Smadex takes brand safety very seriously: this is reflected in our platform, by giving advertisers full transparency into bid-stream level data via real-time reporting and with our partnership with Integral Ad Science (IAS).
We are excited to announce our pre-bid solution using IAS for viewability, brand safety and fraud. Pre-bid is an industry best practice approach that’s now widely accepted. For example, it predicts viewability in real-time before spending on an ad placement. The technology for pre-bid is provided by independent third party vendors like IAS, that make sure an ad is seen or placed in a safe environment.
Benefits of pre-bid
An important point to note is that the benefits of pre-bid are maximised when combined with programmatic; real-time decisioning, transparency of placements, more viewable ads, increased campaign performance, efficiency and effectiveness and overall higher quality campaigns.
Give the current industry concerns about viewabilty, brand safety and fraud, pre-bid provides a level of guarantee about ad placements. Ad spaces are only bid on and served if the ad inventory meets the specific conditions set by the advertisers in the pre-bid filtering.
How does pre-bid work
Advertisers must specify their pre-bid requirements upfront: viewability thresholds up to 70%, brand safety exclusions, suspicious activity levels, contextual targeting and languages. Some of these filters can be combined together such as viewability plus brand safety.
Advertisers can play with the IAS pre-bid solution by clicking on the Audiences > Prebid audiences in the global navigation. Reports are generated and available via the Smadex IAS account and our operations team will be able to send advertisers regular reports on campaign activity.
One of the recognised downsides and trade-offs that advertisers need to make when considering using pre-bid is the impact on campaign delivery. This trade-off can be managed by changing thresholds such as viewability levels. Another point to note is that there are limitations with pre-bid and in-app advertising; the in-app versus mobile web pre-bid options are visible in the platform and advertisers.
Screenshot of the pre-bid interface in the Smadex platform
For more information about running your campaigns using pre-bid contact sales[at]smadex[dot]com.