Most Used third-party trackers by buyer and sellers for ad verification. There are many trackers for tracking the ad serving data and impressions. Advertisers and Publisher are using those to make sure all the serving impression are accurate and was targeted to right viewers. This tracker also used to collect viewer behaviors, non-human traffic etc.

Topics to be covered –
What are Third-party trackers?
Why the Seller and Buyers of digital ad operations are using 3rd party trackers.
Name of some Vendors who work as Third party trackers

Most Used third-party trackers by buyer and sellers.

What are Third-party trackers?
Third party tracker is a different ad tracking code that included in the ad tag. When a visitor visits a page the ad send the information to both first party and 3rd party ad server. As an example – If you are implementing ad tag from DFP and the creative tag included DFA code or was uploaded to DFA platform, DFA will be called 3rd party ad tracker.

By using both the ad tracker you will be able to get the actual impression serving result and can find the discrepancy and correct the line item settings if needed.

Why the Seller and Buyers of digital ad operations are using 3rd party trackers.
Buyer or Advertisers are paying for publishing their ads on the website or app inventories. And, one of the advantages of digital ad operation is to know the performance of the specific ad, even specific creatives by pulling reports. There may be several types KPI for their spendings but they want to view the performance of it.

The buyer wants third-party tracking data to double check the impression data or click data was perfect. Where publisher uses third-party data to measure their performance and found ad serving discrepancy. This is very useful tools for developing trust among the sellers, buyers and agency (if any).

Most Used third-party trackers by buyer and sellers.

Most Used third-party trackers by buyer and sellers.
IAS: Integral Ad Science: Influencing Consumers Everywhere
IAS: Integral Ad Science

Sizmek: Impressions that Inspire
Sizmek

DCM/DFA: DoubleClick Campaign Manager or DoubleClick for Advertisers is total ad-serving or campaign management solution. Buyer or advertisers added creatives on this platforms and provide the creative links to server the ad on the desire webpages. Normally, publishers use those tag in their DFP campaign or their own platforms.
DoubleClick Campaign Manager

Moat: Brand Intelligence & Analytics for Brands, Publishers, and Advertisers
Moat

Flashtalking:
Flashtalking

Spongecell: Smarter Dynamic Creative by Spongecell
Spongecell

DV: DoubleVerify

 

Most of them work as the creative hosting platform. Advertiser either uploaded the creatives on those platforms or provide the tracking code to include the ad tag. Other ad servers, example – AOL, also host the creatives and offer to use the third-party tracker for both its advertisers and publishers.

(I have noted some of the popular third-party tracker platforms those I have used)

Summary
Most Used third-party trackers by buyer and sellers
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Most Used third-party trackers by buyer and sellers
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Most Used third-party trackers by buyer and sellers for ad verification. There are many trackers for tracking the ad serving data and impressions. Advertise
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