Viewability Prediction Best Practices

Owned by Daniel Kojokaro (Unlicensed)
Jun 21, 2023
5 min read

Browsi’s Viewability Prediction KV - Best Practices 

 

With Browsi’s Viewability Prediction solution, Publishers easily segment their inventory into quality tiers and offer buyers in real time, the right segment at the optimal price.

Those segmentations create significant value across your full demand stack and demand channels.

 

  1. Direct (PG/Non-PG)

Identify viewability tiers to create more granular pricing for your Direct orders and then smartly manage your ad inventory to reach your campaign goals faster.

By targeting Direct orders to Browsi’s Viewability Prediction key values, Inventory can be allocated per campaign’s goal.

 

A. Target performance-based campaigns (clicks/leads/sales goals) with high viewability tiers (>60) to reduce ad waste, increase CTR/conversion rates and sell these campaigns with a higher CPM since the quality is better.

Screen_Shot_2021-09-01_at_17.33.39.png

 

B. Target reach-based campaigns, or advertisers’ campaigns who are less sensitive to viewability, with lower viewability tiers (<60).

 

C. Not sure how sensitive the campaign/advertiser is to viewability? Split the campaigns into 2 segments (<60 vs. >60) and compare results!

(Please note that this method also applies to Price Priority orders) 

In order to ease the targeting process per each campaign, you may define the viewability setting once, and save it in GAM as a preset with a relevant name such as “Performance Campaigns”/”High Viewability”.

Screen_Shot_2021-09-01_at_17.34.21.png

 

  1. Programmatic Campaigns (Open Auction)

Leverage Browsi’s Viewability Prediction key values on Programmatic auctions to find the optimal floor price per tier (instead of having a unified floor price regardless of the viewability tier).

 

A. Sell your inventory based on its predicted viewability to increase your overall programmatic CPMs

 

B. Experiment using GAM built-in Experiments feature - Unified Pricing Rules to uncover the optimal pricing range for High/Low viewability tiers. 

As you may already know, buyers bid according to tiered viewability predictions on the ad call, while publishers sell on a single average viewability based on ad placement. 

By using Browsi’s Viewability Prediction key values, you may set a viewability based UPR (Unified Pricing Rule) divided into High/Low tiers, or any other granularity (10,20, etc), which creates an additional positive effect.

 

 

You may experiment the optimal pricing strategy using GAM built-in Experiments feature -> Unified Pricing Rules.

 

Initially Create 2 standard UPRs, one per each viewability tier with the same pricing. 

On a GAM Experiment allocate 10-20% and set a Low/High pricing per the relevant tier. 

 

In order to determine the optimal pricing range for the experiment: 

  1. By using Browsi's Viewability Prediction Dashboard and looking at the "Performance per  Viewability prediction" - Table mode. 

The different cell colors on the CTR/eCPM columns, represent your (filtered) inventory different buckets of performance. The eCPM per each bucket can be calculated separately and used for setting the granular UPR/UPR experiment.

 

  1. By manually pulling a GAM report with Viewability Prediction key value breakdown - look into current CPM granularity per viewability tier.

  1. By pulling a GAM report with a bid range + bid rejection reason,  look at the significant bucket where bids lost due to floor prices and consider reducing the price to that range for the low viewability tier. 

 

C. Alternatively, you may consider testing a granular ADX Line item per viewability tier in 10s’ granularity (10, 20, 30, etc) and then set your UPR accordingly to increase the auction pressure on Per Viewability Tier (instead of setting a single ADX Priority LI).

 

 

  1. PMP/PA

Browsi’s Viewability Prediction solution empowers you to give your PMP/PA clients unique offers and build long-term relationships with them, helping you stand out from other publishers.

 

A. Offer advertisers and agencies always-on PMP Proposals early access to high quality inventory with high viewability in exclusive auctions.

 

B. Gain site quality recognition with more valuable impressions.

 

 

  1. Viewability Prediction on Non-Browsi Placements

Do you have ad placements not powered by Browsi, but still wish to enjoy Browsi’s Viewability Prediction solution?

Be our guest. 

Browsi’s Viewability Prediction can be utilized on any ad placement on the page by using Browsi Real Time Data Prebid Module.

You can find the installation instructions on our Real Time Data module page. If you are running prebid in-house, please advise your prebid developer. If you are running prebid through a 3rd party vendor, you will need to reach out to them and ask them to deploy the Browsi module. 

The implementation of the Browsi module, includes a configuration file, which looks like the example below:

pbjs.setConfig({         "realTimeData": {             dataProviders:[{                           "name": "browsi",                 "params": {                     "url": "yield-manager.browsiprod.com",                     "siteKey": "testKey",   // from Browsi rep                     "pubKey": "testPub",    // from Browsi rep                     "keyName":"browsiViewability"                 }             }]         }     });

 

Before your developer or a 3rd party vendor implements the module, please make sure you have the correct configuration file from your Browsi representative.

 

To get started, contact your customer success manager to make sure you’re making the most of our Viewability Prediction tool.