- Why is there limited visibility of websites we will purchase inventory on?
- Such is the nature of RTB that impressions are purchased based on a number of variables in real time, we don’t know where these opportunities will be in advance and ergo, can’t accurately predict what websites we will serve ads on.
- Will we receive screenshots to act as confirmation that a campaign is online?
- As mentioned in the previous point, we are unable to accurately predict where an impression is going to be served so we have no way of providing live screenshots.
- For what duration should our campaigns with Affiperf run?
- When planning performance campaigns, it’s best to adopt an ‘always-on’ model. The longer and more consistent a campaign is, the more we can learn about campaign performance and optimise effectively.
- With branding campaigns, we are able to run campaigns for shorter periods as the optimization objectives are not the same.
- When can we expect to have a realistic view of the campaign’s performance?
- After an initial period of 15 days, most performance campaigns will have developed to a level where we can accurately forecast performance.
- All optimisation is based on data and this 15 day period assumes around 2,000 conversions. For lower converting campaigns a longer time period is required.
- Why can several strategies be put in place to achieve a single objective?
- It’s important that traders start campaigns with fairly broad targeting, testing the efficacy of multiple strategies to ensure we have the insights to effectively optimise the campaign.
- Can we advertise on Facebook via Affiperf?
- Since the launch of Facebook Exchange, we are able to purchase both Page Post Ads and inline News Feed ads programmatically, either as part of a standard display campaign or exclusively.
- What is contextual targeting?
- PEER 39: A powerful tool integrated into our stack that scans, in real time (-5ms/page), page content and categorises these pages into various themes and subjects. We can then target users in specific environments using Peer39’s taxonomy. It also allows traders to define custom themes if we have available key words related to the campaign. (E.g. keywords associated with a recent positive association with the brand)
- What’s the difference between data and contextual targeting?
- With a data purchase we only target users that belong to a specified segment.
- With contextual targeting, we are targeting websites that fall into specific themes.
- Which formats are accepted?
- IAB standard formats : 300*250; 728*90; 120*600; 160*600; 468*60
- Expandable banners
- Text link
- Facebook formats (Page post and News Feed)
- Home Page Takeover and Skins (Subject to availability)
- Under which formats must the creative elements be delivered?
- CPM/CPM-A = redirects.
- CPC/CPV = redirects or hard coded creatives and tracking elements.
- CPM-Video = redirect VAST or hard coded creatives and tracking elements.
- Why must the advertiser supply Affiperf with at least 4 creative formats?
- Supplying us with more creative formats maximises the amount of inventory available to you, it also allows traders greater flexibility when optimising a campaign, improving your campaign delivery and performance.
- How do we manage the delivery of complex creative assets, for instance where multiple creative are targeted to one campaign or a dynamic creative solution?
- If several targeting criteria are in place, please reach out to us for guidance, there are a number of options available to our advertisers:
- 3rd party adserver creative management; where advertisers set creative rules at an adsverver level.
- Affiperf offers fully featured ad-serving if the client does not have a 3rd party adserver in place
- Dynamic creative adserving with or without a feed to deliver personalised retargeting can be delivered by Affiperf’s proprietary solution.
- Can you avoid serving multiple ads belonging to the same campaign on the same page, at the same time?
- Due to the speed in which an impression is bid for and purchased, unfortunately it can sometimes be the case that multiple ads will be served to a user on a page at the same time. Though this is rare it is a reality of current RTB technology.
- Traders employ frequency capping to mitigate this effect and limit the amount of times an ad will be seen by a user over a set interval.
Can you apply a frequency cap to an entire campaign?
Frequency caps can also be applied at a strategy level, this allows traders to bid more aggressively on remarketing or strategies where scale is an issue.
Frequency caps should be informed by data and should change over the course of a campaign.
How do we setup a campaign with Affiperf?
All Affiperf’s brief elements must be filled in order for the campaign to be configured and setup correctly by traders.
For performance campaigns, a CPA/ROI target is mandatory as it is essential to not only the campaign’s setup, but the on-going measurement and optimisation of the campaign.
Which strategies can Affiperf put in place?
Goal Based Optimisation (Cost per Click, Cost per Acquisition)
What kinds of optimisation are performed on a campaign?
Programmatic optimisation is significantly more complex than more liner models of optimisation deployed in PPC or x due to the number of variables of involved. An Affiperf campaign typically consists of at least 20 different targeting dimensions: (domain, browser, 3rd party data, time of day) and each of these criteria have within them tens to thousands of variables. For instance in a ‘simple’ campaign requiring only CPC optimisation Affiperf’s traders and system will be varying bids across hundreds of thousands of combinations of these targeting criteria.
Affiperf uses a programmatic approach to optimisation; leveraging algorithmic bid automation piloted by expert human traders. Practically this means that your campaign benefits from hundreds of thousands of unique bid strategies. Ata macro level our traders constantly tweak bid modifiers and apply macro learning’s to campaigns. Constant optimisation is performed across the following dimensions:
- Ad Exchange
- Time of Day
- Fold position
- Session Frequency
- Day/Week Part
- Which data providers are you working with?
- We work with all major data providers, including BlueKai, Bizo, Excelate, Neustar, Lotame and VisualDNA
- We have partnered with more than 150 data partners across the world and are able to integrate with new data partners at our advertiser’s request.
- What sort of segmenting criteria can we use when working with audience data?
- Social and demographic: age, sex, HHI
- Intent: automotive, real estate, travel, finance etc
- Offline purchases and activity
- Hobbies and affinities: shopping, travels, technology etc
- How is data purchased and used in a campaign?
- Traders select data segments which are are appropriate and the platform will then target users exclusively from the pool of cookies in that segment.
- Who owns this data and can we use it again once the campaign has finished?
- The 3rd party data we use belongs to the data providers that collect it, we pay for it on a CPM basis.
- Our data partners constantly refresh their data segments with new users. Affiperf’s server to server integrations allow us to access these segments in real time and pay on an impression by impression data only for consumers targeted as part of our advertiser’s campaigns.
- What’s a cookie?
- An internet cookie (also known as a browser cookie or HTTP cookie) is a small file of letters and numbers stored on an internet user‟s computer when most websites are accessed. Cookies allow a website to recognise an internet user‟s web browser (eg Internet Explorer, Firefox) when the user returns to a site.
- Like a notepad, cookies serve as helpful reminders to websites in providing customised content or services. Cookies themselves do not require personal information to be useful and, in most cases, do not personally identify internet users. Cookies are neither spyware nor viruses and cannot access information on a user‟s hard drive.
- What things should be avoided when using data?
- 3rd party audience data can sometimes be expensive, using too many segments concurrently can inflate eCPM and may ultimately affect campaign KPI
- If your targeting is too precise you could be significantly limiting your reach and duplication could start to become an issue as you are hitting the same small pool of people.