SOURCE: Flashtalking

Flashtalking

November 19, 2015 08:44 ET

New Flashtalking Viewable Conversions Metric Provides Higher Attribution Precision for Major Auto Brand

Capability Informs Optimization of Media Buys Based on Viewed Conversion Events

NEW YORK, NY and LONDON, UNITED KINGDOM--(Marketwired - Nov 19, 2015) -  Flashtalking, the world's leading independent ad server, today launched its advanced viewability offering to all existing and prospective clients. At the heart of the new offering is the viewable conversions metric that adheres to impression viewability standards defined by the MRC*. The methodology provides actionable information about individual impressions and introduces a new viewable conversions metric, providing more granular data to drive precise attribution and media optimization. 

Earlier this autumn, several Flashtalking advertising clients beta tested the advanced reporting. Among them was a long time automotive advertiser who discovered that more than 40% of its measured conversions were attributed to non-viewable impressions. Impression-level log files containing the new viewable conversions metrics were fed into its attribution models, further arming the advertiser with a more precise view of the interplay that exists among viewability, conversions and CPM.

"The Flashtalking enhanced viewability offering provides advertisers deeper insight into how unseen ads impact overall campaign conversions," said Jos Pamboris, Chief Product Officer, Flashtalking. "Until now, viewable conversion metrics have been unavailable from viewability vendors. By measuring the entire path, from impression through conversion, we provide advertisers key viewability data needed to make informed media optimization decisions aimed at driving more conversions from ads that were actually viewed."

The Flashtalking viewability solution directly links each individual impression to the overall conversion event. When attributing the conversion to media, Flashtalking can determine which of those impressions were viewed and which were not, giving the advertiser more insight compared to pure impression viewability metrics alone. The methodology relies on impression-level data and takes into account whether the ad was rendered or not. As a result, Flashtalking can provide advertisers:

  • A 90% detectability rate, defined by how many impressions are actually measured
  • Reporting on viewable conversions -- a unique metric only available when impression level data can be reported, allowing reporting on how many conversions were attributed to impressions that were actually viewed
  • Enhanced attribution modelling capabilities, including log-level viewability data, providing significantly improved fractional attribution models

*Display Viewable Impressions MRC accreditation pending

About Flashtalking

Flashtalking arms the world's best advertisers and their agencies with the same data-driven precision, measurability, and control over their advertising messages as they've come to depend on for their audience targeting and programmatic media buying. Our programmatic creative technology represents the art and science behind the perfect message. We have evolved the ad server to be the single point of truth for advertisers, living at the digital crossroads where data activation, intelligent ad units, and unbiased measurement intersects with expertise, service, and a deep partner ecosystem. From our media agnostic platform advertisers can deliver the most arresting advertising messages in HTML5 across standard, rich, video, and DCO formats, on any device and in any channel. Born in the U.K., headquartered in New York, Flashtalking spans the globe with offices in San Francisco, Los Angeles, Chicago, London, Leeds, Cologne, Amsterdam, and Sydney. For more information, visit www.flashtalking.com.

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