Tagged transparency

Let’s Go Native!

 


Owing to the massive growth of advertising on social networks and mobile devices, Native Advertising now accounts for more than half of all digital display spending by US marketers.  eMarketer projects that in 2018 $32.90 billion will be allocated to native digital display ads, up 31.0% over 2017. That means 58.3% of US digital display spending will be for native placements.

Bucksense’s Native Ads

Native Ads go further than traditional media units providing an in-content experience that generates better user engagement.

Bucksense is connected to the major sources of native traffic and our formats integrate seamlessly into the content of apps and sites. We offer a wide variety of Native Ads Layouts to effectively engage your audience (content stream ads, chat list ads, content wall ads, news feed ads, app wall ads).

Besides, the Bucksense console allows you to run Native Video Ads. In case of Native Video Ad campaign, the reports will provide you with additional information concerning the video display (e.g. how many users viewed it completely; how many users paused it; how many users muted it, etc.).

Benefits

Actions speak louder than words! There are several benefits that are strictly connected to Bucksense’s Native Ad Formats:

  • Better customer experience: Bucksense’s Native Ads blend in with the look and feel of its media placement and so are less disruptive and more appealing to users. The right native ad for you is the one which best suits your brand messaging and will catch your user interest in a natural way
  • Transparency: all of Bucksense’s standard fraud and brand safety features have been extended to native ads as well
  • Bulk upload: Bulk Upload feature allows you to upload a zip file of images and/or a spreadsheet of tags and automatically create Creative Assets and corresponding Creatives from each valid file in the zip files or tag in a spreadsheet.
  • Ad Preview: ad preview will show examples of how your ad assets could be displayed for each type of Native format: Main Image Preview (Content stream, Content wall, App wall, News feed and Chat list) and Video preview.
  • Creative attributes: Creative Attributes allow you to add specific targeting details to individual creatives. This flexibility allows you to overwrite the general targeting details set at the campaign/offer level.

Setting up Native Ads with Bucksense is a piece of cake! Thanks to our user-friendly platform, you just need to upload a logo and a main image, then choose a title, a description and a call to action.  

For more information, take a peek at our wikipage.  

Willing to set up a native campaign and blow past your programmatic goals? So sign up today!

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Cristian Carnevale’s Interview on The Daily Net

 


Bucksense makes news!

Our CEO Cristian Carnevale has been recently interviewed by  a prestigious Italian magazine, The Daily Net. The topics touched upon include Responsive ads, Optimization rules, in-ad user interaction, transparency, and Bucksense’s new market frontiers.

Carnevale focuses on recently released Responsive ads, which base on user’s engagement. By getting the user involved, the advertiser is able to collect the most advanced audience insights.

Besides, the Bucksense CEO puts the stress on a new generation of creativity, which lets the user interact with the banner, choose the product, opt-out if he is not interested in that type of ad, etc. This aims to build a relationship of trust between the brand and the client.

Curious to know more about the way Bucksense conceives the programmatic media buying?

Read the all interview in Italian here below   

Intervista Bucksense_DailyNet_11giu18

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Enhancing Trasparency with ads.txt Files

 


As everyone knows, IAB has recently launched ads.txt, a text file whose mission is preventing unauthorized inventory sales. By creating a public record of Authorized Digital Sellers, ads.txt files aim to improve TRANSPARENCY in the digital programmatic supply chain.

When buying media programmatically, brand advertisers rely on the fact that the URLs they purchase were legitimately sold by those publishers. Nevertheless, the buyer still has no chance to know who is responsible for selling those impressions across ad exchanges.

While every impression already includes publisher information from the OpenRTB protocol, there is no record confirming:

  • who owns each Publisher.ID
  • the validity of the information sent in the RTB bid request.

This encourages the counterfeit inventory.

How do ads.txt files work?

Publishers create and upload their own ads.txt files to their website servers, to certify which ad exchange is authorized to sell their inventory. Inside the ads.txt file must be clearly listed all the exchanges that can legitimately sell the inventory of that publisher (website). The info necessary to identify a specific seller/retailer account within a given SSP are inserted in each line of the ads.txt file. Programmatic platforms also integrate with the ads.txt files to confirm which exchange is authorized to sell a specific inventory.

At Bucksense we are committed to providing a transparent safe market that our advertisers look for. We want to create a better advertising experience for everyone. By providing you with this solution, you prevent unauthorized impressions in your programmatic transactions.

What is included in an ads.txt file?

An ads.txt file contains a line for each authorized seller and each line includes up to four fields:

  • FIELD #1   Domain name of the advertising system   This field identifies the advertising system (e.g. SSP, Exchange)
  • FIELD #2  Seller account ID   This field contains the ID associated with the seller account within the advertising system
  • FIELD #3  Type of account/relationship   This field indicates the type of relationship: “Direct” indicates that the publisher directly controls the account /  “Reseller” indicates that the publisher has authorized another entity to control the account
  • FIELD #4  Certification authority ID   This field indicates the TAGID (Trustworthy Accountability Group ID), which identifies the advertising system.

Here is an example of ads.txt file:

google.com, pub-4177862836555934, DIRECT

Ads.txt compliance in US

According to Bucksense’s US based analysis, the majority of domains complies with ads.txt file project:

Besides, the variety of SSP is surprising: we have found 539 unique SSP inside the ads.txt. Looking at the single domains, ads.txt files show an interesting variety of SSP.

In addition to showing a good variety, a lot of top SSP are heavily present :

  • 95% of publishers analysed have Google as partner (87%  of whom are direct).

In spite of the heavy presence, Google is not a monopolist:

  • 93% of domains have other SSPs (e.g. Appnexus and Rubicon).

Once we look at the content of ads.txt files, the compliancy is pretty high:

  • 99.5% of publishers who have Google as SSP support ads.txt.

Bucksense stands for TRANSPARENCY in the digital programmatic supply chain and that is why we strongly encourage all of publishers to implement ads.txt on their domains.

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