It seems like the more it is spoken about, the more people are confused about what it is. I have had more people asking me about the difference between zero, first, second, and third-party data in the past 3 months as compared to the past 3 years. Here goes my take on it – Zero-party […]
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Tercept Blog
Google Topics API and why Contextual targeting will be king again!
Google shelves FLoC, introduces Topics API. This is a major turning point in identity targeting as it marks the end of Google’s attempt to use some sort of diluted user-identification viz. storing user identity on server-side, assigning users to cohorts etc. Topics API is essentially audience segmentation (or what Tacoda called behavioral-targeting in 2006 – […]
US Google Ad Exchange Open Auctions, Display + Video, Desktop + Mobile November 2020 Performance.
As we enter December 2020, we look at the past month to analyze the positives and negatives. The average CPM drop is still around 25% though better than 35% seen a month ago. But the better news is that the spend has increased by 55% as compared to last year. This shows the continued confidence […]
US Open Auctions, Display + Video, Desktop + Mobile Q4 Performance
Q4 is holding its strength and the positive signs of growth we saw at the start of Q4 is continuing. There is an average CPM drop of around 35% as the Q4 progresses, but the advertisers are spending more as festive season grows nearer. The case of low CPM as also showcased via programmatic partners […]
How useful are Data Transfer Reports from Google Ad Manager?
After optimizing our Publisher’s inventory for CTR and Viewability from many variables that are available in Google Ad Manager’s ‘Historical’ report type, we started to think about the possibility of having more variables. We discovered there is more granular, log level data available from Google Ad Manager called Data Transfer Reports. So, these files provide […]
A/B testing experiments on your Header Bidding setups
Importance of header bidding in Advertising: Header Bidding is the most important AdTech enhancement in recent years since RTB. This helped publishers to maximize the the bids they would receive for their most important inventory. With so many modules at our disposal, this is a good time to dive down to different experiments we can […]
Can you optimize your direct campaigns based only on first party data?
Data is making a lot of noise nowadays right from implementing GDPR to Apple disabling IDFA by default on it’s devices. Now Google is also planning to block third party cookies on Chrome browsers. This can affect publishers as a lot of Data Management Platform and retargeting ad agencies rely on 3rd party cookies/data to […]
