Linking Ad Verification Data to Attribution
In the last few years, ad verification has evolved to go beyond simple brand safety to help advertisers find the best impressions and as a result, build better ad campaigns. After addressing brand safety, the better platforms have moved on to:
- Improving contract compliance (Did I get what I paid for?) and
- Getting rid of wasted impressions (The wrong audience, or never viewed impressions.)
These wasted impressions can make up as much as 60% of a campaign.
In addition to addressing these issues, Adometry Attribute is designed to collect more data than existing ad server logs, such as content classification, viewability metrics and audience data. With attribution modeling tied to verification data, an advertiser can be more effective. How?
- By Integrating Viewability Data into Attribution Results – Attribute's viewability features leverage advanced, data-driven measurement techniques to deliver the detailed information advertisers need to identify the impact viewed impressions have on campaigns. Ads served but not seen are omitted from attribution recommendations to produce more reliable campaign re-allocation recommendations.
- By Monitoring Campaign Viewability – Adometry Attribute identifies both the page location of the ad when it first loads – below the fold, top of the page or in content – and monitors the user level visibility of the ad – did the user scroll the ad into view, and how long was the ad in view for the user? In ad servers, an impression counts the same whether it's viewed or never seen at all. Now, with Attribute's ad verification feature, advertisers can calculate real reach numbers based on actual viewing to measure which buys are providing the most value.
- By Verifying Audiences Reached – Advertisers frequently use site demographics or audience targeting services to purchase their ad inventory. Attribute has the capability to show advertisers what audiences they are reaching with their campaigns across multiple networks and publishers.
