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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

StackAdapt Partnerships: Unlocking New Inventory Opportunities

Savvy marketers know that there are a number of different ways to use their DSP to achieve optimal results. While traditionally, the majority of inventory is facilitated through the open marketplace, sometimes there is a need to be a bit more private and strategic about where you want your ads to run. Deal IDs can unlock inventory reserved for deals or they can be used to target very specific inventory.

StackAdapt clients have always enjoyed access to brand-safe, premium and relevant inventory through the open marketplace and while this tactic will remain as relevant as ever, we are excited to introduce StackAdapt Partnerships – a team to help marketers achieve their goals by enabling supply partnerships across the ecosystem.

According to eMarketer, Private Marketplaces, or PMPs for short, have been rising steadily since 2016, with $9 billion being spent by advertisers this year alone. The spend is predicted to rise to nearly $13 billion, accounting for almost 20% of total programmatic spending.

PMPs can provide an optimal solution to many campaign challenges – allowing access to higher-tier inventory, inventory not available on the open exchange and greater control over the placement and the performance. Whether the goal is to get in front of video-on-demand bingers, snag that above-the-fold placement or ensure an exact audience match with a list of curated publishers – PMPs can help marketers get there.

Designed to deliver precise target at scale, private marketplaces are a hybrid of the access and agility of the open exchange, with the control and safety of dealing directly with publishers. Now the best of both worlds – high-performing open and private marketplaces – is available in StackAdapt. And the StackAdapt Partnerships team will do all of the heavy lifting for you.

At a glance, here is the differences between open and private marketplaces:

Deal IDs

Deal IDs provide added functionality that makes it easier to set up rules for deals.

The StackAdapt Partnerships team will create Deal IDs packaged for tentpole events such as Thanksgiving, the Super Bowl and Valentine’s Day, and vertical-specific Deal IDs for travel, finance, healthcare etc. The team will also facilitate custom deals for StackAdapt customers upon request.

To enhance this offering, StackAdapt is also releasing Deals Inventory in October. Customers will be able to activate pre-packaged exchange deals and request custom bespoke deals within the platform.

To learn more about the StackAdapt Partnerships team, reach out to your representative or contact us.

5 min read

How to Choose the Right KPI for Your Next Digital Campaign

Your Key Performance Indicator (KPI) is your yardstick of success. Yet, many marketers are unclear how to whittle down hundreds of data points into just one or two indicators of a successful programmatic campaign. While there is no set-it-and-forget-it formula, we’ve generated a chart that will help you understand how to choose the right KPI for your next digital campaign.

Possible KPIs Include

  • Impression delivery
  • Click delivery
  • Efficient Metrics (effective CPC, effective CPM,  effective CPE, effective CPA)
  • Time on site
  • Engagements
  • Video completions

Choosing the Right KPI

There may be many different objectives that you are trying to achieve as a business. The best way to figure out your main KPIs is to first decide who your audience is and how you want them to interact with your site.

The best way to figure out your main KPIs is to first decide who your audience is and how you want them to interact with your site.

Once you know your main objective, you can build your funnel. For example, if you are a new business your audience will probably be new users who have never been to your site before. This will dictate your funnel, which will be focused on upper to middle funnel KPIs. You want your customers to grow affinity towards the brand (primary KPI: video completions) and then spend time on your site getting to know you (secondary KPI: Time on Site). With this, you may want to run a native video campaign and build a retargeting campaign off of users who complete the video, serving them a native ad and ultimately, driving time on site.

Align Your KPI to Your Business Goal and Your Chosen Tactics to Your KPI

You should have a maximum of 2 KPIs per campaign, aligned to a singular business goal. Part of deciding on these KPIs and effectively reaching your chosen business goal is to ensure you are using the correct tactics in order to get there:

  • Pre-Roll Video: Completed Views (CPCv)
  • Outstream Video: Clicks to Site (CTR)
  • Native Prospecting: Clicks to Site / Time on Site (CTR, CPE, Time on Site)
  • Native Retargeting: Clicks to Site / Time on Site / Conversions (CTR, CPE, CPA)



4 min read

5 Ways StackAdapt Makes Switching from Display to Native Advertising Easy

There are a number of reasons digital marketers should be moving budget from banner ads to native: increased click through rates, an uptick in engagement and brand lift, and cross-device effectiveness, to name a few.

But even with this (now mainstream) format set to dominate mobile ad spend by 2020, many agencies and brands still struggle to make the switch from traditional display. Understanding the reasons behind this common challenge led us to develop automation tools & processes that make adopting native advertising as simple as possible. Here are 5 ways we make switching from display to native advertising easy.

1. In-House Copywriting: Expert Suggestions

A major difference between generating native advertising and traditional display is the reality of having a headline and description in addition to your image. That’s why we have a team of expert copywriters on hand to help with headlines and description copy. Our team will supply a variety of options for you to choose from or use as inspiration for your own in-house writer.

2. SmartAds: Shutterstock Integration

Knowing which type of imagery to use can be tough. What will customers respond to? We’ve integrated with Shutterstock so you have free access to thousands of images at the click of a button. A/B testing numerous creatives to understand what resonates with your audience has never been easier.

3. Magic Wand: Your Creative Wizard

This is the kind of automation that we pride ourselves on and continue to improve every day.
The Magic Wand tool scans your landing page URL to auto-populate the headline, description, and image fields with relevant content. These copy and image suggestions serve as a creative starting point and can even serve as one of your creative options when split-testing.


4. Page Speed Detector: Optimize User Experience

Another difference between display and native is that the click-through page is a key aspect of native advertising. This is because CTR is 5-8x higher with native than banners, and usually directs to valuable content. Our Page Speed Detector ensures your page loads in an acceptable time frame, providing your audience a smooth experience with your brand.

5. Ad Preview: Ensure Your Ad Meets Expectations

Our Ad Preview tool puts you and/or your client at ease by providing a clear example of what your ad creative will look like out in the wild. Whether this is your first native ad or your thousandth, it allows you to ensure your ad meets expectations.

4 min read

5 Native Advertising Mistakes that Sabotage Campaigns

Native advertising is a relatively new form of digital advertising, and as part of the programmatic landscape, it’s been noted that there are few formal educational programs. Many marketers are learning how to effectively use the technology on the ground and mistakes are bound to be made. In order to make your native advertising efforts as effective as possible, here are five native advertising mistakes that sabotage digital ad campaigns on a daily basis: Continue reading “5 Native Advertising Mistakes that Sabotage Campaigns”

4 min read

3 Elements That Will Make or Break Your Digital Ad Campaign (with Examples)

So, you’ve crafted your content and documented your strategy… Now, how do you ensure a successful campaign set-up? We’ve run thousands of content campaigns, and while we recognize that each one has distinct objectives, we’ve discovered that no matter the industry, there are three elements that significantly impact the success of your digital ad campaign. Make the most of your media dollars by following these best practices. Continue reading “3 Elements That Will Make or Break Your Digital Ad Campaign (with Examples)”

4 min read