- How does Sharethrough handle viewability?
The Sharethrough Exchange is transacted on a viewable CPM, meaning that advertisers bid on a vCPM and only pay for viewable impressions as defined by the IAB (50% of the ad in view for at least 1 second).
- How does STX viewability appear in AppNexus Console?
Console only receives a win notification when the ad becomes viewable on Sharethrough's placement, so every impression billed from Sharethrough is considered viewable. This means that a "CPM" bid entered in Console is actually a vCPM bid.
Pricing & Performance
- What prices should I expect to pay on Sharethrough's inventory?
On average you can expect to pay $6-8 CPM for Sharethrough inventory. Inventory prices vary significantly from publisher to publisher, and also vary depending on your campaign’s targeting criteria. In order to ensure access to the majority of Sharethrough’s inventory, we recommend bidding $10 CPM or more.
- What performance metrics should I expect to achieve on Sharethrough's inventory?
While Sharethrough’s inventory is expensive by display standards, it delivers strong response metrics. On average, Sharethrough’s inventory achieves a 0.60%-1.00% clickthrough rate. When using AppNexus bid optimization, you can expect to achieve a clickthrough rate as high as 2.00% and a cost per click as low as $0.35. You can also expect to achieve CPA metrics that are competitive with your display campaigns.
- Does Sharethrough support private marketplaces and Deal ID targeting?
Yes, you can execute private marketplaces through AppNexus using deal ID targeting. Please contact your AppNexus account manager or firstname.lastname@example.org for more information.
Targeting & 3rd Party Tracking
- Why is frequency capping reducing delivery?
In order to frequency cap, AppNexus needs to see a user and know that user's ID. If AppNexus cannot determine the user’s ID, which is common in a mobile web environment - regardless of Android or iOS, they will not bid with an ad that has a frequency cap. This is due to the fact that they won’t be able to determine the frequency of the user. As a reminder, Sharethrough inventory is 70% mobile web.
- Why can't I target above-the-fold inventory?
Targeting above-the-fold placements in the AppNexus console will halt your campaign’s delivery. Because all Sharethrough inventory is in-feed placements, above-the-fold / below-the-fold targeting is not an accurate description of our ad placements. Sharethrough does not sell inventory until it is in view, so you can confidently buy without targeting above-the-fold inventory.
- Why can't I apply AppNexus demographic targeting?
AppNexus demographic targeting utilizes publisher-supplied information, which Sharethrough’s publishers do not provide. We recommend utilizing audience targeting in the AppNexus console in order to accomplish age and gender targeting.
- What reach can I expect for retargeting campaigns?
AppNexus and Sharethrough have a very strong user match rate, allowing high scale delivery of retargeting campaigns. You can expect to reach more than 50% of your retargeting audience within a 7 day period.
- What other types of targeting does Sharethrough exchange support?
With the exception of items noted earlier in this document, Sharethrough Exchange supports all targeting options available in the AppNexus console. Specifically, Sharethrough supports the following types of targeting: geography, audience, device type, daypart, frequency cap, and inventory.
- Will my campaign deliver if I apply brand safety targeting?
You will be able to achieve delivery when targeting AppNexus-approved inventory, but your campaign will have reduced scale. We recommend targeting all Sharethrough inventory, and utilizing AppNexus site reporting to ensure brand safety compliance. For a complete list of Sharethrough’s publishers, please contact email@example.com.
- Does Sharethrough support third party tracking pixels?
- Can I apply publisher whitelists and blacklists?
Yes. For a complete list of Sharethrough’s publishers, please contact firstname.lastname@example.org.
- How do I see how my native ads will render on Sharethrough's inventory?
A critical aspect of native advertising is that each publisher renders your creative in a way that feels natural to their website or app. We have built a tool in which you can see live examples of how different native ads will appear on different types of Sharethrough inventory. This tool can be found at http://generator.sharethrough.com/.
- Why does Sharethrough only support 140 characters in the creative description field?
Although the AppNexus console allows users to traffic creatives with descriptions up to 300 characters, Sharethrough inventory requires at most 140 characters. If your creative’s description field has 141 characters or more, it will not deliver on Sharethrough inventory. We impose this restriction in order to allow our publishing partners maximum flexibility in rendering native ads.
- AppNexus reporting indicates my campaign has a 0% viewability rating.
- When I run a site delivery report, I see some mobile app impressions reported with numeric IDs, not plain English app names.
This is a known bug that we are working with AppNexus to resolve. If you require immediate help translating these mobile app IDs to plain English names, please contact email@example.com.
- My brand logo sometimes renders in the wrong position.
This is a known bug that we are working with AppNexus to resolve. In order to ensure proper rendering of your creative assets, we recommend trafficking the same hero image into both the “image” and “icon” files in the AppNexus creative builder.