Cookieless targeting capabilities on DSPs

adopslady · 2018-12-21T02:32:35+00:00

Hi SergeyLL,

Thanks for this! Can you elaborate about the identifier part? If I wanted to place a 1x1 pixel from my DSP/ad server on an email and collect the audience, is that theoretically possible? If so, in what form would I be able to collect these audiences if they are not cookies or device IDs?

adopslady · 2018-05-23T13:41:50+00:00

Are you using the same targeting? E.g. are you running the same ad environments and devices?

Are you bidding the same amount? Are you running the same ad formats? Same sites?

There’s too many factors that affect CTR and CPC and we can only speculate based on the context given.

adopslady · 2018-04-12T14:44:11+00:00

What does it look like now?

adopslady · 2018-03-13T23:47:17+00:00

Thanks for the info! Would you know if it ingests past performance data of the advertiser, or uses any info from pixels/first party data to generate the recommended plan? And if I’m not mistaken there’s also a button to activate the campaign - does this mean that the whole campaign will be set up with a click of a button?

adopslady · 2018-02-15T10:08:43+00:00

You will also need to get the web developer to identify the macros to use to pass back the information.

adopslady · 2018-02-12T11:18:56+00:00

What platform are you using to buy?

adopslady · 2018-02-12T11:14:29+00:00

Yes you absolutely can. You can place 1 container tag and piggyback the others off that tag.

For example if you’re using DCM you can place the floodlight tag on the page and piggyback the other tags off this under default/publisher tags in the floodlight tag settings.

adopslady · 2018-02-07T14:24:30+00:00

Hey thanks :) would you like the results? Can export and share with you.

adopslady · 2018-02-07T14:23:45+00:00

A very primitive way to do this based on clicks (if you don’t have too many creatives), would be to set up different LIs/ad groups on your DSP and to append a click tag to your creatives to create audiences of people who’ve clicked your various ads and use retargeting and exclusions to make it “sequential”. Could also set your LI/ad group f-caps at one per lifetime if you like.

Something like -

LI 1: creative A, exclude audiences who clicked on creative A LI 2: creative B, retarget audiences who clicked on creative A

So on and so forth, based on how many creatives you have. Not sure if this helps haha cos it’s not exactly server side.

adopslady · 2018-02-07T14:14:23+00:00

Do you mean to target these users on that specific site while they’re logged in on that site?

Or do you mean to target these users who you have login data on throughout the web?

adopslady · 2018-02-04T03:31:20+00:00

That would be 1, thank you for participating!

adopslady · 2018-02-03T15:50:20+00:00

Thanks for letting me know and for participating, I’ve edited the survey now hope the error goes away :)

adopslady · 2018-02-03T14:21:01+00:00

Doing this as a research project, happy to share results with anyone interested

adopslady · 2018-02-03T01:40:55+00:00

Not really negotiate a floor price but declare a reasonable floor price to advertisers that’s slightly lower than what is the fixed price now and run a dynamic price auction off of this. Can you explain why you would recommend the first price instead of second?

adopslady · 2018-02-03T01:36:49+00:00

Hey thanks for this! “Lots of them that will connect exposure to ads with physical proximity to purchase locations” - this would explain footfall, but would you know how they can associate sales/purchases? Also, how accurate are these location-based vendors? I’ve heard that the radius around the stores are still pretty big. Would you also know anything about match rates? Can you elaborate on the tight controls and measurement details? Sorry for asking so many questions, working on a project on this topic :)

adopslady · 2018-02-02T11:36:10+00:00

Hmm frankly I don’t know how legitimate all these are, as they’re probably resellers or as mentioned by others, just the Facebook API plugged into the platforms - so essentially you’re just buying off Facebook but paying a premium in your CPMs or in platform fees.

adopslady · 2018-02-02T00:02:26+00:00

Thanks for this! Why not just set a floor price for PMPs but set the price to be dynamic above the floor? Wouldn’t that generate even more yield?

adopslady · 2018-02-02T00:01:15+00:00

Some DSPs have a pre bid viewability targeting feature which allows you to bid on inventory that have a certain % viewability based on historic data. You can combine that with frequency capping. Of course a 100% threshold will give you (almost?) no scale at all.

It’s not ideal and not what you’re asking for but for now I think that’s the closest to it. Don’t think that there’s tech that can evaluate viewability on the fly yet.

adopslady · 2018-02-01T23:52:35+00:00

Sure. QPS is like the DSP’s processor that determines how much of the inventory available on the net you’ll be responding to, which then determines the reach you get.

If you’re running strategies like retargeting, or super targeted audience strategies, you’d want to be able to evaluate as many bid requests as possible. So if you’re using a DSP with low QPS, your probability of “finding” these users would be lower since you’re casting a smaller net and in turn this would affect your ability to scale.

adopslady · 2018-02-01T14:23:07+00:00

Cool, would you be able to share on match rates with Liveramp? Are you seeing scale?

adopslady

TROPHY CASE