Contextual Insights Reports

Contextual Insights reports describe the contextual categories of the best performing audiences. Identified contextual segments can help scale your performing audiences through the content that is most relevant and engaging to them.

Contextual targeting has always been one of the more powerful tools in programmatic advertising - over 70% of all DSP customers use some form of contextual targeting in their campaigns. In the new identity landscape, as 3rd-party cookies are being phased out by major browsers, contextual targeting will become even more important. This report type is unique to Centro and uses our partnership with Peer39 to provide a full breakdown of campaign performance, mapped to Peer39's contextual segments.

See Contextual Targeting for more information.

Note: While we currently only provide reports using Peer39's segments, we are exploring adding new partners.

Using Contextual Insight Reports

To create a Contextual Insights report, create a new Data Segment report and select Brand > Contextual Insights or Campaign > Contextual Insights as the dimension. There are two primary reasons to use this report:

  1. To report performance and delivery by the classification of the actual content that ads were placed with, which is a more relatable and manageable list than using domains.
  2. To make optimization decisions by identifying contextual segments that you may want to target. For example, you might observe that a contextual segment you had not previously considered (e.g. Home & Garden) performs especially well for your campaign's KPI. Based on this information, you can set up a campaign that directly targets "Home & Garden" to maximize performance.

Before you create a Contextual Insights report, you should have a campaign that has generated enough impressions and conversions to allow you to establish a baseline KPI. You can then filter the data in the report to identify segments that land within your target parameters.

Note: This is a report on any impressions purchased - you do not need to be using contextual targeting today to benefit from this data. You can examine your existing campaigns to discover if there are contextual segments that might deliver high performance based on their observed historical buying and how the contextual categories overlap.

There are a few important points to keep in mind as you pull Contextual Insights reports:

  • Contextual Insights data is available for all DSP campaigns as of April 1st, 2021.
  • You can select any online campaigns or any offline or archived campaigns that were still spending on or after April 1, 2021.
    • To get actionable results, look for campaigns that are spending and generating clicks, conversions, completions, etc.
    • Your campaigns do not need to already target contextual categories. All contextual categories are reported for any campaign, regardless of targeting.
  • The segments provided in the report vary depending on the inventory your campaign targets. For example, if your campaign bought mobile app supply, the Contextual Insights report will only show relevant Peer39 categories that support mobile apps. If the campaign bought Connected TV, it will only show categories that support CTV.
  • You can run Contextual Insights reports as a one-time report or as scheduled reports.
  • Reports are available at the Brand or Campaign level.

When your report is generated, look at the following fields to assess the performance of contextual segments:

  • Number of impressions
  • Number of conversions
  • Video Completion Rate
  • KPIs your campaigns are targeting
  • Names of contextual segments with optimal performance data for future targeting

Note: It is important to note that a page can fall into many categories, so impression counts can overlap between segments. Therefore, you cannot add the numbers for different segments to produce a total number of impressions (or clicks, etc.) in the campaign. Additionally, the estimated costs and KPIs do not include the costs to target those segments. You should not compare grand totals with campaign/tactic-level totals.

Once you review the report, you can create a new campaign targeting contextual segments with high performance numbers from the report, or you can add these segments to your existing campaigns.

Using contextual segments can expose the campaign to much more content than had previously overlapped with the campaign for which the report was run. We recommend using optimization features (either Machine Learning Optimization or Algorithmic Optimization) to help manage this broader exposure.

Report Options

Dimensions

Select Brand > Contextual Insights or Campaign > Contextual Insights when you create a Data Segment report to generate a Contextual Insights report.

Data Through

  • Contextual Insights data is available for all DSP campaigns as of April 1st, 2021.
  • If you're using offline or archived campaigns, they must have been spending on or after April 1, 2021.

Report Data

Name Example Description
Segment Name Peer39 > Personal Finance

The name of the contextual segment

Imps. Won 774 Total number of impressions won
Clicks 8 Total number of clicks
CTR 2.08% Click-through rate
Total eCPM $21.75 Total effective cost per thousand impressions
Total eCPC $1.04 Total effective cost per click
Total eCPA $2.74 Total effective cost per acquisition
CTC 2 Click-through conversions
VTC 6 View-through conversions
Total Conversions 8 All click-through and view-through conversions
Click CVR 65.38% Click-through conversion rate - the proportion of people who converted after clicking an ad, calculated by this formula: CTC / Clicks
View CVR 88.51% View-through conversion rate - the proportion of people who converted after viewing an ad, calculated by this formula: VTC / Clicks
Total CVRM 302.72% Total conversion rate per thousand impressions.
CTC Revenue $15.00 Total revenue from click-through conversions
VTC Revenue $25.00 Total revenue from view-through conversions
Total Revenue $40.00 CTC Revenue + VTC Revenue
Media Spend $1.98 Amount spent on media
Data Spend $0.11 Amount spent on data
Total Spend $2.09 Media spend + Data spend
Audio/Video Starts 100 Number of times the audio or video ad began to play.
25% Complete 99 Number of audio or video impressions that reached the first quartile marker
50% Complete 60 Number of audio or video impressions that reached the second quartile marker
75% Complete 45 Number of audio or video impressions that reached the third quartile marker
Completion Rate 25 Number of audio or video impressions that reached the fourth quartile marker (i.e. viewed to completion)
eCPCV $1.01 Effective cost per view

Sample Report

Basis DSP Brand > Contextual Insights Report -- DSP Contextual Test                                                  
Date Range: 4/1/2021 to 4/15/2021                                                  
                                                   
Segment Name Imps. Won Clicks CTR Total eCPM Total eCPC Total eCPA CTC VTC Total Conversions Click CVR View CVR Total CVRM CTC Revenue VTC Revenue Total Revenue Media Spend Data Spend Total Spend Audio/Video Starts 25% Complete 50% Complete 75% Complete 100% Complete Completion Rate eCPCV
Peer39 > Travel > Destinations > Europe > Portugal 1 0 0.00% $20.99 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $0.02 $0.00 $0.02 0 0 0 0 0 0.00% -
Peer39 > Automotive > Manufacturers > Acura 96 2 2.08% $21.73 $1.04 $1.04 2 0 2 100.00% 0.00% 2083.33% $10.00 $0.00 $10.00 $1.98 $0.11 $2.09 0 0 0 0 0 0.00% -
Peer39 > Relationships 774 8 1.03% $21.26 $2.06 $2.74 6 0 6 75.00% 0.00% 775.19% $30.00 $0.00 $30.00 $15.68 $0.77 $16.45 0 0 0 0 0 0.00% -
Peer39 > Travel > Theme Parks 24 0 0.00% $22.28 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $0.51 $0.03 $0.53 0 0 0 0 0 0.00% -
Peer39 > Shopping > Coupons 204 2 0.98% $21.02 $2.14 $2.14 2 0 2 100.00% 0.00% 980.39% $10.00 $0.00 $10.00 $4.08 $0.21 $4.29 0 0 0 0 0 0.00% -
Peer39 > Social Predict > Seasonal > Fall Holidays 991 3 0.30% $20.96 $6.92 $6.92 3 0 3 100.00% 0.00% 302.72% $15.00 $0.00 $15.00 $19.75 $1.02 $20.77 0 0 0 0 0 0.00% -
Peer39 > Interest > IT Professionals 48 0 0.00% $21.27 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $0.97 $0.05 $1.02 0 0 0 0 0 0.00% -
Peer39 > Interest > Tech Enthusiasts 177 0 0.00% $21.15 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $3.56 $0.19 $3.74 0 0 0 0 0 0.00% -
Peer39 > Seasonal > Back to School 30 0 0.00% $21.02 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $0.60 $0.03 $0.63 0 0 0 0 0 0.00% -
Peer39 > Social Predict > Politics > US Election 494 1 0.20% $20.55 $10.15 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $9.64 $0.51 $10.15 0 0 0 0 0 0.00% -
Peer39 > Food and Beverage > Cooking 243 2 0.82% $21.10 $2.56 $5.13 1 0 1 50.00% 0.00% 411.52% $5.00 $0.00 $5.00 $4.87 $0.25 $5.13 0 0 0 0 0 0.00% -
Peer39 > Social Predict > Technology > Artificial Intelligence 3686 35 0.95% $21.30 $2.24 $3.57 22 0 22 62.86% 0.00% 596.85% $110.00 $0.00 $110.00 $74.66 $3.85 $78.50 0 0 0 0 0 0.00% -
Peer39 > Seasonal > Mothers Day 6 0 0.00% $21.24 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $0.12 $0.01 $0.13 0 0 0 0 0 0.00% -
Peer39 > Reticle > Emotional Context > Friendly 3194 22 0.69% $21.19 $3.08 $5.64 12 0 12 54.55% 0.00% 375.70% $60.00 $0.00 $60.00 $64.37 $3.31 $67.68 0 0 0 0 0 0.00% -
Peer39 > Technology > Cameras & Camcorders 47 0 0.00% $20.75 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $0.94 $0.04 $0.98 0 0 0 0 0 0.00% -
Peer39 > Sciences > Biology 3 0 0.00% $20.54 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $0.06 $0.00 $0.06 0 0 0 0 0 0.00% -
Peer39 > Food and Beverage > Recipes 168 1 0.60% $21.11 $3.55 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $3.37 $0.17 $3.55 0 0 0 0 0 0.00% -
Peer39 > Style and Fashion > Hair Care 41 0 0.00% $21.00 $0.00 $0.00 0 0 0 0.00% 0.00% 0.00% $0.00 $0.00 $0.00 $0.83 $0.04 $0.86 0 0 0 0 0 0.00% -
Peer39 > Social Predict > Food and Beverage > Food and Diet Trends 3436 29 0.84% $21.25 $2.52 $3.84 19 0 19 65.52% 0.00% 552.97% $95.00 $0.00 $95.00 $69.40 $3.62 $73.02 0 0 0 0 0 0.00% -
Peer39 > Sports > Running 17 2 11.76% $21.54 $0.18 $0.37 1 0 1 50.00% 0.00% 5882.35% $5.00 $0.00 $5.00 $0.35 $0.02 $0.37 0 0 0 0 0 0.00% -
Peer39 > Social Predict > Arts and Entertainment > Sci Fi and Fantasy 1020 5 0.49% $21.30 $4.34 $5.43 4 0 4 80.00% 0.00% 392.16% $20.00 $0.00 $20.00 $20.66 $1.06 $21.72 0 0 0 0 0 0.00% -

FAQ

Q: Do Contextual Insights reports work for any type of inventory, including Desktop, Mobile Apps, and CTV?

A: Yes, this report works for any type of inventory.

Q: How are domains and apps placed in Peer39 segments?

A: Take a look at our Peer39 data provider page to learn more about Peer39's taxonomy.

Q: Is contextual insight reporting only offered on Centro DSP?

A: Centro is the first DSP to the market that allows customers to take advantage of contextual insights functionality.

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