Calendar Q4 2017 Report Highlights Quality Trends and Best Practices Based on Data from RhythmOne’s Programmatic Platform
London, England and San Francisco, CA. — 27 February 2018 – RhythmOne plc (LSE AIM:RTHM), a global advertising technology company, today announces the release of the Q4 2017 installment of its “Programmatic Insights Report – Spotlight on Quality” series. Based on an analysis of the 2.8 trillion average monthly ad opportunities RhythmOne’s programmatic platform processed from October to December 2017, the report provides insight into quality trends and invalid traffic (IVT) blocking rates by device, type, and ad size. This is the series’ first global update; included within are breakouts for North America (US and Canada), the UK, and Europe.
Leveraging RhythmGuard, RhythmOne’s proprietary brand safety technology that filters underperforming or suspicious traffic before it reaches the marketplace, the report provides a unique perspective about where and why quality shifts are occurring across its significant supply footprint, and offers guidance to advertisers and brands when designing their advertising programs and measuring success.
Summary of Q4 2017 Findings and Insights
- Across the globe by type, RhythmOne’s average blocking rate for video advertising slightly edged out banner advertising (49% vs. 45%)
- Inventory on desktop devices (56% of overall ad opportunities) was blocked at a higher rate than mobile devices (38%)
- IVT blocking on the mobile web (56%) and mobile app (27%) showed some month-to-month fluctuation
- The blocking rates by respective advertisement size, for both banners and video, were consistent from month to month (with minor fluctuations) among North America, the UK, and Europe
- Enabling contextual blocking tactics that go “beyond the URL” further ensures brand safety at the page level
- Running campaigns in Private Marketplaces promotes a high-quality and transparent environment with greater control over placement
“Quality traffic and brand safety are top-of-mind for advertisers,” said James Murphy, VP, Programmatic at RhythmOne. “Our latest quarterly Programmatic Insights report provides clarity into how and where we’re addressing inventory quality within our marketplace. The quarterly series reaffirms our commitment to transparency within the supply chain. I’m especially excited that we have expanded our report to include global data that will empower our partners worldwide with trends to better understand the dynamics of delivering quality supply.”
For more information and to download the complete Q4 2017 “Programmatic Insights Report – Spotlight on Quality,” visit https://www.rhythmone.com/rhythmbuzz/insights/february-2018-programmatic-insights-report-update.
RhythmOne drives engagement between advertisers and targeted audiences – resulting in real, measurable business outcomes. We offer fully integrated, cross-screen solutions that span desktop, mobile, and connected TV (“CTV”) across high-impact video, rich media, display, social, and native advertising formats – ensuring advertisers reach high-propensity audiences wherever and however they consume content. The connections we make are further enhanced through unique audience data and powered by our unified programmatic platform, RhythmMax. RhythmMax includes unique verification technology, RhythmGuard, which ensures quality audiences in brand safe environments. This end-to-end platform – coupled with the world-class service of our account teams – provides more direct, efficient, and effective connections, driving ROI for advertisers and publishers. Founded in 2004 in the UK, RhythmOne is headquartered in San Francisco with offices in the US, UK, Europe, APAC, and Canada. For more information, please visit www.rhythmone.com.
Media Industry Contact
Analyst and Investor Contact
Financial Media Contacts
Edward Bridges / Dwight Burden
FTI Consulting LLP
(UK) 020 3727 1000
Nomad and Broker for RhythmOne
Nick Westlake (Nomad) / Michael Wharton / Toby Adcock
Numis Securities Limited
(UK) 020 7260 1000
Numis Securities Limited (”Numis”), which is authorised and regulated in the United Kingdom by the Financial Conduct Authority is acting for the Company and no one else as nominated advisor and UK broker and financial advisor only and will not afford the protections afforded to clients of Numis to any other person. To the fullest extent permitted by law Numis expressly disclaims any liability whatsoever arising out its role and/or of the contents of this announcement to any person other than the Company.