Bucksense Returns from DMEXCO 2018


The curtain falls on DMEXCO 2018!

We had a whale of time in Cologne, meeting our clients and dearest partners, and sharing our vision on the ad tech world. The motto this year was Take C.A.R.E. standing for CuriosityActionResponsibility and Experience. The aim was to arouse curiosity, raise awareness for change and appeal for industry responsibility given the current consumer uncertainty.

We had truly appreciated the key themes revolving around DMEXCO 2018: voice tech, GDPR and machine learning dominated the German event this year.

DMEXCO, which gathers more than 40,000 people every year, represents the meeting point for brands, marketers and agencies, as well as digital businesses and tech pioneers, who intend to keep on struggling to help the industry build new technological standards, insisting upon shared goals and bringing their technology to turn the digital marketing into a transparent world addressed to protect the consumers’ privacy.

However, it did feel different this year: forget about the ‘melting pot’ which usually characterizes the Europe’s biggest annual digital marketing conference, DMEXCO 2018 was more local than ever.

Another peculiarity was the distinct lack of brands and agencies. As ISBA’s director of media, Steve Chester, said, DMEXCO has not been seen as being directly relevant to brands in the past. However, as relationships with ad tech businesses keep on evolving, brands will seek to create direct relationship with ad tech suppliers, with the purpose to gain more transparency and control of their media supply chain.

And that’s all, dear marketers! We want to extend a massive thank you to all who stopped by to personally meet with us!

We are dying to see you next year at DMEXCO!

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Bucksense Update: Get to Know the Latest Version of our Platform


Craving for something new? Here it is!

Several new features have been just rolled out to improve and update the Bucksense console:

NEW OFFER SETTINGS

A way more dynamic offer section has just landed in our console! Bucksense allows marketers to set up and track mobile and desktop campaigns. Defining the type of offer (web, mobile web or web responsive) not only helps you to classify it, but also determines the specific campaign settings that are directly tied to the offer type you have chosen.

Thanks to the brand-new settings, you are allowed to check all the Campaigns connected to it, and quickly edit your preferences.

And that’s not all! Take control over your offers by setting a cap (daily or total) for Impressions, Clicks and Budget, and by specifying the Time Zone, start date and end date.

Willing to make use of the new offer settings like a pro? So take a look at our wikipage.

NEW REAL TIME REPORTS MENU AND FEATURES

Real Time Reports Menu has a fresh new look, and it has been split up into 4 different categories: Analyze Campaigns, User Insight, Inventory Insight and Scale and Optimize.  Each of them will provide you with extremely useful data, which will help you to optimize your campaigns basing on the best performing variables and channels.

Want to get a more in-depth explanation? So take a look here

What’s new in the report does not end there!

You will now able to edit the Offer and Campaign settings directly from the report. All you have to do is select “Offer” or “Campaign” as type of report, and you will get a detailed overview which displays the settings you have previously entered.

For more information, read here

Helping you to blow past your programmatic goals is all that matters!

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DMEXCO 2018 is calling! Let’s have a blast together!


DMEXCO is right under our noses!

On 12-13 September, the coolest programmatic team will land in Cologne to take part in DMEXCO 2018, the cherry on top of all the European digital marketing events.

The engine of the digital economy is the technology used to deliver finished digital services to businesses and consumers. Connected devices, broadband infrastructure, cloud software, internet-based services, the societal benefits that this technology delivers are endless. Unfortunately, it is nearly impossible that anyone involved in the making or consumption of marketing is totally happy with it.

However, Bucksense intends to keep on struggling to help the industry build new technological standards, insisting upon shared goals and bringing our technology  to turn the digital marketing into a transparent world addressed to protect the consumers’ privacy.

Let’s meet and make it possible!

Send us an email at info@bucksense.com,  and we will connect you to a member of our team.

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Meet the Bucksense team at Cannes Lions 2018


Team Bucksense is on the move again!

From June 18th to 22th we will be attending Cannes Lions 2018, the world’s biggest festival and awards for the creative and marketing communications, entertainment, design and tech industries.

We look forward to connecting with you all and taking a deeper dive into how Bucksense can improve your ROI!

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Cristian Carnevale’s interview on The Daily Net

 


Bucksense makes news!

Our CEO Cristian Carnevale has been recently interviewed by  a prestigious Italian magazine, The Daily Net. The topics touched upon include Responsive ads, Optimization rules, in-ad user interaction, transparency, and Bucksense’s new market frontiers.

Carnevale focuses on recently released Responsive ads, which base on user’s engagement. By getting the user involved, the advertiser is able to collect the most advanced audience insights.

Besides, the Bucksense CEO puts the stress on a new generation of creativity, which lets the user interact with the banner, choose the product, opt-out if he is not interested in that type of ad, etc. This aims to build a relationship of trust between the brand and the client.

Curious to know more about the way Bucksense conceives the programmatic media buying?

Read the all interview in Italian here below   

Intervista Bucksense_DailyNet_11giu18

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Our path to GDPR compliance

 


The European Union has taken a big step forward in protecting the fundamental right to privacy for every EU resident with the General Data Protection Regulation (GDPR). In a nutshell, EU residents will now have to give explicit consent to treat their own personal data.

Any company that stores or processes personal information about EU citizens within EU states must comply with GDPR. However, it does not cover internet cookies, device fingerprinting and other similar technologies, since they will be treated in the ePrivacy Regulation.

By replacing the outdated EU’s Data Protection Directive, GDPR enhances the right to information, an the right to be forgotten.

 

With +350 brands and agencies worldwide relying on Bucksense’s platform worldwide, we respect users’ privacy and are committed to establishing responsible business and data practices. Our Terms of Use are governed by our Privacy Policies, and by the Data Processing Agreement (“DPA”), when the Service foresees in any way the processing of data of any end user located in the European Union, of whom the privacy all involved parties undertake to respect.

Our Privacy Policy provides you with insights into what data we collect, how we use it, and how you can control your information. By continuing to use Bucksense, you agree to these new terms of service which will be effective from May 25, 2018.

We strongly support industry initiatives to improve consumer trust and transparency and are a registered global vendor for IAB Transparency and Consent Framework.

 

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Meet Bucksense at Programmatic Pioneers Summit 2018

 


The countdown is finally over! Team Bucksense has just landed in London for Programmatic Pioneers Summit 2018!

We are thrilled to announce that tomorrow our CEO Cristian Carnevale will mediate a panel discussion revolving around the “brand safety” hot topic.

Since programmatic fraud and malicious behaviour have significantly increased, Bucksense has adopted a cutting-edge in-house prevention system. Every day we test our tools against different types of ad fraud (e.g. ad stacking, malware traffic, quality spoofing, false impression enrichment) and they are turning out to be efficient. Every time we bid, serve the impression, track the click, and eventually follow the user to the conversion path, we are able to collect user data. Collecting all the user data on each point and connecting all the action points in one unique funnel is the base of this verification process. The data is often used to track conversions but it is rarely used to verify if the traffic is legit. Cross-referring all these points often shows a good double digit presence of fraud activity.

Bucksense fully automates the impression analysis and vetting to provide a valid service. Placements quality and consistency over the entire customer funnel are constantly checked from our system that autonomously take the decision to block a placement if something looks wrong.

With its Self-Serve, Open API, and Whitelabel solutions, our DSP offers marketers control over media buying: from full spend and placement transparency to the most advanced campaign management functions,

Want to know more about all this and more? Join our team of experts at Hilton London Canary Wharf!

See you there!

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Meet Bucksense at Festival of Media Global 2018!

 


From May 13th to 15th, Team Bucksense will touch down in Rome for the Festival of Media Global 2018.

 

2018 has already been an exciting year for us and we can’t wait to meet up and discuss some of our newest platform features such as Bulk Upload, Optimization rules etc.

Gaining more information concerning the user, integrating data coming from different sources and delivering a custom-tailored experience will constitute the beginning of a new era of programmatic, where data mixes with creativity.

Bucksense celebrates this new “Golden era” by rolling out the so-called Responsive Ads. Instead of aiming at gaining more clicks, Responsive use the power of Rich Media to allow users to interact with the ads and the audiences of the campaigns. Ads do not have one unique goal but there is a series of infinite paths that users can take to pick a product, change preferences, set reminders etc.

Bucksense’s Responsive campaigns stand out for focusing on targeting the right customers at the right time, thanks to the combination of in-ad user interactions and our programmatic optimization algorithm, providing advertisers with more informative and accurate audience insight data.

These recently conceived ad formats mainly focus on enhancing transparency, viewability and brand safety, due to the upcoming GDPR release. They let users decide how long their data will be stored in our database, totally complying with the right to be forgotten. Besides, they are fully customizable according to the customers’ business needs.

Curious to know how you can offer your clients a transparent and customised experience at the same time? Join us at Rome Cavalieri on 13-15 May and let’s discover it together! We look forward to connecting and seeing how we can exceed your programmatic marketing needs!

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Enhancing trasparency with ads.txt files

 


As everyone knows, IAB has recently launched ads.txt, a text file whose mission is preventing unauthorized inventory sales. By creating a public record of Authorized Digital Sellers, ads.txt files aim to improve TRANSPARENCY in the digital programmatic supply chain.

When buying media programmatically, brand advertisers rely on the fact that the URLs they purchase were legitimately sold by those publishers. Nevertheless, the buyer still has no chance to know who is responsible for selling those impressions across ad exchanges.

While every impression already includes publisher information from the OpenRTB protocol, there is no record confirming:

  • who owns each Publisher.ID
  • the validity of the information sent in the RTB bid request.

This encourages the counterfeit inventory.

How do ads.txt files work?

Publishers create and upload their own ads.txt files to their website servers, to certify which ad exchange is authorized to sell their inventory. Inside the ads.txt file must be clearly listed all the exchanges that can legitimately sell the inventory of that publisher (website). The info necessary to identify a specific seller/retailer account within a given SSP are inserted in each line of the ads.txt file. Programmatic platforms also integrate with the ads.txt files to confirm which exchange is authorized to sell a specific inventory.

At Bucksense we are committed to providing a transparent safe market that our advertisers look for. We want to create a better advertising experience for everyone. By providing you with this solution, you prevent unauthorized impressions in your programmatic transactions.

What is included in an ads.txt file?

An ads.txt file contains a line for each authorized seller and each line includes up to four fields:

  • FIELD #1   Domain name of the advertising system   This field identifies the advertising system (e.g. SSP, Exchange)
  • FIELD #2  Seller account ID   This field contains the ID associated with the seller account within the advertising system
  • FIELD #3  Type of account/relationship   This field indicates the type of relationship: “Direct” indicates that the publisher directly controls the account /  “Reseller” indicates that the publisher has authorized another entity to control the account
  • FIELD #4  Certification authority ID   This field indicates the TAGID (Trustworthy Accountability Group ID), which identifies the advertising system.

Here is an example of ads.txt file:

google.com, pub-4177862836555934, DIRECT

Ads.txt compliance in US

According to Bucksense’s US based analysis, the majority of domains complies with ads.txt file project:

Besides, the variety of SSP is surprising: we have found 539 unique SSP inside the ads.txt. Looking at the single domains, ads.txt files show an interesting variety of SSP.

In addition to showing a good variety, a lot of top SSP are heavily present :

  • 95% of publishers analysed have Google as partner (87%  of whom are direct).

In spite of the heavy presence, Google is not a monopolist:

  • 93% of domains have other SSPs (e.g. Appnexus and Rubicon).

Once we look at the content of ads.txt files, the compliancy is pretty high:

  • 99.5% of publishers who have Google as SSP support ads.txt.

Bucksense stands for TRANSPARENCY in the digital programmatic supply chain and that is why we strongly encourage all of publishers to implement ads.txt on their domains.

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Target your ad campaigns with our creative attributes


After releasing the new Navigation Menu, Bucksense is back with a fresh innovation.

Creative Attributes allow you to add specific targeting details to individual creatives. This flexibility allows you to overwrite the general targeting details set at the campaign/offer level.

How does it work? 

 

For each creative you upload to the Bucksense console, you can set the following targeting exceptions:

1. Language  

By setting 2 different languages to 2 banners that are uploaded to a campaign targeted to a specific country, you ensure that users in that country will see the banner in the language of the browser they will be using.

2. Click Url  

You create a campaign with 3 banners (A,B,C). At the campaign level you add a Click Url, while for banner A you add another Click Url. In this case, users clicking on banner A will be redirected to that specific Click Url, whereas users who click on banners B and C will be redirected to the Click Url which has been set at the campaign level.

3. Impression Tracking Url  

You set up your campaign with 3 banners (X,Y,Z) and an Impression Tracking Url. However, you add a different Impression Tracking Url attribute for banner Z. Every time X or Y is served, you will be notified on the first Impression Tracking Url, whereas for Z, you will be notified on the other one.

In the console you will also have the option to add some or all Creative Attributes depending on the type.

Finally, the console easily allows you to check the attributes you have set for your creatives.

Find out how to set up Creative Attributes HERE.

Giving you greater targeting control within your campaigns is all that matters.

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