Programmatic buying: avoid fraud and boost campaign viewability owing to the Alenty application inside Appnexus

1. Alenty
Leader in ad-viewability measurement

2. Who is Alenty ?
French company, Paris based, leader in ad visibility
measurement and optimisation
…since 2008
…in France, UK, Germany and the USA
…we measure Billions of impressions
…in most markets
…we focus solely on visibility
2

3. Why viewability?
This is not a specialist subject anymore: standardisation
is coming from the US (1s, 50% of surface): Viewed CPM
will replace CPM…
Viewability will become a currency if almost 100% of the
inventory is measured
To tackle the inefficiency of the media (30% of the
inventory of campaigns is not seen at all)
…and therefore makes this media as attractive as TV in
order to shift branding advertising budgets…
…and/or optimize conversion for direct response
campaign
3

4. Why choose Alenty ?
The most advanced technology with a measurement
rate (success rate) above 90%
• All browsers
• All OS
• All Formats
• All adserver/DSP (generic Javascript)
• All type of Iframes: solutions for IE, Firefox and
Chrome
MRC certification process (end Q2 2013)
4

5. 5
A generic Javascript
(census measurement)

6. Buying efficiencies
Trading Desks
Bid for efficient impressions
on Ad Exchanges
What for ?
6
V.CPM
negociation & control
V.CPM
optimization
Premium pack
positioning

7. Some key figures

8. How many impressions are seen ?
8
Viewable impressions
50% surface during 1s or more
Viewability ratio
Premium: 75%
Ad-exchange: 50%

9. Trading desk Media agency
Media buyingRTB: Audience buying
9Confidential - Copyright 2011
A 2 in 1 solution for media buying and RTB

10. Alenty – Appnexus App
Campaign viewability optimization

11. 11
An actionable solution to boost viewability
up to 50%
Simple set-up
Simple reporting
Actionable data

12. 12
An easy set up

13. 13
Simple & readable reporting by
creative/domain updated daily

14. 14
Actionable data: export to black lists…

15. 15
Viewability optimization
Export to black list at placement level
Just copy & paste in Appenexus black lists
placements with poor viewability ratio
End of Q2 2013, this manual process
will be completely automitized

16. 16
Check campaign viewability trend

17. 17
Alenty agregated prebid
vs syndicated URL Prebid
Alenty : Proprietary “agregated” prebid at placement level
• Same efficiency around 5 x cheaper (no server costs)
• Your data belong to you and only to you
• Automatic Prebid black lists based on your previous campaigns
• Feasible on Appnexus today. Turn? Mediamath?Invite
Syndicated URL prebid
• Might be more accurate (no evidence yet)
• Based on the others measurement
• Big clients contribute to smaller ones
• Nobody is incentived to measure
• Harder to renew the data
• High price due to high server costs

18. Alenty Appnexus App
To go beyond Viewability…

19. Branding campaigns: duration is key…
19
Source: Temporis Digital (Canal Plus, Mediamento, Alenty)
Ad not seen Ad seen a few seconds Ad seen more than 10
seconds
“If you do not see the message you will never remember it !”
Recall score uplift

20. ...and the message needs to be « efficiently »
repeated several times
Effective frequency
Recall score
Best recall score obtained with a 4- impression repetition
20Confidential - Copyright 2011

21. Ad-ViPer for Infectious Media – November 2012 21Extract from Infectious Media RTB Insight Report Summer 2012
« Efficient » frequency has also an impact on
direct response campaign !

22. You can therefore take into account
ad-exposure duration…

23. How many impressions are seen efficiently ?
23
Efficient impressions
75% surface during 10s or more
Efficiency ratio
Premium: 40%
Ad-exchange: <30%

24. 24
Just set up a new threshold
to take into account ad exposure duration
If your message last 10 s…. It will be more efficient if actually seen 10 s !

25. …And also improve viewable/efficient
frequency

26. 26
Set up a call to a segment to dynamically pilot
efficient/viewable frequency
Segment can be created based
on viewability and or « efficiency » to boost viewable or efficient frequency

27. 27
A flexible & global solution
to boost campaigns performance
Adpace
Optimization
Contacts
frequency optimization
Today:
<50% impressions seen
<10% contacts ideally repeated (3+)
Inventory cleanup:
Boost Viewable impressions
Pilot V-CPM
Exposed contacts:
Reduce Fraud (Robot exclusion)
Boost viewable frequency
Maximized impact:
Branding,
Conversions, clicks…
Boost frequency of efficient impressions,
Campaign optimization
Boost efficient impressions
Pilot Eff-CPM

28. Main Contacts
UK country manager
Eric Merceron
Phone : +44 07892 877 051
Mail : Eric.merceron@alenty.com
COO
Frank Durousset
Phone : +33 6 76 80 37 69
Mail : fdurousset@alenty.com
North America Manager
André Talliercio
Phone: 1-646-504-9414:
Mail andre.talliercio@alenty.com
CEO
Laurent Nicolas
Phone : +33 1 77 37 27 65
Mail : Laurent.nicolas@alenty.com
28
Germany country manager
Milan Dolinar
Phone : ++49 176 633 10582
Mail : milan.dolinar@alenty.com
Web : www.alenty.com
Ad Ops Director
Kevin Arnoult
Phone : +33 1 42 00 94 86
Mail : Kevin.arnoult@alenty.com