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Importance of Customer Success for Self-Serve Platforms

In the world of self-serve, getting to know a platform and mastering its nuances can become a daunting task. Even for the most well-versed ad-tech professionals, using a complex buying platform can take some getting used to and usually requires some form of training. Learning how to use the platform can be straightforward, but for comprehensive training and strategizing, personalized help from the experts in required. This is why Customer Success Managers (CSMs) for self-serve demand-side platforms (DSPs) are as important as the functionalities in the DSP itself.

Customer Success has emerged as a key service offering of any technology organization, as it allows for a bridge between the internal product, tech teams, and the user. CSMs form relationships to provide client-focused insight, while offering a new point of view through strategic guidance and recommendations. A CSM is an internal advocate for their customers, and also acts as an extension of their team.

We’ve identified 5 reasons why having a CSM is so important for self-serve platforms. Let’s explore:

1. Allow you to gain a competitive advantage

Customer Success Managers have industry insight to help navigate the complexities of digital media. Based on where your organization is today, and where you need to be tomorrow, CSMs consider the entire ecosystem to ensure you move quickly and keep up with trends while reducing risk along the way. They can educate your team on industry buzzwords and topics that could be causing roadblocks in campaign strategy planning. If your team is stuck in the CPL debate – and whether it’s an important metric – CSMs will help you answer that question and settle the bet. Their main goal? To ensure your use of the platform is aligned with your goals and objectives.

2. Help maximize the use of your platform

Beyond giving you insight into what is going on in the industry as a whole, the key role of a CSM is to help you think outside the box with the self-serve platform your team is using. Whether it’s providing a second set of eyes on your campaigns to ensure everything is set up correctly or highlighting valuable features you may be overlooking, the CSM’s goal is to ensure you are using the tool as efficiently as possible. Ensuring maximum use includes in-depth, one-on-one training — beyond help centre articles.

3. Provide insight into unique campaign strategies

Specifically in the programmatic space, using the features in a DSP is an art. In many cases, some features are designed to be used in combination with others. CSMs will suggest specific campaign tips to aid the success of your marketing initiatives, but will also offer insight into how features or tactics can be leveraged in tandem – for example video retargeting or sequential messaging. CSMs also suggest new ways to explore tactics you are leveraging, such as using custom segments with your audience targeting. They are also a great resource for providing A/B testing strategies against campaigns you may be running elsewhere, to ensure you’re not wasting any dollars while you test.

4. Make integrating with vendors a breeze

CSMs are devoted to better understanding your unique environment and technology journey, working collaboratively with your team to provide the best strategic support. This includes working with the platform’s features, as well as its integrations. In the world of programmatic buying, this may include integrations with analytics platforms, 3rd party segments, and direct deals with publishers, or private marketplace deals (PMPs).

5. Take the hassle out of transitioning platforms

Signing up for a self-serve platform is the easiest part of the process. In many cases, marketers are transitioning between products, which can sometimes be more difficult than simply starting from scratch. CSMs know this, and do whatever they can to ensure the transition is seamless. They offer the right resources to support the effective adoption of the new platform in your organization, helping you ramp up faster and with greater ease. Based on how you were using other platforms, CSMs will highlight the similarities and differences to ensure you understand how to switch your strategies and daily tasks to align with a new system.

Can you tell we love CSMs?

Customer Success teams are immensely valuable in the technology space, especially with self-serve platforms. The team’s main goal is to provide personalized, proactive support designed to address business-critical environments, minimize risk, and accelerate adoption. If your technology partner has a Customer Success team, it’s a great idea to reach out and catch up with them to ensure you are not missing out on potential campaign optimizations or integrations.

If your organization is using a platform that does not offer customer success to back your team, it might be time to consider one that does.

StackAdapt has a dedicated Customer Success team for all of its clients. Not a StackAdapt customer? You’ll definitely want to be now – get started today.

5 min read

Are you keeping up with Private Marketplace opportunities?

Did you know that Private Marketplace (PMP) volumes have grown YoY by 15% for desktop, 50% for mobile web and 85% for mobile apps in 2017? This growth, coupled with the ability to deliver precise target at scale, means Private Marketplaces can help you reach and target more of the audiences you value. You’ll also be able to solve many common campaign challenges because PMPs provide you with:

  • Access to higher-tier, premium inventory

  • Greater control over the placement and performance of ads

  • Access to inventory not available on open exchange

Introducing StackAdapt Deals

If you need to optimize your campaign strategy, Private Marketplaces may provide the best results, and now with the introduction of StackAdapt Deals, pre-packaged and custom deals created by the StackAdapt Partnerships team, accessing PMPs is simple.

StackAdapt Deals gives you the ability to choose and execute on a number of pre-packaged Deals across a variety of channels and supply sources. Some of the pre-packaged StackAdapt Deals include:

Our Partnership team has been hard at work consolidating and building these pre-packaged Deals to help you target specific inventory. However, if there is inventory you’re looking for that you can’t find in our pre-packaged Deals, the Partnership team can also help you facilitate custom deals.

Why use StackAdapt Deals?

As always, we’re with you every step of the way. Your StackAdapt representative will work with you to choose publishers that offer inventory most suited for your client, brand or campaign. And detailed reporting allows you to compare the performance of your private deals vs open market buys. This valuable insight will help you target your best audiences and determine where you could use StackAdapt Deals to augment your open market buys for future campaigns.Contact your StackAdapt representative to learn more.

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

4 min read

The Ultimate Holiday Stack

With the holiday season in full swing and the year coming to a close, we started to reflect on 2018 as we look forward to a successful 2019. What better way to recap the year than with our top 12 blog posts?

These posts all contain amazing tips and information on how you can optimize your native campaigns, making this the ultimate holiday, and 2018, stack of posts. Dive in and review anything you may have missed in the busy year so you’re armed and ready for success in 2019!

  1. 10 Digital Marketing Tips for 2018 from StackAdapt’s Campaign Experts

We rounded up tips from our Customer Success Team to help ensure your campaigns hit your KPIs. Our experts give you advice on the ideal number of creatives to use, targeting best practices, tools to best measure in-store foot traffic and so much more! Check out our digital marketing tips to get a jump start on 2019 (and come back in January for more tips for next year!).

  1. From the Founder’s Desk: Vitaly Pecherskiy on The Top 3 Tech Trends in Advertising

StackAdapt’s co-founder and COO, Vitaly Pecherskiy, shares his insight into the top 3 trends he sees in advertising. He also gives insight into what the future of native advertising has in store. Are you keeping up with these trends? Make sure you’re ahead of the game and prepared for the ever-evolving landscape.

  1. Managing your Campaign on the Go? Yes, it’s possible!

2018 was a busy year, and to help you optimize your time, StackAdapt released Mobile Campaign Management. That means that while you’re commuting on the train, waiting in line for your coffee or running in between client meetings, you can check in on your campaigns right on your phone. Learn more about how you can manage your campaigns on the go and make 2019 your most efficient year yet!

  1. 10 Research-Backed Reasons to Use Native Advertising

There can be hesitation when it comes to programmatic advertising and switching digital advertising budgets from display to native, and we understand. Native advertising is one of the more recent ways marketers are attempting to keep up with consumer behaviour. Still not convinced? We’ve compiled 10 research-backed reasons to use native for your next digital campaign. They just might change your mind.

  1. 5 Native Advertising Mistakes that Sabotage Campaigns

How do you know if you’re making common native advertising mistakes that are sabotaging your campaigns? Read about the top mistakes digital marketers are making, from not testing audiences to making assumptions about your customers, and hear our tips on how you can avoid them.

  1. Campaign Planning Anxiety? We Have the Cure!

We know that the lack of proactive campaign planning can cause a lot of anxiety, which is why this year we released the StackAdapt Planner. With this feature, you can get better insights, maximize budget, target more efficiently, and more, to help you reduce stress. Check out our post on the StackAdapt Planner and find out how it helps to cure your campaign planning anxiety.

  1. How to Choose the Right KPI for Your Next Digital Campaign

As a digital marketer, you have hundreds of data points from which you can choose for your campaign’s KPIs. Taking all these data points and choosing the right one or two indicators of a successful programmatic campaign is the challenge. We generated a chart to help you understand how to choose the right KPI for your next digital campaign. This is a post you won’t want to overlook as you start planning for 2019.

  1. State of Conversions: How to Measure Across DSPs

According to research, the digital buyer is expected to use 4 different DSPs, which leads to difficulty gathering results and understanding which platform drove which conversions. So, to help reduce confusion, we’ve provided strategies to help you refine your data and gain a better understanding of where your conversions are coming from.

  1. The StackAdapt Creative Studio: Design Expertise + Technology = Peak Performance

The creative elements of your campaigns have the potential to make or break its performance. That’s why StackAdapt launched Creative Studio, a team of experts who will help you achieve peak performance by creating or improving campaign creatives. Check out some tips on creating high-performing ad creatives and learn how Creative Studio can help your programmatic campaign performance – a great tool for success in 2019.

  1. Performance Marketers Are Increasingly Relying on Intent-Based Targeting

StackAdapt offers Custom Segment; audience segments made up of users who have actively shown intent to purchase, to help you reach interested audiences in a timely manner. This targeting technique is growing in popularity, and we have compiled data and tips on how you can take advantage of intent-based targeting to increase campaign engagement and conversions.

  1. Mapping Out Your Geotargeting Strategy

Timing and location is key when you’re running digital advertising campaigns. Geotargeting, the practice of delivering content to a consumer using the geographic location of the recipient, can help you achieve your overall campaign goals. Learn more about geotargeting and check out our tips on how to best implement geotargeting in your campaigns, and start using this strategy in 2019.

  1. Seeing is Believing: StackAdapt’s Enhanced Native Ad Previewer

Creating the perfect ads for your paid marketing campaigns is much easier when you can visualize how everything will look before it goes live. See how StackAdapt’s Enhanced Native Ad Previewer allows you to see what your native ad will look like in a live environment, without accumulating additional impressions or clicks.

We hope you enjoyed our Ultimate Holiday Stack. There’s plenty more where that came from, and we will continue to provide you with amazing tips, tricks and industry knowledge. Reach out to info@stackadapt.com if there is a specific topic you would like us to cover! Happy holidays!

6 min read

Does your ad spend actually result in new customers?

Historically, native advertising has been viewed as a mid-funnel strategy. This is because when measuring if your ads are driving bottom-funnel activity, marketers have to account for an element of human behaviour, it’s not as simple as looking at click-through rates.

The impact your native ads have on bottom-funnel metrics is a measurement all marketers want, and with an innovative concept known as “incrementality”, you’ll be able to deliver those metrics.

What is incrementality?

Incrementality gives you insight into whether your ads impact signups or purchases by using a test vs. control format to compare results from a group of people who were shown an ad, and a comparable control group that did not see the ad. Incrementality testing will give you insight to how your customers were acquired; either as a result of the ad, or independent of the ad.

Why should I use Creative Incrementality?

Incrementality testing can lead to better decisions by marketers when it comes to their media investments. The results of Creative Incrementality help to identify which tactics were most effective. When you can tie business results to your native ads, you’re able to optimize your budget by allocating ad spend to have the most impact.

With native advertising playing a large role in driving users to blogs and other content experiences, measuring ROI of your campaigns through bottom-funnel metrics is an effective way to validate both your content marketing strategy and native advertising efforts.

How can I get started with Creative Incrementality?

With StackAdapt, you can start incrementality testing in 3 simple steps:

  1. Upload your creatives
  2. Set one as a control
  3. Determine the percentage of the audience you want to serve each ad to

Once your Creative Incrementality campaigns are live, dashboard reports provide the performance metrics for each ad creative!

With all the insights you’ll gain from using Creative Incrementality, you’ll be able to answer the question that all marketers are asking “Does your ad spend actually result in new customers?”.

Contact your StackAdapt representative to learn more.

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

4 min read

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.

5 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