Contextual Insights Report
Contextual Insights reports describe the contextual categories of the best performing audiences. Identified contextual segments can help scale your performing audiences through the content that is most relevant and engaging to them.
Contextual targeting has always been one of the more powerful tools in programmatic advertising - over 70% of all DSP customers use some form of contextual targeting in their campaigns. In the new identity landscape, as 3rd-party cookies are being phased out by major browsers, contextual targeting will become even more important. This report type is unique to Centro and uses our partnership with Peer39 to provide a full breakdown of campaign performance, mapped to Peer39's contextual segments.
Note: While we currently only provide reports using Peer39's segments, we are exploring adding new partners.
There are two primary reasons to use this report:
To report performance and delivery by the classification of the actual content that ads were placed with, which is a more relatable and manageable list than using domains.
To make optimization decisions by identifying contextual segments that you may want to target. For example, you might observe that a contextual segment you had not previously considered (for example, Home & Garden) performs especially well for your campaign's KPI. Based on this information, you can set up a campaign that directly targets "Home & Garden" to maximize performance.
Before you create a Contextual Insights report, you should have a campaign that has generated enough impressions and conversions to allow you to establish a baseline KPI. You can then filter the data in the report to identify segments that land within your target parameters.
Note: This is a report on any impressions purchased - you do not need to be using contextual targeting today to benefit from this data. You can examine your existing campaigns to discover if there are contextual segments that might deliver high performance based on their observed historical buying and how the contextual categories overlap.
There are a few important points to keep in mind as you pull Contextual Insights reports:
- Contextual Insights data is available for all DSP line items as of April 1st, 2021.
- You can select any online tactics or any offline or archived tactics that were still spending on or after April 1, 2021.
- To get actionable results, look for tactics that are spending and generating clicks, conversions, completions.
- Your tactics do not need to already target contextual categories. All contextual categories are reported for any tactic, regardless of targeting.
- The segments in the report vary depending on the inventory your campaign targets. For example, if your tactic bought mobile app supply, the Contextual Insights report only shows relevant Peer39 categories that support mobile apps. If the campaign bought Connected TV, it only shows categories that support CTV.
- You can run Contextual Insights reports as a one-time report or as scheduled reports.
- Reports are available at the tactic level.
Look at the following fields in the report to assess the performance of contextual segments:
- Number of impressions
- Number of conversions
- Video Completion Rate
- KPIs your campaigns are targeting
- Names of contextual segments with optimal performance data for future targeting
Note: You cannot add the numbers for different segments to produce a total number of impressions (or clicks, conversions) in the campaign. A page can fall into many categories, so impression counts can overlap between segments. Additionally, the estimated costs and KPIs do not include the costs to target those segments. You should not compare grand totals with tactic-level totals.
After you review the report, you can create a new tactic that targets the contextual segments with high performance numbers or add those segments to existing tactics.
Note: Using contextual segments can expose the tactic to much more content than before. We recommend using optimization features (either Machine Learning Optimization or Algorithmic Optimization) to help manage this broader exposure. See Optimization for more information.
Create a new Data Segment report and set the dimension to Tactic > Contextual Insights. See Creating a New DSP Report for more details about report options. To see a sample report, go to Contextual Insights - Sample Report.
Note: Contextual Insights data is available for all DSP campaigns as of April 1st, 2021. If you're using offline or archived tactics, they must have been spending on or after April 1, 2021.
|Segment Name||Peer39 > Personal Finance||The name of the contextual segment|
|Imps. Won||774||Total number of impressions won|
|Clicks||8||Total number of clicks|
|Total eCPM||$21.75||Total effective cost per thousand impressions|
|Total eCPC||$1.04||Total effective cost per click|
|Total eCPA||$2.74||Total effective cost per acquisition|
|Total Conversions||8||All click-through and view-through conversions|
|Click CVR||65.38%||Click-through conversion rate - the proportion of people who converted after clicking an ad, calculated by this formula: CTC / Clicks|
|View CVR||88.51%||View-through conversion rate - the proportion of people who converted after viewing an ad, calculated by this formula: VTC / Clicks|
|Total CVRM||302.72%||Total conversion rate per thousand impressions|
|CTC Revenue||$15.00||Total revenue from click-through conversions|
|VTC Revenue||$25.00||Total revenue from view-through conversions|
|Total Revenue||$40.00||CTC Revenue + VTC Revenue|
|Media Spend||$1.98||Amount spent on media|
|Data Spend||$0.11||Amount spent on data|
|Total Spend||$2.09||Media spend + Data spend|
|Audio/Video Starts||100||Number of times the audio or video ad began to play.|
|25% Complete||99||Number of audio or video impressions that reached the first quartile marker|
|50% Complete||60||Number of audio or video impressions that reached the second quartile marker|
|75% Complete||45||Number of audio or video impressions that reached the third quartile marker|
|Completion Rate||25||Number of audio or video impressions that reached the fourth quartile marker (i.e. viewed to completion)|
|eCPCV||$1.01||Effective cost per view|