Getting Viewability Right

Jen Witt – Director Revenue Operations, Match Media EMEA

Digiday Programmatic Summit - Amsterdam

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Another Presentation on Viewability???

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• What vendor to choose?

• Vendor discrepancies!

• Definitions still vary by country, company, rich media units, video…

• MRC and IAB US fall out with Agencies

Let’s stay focused on what we CAN accomplish and the issues that are specific to

programmatic

Challenges buying In View Impressions Programmatically

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• Who is evaluating viewability?

• How are you buying viewable impressions?

• How are you selling viewable impressions?

Pubs – How to Sell In View Impressions

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Create a tiered approach to rolling out in view inventory

• Choose a vendor and get an idea of your viewable inventory

• Create packages or sell PMPs for your highly viewable inventory

• Start your redesign conversations ASAP so you have time to test and roll out for

2016

Make sure advertisers know how to buy your viewable impressions

Buyers: How to Find In View Impressions

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• Don’t throw out the baby with the bathwater

• Don’t spray and pray – talk to publishers

• If you are billing off third party numbers – consider that the best in view

impressions may not come from sites with the highest in view figures overall –

care about what you’re paying for, not the averages

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An Example of Success

• Major CPG brand needed for inventory 75%+ viewable against a specific demographic

• Campaign originally ran through a now discontinued platform, then transitioned to Google DBM

• They used ComScore to measure viewability

• We measured our viewability using Moat to determine optimal placements

• Client sent status of our viewability per tag weekly (with numbers if it dipped below goal)

• About 8 months in, one of our sites did a redesign which lowered viewability substantially on one

key placement – one phone call and optimization plan later, we were back on track

• The customer has now been running consistently for over a year and is happy with performance

• Key factors to success: Pre-launch conversation to understand what constituted success, reliable

feedback loop, and contacts at the client direct and the intermediary platform

3 Key Takeaways

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1. Discuss what vendor is being used for measurement

2. Pubs: Know what you can do today and plan for the future

3. Buyers: Look at performance holistically

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Communication is the key to ANY successful relationship!

Programmatic offers us efficiency

but we shouldn’t forget that buyer

and sellers brainstorming together

will lead to optimal advertiser

performance

Thank You!