With the holiday season looming upon us, we find ourselves preparing and planning for the busiest period of the year for the advertising industry.
There are various ways to prepare for this period. Alongside big campaigns, and detailed reports, we find that some small tweaks can help our Demand-side partners (DSPs) maximize reach in this crucial time.
Think of it as a “holiday clean up” before the festivities begin. Here are a few steps to take that can help set you up for success for this time with little effort:
> Clean up the adomain parameter in your bid response: with the possibility for publishers to block specific advertiser domains it’s important that this parameter doesn’t include any additional information/characters otherwise the bids will be automatically rejected:
- Use advertiser domains and subdomains (for example fyber.com)
- Do not use bid responses containing domains without a dot (ex: finance) or starting with a dot (ex: .fyber.com)
- Do not use domains containing: www, http(s), /, or any other parameters
- Do not use domains from: Play.google.com and itune.apple.com
- Do not include iOS numeric app bundles
> Use Bundle ID parameter in your bid response: With the new content blocking tool we’ve introduced last month allowing publishers to block specific apps and not just domains, comes a new opportunity to capture those users that were previously out of reach. That’s because publishers have moved from a broader, domain block, to a narrower app-based block.
In order to leverage this opportunity, DSPs should include a Bundle ID in their bid response to clearly identify which app they are advertising for. By doing so DSPs will have access to an extra pool of inventory.
> Ingest bapp flag in the bid request: as mentioned above, the move to a more granular block based on apps allows DSPs to access more inventory. By ingesting the bapp flag sent in Fyber’s bid request, DSPs could respond with relevant bundles and be sure not to miss an impression opportunity.
> Ingest contextual parameters sent in the bid request: Contextual parameters focus on user engagement, app-level, and game mode signals, allowing buyers to understand a user’s propensity to engage, allowing the delivery of relevant and valuable ads in a privacy aware manner. DSPs should use these parameters to help targeting, creative considerations and bid value for non-IDFA/non-GAID users. Here are some examples of the contextual signals we currently have in Fyber Marketplace SDK.
A full list of contextual parameters can be found here
> LAT Traffic VS non LAT Traffic considerations:
- Use the new Advertising ID availability dimension in Dynamic reports to analyze the correlation of the Availability of Advertising ID (IDFA for iOS or AAID for Android) in the ad request to other metrics like avg. bid price, win rate etc.
- In some cases our data shows that advertisers are willing to pay more for Non-LAT traffic (cases where IDFA/AAID are present). In order to stay competitive in this environment, we suggest raising the bid for Non-LAT traffic.