DeepSee.io - Publisher Intelligence

It’s been a little over a month since we?released our new research portal, and the reception has been both encouraging, and educational! We’ve brought in clients across all our usage tiers, and they come from all parts of the supply chain. Through conversations with those clients, we’re constantly honing in on where the product provides the most value, and rapidly iterating based on that feedback. This batch of features largely support businesses wanting to keep a watchful eye on templated sites, which are characterized by?generic content, and?non-unique design?(adtech historians will recall that these are 2/5 of?ANA/4As MFA definition). These sites are largely in the long-tail, and mostly affect buyers who don’t use target lists. Since they’re easy (and only getting easier) to make, it’s a moderation problem across?any?platform offering self-serve access to programmatic ad spend. https://lnkd.in/gbezsWQA

Thanks Trishla Ostwal for taking the time to cover this issue. To elaborate a bit, what's currently the most pressing issue for our partners using PMAX are dead, or templated sites; we consider Template sites (capital "T" as it relates to our taxonomy, which I'll link in the comments) to be ones that are created without human insight / oversight, which largely have cookie-cutter design, and which lack unique content, expertise, or a real POV. Put another way, it's AI slop. These are MUCH easier to crank out than your typical MFA (arbitrage) site, and the only reason they manage to get PMAX ad spend is because the google supply network has woefully lax entry requirements. Why should sites like chipandgames[.]com (or it's clone chilinetgame[.]com), with no organic discoverability or unique content appear in the top rows of your delivery report? Why should dead sites like conversionrateoptimizationtraining[.]today or influencer-agency-42491[.]bond appear at all? Don't believe the lip service when you read "Google’s behavioral policies don’t allow ads to be served on low-quality or spammy content." Such content is the backbone of PMAX; a way to unload remnant inventory to those who won't review their delivery reports. Funny thing is, it actually can create great outcomes when a close eye is kept on the placement quality. Be sure you do so.

?? September Updates: What’s New at DeepSee.io? ?? The DeepSee.io team have been busy rolling out some awesome updates this month to make the experience on our platform even better. Here’s a quick look at what’s new: ?? API Release: Our new API is live! You can now access key metrics like Domain Overview, Templated Site Signals, and Ad Density Metrics. Need more streamlined data? Hit us up to learn more! ??? Better Templated Site Detection: We’ve added new tools to help flag low-quality, mass-produced sites, giving you sharper insights into publisher quality. ?? App Store Data Now Live: Looking for app insights? You can now access data for iOS and Android directly from our search bar. Perfect for analyzing publisher performance and market trends! ?? Platform Upgrades: Faster load times and smoother navigation mean you can focus on what matters—making smarter, data-driven ad decisions. ?? Coming Soon: Stay tuned for new features like Ad Refresh Rates, Mobile Ad Density Data, and more video tools! Ready to dive in? Reach out to our team for more information!

Exciting news for advertisers! Ad Age today covered Google's significant update that new Search and Performance Max advertisers will now be automatically opted out of parked domains starting in October. This shift comes after Adalytics report in November 2023, which highlighted that 58% of known Google Search Partner (GSP) sites were parked domains—many with questionable value. Here's the full quote from our founder Krzysztof Franaszek to Ad Age in response to this latest move: “Adalytics applauds Google for taking yet another important step to improve the quality and transparency of the media buying experience. After publishing our report in November 2023, which identified that 58% of known GSP sites were parked domains, we're pleased to see Google continue its commitment to addressing these concerns. In December 2023, Google allowed brands to opt out of GSP placements in PMax campaigns, followed by increased transparency into GSP site placements in March 2024. Now, by making parked domains opt-in rather than opt-out as of October 2024, Google has empowered advertisers with more control over their campaigns, ensuring more effective media placements. It matters little how these concerns were brought to Google’s attention—the important thing is that they are responding to advertiser issues raised by us and others. We applaud Google for using criticism to improve its products and for taking meaningful steps to enhance the advertising ecosystem for everyone involved.” This change gives advertisers more control over their media spend, ensuring better targeting and reducing exposure to low-quality placements.

As you may know, we work with many orgs across the supply chain to get a handle on "MFA" sites, and we've previously collaborated with other experts to provide a set of criteria used to flag such inventory. Here's a quick explainer detailing how we apply those criteria to differentiate between Ad Clutter, Template Sites, and Arbitrage. https://lnkd.in/gwrKCUav

"While other firms might have a viewability or IVT product, DeepSee?rates the quality of publishers based on the experience of using the site and provides raw data around site behaviors detected by its crawlers.?Rather than telling an advertiser whether an?impression is viewable, its data might say that a site has an average number of ad units in view at a time that account for a certain percentage of the total visible screen. DeepSee and Jounce Media have worked with trade bodies to?define and verify?MFA sites."

A creator-first future is one where brands can trust that the sites they’re advertising on are produced by human creators for human readers. Working with industry-leading partners, like DeepSee.io - Publisher Intelligence, to advance our vetting processes and develop new signals advertisers can use to feel confident they’re reaching human audiences at scale is one way we’re working to make this happen. We look forward to sharing more about our work with DeepSee in the coming days. https://lnkd.in/gbezsWQA

Hope you all are having fun in the sun! We're announcing a new batch of metrics centered around the template site scourge. Template sites share a lot in common with [Made-For-]Arbitrage sites, minus the paid traffic requirement. We're delighted to have amazing partners like Mediavine using our data to aid in their massive inventory management efforts! “Mediavine’s core business strategy has always been to monetize and support human content creators. We’ve turned to DeepSee to aid us in monitoring quality across our publisher set of over 11,000 sites, giving advertisers the reassurance necessary to successfully capitalize on the open internet. What started as an effort to truly understand how the buy-side evaluated our inventory, quickly developed into a partnership to develop signals such as design uniqueness, author trust, and content quality.” - Brad Hagmann, Senior Vice President - Advertising Technology at Mediavine

Our latest platform update just went live! We're constantly adding new features and improvements and the team have been working hard to push this latest release to our portal users. What's new? Advertising Tab Overhaul:?The new Advertising tab provides a holistic insight into the ad experience on a publisher domain. With new metrics and a visualization of ad density, access all the information you need to make informed decisions about where your ads show up. New metrics for ad density:?Get an overview into the volatility and variability of ad density across publisher pages. These new metrics give detailed insights into peak ad density across the quantiles (p50, p75, p90) for every media type and region on the page. Content Language Detection:?Access a quick overview of the languages available on a publisher domain with our new content language detection data. Available in the 'Content' tab on the portal.

The culmination of many months of hard work from the team, a new and improved interface, additional features and enhanced datasets. We're excited to announce our new portal! https://lnkd.in/e_VCqxTa