Mumbrella360 video: The verified impression

In the lead-up to Mumbrella360 on June 7-9, we revisit highlights from last year’s event.

Duncan Trigg, vice president, advertising effectiveness at comScore, talks about content verification and how it offers transparency and clarity to both sides of the business and how to avoid fraudulent measurement.
Panel: Ben Green, director of programmatic at Yahoo; Peter Bojanac, director of sales and marketing at Suncorp; and Alistair Jones, media and connections manager at Kellogg’s Australia.

https://youtu.be/ITif1Pj3af4

• 0:00 What is a verified impression?
• 5:00 Basic bots explained
• 6:44 Fraud and the types of  fraud: comSCore uses triple detection technology to measure the most sophisticated types of NHT
• 7:20 Domain hijacking and its effect on legitimate publishers
• 8:44 How we detect fraud: the tag-based system
• 9:58 comScore census network records 1.7 trillion interactions each month
• 11:34 Viewability and the discrepancy between vendors
• 12:50 Calculating viewability incorrectly – when is it optimising toward fraud
• 13:00 If I have multiple windows open, which one is being measured?
• 14:30 Did the product perform as expected in the following scenarios?
• 15:30 What is harmful varies from client to client
• 15:58 Brand safety: illegal content (software, piracy, spam); race hate; pornography; nudity; politics; social media; news events
• 18:10 Industry Trust: is there quality in programmatic
• 19:00 Human vs Non-human traffic
• 23:00 A level playing field of information
• 26:00 Optimise toward to the verified impression
• 27:00  Duncan introduces the panel: Ben Green, director of programmatic at Yahoo; Peter Bojanac, director of sales and marketing at Suncorp, and Alistair Jones, media and connections manager at Kellogg’s Australia
• 28:00 Who stands to win from the adoption of verification in market?
• 29:40 Audience questions
• 46:31 Presentation concludes

Suzan Ryan

topics ComScore content fraud Video

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