In the most recent release, SpringServe integrates MOAT quality data into the UI, releases JS VPAID, improves demand tag request capping, and offers numerous improvements to Supply Tag reporting and tag export.
Reporting Additions and Improvements
MOAT Quality Report Center
We want the traffic flowing through SpringServe to be clean an monetizable, so we have added MOAT integration into our UI. If you have an active account in SpringServe, you have been receiving daily emails containing quality reports for the tags that are earning impressions on the platform. We have asked you to use these reports to create domain lists – either white or blacklists – to reduce the amount of invalid, or “bot” traffic, that is coming through SpringServe.
In our latest release, we have added MOAT integration to the UI. Go to the Reporting –> Traffic Quality to get to your traffic quality reports.
MOAT data is updated daily, so the default settings are for yesterday by Supply Tag. Note that these reports will not load automatically as your standard SpringServe report does, because these reports tend to be quite large. Daily data is available with a 1-day lag. Historical data is available from May 1, 2016. You are able to run a report by the multiple dimensions:
Declared Domain is the same as what you see in your SpringServe domain report – this domain is declared by the incoming request to the adserver. Detected Domain is the domain detected by MOAT. You will notice that Detected Domain is sometimes ‘1’, meaning that there are fewer than 10 impressions from this Detected Domain. If the Detected Domain is ‘other’, MOAT was unable to detect the domain. When the declared domain is ‘-‘, SpringServe was unable to parse the declared domain. These instances correspond to ‘unknown’ domains when you run a report in the create reports page.
As in your regular reporting page, you can select a number of filters to choose from for your Traffic Quality Reports:
The metrics shown in the Lite view of the report are:
- Analyzed Impressions – all impressions both human and bot
- Human %
- Bot %
- Mismatched Domain % – percentage of impressions where Declared Domain does not equal MOAT Detected Domain
- Viewability %
Toggling to the Full report will show you additional metrics:
- Visible on Complete %
- Audible and Visible on Complete %, or AVOC %
When creating your domain lists, we recommend that you take action to reduce the traffic coming in to SpringServe for any Detected Domain that has volume over 50 impressions daily a Bot % over 5%. This could mean implementing blacklists in SpringServe for these domains, talking to your supply partners to reduce traffic from these domains, or creating whitelists that only include domains that have high human rates. SpringServe does not support bot rates above 20%, so be sure to be proactive and make good use of the MOAT integration. You may want to use a 3-5 day window to show more of an average bot rate on your tags, as looking at a single day can be noisy.
Hourly Granularity in SpringServe Reporting
We have added more granularity in your SpringServe reporting. When you select a custom time period, you will notice that there is a clock above the calendar where you select the date range. This feature is especially useful for running hourly domain reports for parts of a single day.
Demand Tag Request & Impression Capping
In the past, SpringServe has used a very conservative calculation for demand tag request capping. The latest release has updated our calculation to be less conservative and more accurate. Set your request caps in Daily Request Budget of Demand Tag Targeting. You can also set caps on Daily Impressions.
JS VPAID Beta Release for Mobile Web
SpringServe is meant to house your entire video business. We have released our Beta version of JS VPAID, which can be used for your mobile web tags and for HTML5 desktop tags.
Set up your JS VPAID tags the same way as your Flash tags, but on the Demand Tags tab, set VPAID Enabled to JS. Make sure to apply only JS VPAID or VAST Only demand to your JS VPAID tag.
Note: we require Mobile Web tags on SpringServe to have a daily request cap of 10MM and country whitelist targeting.
Supply Tag Timeouts
SpringServe now supports Supply Tag timeouts. The default in SpringServe is to run all the way through your demand tag waterfall before closing the supply tag’s VPAID unit. In our latest release, you can set a custom timeout for your supply tags.
If your supply partners are concerned about latency, you can assure them that your tag will either fill or close in a timely manner. This feature combined with custom demand tag timeouts can help you to optimize against latency.
Supply Tag Reporting
When you go to the Supply Tag page of SpringServe, you will see a report for your active Supply Tags. Metrics shown in the Lite view are:
- Req Fill
- Opp Fill
You also can see when the tag was Last Updated, and if it is Active. Clicking the icons on the right hand side of the report all your to:
- see a new window showing a Demand Tag report for the Supply Tag
- duplicate the Supply Tag
- delete the Supply Tag
SpringServe makes it easy to keep track of the changes made to a tag. Simply go to the changelog tab for a tag:
Or for your entire account by going to Settings –> Changelog:
In our latest release, we have added a change tracker on the Supply Tag page. When looking at the full view of Supply Tag Quickstats, you will see that the third column shows the number of changes that have been made to a supply tag. Did you tell someone on your adOps team to add targeting to that tag? Toggle to the full view to see if there are any changes.
You will also notice that the second column in the full view of the Supply Tag table is the Waterfall Size. This column shows the total number of demand tags that are associated to a supply tag. We recommend having between 3 and 10 tiers on your waterfall. SpringServe does not use an asynchronous call, so if you have multiple demand tags at the same priority level, they will be called with even probability given they have the same targeting.
If you want to perform an A/B test with multiple tags, you can see how they would perform given the same place in the waterfall by having them at the same priority. It also may be the case that you have tags with different targeting on the same tier of the waterfall. Generally, however, we recommend that the number of demand tags attached to any supply tag does not exceed 15. The reason being that it is difficult to see what is performing when your waterfall is too long.
Quickstats on the Waterfall
As ever, you can see Quickstats in the Demand Tags tab of a Supply Tag. Quickstats now include Opportunities and Opp rate:
In SpringServe, an Opportunity registers when the tag’s VPAID unit initializes. Opportunity rate is calculated as Opportunities/Requests. Your tag can only monetize when there is an Opportunity, so if your Opportunity rate is low, your Request Fill may also be very low; Request Fill is calculated as Impressions/Requests, not Impressions/Opportunities, as in Adapt.
In the Lite view of the Supply Tag report you will find Opps, and Opp Rate is shown in the full view. If the Opp Rate is low for a supply tag, it usually means that you are low on your supply partner’s waterfall. Talk to them to see what you can do to move up – this may entail getting on a whitelist or having a request cap to prove that you will fill if given a shot.
When exporting your supply tag to your supply partner, go to the Export Tag tab of the Supply Tag. In the dropdown menu you can select from a number of different servers, and the macros will be formatted automatically in the box below.
This feature was previously available for Vidible and SpringServe only. Now you can also select from the following:
and JW Player
- Previously, RPM, CPM, and PPM calculations were based on syndicated player impressions, rather than player starts. This fix allows you to have more accurate reporting.
- You can now drag the lower right hand corner of the VAST endpoint url box to make it bigger. See this on the settings tab of a demand tag.