Using a Media DCR as a publisher

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This is the flow if your user has been assigned to the publisher role in the Creating Media DCR step.

Connect Data - The DATA tab

To use a Media DCR, make available your data lab containing your user profiles to the Media DCR. In the DATA tab, click on 'provision data lab' and select a compatible one.

The data labs are prepared in the publisher portal as a combination of all the relevant datasets to support media use-cases. Please speak to your customer success representative or contact support@decentriq.com for more information on how to access the platform as a publisher and get ready to collaborate with advertisers.

Gain Insights - The INSIGHTS tab

The insights are available if the module Insights was enabled in this Media DCR creation. Both advertiser and publsiher has access to the INSIGHTS tab.

As soon as data is available from both publisher and advertiser, the insights computation will automatically start. This process may take up to 40 minutes, depending on the amount of data. The result is a dashboard that displays customised analytics, designed to help you understand how publisher segments relate to your first party data.

There are 4 views:

1. Basic: a quick overview of the match rate, demographic overlap, and top segments.
2. Detailed: a deeper view, showing how demographics and segments interact in combination with each other.
3. Comparison: a side-by-side view of different advertiser audiences, so you can see how one compares to another.
4. Explorer: a custom data visualization engine that allows you to look at different slices of data along different axes using dropdowns.

The insights can be used for:

• Planning the campaign: higher effectiveness by understanding the audience segments and their demographics.
• Creating captivating and targeted creatives: by getting valuable insights into the audience's preferences and interests, it enables the design of compelling and highly relevant creative content.
• Picking the right inventory: advertisers can make informed decisions about selecting the most suitable inventory for their campaign.
• Verifying the campaign briefing: ensure that the campaign briefing aligns with the target audience and objectives.
• Planning contextual campaigns: identify relevant contexts and environments where the campaign can be most effective.
• Learning about your advertiser's customer base: get valuable information about the advertiser's own customer base, and a better understanding their behavior and preferences.
• Benchmarking the ex-post results: advertisers can compare the actual campaign results with the insights from this dashboard to evaluate the effectiveness of their strategies and make improvements.
• Benchmarking the attribution results: assess the attribution of conversions and measure the impact of the campaign on various metrics.

By leveraging the insights provided in this dashboard, advertisers can optimize their campaigns, improve targeting, and achieve better results.

A few points to note:

• The insights are calculated based on the overlap between the advertiser customer list and the publisher audience.
• A small overlap ratio does not necessarily mean that the publisher audience is not relevant to the advertiser. It just means that the insights are based on a smaller sample size. By running a Lookalike model, the advertiser can expand the audience to include more relevant individuals.
• If there are not enough users in the overlap (less than 150 users) it is probable that there was an issue with the matching ID. Please check again that the ID is the one agreed between publisher and advertiser, and if hashing was required that it has been applied as expected.
• Affinity ratio is used in several metrics. It is calculated as the ratio of "Share in overlap" to "Share in publisher audience". The higher the affinity ratio, the more likely an individual in the advertiser segment is interested in the advertiser's product compared to a random individual in the addressable publisher audience.
• The segments and demographics are strictly related to the publisher inside the Media DCR. The results are custom for each collaboration, therefore it is not intended to be used in a different context.
• Decentriq consults with publishers to increase data quality and ensure consistency, aiming to provide the best results possible.
• Privacy filtering is applied to the data to ensure that no individual user can be identified. This is done by aggregating the data and only showing insights that are statistically relevant.

If the Show absolute audience sizes setting was disabled for the insights, the charts will only show relative values. Some publishers might choose not to show absolute values to advertisers for privacy reasons.

Exporting Audiences - The ACTIVATION tab

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This tab can only be seen if either Remarketing or Lookalike were enabled during the Media DCR creation.

Once the advertiser has decided which audiences to activate, they can click on Make available to the publisher on one or more of them. The audiences will be ready to be exported and activated in your DMP or SSP. the audience is a unique ID list, and it is meant to be compatible with your systems.