Mobile Discrepancancies

Transcription

1 Mobile Discrepancancies FAQs 2013

2 Contents Section One - Discrepancies What are the top reasons for discrepancies? 2 What are the basic checks I should be doing to reduce discrepancies? 3 How can different mobile ad servers, affect third party ad serving? 3 Can you use third party ad-serve for HTML 5 ad units? 4 Is there a difference between rich media and standard ad serving on mobile? 4 What is the difference between an install and a download? 4 Section Two - Connection Why are IP addresses not as reliable on mobile? 5 What happens when a user doesn t have a data connection? 5 How is location determined on a mobile device? 6 Section Three - Tracking Do you need mobile specific tags for tracking? 7 What are the differences between app and browser ecosystems for tracking? 7 What targeting mechanisms can be used across mobile apps? 7 Do cookies demonstrate the same behaviour on mobile browsing as they do on desktops? 8 If you are using fingerprinting and other mechanisms to deliver relevant advertising, what privacy concerns should you be aware of? 9 Are there any mechanisms to detect fraudulent clicks? 9 Glossary 10

3 Introduction The mobile discrepancies FAQ document is a result of the complex nature of ad serving on mobile. This booklet is aimed at people involved with the ad serving process, but not necessarily on the technical side of things, to understand better why discrepancies occur and how they can be reduced. We have worked with eighteen different companies, allowing the responses to cover as much of the marketplace as possible. However, this also means that some of the content may not be relevant to your business model and this should be considered when referencing the booklet. If you would like more information about how the booklet was collated please contact Mike Reynolds (Mike@iabuk.net). The booklet covers three main areas, Discrepancies, Connection, and Tracking. It aims to answer some of the questions which are the cause of confusion where discrepancies are concerned. This document focuses on impressions, which is defined as a measure of the number of times an ad is displayed, whether it is clicked on or not. Each time an ad displays, in theory, it is counted as one impression. 1

4 Section One - Discrepancies What are the top reasons for discrepancies? Connection A mobile device does not have a fixed connection and therefore connectivity is sometimes lost. When a mobile goes out of network range as a page is being loaded, and ad served, the ad server registers an impression but the tracker / site does not. Tags If third party tags are not certified with first party ad servers, or are not compatible with the publishers SDK s (Software Development Kits), then discrepancies will occur. Time zone differences Different vendors may provide reports in different time zones. This is especially problematic with short campaigns e.g. a campaign that runs over one day. To avoid this problem, prior to the campaign going live, you should always ask what time zone the report is being pulled in. As well as asking if the vendor can easily provide report break down hour by hour. It is also good practice to verify that the ad server time is the same as the reporting time. Counting The way in which impressions are counted can cause large discrepancies. In most cases server side tracking count impressions when a beacon is sent to the servers to request the creative, whilst client side tracking count impressions when a creative is retrieved and rendered. Terminology It s always important to be talking the same language before a campaign goes live. Making sure all parties are defining metrics in the same way will ensure the consistency of reporting, which will reduce the likelihood of discrepancies occurring. For impressions, there are a number of ways they can be counted by the different parties involved e.g. Impression on ad call vs. server call vs. delivered vs. viewable vs. viewed, and therefore it s important to define this prior to launching the campaign. 2

5 What are the basic checks I should be doing to reduce discrepancies? Testing before the campaign goes live. Comprehensive pre-launch testing, in conjunction with all tracking partners, to check for discrepancies before the campaign goes live. Where possible, checks should be performed across a range of different mobile devices, and mobile ad formats, that represent the current mobile landscape. You should be checking if the advertisers third party tags are compatible with the publishers / ad networks / real time bidding (RTB) platform server. Use trusted ad servers. Some ad servers offer new tag types which are better suited to the mobile eco-system, and should therefore be implemented where possible. Tagging correctly. Make sure the tags are implemented correctly and replaced with the correct cache buster for the ad server they are being served with. Check time zone of reports. Establish what time zones are being used for reporting. Use creative guidelines. Ensure that you are using the IAB US and MMA s Mobile Phone Creative Guidelines which establish detailed specifications for mobile phone ad units. It is also recommended to use the IAB US s MRAID for mobile rich media ads running in mobile apps. Communication between all parties. Make sure that metrics are being defined the same by all parties involved, and therefore reporting is accurate. How can different mobile ad servers, at supplier side, affect third party ad serving? Second and Third party ad servers will have different algorithms, tracking definitions, and methodologies for counting both impressions and clicks. First party ad servers may not have the same methodology for counting impressions as second and third party ad servers. This can lead to less robust counting. Some mobile ad servers cannot accept tags where the creative is advertiser ad server hosted, and therefore the creative must be sent with a 1x1 impressions and click tracking tag. Third party ad servers can sometimes not be fully compatible with 100% of publishers SDK s. To ensure this doesn t affect the ad serving process thorough testing should be carried out between the ad servers and SSP s (Sale Side Platform) / publishers to make sure the ads are rendering correctly. 3

6 Can you use third party ad-serve for HTML 5 ad units? Yes, this is entirely possible but is dependent on the ad server being used, and if the publisher accepts it. Is there a difference between rich media and standard ad serving on mobile? It is often reported that rich media ad serving leads to higher discrepancies. This is due to the higher complexity of rich media code, and often higher load times. As mentioned previously, agreeing terminology on the definition of the impression between all parties, including the rich media supplier, before the launch of a campaign will decrease the likelihood of confusion at the reporting stage. Apple devices can t display flash This means that if a campaign is set up to deliver a flash creative, a backup GIF or JPEG will be served instead. To explain further, when a rich media campaign is set up, the creative agency will supply the ad server with a number of different ad formats to accommodate for the different devices in the market place. Because Apple devices cannot display flash, a more basic format is pushed through in the form of GIF or JPEG developed for the desktop creative. When an Apple device is detected by an ad server this format will, in theory, be served to ensure the ad unit displays to the user. What is the difference between an install and a download? There are two trains of thought with regards to this question: 1. An install represents the full installation of an app on a device. While most apps install quickly once downloaded, there are typically several seconds between the start of the download of an app and its installation. It is the start of the download (not its completion) that is easiest to track, and therefore if the chain breaks i.e. the app is downloaded but doesn t install, a discrepancy will occur 2. A download is when the user has downloaded the app from an app store. The install is only completed and counted when they open the app for the first time. Ask the question before a campaign goes live. What are you counting as an install and download? This will ensure all parties involved are counting the same metrics. 4

7 Section Two - Connection Why are IP addresses not as reliable on mobile? Mobile operators differ in how they handle IP address allocation. Some operators have a fixed IP address for all of their users, others dynamically allocate IP addresses each time the device connects. Most mobiles, whether on 3G or wifi, will connect via a NAT-ed connection. This means many different handsets will appear to be coming from the same IP address. Where the data connection is using a mobile network operator (MNO) gateway, the IP address will be the IP address of the MNO gateway, which will handle multiple user sessions. The handover from one mobile phone tower to the next can result in IP changes, and thus tracking these changes can be problematic. Dropping from 3G to 2G connection has an effect on the reliability of an IP address. What happens when a user doesn t have a data connection? Dependent on publishers SDK s, sometimes no ad will be displayed, sometimes an ad cached from a previous session may be shown to the user. However, the user will have no way of interacting with the ad. The only exception is rich media where the ad experience can be totally loaded before a user has clicked the banner. Either way, no data (such as engagement information) can be passed back to a server without a connection unless the information is stored by the device until a connection returns. Some apps are built for offline experience. In those cases when the latest version is downloaded the ad creative (all assets) are downloaded as well. While there is no click to landing page experience, other engagement can be recorded and set to the publisher next time the device is connected. 5

8 How is location determined on a mobile device? There are a number of ways in which technology can be used to track a consumer s location. Below are the three traditional methods which are currently available and commonly used for Location Based Advertising. Network-based. This technique utilises the service providers (mobile network operators MNOs) infrastructure to identify the location of a handset. This method is generally used by MNOs in a non-intrusive way without having to add any software to the handset. Examples of companies using this technique are O2 and Orange. Handset-based. This technique requires the installation of software on the handset to determine its location. The location is found by computing the handset s cell identification. In addition, if the handset is also equipped with Global Positioning System (GPS) then significantly more precise location information can then be sent from the handset. Hybrid. This technique uses a combination of network-based and handset-based technologies to identify the location. One example would be some modes of Assisted GPS, which can both use GPS and network information to determine the location. Both types of data are used by the mobile phone to identify the location faster and more accurately. Note - Just because the device knows where it is to a given precision, it doesn t necessarily follow that this will be passed on to a third party. 6

9 Section Three - Tracking Do you need mobile specific tags for tracking? Preferred, but not mandatory. Simple tags in theory work relatively well to produce relevant advertising on mobile browsers except on some browsers, where third party cookies are blocked by default. In app advertising, on the other hand, relies on an SDK and will usually have code specific to that SDK. As a result, mobile and tablet devices should have their own specific tags. What are the differences between app and browser ecosystems for tracking? Mobile browsing relies on cookies, whilst in-app identification is more diverse. Behavioural advertising on mobile is much more complex than desktop web, where cookies are the main targeting mechanism. Several browsers commonly used on mobile devices block third party cookies by default, making it difficult to provide behavioural advertising using this technology. Even when third party cookies are not disabled, these cannot be accessed from mobile apps, where other forms of identification (such as fingerprinting or Unique Device Identifiers) are needed. What targeting mechanisms can be used across mobile apps? There are different options available and often a combination is needed. Mechanisms that can be technically used to identify users across mobile apps include: Device Parameters such as the Apple Identifier for Advertisers (IDfA), MAC addresses and other type of unique device IDs. First Party Cookies / HTML5 Cookies, these can work but they interrupt the user journey by temporarily redirecting users to the mobile browser. Probabilistic Device Recognition (e.g. fingerprinting), this is based on the collection of multiple data points (such as location, timestamp, device name, make, model, browser, etc) to generate a virtual identity or probabilistic device ID. This technology is based on probabilities and therefore not 100% accurate, however, it can be used across both mobile web and app environments. 7

10 Another option is to develop a hybrid identifier, which essentially is a mixture of two or more of the mechanisms mentioned. This is very commonly used as multiple touch points help to improve the accuracy. Do cookies demonstrate the same behaviour on mobile browsing as they do on desktop? No, there are key differences in mobile browsers default settings, which few users change. Many mobile devices are strict about serving third-party cookies. For example, Safari blocks third party cookies by default, cookies dropped on an impression are generally always third party and would be blocked on Safari. Firefox s new proposed default cookie settings are similar but slightly different, as third party cookies will be blocked unless the user has ever gone to that domain in a first party context. 8

11 If you are using fingerprinting and other mechanisms to deliver relevant advertising, what privacy concerns should you be aware of? The privacy considerations are specific to each type of identifier. 1. Probabilistic device recognition (including fingerprinting) relies on probabilities and statistical matches rather than bits of code. Unless the user is given an explicit ability to opt out of this form of data collection for targeting, it is recommended to expire the fingerprint after a period time (e.g days). 2. Cookies on mobile browsers, like on the static web, are bits of code that are dropped on a user s device. If using cookies, we recommend that you sign up to the EU self-regulatory framework for Online Behavioural Advertising (OBA) to give users an opportunity to opt-out of behavioural targeting. 3. Unique Device Identifiers (UDIs) provide 100% accuracy on the device identity, and their use is broadly moderated by the platform owners. However, third parties working with apps should take care to incorporate additional privacy safeguards. It is recommended that you require first party app developers to provide a privacy policy that discloses what data is collected, by whom and how; as well as what controls the user has over the collection and use of their data by third parties. Are there any mechanisms to detect fraudulent clicks? There are a number of technologies used, many coming from online. The same mechanisms that are used to detect fraudulent clicks on non-mobile display (removing known bot traffic, blocking certain IP addresses, etc.) are also in place for mobile. Some of these are simple solutions (such as not counting repeated clicks from a particular IP address) and others are more complex, relying on mechanisms that would dynamically identify sources of fraudulent clicks, for example, through an analysis based on heuristics including device ID, user agent and timing. Overall, the main issue is the lack of standardization - what is and isn t in use can vary a lot between suppliers and technology providers. 9

12 Glossary Third Party Ad serving - The technology used to deliver creative assets from one ad server into another, allowing advertisers to track the performance of the campaigns and recording impressions and clicks amongst other campaign metrics. Ad server - A computer that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics can be maintained by an objective third party. Who uses: Advertisers, Agencies, DSPs, Ad Networks, Publishers. Behavioural Advertising - A form of digital marketing where segmentation is produced on the basis of previous decision making behaviour (e.g. filling out preferences or visiting certain areas of a site frequently). Cookies - Bits of code placed on a user s browser by a web server that can be stored or retrieved when the site is accessed. Fingerprinting - A virtual profile generated by assembling several pieces of information, often used to track generic patterns of behaviour. GIF - A compressed image file format. These compressed image files can be quickly transmitted over a network or the internet, which is why you often see them on web pages. GIF files are great for small icons and animated images, but they lack the colour range to be used for high-quality images. HTML5 - A new standard for displaying content on the web through browsers. HTML5 is the new rendition in work of HTML (hypertext markup language) that will be competing directly with Flash and includes features like video playback and drag-and-drop functionality. 10

13 Hybrid identifier - A combination of two or more digital marketing mechanisms. JPEG - A compressed image file format. JPEG images are not limited to a certain amount of colour, like GIF images are. Therefore, the JPEG format is best for compressing photographic images. NAT-ed - NAT is Network Address Translation, which allows hundreds, or even thousands, of devices to share the same external IP address behind a firewall gateway. The device has a local IP address which is translated to a single public one as traffic passes through the gateway. Real time bidding (RTB) - RTB is a protocol that enables the valuation and bidding on individual impressions in real time. The buying takes place over online media exchanges basically media marketplaces which connect sellers (publishers) and buyers (advertisers). Sale Side Platform (SSP) - A technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximise revenue from digital media. As such they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences. Server - A host computer which maintains websites, newsgroups and services. Software Development Kit (SDK) - Usually platforms provide developers with a set of development toolkits that enable creation of software packages, frameworks, apps etc. There is usually an SDK for each language that works on the platform that interfaces between the system to the programming language. Tags - An ad tag is a piece of HTML or JavaScript code that your webmaster or developer inserts into the source code of a web page. You need to create a separate ad tag for each ad that you want to display on your website. Unique Device Identifiers (UDI) - Serial numbers associated to each mobile device or to one of its components. 11

14 With thanks to everyone who contributed... BlisMedia Intelligent targeting An Company

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