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The Surprising Lessons Learned
By Buying A Few Billion
Viewable ImpressionsScott Spaulding, Quantcast
3| Copyright 2014 Quantcast | Confidential @Quantcast
About Quantcast
The most effective advertising from the people who really get audiences
Quantcast Measure Quantcast Advertise
Knows your customer’s next move, so you can make yours first.
Measures millions of customer behaviors in the moment.
Directly measuring audiences spanning
hundreds of millions of web destinations
Advertising that acts on real-time
audience behavior.
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AD
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What is viewability?
AD
Browser An ad is considered viewable
when 50% of pixels are displayed
on screen for one second or
more.
This is a viewable ad.
This is a non-viewable ad.
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dolor sit amet,
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nonumes
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duo, harum
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A (very) brief history of viewability
Then Now
First
measurement
MRC advisory
The 3MS
definition
MRC starts
accrediting
vendors
The MRC lifts its
advisory
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A few benefits of Viewability…
Brand Campaigns Direct Response Campaigns
• Reduce the number of wasted
impressions
• Focus impression delivery with
quality publishers and content
• Draw a clearer connection between
ads that work and the lift that they
produce
• Drive more customers, conversions,
and clicks by buying more in-view
inventory
• Reduce eCPAs by eliminating spend
on non-viewable inventory
• Optimize delivery to higher
performing placements
• Improve attribution by removing non-
viewable impressions from the
purchase path
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Quantcast has invested heavily in viewability
2 years of experimenting, testing and development
Every major viewability vendor evaluated in multiple rounds of head to
head testing
Working with partners to measure:
• >1B impressions / month
• Across >10k Publishers
• And across every major RTB Exchange
Optimizing toward viewability for 300+ clients
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Above-The-Fold is a poor proxy for viewability
Viewability rates for ATF inventory vary across exchanges, with one exchange at
only 44% viewable on ATF
Vie
wa
bilit
y
65%
55%
44%
0%
20%
40%
60%
80%
100%
Exchange A Exchange B Exchange C
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Limited supply of very high viewability inventory
Inventory with viewability above 75% is less than 5% of all RTB inventory
38%40%
19%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0-25% 25.1-50% 50.1-75% 75.1-100%
% o
f R
TB
im
pre
ssio
ns
Probability of being viewable
@Quantcast
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Higher viewability is typically more expensive
Inventory with viewability above 75% can be up to 2x as expensive as the average.
86100
133
192
0
50
100
150
200
250
0-25% 25.1-50% 50.1-75% 75.1-100%
Viewability
eC
PM
In
de
x (
10
0 =
RT
B a
ve
rag
e)
@Quantcast
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What we learned
• MRC accredited viewability vendors can now measure up to 93% of all impressions
• Average viewability on exchanges tends to be in the 30-50% range
• Optimizing toward viewability drives better results – more conversions and
customers as well as higher brand lifts
• Optimal campaign performance is achieved around 55-65% viewability
• Attribution remains a gap, so keep a level playing field by holding all vendors on a
plan to the same viewability goal
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Best Good for some
Progression of adoption viewability
Most advertisers can
test a 55-65%
viewability goal
Advertisers experienced
with viewability may
consider growing into
VCPM
Moderate Viewability Goal VCPMMeasurement
All advertisers can
measure the
viewability of existing
campaigns
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ATTENTIONis the advertising currency
of the future
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Q&A
15
Thank you!
Scott Spaulding, Quantcast