IAS: Campaign Tracking & Process Overview

Overview

Integral Ad Science (IAS) is an American technology company that provides solutions for the verification of digital advertising. This article provides an overview on workflow and the roles of both agencies and the Eskimi platform in the provision and implementation of IAS trackers:

Campaign Setup and Optimisation Workflow

Steps	Clarification	Responsibilities
Step 1: Associate Eskimi DSP and Eskimi Media Partner with the IAS account. *This step needs to be completed once for each agency's IAS account. If the account was already associated before, move to step 2.	With Eskimi now integrated into IAS as a DSP, clients can easily request association with their IAS account for streamlined tracking and optimization. By linking Eskimi DSP and Eskimi media partner with the agency's IAS account, all future tags created for Eskimi DSP will automatically include DSP internal macros. This facilitates tracking metrics per custom segments provided by the DSP, enhancing campaign optimization. To initiate the association process, clients can reach out to IAS support using the following request: "Hello, We would like to associate Eskimi DSP (ID: 77) and Eskimi media partner (ID: 9688) with our team/account."	Client / Agency
Step 2: Create IAS Tag Ensure that the selected type of tag aligns with campaign goals and supports the measurement of KPIs. For further details on tags, refer to the provided article*.	Scenario 1: Tags that do NOT require Eskimi AdServing or future wrapping (display monitoring tags, impression 1x1 pixel tracker video) Follow the Tag Manager user Guide to prepare the tags. Scenario 2: Video tag that requires Eskimi AdServing and future wrapping with IAS tags (Wrapped Video) Providemp4 file to Eskimi AdOps at adops@eskimi.com. Eskimi AdOps Team will upload the mp4 file to the Ad Server. Eskimi AdOps Team will provide the VAST URI back to you. Angecny utilize the provided VAST URI to prepare wrapped video tags following the - Tag Manager - User Guide.	Client / Agency
Step 3: Provide information about Brand IAS KPIs and Brand requirements	To ensure that the campaign effectively meets its KPIs, alignment on KPIs and requirements is crucial. Therefore, the agency/client is responsible for providing such details, including brand safety guidelines and campaign IAS KPIs, to the Ad Ops Team in the email thread together with other campaign details.	Client / Agency
Step 4: Provide IAS trackers to Eskimi AdOps	The agency/client is responsible for providing accurate IAS trackers, ensuring their reliability and relevance for campaign KPIs measurement.	Client / Agency
Step 5: Correct implementation of the tag	Eskimi AdOps is responsible for the correct implementation of IAS trackers, maintaining consistency across diverse campaigns	Eskimi DSP AdOps
Step 6: Setup of daily auto-reporting	The agency is responsible for selecting and providing reports that consist of mandatory information for campaign optimisation	Client / Agency
Check reports daily and optimise for IAS KPIs	Eskimi offers the capability to optimise campaigns by client KPIs based on IAS reports. Here's an outline of how the optimisation process works and what is required: The agency receives IAS reports after tags are implemented and the campaign is live for more than 48h. The agency shares the necessary segments in the report with Eskimi. Eskimi proceeds to optimise the campaign based on the provided report segments.	Eskimi DSP AdOps
*Report cases of significant discrepancy between Eskimi and IAS reports		Eskimi DSP AdOps

Discrepancies between IAS and Eskimi Reports

It's important to grasp that Eskimi isn't accountable for addressing discrepancies in IAS reports in certain situations.

Eskimi cannot be held responsible for compensating discrepancies in IAS reports under the following circumstances:

When the agency has chosen type of IAS tag that is irrelevant for campaign goals;
When the agency has provided incorrect tags, and/or when there's a mistake made during creation of the tag;
The agency failed to provide reports necessary for campaign optimisation and meeting required KPIs.
In the event of a data failure from IAS resulting is discrepancies.

Troubleshooting workflow in case of a discrepancy:

Step	Definition	Owner
Checking if tag was implemented correctly	Eskimi AdOps is responsible to check if the tag was implemented correctly and/or if there's tag duplication.	Eskimi DSP AdOps
Contact IAS support	If it's established that there was no mistake in tag implementation by Eskimi AdOps, client is responsible to for further investigation which can be done by contacting IAS support.	Client / Agency

FAQ

Does Eskimi support IAS trackers?

Yes. Eskimi supports monitoring pixel trackers, as well as monitoring creative tags. Eskimi also supports blocking tags that prevent showing the ad visuals in forbidden content.

Do you have the ability to optimise the campaign based on viewability?

Yes. We track viewability metrics in our internal reports, and withing this data campaigns can be optimised accordingly. However, it's also important for us to receive IAS reports to monitor any discrepancies and optimise the viewability of IAS data, as the measurement technologies are slightly different.

Do you have the ability to optimise the campaign based on brand safety?

Yes. To optimise, we'll need a report from IAS based on which optimisation will be done. Because Eskimi isn't measuring Brand Safety KPIs internally.

How can we track viewability with IAS trackers in banner and video campaigns?

Video IAS measurement:

In order to capture Viewability data when running a VAST campaign, each video must be wrapped within an IAS tag. This tag, within IAS, is referred to as Multimedia Tag Monitoring. It's important to note that employing this tracker might result in the exclusion of certain traffic, as only video traffic compatible with VPAID/OMID will qualify for viewability measurement.

Display IAS measurement:
Viewability data can be gathered by implementing the tracker in the form of a Javascript tag.

How Eskimi can optimise IAS KPIs?

We need daily reports from IAS, based on which we will create a black-list/ white-list and apply them to the campaign as optimisation. Here are the instructions about expected segments in the IAS report.