Today’s launch of Quality Index—our new evaluation process that vets all placements through Audience On Demand® and sources inventory according to viewability, page content quality and historical performance metrics—marks an exciting evolution in our ability to deliver better ad performance and viewability.
With its early foundation in VivaKi Verified, our evaluation process for all data, media and tech vendors, Quality Index is built upon performance metrics and data as well as ad server performance data. These new metrics – currently aggregated in an external database created by our AOD team – will ultimately live within the SkySkraper platform, where they will be be sorted, structured and stored for easy access. SkySkraper will also provide a seamless way to quickly update current metrics. All of this collected data will flow in through the AOD Platform to provide a complete picture of performance data and tell users various aspects pertaining to the value of the delivered impression on giving inventory.
Quality Index will be applied to categorize inventory into four different types:
- Standard: This type of inventory will have high performing Brand Safety scores.
- Reach: This inventory will focus on brand safety scores with higher tolerance (referring to companies who are comfortable with a lower percentage of overall brand safety), but will also take direct response metrics into account, such as CPMs.
- Performance: This refers to inventory with direct response key performance indicators tied to it, such as cost-per-click or cost-per-acquisition. It will typically will have higher tolerance for brand safety and higher tolerance on lower viewability.
- Premium: This inventory will be specific to ad quality and take into account things such as viewability, brand safety and, in some cases, direct response metrics (e.g. click-through-rate).
Quality Index will also track various metrics and provides scores for inventory.
In display, we have plans to aggregate data from comScore, IAS, Proximic and more.
- comScore was part of the first phase of developing Quality Index and will provide visibility into delivery to contextual categories and viewability. This includes granular, log level data on impressions via comScore’s Validated Campaign Essentials (vCE), which includes vCE Impression Level Reporting (ILR) for viewability and brand safety metrics. The comScore vCE ILR data is at the level needed to make comScore’s data actionable. This is important as it enables optimizing against the verification metrics in conjunction with other delivery and performance KPIs.
- Integral Ad Science (IAS)—the latest partner to join the Quality Index—will allow us to leverage IAS Bid Expert and offer Publicis Groupe agencies and their clients access to exclusive pre-bid data for targeting around brand safety, fraud, viewability and page context within the RTB auction process. Our relationship with IAS will also allow us to test TrafficScope, a product that delivers granular-level data to help assess addressable media performance and refine our internal definitions of quality by marrying data to other key performance indicators.
- DSPs and adservers provide direct response metrics to round out the Quality Index scores.
For video, we will continue to work closely with its preferred video verification and viewability partner Vindico to leverage its Adtricity product to ensure higher video viewability and quality executions. By analyzing post-bid data, we will use insights to optimize campaigns, determine best practices for quality assurance in campaign set-up, and develop viewability-optimized site lists. For those not serving their ads through Vindico, we are exploring the IAS video solution, vCE ILR and Doubleclick Active View for measurement and reporting. We will also work with DSP partners such as Videology and Adap.TV on their video verification solutions.
Ultimately, the power of Quality Index lies in its ability to allow AOD to not only optimize for audience, but media as well. We’re combining and addressing viewability, page content quality and performance metrics to give marketers a more holistic view of an ad placement in ways that have never been done. Moreover, Quality Index provides a unique range of analysis by aggregating multiple industry-leading data sources (e.g. comScore vCE, Proximic, DoubleClick, etc.) to provide an in-depth view of ad placement quality. By joining the range of quality metric variables with partner data and insights, we can now quantify each ad placement to provide the best possible objective assessment of its quality and future performance and the most accurate and actionable placement level data and insights in the industry. Simply put: Quality Index is game-changing for the industry and for our customers.
About the Author
Doug Kofoid is EVP, Global Solutions.