Introduction
There is a new version of the old inventories view where we tried to make it easier and more intuitive to update lists and manage them.
This view can be found in the left menu inside the Workspace section. The main function of this view is managing your lists of apps. From creating inventories and bundle lists to adding or removing apps to those lists. We have two differentiated types of app lists: inventory list and bundle lists.
When using bundle lists, you are selecting apps by using their bundle id (which includes all the inventory IDs inside this app). On the other hand, when using inventory lists, you are selecting specific placements of an app.
Main view
Once inside the inventories list view, it will display all the inventory and bundle lists with some information about the lists such as: id, name, type, account, number of inventories/bundles inside the lists, when the lists were created and last time they were updated.
Filters
In this main view, two types of filters can be found. The first one is related to the type of the list (inventory, bundle or both). In case you want to focus on a specific type of list you can change the “tab” where you are at.
The second one is the same kind of filters that can be found in other Hub views. The fields included in this filter are: id, name and campaigns (will display the lists related to lines of the selected campaign).
Actions
Create
The main action consists of creating a new list, where you will be asked to choose between Inventory or Bundle and afterwards you will need to insert the name for the list.
Other actions
There can be found some more actions for each of the lists shown in the view. The actions are: Edit, Add inventories, export the list as a csv file and delete the list.
Edit/Create inventory list
When creating or editing an inventory list you will see the following view (empty when creating a new one and with inventories if editing an existing one). The information displayed is: inventory id, bid request name, bid request hash, bundle, app name, traffic type and exchange.
(Creating a new list)
(Editing an existing list)
Filters
In this view you can find the regular filters used among all the Hub. It can be filtered by all the columns shown in the list.
Actions
Add inventories
There can be found two different ways to add inventories:
Copy/Paste
There is a text input where there is the possibility to paste the inventory_ids that you want to add in the list separated by newlines or by commas.
CSV
The other possibility to add inventories is by dropping a csv file in the space indicated,following the template shown in the platform (the only column mandatory is the id, referring to inventory id)
Remove inventories
Before removing any inventory you need to select the ones you want to remove. Inventories can be selected one by one or with the select all checkbox. Important: The select all checkbox will select all the inventories shown at the moment meaning that, if you have filters applied, you will remove only the ones shown by the filters.
Export
This button will export the entire list in a .csv file.
Edit/Create bundle list
When creating or editing a bundle list you will see the following view (empty when creating a new one and with bundles if editing an existing one). The information displayed is: bundle, app name, traffic type and exchange.
Filters
In this view you can find the regular filters used among all the hub. It can be filtered by all the columns shown in the list.
Actions
Add bundles
There can be found two different ways to add bundles:
Copy/Paste
There is a text input where there is the possibility to paste the bundles_id that you want to add in the list separated by new lines or by commas.
CSV
The other possibility to add bundles is by dropping a csv file in the space indicated,following the template shown in the platform (the only column mandatory is the bundle)
Remove inventories
Before removing any bundle you need to select the ones you want to remove. Bundles can be selected one by one or with the select all checkbox. Important: The select all checkbox will select all the bundles shown at the moment meaning that, if you have filters applied, you will remove only the ones shown by the filters.
Export
This button will export the entire list in a .csv file.
When the sun shines
We hope all our readers are enjoying the summer. So far, our summer has been a mix of hard work and a few easy days - when all of a sudden no support is needed and it’s fair to conclude that ‘a quiet day equals an optimal day’ - in terms of client success. We remind ourselves on these quiet days of the fortunate position we are in after more than 10 years of hard work.
Do you want to experience our fast and flexible ad-ops/tech-support services? Do you want to experience the low CPM’s we are able to achieve? Do you want to experience real, honest and blunt advise (based on 11 years of running a DSP)? Do you want to use a DSP that has an unmatched amount of targeting, reporting and forecasting metrics? Reach out!
Serve Audio Ads
Due to a recently finished supply integration we are now able to serve your Audio Ad in thousands of different publishers. Audio Ads usually have high engagement and for example, a high CTR. Some examples of publishers that can serve Audio Ads:
- shoutcast.com
- spreaker.com
- univision.com
- foxnewsradio.com
- podium-audio.com
- adswizz.com
- kxtn.com
- wideorbit.com
- empirestreaming.com
- radios-argentinas.org
- 941dallas.univision.com
- lamega.com
- zenomedia.com
- targetspot
- 929sanantonio.univision.com
- buenomalafeo.univision.com
- newsradioklbj.com
- ktsa.com
- mustdigitalagency.com
- radiolatricolor.com
- elnortehouston.com
- radionacional.com.ar
- nortenosa.com
- snkdigital.com
- larazadallas.com
- banda933.com.mx
- 923thefox.com
- radiolasuavecita.com
- odeeo.io
- 660amtheanswer.com
- 979laraza.com
- thebeatsa.com
- lamega.fm
- aquisuena.com
- 1043austin.univision.com
- iloveklove.univision.com
- klaq.com
- larazahouston.com
- wradio.com.co
- hellojack.com
- joseradio.com
- theranch.fm
- 985mcallen.univision.com
- wradio.com.mx
- bitabeats.com
- appradiofm.com
- 1043thefan.com
- masvariedadla.univision.com
- sabrosita590am.com.mx
- 1071laz.com
- energy941.com
- klll.com
- kfyo.com
- los40.com.mx
- wkaq580.univision.com
- hitfmradio.com
- mega963fm.com
- 1019labuena.com
- myindieapp.com
- mynorthwest.com
- kjlhradio.com
- newstalk1290.com
- 810whb.com
- dennisprager.com
- am870theanswer.com
- bloombergradio.com
- x963fm.univision.com
- ADTONOS
- lanueva94.com
- kisselpaso.com
- kxl.com
- mopacino.com
- digital949.com
- elzol.com
- larancheradallas.com
- hughhewitt.com
- 1051chicago.univision.com
- deezer.com
- mykiss1031.com
- zeta93.fm
- knue.com
- hot97.com
- kebuena.com.mx
- 101x.com
- app.podium-audio.com
- oasis.pe
- www.91
- teacherluke.co.uk
- 973thedawg.com
- laley1079.com
- classicrock1051.com
- arizonasports.com
- 1075amor.univision.com
- audiate.me
- DEEZER
- lazradio.com.mx
- 931amor.com
- laley1005.com
- kygl.com
Need help with the creation of an audio ad/clip? Reach out!
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
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.
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
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!
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!
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.
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!
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.
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!
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
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.
*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.
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.
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!
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