Execution Rate Analysis

A number of metrics and dimensions are available in the Metamarkets Auctions and Bids views to help you understand what happens from the moment an auction is triggered and a buyer bids to the moment the winning bid actually does or does not result in an impression, allowing you also to identify and remedy possible issues. These metrics and dimensions are specifically intended for analysing programmatic deals.

Metrics

  • Primary Selections: Number of winning RTB bids that are included in the ad response (excludes passback candidates).
  • Primary Selection Rate: Percentage of winning RTB bids that are included in the ad response as Primary Selections.
  • Passback Selections: Number of winning RTB bids that are included in the ad response as passback candidates.
  • Passback Selection Rate: Percentage of winning RTB bids that are included in the ad response as Passback Selections.
  • Total Selections: Number of winning RTB bids that are included in the ad response in any form.
  • Total Selection Rate: Percentage of winning RTB bids that are included in the ad response in any form.
  • Execution Rate: The percentage of Primary Selections that result in an impression.

Dimensions

  • Selection Position: Indicates if the RTB ad is selected, and if so, at which selection position it is placed (directly in the ad break or as a backup ad source). The possible values are:
    • No RTB Selected: Indicates that the RTB ad is not selected in the ad break at all or that it is not an RTB ad.
    • Primary: Indicates that the RTB ad is included directly in the ad break.
    • Passback 1 to Passback 9 (maximum number of passback ad sources for a Pulse account): Indicates that the RTB ad is selected as a passback. Passback 1 represents the first passback candidate in the passback chain and Passback 9 represents the last one. Ads placed at the front of the passback chain have a higher chance of being displayed to a viewer. For more information, refer to Passbacks.
  • Slot Position: Indicates at which ad position within the ad break the RTB ad is placed. The possible values are:
    • Not Available: Indicates that it is not an RTB ad, there is no auction winner, or the auction winner is filtered out for some reason.
    • 1 to 19: Indicates ad position 1 to 19 in the ad break.
    • 20+: Indicates ad position 20 or higher in the ad break, the maximum being 50.

    You can use this dimension in combination with the Start Delay dimension to filter on pre-, mid-, or post-roll ads. For example, filtering on Mid-Roll and selecting Slot Position 1 shows only the ads that are placed in the first position in the mid-roll ad break. When the ad is placed far down in a long ad break, the percentage of viewer drop off is most likely very high, which affects execution rate since there is a winning bid included in the ad response, but it does not result in an impression.

The following image helps visualize and understand the auction flow, where a drop in numbers occurs at each stage of the auction, from the moment the auction is triggered to the moment an ad response does or does not result in an impression.

Conversion funnel

Troubleshooting: A Programmatic Deal Is Not Recording as Many Impressions as Expected

  1. Check bid behaviour. Take a look at how many auctions have been triggered against the deal and how the buyer has responded:
    1. Go to Metamarkets Explore Auctions view.
    2. Filter by "Deal Names" and include only the desired deal name.
    3. From the metrics picker, add relevant metrics, such as "Auctions", Bids", and "Wins".
    4. Show the dimension tables for the desired dimensions, for example "Deal Name".
    Check bid behaviour

    If the bid rate is lower than expected, contact the buyer to compare bid figures. If the bid rate looks alright, check how many Bids result in Wins. If this is low, switch to Bids view to see why the bids are not winning:

    1. Go to Metamarkets Explore Bids view.
    2. Filter by "Deal Names" and include only the desired deal name.
    3. From the metrics picker, add relevant metrics, such as "Bids", and "Wins".
    4. Show the dimension tables for the desired dimensions, for example "Deal Name" and "Bid Status".
    Check winning bids

    If the buyer's bids are winning, investigate what is happening to these winning bids.

  2. Check selection behaviour. Take a look at how the deal in question is competing against other campaigns within Pulse:
    1. Go to Metamarkets Explore Bids view.
    2. Filter by "Deal Names" and include only the desired deal name.
    3. From the metrics picker, add relevant metrics, such as "Wins", "Total Selections", "Primary Selections", and "Passback Selections".
    4. Show the dimension tables for the desired dimensions, for example "Deal Name" and "Selection Position".
    Check selection behaviour
    This report shows you how the programmatic deal is doing within the overall Pulse ad decisioning process.
    • If the Wins result in a low number of Total Selections, then the deal's priority is too low for it to be selected.
      Note: Request the Pulse Ad Decisioning Guide from your Account Manager to understand how the Pulse ad decisioning works and to be able to choose the best action.
    • If the majority of the Wins are Passback Selections, then the deal's priority is high enough for it to be included as a passback candidate. This means Primary Selections need to fail in order for an ad from this deal to be displayed to a viewer. For further granularity, look at the Selection Position dimension to see where in the passback chain the RTB ad is placed. When the ad is far down in the passback chain, there is only a small chance it will get selected and result in an impression.
    • If the majority of the Wins are Primary Selections, then there is no issue with selection, instead you should take a look at creative behaviour.
  3. Check creative behaviour. The winning RTB bid is included in the ad response and sent to the video player. Take a look at how it behaves when it reaches the ad break:
    1. Go to Metamarkets Explore Bids view.
    2. Filter by "Deal Names" and include only the desired deal name.
    3. From the metrics picker, add relevant metrics, such as "Wins", "Impressions, "Total Selections", and "Execution Rate".
    4. Show the dimension tables for the desired dimensions, for example "Deal Name", "VAST Error", and "Slot Position".
    5. Sort the data in the dimension tables by the "Wins" metric.
    Check creative behaviour
    This report shows creative performance and where in the ad break the RTB ad was placed, helping you understand why the impression is not recorded even though an ad response was sent to the video player.
    • By looking at the VAST errors, you can see if a high proportion of Wins result in timeout related errors, and then discuss your timeout settings with your Account Manager. You can also discuss the creative format/quality with your buyer, as interactive ads or high resolution creatives take longer to load and can result in timeouts. If a high proportion of Wins result in MediaFile errors, contact your buyer to ask for creative details and validate it against your player for compatibility. You can also check the creative itself using Creative Review and blacklist it until the issue has been resolved.
    • By looking at Slot Position, you can see if the RTB ad is placed far down in the ad break, making it more susceptible to drop off since viewers are likely to abandon the video session without watching the entire ad break. Therefore, a high number of Wins assigned to slots late in the ad break could be the reason your execution rate is low and you do not see as many impressions as expected.

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