Xandr/Sharethrough Exchange FAQs & Known Bugs

 Pricing & Performance

• What prices should I expect to pay on Sharethrough's inventory?
  On average you can expect to pay $4-5 CPM for Sharethrough inventory.  Inventory prices vary significantly from publisher to publisher, and also vary depending on your campaign’s targeting criteria.  I

• 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 Xandr 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.
  
  

Private Marketplaces

• Does Sharethrough support private marketplaces and Deal ID targeting?
  Yes, you can execute private marketplaces through Xandr using deal ID targeting.  Please contact your Xandr account manager for more information.
  
  

Targeting & 3rd Party Tracking

• Why is frequency capping reducing delivery?
  In order to frequency cap, Xandr needs to see a user and know that user's ID. If Xandr 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 Xandr 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 Xandr demographic targeting?
  Xandr demographic targeting utilizes publisher-supplied information, which Sharethrough’s publishers do not provide.  We recommend utilizing audience targeting in the Xandr console in order to accomplish age and gender targeting.
  
  
• What reach can I expect for retargeting campaigns?
  Xandr 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 Xandr 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 Xandr-approved inventory, but your campaign will have reduced scale. We recommend targeting all Sharethrough inventory, and utilizing Xandr site reporting to ensure brand safety compliance. 
  
  
• Does Sharethrough support third party tracking pixels?
  You can use any non-JavaScript impression tracking pixels on Sharethrough’s inventory and viewability tracking using the instructions found here, depending on your vendor.
  
  
• Can I apply publisher whitelists and blacklists?
  Yes.  For a complete list of Sharethrough’s publishers, please contact dsps@sharethrough.com.
  

Creative Specs

• 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 appnexus.nativeadvertising.com
  
  
• Why does Sharethrough only support 140 characters in the creative description field?
  Although the Xandr 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.

Known Issues:

• 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 Xandr to resolve.  If you require immediate help translating these mobile app IDs to plain English names, please contact dsps@sharethrough.com.
  
  
• My brand logo sometimes renders in the wrong position.
  This is a known bug that we are working with Xandr 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 Xandr creative builder.