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THE DRUM 28.MAY.14 www.thedrum.com CONTENTS03

ClaRifyiNg THE DigiTal SpaCE

CONTENTS

07 The winners The top dogs in digital trading.

10 Manifesto The Drum outlines its tips for continued growth in the digital advertising space.

15 Grand Prix The Grand Prix winning case study at The Drum Digital Trading Awards 2014.

18 Comment: IPA Nigel Gwilliam of the IPA gives his view on brand safety and viewability.

21 Comment: Xaxis Xaxis’ Rosa Markarian takes a look at 10 common misconceptions around targeting.

25 Q&A Industry players voice their opinions on the key issues.

iN aSSOCiaTiON WiTH:

Editing by Katie McQuater and Thomas O’Neill Design & Production by Amanda Dewar and Ross Lesley-Bayne Commercial Management by Andy Oakes and James McGowan Event Management by Katy Thomson

THE DRUM is published by Carnyx Group Limited. The publishers, authors and printers cannot accept liability for any errors or omissions. Any artwork will be accepted at owner’s risk. All rights reserved. On no account may any part of this publication be reproduced in any form without the written permission of the copyright holder and publisher, application for which should be made to the publisher. © Carnyx grouP liMitED 2014 iSSn 2046-0635

What started out as a chat over a few beers with a couple of mates in July last year culminated in a fantastic night with 420 guests at the Marriott on London’s Grosvenor Square last month. We saw some of the biggest names in the market rewarded, as well as some of the smaller players, and while it’s fair to say that The Drum Digital Trading Awards was a great success on the night, the programme was always meant to be much more than that.

Right from the start we have made it clear that we not only wanted to highlight the good work done by much of the industry, but also raise and address the issues holding it back. We’ve spent a lot of time talking about clarity, transparency, brand safety and viewability because that’s what advertisers are concerned about.

We’ve seen some notable progress in the last 10 months and we recently saw the first round of Digital Trading Standards Group kitemarks awarded. These are awarded for brand safety online and have been awarded to nine companies that meet industry agreed standards to reduce the risk of ads being served next to inappropriate or illegal content. It was good to see that with one exception, the recipients were either entrants or sponsors at the awards. I’m pretty sure that the issue of these kitemarks and the awarding of the DTAs are part of a culture of cross-industry collaboration to deliver a set of straightforward and workable best practice principles that meet the needs of all sides of the industry. I’m proud that the DTAs have been part of that culture and hope that they can remain part of the picture for many years to come.

aNDy OakES, head of media solutions, The Drum

The Drum Digital Trading Awards, the inaugural awards scheme celebrating clarity in digital trading, took place in April 2014. In this supplement we hear from some of the industry’s key players and analyse trends, kicking off with a word from The Drum’s Andy Oakes.

SUP_DTA_MAY_28_CONTENTS.indd 3 15/05/2014 13:56

www.thedrum.com 28.MAY.14 THE DRUM04agEnDa

The Drum digests the key findings in the digital advertising space, including a look at the official stamp of approval for brand safety.

TRaDing sEcRETs

aDvERTisERs aRE wasTing spEnD on UnsEEn aDs

The advertising industry must develop improved viewability measuring tools and settle on an agreed standard or advertisers will continue to waste budget on adverts that are never seen, a whitepaper published by Quantcast warned.

The Road To Viewability study examined 100m page impressions across 35 campaigns between August and October last year in a bid to build a clearer picture on the viewability problem which, according to Quantcast product marketing lead Rebecca Muir, is resulting in wasted ad spend. However, the first hurdle currently facing industry is the lack of knowledge about viewability and the need for action, she argued.

“There’s still an awful lot of work to be done to get people to understand what viewability is, why it’s important and why they should be thinking about improving it, why it’s not ok to just live with low viewability,” Muir said.

“There are definitely cases right now where advertisers have poor viewability but decision makers have absolutely no idea, and that can be right down to day-to-day decision makers like media buyers right up to MDs and CEOs.”

The Interactive Advertising Bureau in the US currently defines a viewable display impression as an ad where at least 50 per cent of it loads on to a page and is displayed for at least one second. However, according to Quantcast’s study, sources show that up to 1.8tn ads in 2012 were paid for but not actually seen, and Muir says a forthcoming standard set by the Media Rating Council (MRC) will be a welcome development.

“Measuring viewability needs to be standardised,” she continued. “The reason we don’t yet have that is down to the rapid evolution in digital. Once there is a standard in place, advertisers and publishers really need to pay attention to their viewability and not be afraid to step up and improve it. At the end of the day, they’re wasting budget if they don’t.”

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www.thedrum.com 28.MAY.14 THE DRUM04agEnDa

The Drum digests the key findings in the digital advertising space, including a look at the official stamp of approval for brand safety.

TRaDing sEcRETs

aDvERTisERs aRE wasTing spEnD on UnsEEn aDs

The advertising industry must develop improved viewability measuring tools and settle on an agreed standard or advertisers will continue to waste budget on adverts that are never seen, a whitepaper published by Quantcast warned.

The Road To Viewability study examined 100m page impressions across 35 campaigns between August and October last year in a bid to build a clearer picture on the viewability problem which, according to Quantcast product marketing lead Rebecca Muir, is resulting in wasted ad spend. However, the first hurdle currently facing industry is the lack of knowledge about viewability and the need for action, she argued.

“There’s still an awful lot of work to be done to get people to understand what viewability is, why it’s important and why they should be thinking about improving it, why it’s not ok to just live with low viewability,” Muir said.

“There are definitely cases right now where advertisers have poor viewability but decision makers have absolutely no idea, and that can be right down to day-to-day decision makers like media buyers right up to MDs and CEOs.”

The Interactive Advertising Bureau in the US currently defines a viewable display impression as an ad where at least 50 per cent of it loads on to a page and is displayed for at least one second. However, according to Quantcast’s study, sources show that up to 1.8tn ads in 2012 were paid for but not actually seen, and Muir says a forthcoming standard set by the Media Rating Council (MRC) will be a welcome development.

“Measuring viewability needs to be standardised,” she continued. “The reason we don’t yet have that is down to the rapid evolution in digital. Once there is a standard in place, advertisers and publishers really need to pay attention to their viewability and not be afraid to step up and improve it. At the end of the day, they’re wasting budget if they don’t.”

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THE DRUM 28.MAY.14 www.thedrum.com agEnDa05

DigiTal TRaDing STanDaRDS gRoUp RUbbER STaMpS ninE coMpaniES foR bRanD SafETy cERTificaTion

iab UK gREEn ligHTS TRaDing on viEwablE iMpRESSionS foR

DiSplay aDvERTiSing

The Digital Trading Standards Group (DTSG) has edged closer to its goal of rooting out online ad misplacement having given nine companies the official stamp of approval from the UK’s Joint Industry Committee for Web Standards (JICWEBS).

Ad2One, Crimtan, Exponential Interactive, IgnitionOne, Tubemogul, Vibrant Media, Quantcast, Specific Media, and Unruly have all been issued with brand safety kitemarks to show they have met industry-agreed standards and proved they strive to reduce the risk of ads being served next to inappropriate or illegal content online.

The DTSG, which is comprised of the AOP, ISBA, IPA and IAB, has issued a six-month deadline to companies to register with JICWEBS and commit to independent verification.

Pulsepoint, byyd Tech, Microsoft Advertising, Yahoo UK, Adap.tv, AmnetUK, and Advertising.com have all pledged their commitment to being independently verified.

The move marks one of the first initiatives to come from the DTSG since it reformed, having disbanded for several months while its members solved certain disagreements regarding elements of the group’s policies.

In the interim the IPA and ISBA united to form a separate brand safety initiative, of which Ad2One was the first to receive verification.

However, now the DTSG has reformed the IPA-ISBA Brand Safety initiative has dissolved, and the new verification supersedes that one.

The move has been welcomed by brands. Andy Muddimer, Santander’s head of digital,

said: “Misplaced advertising is an issue that affects the whole online industry. In proactively working together we will foster trust and continue to see online ad spend grow. We encourage market take-up of the DTSG’s good practice.”

David Ellison, ISBA marketing services manager, said: “We recommend our members use intermediaries that have been kitemark accredited, as it will provide them with much-needed reassurances over online brand safety.”

Richard Foan, JICWEBS facilitator said: “It has always been JICWEBS ambition to deliver an inclusive set of best practice principles. In this increasingly complex global market, which operates at scale, the industry needs signs about transparency and trust – which the kitemark delivers.”

Nigel Gwilliam, head of digital at the IPA, takes a look at the issues of brand safety and viewability in an opinion piece published on page 18.

The Internet Advertising Bureau (IAB) last month gave the green light to companies on the use of industry-backed viewability metrics as a display ad trading currency.

The industry body had previously advised companies not to trade using viewability metrics until robust standards had been confirmed between the UK and the US to ensure consistency across both markets.

After rigorous tests over the pond the IAB has established the final standards determining what constitutes an ‘in-view’ ad, which is that 50 per cent of pixels must be in the viewable portion of an internet browser for a minimum of one second. For Rising Stars/large-canvas ad formats – the equivalent of a 970 x 250 pixel display ad – the new guidelines state that 30 per cent of pixels must be in view for one second.

Standards for video, mobile and tablet are yet been determined, but are expected to roll out later this year.

The issue of viewability – which refers to whether an ad is actually in-view to readers on publishers’ websites – has become a hot topic over the last year as advertisers have increasingly questioned the accountability of their media investment.

Advertisers’ demand for more clarity and transparency when it comes to determining

whether their ads are well positioned enough to have a good chance of being seen by the readers, has been steadily rising.

IAB’s director of data and industry programmes Steve Chester said the news signals a “new era” in delivery measurement for the ad industry.

“Moving to viewable impressions offers the valuable prospect of guaranteed impacts for advertisers, who in 2013 spent £1.9bn on digital display. As with any major change, a bedding-in period will be required to fully implement and take advantage of the benefits such as increased brand effectiveness of online, and address challenges such as discrepancies between viewability vendors.”

However, all industry bodies involved in the process, have flagged that discrepancies between different measurement providers are “inevitable”, and work is underway to tackle this issue.

Last year the IAB formed a viewable Impressions cross-industry working group, comprising representatives across the online ad industry including the AOP, ISBA, IPA, Google, Microsoft, Yahoo, AOL, Telegraph, FT, News UK, TripAdvisor, Bauer, Dennis, Quantcast, InSkin Media, Meetrics, Sizmek, Integral Ad Science, comScore, Nielsen, Alenty, agenda21 and the7stars.

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THE WINNERS07

Infectious Media scooped the Grand Prix award for its Waitrose campaign at The Drum’s Digital Trading Awards (DTA) which took place at the Marriott Grosvenor Square in London on 24 April.

The customer retention campaign, planned and delivered by the agency, stood out as a “clear winner”, according to the judges.

Google’s UK industry head of insurance and DTA judge Andy Mihalop, said it won due to its “impressive” use of first-party data, advanced audience segmentation and dynamic creative to target both prospects and customers.

“Aligning programmatic media buying with CRM data clearly

The Digital Trading Awards, which recognise the best in the online ad trading sector, took place last month. Here we take a look at the big winners from the night, and find out what the judges had to say.

best in showdemonstrates the value of an integrated, data-driven approach to deliver growth in sales, average order value and ROI. The Grand Prix award reflects the very best in digital trading and Infectious Media were a clear winner,” he said.

Fiat and Maxus picked up the Chairman’s Award for their Fiat Motherhood campaign, which also won the Best Video ad campaign award, beating off competition from OMD and Shop Direct Group who received a commendation.

All of the winners can be found overleaf, while more information about the awards, including a list of commendations and nominations, can be found at digitaltradingawards.com.

THE DRUM 28.MAY.14 www.thedrum.com

SUP_DTA_MAY 28_THEWINNERS.indd 7 15/05/2014 14:00

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theexchangelab.com @exchangelab

H U M A N P OW E R E DDATA D R IV E NThe Exchange Lab is integrated with more platforms than any other player in the digital space and no other company can deliver our scale. However, what truly makes us a world leader is our revolutionary approach to finding client focused solutions. While others rely on the power of the algorithm or the data crunching of individuals, The Exchange Lab is powered by a combination of the two methods, marrying man and machine. Our market-leading technologies and industry innovators provide our partners with unparalleled expertise and results.


THE WINNERS09

Grand PrixCompany: Infectious MediaClient: WaitroseTitle: Real-time advertising with CRM segmentation

Chairman’s AwardCompany: MaxusClient: FiatTitle: Fiat Motherhood

Most Effective Media AgencyCompany: iProspect

Best Digital Ad Ops TeamCompany: Amnet

Best Digital Trading TeamCompany: MEDIA iQ Digital

Most Effective CrossChannel BuyCompany: MediaComClient: WKDTitle: WKD Sound Clash

Best Video ad CampaignCompany: MaxusClient: FiatTitle: Fiat Motherhood

Advertisers Choice of Ad TechnologyCompany: TubeMogulTitle: TubeMogul

Publishers Choiceof Ad TechnologyCompany: Google UK Ltd.Client: Google UK Ltd.Title: DFP by Google / DoubleClick Ad Exchange

Best Attribution SolutionCompany: DC StormClient: House of FraserTitle: Supercharging Performance Marketing

Most Innovative PublisherCompany: MWWClient: News UK CommercialTitle: Why News UK is the most innovative publisher

Best ad-tech Platform(Buy-side)Company: TubeMogul

Most Effective Digital Media BuyCompany: Infectious MediaClient: WaitroseTitle: Real-time advertising with CRM segmentation

Best Paid Social CampaignCompany: Lowe ProferoClient: Marks and SpencerTitle: M&S Autumn/Winter 2013 – “Leading Ladies“

Best Use of PerformanceCompany: MediaComClient: BSkyBTitle: Sky and MediaCom: Project Stratosphere - Sky Personalisation

Best Mobile CampaignCompany: FetchClient: eBayTitle: New eBay

Best Paid SearchCompany: Neo@OgilvyClient: Sony Store OnlineTitle: “Do more, with less” - Sony Store Online UK 2013 Paid Search

THE judgES

Andy OakesHead of media solutions, The Drum

Julia SmithChair of the judging panel andacting MD, Evolve Media

Andy MihalopUK industry head for insurance,Google

Rob DreblowHead of marketing capabilities,World Federation of Advertisers

Marco BertozziExecutive MD EMEA, VivaKi

Melina JacovouFounder and CEO, Propel

Sue HuntMD UK,Improve Digital

Justin TaylorMD, digital,MEC UK

Sacha BunatyanChief operating officer,Amnet UK

Nicky McShaneChief revenue officer, shopa.com

Mary Keane DawsonDigital business strategic consultant

Lee BakerFounder, The First Space

Michael SmithMarketing leader, IBM UK & Ireland

Niall HoganMD, Integral Ad Science

Jo SampsonClient partner,Essence

Marc HartogFounder and CEO,Apptitude Media

Jonathan Kitchen Head of commercial partnerships, Dennis

THE dRuM 28.MAY.14 www.thedrum.com

SUP_DTA_MAY 28_THEWINNERS.indd 9 15/05/2014 14:01

10MANIFESTO www.thedrum.com 28.MAY.14 THE DRUM

DIgITAl TrADINg MANIFESTO

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10MANIFESTO www.thedrum.com 28.MAY.14 THE DRUM

DIgITAl TrADINg MANIFESTO


MANIFESTO11 THE DRUM 28.MAY.14 www.thedrum.com

The Drum Digital Trading Awards judging took place on 24 April, with a cross-section of the industry gathering to analyse the entries received for the inaugural awards scheme. A number of themes emerged from the judging day, and coupled with recent initiatives to improve brand safety in the industry, these indicate the need to develop the industry on a number of dimensions.

Here, The Drum puts forward its Digital Trading Manifesto on behalf of the industry – a set of principles we believe the industry should embrace in order to facilitate future growth. A few of the judges share their reasons why education, honesty and transparency are key in the future of the industry.

HONESTYAs well documented elsewhere in this supplement, the DTSG is dealing with issues around inappropriate ad placement and other issues affecting the industry. Niall Hogan, UK MD of Integral Ad Science, welcomes this, and argues the industry needs to set a “gold-standard” by trading “honest digital media”.

“By that I mean fraudulent-free, viewable ads that are seen and engaged with; and that are placed on a site or within an environment that truly benefits the brand or service that is paying for that media space.

“As we move further into a fully programmatic world, we risk excelling at buying (and selling) the wrong kind of impressions. We need a set of principles and guidelines that will instil trust in advertisers. The industry needs honest digital media.”

SIMPLICITYSome in the space have argued that the digital advertising ecosystem, though complex, has often been unnecessarily over-complicated.

“There is still a tendency to over-complicate the digital trading and programmatic space,” says Sue Hunt, UK MD of Improve Digital. “Technology inevitably brings complexity, but that shouldn’t inform trading strategy. Education and trust are key to encouraging media owners and sellers to open up their audiences as well as inventory, ensuring they have the controls to protect their assets yet still provide valuable opportunity for advertisers and relevance for the user.”

TRANSPARENCYTransparency is essential to the future growth of the programmatic industry, and the key impetus behind the launch of the Digital Trading Awards. “The industry will grow much faster if advertisers feel confident and comfortable with its practices,” says Rob Dreblow, head of marketing capabilities of World Federation of Advertisers.

As the digital trading industry continues its acceleration, with programmatic becoming a dominant element of the marketing mix, the industry will thrive on several key principles for continued growth. Here we call on the views of The Drum Digital Trading Awards judges as we compile the Digital Trading Manifesto for the future.

CONVERGENCEIt’s necessary for convergence to happen in this space to foster innovation, according to Nicky McShane, chief revenue officer of shopa.com.

“In actuality, there are still too many mouths at the table, pushing the CPM prices up to where the return is even further diluted,” she says.

“There equally needs to be more transparency alongside a much simpler route to trade. Like all emerging areas of digital, transparency and ease of trading will only make the space grow faster.”

COLLABORATIONIt’s key for the digital trading ecosystem to work

together with creative agencies and established media, according to Mary Keane Dawson, CEO of MyHealthPal.

“Digital trading is here and in its wake there will be many casualties unless industry businesses (media, creative and technological) and their leaders start to think and behave very differently. Digital trading could be the tipping point for the entire industry to get its house in order – or it could cause a lot of casualties.”

Lee Baker, founder of The First Space, agrees with the need for more collaboration in the industry, saying “we succeed better together”. He urges the industry to “talk to, understand, and work



MANIFESTO13 THE DRUM 28.MAY.14 www.thedrum.com

“TEchNOlOgy INEvITAbly brINgS cOMplExITy, buT ThAT ShOuldN’T INFOrM TrAdINg STrATEgy. EducATION ANd TruST ArE kEy TO ENcOurAgINg MEdIA OwNErS ANd SEllErS TO OpEN up ThEIr AudIENcES AS wEll AS INvENTOry.”

with all the DTA award winners and nominees and other exciting businesses” in the sector, which has become a “collaborative economy”. Baker also says the complexity of the industry can be better understood by collaboration and discussion.

“Tear up the Lumascape slide and take the time to understand who the partners are that can help you. It’s a rewarding and exciting time for the brave and innovative publisher.”

NEW SKILLSETS Still in the spirit of collaboration, digital trading should look to other sectors, such as finance, to “enable us to bring more diversity into the trading environment”, according to Melina Jacovou, CEO and founder of Propel. “The industry needs to understand the scope of its talent pool now and embrace different skillsets. These individuals are now far more technical than they’ve ever been.”

MATURED METRICSAs the industry grows and matures, many believe a move towards a more sophisticated approach to measurement is needed, rather than focusing on last-click as an indicator of performance.

Jo Sampson, client partner at Essence, would like to see the wider digital industry moving away from post-click measurement.

“There are a variety of ways we can harness technology to show clients effectiveness such as cross-media econometrics and attribution.”

According to Sampson, this allows agencies to “confidently deliver value for brands, and interesting creative communications to consumers,” but also requires collective responsibility on the part of brands, agencies and publishers to create high-quality, relevant and timely content.

A FOCUS ON VALUELastly, the digital trading industry could do with a change of tactic in the way it promotes itself, according to Sacha Bunatyan, UK COO at Amnet, who believes there is a need to rethink the conversations the industry is having, instead focusing on positivity and delivering value for advertisers.

“We need to focus on the value that programmatic delivers to clients and how they can be best placed to take advantage of it, rather than the challenges of industry which seem to dominate the headlines. We are our own worst enemy in this regard.”


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The Drum_FINAL.indd 1 2/12/14 11:07 AMFullSinglePage.indd 1 15/05/2014 10:17

MediaMath is powering global programmatic marketing. With 12 offices across 5 continents, we are perfectly

placed to deliver real-time goals, in your time.

Real-time, in your time!

Get in touch at info.mediamath.com/

thedrum

What does MediaMath do?MediaMath develops digital marketing technology and offers deep industry expertise that enables marketers to connect with consumers individually and at scale, across the entirety of the world’s digital media.

How does MediaMath do that?MediaMath’s TerminalOne Marketing Operating SystemTM allows marketers to customise their own technology infrastructure and leverage their data and industry data in the planning, execution, optimisation, and analysis of digital marketing programs, resulting in smarter decisions that grow their business.

Why do people work with MediaMath?Our experience across industries gives us a unique perspective into our customer’s challenges and allows us to help them solve specific business problems by building the smartest and most effective marketing practice on top of our technology.

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The Drum_FINAL.indd 1 2/12/14 11:07 AMFullSinglePage.indd 1 15/05/2014 10:17

THE DRUM 28.MAY.14 www.thedrum.com Grand prix15

Scooping the Grand Prix at this year’s Digital Trading Awards is Infectious Media, whose real-time advertising with CRM segmentation for Waitrose has seen first party data utilised to increase customer retention.

MarryinG the data

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www.thedrum.com 28.MAY.14 THE DRUM16grand prix

In early 2012 Waitrose.com was faced with a problem – shoppers were not returning after their first shop and retention rates were poor. Customer insight from previous campaigns showed that getting customers into a routine of shopping regularly early on, increased retention rates.

Waitrose.com partnered with Infectious Media in June 2012 to run an incentive campaign using real-time advertising (RTA) to increase customer retention rates. The campaign was successful, significantly increasing customer retention rates and Waitrose.com challenged Infectious Media to improve upon this in 2013.

Infectious Media proposed using Waitrose.com first party data via RTA to target users intelligently throughout the full customer lifecycle. Infectious Media worked closely with Waitrose.com to gain access to their first party customer data and then connected this to existing Infectious Media data collected from online RTA buying.

This case study highlights the process behind the strategy.

BackgroundWaitrose.com found that shoppers were not returning after their first shop and retention rates were poor. Insight from previous campaigns showed that getting customers into a routine of shopping regularly, and as quickly as possible, increased longer term retention.

Following a successful campaign in June 2012, offering customers savings in the form of a staggered incentive across their first five shops (the critical ‘nursery’ stages), the bar was set high.

When running this offer mechanic again in 2013, the challenge was to improve on both acquisition volumes and retention rates across the campaign and particularly for the crucial non-incentivised sixth shop.

Brief and objectivesWaitrose.com had previously seen success in having display ‘always on’ using real-time bidding via activity with Infectious Media. This presented an opportunity to partner with them again to help improve on the already successful June 2012 campaign, by introducing the use of first party data via real Time Bidding (RTB) to target users intelligently throughout the full customer lifecycle.

Campaign strategy The strategy was to drive a weekly shopping behaviour as quickly as possible and to do so the campaign was split into prospecting and CRM. Infectious Media worked closely with Waitrose.com


www.thedrum.com 28.MAY.14 THE DRUM16grand prix

In early 2012 Waitrose.com was faced with a problem – shoppers were not returning after their first shop and retention rates were poor. Customer insight from previous campaigns showed that getting customers into a routine of shopping regularly early on, increased retention rates.

Waitrose.com partnered with Infectious Media in June 2012 to run an incentive campaign using real-time advertising (RTA) to increase customer retention rates. The campaign was successful, significantly increasing customer retention rates and Waitrose.com challenged Infectious Media to improve upon this in 2013.

Infectious Media proposed using Waitrose.com first party data via RTA to target users intelligently throughout the full customer lifecycle. Infectious Media worked closely with Waitrose.com to gain access to their first party customer data and then connected this to existing Infectious Media data collected from online RTA buying.

This case study highlights the process behind the strategy.

BackgroundWaitrose.com found that shoppers were not returning after their first shop and retention rates were poor. Insight from previous campaigns showed that getting customers into a routine of shopping regularly, and as quickly as possible, increased longer term retention.

Following a successful campaign in June 2012, offering customers savings in the form of a staggered incentive across their first five shops (the critical ‘nursery’ stages), the bar was set high.

When running this offer mechanic again in 2013, the challenge was to improve on both acquisition volumes and retention rates across the campaign and particularly for the crucial non-incentivised sixth shop.

Brief and objectivesWaitrose.com had previously seen success in having display ‘always on’ using real-time bidding via activity with Infectious Media. This presented an opportunity to partner with them again to help improve on the already successful June 2012 campaign, by introducing the use of first party data via real Time Bidding (RTB) to target users intelligently throughout the full customer lifecycle.

Campaign strategy The strategy was to drive a weekly shopping behaviour as quickly as possible and to do so the campaign was split into prospecting and CRM. Infectious Media worked closely with Waitrose.com


THE DRUM 28.MAY.14 www.thedrum.com Grand prix17

to gain access to their first party customer data and then connected this to existing Infectious Media data collected from online RTB buying. It married geo-targeted, contextual, ISP, time of day, day of week, general behaviour, frequency and recency data sources to Waitrose’s user IDs. The two main audience segments were:

Prospecting Infectious Media captured data on users who visited Waitrose.com but did not convert and users who didn’t have any previous online shopping history (ensuring the prospecting messaging was tightly targeted to new customers only). Prospecting activity was then run to target these

per cent over a month. Upon further analysis of this data Infectious Media recommended moving away from a restricted targeting approach towards a broader initial set-up. This allowed Infectious Media to select the regions to target based on performance and this saw CPAs drop further.

CRM In the previous campaign direct mail and email had been used to drive retention through the nursery programme, but by partnering with Infectious Media to utilise their first party customer data, Waitrose.com could include display to deliver a truly integrated CRM programme to retain more customers and increase AOV.

First party data was used to match customer’s transactional behaviour to the most relevant audience segment (first shop segment, second shop segment etc.). Infectious Media used order IDs and unique user IDs to combine first party data with its own, allowing the targeting of users in the nursery programme with the correct offer based on the segment they were in.

Infectious Media used data from previous campaigns on the best performing creative combinations and sizes to drive the creative selection for this campaign. Further analysis was conducted on these creatives in real-time during the campaign and budget was shifted towards the best performing combinations.

Infectious Media targeted premium food related sites as they were the best fit for Waitrose.com’s existing customer demographics. Private marketplace deals were put in place with the better performing sites to secure premium ad space, at reduced prices.

To ensure the Waitrose team had full transparency on campaign performance, Infectious Media gave them access to custom dashboards showing performance of the different audience segments, domains, times, days, regions and creatives.

ResultsBy combining the right audience with the best inventory and the most relevant creatives, Infectious Media is constantly improving the online performance of Waitrose.com.

Compared to the 2012 campaign, by the introduction of first party data, Waitrose.com saw increased customer retention, increased average order value (AOV) and reduced CPA.

Final figures from the case study were supplied for judges’ eyes only and cannot be published.

users with an incentive off their first 5 shops. Users who converted were placed into the ‘nursery’ programme, segmented by number of shops and targeted with messages to drive their next purchase. Second sequence messaging was used to optimise conversions and drive efficiency.

Alongside this contextual targeting was employed by Infectious Media to target sites with competitor related content and saw a strong uplift in performance as a result (judges’ eyes only).

Infectious Media also used geo data to target regions which were pre-specified by Waitrose.com. Data on poor performing branches were also shared with Infectious Media and these branches were targeted as well, which saw CPAs drop 70

“One Of the team’s biGGest achievements in 2013 was develOpinG a truly inteGrated (On and Offline) crm prOGramme with Our custOmer data at the heart.


Sphere Digital Recruitment is a specialist recruitment company, based in Covent Garden, London. Our clients are leading publishers, brands, ad technology providers, media owners and agencies. Our candidate network spans media, creative, content and marketing talent.

We know people in every nook and cranny of the industry. And our real skill is bringing all of the communities of the digital world together to give you an all-round service that consistently delivers the results that you want.

Campaign Management/ Optimisation

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We are one of the fastest growing recruitment agencies in the UK. And we’re

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Join our fast-growing team?

We’re Sphere, the digital recruitment all-roundersfor digital media, marketing, content & creative talent.

Our clients are leading publishers, brands, tech providersand agencies.

PROUD SPONSORS‘Publishers Choice of Ad Technology’ WINNER 2013

Sphere Digital Recruitment is a specialist recruitment company, based in Covent Garden, London. Our clients are leading publishers, brands, ad technology providers, media owners and agencies. Our candidate network spans media, creative, content and marketing talent.

We know people in every nook and cranny of the industry. And our real skill is bringing all of the communities of the digital world together to give you an all-round service that consistently delivers the results that you want.

Campaign Management/ Optimisation

Ad Operations

Account Management

Technical Account Management

Agency Sales

BusinessDevelopment

Client Direct Sales

PPC/Biddable

SEO

Affiliate

Social

Email

Digital Designers

Web Managers

Product Managers

Project Managers

Online Copywriters

We are one of the fastest growing recruitment agencies in the UK. And we’re

looking for ambitious people who want to become part of our journey.

Whether you are interested in joining Sphere or hearing about our award winning recruitment practices please get in touch today.

Media Operations Digital Sales Marketing Content & Creative

@SphereDigRec spherelondon.co.ukt: 0203 728 2973

Join our fast-growing team?

We’re Sphere, the digital recruitment all-roundersfor digital media, marketing, content & creative talent.

Our clients are leading publishers, brands, tech providersand agencies.

PROUD SPONSORS‘Publishers Choice of Ad Technology’ WINNER 2013

THE DRUM 28.MAY.14 www.thedrum.com opinion19

... in an appropriate place? Brand safety has been at the forefront of recent conversation in the digital trading space. Here, Nigel Gwilliam, consultant head of media and emerging technology at the IPA, takes a look.

Is It too much to ask for ads to be seen...

IPA media agencies and their trading desks handle something north of 90 per cent of online display buying in the UK and, directly or indirectly, programmatic trading has been on the agenda of our Digital Media Group continuously for the last couple of years. Significantly, it was also the subject of a high profile IPA Presidential event earlier this month.

In representing the media buying community, our first priority is to drive online brand safety for advertisers. Trying to develop a framework for this in such a fast evolving market is akin to herding cats and we did initially struggle to create a successor to the IASH Code of Conduct for sales houses and ad networks. However an unprecedented level of collaboration between representative trade bodies finally yielded fruit as 2013 came to an end.

In December, the Digital Trading Standards Group (DTSG) – a UK group comprising representatives of the entire digital display advertising market, including trade bodies the Association of Online Publishers (AOP), ISBA – the Voice of British Advertisers, the Institute of Practitioners in Advertising (IPA) and the IAB UK – launched UK Good Practice Principles aimed at minimising the risk of display advertising misplacement.

The premise is pretty simple, under the UK Good Practice Principles, committed businesses have their advertising misplacement policies and processes verified by an independent third party. This verification is predicated on the use of industry certified CV tools and black/whitelists, and is not as onerous as you may fear. In doing so, businesses will receive a seal of compliance that advertisers and agencies look for when buying digital display advertising. We’re delighted that the first tranche of businesses received their seals on 1 May, with a second tranche committed to verification within six months.

Our advice to members is that in time the

SUP_DTA_MAY 28_OPINION_01.indd 19 15/05/2014 14:34

®


®



need the DTSG seal of compliance.In the case of online publishers as opposed

to intermediary business models, some have suggested a combination of strong trade brand and integrated sales/editorial footprint makes the seal unnecessary. However, these suppliers are increasingly moving to a ‘publisher plus’ model whereby off-site inventory is packaged into deals.

There is absolutely no problem with this model, and we’re very supportive of publishers, the originators of quality online content, developing more diverse income streams. But once they diversify in this respect, assurances about how they source content are not enough. Independent verification by a suitable third party within

the DTSG framework is the only appropriate standard.

Beyond brand safety, the next challenge for the industry is ad viewability. Unlike brand safety, where the UK generally takes a stricter approach than the US, viewability is more of an internationally equivalent measure. As such, we have been relatively comfortable adopting the standard metric for viewability that originated in the US: 50 per cent of an ad appearing for at least one second. There are some complications with this metric, for example with regard to larger ad formats, but the far greater challenge involves how this metric of viewability is actually measured.

Evidence from trials by numerous and varied UK businesses is that different viewability tools produce very different results. There are a number of technical reasons for this which I won’t dwell on, but a significant element is the percentage of a total campaign that is actually measured for viewability. Whatever the reasons, the end result of discrepancies in reporting between tools is a major issue.

The Media Rating Council which has been leading progress on viewability in the US has issued a series of technical measures that vendors should apply to minimise discrepancies. It remains to be seen the impact this has, but for our part, the IPA and its UK trade association partners are championing the independent certification of viewability vendors by ABC. This approach proved highly successful in the content verification tool market. Whilst we respect MRC vendor accreditation in the US, some puzzling results on measurement levels by US accredited vendors have been anecdotally reported in UK trials.

In time discrepancies will almost certainly decline and we are already happy to support trading on viewable impressions where the agency considers it appropriate. It’s worth appreciating that for performance-based campaigns, much of the cost of viewable v non-viewable is already baked in. We would urge caution when it comes to any review of viewability performance – what appears such an intuitive concept has exceptional devil in the detail.

“oUR aDvicE is THaT in TiME THE sEal will bEcoME a HygiEnE facToR THaT sUppliERs nEED siMply foR consiDERaTion on MEDia plans.”

seal (pictured) will become a hygiene factor that suppliers need simply for consideration on media plans. In the short term, to be blunt, they should treat the absence of the seal as leverage in deal negotiations. The seal is a shorthand for trust, streamlining risk assessment. Non-compliant suppliers should default to a higher risk category that, as appropriate, brings with it downward pressure on prices or greater contractual sanctions in the event of ad misplacements.

Some have questioned which business models within the display ecosystem should be covered by the principles. The straightforward answer is if an agency does not trust an ad business implicitly, always and by default, the latter will

The DTsg/JicwEbs seal of compliance


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Improve Digital helps premium publishers across Europe rebuild their existing client relations withinthe automated channel, and protects them withinthis rapidly changing environment.

We offer a 360 technology infrastructure that helps our clients to grow their own private ad ecosystem, and benefi t from open exchanges, across PC,video and mobile.

Through our platform publishers can offer their inventory to over 350 demand partners and support the marketing efforts of tens of thousands of performance and brand advertisers.

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Rosa Markarian, director of product marketing, Xaxis, addresses the most commonly held misconceptions around digital targeting.

Top TEn

MisconcEpTions

TaRgETingMyTHs &


Can you tell the good bots from the bad bots?

We can.

2014 will be the year when the digital industry addresses fraudulent activity. No-one is immune, whether you're an Advertiser,

Media Agency or Publisher - in fact the more reputable and premium you are, the more likely you are prone to attracting the "wrong

kind of traffic". Fraud within digital media is a global media problem, with as much as 15% of UK ad spend wasted on fraudulent

impressions. For effective media valuation of the online environment to safeguard your site, your audience data, and your

advertising spend - speak to Niall Hogan, UK Managing Director on 0203 696 0731 [email protected].

International House • 21 Hanover St • London • W1S 1YU

New York • San Francisco • London • Tokyo • Sydney


Can you tell the good bots from the bad bots?

We can.

2014 will be the year when the digital industry addresses fraudulent activity. No-one is immune, whether you're an Advertiser,

Media Agency or Publisher - in fact the more reputable and premium you are, the more likely you are prone to attracting the "wrong

kind of traffic". Fraud within digital media is a global media problem, with as much as 15% of UK ad spend wasted on fraudulent

impressions. For effective media valuation of the online environment to safeguard your site, your audience data, and your

advertising spend - speak to Niall Hogan, UK Managing Director on 0203 696 0731 [email protected].

International House • 21 Hanover St • London • W1S 1YU

New York • San Francisco • London • Tokyo • Sydney



Digital advertising offers those of us working in the field the enjoyment of exploring uncharted territories. And with audience buying – defined as the use of data and technology to reach target audiences without the proxy of placement planning – we’re particularly privileged to be at the intersection of exciting innovative tactics.

But exploration of this sort is not without its naysayers, especially for those watching from outside who might fear we’re entering new, disruptive areas of the map. The opposite is also true, of course. As with anything new, there’s a danger that hype and enthusiasm oversells what a given technology can achieve. Here I’ve sought to identify and debunk the top 10 myths and misconceptions about digital targeting.

1. Targeting increases click rateThere’s an automatic assumption that targeting is all about increasing click rate – but this isn’t always the right measurement to evaluate performance. For example, imagine a campaign where the target audience group is potential purchasers of expensive, stylish sports cars. You are comparing against a campaign without targeting. However, it turns out that sports car buyers don’t click on ads that much. The average online user may click more and might play around with a sports car configurator, but in the end won’t really buy a Porsche or an Aston Martin. In this case, a campaign without targeting might achieve a higher click rate, but it doesn’t really help sell cars.

2. Targeting with a 60% precision rate is badThere’s a temptation for advertisers to see targeting as a silver bullet, so it can be a surprise to find out that your targeting may not be 100 per cent accurate. But you also need to consider the precision of the alternatives. Media planning tools show that there can be around 30 per cent male readership on websites aimed at women. Therefore using website content as a proxy for targeting audiences can be just as wasteful. Targeting doesn’t eliminate, but greatly minimises wastage. If your target group is 10 per cent of the population, then 60 per cent precision is very good – it means a lift of 500 per cent versus delivery without targeting.

3. With digital targeting you can reach target groups like in traditional mediaYes, but you can do so much more online. In traditional media the target groups are often only segmented by gender and age. Online targeting offers the ability to model client-specific target groups that the client’s marketing is focused on. These groups reflect attitudes, values, purchase behaviour and other relevant characteristics based on the client’s market research.

4. Technology is key for targetingIt’s about technology, but it’s also about people. You need marketing experts to achieve the right audience strategy; those who can connect the dots between data, technology and marketing. You need data modelling experts to help build and operate the right technology and ensure quality standards are enforced.

5. The more data, the betterIn the US there are many third-party data providers, but lack of standardisation often means quantity does not equal quality. In many cases it is better to have less data, but data that is reliable and strategic. For audience modelling it makes a big difference if you model off 1,000 or 2,000 cookies, but it’s not a big difference if you model on 10,000 or 30,000 cookies. While a large amount of cookies may not have as great an impact, in order to model successfully you do need greater data about each cookie if there is a smaller sample to work from. The important thing is to have cookies from a valid, high-quality data source.

6. Targeting online is a black boxThis is a myth – online you can measure many more KPIs and measure them more easily than in traditional media. Through advanced analytics, you can discover who was exposed to the ad, what the reactions were (website visit, purchase), as well as the branding effects.

7. Retargeting is the only truly effective targetingRetargeting does achieve high performance, because ads are delivered to users who already know your brand. However, the reach is limited, especially if you want to reach new potential customers. Lookalike retargeting, ie reaching users with a profile (eg surfing behaviour based on hundreds of parameters) similar to the advertiser’s customers, is a great way to expand reach and build client-specific target groups.

8. Targeting means the death of placement planningPlacement planning has different advantages and goals. A key advantage is that a brand can benefit from the positive brand perception of the placement brand, especially through high impact homepage events, such as homepage takeovers. Placement planning can additionally be key for content marketing and advertorials.

9. Targeting takes a bite out of the work of media plannersThe role of the media planner has changed; they have now become audience consultants. Media planning is no longer about selecting the right website to reach a given audience, it is now focused on defining the right audiences based on all the different data that is available, and then to optimise. So targeting will never replace the work of media planners, but will enable them to evolve to a role of ‘data planners’.

10. Targeting is solely about online displayTargeting works across media; the required technology and tools are also available in other channels. Out-of-home technology is particularly exciting in the possibilities it presents; the potential for digital billboards on the street, or in shops, that could estimate gender and age of viewers and display targeted advertising. This technology is just getting started, but already gives a hint of how targeting will develop in the future.

Rosa Markarian is director of product marketing at Xaxis.


www.thedrum.com 28.MAY.14 THE DRUM26Q&A

While some believe that the oft-cited Lumascape is unneccessarily complex, the digital advertising ecosystem is certainly crowded and confusion abounds around the issues in the space. Here, The Drum seeks to demystify some of the crucial questions facing the industry by shining a spotlight on some of its key players to find out what’s on their minds.

SUP_DTA_MAY_28_Q&A.indd 26 15/05/2014 14:38


While some believe that the oft-cited Lumascape is unneccessarily complex, the digital advertising ecosystem is certainly crowded and confusion abounds around the issues in the space. Here, The Drum seeks to demystify some of the crucial questions facing the industry by shining a spotlight on some of its key players to find out what’s on their minds.


THE DRUM 28.MAY.14 www.thedrum.com Q&A27

of the supply and the hundreds of millions of pounds invested into ad tech point solutions make digital a challenging channel to understand for most brands, let alone fully leverage. The optimist in me sees that these challenging barriers will gradually be overcome as we drive towards greater standardisation (especially around viewability and ad formats), further consolidation in the ad tech ecosystem and ultimately, fewer intermediaries between agencies and publishers.

Niall Hogan, UK MD, Integral Ad Science The key challenge facing the digital trading industry today is trust. Advertisers

want to know and trust that their investment in digital media is delivering the best possible return. It’s a tough landscape at the moment with sensational stories in the media about ad fraud, bots, click-farms, un-viewable ads: all testing advertisers’ faith in digital media to its limits. The good news is that as an industry we can demonstrate solutions to the issues, and value to advertisers. By building trust with advertisers we can start to deliver the honest transactional environment for their digital ad spend that they are increasingly demanding.

Gavin Stirrat, chief operating officer, StrikeAdThe incredible growth of mobile devices and how to

best accommodate serving campaigns in a huge range of tablets and smartphones can be a problem for those who have operated largely in the desktop world. Mobile’s nuances separate it out significantly from trading desktop campaigns, ranging from the geolocational capabilities for hyper-local real-time campaigns through to the aforementioned device differences and understanding the contextual use of mobile in the customer journey in this multi-screen world.

Melina Jacovou, founder and CEO, Propel

Zac Pinkham, MD EMEA, Millennial MediaAutomation. Mobile programmatic is arguably the big challenge – and

opportunity – facing the digital trading industry. Traditionally associated with buying and selling remnant inventory, we are now at a juncture where automation can support the more advanced

What is the main challenge facing the digital trading industry?

Marco Bertozzi, executive MD EMEA, VivaKiDigital trading seems unable to shake its reputation as being a wild west for

advertisers, whether that is from a brand safety perspective or transparency or overblown tech promises. This is harming our industry and to go part of the way we should focus on reputable companies refusing to trade in blind inventory and being willing to report line by line to advertisers. If an advertiser cares about brand safety they should never spend money with companies who will not allow that.

Rob Dreblow, head of marketing capabilities, World Federation of AdvertisersFor most members of the World

Federation of Advertisers (WFA), the key issue with digital trading is a lack of transparency. There is not enough visibility into the nuts and bolts of the trading process. Many clients feel that their industry partners have made it more difficult for clients to have visibility, for example by restricting auditors’ access to data.

The perception amongst advertisers is that arbitrage is widespread and potentially influences media purchase recommendations. Many are also concerned that clients’ interests are not always front of mind for those working at the sharp end of trading.

Sue Hunt, UK MD, Improve DigitalDigital has continued to grow

beyond expectation, with the recent IAB/PwC report showing 15.2 per cent year on year growth, hitting £6.3bn in 2013. Within that growth, display has accelerated significantly now contributing 30 per cent of this figure. We can

needs of the buyers and sellers in premium mobile advertising inventory.

We see three key considerations in programmatic that will help drive digital ad spend – collaboration, clarity and education. By working together as both the technology and the industry evolves, we will reach a stage where programmatic will serve as a critical component of the mobile trading mix.

Nicolas Bidon, MD, Xaxis UK I believe that digital is still too fragmented and complex. We have a tendency as an industry to make things more complicated

than they should be at times. The lack of agreed standards in certain areas, the fragmentation

With the news that UK ad spend is set to hit £20bn for the first time in 2015, the focus has to be on how the digital industry can continue to entwine innovation and creativity with performance and accountability. The reliance on digital, and more specifically the exponential rise in mobile advertising is in response to consumers’ insatiable demand for instant information, service and choice. Technology advancement is therefore key now, but so too is the strategy behind understanding audience needs and masterminding compelling and rewarding customer engagement. The obvious knock-on effect of this will be an increased war for talent as organisations look to get out of the blocks before their competitors.

assume programmatic trading has been the catalyst for this, and projections point to that trend continuing in 2014.

However there is still a gap between the consumer and the digital trading industry when it comes to mobile. Currently, 42 per cent of the top 100 brands, amazingly, do not have mobile optimised websites, which inevitably restricts the opportunity to promote those brands across mobile devices. Many platforms and publishers are also yet to make mobile as available and easy to trade as traditional PC. Addressing that challenge takes time, but must be accelerated as smartphones and tablets become increasingly central to media consumption and purchase patterns.


PROGRAMMATIC

SCALETRANSPA

RENCY

INVENTORY

ACCESS

EFFICIENCY

DATA

AUTOMATION

ACCURACY

Learn more at millennialmedia.com/mmx

The Millennial Media Exchange gives programmatic buyers more

access, control, and visibility for their ad spend, on a global scale,

with hundreds of millions of data-rich mobile impressions per day.

©2014 Millennial Media, Inc. All rights reserved.


PROGRAMMATIC

SCALETRANSPA

RENCY

INVENTORY

ACCESS

EFFICIENCY

DATA

AUTOMATION

ACCURACY

Learn more at millennialmedia.com/mmx

The Millennial Media Exchange gives programmatic buyers more

access, control, and visibility for their ad spend, on a global scale,

with hundreds of millions of data-rich mobile impressions per day.

©2014 Millennial Media, Inc. All rights reserved.



Andy Mitchell, MD Europe, BrightRollOne of the biggest challenges for digital trading today remains the complexity in the supply chain. The number of agents,

suppliers and other parties taking a slice of the incoming ad spend means that for every pound spent a lot less is actually making it into the pockets of publishers.

However, it’s not necessarily the number of layers involved in the process that is causing these problems; it’s the fact that the size of the commissions being taken at some levels are way out of kilter. These commissions are disproportionately large at various stages; most famously at the DSP level. While we’re in a nascent period with digital trading for video, it’s one that will probably resolve itself very quickly. It took 10 years for the display market to go from not having enough inventory, to having too much inventory, and then to being performance-based as there was so much of it. It won’t take video anywhere near as long to go through that cycle.

Why? Because people are already online, and agencies are already going through the programmatic experience with flat display. Ultimately this means we’ll get to the point of more data driven decisioning much faster.

However, I don’t think that we’re going to see the complexity of digital trading being simplified, instead I think we will see a rebalancing take place. This means that people will have to take a greater or lesser cut, which will be in direct proportion to their contribution to the value chain.

Nick Reid, MD UK, TubeMogulFrom a philosophical perspective, I think perhaps a crisis of communication – we need to change the way we talk about

ourselves and make it easier for people to understand the real differentiations within our industry. This is especially the case when talking to brand marketers. There are many ways in which the programmatic space can help bring greater accountability and control to advertisers and doing this in a simple and transparent way is key. Greater transparency will help bring more efficiency and trust, while consistent measurement and verification will help to deliver more understanding and investment across the brand spectrum.

Amit Kotecha, head of marketing EMEA, QuantcastThere are various challenges for the market including attribution, viewability

and brand safety, but if I were to pick one I would say attribution needs more airtime than ever. The current measurement for display campaigns needs to be challenged, since brand marketers are starting to focus much more on the path to purchase, how consumers make their way to a conversion via all kinds of different channels, what propels them to do this, and which devices they use so we need to be giving them the tools to assess cross-channel sooner rather than later. Attribution is becoming even more of a focus for the industry since only recently, Google and AOL acquired two major players in the attribution space – Adometry and Convertro, respectively.

How can programmatic gain its rigHtful place on tHe media plan?

Simon Haynes, UK MD, IgnitionOneProgrammatic needs to realise that media is still based on emotion. We need to apply the science of programmatic

buying but break it down into transparent and easily consumable terms so that people cannot be apprehensive about using it. To gain its rightful place on the media plan, the key is not only to be a transparent technology but also transparent in intellect.

Sarah Mahony, group head programmatic and agency sales, UnanimisBy making it accessible. Programmatic

is an area shrouded in the sorts of jargon and abbreviations that sometimes leave the advertiser blinded by science. It doesn’t have to be that way. Perhaps more people in the marketplace should make more of an effort to explain programmatic in ways that are clearer and easier to understand.

Mark Syal, head of media EMEA & client partner, EssenceThe medium will come into its own once the majority of activity is traded

via programmatic. We are not there in the UK, and Germany, France and southern Europe are

The incredible growth of mobile devices and how to best accommodate serving campaigns in a huge range of tablets and smartphones can be a problem for those who have operated largely in the desktop world.

– gavin stirrat, chief operating officer, strikead


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StrikeAdPowering mobile advertising

TM

Take once a day to relieve the symptoms of mobile planning and buying

The world’s first dedicated mobile demand side platformFor many media agencies, planning and buying on mobile can be a painful experience which is why we built StrikeAd Fusion™; a single platform through which you can plan, execute, evaluate and optimise all your mobile campaigns, in real-time and on a global basis.

StrikeAd Fusion™: Makes the process of running mobile campaigns across multiple devices and geographies much easier. Our Real Time Bidding Engine ensures you are buying only the inventory that works for your clients and optimises automatically.

StrikeAd Engage™: If you’d like to test the effectiveness of our platform but are not in a position to license technology yet, we also offer a fully managed service. Send us your RFP and we will respond with prices and case studies to illustrate how we can add tangible efficiencies to your mobile plans.

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further behind. When advertisers and agencies realise that they

can deliver better targeted and controllable brand activity using programmatic activity, it will become a more prominent medium. This will also grow in momentum as programmatic starts to encompass other media channels like outdoor and addressable TV, and stops being executed separately from clients, by trading desks.

Ed Steer, MD, Sphere DigitalFirst of all, campaigns that are run programmatically need to work and deliver results. When they do, more and

more budget will spent on programmatic. Offering advertisers and publishers a safe and secure environment to buy and sell media in will also have a

positive impact. With businesses like Sky, Condé Nast and the Telegraph creating private market places the availability of premium inventory will encourage more advertisers and agencies to include programmatic on their plans. It also gives programmatic more credibility – everyone, from publishers to advertisers, is supportive of programmatic and the role it plays in their media plan and monetisation of their inventory.

Having a cohesive platform across desktop, tablet and mobile would also help. Lastly, if agencies were to promote jobs on their trading desks within their opcos as ‘the future’ this would go a long way to raising the profile of programmatic across the agency networks, and not only within their trading desks of DR teams.

Sacha Bunatyan, UK COO, AmnetBy communicating the real value it delivers to clients and continually focusing on getting the basics right that drive tangible

business benefits, while making sure we attract the best and brightest candidates into our industry.

Nick Reid, MD UK, TubeMogulI think this is already starting to take place. Programmatic is simply another way of buying media – using software to automate

the buying process, making it more efficient, transparent and scalable. Automation’s appeal will grow even more as advertisers look to combine the scale and reach of open RTB with programmatic direct, consolidating their planning and buying process into one, buy-side platform. This does not replace or remove traditional media relationships. It does, however, help both sides of the fence increase focus and efficiency, which will only help drive more spend.

It’s only through truly understanding their customers that brands are able to make effective and efficient online media decisions and media buys.

– Simon Haynes, UK MD, IgnitionOne


Read up on the latest trends in four fashion blogs over his morning coffee

112 OF 721 web pages visitedin the last week were relatedto Asian art and culture

15X increased likelihoodof him buying an airline ticket

to Japan in the coming days

217TH most likely of54,861,245 UK internet usersto purchase an emerging designer’s scarf online in the next 2 days

900% spike in likelihoodof buying Japanese selvedge jeans in the coming weeks

82 6321

INDIA JAPAN THAILAND

WE’RE NOT REALLY PSYCHIC.

BUT WE’RE PRETTY CLOSE.

Quantcast Advertise knows your customer’snext move, so you can make yours fi rst.


Read up on the latest trends in four fashion blogs over his morning coffee

112 OF 721 web pages visitedin the last week were relatedto Asian art and culture

15X increased likelihoodof him buying an airline ticket

to Japan in the coming days

217TH most likely of54,861,245 UK internet usersto purchase an emerging designer’s scarf online in the next 2 days

900% spike in likelihoodof buying Japanese selvedge jeans in the coming weeks

82 6321

INDIA JAPAN THAILAND

WE’RE NOT REALLY PSYCHIC.

BUT WE’RE PRETTY CLOSE.

Quantcast Advertise knows your customer’snext move, so you can make yours fi rst.



their campaign activity. Programmatic isn’t one line on the media plan… I believe it will become the media plan for many advertisers.

Brand safety is a Barrier to entry for many Brands – how can the industry overcome this hurdle and what is Being done to effectively tackle inappropriate ad placement?

Mark Syal, head of media EMEA & client partner, EssenceBrand safety is very important to a lot of major brands. Ad-blocking and pre-

bid solutions now do a lot more to filter

Mary Keane Dawson, CEO, MyHealthPalDesign a much sexier relevant story that fires the imagination and inspires brilliant

cross-platform creative – that wins awards. In this way advocates and influencers will drive the opportunity to unlock its full commercial and creative potential.

Tim Webster, co-founder and chief strategy officer, The Exchange LabOur job is to educate the client about how programmatic can answer their advertising

needs in a brand environment and enable the targeting of audience at scale. Programmatic is so much more than a DR channel, and I think it’s been put in this line on the plan because DR advertisers are often the most adventurous and forward-thinking in

inappropriate content, and can be applied at source by the supplier and during the buying process. While different brands will have different levels of tolerance and industry guidelines to address in terms of brand safety – eg drinks brands vs a youth fragrance brand – the cost is a barrier for some brands, and the price needs to fall.

As more premium inventory comes into the marketplace, buyers will stop chasing performance only in the low cost low quality inventory that’s available from some suppliers. Above all, brands – and their agencies – need to know where they are buying, and who they are dealing with. At the moment that is through vast blacklists and greylists which need to be maintained.

Nicolas Bidon, MD, Xaxis UKThere is no doubt that we, as an industry, need to continue to be extremely vigilant

with ad misplacement. The good news is that there are an increasing number of tools and best practices such as whitelists and blacklists, content verification technologies and real-time ad blocking that are proving effective when it comes to proactively addressing some of the past placement concerns. Unfortunately, nothing is yet 100 per cent bulletproof, and the key players in the industry (exchanges, SSPs, DSPs, agencies) must continue to focus on pulling together their collective forces in order to eradicate inappropriate placement across the ecosystem.

Niall Hogan, MD UK, Integral Ad Science Brand safety within digital media is still a massive concern for many advertisers.

In our latest research, from H2 2013, advertisers had purchased inappropriate placement of ads from three per cent up to eight per cent of impressions. These might seem like small percentages, but the damage to a brand’s image could be incalculable.

Even if only one person saw a brand they deemed to be in an inappropriate environment; an isolated consumer incident potentially can escalate on social media. Brands naturally want to protect themselves from negative consumer criticism.

Technology is available now to help brands make decisions about the kind of impressions they buy, and the kind of environments they engage with. These technologies work at a page and impression level to help brands make the right media purchasing decisions.

Matt O’Neill, head of supply and fulfilment, Unanimis

Advertisers and agencies can address this by working with partners who

understand this issue and address it as a priority. Problems sometimes arise when advertisers access the ‘long-tail’ inventory of the traditional blind networks. You don’t know where your ad is going to appear – and sometimes there can be uncomfortable surprises. The best way to avoid these problems is to use premium networks that can guarantee what brands will be placed on which sites, and when.

And in an increasingly programmatic world, it’s

Every publisher or media owner has its own story to tell that holds appeal for advertisers, whether that’s its quality of content and environment, knowledge of its audience and their behaviours, or creativity in its advertising offering and available formats.– sue hunt, uk md, improve digital




also very important to work with trusted technology partners as well as quality publishers. Adopting a dual-pronged approach, using the right network with the right technology, will deliver the safest environment and highest ROI for advertisers.

Ed Steer, MD, Sphere DigitalMake using an ad verification platform mandatory for every online media buy. Technology companies should absolutely

use some form of ad verification platform to offer transparency on every ad that is served via them.

Martin Kelly, CEO, Infectious MediaBrand safety continues to be a big issue in the industry but it really shouldn’t be and the industry has come a long way in

the last few years to tackle this. There are a suite of technologies out there that can help along with manual processes like whitelisting sites (ie you only appear on sites that you specify ) that all reputable companies should use.

If your ads are appearing on non-brand-safe sites, you need to consider the partner you are working with.

Is there a trust Issue wIthIn the Industry around the sharIng of fIrst-party data?

Dave Reed, MD EMEA, MediaMathThe value of first party data for marketers is massive. Remarketing is a basic tactic that can provide immediate gains with little

effort in driving better demand capture. Increasingly, however, we are seeing marketers employ more sophisticated approaches and gain even more value. By leveraging online and offline data sets – including CRM, point-of-sale and customer service – marketers move beyond just simply capturing existing demand via remarketing to actually driving demand generation, brand affinity, higher customer lifetime value and better ROI on marketing investment.

Another interesting trend we’ve seen is the growing use of first party data by publishers to drive better performance for advertisers and capture more value from their unique audience data.

Joel Christie, UK client strategy director, Rocket FuelIt varies by vertical, and isn’t necessarily an advertising industry problem. For

example, it can be more of a problem for advertisers in the financial space, as their first party data is far more sensitive because of its nature. I haven’t seen too many obstacles getting access to data if the advertiser is clear about the benefit and how it will be used.

Simon Haynes, UK MD, IgnitionOneThere should be a trust issue around sharing first party data. Their consumer knowledge should be the most important

part of any brand’s marketing activity and data leakage should be a priority for any client or any marketer working online or offline.

It’s only through truly understanding their customers that brands are able to make effective and efficient online media decisions and media buys. Unfortunately,

through lack of awareness and education by the companies that hold and use that data, it’s not as high a priority in a lot of cases as it should be.

Sue Hunt, UK MD, Improve DigitalData is still widely discussed and debated, but how to surface and value quality first party data is not necessarily

deeply understood. Third party data has long been available, and arguably, commoditised as a result. Proprietary first party data, however, is not so readily surfaced for reasons beyond trust. User data that exists across online and offline media can be subject to differing privacy policies, and is challenging to aggregate and integrate into advertising platforms. Data management platforms have emerged with a view to resolving this challenge, and publishers are becoming aware of the opportunity they bring. Education is still needed as to how owners of this data can monetise but also protect their audience assets, but in time, there will become a point at which data is traded independently of core advertising space.

Marco Bertozzi, executive MD EMEA, VivaKiYes, driven by those not showing enough

respect to publisher and advertiser data. It

There are many ways in which the programmatic space can help bring greater accountability and control to advertisers and doing this in a simple and transparent way is key.– nick reid, Md, tubeMogul

is simple, your advertiser should not be asked to share their data with others by anyone, unless they have identified a strategic tie up. The advertiser should put companies under the microscope in understanding the data issue – something does not happen enough. The problem is particularly difficult with independent companies and networks where advertisers have no right to audit anything. Publishers have realised the


Affectv

TBG

WFAPulsePoint

TURN

iCrossing

Affectv is an international leader in audience technology. Our mission is to make advertising more relevant for people, so we can help improve the Internet. We help brands and marketers to find, understand and connect with the relevant audience, in real-time across multiple digital channels, by interpreting the world of noisy data into people’s signals.

TBG is a global agency focused on driving measurable performance from new channels. Data is at the heart of everything we do. To engage in conversation with your social audience we must analyse social data and understand who and where they are, and the content that engages them. We then develop that data into insights and align your social strategy with your business goals.

WFA is the only global organization representing the common interests of marketers. It brings together the biggest markets and marketers worldwide, representing roughly 90% of global marketing communications spend, almost US$ 700 billion annually. WFA champions responsible and effective marketing communications.

PulsePoint™ is an advertising technology company that owns one of the largest transparent programmatic exchanges in the industry. Leveraging its proprietary targeting technology, the company connects brands to the right audiences through next-generation programmatic solutions at scale. PulsePoint’s technology dynamically integrates content data and audience data against every impression across its transparent exchange, allowing demand and supply partners to make smarter, insight-driven buying and selling decisions in real-time.

iCrossing is a digital marketing agency specialising in data driven strategies to build connected brands.

The company blends best-in-class digital marketing services — including paid media, search engine optimisation, creative, Web development, social media, UX, research and analytics — to create integrated digital marketing programmes that engage consumers and drive ROI. iCrossing is a unit of Hearst Corporation, one of the world’s largest diversified media companies.

Turn delivers real-time insights that transform the way leading advertising agencies and enterprises make marketing decisions. Our integrated cloud platform enables data manage-ment, cross-channel advertising, and advanced analytics from a single login, along with point-and-click access to more than 130 integrated technology partners. Turn is headquartered in Silicon Valley and provides its products and services worldwide.

www.affectv.co.uk

Tel: 020 7580 9718

Email: [email protected]

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www.tbgdigital.com

Tel: 020 7428 6650


Twitter: @tbgdigital

www.wfanet.org/en

Tel: +32 (2) 502 57 40


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www.thedrum.com 28.MAY.14 THE DRUM36MANIFESTO PARTNERS

DTA Partners.indd 36 15/05/2014 11:41

Affectv

TBG

WFAPulsePoint

TURN

iCrossing

Affectv is an international leader in audience technology. Our mission is to make advertising more relevant for people, so we can help improve the Internet. We help brands and marketers to find, understand and connect with the relevant audience, in real-time across multiple digital channels, by interpreting the world of noisy data into people’s signals.

TBG is a global agency focused on driving measurable performance from new channels. Data is at the heart of everything we do. To engage in conversation with your social audience we must analyse social data and understand who and where they are, and the content that engages them. We then develop that data into insights and align your social strategy with your business goals.

WFA is the only global organization representing the common interests of marketers. It brings together the biggest markets and marketers worldwide, representing roughly 90% of global marketing communications spend, almost US$ 700 billion annually. WFA champions responsible and effective marketing communications.

PulsePoint™ is an advertising technology company that owns one of the largest transparent programmatic exchanges in the industry. Leveraging its proprietary targeting technology, the company connects brands to the right audiences through next-generation programmatic solutions at scale. PulsePoint’s technology dynamically integrates content data and audience data against every impression across its transparent exchange, allowing demand and supply partners to make smarter, insight-driven buying and selling decisions in real-time.

iCrossing is a digital marketing agency specialising in data driven strategies to build connected brands.

The company blends best-in-class digital marketing services — including paid media, search engine optimisation, creative, Web development, social media, UX, research and analytics — to create integrated digital marketing programmes that engage consumers and drive ROI. iCrossing is a unit of Hearst Corporation, one of the world’s largest diversified media companies.

Turn delivers real-time insights that transform the way leading advertising agencies and enterprises make marketing decisions. Our integrated cloud platform enables data manage-ment, cross-channel advertising, and advanced analytics from a single login, along with point-and-click access to more than 130 integrated technology partners. Turn is headquartered in Silicon Valley and provides its products and services worldwide.

www.affectv.co.uk

Tel: 020 7580 9718


Twitter: @affectv

www.tbgdigital.com

Tel: 020 7428 6650


Twitter: @tbgdigital

www.wfanet.org/en

Tel: +32 (2) 502 57 40


Twitter: @wfamarketers

www.pulsepoint.com

Tel: 020 3574 4613


Twitter: @pulsepointbuzz

www.icrossing.co.uk

Tel: 020 7821 2300


Twitter: @icrossing_uk

www.turn.com

Tel: 020 7255 5650


Twitter: @turnplatform

www.thedrum.com 28.MAY.14 THE DRUM36MANIFESTO PARTNERS

DTA Partners.indd 36 15/05/2014 11:41


value of their data and so are being more cautious and I think slowly taking back control in a positive way.

Sacha Bunatyan, UK COO, AmnetYes and no – historically yes where advertiser first party data was shared and used without permission across

many clients and campaigns by a number of networks and programmatic players, and where publishers discovered that their first party data was being collected and used without compensation. Both clients and publishers are now more savvy; at Amnet we see an opportunity to redefine the value of

data by working in an open and collaborative way with clients and publishers, which overcomes the trust issue. However if you are talking overall within the industry then yes, as the historical legacy practices of the industry still shape the perception people have today.

Martin Kelly, CEO, Infectious MediaI don’t think there is a trust issue when sharing first party data is done knowingly and contractually between

companies. I think there is an issue when data is used without the permission of the source of it. Unfortunately this was a common practice amongst ad networks and many brands are now fearful that trading desks are aggregating and using their first party data without their permission in exactly the same way.

Gavin Stirrat, chief operating officer, StrikeAdThere have certainly been some examples of the sharing of first party data, which

is why agencies and advertisers should be clear with their partners as to appropriate use of their data. At StrikeAd, we are very clear that any data collected through the tracking of an advertiser campaign belongs solely to that advertiser and will not be made available to other partners of ours.

Andy Mitchell, MD Europe, BrightRollFor me, it’s not an issue of trust, it’s an issue of common sense. The exchange or trading of any type of data exists in almost

every industry, most notoriously in retail through club card and anonymous basket data. Every supermarket analyses every basket that goes through it’s till, whether it’s anonymous or via a club card. Is there a trust issue? Well there is if you’re going to bring in a supplier or a company that you’re not sure about, but if it’s Tesco dealing with Dunnhumby then there isn’t a trust issue.

Similarly, if we’re dealing with Krux, Exelate, BlueKai,

comScore or Nielsen then there is no trust issue. That’s because these are big companies that operate with integrity, because their brand relies on that.

The BrightRoll platform also relies on being able to operate with integrity. We operate at massive scale and sit at the point of most knowledge, next door to the original source of that customer data. And we do this across three dimensions; the advertiser, the publisher and the consumer. This means that our reputation relies on our ability to comply with all applicable laws around the world and to partner with the right companies. And these tend to be named brands where trust pre-exists.

How can publisHers compete witH tHe likes of facebook for advertisers’ casH?

Joel Christie, UK client strategy director, Rocket FuelFacebook has been exceptionally good at not taking itself too seriously as a

‘publishing’ brand and saying ‘you are

buying a Facebook audience’. What it has done is enable advertisers to use Facebook to target individuals, which is of huge benefit.

The important thing for an advertiser is that you can target someone based on the criteria you want and you can be as broad or as narrow as you need. Some publishers however haven’t taken that approach, and have adopted the view that they are the brand and you are buying an audience based on that. If they were to better utilise the data that is now playing such an important part in the programmatic market, and positioned themselves as a platform to reach consumers in a certain environment then that would be a step towards making them as appealing as Facebook.

Facebook will always have an advantage due to the frequency of site visitation, and its strides in mobile have made it hugely attractive to advertisers. However, from my experience on the client side, the most important thing is the end user you are reaching and this is often enhanced by the site they are on, which means publishers still have a vital role to play. By embracing insight in to the consumer beyond the fact that they are on a certain site, publishers will be able to make their inventory more appealing to brands.

Programmatic is an area shrouded in the sorts of jargon and abbreviations that sometimes leave the advertiser blinded by science. It doesn’t have to be that way.

– sarah mahony, group head programmatic and agency sales, unanimis

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Zac Pinkham, MD EMEA, Millennial MediaWhen it comes to mobile it’s actually a much easier sell for publishers and

developers looking to compete for a slice of the automated pie. From data on the Millennial Media platform we’re seeing that consumers spend far more time in apps than they do on social networks, building a more complete picture of the consumers that advertisers are trying to reach.

What’s relevant to a consumer changes throughout the month, the day, even the minute. From a publisher perspective, mobile enables them to tell brand stories that connect with their target consumers at the moments that matter most.

Dave Reed, MD EMEA, MediaMathThe most basic answer to this question is age-old: produce compelling content that develops

a loyal following among consumers that are sought by advertisers. In that regard, relevant and resonant content will always be more important than the technology pipes that deliver advertising.

In terms of how to best leverage the new technology available, we are seeing many publishers embrace programmatic to monetise their content and audiences in new and exciting ways. Programmatic platforms enable publishers to holistically package their content and audiences

(across owned and operated, partnerships and audience extension on exchanges, for example), better optimise how direct-sold, private marketplace and remnant are prioritised, and gain deeper insights into consumer segmentations, both on-site and off.

Mary Keane Dawson, CEO, MyHealthPalOperate as a combined force to be reckoned with on numbers, quality

of audience, engagement and content. Acknowledge that as a unified digital entity they need to collaborate with old enemies – to beat their new ones. Survive and thrive this way, or disintegrate and perish but go down with a very large deficit and your own masthead and individual intractable beliefs in place. Horrible vision – but totally realistic, I’m afraid to say.

Sue Hunt, UK MD, Improve DigitalEvery publisher or media owner has its own story to tell that holds appeal for advertisers, whether that’s its quality of

content and environment, knowledge of its audience and their behaviours, or creativity in its advertising offering and available formats. Success comes from packaging these many opportunities in a way that is easy to access for the advertiser or agency, whether that be via programmatic or direct channel buys, and demonstrating the value that offering brings. Scale is important, but building a trusted partnership is vital.

Tim Webster, co-founder and chief strategy officer, The Exchange LabWe would love to see publishers (and media owners generally) embrace

new programmatic ways of trading as a means to secure the premium spend that their digital presence deserves. The quicker they set themselves up to do business in a programmatic fashion the better, with the right data to overlay and support the strong bond that exists between consumers and media to deliver greater value for advertisers. This will enable them to compete not just with Facebook but all competing areas of the digital landscape.

Martin Kelly, CEO, Infectious MediaFacebook is a huge advertising business and the reality is that they are going to be a partner for most

advertisers They have a rich source of data on their users and a great range of formats for engaging with them for advertising.

But they aren’t right for every campaign and every objective. Publishers need to make the most of the data that they hold on their audience and make it easy for buyers to trade with them programmatically as the market moves in this direction.

We’ve been saying it for a long time now, but quality really does rise to the top in the programmatic landscape. High impact and highly viewable ads work and publishers need to concentrate on these things in order to compete.

Traditionally associated with buying and selling remnant inventory, we are now at a juncture where automation can support the more advanced needs of the buyers and sellers in premium mobile advertising inventory.

– Zac Pinkham, MD EMEA, Millennial Media



Zac Pinkham, MD EMEA, Millennial MediaWhen it comes to mobile it’s actually a much easier sell for publishers and

developers looking to compete for a slice of the automated pie. From data on the Millennial Media platform we’re seeing that consumers spend far more time in apps than they do on social networks, building a more complete picture of the consumers that advertisers are trying to reach.

What’s relevant to a consumer changes throughout the month, the day, even the minute. From a publisher perspective, mobile enables them to tell brand stories that connect with their target consumers at the moments that matter most.

Dave Reed, MD EMEA, MediaMathThe most basic answer to this question is age-old: produce compelling content that develops

a loyal following among consumers that are sought by advertisers. In that regard, relevant and resonant content will always be more important than the technology pipes that deliver advertising.

In terms of how to best leverage the new technology available, we are seeing many publishers embrace programmatic to monetise their content and audiences in new and exciting ways. Programmatic platforms enable publishers to holistically package their content and audiences

(across owned and operated, partnerships and audience extension on exchanges, for example), better optimise how direct-sold, private marketplace and remnant are prioritised, and gain deeper insights into consumer segmentations, both on-site and off.

Mary Keane Dawson, CEO, MyHealthPalOperate as a combined force to be reckoned with on numbers, quality

of audience, engagement and content. Acknowledge that as a unified digital entity they need to collaborate with old enemies – to beat their new ones. Survive and thrive this way, or disintegrate and perish but go down with a very large deficit and your own masthead and individual intractable beliefs in place. Horrible vision – but totally realistic, I’m afraid to say.

Sue Hunt, UK MD, Improve DigitalEvery publisher or media owner has its own story to tell that holds appeal for advertisers, whether that’s its quality of

content and environment, knowledge of its audience and their behaviours, or creativity in its advertising offering and available formats. Success comes from packaging these many opportunities in a way that is easy to access for the advertiser or agency, whether that be via programmatic or direct channel buys, and demonstrating the value that offering brings. Scale is important, but building a trusted partnership is vital.

Tim Webster, co-founder and chief strategy officer, The Exchange LabWe would love to see publishers (and media owners generally) embrace

new programmatic ways of trading as a means to secure the premium spend that their digital presence deserves. The quicker they set themselves up to do business in a programmatic fashion the better, with the right data to overlay and support the strong bond that exists between consumers and media to deliver greater value for advertisers. This will enable them to compete not just with Facebook but all competing areas of the digital landscape.

Martin Kelly, CEO, Infectious MediaFacebook is a huge advertising business and the reality is that they are going to be a partner for most

advertisers They have a rich source of data on their users and a great range of formats for engaging with them for advertising.

But they aren’t right for every campaign and every objective. Publishers need to make the most of the data that they hold on their audience and make it easy for buyers to trade with them programmatically as the market moves in this direction.

We’ve been saying it for a long time now, but quality really does rise to the top in the programmatic landscape. High impact and highly viewable ads work and publishers need to concentrate on these things in order to compete.

Traditionally associated with buying and selling remnant inventory, we are now at a juncture where automation can support the more advanced needs of the buyers and sellers in premium mobile advertising inventory.

– Zac Pinkham, MD EMEA, Millennial Media


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