Digiday Programmatic Media Summit

1. Programmatic and the Pivot to Premium
Eric Shih, Global SVP, Business Development, Teads

2. 6%
30%
33%
42%
47%
48%
50%
Media independence
Data ownership
Data leakage
Accurately measuring return on ad spend (ROAS)
Integrated data and media buying solution
Economic transparency
Media quality (brand safety, ad fraud, viewability)
% of respondents (note: respondents chose their top 3)
#1 concern for any marketer anywhere: media quality
Source: eMarketer; ADI Summit Survey 2017 as cited in Adobe Digital Insights, “Advertising Report,” March 2017
Leading challenges of media buying according to U.S. digital marketers

3. • Largest video ad marketplace globally
• 60% of comScore 300 publishers globally
• Reaching 1.2B uniques
• 50% of outstream video advertising is now transacted programmatically
• Inventory accessible through RTB integrations with all video DSPs
• PMPs dominate programmatic spend
Teads is at the intersection of programmatic and premium
Source: comScore, June 2017 (excluding China)

4. RecommendationsAds.txtBrand safetyViewabilityAd blocking
and fraud
Problem: Ad blocking and fraud

5. Ad blocker use is increasing through the U.S. over recent years
Source: eMarketer, February 2017
U.S. ad blocking user penetration, 2015-2018
20.60%
24.20%
27.50%
30.10%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
2015 2016 2017 2018

6. 61% of people adopted ad blockers because ads
interrupted their online experience
7%
33%
37%
46%
47%
57%
61%
Curiosity about technology
No way to exit/escape out of ads
Annoying ad features
Excessive ads
Privacy concerns
Affects site performance
Ads interrupted my online experience
Top reasons given for installing ad blockers (% total ad blocker adopters)
Source: “Unlocking Ad Blocking,” Teads’ proprietary study, 2017

7. Outstream is the format for embracing the user experience
Source: “Why People Block Ads,” Teads, 2016
% of respondents who ranked formats as most intrusive
52%
23%
0%
10%
20%
30%
40%
50%
60%
Pre-Roll In-Article Native Video
Over 1-in-2 consider
pre-roll ads more intrusive
than outstream on a
mobile device

8. The actual cost of advertising fraud is $12.48
billion, nearly twice as high as the originally
reported $7.2 billion by the ANA. That is nearly
20% of total digital ad spend that was wasted on
fraudulent ad placements
Source: How to Reverse the Riding Tide of Ad Fraud,
2017; The & Partnership; m/SIX
Do you
know
where your
budget is
going?

9. Source: comScore custom analytics, global, December, 2015; comScore vCPE Benchmarks, U.S., Q1 2016
4%
2%
6%
9%
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
0.09
0.1
Display Video
Direct Programmatic
Fraudsters have spotted the programmatic video opportunity
% of invalid traffic

10. Source: IAS, August 2016; IAS Q1 2016; comScore, H1 2016; comScore, Q2 2016; Moat, August 2016; Moat Q1 2016
Striving for a non-fraudulent environment
9.3%
5.6%
1%
9.0%
3.0%
1.1%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Programmatic video Publisher direct video ads Teads global
Integral Ad Science comScore
*Invalid traffic as per MRC standard

11. Problem: Viewability
RecommendationsAds.txtBrand safetyViewabilityAd blocking
and fraud

12. 63% of U.S marketers believe potential for buying traffic with
little or no viewability is a challenge to programmatic buying
Source: MyersBizNet, 2016; eMarketer
“Viewability is universally a concern across any style of buying, including
programmatic. Marketers can signal off of demand-side platforms to tailor
and optimize for viewability easily through programmatic.”
– Scott Braley, General Manager, Advertising Platforms, Ooyala

13. Viewable impression share
Sources: comScore; eMarketer; Credit Suisse, March 2017
52%
6%
42%
Viewable Invalid Traffic Non-Viewable

14. Demand viewabillity
Go beyond ordinary viewability standards
Source: Moat, August 2016
65% 64%
69%
57%
65%
48%
All Desktop Mobile
% completed views
70% 71%
65%
49% 48%
51%
All Desktop Mobile
% viewable impressions per MRC standard
+42%+14%

15. Problem: Brand safety
RecommendationsAds.txtBrand safetyViewabilityAd blocking
and fraud

16. The number of brands running programmatic ads in H1 2017
dropped 2%
0
5000
10000
15000
20000
25000
30000
35000
1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul
Direct Programmatic
Source: Media Radar, 2017
Number of brands by placement type on consumer sites, January-June 2017

17. Require brand safety
Brand safety should be at the core of every campaign
1%
21%
0%
5%
10%
15%
20%
25%
Brand Risk
Teads Benchmark
2%
6%
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
Advertising Clutter
Teads Benchmark
Source: Integral Ad Science, Eye Square, The Comparative Impact of Mobile Ad Formats, commissioned by Teads, 2016

18. Recommendations
RecommendationsAds.txtBrand safetyViewabilityAd blocking
and fraud

19. Recommendation 1:
Improve Transparency

20. • 59% of U.S. marketers believe lack of inventory transparency is a significant
challenge to using programmatic buying effectively
• The lack of transparency into firms along the programmatic supply chain being
a challenge to using programmatic buying has increased from 21% in 2014 to
55% in 2016
Source: eMarketer, 2016
A lack of transparency

21. Ads.txt
• Teads is 100% compliant
• Publishers declare which
exchanges and supply side
partners can sell their inventory
• Full transparency
• Success will depend on
publisher adoption rate
DSPs

22. Recommendation 2:
Clean up the fraud issue

23. Strive for 0% fraud with the help of third-party verifiers
• Filtering 100% of the traffic
• Pre-bid filtering
• TAG-certified

24. Teads is proud to now offer
100% fraud-free guarantee

25. Recommendation 3:
Enhance the user experience

26. Outstream is viewable by design