Written by Hendrik Wistuba, Marketing/PR Manager
Verified Pre-bid Targeting Increases Brand Suitability
Especially in the context of brand safety the capabilities of pre-bid targeting and post-bid ad verification are often mingled. To not fall into the trap of overestimating any one solution, it is important to differentiate the two by their functionality and purpose.
Post-bid ad verification serves as a monitoring tool. The most common uses are viewability checks, brand safety controls, invalid traffic detection and audience verification. Beyond that, advertisers also gain valuable insights into the render status of their ads. We previously covered the differences between a tracked ad and an ad impression event. If you’re interested in this, I’m recommending this article next.
Pre-bid targeting offers media buyers the ability to select for placements in which creatives are most likely to have their full effect. Because of these targeting options, pre-bid solutions can be conceptualised as controlling tools. Hence, post-bid ad verification is an important data source to inform programmatic buying decisions.
A large deal of pre-bid targeting is audience-based. Suppliers, vendors and marketplaces boast with thousands of segments to choose from. Advertisers have since learned to differentiate between utilising their relevance with certain audiences and overly limiting the reach of their branding campaigns. As audience targeting is becoming increasingly scarce due to ongoing industry efforts to remove third-party cookies, other targeting options gain in significance. These are based on ad verification data or context.
Contextual targeting is recently enjoying increasing popularity. However, solutions which are solely based on artificial intelligence are repeatingly doubted to accurately detect all inappropriate content including deliberate misinformation. The technology is particularly suitable to reach consumers who are already familiar with the brand in situations in which the advertised product is most appealing to them. But what if you’d like to increase brand awareness?
Targeting options based on placement quality metrics offer advertisers the ability to manage the effectiveness of their ad spend before the beginning of the campaign. These contribute to the selection of brand suitable environments. Specific viewability rates and times-on-screen can guarantee that an ad message has the possibility of becoming perceived as intended and in its entirety. A 30 second video creative, for example, might be misunderstood when skipped after 5 seconds. A holistic brand suitability solution takes such misunderstandings into account as well.
While some quantifications of ad effectiveness are already internationally standardised, new measurements are continuously developed to supplement existing data. Last month, we announced a pilot project with GroupM Germany to measure the frequency and interval length of ad-refresh on display placements. This information can already be used for programmatic purchases on Xandr Invest.
Similar to low viewability, fast updating intervals can diminish ad placement quality which may be unsuitable for some brands by itself. Ad-refresh might further increase the risk of advertising in an unsafe or unsuitable context between neighbouring brands; e.g. green energy followed by a new diesel truck.
If you’d like to learn more about monitoring whether ad-refresh is affecting your campaigns, click the button below to contact us.