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StackAdapt Integration with TapClicks: Programmatic Native Advertising Analytics

The agency tech stack is complex. The number of apps and platforms marketers use is ever expanding, which means that the amount of data can quickly become unwieldy. And not only do marketers need to have control over their data, they need marketing insights faster than ever.

StackAdapt has partnered with TapClicks to accommodate the needs of modern marketers who often require a wide variety of channels to achieve their goals. This integration will help our customers combine StackAdapt’s proprietary performance data with other user acquisition channels. With this integration, marketers can aggregate Native advertising-specific metrics, including time-on-site and content engagement rate into TapClicks for all of their StackAdapt campaigns.

The integration includes:

  • Post-click metrics which are now readily accessible to StackAdapt users
  • Ability to seamlessly combine StackAdapt analytics with other channel data like social and search

Connections, like those with StackAdapt, mean that reports in TapClicks always stay up to date with the latest data so marketers can send progress reports and insights directly to their clients.

If you are an existing TapClicks client, reach out to your TapClicks representative to have StackAdapt enabled for your team.

Read more about the integration from TapClicks.

4 min read

Mapping Out Your Geotargeting Strategy

Timing and location is key when you are running digital advertising campaigns. If you can reach your ideal audience at the exact time and location that will increase the likelihood of them taking an action then you’ll put your ad dollars to work. Location not only refers to where they are surfing the web, but their real-time physical location. This is where having a defined geotargeting strategy comes into play.

Geotargeting is the practice of delivering content to a consumer – via mobile or web – using the geographic location information of the recipient. You need to determine if, and how geotargeting will help you achieve your overall campaign goals.

Consider a scenario: you are advertising for a rideshare company, with a partnership with a sports team – where would your audience be? If you target the arena where their event is taking place, you are sure to capture potential riders as they browse their smartphones, looking for a way home. This would be considered geo-radius targeting – setting specific location parameters based on Lat/Long coordinates or addresses.

In addition to understanding your goals, ask yourself about your creative message – is the message relevant to your target?  For instance, if the creative messaging is general, it may not make sense to leverage geo-radius targeting, as it can limit your scale and become costlier.

Some Geotargeting Options in Action:

  1. Geographic Targeting: Target based on Country, Province/State, or City/Town level. Consider using the DMA function – originally a tool designed for traditional media, DMAs have easily translated over to the digital landscape. When targeting a city, it’s best to include the DMA to increase overall reach and potential to reach users on borders.
  2. Zip/Postal Code: Within the US and Canada, you can upload a list of zip codes/postal codes to reach users. Consider this option if your creative messaging is centric around specific storefronts – a prime example of this is a pizza chain, advertising a discount within their delivery area.
  3. Geo-Radius: Leverage a list of addresses or Lat/Long coordinates, customizing your radius down to the mile/kilometre to target users in mobile in-app environments.. Consider how large the area is that you are targeting. For example, if you are targeting a metropolitan area that is more spread out, such as Omaha, consider a larger radius than you would if you were targeting New York City. You might even explore this geotargeting option when running a competitive conquesting campaign – Dunkin can target Starbucks locations to acquire new customers.

    According to a report from eMarketer, marketers found that even geofencing in real time “for both retail and QSRs [quick-service restaurants], connecting with the consumer when they’re already in-store accounts for really low engagement rates—much lower effectiveness than connecting with somebody within 2 to 3 miles of that location.”

  4. Geo-Radius Retargeting: Collect users around a specific geo-radius and retarget them with a relevant message at a later time.

StackAdapt’s data is not only able to target the most niche of markets but it also has the capabilities to capture them in specific geos. And in addition to offering the above geotargeting, StackAdapt also offers store lift reporting through partnerships with Cuebiq and PlaceIQ, which can help you further understand traffic per store, daily traffic trends, distance driven and more! Interested?

Reach out to your Account Executive today to learn more. Not a StackAdapt customer? You’ll definitely want to be now – find out about our geotargeting capabilities (and so much more) today.

4 min read

StackAdapt Receives Verified by TAG

StackAdapt (www.stackadapt.com), the #1 Programmatic Native Advertising Platform helping brands accelerate customer engagement and acquisition, today announced that it has been verified by the Trustworthy Accountability Group (TAG) and our TAG-ID status is active in the TAG Registry. TAG (www.tagtoday.net) is an advertising industry initiative to fight criminal activity in the digital advertising supply chain.

What is Verified by TAG and the TAG Registry?

In order to solve the challenges of fraud, malware, piracy and transparency facing digital advertisers today, legitimate companies need a way to identify responsible, trusted players across the entire digital advertising ecosystem – to ensure that they are working with trusted parties at every step of their ventures. The TAG Registry makes that possible, providing a Who’s Who of trusted partners for any company involved in digital advertising, and creating a protected system of supply chain participants and other advertising technology companies that demonstrate their commitment to higher standards of transparency and disclosure to their partners.

Through the TAG verification process, StackAdapt reaffirms to the users of its programmatic ad platform its commitment to quality inventory sourcing and support of content owners and brands.

On receiving the Verified by TAG, Michael Shang, Director of Programmatic Partnerships and BI, said: “As an industry-leading native advertising platform, we have the responsibility to ensure that our publisher partners and marketers operate in a trusted environment. So it’s imperative to take proactive measures, such as working with TAG, to make the industry and the ecosystem as transparent and trustworthy as possible.”

StackAdapt’s state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. Ranking the highest in customer satisfaction and performance by G2 Crowd in the DSP category for the fourth time, StackAdapt is one of the fastest growing companies in Canada and ranks 6th in Deloitte’s Technology Fast 50 ranking, and 23rd in Fast 500 in North America.

About the Trustworthy Accountability Group

The Trustworthy Accountability Group (TAG) is the leading global certification program fighting criminal activity and increasing trust in the digital advertising industry. Created by the industry’s top trade organizations, TAG’s mission is to eliminate fraudulent traffic, combat malware, prevent Internet piracy, and promote greater transparency in digital advertising. TAG advances those initiatives by bringing companies across the digital advertising supply chain together to set the highest standards. TAG is the first and only registered Information Sharing and Analysis Organization (ISAO) for the digital advertising industry. For more information on TAG, please visit tagtoday.net.

4 min read

What Role can Insights Play in your Work?

Industry insiders were asked by Google to reveal the role insights play in their work, and what makes a great insight (or an insight great). A brilliant insight is the basis on which a campaign is built and it doesn’t necessarily have to equate to finding a needle in a haystack. Insights is the business intelligence tool available in StackAdapt.

As part of our Product Launch Series for Summer 2018 we introduced Insights-Analysis – a means of enabling you to slice and dice data to uncover actionable insights for improving campaign performance across numerous dimensions, like geo’s, creatives, devices and more.

Insights-Analysis presents a snapshot of what is working and what requires attention to your campaigns through the various pre-set attribute combinations.

And now we are taking it one step further with Insights-Optimization. Leveraging the campaign snapshot, Insights-Optimization enables you to take immediate action to optimize your campaigns based on a number of pre-set attribute combinations.

No need to jump between pages to optimize your campaigns because you can enable or pause various attributes to improve campaign performance directly from Insights-Analysis. Notice exchanges or domains underperforming – pause them instantly. If you’ve previously paused a domain that wasn’t performing, you can enable it again immediately.

Share detailed insights into how campaigns are driving incremental outcomes for your brand or your clients and take immediate action for continual performance improvements.

Contact your StackAdapt representative to learn more.

Not a StackAdapt customer? You’ll definitely want to be now – see StackAdapt Insights (and so much more) in action.

4 min read

Seeing is Believing: StackAdapt’s Enhanced Native Ad Previewer

Simulate and understand how your ad would look in a live environment – now with more verticals (20+), format examples and devices. Introducing our Enhanced Native Ad Previewer!

Creating powerful ads for your paid marketing campaigns is much easier when you can visualize the final result before it goes live. The Enhanced Native Ad Previewer in StackAdapt is designed to help you envision Native and Video ads, within the context of its format, device and vertical, in English, French or Spanish.

The Enhanced Native Ad Previewer took the already popular and invaluable way to check how your ads appear without accumulating additional impressions or clicks, and enhanced it to bring you even more previews. By selecting a specific vertical for your preview, for example Business, you can see how your ads will look to a user browsing Business Insider vs the Chicago Tribune with the full scrolling experience of that particular publisher on desktop and mobile.

In addition to simulating the ad in a live environment, the Ad Preview screen also provides a URL that you can share publicly within your agency or with your clients.

You can explore this new feature by clicking the Preview your Ad in the Creatives Tab and choosing from the selection of verticals in StackAdapt.

Not a StackAdapt customer? You’ll definitely want to be now – see the Enhanced Native Ad Previewer (and so much more) in action.

4 min read

Customer Acquisition: Why a Low CPL Isn’t The Only Metric That Matters

Having worked in ad tech for several years, I regularly encounter advertisers who use “the big three” digital ad platforms (Google, Facebook and Amazon) as a strict benchmark for how much they’re willing to spend on advertising to generate a new lead, otherwise known as cost-per-lead (CPL).

That said, CPL isn’t everything. As Kelly Goldston, VP of Marketing at Eloquii, eloquently put it “just looking at acquisition costs by channel can be misleading.” The reason is simple: each channel may generate leads at a different cost, but these leads are also pulled in at different stages of the marketing funnel.

 

 

Let’s consider an example: it may cost you $10 to acquire a lead from paid search and $15 to acquire a lead from programmatic display. However, the lead generated from display may be further along in your buyer journey, and thus, of higher value.

Know Your Numbers

So how does one determine which channel is the most effective at driving higher value leads, you ask? It’s all in your customer acquisition costs (CAC). In its simplest form, CAC is a calculation that looks at your acquisition costs (e.g., marketing expenses) divided by the number of customers (not leads) acquired during a specific period of time. To break this down further, if your company spent $100,000 on marketing in a year and acquired 100 customers, your CAC would be $1,000. However, the math isn’t quite this simple.

In his blog post on Customer Acquisition Cost, advertising industry veteran, Neil Patel dives into detail on how to calculate your CAC by marketing channel (i.e., search, social, programmatic). He also explains how to more wisely earmark your media spend so you’re not allocating budget under the wrong pretences by focusing on CPL alone. Patel considers variables such as customer lifetime value (CLV), attribution models, word-of-mouth referrals, as well as meals and entertainment expenses that go into selling, all of which collectively impact your calculation.

The Takeaway

Remember: all leads are not created equal. Is a qualified lead someone looking for more information or someone ready to buy? Some leads require more education and nurturing, whereas others are ready to flip the switch right away. Therefore, even if you acquired a lead at a “cheap” price, you may end up spending more in the long term, driving up your true acquisition costs. This is why it’s important to consider the time, resources and expenses required to move the lead through the buyer’s journey into official customer status. If you start with CAC, you’re already on a better path to effective marketing planning and will have a clearer picture of a lead’s value when it enters your marketing funnel.

4 min read

The Race for Digital Advertising is On

The Midterm Elections are just around the corner – November 6, 2018 to be exact. This handy 2018 Midterm Election Guide provides everything you need to know. And this post will tell you why, as candidate and strategist you need to think outside the (set-top) box to reach key voter groups!

According to eMarketer, as the midterm elections are heating up, ad spending is rising. Political advertising dollars are flowing to publishers at higher rates than had been expected earlier this year, based on statistics from E.W. Scripps – political ad spend will top $112 million in 2018, surpassing not only the previous midterm year but the 2016 presidential election as well, when its political ad spend reached $101 million.

Although the budget forecast is leaning heavily towards traditional channels – broadcast TV being the largest – the battle is also on for digital ad inventory. It will be getting the second-highest share of dollars, based on Borrell Associates media trend tracking, at the tune of $1.8 billion.

 

 

Digital advertising is primed to be a sizeable driver in the Midterm elections. With 435 U.S. House seats and 33 U.S. Senate seats at stake, programmatic advertising can easily dominate the race for the digital ad spend. With the power and targeting offered with programmatic advertising technology, campaigns can reach voters with quality, hyper-targeted ads, that unlike other advertising formats, can be adjusted on-the-fly.

MediaPost, in identifying the trends to watch in the 2018 midterm states that, “as we approach one of the most hotly contested midterm elections in memory, we already know one winner: digital advertising has clearly emerged as the preferred medium for both candidates and voters.”

Political advertisers need the right strategy to reach voters who are increasingly mobile and always immersed in content.

Consider Native

Native ads are advertising formats that are consistent with the form, style and voice of the platform they appear on and are considered less intrusive to the reader.

Native ads are consumed the same way people view editorial content which could attribute to consumers looking at native ads 53% more frequently than display ads and why they tend to register higher lift in purchase intent (18%) and brand affinity (9%) than banner ads. They can also register higher lift in voter intent too.

More importantly, native and mobile are dominant partners. Native advertising is even more likely to be mobile than social; more than 90% of native display ad dollars go to mobile placements, thanks to sites and apps designed specifically to include native ads.

Go Digital and Local

Particularly in midterm elections, localization is key. If your congressional campaign just needs to reach one side of a city or county, geotargeting enables you to zone right in.

Focus the Message

StackAdapt Custom Audience Segments are first-party data sets that target individuals based on the relevant content they’ve recently consumed online, their intent (to purchase or to vote) and their competitor interactions.

To identify users that belong to a segment, StackAdapt uses two main approaches:

  1. Collect users who share similar unique internet browsing patterns – that is users who have recently visited relevant pages that demonstrate a specific interest, such as Republican or Democratic Candidates
  2. Collect users that have recently connected to a specific corporate network such as the University of Georgia, thereby allowing political advertisers to target current college students of a specific campus

These diverse and unique audience pools make targeting your ideal audience fast, easy, and accurate – and gets your message in front of the right set of voters at the right time.

There is a lot of opportunities to reach voters through the various tactics offered only in programmatic advertising, including voter targeting and geotargeting. And it also brings pricing efficiencies and scale that help maximize campaign dollars. And some key elements, such as custom audience segments and programmatic native are only available in StackAdapt.

If you want to learn more about boosting the performance of your political campaigns, reach out to your StackAdapt representative or contact us to get your campaign up and running today!

4 min read

State of Conversions: How to Measure Across DSPs

As digital media continues to dominate the advertising world, digital-savvy clients are questioning which channels work best, and which technology partners they should continue investing with. However, there remains an industry-wide problem of conversion attribution.

According to eMarketer, the digital buyer today is expected to use 4 different DSPs, down significantly from 2016’s estimate of 7, and yet despite the drop of almost half the tech, it is still hard to measure cross-channel conversions.

It’s not that there is a lack of tools – the primary problem is the industry itself; the rise of wall-gardened inventory sources such as Google, Amazon, and Facebook have made it increasingly difficult to help gather results and understand where and which platform drove which conversions, let alone cross-device conversions.

This makes it extremely difficult to point out if, and when users will be able to have a holistic view of their digital buys. But as a savvy digital media buyer, there are a few strategies that may help you to further refine your data and to have a strong understanding of where your conversions are coming from.

1. Leverage an ad-server

By using an ad-server, you can generate both ad tags and 1×1 impression/click trackers and use their pixel as your conversion point’s source of truth. It is strongly recommended that you piggyback your DSP’s pixels into the ad-server’s, as it will enable your DSP(s) to collect the necessary data to feed its algorithm and enable you to optimize towards your CPA goals within the platform.

Most ad-servers do have a reporting tool that will distinguish which conversion belongs to which tag, and, depending on the tool’s level of reporting, can further dissect this information across devices as well.

Keep in mind that some DSPs only support impression trackers (this is common amongst social media partners).

2. Make sure your lookback windows are aligned

Digital media buyers also need to consider how their pixel is set up. Believe it or not, most DSP pixels have set lookback windows when it comes to both post-view and post-click conversions. This can result in a DSP taking credit for another DSP’s conversion, or worse, duplicate the numbers. This is an important consideration when comparing your results and determining the effectiveness of your digital strategy.

Whatever your lookback window may be, be sure that all pixels are set up to the exact same timeframe prior to launch so that you are comparing apples to apples.

3. Use Google Analytics

If you’re not ready to commit to an ad-server, consider using Google Analytics and building UTMs. Once done, set your goals in GA and begin tracking your campaign.

Remember, in addition to creating a UTM parameter for the campaign source, make sure to incorporate parameters for both campaign medium and campaign name to distinguish what strategy drove what result.

Use this great resource tool for building UTMs. Note that Google Analytics will only count post-click conversions if you are running media outside of GDN.

4. Consider a multi-channel DSP

StackAdapt may have started as a native-first DSP, but we incorporated video and display a few years ago. After being ranked the #1 native advertising and the #1 video platform, it makes sense to leverage our omnichannel offering.

And with our Conversion Journey tool, you can understand the touchpoints of your results. The StackAdapt Conversion Journey tool gives you visibility on information such as click to conversion and domain to conversion. Additionally, you are able to pass back other data points, such as order ID and product SKUs.

 

 

Contact your StackAdapt representative to learn more or request a demo to see our Conversion Journey tool and much more in action.

 

8 min read