Due to multiple factors, there is enormous waste in display ad impressions -- e.g. impressions created by bots, ad not visible to the user, or ad blocked by user.

1. Augustine Fou- 1 -
100 million impressions
- 36% bogus impressions
Source: WSJ One-Third of Traffic is Bogus
64 million impressions
- 54%
not-in-view
Source: comScore June 2013
29 million impressions
- 23%
ad-blocked by user
Source: PageFair, August 2013
22 million impressions
$0.50 CPM
productive 4.5x higher effective cost

2. Augustine Fou- 2 -
Display Ad Global eCPM
Display ad CPMs are in the $0.10 - $0.80 range
Source: Turn, June 2013

3. Augustine Fou- 3 -
Dr. Augustine Fou – Agency Czar
“I advise clients on optimizing their
digital spend – first by ensuring that
waste is minimized or eliminated, then
by further optimizing based on
targeting, etc.”
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://www.clickz.com/author/1151/augustine-fou
Slideshares: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou

4. Augustine Fou- 4 -
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