next generation of audience measurement
Post on 15-Feb-2022
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Cambridge Analytica Data Scandal
M A R C H 2 0 1 8
Implementation of GDPR
M A Y 2 0 1 8
Introducing Integrated Reporting The Next Generation of Audience Measurement
A U G U S T 2 0 1 9
43%
22%
12%
Duplicated Reach Incremental
Reach
Determine net
people reach,
incremental reach
and duplication to
increase cost
efficiency
Orchestration for
cost efficiencyCost per Reach
0.028 USD
Cost per Reach
0.009 USD
Cost per Reach
0.021 USD
Cost per
Unique Reach
0.36 USD
Cost per
Unique Reach
0.33 USD
Cost per
Unique Reach
0.25 USD
Facebook Youtube Local Publishers
Reach
43%
Reach
22%
Reach
12%
Our quality philosophy is based on
doing it right from the beginning.
Our benchmarking shows we have
some of the best scores for quality in
the world.
Quality means the world to us
Audience tracking
To track the ad, a 1x1 tracking pixel is inserted
in the creative for each placement, according
to the media plan.
Via the ad tracking technology, Decision
Lab’s Audience Panel is automatically divided
into two groups.
For Local Ad Network and GDN, pixel
tracking are still possible. The process
remains the same.
For Facebook and YouTube, since pixel
tracking is no longer available. The
system will send a request to grant
access to the first party data.
Introducing integrated reporting
Provide Decision Lab with
your ad account ID
Decision Lab requests
permission to access your ad
account for connection
setup
Data Import Setup
Approve Decision Lab
request to finalize the basic
preparation for data import
Only applied for Facebook, YouTube DV360 and Google Ads.
Since we are pulling first-party data of
YouTube and Facebook, there is a need
to align the audiences to make it
comparable.
In this process, Decision Lab uploads
our audience panel into both
platforms. Then we match this data
with YouTube and Facebook reports to
identify the hit rate of each platform
for the target audiences.
Unified digital universe
Audience Panelist Age
Reported Age by Platforms
TotalAGE 13 - 17 AGE 18 - 24 AGE 25 - 34 AGE 35 - 44 AGE 45 - 54 AGE 55 - 64 AGE 65+
AGE 13 - 17 66.6% 25.1% 3.7% 1.0% 3.2% 0.3% 0.1% 100%
AGE 18 - 24 2.1% 93.5% 3.2% 0.3% 0.7% 0.1% 0.1% 100%
AGE 25 - 34 0.0% 1.8% 95.9% 1.8% 0.1% 0.0% 0.3% 100%
AGE 35 - 44 0.0% 0.3% 1.5% 95.7% 2.3% 0.1% 0.1% 100%
AGE 45 - 54 0.2% 0.3% 0.1% 2.9% 93.7% 2.3% 0.6% 100%
AGE 55 - 64 0.1% 0.5% 0.3% 0.3% 3.6% 93.2% 2.0% 100%
AGE 65+ 0.2% 0.3% 0.3% 0.2% 0.5% 4.4% 94.1% 100%
Correction Metric
(*) For reference only
Verified reach by standard age and gender groups.
FEATURES INPUT LAYER HIDDEN LAYERS OUTPUT LAYER
INTEGRATED
DATA
Neural NetworkFactors that the system takes into consideration.
Digital Media
Consumption Study
Timing of
Campaign
Size of Campaign
Distribution of Age
Group
Frequency
Online Population
Size
Reachable Number
…
Decision Lab conducts a bi-yearly
survey of Vietnam media habit
consumption. Decision Lab will be able
to know the likelihood of a person
getting exposed on a media platform.
The result of this study will be used to
deduplicate the reach of the individual
platforms.
Digital Media Consumption
INTEGRATED REPORT
Test Campaign
Overview Profile Reach Affinity
Overview
50% / 345.555 people in target group
reachedThere are 691.110 persons in your target group
We’ve logged 2.295.000 impressions distributed on 5 publishers
834.000 of the impressions were in the target group
The average frequency in the target group is 4.1
There has been delivered a total of 65 TRPs
Total 1.520.010
In-target group 985.020
In-target group + 400.000
FILTER EXPORT
ASKE OSTERGAARD/ DECISION LAB
Get started with us today!
Contact one of our consultants for more details.
STA RT IN G FROM 2 , 000 USD
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