The Technology behind the Screen
Data Capture
How it Works
AdXpose puts tools into media management's hands to better verify online ad placement, performance and viewership:
AdXpose digital advertising analytics solutions are delivered using patent-pending, Software as a Service (SaaS) technology. The solution captures real-time event data for every campaign impression that is appended with an AdXpose tag. The append process is implemented within the ad server environment via a macro of integrated drop-down functionality within the ad server itself. AdXpose Analytics records critical information including where the ad rendered and how it was interacted with, or protects (also known as blocking) the ad entirely from viewing due to a brand safety violation. The system is customizable so that a customer can be alerted to violations based on their own self-selected rules and criteria. AdXpose monitors every impression and the resulting event data is processed, aggregated, and then delivered to the reporting portal. The reporting portal provides a customizable tool to easily understand the actions required for improving campaign performance.
Alerting & Blocking
AdXpose's proprietary affinity crawler technology identifies ad placements that are not appropriate for brands, such as sites with adult and/or illegal content. The technology combines 3rd party crawlers and malware databases with AdXpose's own proprietary solution and data set to provide the industry leading solution.
The solution enables users to custom define a list of keywords that if found to be present on the web page, will cause the impression to be alerted and optionally blocked. With the attribution reporting for every impression AdXpose provides, users can take a proactive approach to blocking poor performing or inappropriate placements. Additionally, AdXpose also provides alerts where ads are running with limited visibility due to obfuscation through site-based use of iFrame technology.
Engagement
AdXpose Analytics captures critical engagement data –how the consumer views and interacts with the ad— for each campaign utilizing the solution.
- InView: An ad is considered to be InView when at least 75% of the ad area is in the viewable portion of the browser window. AdXpose measures initial views, as well repeated views, as ads can be scrolled in and out of view.
- Engagement: An engagement is a non-transient mouse interaction within the ad area for more than 500ms. This includes: mouse entry, hovers, clicks, and exits. Engagement results are then displayed graphically via a heatmap in the reporting portal.
Reporting
AdXpose captures real-time event data for each campaign utilizing our tracking tags based on every action occurrence. These events are then processed and analyzed nightly using proprietary algorithms, prior to upload to the reporting portal. Results for the previous days' events are available by 9am ET the following morning. Metrics are provided via the online portal and available for export either through an XML API or scheduled e-mail reports.
Implementation
AdXpose Analytics is easily implemented on digital advertising campaigns, either at the creative or the network level providing greater flexibility for the advertiser. Our solution has been integrated directly into many of the major ad servers and networks enabling advertisers to utilize our analytics on those platforms without needing to append individual ad creative. Integration at the campaign creative level is via:
- Universal append tag: AdXpose Analytics can be attached to digital ads via a universal append code, which applies a single piece of code to any ad tag.
- Pixel Integration: For creative or campaigns that do not support JavaScript, such as VAST video or inline text advertising, AdXpose Analytics can be integrated using our pixel solution.
