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Geo-Contextual Segments: Low Delivery

C
Written by Cindy Hwang

Situations

“My Geo-contextual segment is not delivering as expected.”

“My Geo-contextual segment is working and I am targeting locations where I can expect a high number of MAU (Monthly Active Users), but the delivery is very low.”

If there is delivery on the segment, there is usually no issue in terms of data transferring, but rather on the campaign settings that might be conflicting and blocking the delivery.

If you are using an Audience in Motion dataset, segments are updated every hour targeting the right places where to reach the selected audience at a specific time. We recommend to contact your Adsquare Account Manager for further details.

Recommendations

Please find below some best practices to follow through the campaign set-up on the DSP:

Device Targeting Type

Smartphones & Tablets should be selected for the In-App traffic.

Ad Environment

Only In-App targeting should be selected.

The Mobile Advertising ID (IDFA/ GAID) is necessary for the bid-request.

Day-Part Filter

There is no need to add Day-Part filter to the DSP if it was already applied via AMP. Double filtering can lead to a potential reach reduction.

Tip: to reach households while using Place Visits → adjust the store opening hours during evenings and early mornings.

Geographical Filter

No geographical filter should be selected.

Adding additional geographical filters may reduce the reach through double filtering.

Frequency & Pacing

  • Low impressions frequency cap can drastically reduce the number of bid opportunities;

  • A lifetime frequency cap might deplete the audience pool over time.

Creatives

  • It is important to have a variety of mobile-friendly ad sizes that can be served across a wide range of apps;

  • The majority of the inventory is spread among the following sizes: 300x250, 320x50, 728x90 and 300x50.

Brand Safety

Check if the Brand Safety is compatible with In-App inventory.

Several Brand Safety categories are not enabled for In-App inventory and may block delivery.

Data Targeting

The recommendation is to use Adsquare as sole data provider for a specific segment. If you use another data provider for the same segment, the chances of incompatibility increase and it may also reduce the potential reach & delivery.

If the information above does not help to resolve your problem, please answer the following questions when raising a request:

  • When was the campaign activated?

  • Is the campaign targeting In-App?

  • Is the campaign running in OMP (Open Marketplace) or PMP (Private Marketplace)?

  • Is there any whitelist or blacklist applied?

  • Does the whitelist include In-App inventory and excludes web inventory?

  • Are the following settings selected to the campaign?

    • Brand Safety (e.g. IAS)

    • Viewability

    • Geographical Filter

  • Does the campaign runs enough mobile friendly creatives?

  • Is there an overlay between Adsquare data and any other data?

  • Is there a combination of Id-precise and Geo-contextual targeting?

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