Global Delivery Management - New Segment Type

Summary

Today, marketers execute cross-channel campaigns with the goal of extending reach as well as to maximize ROI for their businesses. Managing cross-channel campaigns can be a difficult endeavor  especially when the same audiences can navigate through different channels that marketers are targeting adverts through. If the same adverts are shown to the same audiences multiple times then this can cause a few detrimental effects such has negative sentiment towards your brand and over-delivering your adverts, which will decrease your profit margins and ROI. In order to avoid such negative effects, marketers need a way to control how many times an audience sees an advert or in other words, frequency, at the global level so that they can allocate ineffective long-tail impressions to the sweet spot of frequency where users are most likely to convert, and plug that money back into the short tail, where marketers get deduplicated reach.

Global Delivery Segment Type

In order to help our marketers manage global, cross-channel frequency, we are introducing a new segment type called, Global Delivery that can be accessed in the New Segment screen in Konsole. By launching Global Delivery segments, marketers can easily manage, categorize, and activate these segments to activation partners with the goal of managing and controlling frequency at a global scale via an intuitive and beautiful user interface. Note: Salesforce DMP will not suppress users for the marketer as this is the responsibility of the activation partners.

Build Global Delivery Segment

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Campaign Frequency Suppression Rules

Marketers may want to suppress users that have already been targeted through previous marketing campaigns. Marketers can achieve this by selecting campaigns from the adimpression.gif pixel or DT 2.0. The frequency type, either impressions or clicks, can be selected as well as the recency in order to fine tune suppression rules. Each campaign that is selected will have the frequency type and recency applied.

To give you an example, lets say:

The campaigns selected are:

Adimpression.gif Campaign DT 2.0 Campaign
Summer Sale Campaign  
Black Friday Campaign  
  50% Off Shoes Campaign

 

The frequency type and frequency cap are:

Frequency Type Frequency Cap
Impressions Minimum Frequency:1 
Over Recent Days: 90

 

The resulting rule constructed would be:

Adimpression.gif Campaign DT 2.0 Campaign Frequency Type Frequency Cap
Summer Sale Campaign   Impressions Minimum Frequency:1 
Over Recent Days: 90
Black Friday Campaign   Impressions Minimum Frequency:1 
Over Recent Days: 90
  50% Off Shoes Campaign Impressions Minimum Frequency:1 
Over Recent Days: 90

As you can see, the frequency type and frequency cap are applied to every campaign that is selected. In other words, the frequency type and frequency cap settings are not applied as one setting across all campaigns selected.

Suppress Non-human Traffic

Within the Global Delivery segment, we support an option to suppress non-human traffic. This option to suppress non-human traffic is only available to customers who have this feature enabled through Comscore working in conjunction with Salesforce DMP. The way this works is that our platform detects whether a customer has this option enabled and thereafter creates one platform segment that contains all non-human traffic. When the marketer turns this toggle on when creating a Global Delivery segment, we automatically find the platform segment for non-human traffic and include it in the resulting segment rule with an OR operator.

Additional Rules

When a marketer does not utilize adimpression.gif campaigns or DT2.0 campaigns and have different use cases to satisfy such as suppressing users who have converted, then they can turn on the Additional Rules toggle to construct a rule that best fit their use cases. Additionally, if the marketer has selected either adimpression.gif or DT2.0 campaigns and configured the frequency type and frequency cap from the Campaign Frequency Suppression Rules section, the marketer can see the resulting rules that would be constructed when they turn on the Additional Rules toggle.

In the first version, only 1st Party > Events and 1st Party > Segments will be supported. In future versions, there will be additional options that can be selected.

Partner Management > Manage Accounts > Additional Account Details

When a Global Delivery segment is created an activated to an activation partner, you will now be able to see the segment detail in the Partner Management > Manage Accounts > Additional Account Details section. You will be able to see details regarding the segment that you want to suppress. The following details can be seen:

  • Sent Status
  • ID
  • Segment Name
  • Segment Population
  • Mobile IDFA
  • Safari
  • Matchable Population
  • Segment Match Rate
  • Matched Population
  • Sent Population

Also, there will be an icon that indicates that the segment is a Global Delivery segment: 

 

 

 

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1 Comments

  • Avatar
    Jason Ott

    Does this de-dupe between impressions captured in both DT20 logs and by the impression.gif pixel, or would those be double counted.

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