General availability of the Pulse Programmatic functionality.
General Availability of the Pulse Programmatic Functionality
With the introduction of the Programmatic functionality, Pulse provides a holistic approach to ad serving allowing you to seamlessly manage, serve, and optimise your ad delivery across direct and programmatic sales channels, all within a single user interface. This offers greater visibility and control of the ad inventory across sales channels, and more insights to maximise demand and yield for every impression.
What is New?
- Create a private marketplace, set transparency levels for your domain, define VPAID support, and block advertiser domains.
- Define fixed price (a deal with a pre-negotiated price) or 2nd price (a deal with a floor price) deals for your inventory, and select the allowed buyers for each deal in the marketplace. Within the deals, you can also set format rules, pricing, and creative duration information, whitelist advertiser domains, and pause or activate the deal.
Read more in Programmatic.
Access Creative Review from the Programmatic menu (), and review all the creatives seen through real-time bidding by playing them in the video player and then approving or rejecting them. This enables you to decide whether a bid containing a specific creative can win the auction or not. All necessary information related to the ad creative is listed below the player (Creative ID, DSP, Seat, Buyer, and Domain).
Read more in Creative Review.
RTB pre-, mid-, and post-rolls are ad format types used to link active marketplaces to a programmatic campaign.
Read more in Upload or assign creative.
Exposing Inventory to Private Auctions
- Programmatic: Create a private marketplace and add deals to it.
- Campaigns: Add a campaign, goal, and RTB ad, then link the active marketplace to the RTB ad.
Pulse Holistic Ad Decisioning
With the introduction of a new delivery goal type, priority unreserved, auction winners can now compete in real-time in the same layer as direct impression campaigns even though they do not have an impression target or end date. For a winning bid to compete in real-time with your directly booked campaign based on price, you need to have the eCPM optimisation enabled for your account.
You can configure both your direct and programmatic campaigns to use any of the available delivery goal types in Pulse, which means the existing Pulse Distribution Engine logic is also applied to programmatic campaigns during the ad decisioning process.
Pulse Holistic Clash Protection
The first time an advertiser domain appears in a private marketplace auction, it is automatically added to the list of uncategorized domains so you can associate it with an advertiser. Assigning an advertiser to a domain allows you to include programmatic buyers (advertisers) when enabling clash protection. This prevents advertisers (direct and programmatic) or brands from clashing with each other during an ad break.
When clash protection is enabled for a client, ads from that client are not shown together with ads from other clients in the same client category, which means if one client's campaign gets picked, the other client's campaign is automatically discarded for further ad selection during the entire content duration or during an ad break, depending on the setting.
Pulse Holistic Forecasting
Now, the Pulse simulation based forecasting engine also includes the programmatic performance by looking at historical win rate and calculating the average settlement price for every programmatic marketplace competing in the forecast, and resolves the selection decision accordingly.
Read more in Planner.
Reporting on Programmatic Activity
- Set alerts to notify you if a metric passes a specific threshold that you define.
- Schedule reports for yourself or others to be delivered by email on a recurring basis; daily, weekly, or monthly.
- Download reports.
- Bookmark reports that you access frequently.
- Explore: provides a time series chart to compare performance across date ranges, set alerts, and view percentage changes, as well as a quick overview of all data and the ability to filter or drill down to any dimension or metric in any combination.
- Facet: provides more granular control of time based comparisons and the ability to slice and dice data by up to five different dimensions in a single report.
- Heat Map: helps you identify correlations between two different dimensions and allows you to toggle clustering to immediately identify the strongest overlaps against your selected metrics.
- Bar Chart: provides a simple way to look at complex data and compare dimension values against your primary metrics.
Read more in Metamarkets.
Execution Rate Analysis
A number of metrics and dimensions are available in the Metamarkets Auctions and Bids views to help you understand what happens from the moment an auction is triggered and a buyer bids to the moment the winning bid actually does or does not result in an impression, allowing you also to identify and remedy possible issues. These metrics and dimensions are specifically intended for analysing programmatic deals.
Read more in Execution rate analysis.
Integrated Demand Side Platforms (DSPs)
- Delta Projects
- DoubleClick Bid Manager (DBM)
- The Trade Desk, available through Bidswitch
- Adform, available through Bidswitch
- MediaMath, available through Bidswitch
- DataXu, available through Bidswitch
IAB Ads.txt Compliance
Ads.txt stands for Authorized Digital Sellers and refers to the IAB initiative aimed at restricting fraudulent activity and increasing transparency in the programmatic ecosystem. This allows you to create a text file, named ads.txt, in which you publicly declare which companies (advertising systems and resellers) are authorized to sell your digital inventory programmatically, and under which terms. You then host the ads.txt file on your root domain and any subdomain containing ad inventory to be sold programmatically, this way proving that the website authored the file.
Read more in Ads.txt - Authorized Digital Sellers.
The existing Pulse glossary has been updated to include a programmatic section, covering the most important industry terms, most of which are used in Pulse as well.
Read more in ../../ad_serving/ug/glossary_pulse.html.