Ticking Time Bomb: How Video Ads Can Ruin Your Brand, Digiday Video Anywhere Summit, April 10th
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Ticking Time-Bomb: How Video Ads Can Ruin Your Brand Rotem Rave Digiday Video Anywhere, April 2016
Transcript of Ticking Time Bomb: How Video Ads Can Ruin Your Brand, Digiday Video Anywhere Summit, April 10th
TickingTime-Bomb:
HowVideoAdsCanRuinYourBrandRotem Rave
Digiday VideoAnywhere, April 2016
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ToensureaClean,SafeandEngagingUserExperience
GeoEdgeMission:
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VideoAdNumbers
654.7millionvideosads;with2.8trillionviews
in2015
Currently,17%ofpublisher
revenuecomesfromvideoads
Mobilevideoadspendispredictedtoreach$8.6billion
by2018
17%654.7Million $8.6Billion
**basedonaYuMe study,2015
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TheMajorRiskwithVideoAds
DisruptingtheUserExperience
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Contributing FactorstoUserExperienceDisruption
Operational/Performance
Quality
Security
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Performance:Latency
• Afterjust2seconds20%ofviewersgiveupandleavethesite,aftereachadditionalsecond,afurther6%leave(Univ.ofMass.Study)
• 4outof5userswillclickawayifavideostallswhileloading(Google)• 40%ofpublisherscitedslowvideoloadtimesasaprincipalconcern(AppNexus)
Didyouknow?
• Loadtimecantakeupto10xofdisplay• Someadstakeupto2minutestoload• SomeadshaveMOREthan2000requests
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Performance:Latency
• PoorchoiceofCDN
• Sequentialorparallelvideowaterfalls
• Thecontroliswiththeplayer
Whydoesithappen?
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Operation:AggressivePlayerPhenomena
• AutoScroll
• CloningPlayer
• AutoResize
AutoScrollisfoundin0.6%oftotalservedvideoads
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Quality:AutoplaySound
GoogleupdatedtheirChrometabstoshowaspeakericonforaudioplayingsothatuserscanmakeaquickidentification.
AutoplaySoundisfoundin4%oftotalservedvideoads!
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Security:MalvertisingontheRise
• Videoadsarefastbecomingtheweaponofchoiceforbadactors
• "Wefindthisstuffallthetime,wecouldreportoneeveryweek.”(ScanSafe/Cisco)
• Malvertising iscontinuingtorise–325%increaseinthelastyear(Cyphort)
• Monitoringvideoadsismorecomplexthandisplayads
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Security:MalvertisingontheRise
Infectioncanoccurpre-click&postclick:• Impressionand/ortrackingpixel• Deliverypathtothelandingpage• Pre/post-clickURL• Thelandingpage• Etc.
GrowingTrendofDrive-by-DownloadsinVideoAds!
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TheJarringCallintheMiddleoftheNight
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Youknowyouhavetheproblem...Whatnow?
Visibility&Transparency
• Tracethesourceandblockthecampaign• SeparatealltheVAST/VPAIDelements
andidentifytheexactsource• FulltransparencytoHTMLtreeto
pinpointpossibleproblemsineverypossibleRTBoutcome
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HowDoYouLimittheRiskofVideoAds?
• Remainvigilantincurrentbestpractices&policies
• Visibility&transparency• Continuousmonitoring(24/7)• Real-timeviolation
management
AllInclusiveSolution:
ImplementVideoAdSecurity&Verification
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TheLeadingVideoAdVerificationSolution
• VideoMalwareProtection• IdentifyPhishing
Attempts• DetectAngelKit
USERSECURITY CAMPAIGNQUALITY ADOPERATIONS
• PinpointLatencyIssues• IdentifyAutoplay
Sound• DetectIn-BannerAds
• PresententireVAST/VPAIDelements• ScreenAdLength• DetectUnsupported
MediaFiles• VerifyIABVAST&
VPAIDSpecs
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