Tricks of the trade: Holiday marketing Q&A

10/23 By Alynn Beyder

The holiday shopping season is nearly here and it’s time for savvy marketers to start planning their campaign spend. IAS sees over 500 billion individual data points per day, giving us a unique vantage point on the holiday advertising rush. In our recent webinar, “Tricks of the trade: holiday edition” we shared some of those insights and received a number of excellent questions about how to improve campaign performance in time to grab those holiday shopper dollars. (If you missed it, you can access the recording here.) In this blog post, we’ll answer all of your questions in a little more detail.

 

How can IAS help me to manage transactions through a PMP?  

We’ve added dedicated reporting support from private marketplaces to increase visibility and transparency into PMP transactions. A deal ID macro can be passed to us through the major DSPs that we partner with in order to provide brand safety, viewability, and fraud reporting on PMP inventory. We want to make sure that you’re getting the most value for your dollar on those higher priced placements.

 

Why didn’t you use global numbers in the webinar and do you have this data for any other regions?

We regionalized this webinar for the US because holiday schedules and opportunities vary country by country. For instance, Boxing Day is far more significant in the UK than in the US. If you’re interested in receiving the UK version of this report you can email tricksofthetrade@integralads.com.

 

Can you explain the difference between the numbers presented here and the numbers in the H1 2018 Media Quality Report?

The MQR is a global report covering a full half year in attempt to provide a broader narrative about the state of digital advertising both worldwide and in local markets. The presented here is more specific, we focused on the US holiday season and isolated campaigns by some of our largest retail partners. As a result, these numbers reflect a more focused view of digital advertising performance for that industry sector during a critical time of year.  

 

Do you recommend separating mobile campaigns from desktop campaigns, or is better to run them together?

Historically, buyers have separated mobile in-app from desktop campaigns because of the lack of measurability or targetting in in-app environments. However, as we and our partners roll out greater measurement and targeting capabilities, we recommend combining desktop and mobile to make sure that you have an apples-to-apples measurement and targeting data regardless of the environment you’re running in.

 

How are you measuring viewability on mobile in-app if most partners don’t have the open SDK integration?

Currently, the data we see is co-mingled. We receive both MRAID and OM SDK signals, though in recent months we’ve seen an increase in partners integrating the SDK. Additionally, while some partners haven’t implemented OM SDK, most of our our largest partners have also integrated IAS’s own proprietary SDK providing a wide range of signals through partners like Inmobi and MoPub.

 

How is IAS working with partners to increase viewability benchmarks and move the industry closer to 90%?

At IAS we’re proud to be a part of moving the digital ecosystem toward higher standards of viewability through transparency. While that transparency does come, in part, from our viewability solutions which have raised the bar by allowing marketers to prioritize high-viewability inventory, it also comes from collaboration. We continue to work with our partners in the ad tech space on integrations that create greater transparency around the unviewable inventory. In addition, we’ve partnered with organizations like the Interactive Advertising Bureau (IAB) on open source projects like the Open Measurement SDK which provides a single standard for measuring viewable media in mobile environments.