âAd Fraud in Digital Displayâ ... solutions for advertising campaigns at the ..... Hub'Scan Inc., is the creator of
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CONTENT
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QUALITY INVENTORY
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ACQUIRE: DATA CENTRALIZATION
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ANALYZE: TRACKING AND QUALITY CONTROL
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ACTIVATE: COLLABORATION WITH CLIENTS & MEDIA OWNERS
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META QUALITY BAROMETER
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TECHNOLOGY PARTNERS
META QUALITY
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QUALITY INVENTORY
QUALITY CONTROL With this in mind, Artemis Alliance, the global data-driven capacity of Havas Group, is committed to improving media inventory and campaign quality, while combatting activities that jeopardize our industry. Artemis Alliance enables higher levels of
TOP CONCERN
TOP CONCERN
33%
44%
42%
BUYERS
SUPPLIERS
OF ALL IMPRESSIONS SERVED
AD VIEWABILITY GREAT CONCERN
GREAT CONCERN
21%
15%
BUYERS
SUPPLIERS
eMarketer “Ad Fraud in Digital Display” study (April 2015)
CONTEXT
8%
NON-HUMAN TRAFFIC COST
$6.3 BILLION
DISPLAYED IN A POTENTIALLY DAMAGING CONTEXT
THIS YEAR
Adledge worldwide study (first quarter 2015)
White Ops “The Bot Baseline: Fraud in Digital Advertising” study (December 2014)
THESE FIGURES ARE SHOCKING.
1
ACQUIRE
VISIBLE
Centralization of all data within existing data capacity
2
ANALYZE
AD FRAUD
OUR APPROACH IS BASED ON THREE KEY COMPONENTS
Support of adops hubs dedicated to campaign control through traffic, tracking and tools
3
ACTIVATE
Today, confidence in data authenticity has become a critical issue. We must improve media inventory, campaign quality and data integrity. Quality inventory is essential to our business.
quality control, both internally across our entities, and externally with technology and media companies. This process reassures clients that every step is being made to deliver effective, high-quality, data-driven media campaigns.
Implementation of new tools for better collaboration with technology partners, media companies and clients
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ACQUIRE: DATA CENTRALIZATION For over 14 years, Havas Group has been systematically collecting all data relevant to its clients’ campaigns within the Artemis Alliance platform. Every year, more than 300 billion touchpoints are analyzed. With trained specialists present in all local offices, Artemis Alliance allows all Havas Group agencies to benefit from the best technological innovations as well as highest quality inventory from its partners. Solutions offered range from basic data management capabilities such as data integration and automated reports, to predictive analysis and modeling.
PEOPLE
PROCESS
ENGAGEMENT EXECUTION DECISIONING INSIGHT
TECHNOLOGY AND STRUCTURE Artemis Alliance uses Greenplum EMC’s Massive Parallel Processing (MPP) database technology. Integrated within our IT infrastructure and hosted in Madrid, Artemis Alliance counts 36 servers with 8 terabytes of RAM dedicated to the production environment. A high level of accessibility is guaranteed by a 10 gigabyte redundant interconnect cluster.
640
32
SEGMENT INSTANCES
SEGMENT SERVER NODES
1 PETABYTE
WHO? WHAT? HOW? WHERE? WHEN? PLATFORMS
PARTNERS
BILLION
480
BILLION
ROWS ADDED EVERY DAY
ROWS IN THE BIGGEST FACT TABLE
STORAGE CAPACITY
INTEGRATION AND MEDIA PARTNERS AD SERVING
Every year, more than 300 billion touchpoints are analyzed.
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DSP
SITE ANALYTICS
RICH MEDIA
VISIBILITY & VERIFICATION
PANEL & BENCHMARKING
adledge SOCIAL
SEM
AD-HOC
Artemis Alliance integrates all main delivery solutions for advertising campaigns at the most granular level (advertising event) (DoubleClick, Sizmek, Atlas Solutions, Weborama Campaign Manager, FlashTalking, Kenshoo, Marin, MediaMath, AppNexus, DBM, SocialMoov, StrikeAd, Adap.tv) and provides structured access to complementary data sources such as Google Analytics, Adobe Analytics, Adgooroo, Exelate, Comscore, Twitter, Facebook, YouTube or Sysomos.
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ISO 27001 Artemis Alliance has been awarded ISO27001 certification by Bureau Veritas, global leader in Testing, Inspection and Certification (TIC). This certification ensures Havas clients, technology partners and media owners a proper, secure and respectful use of data for marketing, communication and business results. This certification illustrates the commitment and rigor placed on data security and data integrity, and recognizes the ability of Havas to
preserve the confidentiality, value and availability of proprietary, consumer, client, third-party and open data. The ISO27001 certification received now guarantees: • Access to data is controlled (each user has a specific perimeter that is enforced virtually via software and physically via secure access to the data center), • D ata is safe against copy, transfer or destruction (no risk that data be lost or stolen), and • Integrity of data is preserved (no updates or treatment of data will render it incoherent).
It is exceptional to have a technical team that is so well advanced in data and risk management systems at a communications company.
This also means that client data as well as data sourced from technology partners and media owners managed through Artemis Alliance will respect conformity with ISO27001 certification. Used by all Havas entities and open to all Havas clients, Artemis Alliance provides a technical solution to data security and integrity. This unique structure allows clients to better optimize the use of their data across their campaigns with full confidence.
Ali Dincmen, Director Business Development International & Lead Auditor ISO27001, Bureau Veritas “We were impress ed with the Artemis Alliance approach to data security. It is exceptional to have a technical team that is so well advanced in data and risk management systems at a communications company. ”
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ANALYZE: TRACKING AND QUALITY CONTROL Campaign management, tracking and feedback are essential in order to correctly evaluate performance and optimize targeting, ROI and audience planning. Therefore, Artemis Alliance has three global adops hubs that guarantee quality control over all Havas Group media campaigns. Traffic, tracking and tools specialists are at the core of Artemis Alliance operations.
DATA SOLUTIONS
Located in the Americas (Bogota), EMEA (Paris) and soon APAC (Shanghai in Q2 2015), these specialists are continuously monitoring, streamlining and auditing operations.
USER SUPPORT
DATA PLATFORM
AMERICAS HUB
EMEA HUB
APAC HUB
Artemis Alliance teams work exclusively to guarantee the quality and safety of our campaigns, and coordinate their efforts with all our operational teams, technology partners, media companies and clients. These processes allow us to guarantee that data is collected under the best conditions, across five key areas.
COMPLIANCE Matching impressions against purchased media Artemis Alliance rates media owners’ compliance with campaign directives. A campaign is compliant if it delivered against promise (purchased versus delivered media) and if it meets technical qualifications (specifications and requirements). To ensure that published inventory matches purchased inventory, Artemis Alliance has implemented quality control solutions and processes implemented from the very beginning of the media trading process. Throughout the campaign process, measurement data regarding performance is collected on media sites as well as client sites. Artemis Alliance constantly audits both tagging systems (with partner Hub’Scan) and creative work provided for each campaign (with partner ClarityAd).
Louis-David Mangin, Co-Founder & CEO, ClarityAd “Using real-time creative verification software, Artemis Alliance ensures compliance on the time sensitive and error-prone quality control process. Our software is 10x faster at verifying creative, which significantly increases the speed to get approved creative for campaigns live, while simultaneously decreasing the number of campaigns delayed due to broken or non-compliant creative.”
Artemis Alliance ensures compliance.
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EXPERIENCE User experience verification A campaign’s success is only partly based on audience planning, targeting and creative work; user experience and user interaction also plays an essential role in results. Artemis Alliance takes into account all conditions under which a message is distributed, in particular how long it takes for pages and ads to load for users (with partner Catchpoint), as well as where the ads are located on the page.
John Barber, Global Digital Strategist, Havas Media Group UK “User experience verification provided great value to us during a worldwide automotive campaign. We were able to track website performance and its impact on user interactions, one of our KPIs. It also allowed our client to optimize campaign experience through the evaluation of campaign site availability in each market and the rapid resolution of any accessibility issues.”
IMPACT Viewability and performance auditing Artemis Alliance has set up tracking tools that allow the correlation between performance (in particular in terms of audience) and viewability of media campaigns, to gauge the impact of media campaigns. Automatic and personalized tracking for each advertiser and for each action allows Artemis Alliance to rate each campaign.
Nathalie Le Borgne, President, Adledge “Ad verification answers two fundamentals questions for marketers: 1) Where was my ad really displayed and in which context? 2) Was my ad visible? We can give precise measurements about the visibility of campaigns, their geography and their context, and allow marketers to use this data to improve the quality of digital campaigns.”
These ratings allow us to assess required ad impact in relation to the strategies for trading, distribution and optimization.
adledge
Havas is constantly investing on how to optimize and deliver great user experience.
Mehdi Daoudi, CEO & Co-Founder, Catchpoint Systems “Performance is paramount to any business, and Havas has been a leader in this space. Over the past 3 years, we have seen first hand how they have taken performance, speed, availability and reliability to the next stage. Havas is constantly investing on how to optimize and deliver great user experience.”
We can give precise measurements about the visibility of campaigns.
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CONTEXT
Nathalie Bajeux, ConneXion Manager, Havas Media Group
Media content and brand safety Brand safety allows us to control the quality of the environment in which campaigns are distributed. This guarantees that ads representing a certain brand do not appear in online environments that could damage that brand, including biased content and content that is inappropriate to brand values. Brand safety services are codes inserted in campaign tags which allow us to protect a brand’s image, quantify the number of blocked impressions (undesirable context), and identify the context where these impressions were delivered (with partners Adledge, Peer39).
“We have succeeded in accelerating the programmatic transition of online video investments for a client in the home improvement sector. The reach of our campaigns has been greatly optimized and the costs greatly diminished, and the efficiency of campaign management has improved thanks to the implementation of a KPI mixing CPM and viewability rate.”
Artemis Alliance has access to many ways of reinforcing and increasing these methods of control: blacklisting, continuous updates to blacklists, independent ad-verification tools, ad-swapping (masking an ad in real time with a blank space) and double-checking exclusion lists.
The reach of our campaigns has been greatly optimized.
TRAFFIC Securing campaign distribution To combat the rise of illegitimate Internet traffic worldwide, Artemis Alliance provides teams with both manual and technological solutions. Media teams verify a campaign’s performance and identify all suspect URLs based on abnormal click-rates, coded URLs and pages without ads. Based on these tests, teams create benchmarks and share them in order to blacklist fraudulent sites immediately across 100% of all campaigns, regardless of the advertiser.
Michael Kaushansky, EVP, Chief Data Officer, Havas Media Group US “Online traffic verification is extremely important. It permits us to help the overall industry by providing actionable insights to allow partners and publishers to block and manage fraud; it enables us to optimize media spend and minimize the impact of dishonest practices; and it allows us to improve brand safety for our clients by blocking delivery to non-legitimate media.”
Artemis Alliance also works with several anti-fraud technology solutions to better protect our campaign results (Adledge, Peer39, Integral Ad Science, White Ops, etc). Fraudulent traffic is generated by programs that allow a computer to connect itself to the Internet automatically and, sometimes, click on advertisements.
With this approach, combining the creation of customized, proprietary tools and the technology leveraged through our relationships with partners through Artemis Alliance, we aim to provide automated “no flaw” campaigns in terms of Brand Safety, Viewability and Media Qualification.
We are always adapting our services and procedures to combat dishonest practices.
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ACTIVATE: COLLABORATION WITH CLIENTS & MEDIA OWNERS The final component in our approach to inventory optimization involves collaboration and exchange with Havas Group clients and media companies.
MEDIA OWNERS Artemis Alliance and media owners will collaborate on two major efforts: • The signature of a media quality charter that covers compliance, experience, impact, context and traffic. • The sharing of a Meta Quality Barometer, that allows Artemis Alliance and media owners to evaluate inventory across each media and network, based on a comprehensive rating system. Together, Artemis Alliance and media owners make a clear commitment to ensure the highest quality media pro-
ducts for clients. Leveraging its extensive experience in handling event level data, Artemis Alliance collects detailed and raw data from all of its technology partners. That data, at its most granular level, is used to build a unique and systematic “meta” media barometer that analyses and scores the quality of media inventory by industry, by market and by media owner. The inventory scores will help media owners improve outcomes and will allow Havas Group to not only optimize campaigns but also drive strategic planning as media owner scores will become a key criteria in media selection.
CLIENTS Artemis Alliance will provide clients with a solution that optimizes data value by creating a seamless data flow, connecting their information with best-inbreed tools. Clients will gain the ability to develop a comprehensive distribution strategy, delivering the appropriate cross-channel messages to the appropriate audiences.
That data, at its most granular level, is used to build a unique and systematic “meta” media barometer.
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META QUALITY BAROMETER
IMPACT IMPRESSSIONS IAB
88 TRAFFIC REAL USERS
90
INVESTMENT EFFICIENCY
USER EXPERIENCE
95
85 75
72
IMPACT
The Meta Quality Barometer, our key to collaboration, will be available online to media owners. Based on event-level data for each and every ad insertion, it will be the entry point to comprehensive and detailed inventory quality analysis. Its very ability to combine data from different angles makes it a unique and precise tool to guide our efforts to improve media inventory and campaign quality.
EXPERIENCE
COMPLIANCE QUALITY PLACEMENTS
CONTEXT BRAND SAFETY
VIEWABILITY 10%
0s
IMPACT
30%
40%
50%
60%
70%
80%
90%
100%
15s
50
METRICS
20%
IMPRESSIONS OF FULL ADS
VIEWABILITY IAB
30s
VISIBLE IMPRESSION IAB DEFINITION
AVERAGE ADS IN PAGE
45s
RANKING
60s
% DEFAULT/BELOW DEFAULT
78
75s
100s
72
URL
VIEWABILITY IAB
IMPRESSIONS OF FULL ADS
AVERAGE DISPLAY TIME
AVERAGE DISPLAY PERCENTAGE
www.URL1.com/tincidunt/page1
15
20
80
61
22
www.URL2.com/tincidunt/page2
65
70
30
45
99
www.URL3.com/tincidunt/page3
99
90
10
23
45
www.URL4.com/tincidunt/page4
32
80
20
98
34
www.URL5.com/tincidunt/page5
45
30
70
69
21
www.URL6.com/tincidunt/page6
12
100
0
4
8
www.URL7.com/tincidunt/page7
22
60
40
51
67
www.URL8.com/tincidunt/page8
90
30
70
21
20
January 2015
www.URL9.com/tincidunt/page9
78
40
60
83
56
February 2015
www.URL10.com/tincidunt/page10
64
50
50
33
71
MONTH
AVERAGE ADS IN PAGE
...
COMPLIANCE
CONTEXT
56
SAFETY SECURITY
SAFE
NON SAFE
PROPER CATEGORY
GEO-REPARTITION
CONTEXT
COMPLIANCE
METRICS
METRICS
100
100
68
100
92
87 80
76 67
GEO-REPARTITION
SAFETY SECURITY
DAY PARTING
CONTENT CATEGORTY
LOCATION ON FINAL INSERTION
66
60
40
40
67
66
46
32
76
70
70 56
50
92
87
81
46
40
37
50 37
32
20
20
70
56
20
20
0 0
84
100
DAY PARTING
44
0-6h Monday Tuesday
...
18-24h
INSERTION DOMAINS
75 DOMAIN
% IMPRESIONS ON TARGET
% IMPRESIONS OUT OF TARGET
www.URL1.com
20
80
70
30
www.URL3.com
90
10
Thursday
www.URL4.com
80
20
Saturday IMPRESSIONS
12-18h
www.URL2.com
Friday
February 2015
6-12h
Wednesday
MONTH January 2015
1
75
70
www.URL5.com
30
www.URL6.com
100
www.URL7.com
60
40
www.URL8.com
30
70
www.URL9.com
40
60
www.URL10.com
50
50
0
MONTH January 2015 February 2015 ...
2
3
4
5
6
7
8
9
10
11
12
CONTENT CATEGORY
14
15
16
17
18
19
20
QUALITY METRICS % CORRECT IMPRESSIONS
% INCORRECT IMPRESSIONS
Category 1
20%
80%
Category 2
70%
30%
Category 3
90%
10%
Category 4
80%
20%
Category 5
30%
70%
Category 6
100%
0%
Category 7
60%
40%
Category 8
30%
70%
Category 9
40%
60%
Category 10
50%
50%
CATEGORY
13
21
22
23
24
25
26
27
28
29
30
31
QUALITY METRIC 1
100
100
100
QUALITY METRIC 1
QUALITY METRIC 1
0
100 QUALITY METRIC 1
100 QUALITY METRIC 1
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TECHNOLOGY PARTNERS
EXPERIENCE RENDER START TIME
DOCUMENT COMPLETE
TOTAL TIME TO LOAD
INDEX
www.URL1.com
2
12
70
12
EXPERIENCE
www.URL2.com
7
67
30
32
www.URL3.com
9
90
50
40
METRICS
www.URL4.com
8
87
80
20
www.URL5.com
3
35
20
RENDER START TIME
www.URL6.com
10
53
21
25
DOCUMENT COMPLETE
www.URL7.com
6
87
45
55
ABOUT DEFAULT TIMERENDERING
www.URL8.com
3
10
88
66
URL
SPEED INDEX
88 74
25
www.URL9.com
4
99
29
34
www.URL10.com
25
34
11
33
www.URL11.com
43
21
56
87
www.URL12.com
6.9
78
32
92
www.URL13.com
91
34
48
67
www.URL14.com
34
90
51
11
www.URL15.com
50
56
23
89
MEDIA RESPONSE TIME AND AVAILABILITY
RENDER START TIME
Dedicated to advertising knowledge, Adledge monitors digital Ad Viewability and Brand Safety. With a single custom reporting tool, marketers get the ability to rapidly identify where their campaigns are visible and safe and easily take measures for better performance. www.adledge.com
INDEX
TOTAL TIME TO LOAD
DOCUMENT COMPLETE
ADLEDGE
100
80
60
40
MONTH January 2015 February 2015
20
0 1
...
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
TRAFFIC TRAFFIC
89
80
11
INSERTION DELIVERED ON HUMANS
REACH ON HUMANS
PERCENTAGE OF PAGES SUBJECT TO FRAUD
METRICS 100
INSERTION DELIVERED ON HUMANS
INSERTION DELIVERED ON HUMANS REACH ON HUMANS PERCENTAGE OF PAGES SUBJECT TO FRAUD
80 REACH ON HUMANS
60
40
% OF PAGES SUBJECT TO FRAUD
20
90
MONTH
DOMAIN
INSERTION DELIVERED ON HUMANS
REACH ON HUMANS
% OF PAGES SUBJECT TO FRAUD
www.URL1.com
76
28
10
www.URL2.com
45
71
www.URL3.com
32
99
7
www.URL4.com
49
82
22
www.URL5.com
50
33
17
www.URL6.com
100
98
0
www.URL7.com
89
65
4
www.URL8.com
77
33
6
www.URL9.com
81
47
12 1
3
www.URL10.com
93
52
www.URL11.com
100
98
0
www.URL12.com
65 77
4 77
January 2015
www.URL13.com
89 77
February 2015
www.URL14.com
81
47
12
www.URL15.com
93
52
1
...
CATCHPOINT
Catchpoint Systems offers wide-ranging and easy-to-use web monitoring tools that allow businesses to discover and fix problems with their websites before they impact end users, thus preserving their brand in the eyes of consumers. The key to Catchpoint’s value is end-to-end visibility of the complete user experience. www.catchpoint.com
CLARITYAD
ClarityAd is a creative verification startup, specialized in detecting malware, compliance issues and functionality errors in digital banners, online video and mobile ads. Our software provides real-time issue detection for campaign critical issues to agencies, ad platforms and publishers (large and small). www.clarityad.com
HUB’SCAN
Hub’Scan Inc., is the creator of award-winning Hub’Scan EX, the world’s most advanced digital marketing quality assurance SaaS platform. Hub’Scan EX lays the groundwork for digital analytics business processes and data layer quality. Its unique model for exhaustive tag auditing of digital ecosystems, ensures 100% tag coverage, compliance and efficiency 24/7. www.hub-scan.com
adledge
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INTEGRAL AD SCIENCE
Employing the industry’s only media valuation platform, Integral Ad Science evaluates the media environment and establishes a TRAQ Score (TRue Advertising Quality), a first-of-its-kind, quantifiable measure of media quality that ultimately benefits every media buyer, seller, publisher and trading platform. integralads.com
PIVOTAL
Pivotal is a trusted partner for IT innovation, enabling enterprises to provide modern software-driven experiences for their customers and workforces. The combination of leading agile development services, an open cloud platform and open suite of big data products accelerate innovation cycles for our customers across every industry. www.pivotal.io
SIZMEK/PEER39
Peer39 by Sizmek is the largest pre-bid, cookie-free, page-based targeting solution that allows programmatic buyers to buy the safest, highest quality and contextually relevant page environments. Processing well over 80+ billion ad requests daily, Peer39 protects marketers and ensures their ads appear in the right environment through Brand Safety, Page Quality, Video Quality, Ad Fraud, Mobile, Viewability, Contextual and Custom Category targeting. www.sizmek.com
WHITEOPS
White Ops is a pioneer in the detection of and systematic defense against bot and malware fraud, providing advertisers and enterprise businesses with the tools they need to eliminate fraud, raise their bottom lines and ensure the success of their campaigns and the security of their systems and data. www.whiteops.com All contents of this document (texts, figures, lists, graphics, designs, diagrams, as well as other graphic elements), whichever the format used (paper or electronic), are proprietary to Artemis Alliance. This document includes ideas and information based on the experience, know-how, intellectual and creative efforts of Artemis Alliance. For this reason, this material shall not be used, reproduced, copied, transformed or commercialized, in whole or in part, without the express and written consent of Artemis Alliance. © 2015 Artemis Alliance S.L.U. All rights reserved. Artemis Alliance does not assume any liability whatsoever for the accuracy or completeness of the above information. Any information given in this statement does not constitute any warranty of merchantability or fitness for a particular purpose.
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