Commercial relationships between clients and media agencies have fundamentally changed over the last few years, with advertisers demanding ever greater accountability and transparency in contracts and agency management of their funds. Through the compliance audits we conduct FirmDecisions have unfortunately discovered empirical evidence that some agencies are responding to this call for transparency by changing their operating models, often to the detriment of the client.

1. FirmDecisions
Integral Ad Science
Nick Morley, Managing Director EMEA

2. Questions brands need to think about
2
1 2 3
Are my ads
reaching real
people?
Do my ads
have the
chance to be
seen?
Are my ads
appearing in
the right
context?

3. VERIFICATION
Ad fraud Viewability Brand safety

4. Effective verification moving beyond pure measurement
Solving digital’s top challenges
4
Verify Optimize Activate
that every impression has the
opportunity to be effective
toward those opportunities to
consistently improve results
the impact on consumer action
and receptiveness, and how to
increase them

5. POSITIVE VALUENEGATIVE VALUE
0 100%
Impressionvolume
5
Non-viewable
Fraudulent
Unsafe

6. Effective verification
creates the
opportunity
for success.
6

7. POSITIVE VALUENEGATIVE VALUE
Let’s get back to focusing on this
0 100%
Impressionvolume
7

8. The financial case for better media quality
8
500,000,000 Impressions
-(41,500,000) Fraud (8.3%)
= 198,616,500
Total Effective Reach
-(19,883,500) Not Brand Safe (9.1%)
-(240,000,000) Out of view (48%)
@ £3CPM=£1,500,000
-(£124,500)
-(£720,000)
-(£59,650)
=£7.55 eCPM
Percentages based off H2 2017 Media Quality Benchmarks
218,500,000 Impressions

9. The financial case for better media quality
9
500,000,000 Impressions
-(6,000,000) Fraud (1.2%)
= 334,932,000 Total Effective Reach
(was 198,616,500)
-(4,068,000) Not Brand Safe (1.2%)
-(155,000,000) Out of view (31%)
@ £3CPM=£1,500,000
-(£18,000)
-(£465,000)
-(£12,204)
=£4.48 eCPM (was £7.55)
Percentages based off H2 2017 Media Quality Benchmarks
339,000,000 Impressions

10. Optimal Service Dynamic for most large brands
A collaborative approach
10
BRANDIASAGENCY

11. Unlocking value for Global brands
11
• Set objectives, align expectations
• Agree mutual rollout plan / timeline
• Ownership & stakeholders
(IAS, Brand, & Agency)
• Finalize structure of data and reports
(Global, Regional, Market-specific)
Planning & Onboarding Realizing Value
• Reoccurring cadence and touchpoints
• Global
• Regional
• Market
• Realize metrics – reporting and delivery
• Driving efficiency and effectiveness
• Global
• Regional
• Market

12. Successful deployments have dedicated client & agency stakeholders
12
BRAND
Business
Stakeholder
Helps to make key
decisions, provides
high-level oversight of
the activation and
ensures the right brand
and agency resources
BRAND
Global
Project
Manager
IAS’ main point of
contact during the
initial stages. Provide
local contacts & help to
determine product
deployment strategy
and set global KPIs
AGENCY
Regional
Agency
Lead
Main point of contact in
local markets for roll-
out and activation.
Report back regional
/market-level activation
progress
BRAND or
AGENCY
Data & Tech
Lead
Subject matter expert
for all tech-related.
Help navigate internal
data integration needs
along with IAS’
dedicated technical
support team

13. Major client account touchpoints
13
QBRs Hot desking Reporting
New hire
onboarding
Training
Alpha / Beta
test partner
Thought
leadership
Client advisory
boards

14. - How important is it to own & port underlying data?
- Do you want to tie verification data to other data sets?
- Examples: viewability impact on creatives & performance lift, Google ID changes
driving new attribution strategies
- What inhouse media buying/planning, data/analytics capability do you have ?
- Are you building an inhouse tech stack?
Things to consider

15. - Leverage existing agency MSA, transactional model, limited brand interaction
- Direct client MSA, Agency billing, significant agency & brand interaction
- Direct client MSA, Direct client billing, significant agency & brand interaction
- Direct client MSA & Billing, inhouse brand service model
Typical Contractual models & engagement w/brands

16. Thanks!
nmorley@integralads.com