Viewable, human, brand safe impressions and their role in the future of programmatic

© comScore, Inc. Proprietary.


What is content verification ?

Useful in isolation – only a real SOLUTION when combined

AUDIENCE REACH VIEWABILITY BRAND SAFETY FRAUD DETECTION


So what is a Verified Impression?

Could it have been seen,

by human eyes,

in an environment that’s

right for my brand?

© comScore, Inc. Proprietary. 4

Accurate measurement of unduplicated

impressions that are:

viewable

in-geography

brand safe

human

in-target

This is the clean number of impressions with the

opportunity to have an impact on your audience

Validated inventory has to be the ultimate goal

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary. 5

INVALID TRAFFIC (FORMERLY NHT, FRAUD, BOTS ETC.)


A global issue for both media buyers and sellers

The IAB recognizes that 36% of

online traffic is invalid

AppNexus a first-mover by

filtering for fraud

http://www.wsj.com/articles/SB10001424052702304026304579453253860786362

http://digiday.com/agencies/appnexus-filters-65-percent-impressions-fraudulent/


63,65%

90,34%

27,14%

9,49% 9,21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Non-premium sites Premium sites

>25%

5-25%

<5%

% NHT/IVT

Non-Human / Invalid Traffic varies by type of site


Download the full presentation below

http://www.comscore.com/Insights/Presentations-and-Whitepapers/2015/Viewable-human-brand-safe-impressions-and-their-role-in-the-future-of-programmatic?ns_campaign=comscore_general&ns_mchannel=sp&ns_source=SlideShare_LinkedIn&ns_linkname=text_url&ns_fee=0

Marketing

Viewable, human, brand safe impressions and their role in the future of programmatic