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Eskimi optimisation possibilities

Auto optimisations: 

most common ones: CPC, CTR, VR 

limited due to low number of data: CPA

only possible when pixels are implemented: CPA, SR

not supported: ER, CPE, CPS 

Auto optimisations work based on the indicated KPI (minimum value), minimum impressions per placement to learn and minimum spend per placement to learn. That means that the system will bid on specific placements in order to determine if it meets auto optimisation. If the placement will not meet the KPI, the system won't bid on it anymore. 
It is possible to use default optimisation settings which are determined based on the benchmarks of specific markets. Specific optimisation values can be set as well if the campaign requires strict KPI. 

The stricter the optimisation will be used the more traffic will be filtered out, therefore it can strongly influence the spend of the campaign. 

Manual optimisations

  1. By exchange 
  2. By creative 
  3. By operating system 
  4. By browser 
  5. By operator 
  6. By app/site name 
  7. By package 
  8. By placement 

The manual optimisation allows to analyze the performance based on the listed segments by all performance metrics and optimize by pausing the elements such as creatives, exchanges, sites. 

Audience and conversion pixels

In order to track retargeting (site first party) audience, engaged sessions and conversions it is necessary to implement Eskimi tracking pixels on client's website.

Implemented pixels allows us not only to see the metrics but also optimize on them which is significantly important. With implemented pixels we can see (just a few examples):

  • from which websites or apps the conversions was made and based on that optimize the inventory
  • what is the conversion rate of particular creative which allows us to optimize on creatives 
  • which browsers generates the most sessions which gives us opportunity to optimize on browser. 

Audience and conversion pixels gives us multiple opportunities to optimize on better performance therefore it is strongly recommended to encourage all clients to implement them. 

UTM

By default ESKIMI UTMs includes: 

UTM source - eskimi

UTM medium - cpm

UTM campaign - {campaign_title}

UTM term - {creative_size}

UTM content - eskimidsp_{site_id}

The UTM helps to indicate performance based on specific segment. For example UTM content part {site_id} is crucial if we want to see the performance on client's GA by site and by for example site id. 

It is pretty common case that the client complain about low session rate or high bounce rate, however using landing page without specific UTMs. That means that the client is not able to filter the performance by site id or any other segment, therefore leaving us without any possibility to optimize. 

The most common and effective optimisation when talking about UTMs is based on site ids (domains). If the campaign's landing page has UTM content {site_id}, the client can either share the GA report with performance of each site id or give us access to GA. This way we are able to create whitelists or blacklists and use them in the campaigns. 

IAS, MOAT, DV

The mentioned trackers are most often used for tracking inventory quality, viewability evaluation. By default all these trackers evaluate performance per domain. However, it is possible to have more segments such as campaign id, creative and so on.  

For example our IAS pixel includes: campaign id, site title, site id, creative size. These macroses indicates that we will be able to optimize on those specific segments. 

https://pixel.adsafeprotected.com/jload?anId=931059&advId=Eskimi&campId={campaign_id}&pubId={site_title}&chanId={site_id}&placementId={creative_size}

 

 

 

 

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