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BizReport : Advertising : June 01, 2012


4 Questions with DoubleVerify's Oren Netzer

Recently DoubleVerify released the Trust Index. Among the findings - more businesses are verifying campaigns, ensuring their ads are seen by the right traffic. I recently chatted with DoubleVerify CEO Oren Netzer about the Trust Index.

by Kristina Knight

Kristina: What was most interesting aspect about the latest Trust Index report?

Oren Netzer, CEO, DoubleVerify: The most interesting thing about this Trust Index was the demonstrable decline in noncompliance rates witnessed due to a combination of verification (the DoubleVerify Effect), weekly reporting and remediation.

The DoubleVerify Effect is a phenomenon which shows that traffic on media sellers who are aware that campaigns are being verified report much lower noncompliance than traffic from unverified partners. Findings show that due to the DoubleVerify Effect, noncompliance is immediately reduced by 21% on average when verification is applied to the campaign, even before any reports are sent to the media seller. In addition, partners that received actionable data from our reporting or those that remediated their issues with our account management team helped to reduce noncompliance rates even further.

Kristina: Post-verification, the report notes a 25% drop in non-compliance - is this a good number?

Oren: It's a great number! A 25% drop in noncompliance can equate to real money, real fast. For instance, on a 100M impression buy with a $5CPM, just implementing verification and lowering non-compliance by 25% could result in saving of $31,000. In fact, the media sellers which are aware that campaigns are being verified demonstrate lower noncompliance rates than traffic from unverified partners (a phenomenon known as the DoubleVerify Effect). This decrease in non-compliance is even higher when reporting and remediation are implemented along with verification.

Kristina:13% of pages with ads included multiple ads - why is this?

Oren: There are several reasons for multiple ads on the same site or page. Some partners may try to meet delivery goals by lifting frequency restrictions to serving multiple ads for one brand to a page. Another reason could be that multiple networks might be buying inventory through real-time exchanges or platforms. DoubleVerify is proactively working to identify and resolve such incidents. For instance, a large telecommunications brand bought placements direct through a major portal. They did not want to buy units on that same portal via another network, so they used DoubleVerify¹s insights to avoid risk of running multiple ads.

Kristina:What do brands need to know about verification and how to integrate that into online campaigns?

Oren: DoubleVerify¹s Trust Index report highlights the positive impact that verification has had on the ad-serving industry in increasing accountability, transparency and insertion order compliance. Verification and remediation are keys to driving display advertising compliance and campaign ROI. Verified campaigns provide valuable analytics and insights to help marketers evaluate campaign performance and optimize media planning.

Tags: ad tips, ad trends, ad verification, DoubleVerify, online advertising, Oren Netzer










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