Is Your Measurement Provider Giving You A Compass Or A GPS? – AdExchanger – AdExchanger

Marc Goldberg, CRO, Method Media Intelligence

Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Marc Goldberg, CRO at Method Media Intelligence.

Over the past several thousands of years, the trail of human civilization has been blazed, quite literally, by its advances in wayfinding. Prior to a map and compass, our ancestors relied on the natural landscape, the rising and setting of the sun and the stars in the sky to guide their way. 

With the modern technology of GPS literally at our fingertips, we can assess where we are at any moment and weigh our options on the best route to our next destination. We can choose our own adventure and select a path with fewer turns or fewer tolls along the way.

But such transparency of data is lacking in our “modern” ad tech ecosystem – and not all of the data a vendor supplies is created equal.

So, if you’re not familiar with the landscape (and unsure of where exactly you want to go), it’s easy to lose your bearings when presented with information that can prolong your journey – and deplete your budget – as you trundle toward your intended destination.

advertisement2 ProxyEgg Is Your Measurement Provider Giving You A Compass Or A GPS? – AdExchanger - AdExchanger

During the review stage of a recent discovery test we did for potential clients, I received what has become a common question about invalid traffic: “Is this impression classified as SIVT (sophisticated invalid traffic) or GIVT (general invalid traffic)?” 

Here’s the problem with that question: The answer is irrelevant.

GIVT vs. SIVT doesn’t matter

Most media buyers believe SIVT is worse. They assume, given its name, that it’s the more sophisticated type of fraud. This is untrue. “Sophisticated” refers to the sophistication of the detection, not the traffic.

And, anyway, sophisticated or not, if traffic is invalid, why even pay for it? Determining SIVT versus GIVT is a moot point if there is no human on the other side of the impression.

Furthermore, knowing whether traffic is SIVT or GIVT will not provide a road map for optimization. Classification of the type of invalid detection is not helpful in making improvements to targeting or delivery without also having proper supply path mapping in place.

Mapping is really important if you want to improve your buy. Regardless of a GIVT or SIVT label, the only thing that matters is that it’s invalid traffic. The information your vendor supplies should amount to clear directions on how to improve your buys – and it really helps to know the right questions to ask.

Ask lots of questions

If you look at the reporting interface provided by some of your vendors, you will likely find reference to your “proxy server (RVI) ad rate.” I challenge you to ask your vendor what this means and what you’re supposed to do with this information. And if it’s bad, how can you reduce this number?

Do the same for all of your vendor’s reporting, and then ask: How can I make any of this actionable? Classification is a nice-to-have, but not the only thing to have. 

Because here’s what you need to remember: Reporting may be robust in some of these systems, but not necessarily helpful. More information is not helpful when you don’t know what it means and you don’t know what to do with it. A data output may look impressive, but be warned that it can also be deceptive.

The data they’ll give you is similar to a compass, as in it’s directional. The data you really need access to should be more like a GPS and gives directions. You should be able to understand what the data says and be able to do something with it. The supply map cannot be as simple and obtuse as “go north.”

Go deeper than verification

Data scientists and analysts will often talk about data integrity, and this is important. But there is also a common misconception that “verification” implies integrity. Reporting that focuses on classification infers that the data set is complete, and this is simply not the case. Rather, it’s the root of most of the problems in our industry today.

Sampled data sets have always had flaws, but the industry has been conditioned to believe it to be the currency of value. Granted, the TV world can’t get to 100% measurement – and how could they, given the methodology? – so sampling became acceptable.

But in digital, all media, including ads, is served directly to consumers, and therefore it can be measured in full. As a buyer, you need to ask why your digital verification vendor is still sampling.

You may think they’re not, but they are. Just ask them about their decision rate. If you haven’t asked this before, I don’t fault you. But moving forward, the decision rate will be a required disclosure in the MRC’s guidelines. If you cared so much about GIVT/SIVT, you’ll definitely care about this.   

I’ve had to break the news to many buyers that some of their vendors may be firing on every impression, but they’re not making a decision on every impression. This is a subtle nuance, but “fire on” and “decide on” are two vastly different things.

Let that sink in.

Transparency and reporting for the sake of reporting isn’t valuable. But the repercussions are worse than just a lack of value. Surface-level reporting provides a false sense of security and direction.

Where in your reports did you see that all of your data is measured? Once you have all of the necessary data, though, you can start using your GPS properly to better understand the best and worst (supply) paths to take.

Start asking the hard questions. Because heading north on Easy Street won’t do anything for you other than get you nowhere fast.

Follow Marc Goldberg (@MarcJGoldberg) and AdExchanger (@adexchanger) on Twitter.

Source of this news:

Related posts:

Is the main benefits of Using Proxy Staff in Company - BollyInside
This information is about the What are the great Using Proxy Servers while Company. We will try our best and that means you understand this guide. I hope you prefer this blog What are the benef...
Why Your Company Should use Proxy Servers? - Foreign Policy 2018
If you are just an average Joe, then you probably don’t have a full understanding of the purpose and use of proxy servers. Most people heard about using a proxy for unblocking the US library on ...
SSH Host Based Authentication - Security Boulevard
IntroductionAre you an organization that manages or hosts a huge pool of resources on remote locations/servers? Well, host-based authority-validation technique is the most-suited way to manage the a...
Telegram privacy features: The 10 features you need to use - The Indian Express
Telegram is a very popular messaging app right now and has managed to become the most downloaded non-gaming app for January 2021, according to Sensor Tower. The app saw 63 million downloads in Januar...
Proxy vs. VPN: What's the Difference? Proxy vs VPN: Find out Which is Better - Sprout Wired
Today, people spend a lot of their time online. They use the Internet for work, fun, and communication. This means that a lot of our private data is collected each time we go online which can le...
Maryland’s enrollment in Obamacare to our lives 12% during coronavirus pandemic emergency - Baltimor...
This state’s health emergency, in regards to 54, 402 people enrolled in federally subsidized private blueprint offered by three private insurance companies, while 20, 460 signed up without financ...
Fix Google Backup and Sync errors - TheWindowsClub
This post covers different workaround to try to get rid of various Google Backup and Sync errors. Google introduced the Backup and Sync Tool to add files, images, and videos to both Google Drive and ...
How To Block Twitch Ads: WORKING (2022) - WhatIfGaming
Ads are a core part of any free-streaming service. Everyone has to make money in some way, right? But the annoying part of Twitch is that you have no way to skip ads. You can buy Twitch subs, but it ...
Subspace will launch its parallel and real-time internet for gaming and the metaverse - VentureBeat
Subspace is officially launching its parallel and real-time internet service for gaming and the metaverse on November 16.In the past couple of years, Subspace has built out its parallel network using...
How to use a VPN on PS4 or PS5 - The Loadout
As gaming consoles become more advanced, we find ourselves using them for more things beyond simple gaming. With built-in browsers and apps allowing us to do most things that we might also do on a ga...
Google Home 2.26 adds ‘advanced networking’ settings from Google Wifi app, more - 9to5Google
Last week, Google started rolling out the ability to import Google Wifi networks into the Home app. This is part of a bigger update that sees Google Home add the Wifi app’s “advanced networking” sett...
Apple and Google Respond to Covid-19 Contact Tracing Concerns - WIRED
"It's definitely possible that some evil advertiser could use this to augment their data sets," Green says. "But, gosh, it really requires a lot of evil. And it seems to me like a small case."Keeping...
How to Use a VPN With School Wi-Fi - Alphr
Device LinksMost K-12 schools and colleges put limits on what students can access via Wi-Fi. In most cases, the reasoning behind this decision is sound: minors shouldn’t have access to possibly inapp...
Bye Google: 7 privacy-first search engines everyone should try - Fast Company
advertisementadvertisementEven if you have nothing to hide, searching the web with Google can sometimes feel unnerving.advertisementadvertisementMaybe you’ve got a medical question or financial conce...
Under Attack: How Threat Actors are Exploiting SOCKS Proxies 4 min read - Security Intelligence
From the basic building blocks of the internet to cryptocurrency mining on a supercomputer, SOCKS sits at the core of computing. A SOCKS proxy can be used to improve network security in an enterprise...
Residential proxy networks to look out for - TrendinTech
A residential proxy works as a gateway between the user and the rest of the internet. IP addresses of residential proxies come from internet service providers (ISP). They are powerful tools that hid...
Palladium One Announces Mineral Resource Estimate for the LK PGE-Cu-Ni Project -
Palladium One Announces Mineral Resource Estimate for the LK PGE-Cu-Ni Project FREE Breaking News Alerts from! Top Tickers,...
Shotcut 21.05.18 - Neowin
Shotcut is a free, open source, cross-platform video editor for Windows, Mac and Linux. Major features include support for a wide range of formats; no import required meaning native timeline editing...

IP Rotating Proxy Onsale


First month free with coupon code FREE30