DisplayBase® FAQ’s

WHAT IS DISPLAYBASE?

DisplayBase is a managed, programmatic ad targeting and delivery solution from True Influence.The solution is unique in that it is powered and optimized by buyer intent data as well as defined buying groups to drive increasingly better digital engagement.

True Influence maintains its own programmatic trading desk within the DisplayBase team to assist customers in achieving their marketing goals and objectives through the precise acquisition of digital media and optimizing those programs to drive increasingly better results.

WHAT IS PROGRAMMATIC ADVERTISING?

Programmatic advertising is an automated way of buying and selling advertising inventory. Whereas the traditional method includes requests for proposals, tenders, quotes and human negotiation, Programmatic advertising enables brands or agencies to purchase ad impressions on publisher sites or apps within milliseconds through a sophisticated ecosystem. Think of programmatic as a stock market of digital media where purchases are intelligently directed toward those properties that have the greatest potential to deliver the best results at a price point that optimizes spend in real time.

WHAT ARE THE MAJOR COMPONENTS OF THE PROGRAMMATIC ECOSYSTEM? HOW DOES IT WORK?

The programmatic ecosystem is typically built of DSPs, SSPs, Ad Exchanges, Ad Servers, DMPs and third-party data providers.

WHAT IS A DSP?

A demand-side platform (DSP) is an automated media buying platform. It enables advertisers and agencies to purchase digital ad inventory in real-time.

WHAT IS AN SSP?

A supply-side platform (SSP) is an automated inventory selling platform. It enables publishers and ad networks to sell and monetize digital ad inventory in real-time.

WHAT IS AN AD EXCHANGE?

Ad Exchanges are platforms and part of the programmatic advertising ecosystem which make ad inventory from multiple publishers & ad networks available for purchase by advertisers through RTB (Real Time Bidding) technology.

WHAT IS A DMP?

A data management platform (DMP) is a unifying platform to collect, organize and activate first, second and third-party audience data from any source, including online, offline, mobile, and beyond. It is the backbone of Account Based Marketing (ABM), data-driven marketing and allows businesses to gain unique insights into their customers. Marketing efforts are significantly improved by segmenting customers on a DMP.

When data is collected, managed, and organized on a DMP, it provides the ability to develop multiple audiences and segments from multiple data sources. Once configured, segments and audiences may undergo various trials of marketing techniques to determine best performance. Also, performance can be attributed to original data sources using traditional data analysis techniques.

WHAT ARE THIRD-PARTY DATA PROVIDERS?

Companies that collect and sell third-party data in order to improvise audience targeting are called third-party data providers.

Some examples include Acxiom, Bluekai, Lotame, Datalogix, Experian, TruSignal, Alliant, IXI and comScore, etc.

WHAT ARE THE MAIN PROGRAMMATIC ADVERTISING CHANNELS?
  • Display Ads
  • Video
  • Social Ads
  • Audio Ads
  • Native Ads
  • DOOH – Digital Out of Home
  • CTV- Connected TV
  • OTT – Over the Top TV
WHAT ARE THE DIFFERENT WAYS OF BUYING INVENTORY THROUGH DSPS?

Contrary to the traditional media buying process, programmatic advertising may not necessarily involve advertisers and publishers working on a one-on-one basis to serve ads. The ad delivery depends on the type of programmatic deal chosen.

TYPES OF PROGRAMMATIC MEDIA BUYING:
Real-Time Bidding (RTB)
In RTB, the impressions are bought and sold programmatically through open auctions facilitated by various exchanges

Private Market Place (PMP)
It is an invite-only marketplace where premium publishers invite a select number of advertisers to bid on their inventory through a private Deal ID

Preferred Deals (PD)
Supplier and the buyer negotiate a price and terms for inventory that buyer can optionally bid upon. The buyer has an initial or “preferred” opportunity to bid at the negotiated price when there’s an ad request for that inventory

Programmatic Guaranteed (PG)
PG deals allow buyers to execute direct buys with publishers, while eliminating manual processes such as exchanging tags, troubleshooting discrepancies and handling multiple invoices. In addition, the use of audience targeting helps narrow who your ad is shown to

WHAT IS CTR?

Click through rate is a ratio showing how often people who see your ad, end up clicking on it.

WHAT DO YOU NEED FROM THE CUSTOMER TO RUN A DISPLAYBASE PROGRAM?

Campaign Materials Needed:

  • Banner ad units (All standard sizes recommended). Specs can be found at this link: www.drive.google.com/file/d/1q6OJrVB9oyzhpa5pn2njTGAQ_xqdm2Yt/view?usp=sharing
  • Landing page URL
  • KPI (what is the goal of the campaign)
  • Tracking pixels to be implemented if the goal is to track conversions on LP
  • Preferred reporting day of the week and who should receive reports
  • Depending on what tactics they are running, we may also need the contextual keywords/topics a client wants to target and/or their ABM list if there is one.

DESCRIBE DISPLAYBASE ONBOARDING PROCESS IN SIMPLE STEPS:

WHAT ARE YOUR TARGETING CAPABILITIES? ARE THERE ANY LIMITATIONS?

Audience could be targeted in many ways like behavioral, interests, contextual, technographic, firmographic, demographic, geographic, custom segments, retargeting (site and PersonaBase/lead, website funnel), look-alike (i.e. hybrid targeting) etc.

Customers may also utilize ABM, 1st & 3rd Party data against cookies.

WHY USE RETARGETING?

Retargeting can be a powerful tool to increase brand loyalty to existing or new customers. It allows advertisers to better hone in on users who have shown intent or interest in their products, services or content. Retargeting helps to identify and segment website visitors on interest and activity bases and can be a key factor in driving online actions like leads, conversions, etc.

WHAT IS A TRACKING PIXEL?

A tracking pixel is a snippet of JavaScript code, which is placed on the webpages for tracking or remarketing purposes.

Universal Pixel
The Universal Pixel provides insights into the interactions that users have with a website. It provides the ability to easily segment these users and measure the actions they take with a single pixel.

Retargeting Pixel
(Also known as remarketing & tracking pixel) – Retargeting pixel is a code on websites that runs when a page is loaded and creates a pool of users who visited different pages of the website. Later, marketers can target those users to re-engage and convert as potential buyers.

Conversion Pixels
Best used in campaigns where the KPI is a conversion on the landing page, this pixel can help to optimize the campaign towards more of these conversions.

A conversion pixel is used to track user actions in response to an advertiser’s creatives, such as registering at a site or making a purchase. When a conversion pixel fires, a determination is made as to whether the conversion (the registration, the purchase, etc.) can be “attributed”, or tied to the user clicking on or viewing one of the advertiser’s previous creatives.

CAN YOU TARGET AUDIENCE FROM TOP B2B SITES IN US?

Yes, True Influence can target top B2B websites audience in the US. Some of the top B2B sites are listed below:

Complete list could be accessed here

OPTIMIZATION BASICS

Bid strategy
Adjust and/or tweak the bid for win rate and efficiency.

Creative optimization
Shift budget to high performing creatives by analyzing and segmenting asset performance by type and size.

Site optimization
Analyze site performance is on high-quality websites and not on poor / spam websites. Build blacklist and whitelist based on performance kpis of sites. Understand your audience (not demographics).

Device optimization
Use the device data to create a test to break out mobile vs desktop and move budgets towards the better performing device.

Exchange optimization
Analyze campaign reports and segment by exchange. Highlight best performing exchanges for the audience, campaign and remove bottom-performing exchanges.

Dayparting optimization
Analyze campaign reports and segment performance by day and time. Highlight best performing time for the audience and apply dayparting strategies and test towards optimization.

Abm list expansion – hybrid targeting
Using the true influence marketing cloud to find relevant/similar accounts which helps us to expand the audience pool.

BRAND SAFETY
Displaybase team helps its client to achieve the brand safety as topmost priority while set-up their campaigns. We ensure that brand is not exposed to sensitive categories, content, webpages, etc. That could harm the brand’s reputation online.

INVENTORY PLACEMENTS
Adjusting Inventory Placements Analyzing campaign data to see which placements work best is important when deciding how to adjust or where to place your ads moving forward.

REPORTING GUIDE

What types of reports are available for DisplayBase campaigns?
  • Analytics Report
  • Video Analytics
  • Video Error Report
  • Audio Analytics
  • Site Domain Performance
  • Device Analytics
  • Carrier Analytics
  • Buyer Geo Analytics
  • Display Analytics
  • Data Usage Report
  • Buyer Reach and Frequency
  • Buyer Segment Performance
  • Creative Frequency & Recency
  • Attributed Conversions
  • Account Level Reporting (requires minimum DisplayBase spends $50K US only)