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StackAdapt Hosts the First StackDay of 2019

On January 17th, we hosted our first ever StackDay event! It was a huge success and generated a great conversation around programmatic, with some of the best thought leaders in the industry.

One of the major highlights of StackDay was an afternoon panel and networking session. StackAdapt COO and Co-Founder Vitaly Pecherskiy hosted 2 panels: a programmatic panel and a brand panel. The speakers came from diverse backgrounds and brought thought provoking perspectives from all corners of the ad tech industry.

We were so compelled by the discussion that we just had to share our key takeaways.

3 Key Takeaways from the Programmatic Panel:

The programmatic panel provided insight on how agencies can navigate the evolving landscape of programmatic buying. Our speakers were (from left to right): Chris Quinn, Head of Display Advertising at Kijiji, Cameron Hourd, Head of Industry at Google, and Tracy Ball, Director of Programmatic & Ad Operations at Innocean Canada.

1. Know when to suppress your audience

Retargeting is a critical tactic for re-engaging visitors familiar with your product or brand. However, saturation in advertising can occur and it’s important to know when to stop targeting a user. This is especially important for customers who have already purchased a product. If they have completed a conversion, perhaps give them a break from the ads. You can retarget these users at a later time, or perhaps with a different product, but it’s better not to bombard them with ads when they have already willingly given you their business.

2. Publishers need to find a balance

There is a need for publishers to strike a balance between having a good user experience for their site visitors, while also providing their advertisers with valuable inventory. It cannot be a one-sided play. Publishers need to ensure that the ad space being offered is not too invasive to the user experience, but is of good enough quality that advertisers will actually be willing to buy the impressions.

3. Viewability is key for upper funnel efforts

Branding and awareness campaigns are incredibly important for upper funnel initiatives. Since the main objectives are getting eyeballs on the ads, brand recognition and attention to product, media buyers want to ensure the impressions are being seen. As such, viewability needs to be top of mind. The only way you will get a new user to notice your product or ad is to ensure the ad is actually viewable.

3 Key Takeaways from the Brand Panel:

The brand panel consisted of leaders who shared how their departments were run and how their relationships with agencies are ever evolving. Our speakers were (from left to right): Lauren Wong, VP of Sales & Marketing at HelloFresh Canada, Amy Martin, Head of Acquisition at Shopify, and Claûde Beaupré, Marketing Manager at RBC Ventures.

1. Know your prospect and be bold

When you are prospecting a brand, it makes a much stronger impression if you do your research and know who you are dealing with. Who are their target markets? What does their product and brand look like? How does the organization or business operate? These tidbits of information will really help make a connection when trying to win business. So be bold, do not be afraid to show up and confidently demonstrate why you know the partnership is a fit, based on the knowledge you have in your arsenal.

2. Become a specialist

As agencies become increasingly generalized, there emerges an opportunity to double down on specific verticals, technologies, and channels. A large brand is comfortable working with a number of agencies, as long as they are receiving best-in-class services for each initiative. This includes experiential activations, exceptional marketing attribution, or operation of new technologies. You need to find a way to differentiate yourself from the other agencies in the mix, so that brands are not only willing to work with you, but will lean on you for your subject matter expertise.

3. Ask the right questions

As an agency, you have won the business and the brand has chosen to leverage you entirely for their media campaigns – great! Make sure the partnership is fluid and ask your client the right questions. This will ensure you are servicing their needs with the exact solution for success. For example, if a client is pushing for a deadline, speed could be more important than quality for that specific project. Ask them and clarify. If timing is of the essence, then help them get it done on time – even if it’s not your best work. Showing the brand that you can serve their needs will give them the confidence to leverage your agency for larger, more strategic projects where timing is more relaxed. Find out what the priorities are for each request and ensure that the creatives  and tactics are aligned and will perform.

It was an valuable and insightful afternoon! We learned a lot about the programmatic industry and the different needs and ideas publishers, agencies and brands have. Interested to know what our attendees thought? Read about Penna Powers’ experience on their blog. You can also see more photos from the event on our Facebook Page. Stay tuned for upcoming StackDay events!

4 min read

StackAdapt Achieves Lower Fraud Rate than TAG’s Fraud Benchmark Study 2 Years in a Row.

StackAdapt has always recognized the importance of brand safety and fraud detection. We pride ourselves on our strong anti-fraud standpoint and take quality control very seriously. With partners such as Forensiq by Impact, StackAdapt provides quality assurance at all stages of campaign execution.

We are proud to announce that this strong emphasis on ad-fraud detection has resulted in StackAdapt achieving a lower overall fraud rate, beating both industry and TAG certified benchmarks two years in a row.

The Study

Annually, the Trustworthy Accountability Group (TAG) reports on quantitative and qualitative research that measures the rates of invalid traffic in TAG Certified Channels, in comparison to the industry average.

The 2018 Study measured general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT) over 75 billion impressions of display and video inventory on Desktop, Mobile and In App devices. GIVT and SIVT are different flavours with different dangers. According to IAS insider, GIVT is like the white noise of fraud because it’s always on in the background. On the other hand, SIVT is like a cat and mouse game where fraudsters try to develop new forms of fraud that blend with legitimate inventory without being detected.

The Results

The industry average for overall fraud rate is 10.43%, while the average for TAG Certified Channels is 1.68%. StackAdapt surpassed both benchmarks with a lower overall fraud rate, for the second consecutive year.

StackAdapt’s traffic is 91% cleaner than the industry average and 41% cleaner than other TAG Certified Channels, which is one of the reasons StackAdapt received verified by TAG earlier this year.

We are so proud to provide this level of sophisticated fraud detection, and are continuously improving our fraud prevention tactics to ensure that our publisher partners and marketers operate in a trusted environment.

Contact your StackAdapt representative to learn more.

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

4 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

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

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

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

Campaign Planning Anxiety? We Have the Cure!

“Plan your work and work your plan”, a quote of unknown origin but slight variations of it have been used by Vince Lombardi, Margaret Thatcher and many others.

So now you’re thinking…. great quote but I can only effectively plan my work if I have access to the right tools – I am already an expert at working my plan when I have one.

At StackAdapt we understand that the ability to proactively plan your campaign will help to:

  • Avoid jumping right into execution without insights into where your best successes are
  • Reduce the anxiety and stress of decision making
  • Eliminate dealing with last-minute fire drills

Which is why we are excited to announce our latest feature, the StackAdapt Planner.

The StackAdapt Planner gives you the power to identify high-value advertising opportunities before a single dollar of your budget is spent.

To best counteract any campaign planning anxiety and inform your ad strategy, use the Planner to surface the potential target reach and performance benchmarks from within StackAdapt across Devices, Categories, Channel Types and Geographies.

The Planner will show the inventory availability based on total impressions, as well as benchmarks for performance metrics like eCPM, eCPC, eCPE, CTR and Completion Rate %.

This has the potential to take your conversations with clients to a whole new level!

Contact your StackAdapt representative to learn more.

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

3 min read