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  • Gabriel Ribadeneira L

Expanded location targeting


Basis' geotargeting functionality has been upgraded to include more granular locations.


No immediate action is required on your end; tactics will continue bidding.


To ensure a smooth transition to our new location taxonomy, you will see many prompts to guide you as you add and edit location targeting including the following:

  • If you edit the Country, Region, or City of a tactic that was created before January 27, 2021, you will have to re-select the locations for that tactic.

  • You can copy and paste a tactic that includes legacy location targeting. As with all other tactics, you must remove the legacy locations if you want to edit the tactic's location targeting.

  • If you choose to edit the tactic before pasting, the location targets will not carry over, and you will have to add targets using the new locations if needed.

  • Location sets that contain legacy locations cannot be added to new tactics. You must recreate old sets using the new locations.

  • Scheduled geo reports will continue to generate reports as expected. However, the Region field will be replaced by Primary Region and Secondary Region in reports with a start date after April 1, 2020.

  • No additional actions are required for current or future tactics targeting hyperlocal points, Zip/Postal/DMA codes, or geopolitical locations.


For more information about location targeting in Basis, visit our Help Center

Design Updates


Basis has a new look! The features and buttons you are used to are located in the same places with an updated design. A couple of features were moved and improved: Breadcrumbs and Campaign status.


Breadcrumbs appear to the left of the page title and are clickable, making it easy to return to a previous page. For example, when inside of a media plan, clicking the “Campaigns” breadcrumb returns you to your list of campaigns.


Campaign status is found underneath the page title and breadcrumbs. It was previously in the right-hand corner, next to the “Comments” and “Messages” buttons.

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  • Gabriel Ribadeneira L

CTV Contextual Targeting


Peer39’s contextual CTV offering is now available in Basis, giving you more data and intelligence on inventory. These segments have a CPM of $1.50 and can be found in the tactic editor, under contextual targeting: Peer39 > OTT


Benefits

  • Confidence in knowing what you’re targeting with CTV-OTT impressions

  • Avoid non-OTT content in CTV environments like mobile apps, or lower-quality content.

  • Drive efficiencies–through reduced friction, and increased speed to execute

  • Discover your audience by expanding beyond linear TV strategies and identifying new content available in CTV

  • Peer39 CTV-OTT categories are self-learning and auto-update directly into your DSP.

Segments are classified into 8 categories:

  • App Store - Apple, Google Play, Roku, etc

  • Device Platform - Laptop/Desktop, CTV (Tivo, AirTV, Apple TV, etc), Mobile, Tablet

  • OTT Service - Fubo, Hulu, IPTV, etc

  • Content-Type - Cable TV/ CHannel, Clips/Video Sharing, Movies,

  • Production Type - Professional, User Generated, Mixed, etc

  • Broadcast Type - VOD, Linear (live) TV, Unknown

  • Content Category - Auto, DIY, Entertainment, etc

  • Revenue Type - AVOD, SVOD, TVOD

CTV viewership has seen a steady incline in the US, eMarketer's 2020 video report estimates that 206.2 million people in the US viewed CTV content at least once per month in 2020 and expects this number to grow to 212.5 million in 2021. Without a question, this channel is no longer a marginal one for marketers - now, more than ever, it's imperative to incorporate CTV in your media mix. Learn more about the benefits of CTV here.

  • Gabriel Ribadeneira L

Supply Path Optimization


In 2019, the International Advertising Bureau (IAB) rolled out a strategic initiative in an effort to root out ad fraud and encourage greater transparency through the RTB supply path. With this mandate, Centro’s Supply Path Optimization strategy focuses on minimizing the number of partners it takes to deliver an ad, reducing the duplicative efforts of advertisers, and giving media buyers additional inventory controls. By operationalizing our new requirements in parallel with our ongoing enforcement of ads.txt and app-ads.txt, Centro’s actions clean, shorten, and streamline the programmatic ad ecosystem’s supply chain.


Today, media buyers have three additional controls in the Domain tab of the Tactic Editor, under Supply Path Optimization, choose:

  1. Exclude sites and apps without Ads.txt: By default, tactics bid on authorized supply paths for sites and apps that participate in Ads.txt, and any supply path for sites and apps that do not participate in Ads.txt. Enabling this option will exclude sites and apps without Ads.Txt. Learn more about Ads.txt here.

  2. Target direct publisher relationships only: Default settings allow targeting inventory with no restrictions on the number of hops and completeness of the supply chain. When enabled, the tactic will only bid on bid requests where the Supply Chain object is present, marked as complete, and contains no more than one hop.

  3. Opt-out of Supply Quality filtering: Enabling this option opts the tactic out of DSP's default supply quality filtering. This may expose your tactic to low-quality supply paths and is not recommended.

Centro's supply-chain policy enforces robust rules for receiving inventory, by which Basis doesn't accept traffic:

  • That passes through objectionable intermediaries

  • From lengthy supply chains

  • When intermediaries resell to other intermediaries

In 2020, this initiative drove Basis to directly integrate with Nexstar Digital, EMX Digital, Mediavine, Unity, ironSource, OpenWeb, as result, we:

  • Increase the number of unique impression opportunities/scale (same volume, but without duplicates)

  • Reduce middleman fees/ad tech tax

  • Have better visibility into the supply chain for fraud/quality purposes

  • Give you more integrations without an increase in hosting costs


 
 

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