Performance Campaign
Designed to get people to tap on an ad and initiate an install.
Pivot Table
A pivot table is a table of statistics that summarizes the data of a more extensive table
PMP (Private marketplace)
An invite-only ad auction where publishers offer their ad inventory to a selected group of advertisers. A PMP allows for a more tailor-made experience as it facilitates relationships between publishers and participating advertisers and enables them to be more precise regarding their audience relevancy and inventory.
What are private marketplaces (PMP)?
A private marketplace is a platform for buying and selling mobile app inventory that is only available to a select group of pre-approved buyers and sellers. These marketplaces are typically invitation-only and offer a more exclusive and high-quality inventory than open marketplaces. Private marketplaces can offer a variety of benefits to both buyers and sellers, such as increased transparency, improved targeting, and better control over pricing and inventory. Overall, it can be a great way for both parties to connect and engage mutually.
How are private marketplaces different from the open market?
Here are 5 ways a private marketplace is different from the open market:
- Access: Private marketplaces are typically invitation-only, meaning that only pre-approved buyers and sellers can participate. Open markets, on the other hand, are open to anyone.
- Inventory quality: Private marketplaces offer a more exclusive and high-quality inventory compared to open marketplaces, which can have a wide range of inventory available.
- Pricing and Inventory Control: In a private marketplace, both buyers and sellers have more control over pricing and inventory, which can lead to more efficient and profitable transactions. In an open market, prices are set by supply and demand, and inventory is widely available.
- Audience Targeting: Most importantly, private marketplaces can offer more precise targeting capabilities, allowing buyers to reach their desired audience more effectively. Open markets can have a wider range of audiences, which might be less specific and less targeted.
- Transparency: Private marketplaces can offer increased transparency, allowing both buyers and sellers to see more detailed information about the other party and the inventory being sold. Open markets can lack the transparency of private marketplaces.
To summarize, a private marketplace can offer a more exclusive and efficient way to buy and sell mobile app inventory, while open marketplaces can be more widely available and less specific.
The Top 6 Benefits of Advertising on Private Marketplaces
- Quality inventory: Private marketplaces offer a more exclusive and high-quality inventory, which can be more valuable to advertisers.
- Increased transparency: Private marketplaces provide more detailed information about the inventory being sold, allowing advertisers to make more informed decisions about where to place their ads.
- Improved targeting: Private marketplaces often offer more precise targeting capabilities, allowing advertisers to reach their desired audience more effectively.
- Better control over pricing: Advertisers have more control over pricing on a private marketplace, which can lead to more efficient and profitable advertising campaigns.
- Brand safety: Private marketplaces offer a safer environment for brands, as they are only available to a select group of pre-approved buyers and sellers, reducing the risk of fraud and ad placements on inappropriate sites.
- Direct relationship: Private marketplaces allow advertisers to establish direct relationships with publishers, which can be beneficial for both parties.
What are the reasons for the increasing popularity of private marketplaces?
In the mobile app industry, private marketplaces are becoming more an more popular for various reasons. One of the primary reasons is the demand for quality inventory… brands and agencies are becoming more selective about where they place their ads. Private marketplaces offer a more exclusive and high-quality inventory than open marketplaces, which can be more valuable to advertisers.
Another reason is the improved targeting capabilities that private marketplaces offer. With more precise targeting, brands and agencies can reach their desired audience more effectively. Additionally, private marketplaces provide greater transparency which allows brands and agencies to make more informed decisions about where to place their ads.
Brand safety is also becoming a concern for many companies and private marketplaces offer a safer environment as they are only available to a select group of pre-approved buyers and sellers, reducing the risk of fraud and ad placements on inappropriate sites.
Private marketplaces also give brands and agencies better control over pricing, which can lead to more efficient and profitable advertising campaigns. On top of that, private marketplaces allow brands and agencies to establish direct relationships with publishers, which can be beneficial for both parties.
Price Floor
The minimum price a publisher will accept for its inventory. Publishers ignore all bids below that price. This, in effect, turns a second-price auction into a type of the first-price auction.
Programmatic Guaranteed
Programmatic guaranteed is a unique type of advertising deal that fosters direct interactions between publishers (sellers) and advertisers (buyers). In this arrangement, publishers commit to providing a fixed number of impressions, while advertisers commit to a pre-negotiated price for acquiring them.
Understanding Programmatic Guaranteed
Programmatic guaranteed represents a one-on-one deal structure that allows advertisers to purchase ad inventory directly from publishers. This entails the publisher delivering a pre-agreed volume of impressions, and in return, the advertiser pays a predetermined price. Once the deal is settled, the publisher reserves inventory exclusively for the advertiser in question.
The Evolution of Programmatic Guaranteed
Programmatic advertising has been around for decades, but programmatic guaranteed is a relatively recent innovation, emerging in 2015. It came into being as a response to the frustrations of advertisers and publishers with the limitations of traditional programmatic deals, such as real-time bidding and private auctions.
How Programmatic Guaranteed Works
Both advertisers and publishers have the ability to initiate programmatic guaranteed deals. Publishers can utilize platforms like Google Ad Manager to create proposals, which they then send to suitable advertisers. Interested advertisers can review the inventory and assess the proposal before making their final decision.
Conversely, advertisers can analyze various publishers and reach out to them for negotiations on programmatic guaranteed deals. Once the deal is sealed and the publisher agrees to reserve inventory for that particular advertiser, a unique deal ID is assigned, enabling the advertiser to display their ads.
Key Aspects of Programmatic Guaranteed
Programmatic guaranteed leaves no room for ambiguity as every facet of a campaign is set in stone. This includes details like impressions, placement, prices, and dates. To facilitate this process, the advertiser-side agency must synchronize its data management platform (DMP) with the publisher’s DMP, enabling them to thoroughly analyze inventory and audience data for campaign planning.
Top 3 Benefits for Publishers
Amplified Revenue: Publishers can charge premium prices for inventory, avoiding the limitations of open auctions and gaining more control over pricing.
Improved Brand Safety: Direct communication with advertisers allows publishers to closely monitor campaigns and ensure brand alignment.
Enhanced User Engagement: Programmatic guaranteed enables the display of relevant ads, enhancing audience engagement and preserving the user experience.
Top 5 Benefits for Advertisers
Better Control: Enhanced transparency allows advertisers to plan campaigns with precise details on impressions and costs, reducing hidden expenses.
Improved Targeting: Advertisers can assess publishers’ inventory and audience to target their ideal demographic effectively.
Enhanced Security: Direct communication reduces ad fraud risk, increasing the authenticity of impressions and clicks.
Increased Efficiency: Automation streamlines processes, freeing advertisers to focus on creating compelling campaigns.
Better ROI: Precise campaign planning and control lead to improved ad performance and a higher return on ad spending.
Drawbacks of Programmatic Guaranteed
While programmatic guaranteed offers significant advantages, it also presents challenges:
For Publishers: It requires a substantial investment and technical knowledge, making it less accessible for new or small publishers.
For Advertisers: The cost can be higher, and there’s no benchmark to assess price fairness. Advertisers must carefully evaluate publishers for reliability.
Programmatic Guaranteed vs. Private Marketplace (PMP)
Both programmatic guaranteed and private marketplace involve automated advertising but differ in structure. Programmatic guaranteed relies on direct agreements, while PMP is an invitation-only auction with no fixed impression commitments.
Programmatic Guaranteed vs. Preferred Deals
Programmatic direct includes preferred deals, which offer preferential access to premium inventory at a pre-negotiated CPM without fixed commitments. Programmatic guaranteed, in contrast, locks in impressions and CPM.
Choosing Programmatic Guaranteed
Advertisers should weigh the benefits and limitations of programmatic guaranteed carefully, assessing whether it aligns with their specific requirements and budget. It’s particularly suitable for large advertisers seeking precise ad placements.
Key Takeaways
Programmatic guaranteed streamlines ad purchasing with fixed impressions and prices, benefiting both publishers and advertisers. Cautious evaluation of publishers is essential to make the most of these deals.
Programmatic TV
What is Programmatic TV?
Programmatic TV represents a revolutionary way of automating the purchase of ad slots. It’s a data-driven, technology-driven approach to acquiring and delivering ads within television content. This encompasses:
- Digital TV ads on mobile devices
- Video-on-demand streaming platforms (e.g., Netflix, Amazon Prime)
- Connected TV (e.g., Apple TV, Amazon Fire TV)
- Linear TV ads via set-top boxes (e.g., Comcast, Time Warner)
Programmatic TV diverges from the industry norm, where advertisers traditionally rely on show ratings for ad placement. Instead, it employs audience data for highly targeted advertising, reaching specific consumer segments, like iPhone-owning men with a $40,000 income.
For marketers, the focus shifts from where the ad appears (e.g., X Games or The X Factor) to ensuring the ideal audience is engaged.
What is programmatic advertising?
Programmatic advertising refers to the use of software for purchasing digital ads, streamlining a process that traditionally involved requests for quotes, tenders, proposals, and negotiations. Algorithmic software is the driving force behind programmatic ad buying, facilitating the buying and selling of online ad space.
This model bridges the gap between publishers (those with ad inventory) and advertisers (individuals or companies seeking ad space). It revolutionizes TV service scaling, ad buying, and delivery, enabling advertisers to swiftly find their target audience and deliver personalized ads.
Advertisers and marketers can automate in-depth consumer analysis and tailor ad content, creating a more effective advertising model. Meanwhile, publishers and distributors can deliver TV programs aligned with viewer preferences, such as gender and age.
Diverse Programmatic Buying Models
There are four primary programmatic ad buying models, each with distinct approaches and ideal use cases:
Real-time Bidding: Ad spots are open for public bidding in real-time over the internet. The highest bidder secures the spot but pays only slightly more than the second-highest bidder.
Preferred Deals: Advertisers choose ad spots before real-time bidding auctions or private marketplaces, providing a preview of available ad space. A fixed price, known as spot buying, is agreed upon before the spot is claimed.
Private Marketplace: An invitation-only marketplace where publishers offer premium ad spots to select advertisers. This approach is commonly used by high-reach publications and websites, ensuring transparency in ad placement.
Programmatic Guaranteed: Advertisers and publishers negotiate ad spot terms directly, bypassing the bidding process. Advertisers can specify pricing, audience, and ad frequency, offering maximum control but at a higher cost.
Benefits of Programmatic TV
The global programmatic ad spending market is poised to grow significantly, with an estimated increase of about $314 billion during 2022-2026, averaging around 26% per year. This growth is fueled by the distinctive advantages offered by programmatic TV in comparison to traditional media buying:
1. Enhanced Reach: Programmatic TV facilitates connections with local broadcasts, especially in smaller markets, enabling access to a broader audience. Publishers can attract national brands, commanding higher prices for ad inventory.
2. Richer Data: Programmatic TV harnesses diverse data sources, enabling the delivery of more personalized and relevant ads. Multiple data sets, including publicly available social data and set-top box viewership, collaborate to define brand behavior and optimize ad campaign performance.
3. Reduced Errors: Automation eliminates errors that often plague manual, complex processes in media buying. Advertisers and ad spot sellers benefit from streamlined workflows, with automated availability requests, proposals, and orders. This empowers advertisers to reserve ad spots across multiple local stations through a single dashboard while modernizing and streamlining inventory management.
Publisher
The publisher has digital real estate on which to display ads. The publisher auctions real estate in real-time through various business models, and the winning bidder gets the ability to show an ad to the end-user.
Purchase Fraud
Purchase Fraud
Purchase fraud, primarily observed in the mobile application ecosystem, is a multifaceted type of fraud encompassing several deceptive practices. These malpractices range from using stolen credit card details to orchestrating complex schemes that exploit return policy loopholes, and even extending to the generation of entirely fake purchase events. This form of fraud poses significant challenges to businesses as it directly impacts their financial integrity and consumer trust.
What is Purchase Fraud?
Understanding Purchase Fraud in Mobile Marketing
In the context of mobile marketing, purchase fraud mirrors the fraudulent activities prevalent in traditional brick-and-mortar stores and online shopping platforms. However, it uniquely targets the financial transactions that occur within mobile applications. The term specifically refers to unauthorized or manipulative activities related to in-app purchases and events.
This segment of the marketing funnel is particularly vulnerable as fraudsters exploit it to reap unearned rewards. They do so by taking advantage of long-term value (LTV) based promotions or rewards that are designed to incentivize legitimate in-app events. By manipulating these systems, fraudsters can illicitly gain substantial financial benefits, which poses a significant risk to the integrity of mobile marketing strategies and can lead to considerable financial losses for businesses.
3 Types of Purchase Fraud
Purchase fraud can manifest in a variety of sophisticated forms, some of the most common being:
Credit Card Fraud: This involves the unauthorized use of stolen or counterfeit credit card information to make purchases. Fraudsters may acquire these details through various means, including phishing attacks, data breaches, or skimming devices.
Exploitation of Return Policies: Some fraudsters meticulously study a company’s return and refund policies to find loopholes that can be exploited for financial gain. This often involves returning purchased items under false pretenses or manipulating the system to receive refunds for items never purchased.
Falsification of Purchase Events: In a more technologically advanced approach, fraudsters may create false scenarios or use bots to simulate purchase events within apps. These simulated events are designed to trick systems into believing that legitimate transactions have occurred, thereby triggering unwarranted rewards or payouts.
Understanding and addressing these varied forms of purchase fraud is crucial for businesses, especially those operating within the mobile app space, to safeguard their revenue and maintain consumer trust.