,

1. PRIVILEGED & CONFIDENTIAL
AUDIENCE VALIDATION
THE NEXT STEP IN PROGRAMMATIC QUALITY
PRESENTED BY

2. PRIVILEGED & CONFIDENTIAL 2
MARK THOMPSON
CEO, NYT
“WHEN WE SAY SOMEONE
IS A MEMBER OF THE
AUDIENCE, IS A FEMALE
FASHIONISTA AGED 20-30,
WHAT’S THE
PROBABILITY THAT’S
ACTUALLY TRUE?”

3. PRIVILEGED & CONFIDENTIAL 3
2016
The Year Of
“WHAT”
VIEWABILITY
2017
The Year Of
“WHERE”
BRAND SAFETY The Year Of
“WHO”
AUDIENCE VALIDATION
2018
F20-30
Fashionista
TRENDS IN PROGRAMMATIC QUALITY

4. PRIVILEGED & CONFIDENTIAL 4
2nd
Party Data
3rd
Party Data
1st
Party Data
THE MARKETER’S CONUNDRUM

5. PRIVILEGED & CONFIDENTIAL 4
2nd
Party Data
3rd
Party Data
1st
Party Data
THE MARKETER’S CONUNDRUM
HIGH
QUALITY
OF DATA
LOW
AVAILABILITY
OF DATA
HIGH
AVAILABILITY
OF DATA
LOW
QUALITY
OF DATA

6. PRIVILEGED & CONFIDENTIAL 5
MARKETER’S CRAVE CONFIDENCE
“Mediasmith research
found that data from 4 of
11 vendors wasn’t much
better than chance in
targeting age and gender.”
“…marketers have serious
doubts about the accuracy
of some of the data they
purchase from these
vendors. The information is
expensive…and it
frequently doesn’t deliver
the improved
performance...”
“Validating & verifying
onboarding, cross-platform
IDs & 3rd party data should
be worth half-percent of
total Media & Marketing
data market annually.”

7. PRIVILEGED & CONFIDENTIAL 6
DATA: THE WILD WEST
BROWSING
BEHAVIOR
PURCHASE
LOCATION
APP USAGE
DEVICE
HOUSEHOLD

8. PRIVILEGED & CONFIDENTIAL 7
MARKETERS LEFT INVESTING MILLIONS IN 3RD PARTY DATA WITH NO GUIDANCE
Do they have
differentiators
beyond scale?
Are there
inconsistencies
in the data?
Is there
standardization
across providers?
Am I making
the right decisions?
THE QUESTION

9. PRIVILEGED & CONFIDENTIAL 8
HOW AKQA APPROACHES DATA QUALITY
Design By
Environment
Vet
Vendors
Audit
Segments

10. PRIVILEGED & CONFIDENTIAL 9
SURVATA’S NEW METHODOLOGY
PANEL SURVEYS
IN-BANNER SURVEYS
Old Way
GOODS SURVEYWALL EXPERIENCES SURVEYWALL
CONTENT SURVEYWALL
New Way

11. PRIVILEGED & CONFIDENTIAL 10
CHALLENGES TO SELECTING AUDIENCES
A KIDS MOISTURIZER MANUFACTURER
WANTS TO ADVERTISE TO
New Mothers
Segment Name Description Size (mm)
Supplier 1
Consumers that are moms
with 0-2 year olds
9
Supplier 2 New parent moms 4
Supplier 3 Consumers that are moms 18
Supplier 4 Digitally-driven mothers 21

12. PRIVILEGED & CONFIDENTIAL 11
CAMPAIGN TARGETING: APPROACH ONE
CONTROL
20%
40%
60%
80%
Supplier 1 Supplier 2 Supplier 3 Supplier 4
ALL FEMALES
% TARGET

13. PRIVILEGED & CONFIDENTIAL 12
CAMPAIGN TARGETING: APPROACH TWO
CONTROL
5%
9%
14%
18%
Supplier 1 Supplier 2 Supplier 3 Supplier 4
MOMS WITH KIDS < 18 YEARS
% TARGET

14. PRIVILEGED & CONFIDENTIAL 13
CAMPAIGN TARGETING: APPROACH THREE
CONTROL
13%
25%
38%
50%
Supplier 1 Supplier 2 Supplier 3 Supplier 4
MOMS
% TARGET

15. PRIVILEGED & CONFIDENTIAL 14
THE FUTURE OF BUYING AUDIENCES
“For marketing
data to survive,
we’ll need
an independent
auditor of data
quality.”

16. PRIVILEGED & CONFIDENTIAL 14
THE FUTURE OF BUYING AUDIENCES
“For marketing
data to survive,
we’ll need
an independent
auditor of data
quality.”

17. PRIVILEGED & CONFIDENTIAL
THANK YOU
ANY QUESTIONS?
CHRIS KELLY
chris@survata.com
SANDY KANG
sandy@survata.com
@SURVATA
IAN KURTZ
ian.kurtz@akqa.com
@AKQA