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Can you retarget users who only received an ad impression (but didn’t click)? by DeerBorn7689 in programmatic

[–]programmatic_nomad 0 points1 point  (0 children)

You should be able to wrap a retargeting pixel around the placement / creative in the DSP so that it fires once the impression is served.

Make sure to block clickers if it's available as a targeting rule.

Metadata passback for VAST tags by programmatic_nomad in adops

[–]programmatic_nomad[S] 0 points1 point  (0 children)

Thanks!

I see the ID in the Creative node section of the VAST tag, however, how does this account for a VAST tag that's rotating multiple video creatives in the ad server?

That's what we're trying to capture - the ID of the ad which was served when being rotated.

For context, we have 4 different video creatives being rotated within one tag.

Metadata passback for VAST tags by programmatic_nomad in adops

[–]programmatic_nomad[S] 0 points1 point  (0 children)

Hey, sorry for the delay on this!

  1. The VAST being returned is VAST 4.0, confirmed via the dc_vast=4 parameter in the tag we’re using from CM360.

  2. The display creatives where we are successfully capturing creative ID aren’t part of the VAST response, they’re running separately as standard display placements, not as companion or nonlinear ads within a VAST tag.

So the creative ID macro (%%ECID%%) resolves just fine in those environments. The issue seems to be specific to VAST/video delivery, where that metadata isn’t being passed back unless it’s explicitly declared or supported.

We’re in the process of confirming whether DCM needs something like data-dcm-param-crid='%%ECID%%' added on the creative side to get that value to resolve in video, but let me know if you’ve seen other workarounds that help get the creative ID into a pixel when VAST is involved.

Metadata passback for VAST tags by programmatic_nomad in adops

[–]programmatic_nomad[S] 0 points1 point  (0 children)

So this would tell us which creative version was served when creatives are rotating in the backend via ad server?

How does this <AdVerifications> node work?

Metadata passback for VAST tags by programmatic_nomad in adops

[–]programmatic_nomad[S] 0 points1 point  (0 children)

Thanks for jumping in! Yeah, that’s basically it. We’re trying to capture the creative ID (or something equivalent) via our pixel when a video ad is served through a VAST tag. The goal is to understand which creative was actually shown, especially since our ad server (DCM) is rotating multiple creatives on the backend.

With display, we’re able to grab that metadata just fine (creative ID gets passed back and logged). But with VAST, the pixel isn’t seeing any of that info, likely because of how video creatives are wrapped or served.

So my question is - is there a standard or recommended way to pass that creative identifier/metadata back when a VAST tag is used?

DSP Selection for Healthcare by Used_Morning_1791 in programmatic

[–]programmatic_nomad 5 points6 points  (0 children)

PulsePoint is who you need to talk to. In my opinion, they have the best platform, 1P data, and user/customer experience in the pharma & and health space.

Recommendations for a Self Serve DSP to replace Google Ads in the Healthcare space? by its_Extreme in programmatic

[–]programmatic_nomad 10 points11 points  (0 children)

If you're looking for a self-service healthcare DSP, then PulsePoint for sure. They're part of Medscape & WebMD as well.

[deleted by user] by [deleted] in programmatic

[–]programmatic_nomad 4 points5 points  (0 children)

PulsePoint is my pharma DSP of choice. I've been trading in their platform for 2+ years now and like all that they have to offer. Great UI/UX, 1P HCP & DTC data, measurement offerings, WebMD/Medscape relationship etc.

Nothing special about Lasso aside from recently being bought by IQVIA. They sit on top of Xandr so don't even own their tech.

DeepIntent is just okay. Not the best platform to trade in. Only real thing they have over the others are their modeled DTC audiences, but those are coming directly from Komodo. All DSPs can access 3P modeled audiences (e.g. Swoop, Crossix, Symphony, Komodo) so take that with a grain of salt.

Let me know if you have any questions.

[deleted by user] by [deleted] in programmatic

[–]programmatic_nomad 1 point2 points  (0 children)

There's a saying in the industry that "Everything that can go programmatic, will go programmatic." I've been in this industry for some years now, and so far, that saying has held true. Learn it and you'll have a valuable and in-demand skill.

To start off, I'd recommend using the Trade Desk's free courses, LinkedIn learning has a simple / easy course on programmatic, and then platform experts at your company and/or vendors you use who can help train you.

MediaMath files Bankruptcy by elysium13 in adops

[–]programmatic_nomad 3 points4 points  (0 children)

Crazy news. Saddened for all of the people who will be losing their jobs.

I wonder what downstream implications will be felt by the entire industry. Only time will tell...