE MORE BUSINESS
VALUE?
YOU
REALLY
DON’T
WANT
TO
MISS
IT

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How Can Transparency Create More Business Value?
Going
beyond
viewability

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How Can Transparency Create More Business Value?
• How
ad
valida7on
leads
to
in
flight
analysis.
13

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How Can Transparency Create More Business Value?
• Result
of
ad
valida7on
14

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How Can Transparency Create More Business Value?
Going
beyond
viewability
Mone7ze
on
ad
dura7on

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How Can Transparency Create More Business Value?
38%
62%
Source:h]ps://www.exchangewire.com/blog/2015/10/15/uk-­‐ad-­‐spend-­‐growth-­‐forecast-­‐cut-­‐to-­‐3-­‐7-­‐ad-­‐viewability-­‐in-­‐uk-­‐rises-­‐above-­‐50/

17. #agilitytour
How Can Transparency Create More Business Value?

18. #agilitytour
18
Comscore
gives
the
Danish
Publisher
the
ability
to
calculate
and
charge
on
screen
:me
by
the
second!
How Can Transparency Create More Business Value?

19. #agilitytour
Content
effec:veness
Cookie
segmenta:on
How Can Transparency Create More Business Value?

20. #agilitytour
How Can Transparency Create More Business Value?
Benefits
of
mone:zing
ad
dura:on
• Transparent
business
model
towards
adver7sers
• More
marketable
premium
inventory
• Buy
inventory
based
on
minimum
ad
exposure
• Retarget
users
based
on
minimum
ad
exposure