Do's and dont's when using AudienceData
How to document the accuracy?
Why introduce segments with different affinities?
Using targeting with the right conditioning
How to access data AudienceData segments in Adform
How to find AudienceData in MediaMath DMP
How to find segments in BidTheatre
How to find segments in Display & Video 360
Methodology and precision
The distinction between campaign impression profile and impressions in target group
What is deterministic data?
What is probabilistic data?
Accessing targeted data with DFP Audience sync
AdForm publisher integration instructions
How to find data usage information in Google 360 for Publishers former DFP
How to report on AudienceProject segment usage in DFP
Inventory available for realtime targeting in DFP
Sending targeting key values to AdManager
How to create your first audience
How to create your first seed
Case 1: Selecting a customer file
Case 2: Selecting an Amazon S3 file
Case 3: Selecting survey data from UserReport
Creating a seed
What is AudienceHub?
The new generation of AudienceReport
Agencies: managing user access for connected accounts
FAQ: Disconnecting accounts
How to add new clients
How to connect my account to my client's or agency's account
How to disconnect accounts
How to manage access to my accounts
What is the 2-step verification and how does it work?
How is addressable TV measured?
What are the available addressable TV device types?
What is addressable TV?
What is the addressable TV measurement availability?
Getting Started with Pixels
How do URL-Parameters work?
How to add parameters to AudienceReport pixel
How to check if your pixel is firing?
How to create a pixel?
What is a CACHE-Buster and why do we need it?
What is a tracking pixel?
What is the purpose of a t-code?
Setting up Pixels
How to setup measurement in Adform buy-side (Adform flow)
Implementing pixels in Campaign Manager
Implementing pixels in Display & Video 360
The GDPR parameters
SSL - Compliance
Creating and Sharing reports
How to add and export tracking pixels to your reporting items
How to add custom report items
How to duplicate a report
How to export your report
How to share your report with your client
How to understand your report
How to understand your report - Dashboard
How to understand your report - Profile
How to understand your report - Reach
How to use an exported pixel
Recalculation of reports
Getting Started with Reports
The original AudienceReport
Activating Addressable TV measurement
Addressable TV measurement availability
Available Addressable TV device types
How Addressable TV is measured
How to get the Addressable TV measurement tool in AudienceReport
Impact on sample size and frequency
Reporting of Addressable TV campaign
Sharing Addressable TV measurement numbers with TechEdge
What is Addressable TV?
Adserver - Adform
Adserver - VideoPlaza
Double Click DCM Adserver
Extented Sizmek Asia-guide
How to implement creative wrapper in Ad Manager
Programmatic Publisher Ad Server - Adform PPAS
Setting-up video measurement in Google Ad Manager
Sizmek Ad Suite Tracking
Implementing AudienceReport tracking pixels in Webspectators
Brand Lift Studies
Brand Lift Video Studies
Is my cache-buster working?
What is a cache-buster?
Which cache buster shall I use for my ad server?
Why do we need a cache-buster?
Adding tracking points / pixels to your project
Applying filters to your data
Change your target group or report period
Creating your first project
How to merge projects
How your data will change when applying filters
Activating your Customer Segments 3.0
Available Custom Segments
Custom Segments 3.0
Custom Segments and Sample Size
Reach, Coverage and Segments Availability
What are Custom Segments?
Adding tracking points / pixels with event tracking to your project
Event tracking in various adservers
Implementing click trackers
In-view tracking of inlined content
Understanding Event Tracking
What is Event Tracking?
Connect your Facebook Business Manager account to AudienceReport
Connect your Google Ads account to AudienceReport
Connect your Google Display & Video 360 account to AudienceReport
How are data integrated?
How to create an Integrated Report
To-do list before creating an Integrated Report
Understanding your Integrated Report
What is an Integrated Report?
Adform integration set-up
Automatic tracking of DFP campaigns
Google Campaign Manager Integration
Integrate AudienceReport and Techedge AxM (AdvantEdge Cross Media)
How Transparency is measured
How Viewability is measured
How the Overall Quality Score is calculated
Viewability tracking using AudienceReport measurement script
What is Quality?
What is a good Quality score?
What is a hidden referrer or a generic referrer?
What is the difference between no referrer and other referrers (in the tracking point violations table)?
When is a tracking point considered to be violating Geo Compliance/Transparency/Viewability?
Why can’t I drill down on some countries to see in which regions my impressions are loaded?
Why is my overall score not that bad when almost all my impressions are of low quality?
Why is there a discrepancy between the impression count in the Quality tab and the rest of the report while my campaign is running?
Will my viewability score of 0.0 affect the overall Quality score if I didn’t implement in-view tracking?
Customized PDF reports
Deeper Insights with Campaign Audience Measurement
Exporting your report
How to search for your project
Introducing the common affinity profile
Managing your projects with labels
Tired of clicks and imps?
Understanding your project
Can I change the phone number I chose for the two-step verification process?
Getting started with AudienceReport API
How do URL-parameters work?
How often will I be asked to log in through the two-step verification process?
How to track traffic by device type
If you accidentally delete pixels from your project
The procedure to enable the two-step verification
What if I lose my phone and cannot access my account?
Upgrade to the new generation of AudienceReport
Installing UserReport and setting up your media sections
Defining your website in the media section
General Account Information
Installing UserReport on your website or app
Reach and Coverage of Custom Segments
Target Audience verified by Kits
The technology behind Kits
What are Kits?
Working with Kits
The feedback widget
Activate the Feedback widget
Adding context information to ideas and bugs
Customize Feedback widget buttons and links
Customize color, text and position of the Feedback widget
Disabling the Feedback widget on specific devices
Get direct link to the Feedback widget or manually display it
How to activate your Feedback widget
How to change the status of an idea or add a comment
How to disable the "report a bug" feature
Is the Feedback Forum available in my language?
Pre-populating username and email
What is the Feedback widget?
The feedback report
The survey widget
Activate Email Collect
Activate Net Promoter Score ®
Activate the Survey widget and create your questions
Chained questions and how they work
Controlling invitation frequency when using UserReport script and Google Tag Manager
How many questions can be added?
How many surveys answers do I need?
How to add questions to your survey
How to customise you survey widget
How to deactivate and delete your survey questions
How to show or hide results from users
Is UserReport 100% free?
Is the UserReport survey widget available in my language?
Managing invitation rules through Ad-server
Preview your survey
Respecting the user
User invitation to UserReport survey and the quarantine system
Who pays for the prizes in the survey?
Will UserReport slow down my website? Is it affected by popup blockers?
The Google Analytics Integration
The survey reports
Accessing Newsletter signups using API
- All Categories
- Data Introduction
- What is deterministic data?
What is deterministic data?
Deterministic data: Information about people that is known for sure
Deterministic data consists of digital facts about people that we trust are 100% true. Crucially, these facts will never change and the probability that they are true will always be 100%, thus, they provide a solid foundation for a multitude of applications in online marketing. For example, if we know from a reliable source that a person was a 20-year-old female last year then that will always be true. We can even be clever and deduce that this year the person is a 21-year-old female. Knowing a person’s true age and gender is certainly of high relevance to online marketeers. Going beyond basic demographic information, deterministic data can take infinitely many forms, such as a person's interests, friends, geographical whereabouts etc. In practice, all these facts are linked to something that identifies a person, such as an email address or a cookie ID, which then becomes the real lingua franca of the online marketing industry.
Why is it important to have deterministic data? In a nutshell, deterministic data forms a “ground truth” about users that is both useful on its own and has many important downstream applications in online marketing. On its own, we can use deterministic data to create granular custom segments. For example, we can create a segment of people, who we know, share an interest in golf. Now, we could go ahead and target these golf enthusiasts with relevant online campaigns. The more deterministic data we have, the larger segments we can create.
Another use case for deterministic data is campaign validation. Let’s look at this use case in more detail. After a campaign has ran its course, online marketeers may ask themselves whether the campaign was successful. Was it able to reach its intended audience? What was the ratio of hits to misses? How did the campaign perform with respect to the target group on individual publisher websites? All these questions can be answered if we have deterministic data for a sufficiently large subset of the exposed users.
Finally, prediction is yet another important use case for deterministic data. Prediction involves making educated guesses about a user property that we do not know a priori. For example, we might try to guess the age, gender or interests of a user in order to create probabilistic segments. Prediction is great and a necessity, but it is also a source of inaccuracy. The more deterministic data (stuff you know) you have as a training set for your algorithms, the higher combination of accuracy and reach can theoretically be achieved, leading to more impressions you will deliver on target. After you train a probabilistic model, you also need to validate if the model was successful or whether it requires more tweaking. In other words, you can have all the behavioural data the internet has to offer, but without a solid base of deterministic data you are unlikely to deliver precision in your predictions. Many publishers will nod in disappointment to this, as they have experienced how their data products/partners were unable to help their business in the way they expected. Without a large volume of deterministic data to validate your model up against, you are flying blind. This is why trying to predict audience segments based on behavioural data alone or small pools of first party user data (e.g. 1000 user surveys) makes it very hard to generate reach without compromising on precision.
You may ask yourself where all this deterministic data comes from? The answer is that deterministic data comes from a multitude of sources, which includes online questionnaires, e-commerce sites, and social media. For example, web sites frequently ask their users to fill out questionnaires with details about their satisfaction level along with demographic information. E-commerce sites collect facts about people over time, such as the items they have bought and their shipping details. Social media encourage people to share facts, i.e. deterministic data, about themselves, such as their interests, employment history, and education level. All this data flows into a pipeline of deterministic data that is exchanged between different platforms on the internet, either directly or via services that are derived from the data. Crucially, we must remain critical of the sources from which deterministic data is gathered, since we promote this data to the level of digital facts about people with big consequences for targeting, campaign validation, and algorithmic segment creation.
In conclusion, deterministic data forms the valuable “ground truth” about the online population, which all other applications in online marketing are based on, that is unless we are willing to guess at random. While deterministic data offers value on its own, e.g as the basis for granular custom segments, it also forms the foundation for applications such as campaign validation and probabilistic segments, which potentially offer much bigger reach than deterministic segments. We gather deterministic data from a multitude of reliable online platforms that range from e-commerce sites to social media and questionnaires. We help publishers and agencies validate campaigns, create custom segments and predict with precision by providing high quality deterministic data panels.