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Apr 12, 2022 3:41:00 PM

An Introduction To Ad Viewability

We've heard about the death of the click for years, but the click has been pervasive, surviving each wave of innovation. But it appears that the click has met its match, as a new metric has taken hold across the online advertising industry; a metric with the power to become equally or potentially more important than the click: Ad Viewability.

That metric is ad viewability; an online advertising metric that tracks only the impressions that users actually see. For example, if an advertisement loads at the bottom of a website but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable. Viewability is designed to let advertisers pay only for the advertisements that users actually see.

To understand the implications of viewability, let’s take a step back and look at the previous landscape of buying, selling, and serving display ads.

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Jun 21, 2021 11:45:00 AM

Why We Love Real-Time Media Buying (And You Should, Too!)

Media buying has evolved significantly in the past few years, with the increased utilization of programmatic media buying platforms. Traditionally, advertisers would reach out to publishers and negotiate deals to get their products and services displayed to the masses, but once ad networks came to fruition, the purchase of inventory was possible on a scale not seen previously. Real-time media buying brochure.

Once advertisers learned they could buy bulk inventory through aggregators; real-time ad exchanges emerged, trading impressions that publishers could not sell directly through their in-house sales teams. This has led to the introduction of automated or programmatic media buying, made possible by a technology known as real-time bidding (RTB).

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Mar 17, 2021 9:45:00 AM

4 Major Benefits Of Programmatic Mobile Advertising

Today, there are almost as many cell-phone subscriptions as there are people on earth and it took a little more than 20 years for that to happen. Mobile phones are an integral part of our lives, and we are spending an increasing amount of timeon them. This makes mobile an ideal platform for advertisers to reach a huge and engaged audience.

What is mobile programmatic advertising?

Programmatic advertising is the automatic buying and selling of media opportunities on digital platforms. The process happens in real-time; meaning that when a user clicks into a website, advertisers instantly have the opportunity to bid against others based on the profile of the consumer. The winning bid will then be allocated advertising space in a matter of milliseconds as the website loads. Read our real-time media buying brochure.

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Jul 30, 2020 9:15:00 AM

8 Ways To Investigate Impression Discrepancies

Despite best efforts, discrepancies in statistics are still quite a big issue for advertisers and publishers or between the advertiser’s statistics and the advertising platform's statistics. Typically, discrepancies of up to 10% can be acceptable; however, at times they can reach 20% and more. There are many different reasons why discrepancies occur. For example, counting methodologies can differ between parties, as each party can potentially count an impression at a slightly different point in the delivery of an ad (i.e. publishers can count impressions at the time the ad request is sent, while advertisers can count an impression when the creative/ad is delivered).

One thing to take into consideration is that before investigating any discrepancies always ask for most granular 3rd party report (e.g. hourly or at least daily). If discrepancies occur very suddenly, always check if anything was changed in campaign setup, (e.g. new creative added, new inventory sources added etc.).

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Jun 29, 2020 12:27:00 PM

5 Deadly Retargeting Mistakes To Avoid

Retargeting is a powerful digital marketing technique that can improve brand recall and revenue. Retargeting drives potential customers back to your website by targeting users who have previously visited your website but didn't make a purchase or take a desired action. While retargeting can be an extremely effective, high-ROI solution, if you make a mistake, it can leave you worse off than you started.

Avoid these fivecommon retargeting mistakes , and you’ll be sure to reap the rewards of a successful retargeting campaign.

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May 22, 2018 9:48:00 AM

The Benefits of Setting Up an Integrated Marketing Dashboard

The sheer volume of data generated by the average business today is astronomical. Every piece of information your company collects tells a story about your customers and your marketplace. This narrative can give your brand the guidance it needs to make confident decisions about the future, and how you want to expand your marketing efforts.

However, making sense of all the data generated by a business isn't always an easy task. The volume is so large that it can often present a serious challenge, regardless of how technologically savvy your organization might be. Fortunately, a marketing dashboard can help you to dive into the information you collect about your sales and advertising efforts, to discover which of your campaigns are the most effective.

Here are just some of the benefits of setting up your own integrated marketing dashboard.

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Apr 17, 2014 11:19:00 AM

Advertising Reporting Platform Gets Updated

ExactDrive’s Self-Serve Advertising Platform now offers real-time advertising and campaign reporting. Defaulted by Eastern Standard Time and updated hourly, the advertising and campaign reporting sections display analytics on advertiser, campaign ad creative levels. Impressions, clicks, and conversion data is provided along with creative attribution and transparent domain level analytics. In short, users are able to easily pull reports at-will for any advertiser and campaign being managed, down to the domain level or performance per creative. Any report pulled is exportable and can be adjusted and branded to the users’ needs.

The NEW Face of Robust Advertising Analytic Reporting

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Dec 19, 2013 6:47:00 AM

Pixalate Cracking Down On Click Fraud, Bot Traffic and Ad Viewability

I recently spoke with Jalal Nasir, CEO of Pixalate, a leading real-time ad analytics platform that helps advertisers and ad networks detect fraud and get performance data to improve their digital marketing campaigns and optimize media spend.

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Oct 2, 2013 10:25:00 AM

Self Serve Advertising Platform Upcoming Features October 1 2013

Self Serve Advertising Platform Recently Released Features

At ExactDrive we are constantly working to improve and enhance our self-serve advertising platform. Online advertising is a complex and constantly changing endeavor that requires a firm hand on the pulse of change, brand safety and the set of next best competitive features. We are excited to roll out yet another round of new features and enhancements. Please have a read and continue providing feedback to us so we know what other features are needed so they can be adding to our November release.

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