Reporting Metrics & Dimensions - The More The Better

Do you like detailed reports? Introducing more than 100 Metrics & Dimensions

Do you like detailed reports? Then you are going to love our latest reporting update. As of now we are able to report on more than 100 metrics and dimensions. Essentially, giving you (and your client!) an unparalleled reporting experience. Do you need more than listed below? Reach out. Because we have!

• Time
• Account
• Account ID
• Ad size
• Advertiser bundle
• Advertiser domain
• App name
• Auction type
• Bundle ID
• Campaign ID
• City
• Connection type
• consent
• country
• creative
• Creative ID
• Creative type
• Device brand
• Device carrier
• Device Language
• Device model
• Device OS
• Device OD version
• Device Ram (MB)
• Device Release Month
• Device Release price ($)
• Device Release year
• Device screen resultion
• Device Type
• exchange
• folder
• GPS Precisiom
• Has Device ID
• Has Mraid
• Inventory
• Inventory Category
• Inventory Domain
• Inventory ID
• Inventory Hash
• Inventory Tag ID
• Inventory Type
• Is Rewarded
• Is Video
• Line
• Line ID
• Line Label 1
• Line Label 2
• Location
• Region
• SkAd
• Video duration
• media spend
• Third party cost
• Total spend
• Bids
• Impressions
• clicks
• Installs
• Installs SkadNetwork
• Install CTA
• Install VTA
• Registration
• Subscription
• landings
• Views
• First Quartile
• Mid Point
• Third Quartile
• Completed Views
• Skips
• Buys
• Funnnel Step 1
• Funnel step 2
• Funnel Step 3
• Other conversions
• Win rate
• CTR
• Install Rate
• IPM
• Registation rate
• subscription rate
• View rate
• completed view rate
• landing rate
• other conversion rate
• Buy rate
• Funnel 1 rate
• funnel 2 rate
• Funnel 3 rate
• CPM
• CPC
• CPinstall
• Cpinstall skadnetwork
• CPRegistration
• CPsubscription
• CPlanding
• CPV
• CPCV
• CPother conversions
• CPBuys
• CPFunnel step 1
• CPFunnel step 2
• CPfunnel step 2
• Revenue
• ROAs

Forecasting Metrics - The More The Better

Find that specific site or app you want to serve ads in

Through years of development and recent updates, we now dare to state we have more forecasting metrics than any other DSP is able to offer. These forecasting metrics can give an incredible transparent view of (very) specific availability/inventory. Below the metrics we can forecast on per May 2021:

• Time

• Ad Size

• App name

• Bundle ID

• Auction Type

• City

• Connection Type

• Consent

• Country

• Deal ID

• Device Brand

• Device Carrier

• Device OS

• Device OS Version

• Device Type

• Exchange

• GPS Precision

• Has Dnt

• Has mraid

• Has price floor

• Has Device ID

• Inventory

• Inventory Category

• Inventory Domain

• Inventory ID

• Inventory Hash

• Inventory Tag ID

• Inventory Type

• Is Rewarded

• Is Video

• Region

• Request Inventory Name

• SKAd

• Requests

• Average price floor

Need more? Reach out, because we have.

GEO-Fencing on universities in India - Shell Recruitment Campaign

More than 8 million impressions, 245.000 clicks & CTR of 3,00%+ - With a -$10k budget

Client asked us to develop a strategy to reach qualified people in India - for a recruitment-campaign of Shell. Client wanted to reach (university) graduates and skilled developers/coders/engineers.

Advised Strategy

We advised a strategy to serve various ad formats on/above university and campus locations. We also advised to serve on/above tech-orientated business parks as well as actual company locations. Additionally we advised deploying a whitelist targeted on entire India - serving on specific/quality news, tech and specific sites and apps that the likely audience might visit/use. The campaigns ran between 22-03 and 23-04.

Results

For a $10k budget we delivered more than 8.000.000 impressions. Likewise more than 245.000 (organic) clicks were generated with a combining CTR of over 3% (video & display ads). Shell India received thousands of applications.

Want to know how GEO-Fencing can help your brand/client reach specific people in a very cost-effective manner? Reach out!

#staystrongIndia

Mobile App Promotion - 2021 insights

Cost Per Install (CPI) Campaigns, Affiliates, Organic and the Interval Strategy

What are Mobile App Promotion (MAP) campaigns?

MAP campaigns have to goal to achieve downloads and installs of any given app. As the digital app environment continues to grow and currently outmatches mobile web in terms of overall online activity, more advertisers and agencies are looking for trustworthy solutions for the downloads and installs. The existence of MAP campaigns are the answer to these needs.

The crashing of the affiliate market

Although opinions vary. Many of our peers and our own research suggest(s) running MAP campaigns by using affiliates is on it’s way out. Why? Because the downloads are of low quality and in many cases not real. Although the actual number of ‘fake’ downloads can benefit rankings and more, many realize that the final outcome is not beneficial for your brand/app/client (some even go as far as using the term ‘cannibalism’). Organic downloads (done by real users) are much harder to achieve. Hence many specialists combine the two (organic & affiliate) to achieve acceptable campaign results. This method has also appeared on the surface of knowledge of normal marketeers. As such, also this combining strategy is on it’s way out.

Organic

Then we come to organic. A word most of us like. How to get organic downloads, installs and actual users of your app? By going programmatic!

When running a MAP campaign in a DSP, assuming rigid brand safety measures are in place, your (video) ad will be organically shown to millions of different consumers . Likewise, the clicks you will generate will be 100% organic/real. In other words, the people who click on your ad (that promotes your app) will be genuinely interested.

Interval Strategy (organic)

As any specialist will tell you; even if all the tracking parameters are set-up correctly and all the needed assets (see below) are correctly delivered by the advertiser/client, many conversions will not be detected by our, the clients’ or MMPs’ tracking in question. Hence, many conversions will not be attributed to our campaign. Luckily we have found a savvy way to work around this phenomenon (conversions outside of tracking).

When we deploy/launch MAP campaigns, we apply certain interval time-frames. The most common strategy is; 2 weeks on, 2 weeks off, 2 weeks on, 2 weeks off. By applying this method, in the majority of cases, there is a clear correlation between the organic, unattributed downloads the advertiser/client tracks and the moment the campaign is active or not.

Hence, although initially the results attributed to our campaign might not be sufficient to please the advertiser/client, the combining amount of conversions attributed to our campaign and the approximate amount of unattributed conversions (determined by combining client/advertiser report with the time-frames the campaigns was live), is (pleasing).

Needed assets

• Non-Attributed data - MUST

• Suppression List - MUST

• VTA + Fingerprint - Preferable (for Open Strategy)

• Video creatives - MUST

• Up to date event creatives can help

Don’t have clue what we are talking about? Want to discuss? Reach out!

Will Starlink give internet access to North Koreans?

Starlink (by SpaceX) promises global internet coverage, will North Koreans be able to go online freely?

Starlink is a satellite internet constellation being constructed by SpaceX providing satellite Internet access. The constellation will consist of thousands of mass-produced small satellites in low Earth orbit, working in combination with ground transceivers (wikipedia).

The goal is to provide easy to use internet access around the world, specifically in rural area’s. Right now Starlink is in a beta-phase and it requires you to buy a physical receiver. As per reports, the goal is to eventually offer internet access by solely using your phone (and not require any additional physical set-up).

Typically, internet that is channeled/provided thru physical towers is easy to regulate. Starlink provides coverage directly from a satellite to a mobile phone, and by that; is hard to scramble/block or otherwise manipulate. As such, Starlink might soon offer internet which is hard - if not impossible - to regulate. This raises the question, will people in dictatorship-style countries be able to go online and ‘move/navigate’ freely without government interference?

Want to dicuss this interesting topic and/or have questions? Reach out!

Google not requiring people to explicitly opt-in for device ID usage

iOS 14 update, Google does not follow Apple in requesting an Opt-in for usage of IDFA - for now

As per reports, Google has decided - for now - that it’s not requiring people to explicitly opt-in to tracking. This is in stark contrast with Apple, who will require an opt-in for usage of it’s device id’s > IDFA’s, after iOS 14 goes in effect (any day now).

Rather pleasantly, a Google spokesman said; ‘‘we will be less stringent” than what Apple is doing by not requiring people to explicitly opt-in to tracking before being able to continue using an application.

So for now - it seems - usage of device ID’s in order to serve more relevant ads will continue to be possible on the Android framework. Reach out if you want to discuss this industry update and/or have questions.

Test SKAdNetwork now

SKAdNetwork - Google following Apple – Test SKAdNetwork Now

Many agree, 2021 will be the year of maintaining campaign performance while new privacy mechanisms are being rolled out. We are talking of course of the introduction of the SKAdNetwork and it’s effect on tracking/finger printing capabilities. Recently, also Google confirmed that it will limit tracking methods in Android apps, although confirming that they will not require an Opt-in for Device ID usage.

Both changes (iOS/Android) will drastically impact marketers targeting wishes. Essentially, the new environment makes it substantially harder to deterministic IDFA attribution and also; fingerprinting. An IDFA can only be used if the consumer gives active consent to the app in question. Estimates vary, but likely the IDFA availability (iOS) will decrease by 80% or more.

So how are we going to target and optimize, when these new protocols are in place?
Simply put, fewer feedback/information is available to target and optimize. Furthermore, in-app events/signals are delayed by at least 24hours, with this; ROAS and LTV reporting is more difficult.

Simple metrics and optimizing strategies like; what combination of creative, exchange, and publisher bundle that performs the best - will become, once again, valuable. We recommend testing SKAd traffic as soon as possible. If you start testing before App Tracking Transparency (ATT) is fully implemented you will experience how the ATT will affect iOS versus Android traffic. The more learnings, the better.

We are fully integrated with all major MMP’s for the SKAd environment. Want to test a campaign on these finished integrations? Reach out!

Our first Spotify campaigns

Advertsing in Spotify

Advertising in Spotify

Audio ads supported with image banners. Targeting options, CPM’s and results. Reach out to hear our experiences so far.

Predictive modeling and SKAdNetwork Update

We have been busy while waiting for Apple to confirm the new release date for the ATT (App Tracking Transparency) framework

We can now confirm we are fully integrated with the most popular MMP’s (Adjust, Appsflyer, Kochava) in order to execute campaigns based on the new Conversion Modeling SKAdNetwork. In anticipation of the Apple IDFA depreciation, we have reformulated our machine learning towards the new iOS bidding framework.

For example, new algorithms are present that optimize towards intentional clicks while communicating with a SSP to gain additional signals that enable more and better (organic) installs. Furthermore we have been able to develop an environment in which clients can choose between optimizing towards SKAdNetwork installs, or; driving on probabilistic attribution transfered by MMP’s (if allowed after ATT).

Do you have questions regarding these complicated but promising new campaign options? Reach out!

Programmatic Connected TV is here

Real Omnichannel Programmatic is coming to life

Programmatic Omnichannel CTV - Targetoo

Advertising on CTV vs. Linear TV

When we talk about CTV advertising, we refer to advertising on a device (phone, tablet, laptop, TV and everything in between) which is consuming/watching content -on demand- from the internet. Please note that OTT (a popular phrase) is simply the delivery method and it implies content providers delivering their content outside of the normal internet-scope. Hence the term; ‘Over The Top’ (OTT).

When advertising on Linear TV (Cable), you are bound to the TV schedule and it’s respective ad-slots (commercial breaks). Advertising based on connected TV means you are serving (video) ads in specific content and based on (very) specific targeting options. This content is always ‘on-demand’, meaning the consumer has full control over what he/she is watching.

So, what are the actual benefits of programmatically advertising on Connected TV?

• Advertising on TV can be described as ‘premium’ and (video) ads served on a TV embellish this. However, the pricing advantage (when compared to linear TV advertising) is huge.

• Show your (video) ads to more targeted, specific groups of consumers.

• Extended Reporting capabilities vs linear TV advertising.

• Apply location targeting in your CTV campaigns.

• Measure drive to store traffic.

Please note that the only approved video ads can be served on CTV. Logically, a retargeting campaign (based on the served video ad in CTV) can be rich media or a simple .gif (and everything in between).

Got a client who might wants to run a CTV campaign? Reach out, and we’ll share advise on campaign level and objectives.

SKAdNetwork User Guide Available

SKAdNetwork User Guide Available

Targetoo SKAdNetwork user guide, an intro

When Apple quietly released SKAdNetwork v1.0 in March 2018, the only performance insights available were based on install metrics. This significantly limited the ability of marketers to understand user quality. While 1,000 app installs look better than 100, 100 installs with post- install engagement are better than 1,000 installs with none. With SKAdNetwork v2 announced at WWDC 2020, Apple threw out a lifeline in the form of the conversion value—a method that allowed for the reporting of post-install engagement. The addition came at just the right moment, as the impending roll-out of the AppTrackingTransparency (ATT) framework and its impact on IDFA availability was about to catapult adoption and reliance on the SKAdNetwork.

In this guide, we’ll prepare you to maximize the available performance insights from campaigns you run on the SKAdNetwork by addressing the following:

• What is the conversion value and how does it work?

• Conversion models and why you need them

• Targetoo conversion models and user cases

• Choosing a partner for SKAdNetwork signaling

Request the user guide here.

YouTube results for 'Trump' > Reflection of reality?

*This article/analysis is not politically motivated

Big Tech bias, is it real? What can OpenRTB tell us about the accuracy and relevance of YouTube search results?

Big Tech - Subjective search results favoring left leaning content - Reflection on OpenRTB

For many years now we are hearing complaints coming from ‘the right’ regarding supposed bias and censorship from big tech. This supposed phenomenon is being experienced on different social media platform and search engines. More specifically, do Google and YouTube favor center and liberal/left leaning content in their search results?

In this article we focus on the accusations of the Trump administration concerning censorship and bias by Big Tech. We will reveal results of our internal investigation regarding apparent subjective search results in YouTube, favoring center and left/liberal content - and how we deployed a ‘thermometer’ in the digital ecosystem of display advertising (OpenRTB) to determine if there is any validity in this phenomenon (by this time possibly experienced/noticed by hundreds of millions of YouTube users - if not more).

Why cant’ display advertising on OpenRTB be controlled by Big Tech?

OpenRTB, in many ways, can’t be censored or controlled by Big Tech. Simply put; the methodology behind search results (either in Google or YouTube) are so called ‘black box’ software. Meaning; we, the people, but also government - have little to no idea how the search result algorithm actually works. Hence, YouTube is in complete control of their search results (the same goes for Google). The difference between this nontransparent black box environment (YouTube) and transparent OpenRTB is that - in the case of OpenRTB and by using a strong DSP - ads can be served on every website and application that allows ads (or; has adslots) - without approval from Google/YouTube. So again; a DSP that is integrated with many adexchanges (which in turn have thousands of apps and sites connected to it - for monetization purposes), can serve your ads on almost all apps and sites that allow advertisement. Although Google has it’s own adexchange, it’s just one of 64 adexchanges/supply sources we are integrated with. If we decide to run ads on publishers that use the Google adexchange, Google has to approve the ad in question. If we want to serve ads on publishers (sites/apps) that are not bought at Googles’ Adexchange, we DON’T need Googles’ approval to serve the ad. And here is the thing; the total amount of publishers (again; site and apps) that are integrated with the Google Adexchange represent about 8% of total apps and sites that allow advertisement. Not to mention the fact many publishers which can be reached on Googles’ Adexchange, are also - duplicately - available on other adexchanges.

YouTube search results

If you search for ‘Trump’ in the YouTube search bar, usually the first 5 to 9 results can be described as negative. Meaning; the actual ‘news’ (in this case; a video) that each results contains is not positive about Trump. It’s also very noticeable that the far majority of search results (again; when searching for ‘Trump’) is content from left leaning news outlets. It doesn’t matter from which country or from which device you are entering ‘Trump’ in YouTubes’ search bar, the results consistently stay the same; far majority of search results are videos with a negative tendency towards Trump. Due to internal worries about infringement etc., we have decided to not publish screenshots of these YouTube search results. However, we challenge you to do your own research by simply entering ‘Trump’ in the YouTube search bar and observe the results.

Ethically speaking you could say that any search engine should show results based on popularity and relevance. When this is not the case, it’s possible that a – by origin - commercially motivated organization is interfering with and decides on; reality. In this case; ‘reality’ in the form of search results and ‘trends’.

In the recent years it has become clear that one political movement specifically feels they are undermined (understatement) by Big Tech. This is of course the conservative political movement (when talking about the USA). Many research and published content suggests that this undermining of the conservative movement is real.

Our ‘Thermometer’

Back to us (Targetoo) and OpenRTB. Is there a way to shine a light on this supposed bias? More specifically, being that OpenRTB is minimally controlled by Big Tech, is there some sort of experiment we can do to prove or disprove there is bias present in search results?

What did we do:
We established an unusually small whitelist consisting of 3 right leaning publishers (sites/app) and 3 left leaning publishers. As follows:

Right:

• Breitbart

• ZeroHedge

• RT

 Left:

• CNN

• HuffingtonPost

• NBC

On each site we served a ‘pro-Trump’ and an ‘anti-Trump’ ad (note the low quality banners. No advanced Rich Media ads). As follows:

300x250 ‘Negative’

300x250 ‘Positive’

The results of the ‘anti-Trump’ banner:

• Publisher (center/left leaning):

  • CNN 1250 imps 2 clicks 0,16% CTR

  • Huffington Post 1250 imps 1 click 0,08% CTR

  • NBC 1250 imps 0 clicks 0,00% CTR

• Publisher (right leaning):

  • Breitbart 1250 imps 0 clicks 0,00% CTR

  • Zero Hedge 1250 imps 4 clicks 0,32% CTR

  • RT 1250 imps 2 clicks 0,16% CTR

    • combined CTR of ‘negative’ banner = 0,12% CTR

The results of the ‘pro-Trump’ banner:

• Publisher (center/left leaning):

  • CNN 1250 imps 9 clicks 0,72% CTR

  • Huffington Post 1250 imps 17 clicks 1,36% CTR

  • NBC 1250 imps 10 clicks 0,8% CTR

• Publisher (right leaning):

  • Breitbart 1250 imps 22 clicks 1,76% CTR

  • Zero Hedge 1250 imps 23 clicks 1,84% CTR

  • RT 1250 imps 16 clicks 1,28%

    • combined CTR of ‘positive’ banner = 1,29% CTR

Reflection:

• Admitting, we were expecting to see the ‘negative’ banner perform better on the 3 left leaning publishers. Likewise we were expecting the ‘positive’ banner to perform better on the 3 right leaning publishers. In both scenario’s, this is not the case. Although the average CTR differs slightly, the difference is to little to reach a clear conclusion and/or see a tendency.

• The ‘positive’ banner, regardless of being served on either 3 left leaning publishers, or 3 right leaning publishers - has a substantial higher Click Through Rate (1,29% versus 0,12%) compared to the ‘negative’ banner.

• The ‘negative’ banner, regardless of being served on either 3 left leaning publishers, or 3 right leaning publishers - has a substantial lower Click Through Rate ((0,12% versus 1,29%) compared to the ‘positive’ banner.

The most profound conclusion there is to be determined, is the fact that the ‘positive’ banner (positive news regarding Trump) performs exponentially (975%+) better than the ‘negative’ banner. Regardless if the ad is served on either left leaning publishers, or right leaning ones.

One might say we are comparing apples (YouTube search results) and peers (clicks on a banner). However, clicks are a solid metric to determine popularity of a certain subject. Whatever the motivation behind the substantially larger click amounts on the pro-Trump banner is (frustration or joy and possibly everything in between), the results speak for themselves. The overwhelmingly negative search results when searching for ‘Trump’ in YouTube - do not reflect OpenRTB reality.

Do you want to discuss this sensitive analysis. Reach out. Likewise, request the full analysis here.

Update Connected TV and Audio Campaigns

Connected TV:

This year we have been working on TV integrations and finally, this month we started our first live campaign 100% based on CTV traffic for a well-known advertiser within the electricity and lighting industry. The campaign is targeted in Spain. We managed to create deals with several top TV groups in the region, which matched the user type that our client was/is looking for. Also, we created strategies per hour/publisher, so we can target specific TV shows according to the audience´s interests.

So far the campaign has run for three weeks and achieved 95% CVR with 60% of unique users. Once the campaign ends we will build a case study and publish it here.

Audio:

This year we have continued to developed our audio campaign functionality, adding more integrations day by day. For example, in the UK we have premium inventory coming from Spotify and TargetSpot with the characteristics: 30 seconds non skippable audio ads with banner 640x640 and CTA.

In addition to this, these partners have display and video inventory available, which we find really interesting to work with for a brand integral campaign: different traffic sources combined together and entirely managed from one transparent platform.

Reach out if you have questions or want a demo.

35% Decline on retrievable Udids over last 2 months

Decline in Device ID’s retrievable based on an impression served

On the 3rd of last September Apple announced a ‘delay’ regarding new privacy policies that will further decrease Device-ID availability. Essentially, Apple pursues a digital environment that allows users to easily allow - or not to allow -, apps to track their behavior. Even though this ‘delay’ was announced, the effects of these rapidly changing protocols are already visible for Demand Side Platform operators.

• Device ID’s are used to identify mobile users and in terms of programmatic advertising; Device ID’s give us the opportunity to target and serve relevant ads in order for the overall campaign performance to increase.

We analyzed RAW reports that contain Udids (Unique Device IDs) - if we were able to report (or; detect) them. We analyzed reports containing campaign activity/data for the last 9 weeks. We then analyzed RAW reports from the same period in 2019. After simply comparing the two data batches we found that there is - at least - a 35% decline in available Udids at this point in time (based on a similar amount of impressions served in 2019).

Remarkably, the decline in available Udids to report on (based on an impression served) is also visible for Android activity/traffic, although less significant (approximately a 8% decline for Android Udids).

As a result of this changing digital tracking environment, advertisers will be less able to build data/profiles and - again -, serve relevant ads. Luckily, other targeting methods exist to ensure accurate and relevant serving of ads. Likewise, it seems Apple is investing in secondary tools to determine conversion/performance logic (f.e. the SKAdNetwork). Regardless; mobile users (or; consumers) will likely appreciate the control they are increasingly getting (regarding their privacy). Want to discuss this topic or do you have questions? Reach out!

Mini Case Studies November

Hyundai CRETA

Details: confidential
Average CPM: confidential
Campaign Goal: confidential

DBS HIV Test

Details: Australian Government. Whitelist on gay dating apps like Grindr.
Average CPM: $ 1,16
Campaign Goal: Order testkit

KFC 50% Off

Details: Confidential
Average CPM: confidential
Campaign Goal: confidential

NordVPN

Details: IP Targeting USA and Europe
Average CPM: $ 0,82
Campaign Goal: Conversions/Sales

MG Buy Now, Pay in 2021

Details: Running in MENA, Geo-Fencing
Average CPM: confidential
Campaign Goal: confidential

What Makes a Good White Label DSP?

No minimum Monthly Fee, influence on Roadmap and Global Reach. What matters?

What makes a good White Label DSP?

Operating a Demand Side Platform (or; DSP) can be complex and technical. But, when done right, launching and managing display advertising campaigns yourself can save a lot of money and resources. Operating a Demand side Platform can be done via a so called ‘self-serve’ account. There is – however – a more holistic and entrepreneurial way to operate a Demand Side Platform.

Some good DSP’s offer a White Label license. With this option, and depending on which partner you use, it’s possible to (fully) customize the platform appearance to your likes. It’s possible to place your logo, change the colors to the colors you prefer or implement a custom URL from where your clients can login.

It doesn’t stop there. Deeper customizable segments and options can make a significant difference regarding ‘winning’ that good advertiser (that is looking at multiple DSP options to deploy their programmatic advertising activities) which multiple competitors are chasing. In this blog we outline a few of those deeper functions (which Targetoo offers all):

• Custom pixels
  As any specialist knows, pixels (when used for tracking purposes) reveal the source code of the proprietary technology behind the White Label. Having the ability to use (and share!) pixels with only your company name in the code/URL can be essential.

• Becoming an activation/data partner
  Having a White Label DSP is one thing. Being listen in a DMP as an activation partner is another. Nothing is impossible.

• API
  Using your own interface and accessing campaign settings, managing them, having access to reporting and forecasting tools through an API is a need many White Label DSP enthusiasts have.

• Fully customizable colors of every section
  Targetoo offers not just the option to place your logo and change basic colors. Essentially every button, aspect and section can be customized.

• Ability to influence the roadmap
  Need a specific tool or function that the already capable DSP has? It’s possible that we develop, test and bring this new/desired function into life.

• Global reach
  Many DSP’s say they have ‘global reach’. But is this really the case? A significant amount of globally orientated adexchanges and SSP’s must be available to ensure this claim.

• Extensive Forecasting
  Forecasting tools can have a significant influence on the experience a user/client might have with your White Label. More than that, an extensive forecasting tool can greatly attribute in a demo you might be giving to your lead/prospect. For example, it’s possible to show hyper-local publishers (and their availability) in that specific city your lead/prospect resides!

• Suggesting and acceptance of new supply integrations
  Your client might want to use/buy specific inventory that a certain supply source (SSP or Adexchange) has. A good White Label DSP provider should give you the freedom to propose such new integrations.

• Deal ID’s
  Setting up deals with adnetworks or individual publishers is a must have. Deals provide transparency and it’s likely many of your customers are interested in having that capability when using your platform.

• Pricing, monthly minimums
  Most of the few White Label DSP providers that exist charge a minimum monthly fee. These usually start around $ 5000 a month. A good, honest and based provider does not uphold this. Targetoo does not charge a minimum monthly (spend) fee towards its White Label clients.

• Proprietary bidder
  Many DSP’s use bidders that are not proprietary. Meaning; another layer/another company is involved. Logically this affects pricing. Using a platform that has its own, proprietary bidder is very important.

As you can see, many factors can determine if you are obtaining a strong White Label Demand Side Platform. Generally speaking, relying on a capable, if not the most capable DSP – is recommendable. Logically, we/Targetoo feel that we are offering exactly that. Reach out for a demo or questions.

Scoring Impression Requests to increase Campaign Performance

How to maintain effective with digital privacy scrutiny and the GDPR/CCPA

Scoring Impression Requests

With Europe’s GDPR and California’s CCPA, together with the fact that both Google and Apple are limiting the use of Device ID’s and cookies - the industry has to start working with other methods to ensure and maintain efficiency and effectiveness.

The apparent fact that the lack of accuracy the above brings, doesn’t mean a person can’t be ‘found’ and served a relevant ad. Here’s why:

On a normal day we receive more than 1 million ad requests per second. The requests come with metadata such as; date, time, location or a Device ID like Apple’s IDFA. We could use the IDFA to determine if we have served an impression on this device before. Also, if the device is located within a certain data-segment that we find relevant for the campaign in question.

Many vendors and buying networks rely on ID’s to find and target specific devices/individuals. However, from day 1, we have relied and successfully deployed machine learning mechanisms to determine if an ad request is suitable for a specific campaign. Essentially, each signal is automatically categorized and given a score - based on machine learning - to learn and apply the effect of each signal on campaign performance.

The combination of present variables gets a score based on historical data and live/actual campaign performance. This score will determine if we bid (and how high) on that specific ad-request - ‘looking’ at the campaign configuration and it’s goal.

The ad-requests described above are also know as ‘Limited Ad Tracking’ (LAT) requests. Being that the whole industry is moving towards LAT based impression requests, we feel we have been applying the right targeting vs privacy strategy from day 1. We are - and always have been - focusing on new ways to target and attribute.

Do you want to share ideas, have questions or simply want to discuss? Reach out!

New UI - New Platform User Guide

A new User Interface means a new Platform User Guide!

Available now; our new Platform User Guide. Train yourself and your team-members whenever it suits you. The guide covers all sections of platform. Among others:

• creative section

• workspace

• tracking

• geo-fencing

• bulk upload

• export of RAWS

For our white label clients; the guide can be delivered in Word format so you can apply desired styling and f.e. your logo.

Reach out for questions!

White House Most Visited Apps

What are the most visited/used Apps by phones residing in The White House?

The White House Campaign

As mentioned in a previous post, in the past few weeks we have deployed a GEO-Fence on/above the physical location of The United States White House. By deploying this GEO-Fence we are receiving adrequests which contain latitude & longitude coordinates - which match the lat/longs of the actual White House location. By bidding ‘high’ on these adrequests we can serve an ad (any ad) and by doing that; - ‘see’/detect which apps are ‘popular’ within that specific location > which is - again - The White House.

Some things to consider:

• It’s very likely that many phones residing in The White House are highly encrypted. We don’t reckon the phone of the actual POTUS and/or senior staff-members are playing a factor regarding the outcome of this (yearly) experiment.

• Please note that only in-app activity can be detected. Why? Because only an adrequest coming from in-app activity can contain lat/longs regarding the actual position of that phone. Adrequests coming from mobile-web activity do not contain this accurate lat/long data.

With that out of the way, find the results below:

1. Breitbart

2. USAToday

3. CNN

4. Accuweather

5. Foxnews

*Based on 63.209 impressions delivered between 18-08 and 30-08, Bid of $ 82 CPM, No caps.

Want to learn more about GEO-Fencing and how this campaign technique can help your company/brand? Reach Out!

In-game Ads - Now Available

Integration with IronSource completed

IronSource integration

We are pleased to announce that we are now able to offer more and extensive In-Game Ad inventory. By completing the integration with adnetwork IronSource, the scale of our In-game ad inventory has become a serious USP regarding our offerings.

Generally speaking, In-game advertising delivers strong ROI and provides brand-awareness in an unique way. Simple banners but also rich media and video ads can be served.

Request a demo/training here.