12 - Insertions: follow up

Overview

Overview

With the Insertion follow-up, you can monitor the delivery behavior of insertions. For instance, you can see if an insertion may not meet its impression goal.

Applying filters

Generating insertion lists

You can apply filters to generate a list of insertions. For instance, you can get a list of insertions, which are:

  • currently online (1)
  • currently late - they deliver less than expected (2)
  • end within the next 5 days (3)

List of insertions

The list of insertions contains all insertions which match the applied filters.

Delivery column

Progress bar - general view

The delivery column illustrates delivered volume vs. booked volume (impressions, clicks, grouped volumes etc.). For instance, if you booked 100,000 impressions and your insertion has delivered 20,000 impressions until now, then the progress bar is at 20%.

Progress bar - detailed view

On mouse over, the progress bar displays additional information:

  • a hashed bar (1) - the volume expected to be delivered at the end of the insertion's lifetime (calculated by the forecast), this information is echoed in the forecast column (4)
  • a cursor (2) - the position indicates the ideal (desired) delivery as calculated by the delivery control algorithm (see Note Cursor vs. Trend below)
  • a trend column (3) showing the current delivery trend (see Note Cursor vs. Trend below)
  • a black tooltip (5) with explanations and percentages

Cursor vs. Trend

Both the cursor (2) and the trend (3) illustrate, to which degree the insertion is late. However, the trend (arrow) shows short term tendencies, while the cursor reflects the overall situation (entire insertion lifetime).

Example for illustration:
Assume you remove many placements from our insertion. This causes an instant decline in traffic (insertion becomes late).
You check the insertion 10 hours later. The trend indicator has probably turned red already, while you may see the gap between the cursor (ideal delivery) and the blue bar only 2 days later.

Insertions without delivery control

Insertions without delivery control are insertions on the priority levels Exclusive and Non-guaranteed (Complement). Such insertions support a minimum/maximum volume, displayed as Volume Max / Volume min with a green bar.

The Volume Max / Volume Min values for insertions without delivery control is not a target volume. The delivery control algorithm (which controls delivery only for High, Normal and Low insertions) is not involved. More about Insertion priorities here.

Insertions without volume

Insertions without delivery control (priority levels Exclusive and Non-guaranteed (Complement)) and without minimum/maximum volume are displayed as No volume booked.

Trend column

The Trend column's indicator is calculated using the formula:

Its ideal value is 100%. The arrow indicator has 3 states:

Icon color Value
green > 90%
orange 70% - 90%
red 0% - 70%

The Trend column displays the delivery rate since the last time the insertion has been put online.

This is important since you may have changed the insertion's parameters (targeting criteria, capping etc.) before putting it online again. Then, you need to check if delivery still behaves as desired.

The Delivery state "Late" (see above: Applying filters) filters insertions where the indicator is orange or red.

Forecast column

The Forecast column's icons indicate the likelihood that the given insertion will reach its booked volume.

Icon color Description
green insertion will reach between 98% and 100% of its volume (Note: the thumb turns green at 98% already in order to avoid "false alarms"; this is done because the forecast's level of precision is rarely better than 2% anyway)
orange insertion will reach between 80% and 98% of its volume
red insertion is seriously under-delivering; it will reach less than 80 % percent of its volume

Mouse over the icons to see a tooltip providing the absolute numbers.

Interpreting the indicators

For insertion follow-up, Smart AdServer recommends focusing on the forecast indicator (thumb). It is the best indicator for this purpose.

Trend green, forecast green

The insertion delivers according to its plan. It will deliver its booked volume if there are no major changes to the parameters of competing insertions.

Trend red, forecast green

The insertion is currently late. However, it will catch up if there are no major changes to the parameters of competing insertions.

Typically, this situation occurs if a competing insertion occupies a big part of the inventory for a few days but will stop soon and will free up inventory for your insertion.

Trend green, forecast red

The insertion delivers according to its plan. It will not deliver its booked volume if parameters of competing insertions are not changed to free up inventory.

This situation typically occurs if another insertion hasn't started yet and will soon occupy a big part of the inventory of your insertion. This is what is referred to as overbooking.

A red thumb should be considered as a call to action (ignoring it means that under-delivery will result). You should check the situation and adapt competing insertions or change your insertion's parameters.

Trend red, forecast red

The insertion is currently late. If competing insertions are not changed to free up inventory, it will not deliver its booked volume. This is what is referred to as overbooking.

A red thumb should be considered as a call to action (ignoring it means that under-delivery will result). You should check the situation and adapt competing insertions or change your insertion's parameters.

Next step: 13 - Reports

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