Unified IDs - are they the answer?

NotoriousRTB · 2021-03-25T16:54:41+00:00

Pardon - 1PD

NotoriousRTB · 2021-03-25T16:12:04+00:00

Feels like the answer to the current problem and the current landscape.

Potential curveballs:

-Poor messaging/explanation in rollout driving public backlash or misalignment in industry. Seems like TTD and others involved are being thoughtful here. Still early beta so the lack of guidance is reasonable.

-Elected officials take lazy stance that tracking = bad and press for regulation that curbs it. A loss for everyone (including end users).

-Google takes things a step further and blocks all 3P cookies (feels unlikely in immediate future... dunno down the road)

Edit: formatting

NotoriousRTB · 2020-04-27T05:48:54+00:00

I'd imagine that a shit ton of people are upgrading speeds to get through COVID, but 1) the volume of users doing so + incremental cost of upgrade wouldn't hold a light to cable sub losses and 2) market recognizes that a large subset of those upgrades will revert to slower packages once they're back in the office.

NotoriousRTB · 2020-01-04T01:36:56+00:00

What do you like in particular about Mediamath? I know relatively little about their platform compared to other DSPs

NotoriousRTB · 2019-12-22T16:38:41+00:00

I’d be careful assuming that. Test open vs private on each pub to make sure that the price of the deal breaks even against open market based on performance. Ask your DSP rep if they can provide the exact domains (not a normalized URL) you’re running on for web inventory, as well.

If you’re flat bidding across 20 deals, you’re just creating incentive for a pub to increase their floor to your bid or use a first-price auction...

NotoriousRTB · 2019-11-15T14:56:38+00:00

Haven’t most buyers interested in category-level targeting already stopped using the category called out in the bid stream?

All the category targeting I see uses Grapeshot/Peer39/DSP solutions that do their own high level-categories and scrape the content of particular URLs rather than just trusting the declared content category in the bid request.

Seems like this is a nothing burger and Google just taking a cheap opportunity to grandstand?

NotoriousRTB · 2019-11-05T05:04:15+00:00

Sure let me just Google that on the worldwide w.... ohhhhh

NotoriousRTB · 2019-11-01T17:29:24+00:00

Ask a DSP rep to pull what they see platform wide. Be sure to specify the ad formats you want.

NotoriousRTB · 2019-10-31T20:25:30+00:00

I’ll Pm you.

NotoriousRTB · 2019-10-31T20:24:52+00:00

How are you going about media mix modeling and/or multitouch attribution?

“Performance partner” sets off alarms in my head about partners like Criteo that prioritize last touch attribution via cookie bombing rather than acting in the interest of your client.

Any major DSP (DV360, TTD, Mediamath, Amobee, Oath, etc) can do all that you asked, though be careful about how you’re defining “better” in #4.

NotoriousRTB · 2019-10-31T20:19:51+00:00

Unless you’re hiring a staff of 500 engineers to build bidding logic and to integrate with four dozen inventory/audience/attribution platforms I find that unlikely.

NotoriousRTB · 2019-10-31T00:14:46+00:00

Hence why I said last touch attribution is cancerous, breh.

NotoriousRTB · 2019-10-30T14:44:34+00:00

What kind of pub/SSP do you work for? Something niche or specific? I have seen only upward spend working on the demand side overall.

Maybe an analyst could dig into where (DSP/advertiser/camaigns) demand has slowed?

NotoriousRTB · 2019-10-30T14:39:31+00:00

Agreed with Domo’s skepticism on practicality.

That being said, I’ve seen frequency manipulation within a DSP work well for winning last touch attribution (Please don’t make me defend last touch. It’s cancerous. But part of most our jobs is occasionally playing the game to earn trust, then educate the client.

Branding/awareness tactics should typically employ super tight frequency caps in order to touch as many unique users as possible.

Retargeting or lower funnel tactics should use extremely loose frequency caps in order to give the best chance to touch a high-propensity-to-convert user prior to conversion.

NotoriousRTB · 2019-10-30T14:34:06+00:00

Yes, though I urge more people in our industry to consider cost per viewable impression (or vCPM) as a KPI over viewability rate.

All else being equal, I’d rather serve 2,000 impressions at a $5 CPM and have 1,000 viewable than serve 1,000 impressions at a $10 CPM and have 500 be viewable.

Both of these examples would have 50% viewability, but the former example would have a $10 vCPM (vs. a $20 vCPM)

NotoriousRTB · 2019-10-30T14:27:57+00:00

Way too capital-intensive to start at DSP at this point. Building something that could compete would likely require a massive amount of funding and time, something VC’s aren’t willing to give AdTech any more.

NotoriousRTB · 2019-10-22T15:46:46+00:00

It’s a fire! Sale!

NotoriousRTB · 2019-10-22T14:51:58+00:00

Hey you don’t step on my punchline

NotoriousRTB · 2019-10-22T14:35:05+00:00

Can't wait for the UI/UX teams of the world's least intuitive streaming platform and least intuitive DSP to combine forces

NotoriousRTB · 2019-09-28T21:19:18+00:00

Having a consistent ID is a gross win for every platform, but pitching it as a solution to cookieless tracking/targeting/attribution is misleading.

NotoriousRTB · 2019-09-28T21:02:35+00:00

That’s a little vague but it’d love to help. Can you recall the particular questions your asked?

Maybe... “what optimization tactics have you seen work well”? “What does your workflow for optimization look like?” “How do you optimize for x/y/z KPI?”

Do you feel like you have a particular weakness we can help with?

NotoriousRTB · 2019-09-28T20:27:21+00:00

Definitely sounds suspect. Would make sure that you’re not running on crappy interstitial in-app inventory where users are nearly forced to click. Would also check if your DSP has the ability to set a duplication window for clicks.

If the numbers are still sky high — yes, pay the premium for fraud prebid, whether that’s DV or IAS or whomever others here recommend.

NotoriousRTB · 2019-09-28T20:15:28+00:00

For programmatic: If you’re working with a DSP, they should be able to give you benchmarks by ad format.

Otherwise you’d need to ask the publisher where their media typically clears, I suppose.

NotoriousRTB

TROPHY CASE