This list includes some of the most common questions about Verification and Reporting.
If you are serving with Sizmek, Verification is built in and no additional tag is necessary; you need to select a check box on the account, advertiser, or campaign level. If you would like to track Verification on placements for which Sizmek is not the ad server, you must ad an additional tag.
The platform updates data every 24 hours; however, since all of the data may not be complete, the last available date from which you can view a full day's worth of data in the Verification dashboard is two days back. Note that data for the Verification dashboard is stored for 180 days; data for the Excel report is stored for 18 months.
Verification can be enabled on a campaign, account, or advertiser level.
In the data table, you can see metrics organized by site. For example site AA had 202,386 video impressions, 95.92% of which actually started the video. Yet we also see that 60,825 of these impressions were AutoPlay. This might lead us to believe that 30% of all impressions were AutoPlay (60,825 / 202,386). But wait! We also see that the Video STR is 82.41%. So before we draw conclusions about how video attribute data is representative of the whole campaign, we have to remember that the numbers we have are only based on 82.41% of the total. In this case, that is 166,786 impressions. Therefore, impressions with AutoPlay weren't actually 30% of the total. They were more like 36%! (60,825 / 166,786). The lower the STR, the stronger an impact this will have.
The Peer39 algorithm can assign multiple negative categories to the same page.
For example, a page contains a story about a car crash during an earthquake. The negative categories in this page include Accidents (car crash) and Disasters (earthquake). If an impression appears on this page, the algorithm increases two counters for this impression - one for Accidents and one for Disasters.
Unsafe Impressions is a metric that eliminates overlap when counting multiple negative categories for the same impression. This metric considers all negative categories (except ghost sites). For the page in this example, the Unsafe Impressions count is one.
Yes. Site and Domain level data are available through the user interface or by using an Excel export.
There are several factors that impact whether the Sizmek engine and the Peer39 algorithm can provide meaningful verification data.
Providing meaningful Verification (STR) requires that the ad server be able to “see through” to the page’s URL. But, the use of cross-domain, nested iFrames can prevent 3rd party ad servers from extracting URL information, resulting in no classification.
STR may be affected by the page's structure. Some page URLs do not have enough information or content for Peer39 to fully classify the page (for example, limited or no text or error pages), which may result in no classification and will not be calculated towards STR.
URLs with very few impressions will neither be processed nor classified.
The Peer39 algorithm uses proprietary methods to help increase STR for cases in which the STR rate is very low. You can contact Sizmek Support to investigate your case.
Other reasons for low STR might include:
very old browsers
browsers that do not support the technology of the ad (such as Flash ads to mobile devices or HTML5 ads to legacy mobile phones)
users who exited the page before the ad fully loaded
In general these should be aligned, since impressions that are "recordable" have to do with technical limitations and not customized thresholds (as is available for viewable impressions). However, since the engine collects recordable impression counts as separate interactions, it is possible that one registers ("records") an impression and not another. For example, if a user leaves a page or closes a browser in a specific moment, one interaction may have had a chance to fire but not the others.
There are distinct areas in which Sizmek determines player position.
Side/Center logic: If more than 2/3 of the player is in 30% of the screen width from the sides (30% from the left or right of the screen sides), the player will be considered Side. If more than 2/3 of the player is in the middle 40% of the screen width, player will be considered Center.
ATF/BTF logic: If 50% or more of the player is above the user's screen fold, player will be considered Above The Fold. If 50% or more of the player is below the user's screen fold, player will be considered Below The Fold.
The engine reports Video Start any time the video player starts. Impressions with Video Start is a unique metric that is only fired for each user once during each session. Examples:
The engine does not count auto-play in the Impressions with Video Start metric, but does count it in the Video Start metric.
When a user starts the video player multiple times during one browser session, the Impressions with Video Start count increases by one, but the Video Start count increases every time the user played the video.
Note: The Video Start metric is available in the CRB (Analytics), but not in Verification reporting.
With regard to domains, "Unrecognized" includes cases in which either Peer39 is unable to extract a URL or a domain is not visible or unknown (impressions with a blinded URL). In the verification dashboard, unrecognized domains appear as "Unrecognized."
You should avoid these types of sites. You can anti-target Peer39 by Sizmek's "Zero Ads" on your next programmatic buy.
Sizmek completely removes server-level bot traffic from all reporting, so that data is neither visible, nor billed to the client. Ad Stacking is removed from viewable counts, and is reported separately. Ghost Sites are included in viewable impression counts.
Sizmek counts Ad Stacking only if another ad completely (100%) covers our ad. The case of expandables may be included if the ad is expanded and fully covers one of our ads.
There’s a statistical algorithm that analyses traffic patterns of sites, and flags suspicious sites, while combining information on the site volume, the structure of its pages, and the quality of its content. Sites are automatically identified, validated, and cross-referenced against multiple data sources to achieve maximal accuracy.
Ad Collision (Same Placement) identifies placements that run on the same supplier.
Calculation: Ad Collision (Same Placement) = Multiple impressions from the same placement (Sizmek placement) on the same webpage at the same time (which necessarily means, same supplier or Sizmek site)
When determining ad clutter, Sizmek considers various factors such as the number of ads that are in view simultaneously, the ad density, the spacing between ads, and the average screen share. There is no fixed threshold. Sizmek does not share the exact calculation and weight of each factor due to proprietary technology.
We recommend waiting a couple days after the campaign goes live to make sure there is enough information to indicate trends. After that, we recommend checking regularly but at least once per week. This allows for mid-campaign course corrections if necessary.
You can access data that is more than two, complete days old; you can view this data for up to 180 days.
High recordability rates ensure that advertisers can get the most expansive view on Viewability. It is worth relaying plans to Publishers so they can do everything possible on their side to improve the recordability rate.
One thing that prevents an impression from being recordable is the publisher's use of blind iFrames. If publishers have received rich media certification, they will have the Sizmek addineye file on their domain, which allows us to "see through" blind iFrames.
The Verification Suite supports an unlimited amount of publishers, so there is no minimum to the number needed to perform verification.
Since Verification is integrated into the Sizmek tag, there are no differences to enabling the tool by using networks or premium buys.
It is a best practice to inform the publisher when booking the campaign that the campaign will track verification and to highlight the expectations around delivery.
If you have expectations about viewability or contextual targeting, this should be made clear at the start so that the publisher can be sure to secure the proper inventory.
Once expectations have been set and the tags trafficked, the publisher can implement the tags accordingly.
There is a significant advantage to applying Verification to all campaigns because it serves the best interest of the publisher and the advertiser by eradicating wastage.
The agency should agree with the publisher who will be doing the monitoring; the recommendation is that both do it.
When a campaign goes live with Verification enabled, the first step after trafficking is to check that the campaign is live in delivery reports or campaign monitor on day one or day two. Here you are looking to check that impressions, clicks and conversions are being collected – this demonstrates that implementation of the tags has been done correctly.
It is a good idea to wait a few more days before checking the Verification Suite. This ensures the suite has had enough time to collect meaningful information to spot negative verification items. After all, you don’t want to be calling up publishers every day if the problem has only occurred once, and they have spotted it on their side and resolved it already.
The planner (who maintains the publisher relationship) is usually the one who reviews results in the Verification dashboard. Detection of poor brand safety or misaligned content classifications can be reported to the publisher contact. The domains and subdomains can be supplied to the publishers, who can ensure no further impressions are delivered to those pages.
With time, there will be fewer misdemeanors as the publisher gradually eradicates wastage from their inventory pools.
There is no need for more than one verification tag if you are tracking verification on a single DSP. A verification tracking tag contains macros that enables Peer39 to report verification data points broken down by the DSP’s entities (campaigns, strategies/line items, inventory source). A single verification tag can be applied across multiple campaigns on the same DSP.
Currently, verification tracks and reports three DSP entities by using the macros placed on the tag:
Placement (for example, strategy)
Site (inventory source)
We currently neither track nor report on the DSP advertiser; we will add this capability in the future. Meanwhile, if you would like to track the advertiser in verification reporting, you may set up multiple verification tags under multiple advertisers in Sizmek Advertising Suite. Give these advertisers a meaningful name so you can analyze the data by advertiser in reporting.
The Verification tracking tag tracks the campaign ID. In Sizmek Advertising Suite, there is an external media plan mapping spreadsheet in which campaign IDs can be mapped to names (see External Media Plan). If you do not see names, it means that the mapping was not done. You should complete the ID/name mapping as required to see the entities' names. Please note that new campaigns, for which a verification tracking tag is applied, needs to be added to external media plan.
You generate a unique Verification tracking tag for each DSP. If you would like to track verification data on MediaMath, AppNexus, and The Trade Desk for example, you should generate three separate tags under your Sizmek Advertising Suite account. For each tag, select the relevant DSP in the Tracking Tag Location and the Taxonomy drop down menus. Each DSP verification tag can be applied on multiple campaigns on the same DSP.
Generic Taxonomy is the Peer39 default taxonomy that includes the following data points:
Top-level Contextual categories
Brand Safety categories
Generic Taxonomy does not include the following categories:
Sub-level contextual categories
Industry-specific brand safety categories
Tracking Tag Location “Generic” refers to any DSP, ad server, or platform that is not explicitly listed already in TTL drop-down. When you select Generic, verification JS tag, which contains placeholders for macros, needs to be manually substituted to fit the platform on which you track your campaigns.