It’s time again for the latest updates from the SiteScout DSP. Over the last few weeks, there has been a strong focus on enhancing the performance and stability of the platform as our usage surpasses record levels. We have released numerous improvements to the product, making it more robust and dependable, as well as heavily-requested features that we are happy to finally announce.
Here is a quick summary of what’s new, in case you want to skip to the most relevant section:
Automatic Click Macro Insertion
Inline Budget Editing
Event Pixel Overhaul
Metric Calculation Improvements
Performance Enhancements & Bug Fixes
And with that, let’s dive in…
Enhancement: Video Reporting
When running a video campaign, different metrics are used as key performance indicators. The most notable is completion rate (the percentage of viewers that watched the entirety of the video ad), but there are more. The new metrics include:
- Video Starts
- 100% Completions
- Completion Rate (%)
All of these stats are now available in the detailed campaign reporting screens within the UI: sites, placements, ads, hourly, and daily. Additional stats, such as Skips and Skip Rate (%), will be coming in near future.
New Feature: Automatic Click Macro Insertion
One of the biggest hassles for people who traffic ad tags on a daily basis is making sure that click macros are correctly inserted for the appropriate platform. If done incorrectly, campaign clicks won’t get tracked within the SiteScout interface. That’s why we’ve added automatic click macro insertion to the ad tag form:
If we recognize an ad server tag, the option will appear to have SiteScout automatically insert the macros. Pressing “Insert Macros” takes care of this for you in one click. We are initially supporting DFA (DoubleClick for Advertisers) and MediaMind (Sizmek) ad tags, but will add more depending on demand.
New Feature: Inline Budget Editing
A common task for any media buyer is the adjustment of daily budgets. It happens pretty frequently. Having to open up and edit a campaign in order to edit the daily budget is fine if it’s infrequent. But if you have to do it frequently, or for a large number of campaigns, which is often the case, it becomes a hassle. That’s why we now allow you to edit the daily or lifetime budget of a campaign inline within the campaigns grid, similar to the way you can edit the default bid or status of a campaign — within seconds.
Improvement: Event Pixel Overhaul
Not that long ago, we overhauled our previous “LP Clicks” tracking feature. It was a capability that allowed you to track how many people were clicking on the calls-to-action on your landing pages. Although this was valuable to some users, it was limited in its utility. It is now known as “event” tracking. Events lead up to conversions, and they can be triggered by either link clicks or page loads.
We just released a new feature that allows you to fire an event using an image pixel. This allows you to tag a mid-funnel page and have the actions counted as “events” — a mid-step towards conversion. This is highly beneficial and recommended for optimization.
Improvement: Metric Labels & Calculations
We have gone through and revised a number of metrics calculations to ensure consistency and correctness. We have also clarified labels. For example, eCPM and eCPC used to be calculated on media cost only. They are now called “Total eCPM” and “Total eCPC”, and include data costs.
Enhancement: Performance & Bug Fixes
Over the last two months, performance and stability was a major focus for us. Several issues resulting in slow UI response were investigated and resolved, improving load times and reliability. Tab loading, campaign editing, and campaign reporting are now significantly faster. We have also significantly reduced the frequency of crashes within the interface.
Upcoming: Live Webinar
Next week I will be co-hosting a user webinar with Ben Zelikovitz to present a live demo of all the new features and to answer all of your questions. Stay tuned as the webinar details will be announced later this week.
That’s it for now, but there is a lot of exciting stuff in the queue. I look forward to sharing them with you in the near future!