Tutorials

Navigating the Complexities of DV360 Reporting

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Digital advertising is becoming increasingly data-driven, with marketers relying on comprehensive reporting to measure the effectiveness of their campaigns. Google’s Display & Video 360 (DV360) platform is a powerful tool for managing programmatic display and video advertising, but its reporting capabilities can be complex. In this article, we’ll explore the complexities of DV360 reporting and … Read more

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.

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!

How-to: Set up campaign in TTD (Solimar Edition)

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Previously, we posted a guide to set up campaign in TTD – the classic edition. As TTD has recently released a new platform experience named Solimar, we have written an updated guide to walk you through on how to set up campaign on The Trade Desk (Solimar edition). Solimar aims to help marketers prepare for a new age of digital advertising around these three areas:

Setting business goals right at the start
Activate first-party data easily
Measure impact of campaigns effectively

This article will not be a “sales pitch” on Solimar; instead, we will show the changes in the user interface and bring through the new campaign setup flow.

Read on to find out what are the differences between Solimar and the legacy edition, as well as the step-by-step guide on creating your first campaign on TTD.