Sizmek Discrepancy

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Sizmek Discrepancy

  1. 1. Sizmek Discrepancy Findings Marcus Wong (Cadreon Australia) Confidential. All rights reserved.
  2. 2. Confidential. All rights reserved.2 Background - What’s the Issue? • Impression Discrepancies are ever present between console and ad server • Impression goals are not met occasionally due to ad server discrepancies • Spend more to pace towards impression goals
  3. 3. 3 Methodology Confidential. All rights reserved. • A study was conducted to compare impression discrepancies between multiple DSPs and Sizmek adserver numbers • Campaign criteria – Over 1 million impressions, Sizmek adserved, multiple campaigns were observed for each DSP
  4. 4. 4 Key Findings (Display) Confidential. All rights reserved. FY16-Q1-Q2-Tourism_Tasmania- Autumn_2016-DR Impression Goal: 16,428,571 Console Delivered:16,564,553 Sizmek Delivered: 14,275,499 CPM Goal: $3.50 Console CPM $3.47 v Sizmek $4.02 Discrepancy (%): 14%
  5. 5. 5 Key Findings (Display) Confidential. All rights reserved. FY16-Q2-Me_Bank-Term_Deposits_Q2-DR Impression Goal: 1,440,922 Console Delivered:1,174,104 Sizmek Delivered: 1,031,409 CPM Goal: $3.47 Console CPM $4.26 v Sizmek $4.85 Discrepancy (%): 13% FY16-Q1-Q2-Tourism_Tasmania- Autumn_2016-DR Impression Goal: 16,428,571 Console Delivered:16,564,553 Sizmek Delivered: 14,275,499 CPM Goal: $3.50 Console CPM $3.47 v Sizmek $4.02 Discrepancy (%): 14%
  6. 6. 6 Key Findings (Display) Confidential. All rights reserved. FY15-Q3_Q4-University_Of_Canberra- Master_Info_Tech-DR Impression Goal: 2,222,222 Console Delivered:2,249,826 Sizmek Delivered: 1,857,101 CPM Goal: $4.50 Consoel CPM $4.44 v Sizmek $5.38 Discrepancy (%): 17% FY16-Q2-Me_Bank-Term_Deposits_Q2-DR Impression Goal: 1,440,922 Console Delivered:1,174,104 Sizmek Delivered: 1,031,409 CPM Goal: $3.47 Console CPM $4.26 v Sizmek $4.85 Discrepancy (%): 13% FY16-Q1-Q2-Tourism_Tasmania- Autumn_2016-DR Impression Goal: 16,428,571 Console Delivered:16,564,553 Sizmek Delivered: 14,275,499 CPM Goal: $3.50 Console CPM $3.47 v Sizmek $4.02 Discrepancy (%): 14%
  7. 7. 7 Key Findings (Display) Confidential. All rights reserved. FY16-Q3-Tourism_Tasmania- Sping_2016_High_Impact-SCR-DR Impression Goal: 1,818,182 Console Delivered:1,440,885 Sizmek Delivered: 2,102,768 CPM Goal: $42 Console CPM $27.76 v Sizmek $19 Discrepancy (%):– 40% FY16-Q2-Me_Bank-Term_Deposits_Q2-DR Impression Goal: 1,440,922 Console Delivered:1,174,104 Sizmek Delivered: 1,031,409 CPM Goal: $3.47 Console CPM $4.26 v Sizmek $4.85 Discrepancy (%): 13% FY15-Q3_Q4-University_Of_Canberra- Master_Info_Tech-DR Impression Goal: 2,222,222 Console Delivered:2,249,826 Sizmek Delivered: 1,857,101 CPM Goal: $4.50 Consoel CPM $4.44 v Sizmek $5.38 Discrepancy (%): 17% FY16-Q1-Q2-Tourism_Tasmania- Autumn_2016-DR Impression Goal: 16,428,571 Console Delivered:16,564,553 Sizmek Delivered: 14,275,499 CPM Goal: $3.50 Console CPM $3.47 v Sizmek $4.02 Discrepancy (%): 14%
  8. 8. 8 Key Findings (Display) Confidential. All rights reserved. FY16-Q2-Simplot-Birdseye_Steamfresh-DR Impression Goal: 8,135,000 Console Delivered:10,007,585 Sizmek Delivered: 8,283,6913 CPM Goal: $4 Console CPM $3.25 v Sizmek $3.93 Discrepancy (%): 17% FY16-Q2-Me_Bank-Term_Deposits_Q2-DR Impression Goal: 1,440,922 Console Delivered:1,174,104 Sizmek Delivered: 1,031,409 CPM Goal: $3.47 Console CPM $4.26 v Sizmek $4.85 Discrepancy (%): 13% FY15-Q3_Q4-University_Of_Canberra- Master_Info_Tech-DR Impression Goal: 2,222,222 Console Delivered:2,249,826 Sizmek Delivered: 1,857,101 CPM Goal: $4.50 Consoel CPM $4.44 v Sizmek $5.38 Discrepancy (%): 17% FY16-Q1-Q2-Tourism_Tasmania- Autumn_2016-DR Impression Goal: 16,428,571 Console Delivered:16,564,553 Sizmek Delivered: 14,275,499 CPM Goal: $3.50 Console CPM $3.47 v Sizmek $4.02 Discrepancy (%): 14% FY16-Q3-Tourism_Tasmania- Sping_2016_High_Impact-SCR-DR Impression Goal: 1,818,182 Console Delivered:1,440,885 Sizmek Delivered: 2,102,768 CPM Goal: $42 Console CPM $27.76 v Sizmek $19 Discrepancy (%):– 40%
  9. 9. Confidential. All rights reserved.9 App Nexus example AppNexus Sizmek Diff(%) 11/07/2016 9228 4839 52.44% 12/07/2016 9374 7886 84.13% 13/07/2016 42721 36522 85.49% 14/07/2016 32512 29058 89.38% 15/07/2016 24589 21667 88.12% 16/07/2016 18347 15927 86.81% 17/07/2016 21135 18197 86.10% 18/07/2016 27979 24642 88.07% 19/07/2016 19378 16668 86.02% 20/07/2016 19744 16913 85.66% 21/07/2016 18419 15715 85.32% 22/07/2016 20428 17410 85.23% 23/07/2016 15953 13900 87.13% 24/07/2016 17300 14739 85.20% 25/07/2016 19223 16206 84.31% 26/07/2016 12308 10425 84.70% 27/07/2016 39960 59008 147.67% 28/07/2016 39138 59945 153.16% 29/07/2016 56936 89658 157.47% 30/07/2016 55285 88369 159.84% 31/07/2016 56728 89868 158.42% 1/08/2016 60293 92663 153.69% 2/08/2016 59721 92368 154.67% 3/08/2016 60105 92243 153.47% 4/08/2016 60049 92451 153.96% 5/08/2016 62508 96639 154.60% 6/08/2016 57329 90593 158.02% 7/08/2016 58160 91437 157.22% 8/08/2016 61927 94315 152.30% 9/08/2016 69097 105985 153.39% 10/08/2016 64466 99096 153.72% 11/08/2016 63396 97794 154.26% 12/08/2016 62232 97122 156.06% 13/08/2016 61033 97098 159.09% 14/08/2016 61459 97124 158.03% 15/08/2016 59690 94620 158.52% 16/08/2016 531 935 176.08% 17/08/2016 519 740 142.58% 18/08/2016 498 683 137.15% 19/08/2016 497 702 141.25% 20/08/2016 380 598 157.37% Total 1500575 2102768 140% Campaign ran on skins during this period Campaign ran on Billboards during this period
  10. 10. 10 Key Findings (Video and Social) Confidential. All rights reserved. FY16-Q1-Coles-Mastercard_03-TVO Impression Goal: 422,250 Console Delivered: 436,130 Sizmek Delivered: 435,837 CPM: $47 Console CPM $45.50 v Sizmek $45.53 Discrepancy (%): >1%
  11. 11. 11 Key Findings (Video and Social) Confidential. All rights reserved. FY16-Q3-Bunnings- Warehouse_Savings-TVO Impression Goal: 2,564,634 Console Delivered: 2,513,913 Sizmek Delivered: 2,467,799 CPM: $41 Console CPM $41.82 v Sizmek $42.60 Discrepancy (%): 2% FY16-Q1-Coles-Mastercard_03-TVO Impression Goal: 422,250 Console Delivered: 436,130 Sizmek Delivered: 435,837 CPM: $47 Console CPM $45.50 v Sizmek $45.53 Discrepancy (%): >1%
  12. 12. 12 Key Findings (Video and Social) Confidential. All rights reserved. FY16-Q1-Australian_Unity-PHI-SOC - R&F Console Delivered: 2,753,134 Sizmek Delivered: 2,736,781 CPM: $19 Console CPM $12.35 v Sizmek $12.40 Discrepancy (%): >1% FY16-Q1-Coles-Mastercard_03-TVO Impression Goal: 422,250 Console Delivered: 436,130 Sizmek Delivered: 435,837 CPM: $47 Console CPM $45.50 v Sizmek $45.53 Discrepancy (%): >1% FY16-Q3-Bunnings- Warehouse_Savings-TVO Impression Goal: 2,564,634 Console Delivered: 2,513,913 Sizmek Delivered: 2,467,799 CPM: $41 Console CPM $41.82 v Sizmek $42.60 Discrepancy (%): 2%
  13. 13. Confidential. All rights reserved.13
  14. 14. 14 Common reasons why this happens… Confidential. All rights reserved. • How do DSPs define impressions? • Why does discrepancies occur? “…there is always a difference in the way platforms measure things. We expect at least a 20% discrepancy between DBM and Sizmek.” – Gareth DBM User sees Ad DSP impression tracker fires 3PA impression tracker fires “…this is due to different counting methodology or traffic filtering or normal user drop off. E.g. when TURN (or any DSP) own an impression, imps will be logged on our end (DSP side), and then we will pass the signal to third party ad served (in this case Sizmek) and they will serve the banners at that time and log the imps.” – Janice TURN Impressions recorded “Sometimes there could be factors such as load time with different servers across different countries and time outs. ” – Linda TUBE MOGUL “There is a chain of events during an impression, which includes the impression trackers firing. If the user goes off the page before the 3PAS impression tracker fires, then the impression won’t be recorded in the ad server.” – Joy MEDIA MATH
  15. 15. 15 Things to watch out for: Confidential. All rights reserved. Things to watch out for: • Latency • Network connection and server reliability • Ad blockers • Low impression goals • Filtering • Google • Differing counting methodologies between platforms (eg. server connection vs ad render) • Latency issues • Network and server connection issues • Ad blockers • Filtering (eg. fraud detection) • End user behaviour (eg. user navigated away from page before ad loads) • Sizmek
  16. 16. 16 Discussion Point -Ad blockers – logging impressions on console and ad server Confidential. All rights reserved. https://www.reddit.com/r/adops/comments/2uspjg/does_an_impression_still_count_when_blocked_by/?st=isjxy1kb&sh=eb7a6faf
  17. 17. 17 Confidential. All rights reserved.
  18. 18. 18 Average Pacing Discrepancy Confidential. All rights reserved. • Looking into multiple campaigns on each DSP, we should expect the following pacing discrepancies on average: • Display – 12~14% • Video – 1~2% • Social – 1~2% Keep in mind, we usually report console numbers on social and video Average 8~14% Average 12~14% Average 4~17% Average -40% Average 1~2%Average 1~2%Average 1~2% Average 15~17%
  19. 19. 19 • Optimal pacing approaches and impacts to CPMs – I recommend pacing 115% on impression goal for display campaigns • Understanding what’s occurring on the back end when impression goals are not reached • Could be interesting to compare this with DCM in the future Key Takeouts Confidential. All rights reserved.
  20. 20. Confidential. All rights reserved.20
  21. 21. 21 DSP responses… Confidential. All rights reserved.
  22. 22. 22 • Google approaches • https://support.google.com/bidmanager/answer/2721749?hl=en • MediaMath approaches • https://kb.mediamath.com/wiki/display/t1kb/3.+Impression+Discrepancy+Tips • https://kb.mediamath.com/wiki/display/t1kb/4.+Click+Discrepancy+Tips • https://kb.mediamath.com/wiki/display/t1kb/5.+Differences+In+Conversion+Counts • Sizmek approaches • https://support.sizmek.com/hc/en-us/articles/200718159--mdx2-overview-Description-of- Methodology?flash_digest=4a361c082d36cc0a407a9f34adcf4274b0016c9f For more info… Confidential. All rights reserved.

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