{"id":296862,"date":"2018-10-23T04:00:00","date_gmt":"2018-10-23T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/tricks-of-the-trade-holiday-marketing-qa\/"},"modified":"2025-05-19T13:32:48","modified_gmt":"2025-05-19T13:32:48","slug":"tricks-of-the-trade-holiday-marketing-qa","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/tricks-of-the-trade-holiday-marketing-qa\/","title":{"rendered":"Tricks of the trade: Holiday marketing Q&#038;A"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">The holiday shopping season is nearly here and it\u2019s time for savvy marketers to start planning their campaign spend. IAS sees over 500 billion individual data points per day, giving us a unique vantage point on the holiday advertising rush. I<\/span><span style=\"font-weight: 400;\">n our recent webinar, \u201cTricks of the trade: holiday edition\u201d we shared some of those insights and received a number of excellent questions about how to improve campaign performance in time to grab those holiday shopper dollars. <\/span><span style=\"font-weight: 400;\">In this blog post, we\u2019ll answer all of your questions in a little more detail.<\/span><\/span><\/span><\/span><\/span><\/p>\n<p><b>How can IAS help me to manage transactions through a PMP? \u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve added dedicated reporting support from private marketplaces to increase visibility and transparency into PMP transactions. A deal ID macro can be passed to us through the major DSPs that we partner with in order to provide brand safety, viewability, and fraud reporting on PMP inventory. We want to make sure that you\u2019re getting the most value for your dollar on those higher priced placements. <\/span><\/p>\n<p><b>Why didn\u2019t you use global numbers in the webinar and do you have this data for any other regions? <\/b><\/p>\n<p><span style=\"font-weight: 400;\">We regionalized this webinar for the US because holiday schedules and opportunities vary country by country. For instance, Boxing Day is far more significant in the UK than in the US. If you\u2019re interested in receiving the UK version of this report you can email <\/span><span style=\"font-weight: 400;\">tricksofthetrade@integralads.com<\/span><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><b>Can you explain the difference between the numbers presented here and the numbers in the H1 2018 Media Quality Report? <\/b><\/p>\n<p><span style=\"font-weight: 400;\">The MQR is a global report covering a full half year in attempt to provide a broader narrative about the state of digital advertising both worldwide and in local markets. The presented here is more specific, we focused on the US holiday season and isolated campaigns by some of our largest retail partners. As a result, these numbers reflect a more focused view of digital advertising performance for that industry sector during a critical time of year. \u00a0<\/span><\/p>\n<p><b>Do you recommend separating mobile campaigns from desktop campaigns, or is better to run them together? <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Historically, buyers have separated mobile in-app from desktop campaigns because of the lack of measurability or targetting in in-app environments. However, as we and our partners roll out greater measurement and targeting capabilities, we recommend combining desktop and mobile to make sure that you have an apples-to-apples measurement and targeting data regardless of the environment you\u2019re running in. <\/span><\/p>\n<p><b>H<\/b><b>ow are you measuring viewability on mobile in-app if most partners don&#8217;t have the open SDK integration? <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Currently, the data we see is co-mingled. We receive both MRAID and OM SDK signals, though in recent months we\u2019ve seen an increase in partners integrating the SDK. Additionally, while some partners haven\u2019t implemented OM SDK, most of our our largest partners have also integrated IAS\u2019s own proprietary SDK providing a wide range of signals through partners like Inmobi and MoPub. <\/span><\/p>\n<p><b>How is IAS working with partners to increase viewability benchmarks and move the industry closer to 90%? <\/b><\/p>\n<p><span style=\"font-weight: 400;\">At IAS we\u2019re proud to be a part of <\/span><span style=\"font-weight: 400;\">moving the digital ecosystem toward higher standards of viewability through transparency<\/span><span style=\"font-weight: 400;\">. While that transparency does come, in part, from our viewability solutions which have raised the bar by allowing marketers to prioritize high-viewability inventory, it also comes from collaboration. We continue to work with our partners in the ad tech space on integrations that create greater transparency around the unviewable inventory. In addition, we\u2019ve partnered with organizations like the Interactive Advertising Bureau (IAB) on open source projects <\/span><span style=\"font-weight: 400;\">like the Open Measurement SDK<\/span><span style=\"font-weight: 400;\"> which provides a single standard for measuring viewable media in mobile environments. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our recent webinar, \u201cTricks of the trade: holiday edition\u201d we received a lot of great questions about how to improve campaign performance. In this blog post, we\u2019ll attempt to answer them all in a bit more detail.<\/p>\n","protected":false},"author":1,"featured_media":296863,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[222,223,209,211,212,221,227],"tags":[],"class_list":["post-296862","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-fraud-apac","category-brand-safety-suitability-apac","category-channels-apac","category-mobile-in-app-apac","category-programmatic-apac","category-topics-apac","category-viewability-apac"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Tricks of the trade: Holiday marketing Q&amp;A - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/tricks-of-the-trade-holiday-marketing-qa\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tricks of the trade: Holiday marketing Q&amp;A\" \/>\n<meta property=\"og:description\" content=\"In our recent webinar, \u201cTricks of the trade: holiday edition\u201d we received a lot of great questions about how to improve campaign performance. 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