Basis Releases: 11/25/21

Comscore Predictive Audience

Commerce Signals, a Verisk Financial business, and Comscore are introducing new brand and category buyer segments into Comscore’s Predictive Audiences category. These segments are located under contextual targeting: Comscore Content Activation > Predictive Audience > Commerce Signals.

Comscore's patent-pending Predictive Audiences are the industry’s first cookie-free targeting capability that enables advertisers to reach audiences based on granular consumer behavior through privacy-friendly contextual signals, such as demographics, TV viewership, personas, OTT/gaming, automotive data (Polk), financial data (TransUnion), location (PlaceIQ), and B2B (Eyeota), and gaming (Spiketrap) and commerce consumer data (Commerce Signals) across 40+ languages.

Why should you use Comscore segments?

• Unique panel assets: Comscore’s best-in-class multiplatform digital panels and CTV ad exposure and viewership data provide a massive cross-platform data footprint that serves as the foundation to create privacy-focused targets.

• Intelligent categorization: Proprietary AI extracts the contextual essence of a page, video, or audio content and classifies the content across 350k subcategories. Machine learning detects content signals in real-time and continuously fuels categorization to power Predictive Audiences.

• Scale and Depth: The combination of panel assets and contextual categorization technology uniquely positions Comscore to transform valuable Comscore audiences and 3rd party partner audiences into contextual targets without cookies for holistic targeting across web, app, and CTV.

Basis Technologies is prepared for the future of identity with effective and compliant solutions for a cookie-less advertising world, learn more here.

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Basis Releases: 11/18/21

Peer39 - new available segments

Peer39 has expanded its marketplace partnerships to include segments from four new partners:

• Adloox is the leading independent ad viewability and insights platform, with 12 years of viewability experience and MRC accreditation. Their state-of-the-art proprietary technology ensures clients that their ads are viewable, so they have an impact. These are located under Brand Protection targeting: Peer39 > Page Signal > Adloox.

• DeepSee uses machine learning and statistical models across robust historical site-performance data to discover emerging patterns of fraud. Unlike click or impression trackers, which collect large amounts of data from web users, DeepSee looks at the nature of websites and their networks to discover places that harbor fraud. These are located under Brand Protection targeting: Peer30 > Fraud > DeepSee.

• Factmata monitors internet content and analyzes it for risks and threats. Their technology understands the human expression of propaganda, sexism, and bias. These are located under Brand Protection targeting: Peer39 > Brand Safety > Factmata

• Socialcontext enables advertisers to meet their DEI goals by enabling them to invest in ads on news content that matches their core values like racial diversity, gender equality, LGBTQIA+, Hispanic & Latinx, etc. These are located under Contextual targeting: Peer39 > Socialcontext

These segments are set up in the same way as existing contextual/brand safety segments, i.e. the negative segments that are to be excluded, selecting them in the UI will automatically have them on exclude setting.

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DSP Tactic Add-Ons

Save, track, and report on third-party vendor fees

Basis reduces financial losses resulting from incorrect tracking, accounting, and reconciliation of third-party vendor fees. Whether using ad-verification partners, creative suppliers, or other types of third-party vendors, the new Tactic Add-Ons feature shows you an itemized view of these expenses. This will allow you to track the fee within a campaign’s budget and ensure that all payments are properly accounted for.

To use this feature, first, you need to add a provider*.

1. From the Main Menu, go to My Organization, and click on the Service Providers Tab

2. Click on Create Provider and enter all the relevant information

3. In the Add-Ons section

4. Select the Add-on type from the drop-down menu, for example, Ad Verification.

5. Optionally, enter a description.

6. Select CPM as rate type.**

7. Enter the rate value.

8. Save your provider details and exit this screen

*Only users with the Payment Terms permission can create an add-on with a service provider. If you do not see this section in your account, consult with your manager.

** The Flat rate type option is for campaign add-ons only.

Now that you have saved an Add-on you can use it in a tactic.

1. Open the tactic editor for any new or existing tactics

2. Under Settings, click on Add-ons

3. The screen will show all available providers and fees that have been saved and give you the option to select which ones you want to apply to your tactic

4. If an add-on is selected you will see its value being added in the Max CPM calculator at the top of the tactic editor. You can also see it in the Tactic Summary.

Reporting of Add-Ons is available in the Line Items and Analytics pages. You can add the columns you need to keep track of this information.

In Reports, you will now also have access to a Tactic Add-on Delivery and Spend Report.

Metrics & Terminology

With the introduction of Tactic Add-Ons, it's important you take a moment to familiarize yourself with the terminology of metrics you will see in the platform and understand how these are calculated. These descriptions are also available by hovering over the metric on the Analytics and Line Items' screens.

• You will be able to see Net Add-on Spend at the Group and Tactic levels of the Analytics screen. This value will be included in Net Media Spend, Net Total Spend, Gross Media Spend, and Gross Total Spend as well.

• Net Add-on Spend will be included in the Gross and Net Pacing calculations because Gross Total Spend and Net Media Spend are used as the numerators for those formulas.

• The one value that will not include Net Add-on Spend is Net DSP Spend. Net DSP Spend will only represent Net Inventory Spend + Net Data Spend.

• There will also be KPI metrics for both instances where Add-ons are included or excluded. Any KPI metrics that begin with "Media" are inclusive of Net Add-on Spend and any KPI metrics that begin with "DSP" are exclusive of Net Add-on Spend. This will allow you to choose whether or not you want to optimize your campaigns with Add-ons considered or not.

The calculations for each of these values is as follows:

• Net DSP Spend = Net Inventory Spend + Net Data Spend

• Net Media Spend = Net Inventory Spend + Net Data Spend + Net Add-on Spend

• Net Total Spend (only Line Item and above) = Net Media Spend + Net Ad Serving Spend

• DSP Spend KPIs

• DSP eCPC = Net DSP Spend / clicks

• DSP eCPCV = Net DSP Spend / completes

• DSP eCPA = Net DSP Spend / total conversions

• DSP eCPM = Net DSP Spend / impressions * 1000

• Media Spend KPIs

• Media eCPC = Net Media Spend / clicks

• Media eCPCV = Net Media Spend / completes

• Media eCPA = Net Media Spend / total conversions

• Media eCPM = Net Media Spend / impressions * 1000

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