IAS Verification, Consume Exposure and Brand Safety by Integral Ad Science. If you would like a copy of this presentation, please email your contact at IAS.

1. State of Consumer Exposure
Travis Lusk, May 9th 2017

2. 2017 will be a milestone for digital
- its ad spend will surpass TV dollars
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$77B
$53B
$12B
$27B
on video
to be spent
on mobile
on programmatic
display
Source: eMarketer, March and April 2016

3. The market is paying attention to media quality
3

4. U.S. display snapshot
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Optimized: use of ad fraud prevention technology
Non-optimized: no use of ad fraud prevention technology

5. 3rd party measurement is key on walled gardens
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6. Be part of a joint industry effort
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MEMBER
ACCREDITED AUDITED

7. A marketer’s goals have
not changed
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Right audience
Right message
Consumer recall
and action

8. How many times did I reach each consumer?
How many consumers did I reach?
Reach & Frequency
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9. Impressions People
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10. How many ads do I need to serve
to reach a consumer 4 times?
Uhh…4?
Not quite.
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11. I served 10 ads
to a consumer.
Only 3 ads were
viewable.
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12. Therefore, I bought 10 impressions
to reach one consumer 3 times.
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13. Reach & Frequency
Reach
& Frequency
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14. 3 Exposures
3 Exposures
3 Exposures
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15. 3 Exposures
3 Exposures
3 Exposures
1 30Seconds
18
1 30
6
1 30
13
Seconds
Seconds
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16. Raw Frequency
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17. How many ads are served to each user?
(Not necessarily viewable)
10:3 Ratio
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18. How frequently am I serving ads to my users?
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19. How is my spend distributed per user?
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20. How is my spend distributed per user?
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21. How many ads are my users actually seeing?
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22. 22

23. How long are my ads in view for?
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35%

24. 24

25. Impressions People
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26. Thank You!
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