D ata processing is incredibly complex. Fake traffic always attempts to exploit loops in the system in order to trespass the standard protections. Often false page view impressions are generated for the unilateral benefit of particular companies or individuals. This means that many agencies and networks use inaccurate data when measuring impressions and realized clicks. The values of these metrics are often synthetically inflated which hurts the advertiser.
Such campaigns lead poor quality visits to the advertiser’s website – users visit the page briefly, view a single page and instantly exit, no conversions are realized. This kind of fraudulent traffic is sometimes generated by unethical ad agencies and networks, which deliberately augment their performance indicators, but most often the networks themselves are innocent victims of malevolent parties which exploit the inaccuracies in their data measurement technology.
Tracking campaign’s performance
A t Intelfeeds we invest a lot of time and effort in serving ads with precision through a wide variety of channels. We have vowed commitment to the very highest standards of reporting accuracy. Our implementation of DoubleVerify along with a few custom scripts guarantee the accountability of all data.
The integration we offer with Google Analytics allows the advertiser to verify the authenticity of the data appearing in the Intelfeeds Client Panel. Certain campaigns can also be synchronized with Google Analytics enabling the advertiser to monitor the online behavior of the users specifically brought by the Intelfeeds DSP.
Measuring banner visibility
Q uality of data measurement not only affects the reliability of the collected information but also the ability of the advertiser to fine-tune ad placements. Active View is a technology, supported by Intelfeeds, which guarantees accurate measurement of viewable impressions. In 2014, around 54% of all digital ad impressions remained invisible to the users, loaded in parts of the browser hidden from display.
These impressions are misleading and can artificially lower the CTR of an ad campaign. Active View detects only impressions in which 50% of the ad’s pixels are visible in the browser window for a time frame of at least one second. Despite the slightly higher cost, we always encourage our clients to work only with viewable impressions to achieve maximum efficiency. Active View also delivers detailed information about video ads and their performance.
POST-CLICK AND POST-VIEW CONVERSIONS
The number of attracted customers is more important than the number of clicks
ntelfeeds does not simply focus on clicks, but measures conversion rates instead. There are two types of conversions:
Post-click conversions: Measuring post-click conversions is one way of quantifying the impact of an ad. It tracks the number of people who have clicked on an ad banner and within a time window of 20 days have decided to visit the advertiser’s website again, this time directly.
Post-view conversions: This type of metric shows the number of people who have seen an ad banner, have not clicked on it, but in the following five days have decided to directly visit the advertised website.
These metrics take into account that some ads do not trigger immediate buying decisions, but can nonetheless influence people to make purchases later. They help us consider the entire path to conversion and offer a glimpse into the full impact of an ad beyond just the click-through data. And they help the advertiser differentiate a campaign with short-term effects from a truly great and memorable one that may trigger many more conversions than actual clicks.
The Intelfeeds DSP gives each advertiser the option to limit the time window in which both types of conversions are being measured, or to ignore this option altogether.