Learning Hub

Unboxed: 1st Party Data

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1st party data

With ever-changing restrictions around data usage in a cookieless, privacy-focused world, one pertinent topic always pops up: 1st-party data. The general consensus is that with industry changes around privacy management, brands should leverage on their own, trusted user base to build their data strategy.

Collecting first-party data is nothing revolutionary. Here, we outline detailed steps that your brand can take to maximise its potential.

1) Data Collection
2) Segmentation
3) Activation

Read on to learn how to employ first party data into your marketing strategy.

How-to: Set up campaign on LinkedIn

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LinkedIn is the largest professional social network available in the world. The site boasts about 224 million users in APAC alone, and of the 25 supported languages, 10 of which are Asian. 

For the most up-to-date user statistics on LinkedIn, you can refer to their publicly available page here. If you like other relevant statistics on LinkedIn, you can head over here for more. It covers all sorts of metrics and even provides the source link to some of them for your reference, such as:

LinkedIn Financials and Info
LinkedIn Demographics Statistics
LinkedIn Content Marketing Statistics and Info
LinkedIn Usage Statistics

With such a valuable set of audiences, LinkedIn allows marketers to reach out to these audiences through their LinkedIn Campaign Manager platform. Unlike the DSPs we have covered, which typically require a contractual agreement and/or minimum commitment to get started, this platform is free to access for anyone with a valid company account on LinkedIn.

In this article, we will walk you through how to set up a campaign on LinkedIn Campaign Manager and reach these audiences.

How to: PMP Setup on TTD

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Today, we will be covering how one can set up a PMP deal on the TTD platform. For those unfamiliar with what a PMP is, check out our other post – Unboxed: Programmatic Inventory Types.

To start, we’ll require these few information:
Deal ID
SSP/Exchange
Floor or Fixed Price with Start and End date (if any)

We’ll go through the difference between first-party contracts and third-party contracts, as well as the entire PMP setup workflow.

Summing it up: How to Use SUMIFs and Pivot Tables for Data Analysis

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In Microsoft Excel and Google Sheets, there are two main ways of summarising data: SUMIFs and pivot tables. SUMIFs allow you to summarise data based on a condition, while pivot tables allow you to summarise data by row and column. In this article, we will look at how to use SUMIFs and pivot tables to organise and analyse campaign data.

When it comes to working with data, there are two main ways to summarise it: SUMIFs and pivot tables. Both have their pros and cons, but which is the best tool for the job?

Unboxed: YouTube Outstream Ads

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Outstream video ads refer to video ad placements that exist and appear outside of online video content that a user is watching. This would include placements such as video ads that play in-between articles that users are reading.

The goal of this format is to increase brand awareness of your videos, giving you reach outside of the YouTube environment. These placements are mobile-only ads that appear on partner sites and apps outside of YouTube, playing in either an app or within content on the page. This is particularly useful for marketers in Asia, where strong mobile usage ensures that we can still reach our desired target audiences.

Outcome Based Buying on DV360

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Introducing Outcome based buying, where we can move away from the standard buying model, to one that focuses on performance metrics. Before that, let’s walkthrough the traditional CPM buying model that we’re all used to. CPM has been the only transaction mode for Programmatic for the longest time. That is because OpenRTB – the technology that powers most Programmatic campaigns – only supports CPM.

So, for any platform or vendor to provide an alternative transaction mode such as CPC/CPV or outcome based buying as it’s termed, they must take on the risk of buying in CPM, optimizing to a desired outcome, and selling it at the committed rate. 

Traditionally, in order to buy media based on performance: there are 2 categories within the outcome based buying model:
1. Transparent self-service end-to-end campaign management
2. Non-transparent managed service

With DV360 entering the Outcome Based Buying market, it is huge news as it signals the maturity of Programmatic buying. At the same time, it forms a 3rd category of a transparent self-service platform that doesn’t control the end-to-end process of buying & selling ads.

Read on to learn more about DV360’s outcome based buying.

Unboxed: What’s in a Bid Request?

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Everyone knows both ends of the chain in programmatic advertising: a publisher sells ad space and an advertiser has a creative that they would like to show to relevant users. What exactly happens in between?

Right there, where the buyers and sellers finally connect, is what is commonly known as a “bid request” The bid request comes in at the point of the RTB auction, which happens between the DSP and SSP (right in the middle of the RTB supply chain). The RTB supply chain, in programmatic advertising, is typically used to refer to an open system where the buy side and sell side are independent entities (in contrast with walled gardens and ad networks that combine both sides).

Read on to learn more!

Brand Safety vs Brand Suitability

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A quick search on Google outlines the many impacts COVID has on our lifestyle, health and wellbeing. This social and economic disruption has also greatly affected most industries, and needless to say it has also largely impacted the advertising industry. Amidst this chaos and disruption, brands have come to realise the need to understand how to run advertising campaigns that protect their image in keeping with the existential climate.

We see that the pandemic has catalysed a shift from simply being Brand Safe- which used to refer to spam, malware and inappropriate content to adopting the concept of Brand Suitability – a solution that allows for customised targeting parameters.

This solution can either help a brand to avoid content that is specifically inappropriate for its unique sensitivity and values but may be appropriate for another brand. 

Continue reading on to find out how brand suitability can combat current issues.

Unboxed: YouTube Advertising (Video Discovery Ads)

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YouTube Video Discovery ads - ProgrammaticSoup

YouTube is a great place to reach users but can we use it to find potentially relevant audiences outside of their video watching experience? Cue: Video Discovery Ads, also known as in-feed video ads. As part of our Unboxed: YouTube Advertising series, we will be introducing this format, and it is best used for.

Video Discovery Ads allow us to promote content in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.

Read on to find out more!