Contextual Insights Report

Overview

Using Contextual Insights Reports

Create a Contextual Insights Report

Overview

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 Basis Technologies 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.

Using Contextual Insights Reports

There are two primary reasons to use this report:

  1. 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.

  2. 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, such as 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 don't 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 don't 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 don't include the costs to target those segments. You shouldn't 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.

To create a Contextual Insights report:

  1. Go to Main Menu > Reports.

  2. Select Actions > Create Report.

  3. Create a new Data Segment report.

    1. For Type, select Data Segment Report.

    2. Enter a new Name if you don't want to use the default name.

    3. Enable Create Schedule if you want to create a report schedule. See Creating a Schedule Report for more information.

    4. Set the Dimensions to Tactic > Contextual Insights. See Creating a New DSP Report for more information about report options.

    5. Select the Interval.

    6. Select the Data Through period from the presets or enter a custom Start Date and End Date:

      • Previous Day: From 12:00 AM to 11:59 PM CT.
      • Previous Week: From Monday at 12:00 AM to Sunday at 11:59 PM CT.
      • Previous Month: From 12:00 AM on the first day of the last month to 11:59 PM CT on the last day of that month.
      • Last 7 days: The previous 7 days, not including today.
      • Last 14 days: The previous 14 days, not including today.
      • Last 30 days: The previous 30 days, not including today.
      • Last 45 days: The previous 45 days, not including today.
      • Last 365 days: The previous 365 days, not including today.
    7. Click Next.

    8. For Scope Selection, click Add [+] to select the tactics you want for your report, then click Next.

    9. Optional: Click Add [+] to select the conversion pixels you want to include (maximum 50), then click Create.

    10. Click Create without conversions. Check the status of your new report on the main Reports modal.

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.

Report Data

Name Example Description
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
CTR 2.08% Click-through rate
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
CTC 2 Click-through conversions
VTC 6 View-through conversions
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