SpotXchange, the global video ad marketplace, is an ever-evolving service and today they have added a new feature that might seem like everyone should have been doing it for years. Apparently, no one has offered in-depth error reports on video ads that lead to lost monetization of content, until now. Like I said, it seems such a simple thing, and yet, it is not offered, until now.
I think that sometimes the industry is so focused on getting the attention of ad buyers and advertisers they forget about the other side of the equation, the publishers. Having been one in the past I know how difficult it can be to monetize content at times and any help that one can get from ad networks and partners is always appreciated. After all, the publishers want to make money just like everyone else.
SpotXchange is thinking about the whole equation with this latest feature that they have added. Basically, it tells publishers about the technical problems that lead to lost revenue. It also gives errors that might negatively impact user experience.
This is a pretty cool feature if you ask me. In the wild days of the online video advertising frontier there were often times when an ad did not play on old GDN and I was left scratching my head, checking my code and pondering why it did not play. So how could large publishers be confident in a programmatic ad platform that did not play ads? They need information and now they will get it in the form of error reports that will include VPAID and VAST opt-outs, time outs and other technical errors.
Problem solved! Well, at least the problem is addressed. Then it is up to the publisher to sort out the error message and find out how to fix it. Perhaps next SpotXchange will have a database of suggested fixes or causes for the errors. That would be just as helpful as knowing what the error was.
SpotXchange offered a look at four different types of errors it encounters more than some others.
Behavior: 3rd party ad tag associated with the tag fails to respond in a timely manner.
Downfall: Deal may have difficulty achieving its impression goals or pacing if the demand source is consistently timing out.
Behavior: 3rd party ad tag associated with the deal responds to the request by declining the opportunity.
Downfall: The buyer isn’t interested in the impression opportunity.
Behavior: 3rd party ad tag responds VAST affirmative, the 3rd Party VPAID loads and does its own ad decisioning and then decides to opt out.
Downfall: Missed monetization opportunities. Latency. Bad user experience.
Behavior: 3rd party creative can have a variety of technical errors such as incompatible VPAID communication and missing or broken creative assets. This can also happen post impression with an ad but the publisher will still be paid for that ad placement.
Downfall: Missed monetization opportunities. Bad user experience.
In my opinion, by building out this sort of option SpotXchange shows that publishers are as equally important as advertisers. After all, inventory is at a premium and high quality inventory is always in demand. If publishers start leaving the marketplaces and relying more heavily on their own internal ad sales team that is less available inventory and less money for the exchanges. Good job SpotX!
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