Read about the latest Programmatic Advertising industry updates, our platform updates, case studies and cool campaign experiments. We update our blog weekly and we hope you find the posts highly interesting and educational.
Brand Safety Guidelines - Targetoo
Brand Safety; a hot topic. We just released a guide that contains a lot of information, methods and best practices. All to school yourself (and your team) and to ensure your brand is safe when it comes to Programmatic Display Advertising. Request the guide here.
The guide/deck contains subjects as; best practices, statistics, growth predictions, key features, data partners and tips & tricks. Request the guide now.
Targetoo CPI Guide OpenRTB
Cost Per Install is calculated by dividing the ad spend (over a specific time period) by the number of new installs from that same period. For example, if you spent $200 on ads for your mobile app and generated 130 new installs, your Cost Per Install would be $1.53.
If you want more users/purchasing consumers – for your app, CPI methodology might be a good solution. Which-ever vendor/partner you choose – to drive/realize installs of your app – you will pay a fixed fee for every install.
Industry Benchmarks: The benchmarks for CPI vary significantly depending on the type of app, industry, and country. The global average across all app types is $0.53 USD for Android and $1.24 USD for both iPhones and iPads. For more specifics, request our CPI benchmarks oversight.
Sensitivity regarding fraud: being that a vendor/tech supplier gets paid for every install that has been achieved, this methodology is sensitive for fraud. Essentially, installs can be faked, either manually or organized (for example using bot-traffic).
How do we – Targetoo – approach this advertising methodology (CPI)?
In our experience there are 2 ways of running a good/organic CPI campaign – if preventing fraudulent installs is a big priority (which it should be).
Using affiliate networks. The 20 year old discipline is still considered a strong/proper method in regards to driving real installs of your app. Essentially; an affiliate network/vendor offers it’s publishers a fixed fee for every install that is achieved. The main point to take into consideration here, is that publishers want to earn (monetization) based on the amount of visitors/users this publisher might have. A publisher can decide to monetize by selling it’s traffic based on CPM. However, in some cases publishers have a specific audience/user-base that might be interested in installing an app. Being that publishers – using affiliate offers to earn – can make their own decision in regards to promoting an app and the knowledge that the publisher has regarding the interests of his audience/user-base; can be beneficial for results. Because the risk of getting paid lies with the publishers, this method (using affiliate networks) can be considered relatively safe. Make sure an affiliate network of choice has strong anti-fraud policies.
Using a Demand Side Platform (or; DSP). Although achieving a low (or; profitable) CPI is difficult on OpenRTB (anno 2019), it can be done. The DSP in question should harness a CPI target option. Most established DSP’s have this functionality in their platform. A quality ad/creative can be a deciding factor for a consumer to install an app. Likewise, the targeting setting. For example: reaching a specific audience based on the location (Geo-Fencing) where a(n) ad/banner is served can have a major influence on results.
Targetoo advanced CPI guide. For our long term and structural clients we have an ‘Advanced CPI Guide for OpenRTB’. This guide portrays case examples and in-depth do’s and don’ts.
Please note that although our platform harnesses an CPI target functionality, we always and only bill based on CPM/CPC/CPCV models. In that sense; the risk of achieving a low enough CPI, is our clients’
Video tutorials available as of today
The clips can be provided all in once, or; when you want to learn/study a specific segment of the platform - one at a time. Reach out to receive a simple list of the 56 segments/subjects/functions that are covered.
Maggi campaign
Reach out for advise.
*As agreed with client we are only showing a scaled-down, low-resolution version of the ad. The actual ad that is being served has a higher resolution.
For a client we served banners on the exact location (placing a Geo-Fence) of an event for home-owners and the like. The event took place in the Jaarbeurs Utrecht - from 20 till 22 september. We served this banner:
Crindel 300x250
How can we reflect on this (very) low CTR?
As seen before - when serving banners on events - the CTR of these campaigns/lines can be very low (even though the message/ad is highly relevant). The most logical explanation is that people who get an ad served while they are attending the event, are in a rush, strolling the boots, walking etc. Hence the low CTR.
As mentioned, in the weeks that followed the event we served retargeting/remarketing ads/banners on the devices that were ‘captured’ during the event. We served this banner:
Crindel remarketing banner
How can we reflect on the extremely high CTR of this retargeting/remarketing line?
As mentioned, the CTR of the remarketing campaign is/was 2,21%. That’s an increase of 1000+% - compared to the original line. How can we explain this? In our perspective/experience the most logical explanation is that people who get the ad served in the weeks that followed the event are NOT in rush. They are NOT strolling boot for boot. They have time. Hence the (very) high CTR.
That’s event targeting and remarketing for ya. Want to experiment with your own retargeting/remarketing strategies? Reach out!
Purina Pro Plan campaign
The campaign has 2 lines:
Whitelist of apps and sites dedicated to cats and dogs (global)
Third party data bought from Kochava; essentially targeting device id’s that have been categorized/cached as be owned by people who likely own a dog or cat. Due to the GDPR, this second line is not running in Europe.
Want advice (campaign or creative wise) regarding your potential campaign? Reach out!
Autonomous Approval
Autonomous approval means that a self-serve or whitelabel DSP client can autonomously approve and activate campaigns - essentially without the need of us approving and activating the campaign in question. The reason we (and many other tech vendors) don't offer this to every (new) client is because the potential damage it can cause - regarding the relationship between us (Targetoo) and adexchanges/SSP’s - is substantial.
We get about 60-100 inquires a week. Most of them are shit. We scan every inquire vigourously before starting a cooperation. This is because many so called ‘traders’ and ‘media-buyers’ want to serve malicious ads/banners. To many times we trusted a new client, gave him/her autonomous approval, and then after a few weeks of this client serving ‘normal’ branding ads/banners, malicious campaigns where set-up and launched. Causing a lot of damage in the form of adexchanges/SSP’s shutting down traffic (temporarily or structurally). Apart from the damage regarding trust between us and adexchanges/SSP’s, actual fines (from adexchanges) are also not uncommon. Oddly enough, most of these traders come from - or; are located in - China. After receiving hundreds of inquires from Chinese firms - over the years - we simply have not established 1 fruitful partnership so far. Food for thought.
Essentially we only provide autonomous approval after a long time working together, mutual trust and the absolute guarantee that this ‘autonomous’ client only serves normal/branding ads/banners.
Think you are qualified to have an account with autonomous approval? Reach out!
Geo-Fencing @ DMEXCO
We are happy to announce our proprietary performance algorithm has been updated. The update upholds a faster sweet-spot finding (lowest CPO) and increased bid options. Also, the forecasting tool now contains a function to calculate CPO - based on availability and data from past campaigns.
Although we only served 61 impressions, the appaerant bid amount ($ 2214) to actually get traction can be discribed as ‘insane’. The value shows again the consolidation of hyper-local ad serving industry. Big events? Count on it somebody is Geo-Fencing that location.
Reach out for more info and case studies.
Check out our recent creation for Pizza Hut: >
* If your campaign budget is over $ 2000
* If you want to persuade a client to book a campaign (its our risk if the campaign does not come through)
* If you feel in any way that a free Rich Media creative is beneficial for your and our business (motivation needed)
1st price Auction Targetoo
The majority of ad exchanges that we are integrated with, will be moving to first price auction during Q3 and Q4 2019. However, there are some ad exchanges that have already moved their inventory to first price auction such as Teads and Rubicon.
What does this mean for advertisers buying programmatically?
Up until now, Targetoo has traded programmatically using a second price auction protocol. In other words, the winning advertiser bid pays the second highest bid price. This will start to change effective immediately starting with the ad exchanges listed above that are / have already moved to first price auctions. What this means for advertisers is that you won’t be charged the second highest bid anymore. Instead, you will pay the price that you bid, every time you win a programmatic auction.
Reach out for questions or additional information/instructions.
* If your campaign budget is over $ 2000
* If you want to persuade a client to book a campaign (its our risk if the campaign does not come through)
* If you feel in any way that a free Rich Media creative is beneficial for your and our business (motivation needed)
Reach out for more info and have a great summer.
Example - BMW Interscroller 320x480
Ads.txt Targetoo
Authorized Digital Sellers, or ads.txt, is an initiative of IAB to improve transparency (for example fighting ad fraud and preventing misrepresented URLs) in programmatic advertising. Publishers can create their own ads.txt files to identify who is authorized to sell their inventory. The files are publicly available and craw-lable by buyers, third-party vendors, and exchanges.
We now offer the targeting-tool for mobile web inventory and for app inventory.
The app-ads.txt specification is an extension of the original ads.txt standard to meet the requirements for applications distributed through mobile app stores, connected television app stores, or other application distribution channels.
You will be able to select this option in the targeting section of your campaign.
Not all of our integrated SSPs & Adexchanges support this yet (for apps), so be aware the reach will be limited.
Reach out for questions regarding this new option.
Targetoo conversion tracking guidelines
Please note that if you are interested in our whitelabel solution; it’s possible to custumize trackers, scripts, pixels to the name/url of your company/site. Now that’s a true whitelabel.
Targetoo Application is live
We are happy to announce the Targetoo Application is downloadable in the App Store and in Google Play. With this application it’s possible to receive instant Ad-Ops support.
Soon to become available; a scaled down version of our forecasting tool. Reach out for campaign advise and all other questions related to Programmatic (Mobile) Advertising.
Footfall Attribution reporting without relying on SDK’s
In one of our recent blogposts we gave a first glimpse at our discovery regarding Footfall Attribution methods and the industries’ reliance on SDK’s. Yes, we dare to call it a discovery. Here is why:
As outlined in our newest whitepaper, Footfall Attribution is hot but has some significant challenges and obstacles to overcome. For starters, proving (or; reporting on) Footfall Attribution - until now - is done based on/and with the help of Software Development Kits installed in apps. Essentially SDK’s can see the location of a device WITHOUT an adrequest won, without an impression served. The phone can literately stay in someones pocket and still a Footfall provider (usually third party data providers or a dedicated location data tool) can ‘see’ what the location of you and your phone is. It is not surprising at all that since the activation of the GDPR in Europa, many Footfall Reporting providers stopped offering this product/solution (in Europe).
Then there is the fact that Footfall Attribution reporting is not possible in many countries of the world. Why? Because the lack of active and usable SDK’s in inventory that is popular within these respective countries.
In this new whitepaper we outline the SDK problem (in terms of the GDPR and the lack of SDK’s installed in apps that represent a large part of a countries’ available inventory). More importantly, we offer a solution to proof Footfall with a method that is GDPR compliant AND can also be activated in countries where Footfall Attribution reporting - right now - is not available.
Reach out if you are interested in this whitepaper.
5 key factors for successful Programmatic Display Advertising
Because a (very) large part of the worlds’ population is surfing the web and visiting apps, the sheer reach/availability - the marketing-discipline; Programmatic Display Advertising offers – is unmatched/unique. If somebody visits a website or opens/uses an app, in most cases an ad can be served. Why? Because about 80-85% (estimates vary) of websites and apps earn money because they allow ads. With that, essentially, the same model of revenue is active today - as has been around for ages. How did the first newspapers (1605) earn money? Exactly; by allowing ads/commercial messages. The Programmatic Display Advertising ecosystem is based on this very simple model. There is a difference however. Instead of having to contact a website or app (publishers) manually to agree on the placement/cost of an ad; a Demand Side Platform can serve ads in thousands of different websites and apps – programmatically/automatically (in a matter of seconds). In this piece we describe this incredible marketing-discipline and offer 5 Key Factors for successful Programmatic Display Advertising.
Reach out to a Demand Side Platform (DSP) and make sure this DSP offers the following main abilities:
The DSP has an internally build bidder. A bidder, which can be based on an algorithm - is a very important part of a Demand Side Platform. Essentially, a bidder is the gateway between bidding on adrequests and actually serving ads if this adrequest matches the available bidrequests. Find these links to learn about the difference between an adrequest and a bidrequest. Simply put: using a third-party (externally build) bidder can increase the (buying) cost of your campaign. An internally build bidder means no additional (pricing) layers between you – as the advertiser – and the market. Hence an internally build bidder is a must.
The DSP has a strong, capable GEO-fencing tool. Being that most (Mobile) Display Advertising campaigns are configured to serve ads on multiple/specific locations (country, city or hyperlocal), a GEO-tool that offers options like; setting up very small geo-fences and serving on thousands of addresses/locations (case study), reporting per geo-fence/location or have the ability to bid as high as needed for every GEO-fence (case study) individually – are necessities for successful Programmatic Display Advertising.
The DSP is connected to (or; integrated with) at least 20 to 25 adexchanges. The more adexchanges the better. Essentially adexchanges have hundreds to thousands of apps and websites in their system/offering. Being that literally every little thing in the world has an app/site dedicated to it, the more adexchanges a DSP is connected to, means that more specific sites and apps can be reached (which can be beneficial for reaching your very specific, but desired, audience). Also, the more available inventory, the bigger the chance of hitting your ‘sweet-spot’ in terms of finding that specific publisher which realized great results or conversions (whatever your product may be).
Only serve professionally designed ads/banners, deploy a professional landing-page, use rich media banners and use the cheapest hosting options that are available
It’s highly recommended to only serve ads/banners that have been made by a professional. A bad looking banner can have a very negative effect on your campaign and – potentially – your brand.
The landingpage must have a similar appearance as the ads/banners. Meaning styling (fonts) and colors must ‘match’ with the ads/banners which are served.
Use/serve rich media banners. These advanced ads/banners have visual functions that – in most cases – highly affect your campaign results in a positive way.
If you are going to deploy rich media ads in your campaign, make sure these are hosted with a ‘cheap’ hostingprovider. Many tools – for creating rich media banners – exist, but these usually charge a significant CPM on-top of your normal rates. If you host your rich media creatives in the right tool, the pricing changes drastically (for the better). Essentially making sure that most of your campaign-budget actually goes to the market/to publishers.
Many Demand Side Platforms also offer in-house creative services. Play your cards right, negotiate and you might get your banners (even rich media) for free (based on a substantial campaign budget).
Only use a DSP that offers full transparency
The days of receiving simplistic reports (f.e. excel) after your campaign is finished – are over. You want to be able to see the entire campaign set-up, the (live) results and changes (or; optimizations) that are made. Usually a self-serve access provides this kind of transparency. If your campaign experience is little we advise you to request self-serve access but ask for the DSP’s Ad-Oprations team to ‘manage’ your campaigns for you. This way, you have best of both worlds.
You can also consider using your own tracking tool/platform. Many exist, pricing varies. This independent tracking/reporting tool will give you peace of mind in terms of; the impressions and clicks that are realized by the DSP – are correct/real (or not!).
Use a DSP that offers secondary tools – outside of the normal scope of functions a DSP offers
Brand Safety tools are a necessity. Essentially pre-bid Brand Safety solutions/tools make sure your ads/banners are served in qualitative apps and sites. They avoid your ad being served on sites and apps that might damage the image of your brand.
Footfall Attribution methods to determine physical store visits from people (or devices) that have been served an ad/banner. Logically this is only relevant for brands/companies who have physical store locations.
The DSP should be able to offer the full spectrum of targeting options that are legal and apparent in this industry. This includes make/model targeting, language targeting, retargeting and carrier targeting. If you want to run campaigns in the EU, make sure the DSP/vendor you are using is compliant with GDPR guidelines.
It is very likely that you – as an agency, a marketeer or brand owner – will like the results of Programmatic Display campaigns. A whitelabel DSP is essentially a copy of an original DSP and it can be provided in the colors, with the logo and a login interface based on your desires. You might want to offer your clients separate accounts (in case you are an agency)? You might want your internal trading team to have a platform that is fully customized to your needs and wishes (in case you are a trading desk or an actual brand – and you want to internalize programmatic advertising).
Use a vendor/DSP that has experience and willing to share knowledge
This might be difficult to determine (‘does the DSP I’m working with has a lot of campaign-experience?’), but is very important you work with a party that knows what they are doing and is willing to educate you along the process/deployment of your campaigns. Even though – essentially – this whole industry just evolves around serving ads/banners between online content (for example; news-content), the industry, the possibilities and pitfalls are complex by nature. So how do you determine the DSP you use (or want to use) has sufficient experience and knowledge AND is willing to share this with you?
Again; full transparency in terms of campaign set-up, pricing and live results/analytics are things to base your search on – regarding finding the perfect DSP provider.
Ask if you can test the platform and if a refund is possible (when pre-pay is asked for) – in case you are not happy with the quality of the provided traffic.
Ask what Brand Safety measures are taken if you would deploy campaigns within the DSP of your choice.
Ask if backend reports of – for example – device id’s (encrypted or raw) can be provided during and after the campaign. Device id’s are the digital signature that every phone has and providing these backends makes it very hard for a DSP/Vendor to hide elements that might negatively surprise you.
Ask if you can get a publisher report. Thus you will be able to see on which exact apps and sites your ads are being served.
Ask if the DSP that interests you has experience with the high bounce-rate mobile traffic usually provides and knows how to decrease this metric (bounce-rate). Similarly, ask if there is experience with optimizing on landing-rate.
Request case studies.
Ask for trading references.
Last; go with your guts. If you don’t feel comfortable with the company (or representative of this company) – stop your activity with them. In the end; your guts might be the most valuable ‘protection’ you can provide for yourself. There are sufficient DSP’s/Vendors out there, feel comfortable with that fact.
Footfall Attribution reporting without relying on SDK’s
Let’s take a step back. Footfall Attribution relates to measuring the physical effect of (any) campaign - in the form of actual/physical store visits. As you would figure, Footfall Attribution campaigns are mostly (and only) relevant for companies with physical stores/shops.
Normally, to prove Footfall Attribution, a third party data provider is scaled up. A third party data provider has their - or their associates’/partners’ - Software Development Kit (SDK) installed in many applications (apps). This allows these third party data providers to track the location of a device. The problem is that in many countries little to none popular apps have an SDK installed in them. Making - proving - Footfall Attribution not possible. Not to even mention the GDPR deployed/activated in Europe (some third party data providers no longer offer Footfall Attribution in the EU because of this). We have found a way - however - to prove footfall attribution in countries where little to none installed SDK’s are apparent, relying and using the sheer volume we are able scale up - based on the many adexchange integrations we have. Not to mention the fact that this solution is not in conflict with the GDPR - which is active in Europe.
Footfall Attribution by Targetoo
We have tested this technique/solution in several countries as to date. For starters we launch a ‘normal’ campaign. Either targeted nationwide (whatever country it may be) or deploying significant GEO-Fences in the area’s around the shops of the advertisers/client in question. We make sure that these main GEO-fences do not cover the actual location of the physical shops - applying a ‘safe’ margin of 250 meters around every location/shop. We then launch small GEO-fences on the exact location of the physical stores/shops of the advertiser in question. At that point the fun starts: we export the device id’s which have been served a banner within the normal line. After a few days, we then export the device id’s which have been served a banner, within the small GEO-fences (located on/above the physical shops). At that point we simply analyze if there has been served a banner within the small GEO-Fences, which prior has been served a banner within the main/normal campaign. And with that; proving Footfall. And for all the doubters/non-believers out there; this technique actually works!
Disclaimer; we were skeptical - when testing this technique - to say the least. As any expert can tell you; an (in-app) impression has to be served in order for us to register the position/location of a device. This means that the user/consumer needs to open an app while being in the store. This is very different from an installed SDK sending the location of a device. In most cases, the user/consumer doesn’t even need to open the app. The SDK forwards the location solely based on the fact that the app is present/installed on the device in question. But again; in many countries there are not sufficient SDK’s installed to make a proper Footfall analysis. Not to mention the privacy issues this method brings to the table. All in all, a proper GEO-Fencing tool and old-school analyzing - can be the deciding factors for you to determine Footfall for your brand or client.
Reach out if you want to learn more about this technique and/or want to test it for your brand/client.
If a device does not visit an app, and gets an impression served, we can not detect anything. Being that it’s likely high government officials use encrypted, highly protected phones, the results below are - in a way - rubbish. Nevertheless fascinating.
Kremlin campaign
Ok, here we go; based on 2231 impressions served, 31 clicks (CTR: 1,39%) the following top 5 mobile device brands - used in the Kremlin - that are accessing the internet - are:
LG
Apple
Samsung
Xiaomi
Motorola
LG, who would have expected that?
So how does this work and how can we detect this? When an app is opened/visited (in this case in the Kremlin) an adrequest is being fired. If that adrequest ‘matches’ or ‘corresponds’ with the campaign set-up from our side; an impression (ad) can be served. In this case the campaign setting is:
A geo-fence of 270 meters ‘above’ the Kremlin
A very high bid (which we keep to ourselves)
No pacing, no frequency caps.
An activation of Run Of Network (RON) - meaning that whatever app is being visited; if it allows ads and the device transports latitude and longitude of the actual Kremlin location, - within the adrequest; its likely we will ‘win’ the bid (and serve a banner with that).
So, here you have it. Reach out if you want to learn more about this non-conclusive yet fascinating campaign technology.
Random example of Make/Brand reporting section
Let’s take a step back. Because literally every hobby, every activity or every interest has a publisher dedicated to it. This creates interesting possibilities. For starters you would image it’s possible to serve just on publishers (sites/apps) that have your exact target-audience as an …. audience.
Examples:
You are a horse food supplier. You want to serve ads in the about 30-70 publishers that are dedicated to horse-riding. Technically possible.
On a side note; serving ads ‘on/above’ the exact locations of actual horse stables is also a possibility.
Case Study: deploying a whitelist on OpenRTB anno 2019
You sell kite-surfing gear. You want to serve ads in the 25 to 45 publishers that are dedicated to kite-surfing. Technically possible. Not to mention publishers that report on wind conditions (like; Windfinder).
You are a driving instructor and want to serve ads in the 15 to 20 publishers that exist to help people learn driving. Technically possible.
You have a premium travel agency that specializes in high-end holidays in India. You want to serve ads in quality publishers that are about traveling. Also, you want to serve ads in quality news publishers (that have their own travel section. For example: cnn.com/travel) and have a ‘rich’, travel minded audience. Here is where it gets interesting.
Our pleasant client Kamalan Travel wanted us to serve this ad:
Within these publishers:
CNN
BBC
Der Zeit
Forbes
Wired.com
https://www.telegraph.co.uk/travel/
TheGuardian
Volkskrant
Independant.co.uk
https://www.nationalgeographic.com/travel/
Newyorktimes
Huffingtonpost
Vogue
https://www.dezeen.com/architecture/
New Yorker
Aeon
The Atlantic
Robb Report
Travel & Leisure
CNTraveller
Afar
Outside
Suitcase
Atlas Obscura
https://www.wallpaper.com/
http://yacht-premiere.com/
https://www.departures.com/
https://centurion-magazine.com/
https://www.elitetraveler.com/
https://www.holiday-paris.fr/magazine.php
https://monocle.com/
https://www.dezeen.com/
https://qz.com/quartzy/
Here is what happened:
We started bidding at $ 21 (Dynamic) CPM – knowing that there are likely others with the same idea and there will be others bidding at/on the same inventory (a bid of $ 21 is reasonably high).
No traction
We increased the bid to $ 44
No traction
Increased bid to $ 111
No traction
Increased bid to $ 241
No traction
Increased bit to $ 900
No traction
You know where this is going. In the end we got traction at a bid of $ 5002 and achieved a CPM of $ 3349. Logically we applied a daily spend cap – so the client doesn’t go bankrupt. Here is something amazing we witnessed; right now, after having the campaign live for about 40 days, we have a combined CTR of 45,6% (some days this peaked to 66,67%).
Well, first of all – the competition regarding serving in ‘quality’ publishers is constant, persistent and heavy in 2019. Secondarily; - and this something many industry leaders know – if you want to actually win millions of impressions (which is nothing in terms of buying Programmatic) – there is no way around Ron Of Network (or; RON). Essentially you could say that all substantial campaigns are relying heavily on RON. In other words; it’s possible your brand/offer will be served within ‘shit’ publishers. So what do many consider ‘shit’ publishers:
Cleanmaster
Flashlight-Pro
Grindr (gay dating app)
As mentioned in a previous blogpost; these publishers are unbelievably popular when it comes down to sheer number of ad requests they fire. In other words; availability within these publishers is huge.
Rather interestingly, this client insisted on just serving within this specific whitelist. The CTR’s achieved are beyond believe. Campaign is ‘always-on’ and we will inform you of the progress (and; actual amount of inquires/conversions) of this campaign from time to time.
