Overview
You can target preferred deals and private auctions to viewable impressions. Predicted views targeting in deals is part of Equativ’s Data Marketplace offer which also includes Audience targeting and Semantic contextual targeting.
Note that if you do not see this option in the UI, and you would like to have it, please contact your account manager.
Setting predicted views targeting
To set predicted views targeting in deals:
- create a preferred deal or private auction as explained here; Note: Predicted views targeting is not available in guaranteed deals;
- under Targeting > Predicted views, select a viewability percentage; for instance “70%” means that 70% of the impressions delivered by the deal must be viewable; for more on the underlying algorithm see chapter Algorithm below
- in the Templates field, target your deal to at least one creative template that supports viewability (read more about viewability support of creative templates here)
Setting a high viewability rate (e. g. 80%) means that many impressions need to be served in order to reach the targeted Predicted views rate. This can lead to conflicts with the volumes needed by other direct campaigns running in parallel to the deal. In the competition, direct campaigns that are delivering less than they should will have priority over the preferred deal/private auction; this can lead to poor delivery of the deal or - in the worst case - no delivery at all.
Predicted views targeting is not compatible with
Video completion targeting as both rely on distinct prediction algorithms. Combining these options would apply both criteria simultaneously, resulting in overlapping targets with unintended outcomes.
Algorithm
Equativ’s in-house deep learning algorithm predicts the viewability rate in real time for each ad call. To determine the current viewability rate, the algorithm looks at the previous 24 hours and allocates the appropriate impressions to the deal to ensure a balanced and scalable delivery of viewable impressions:
- if the current viewability rate is less than the targeted Predicted views, the algorithm assigns more viewable impressions to the deal to achieve the target.
- if the current viewability rate is more than the targeted Predicted views, the algorithm allocates more impressions to websites with a poor viewability rate in order to maximize the reach of the deal.
