Matching and click rates for mid-campaign optimization, far from" discordant "sources ", according to the Lucidity report.
Blockchain and reality gathered this week, as a startup Lucidity presented some of the first statistics supporting dreams that blockchain can make digital advertising more transparent and less expensive.
The company based in Marina Del Rey, California issued a report, " Ad Transparency Report 2019 " (free, registration required), about a pilot program in which its blockchain-based platform tracked scheduled media purchases by a dozen advertisers in the third and fourth quarters, as part of Tech Lab Bureau's interactive field test .
& # 40; Record the most complete & # 39; Lucidity described the report as "the most complete record of the results of a digital ad in the solution block chain so far. "The results, says the company, confirm that there is a high level of waste and fraud in the programmatic advertising system, and help to prove that the blockchain can help solve these problems."
The report states that each member of the advertising supply chain currently only has a partial view of the ad data, such as a demand-side platform (DSP) only connected to the advertising agency running the campaign and to an exchange of announcements. In addition, there are different methods for measuring results throughout the supply chain.
a DSP does not see any indicator indicating, for example, the monitoring of the advertiser's advertising, "said the chief operating officer, Nikao Yang, by e-mail creates a divergence. "He added that the discrepancies indicate" the Aspiration and fraud "and create doubt about the validity of the measures.
But, he noted, his company's blockchain system tracks data from parties involved in a campaign, authentication – or authentication failure – of every impression and click.
With this data, Lucidity associates signals between ad followers, platforms, and exchanges, via the blockchain-based shared book. The results show major improvements in campaign effectiveness, reporting, and conversions.
65% match rate for in-app impressions. The report noted that when the general ledger confirms that all relevant members of the supply chain have verified a particular data, such as an impression, that data point is confirmed as authentic by an intelligent contract generated by a chain of blocks . If it has not been verified by all parties involved, this data point is considered a "gap".
Of nearly 30 million impressions recorded on a computer, on the mobile web and in follow-up applications, only 86% were able to track it. be confirmed by all parties, giving what the report describes as a 86% match rate. The desktop and mobile web impression match rate was very good at 96%, but 65% for in-app impressions.
The report describes possible causes for discrepancies: advertising fraud due to bots, various measurement standards or "auction games", such as caching bids, when a bid is not Retention is retained for later availability of the inventory. In any case, the report indicates that the discrepancies indicate "fraud and waste of expenditure".
More surprisingly, it can only confirm that 52% of campaign clicks, about 33,000 on about 64,000, mobile and in applications.
This statistic is consistent with the recent observation of the CEO of the company's mobile measures Adjust, which has just released a new standard to combat mobile click fraud. He estimated that one-third or one-half of the clicks generated on mobile web and in-app ads was fraudulent.
This is not the only bad news for mobile advertisers. The Lucidity pilot project was able to confirm only about two-thirds of the total application inventory. In other words, one-third of the inventory built into the implementation of this pilot project consisted of what the report called a "questionable inventory".
Why you should care. "Much of the advertisers' frustration today," Yang said, "is because much of the data on which they base their decisions is simply inaccurate [and that] leads to poor results. "
The Lucidity platform itself can not fix "questionable" inventory, impressions, or clicks, it can guide advertisers to adware vendors and to an inventory verified by all parties.
The report indicates that this type of optimization could lead to a major boost. When diverted impressions and clicks were removed from an unnamed campaign, for example, the report states that "conversion rates have increased by more than 214%."
During a test conducted with a large unnamed entertainment studio for the release of a film in the world, the campaign – on the desktop, on the mobile web and in applications – was split into a first "non-optimized" phase, proceeding normally, and a second "optimized" phase, which eliminated stocks with a high level of divergence. Both phases generated approximately 10 million impressions.
Excerpt from Lucidity's report
The first non-optimized phase had 300% of the number of clicks, but only a third of the number of conversions resulting from clicks, compared to the second. optimized phase. The report said this indicated that "the elimination of disparate stocks has also eliminated many fraudulent operations (robots) artificially inflating the numbers."
Lucidity also reported that, as part of a campaign with Toyota, there had been an overall improvement in performance. by 21% by optimizing the measurements confirmed by the blockchain.
If these statistics and other data from the report proved valid for the entire advertising ecosystem, verification by blockchain could provide the kind of important cleaning for the advertising sector. that his supporters defended.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the Author
Barry Levine covers the marketing technology of Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and directed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.