Back in Session With SpringServe: Optimization Defaults, Impression Pixels, and UI Improvements

In our latest release, we announce changes to our default optimization parameters. We also have added the ability to add a Impression Tracking Pixel to your demand tags, as well as add notes to your tags. We have added improvements to the Account Activity dashboard, and to your Supply and Demand Tag, Partner, and Group pages.

Core Improvements

Optimization Additions

New Optimization Metrics

We have added two new metrics to our white box optimization. You can now choose from the following optimization metrics:

  • Request Fill: prioritizes demand tags based on imps/requests. This tends to favor publisher fill.
  • Score: This prioritizes using the formula of Net Revenue per 1,000,000 requests. This takes in to consideration PPM, Fill, and fees.  This will favor your profitability.
  • Response Time: prioritizes demand tags based on average response time. This works well in a variety of situations: short VPAID window, trafficking directly to a publisher’s player, trafficking to an adserver that is strict on response time.
  • Opportunity Fill: prioritizes demand tags based on imps/opportunities. It allows a tag that is lower on the waterfall to climb back up.
  • Fill Speed: prioritizes demand tags based on Request Fill/Response Time. This metric tends to favor publisher fill but also adds importance to demand tags that return quickly.
  • Score Speed: prioritizes demand tags based on Score/Response Time. This metric tends to favor profitability but also adds importance to demand tags that return quickly.

New Default Metrics

On September 8, 2016 we changed the default parameters to the following; previous default parameters are in parentheses.

  • Metric: Fill Speed (Opportunity Fill)
  • Lookback Minutes: 60 (1440)
  • Minimum Request Threshold: 250 (3000)

Why the Change?

Optimizing by Fill Speed combines the benefit of prioritizing tags that have a high fill and respond quickly. Like opportunity fill, this metric is more democratic than request fill, as it allows tags that have a fast response time to move up the waterfall, even if they have a lower fill rate. When slow-responding tags are at the top of the waterfall, more opportunities are taken away from the tags at lower priorities. Lower lookback minutes and minimum request threshold values make it easier for you to see the impact of changes made to optimization. Keep in mind that when tags are on the same priority they receive requests in a round robin fashion, reducing the number of requests to a demand tag. If you see that optimization is not reprioritizing your tags, check to see that they are meeting the Minimum Request Threshold. If they are not, you may want to decrease the minimum request threshold or increase the lookback minutes.

Feature Additions

Impression Tracking Pixels

You can now upload a third party tracking pixel to your demand tags. In the settings tab of a Demand Tag, you will see the Imp Tracking Pixel field in the Advanced section. Click the + sign to add an impression tracking pixel. Paste the url of the tracking pixel in the text box and it will be applied to your Demand Tag. You can also include SpringServe macros in this field. Refer to the Export Tag tab for compatible macros. You can also find information about supported macros in our documentation.demand_Advanced

Tag Notes

You will also see a Notes field in the Advanced Settings section. Here, you can make any notes about the tag – if it’s direct, if it performs better at certain times, targeting, etc. This field is here to aid you in keeping track of important facts about your tags. Tag notes are available for both supply and demand tags.

Reporting Improvements

Account Activity Dashboard

To reduce latency in the UI, we have updated the dashboard to refresh every 10 minutes rather than every minute. You can always click the Refresh button at the upper right hand corner of the page to refresh the data before 10 minutes has passed. Additional performance improvements have been made to this page.

Demand Tag Graphs have been added to the dashboard. Like the supply tag graphs, you can enter a tag and see performance by minute (last 2 hours):


by hour (today):demand_tag_hour

and range compare of hourly request data for today, yesterday, and 7 days ago.


Supply and Demand Tag Graphs now also allow for search by name as well as ID, making it easier for you to find the tag that you would like to analyze.

Create Reports

You are now able to filter by Device in the dimensions field. This data is available from August 18, 2016.

device filter

Average supply tag response time has been added to the full view of a supply tag report in the column labeled Response Time. This metric shows the average number of seconds that a supply tag takes to respond.

response time

Reporting API

Metrics of average response time, detected player size, and detected domain have been added to the reporting API.

UI Improvements

On pages throughout the platform that contain tables, you will now see a box that indicates that a table is loading. Additionally, when you hover over the name of a tag, the full name will appear.

Supply and Demand Tags, Partners, and Groups

Now when you type the name of a new supply tag, the top of the page with show the name, rather than “New Supply Tag”. This change makes it easier for you to keep track of targeting and what demand should be aligned to the supply while setting up a new supply tag.

Changes that you have made to your tags can be applied and you can remain on your current page. Click the Apply button at the bottom of the page.


This feature is especially useful if you are creating a new supply tag and want to see the Export Tag tab. It will appear after you click the Apply button. Clicking Save and Exit will save your changes and return you to the main Supply or Demand page. At the top you will see a confirmation that your tag has been created or saved, along with a link to the tag.


Partners and Groups have been moved to the Supply and Demand pages. These were previously accessed via the Settings menu. Now you will see tabs for Tags, Partners, and Groups when you are on the main Supply and Demand pages.



On the Partner tab, you will see a table with your partners along with reports showing the number of tags associated to a partner, the account manager, number of users, and performance metrics.



To create a new partner, click the button in the upper right hand corner of the page. In the settings tab you specify the name and optionally, the account manager for a supply or demand partner. Tags that have not been associated to a partner will appear in the table at the bottom of the page. Go to the Users tab to create a new user. New users can also be created via the Settings menu, as previously.

On the Groups tab, you will see your group IDs and names in a table. To create a new Group, click the button at the upper right hand corner of the page.



As before, the a new group’s page shows all tags that have not yet been associated to a Group.

The UI now contains breadcrumbs on individual tag, partner, and group pages. These breadcrumbs may be used to navigate to parent pages.


Demand Tag Budgeting

You can now select a daily budget of either impressions or requests. Previously you were able to set budgets for both. There is no added safety or advantage to having both in our system. Additionally, if your flight dates have already passed, you will see a message that alerts you that the tag will not serve.


Waterfall Page

We have also added a targeting icon for budgeting (dollar sign).


Previously you were able to see icons for size (monitor), domain (list), and geo (globe) targeting only. The geo targeting icon would only appear when there was country targeting; it now also appears when a demand tag has city and/or DMA targeting.


For cases when a tag has the status changed priorities in the changelog, you can now view only those tags which have been changed, or you can see the complete status of the tag before and after the change. This adjustment makes it easier for you to see what changes are made to your tags.


Bug Fixes

Supply and demand tag response times cannot be set to < 0 in UI
Fixed demand tag range compare on waterfall page
Changed order of quickstates columns on supply tag tab
Fix to improve memory leaks
Changed ‘Restricted’ to ‘Blocked’ in ‘Basic Settings’ page

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