mixx 2013: adconion "how canada can shape the future of viewability"
DESCRIPTION
Insightful, and timely, insights into what Canada needs to know about viewability - and the benefits we have in this marketplace to be leaders in the space. Presented by Jennifer Witt, Sr. Director of Business Analysis at Adconion in March 2013 at IAB Canada's MIXX Conference.TRANSCRIPT
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PRESENTER
Jennifer Witt
Senior Director of Business Analysis
March 21, 2013
HOW CANADA CAN SHAPE THE FUTURE OF VIEWABILITY
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OFFICIAL DEFINITION OF IN-VIEWIN-VIEW IS DEFINED BY THE 3MS AND ACCREDITED BY THE MRC
IN-VIEW NOT IN-VIEW
An ad is considered “In-View” if 50% or more of the ad is visible for 1 second or more
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IN VIEW MEASUREMENTTWO METHODS OFFER DIFFERING LEVELS OF MEASURABILITY
*This is the definition proposed by the 3MS and accredited by the MRC
(x,y)
x
y
Geometric Method
• Basic (x,y) plot points
• Cross domain iframe limitations
• Web kit browser limitations
• Variable measurability
• External programs not detected
• 3 vendors offer demo info
• 3 vendors MRC accredited
Browser Optimization Method
• Memory allocation determines
viewability
• Usable with cross domain iframes,
web kit, or external programs
• Measurable impression superiority
• No vendors offer demo info
• MRC accreditation still pending
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CA VENDOR LANDSCAPEAGENCIES SHOULD CHOOSE BASED ON DEFINED VARIABLES
Vendor Method MRC Accreditation Status Demo Insights
Geometric
None
Officially Pending - ETA April
Not Listed as Seeking Accreditation
None
Browser Optimization
Officially Pending - ETA April None
Not Seeking None
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CANADA’S OPPORTUNITYLEVERAGE CLICK BASED ATTRIBUTION POPULARITY
Key concern for agencies and vendors is how viewability will change attribution modeling
• “View” based conversion attribution credits conversions to the last user who was served an impression
To measure true view based conversion stemming from in view impressions, ad servers will need to create, acquire, or partner with third party viewability vendors
• Click Conversion based attribution credits conversions to the last user who clicked on an ad With proper click fraud protection in place, you can implement viewability across this attribution
model quickly and without ad server integration
• Compared to major markets like the US, UK, and AU, Canada uses click based attribution or awards only partial credit to view based conversions
• Canada is engaging in a more significant debate over the 3MS definition
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Canada is uniquely positioned to lead the industry forward with thoughtful challenge to the definition of an in view impression and faster client adoption due to click conversion
attribution modeling
Adconion Direct has started an aggressive education campaign on viewability to help Canadian agencies and clients understand the methodologies, landscape, and terminology
We’ve presented thought leadership in 20 agencies and to more than 300 people in an effort to help the market make fully informed decisions on partnerships and positioning
We will be presenting these materials via webinars on Wednesday, March 27th at 11:30am EST and Friday, March 29 th at 1pm EST
WE CAN SHAPE THE FUTURE OF THE VIEWABILITY MOVEMENT
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THANK PRESENTER
YOU!You have been awesome!
Jennifer Witt