If you buy through DV360
Today's article is a simple one. For those ad buyers still buying through DV360, consider the following:
Google's algorithms favor their own supply
Not only does Google make higher margin on their own supply, the algorithms are designed to spend your money as fast as possible so Google can make money as fast as possible. This obviously is not ideal for advertisers trying to be careful with their budgets, so less of it goes to bad guys.
"Confidential sellers" mask fraudulent and MFA sites and apps; FouAnalytics unmasks them
When you buy ads from Google's supply you may notice a whole bunch of mbappgewt ... 8888 .com domains in your placement reports. These are "confidential sellers" a feature in Google's supply that allows bad guys to hide more easily. If you use FouAnalytics in-ad tags to track your ads, FouAnalytics unmasks these bad sites and apps and allows you to see which of them you should add to block lists. This problem is only on Google's platform.
Ads weren't served or didn't arrive in time
Finally, be sure to use FouAnalytics to check if your ads were served -- by comparing the quantities the DSP reported to the quantities recorded by the FouAnalytics in-ad tag in your ads. In some cases 1/4 to 1/3 of your ads were not served. The more fraudulent the sites and apps the larger this "drop off" because bots move on to the next thing as soon as possible.
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Also, in FouAnalytics, you can see what portion of your ad impressions never made it in time to be displayed on screen. In mobile-heavy campaigns, we can see up to 84% of the ads not arriving in time to render on screen. When users scroll down infinite scroll pages, the ads are called but don't get delivered in time to be displayed before the person scrolls further down the page and past the ad slot. Don't you want to know if "ads-didnt-run" is a problem in your campaigns? I would.
Finally, consider using another DSP to do your ad buys. One DSP that I work with is AIDEM. They see the entire programmatic firehose. And out of 330 billion bid requests per DAY, they filter out the bad stuff and leave 10 billion bid requests per DAY for their customers to bid on. Cutting out 97% of the bad bid requests means you have much, much higher quality ad opportunities to bid on.
If you need more information, message me.
Manager, Buyer Development @ColossusSSP | Self-Proclaimed “Cool Dad”| Programmatic Media Strategy | Leo. ENFP.
6 个月Love this - towards the end of buying in DV360 I began excluding GAM from buys to test performance and found there was no drop off in scale, often better performance
Dr. Fou - roughly, what was the scale of imps used in your findings of DV360 favoring their own supply, vs. other DSPs?
I always figured google prioritized their own inventory. Good to see it in black and white. The fact a 1/4 or a 1/3 of ads not getting served is even more disappointing, these things are fixable if they cared to do the right thing, but that’s easier said than done.
Online Marketing Strateeg
7 个月Man, so much insights, thanks for sharing! ??
Media Director | Digital Media | Ad Fraud Fighter
7 个月To your second point on the confidential sellers and non-transparent inventory, anyone in DV360 should make sure to block the "Non-Reportable Sites and Apps" channel under the Apps & URLs targeting (this can be done at the partner level even). It's a hidden option on DV360 - you won't see it listed in the list of available channels until you start typing it in.