Description of Methodology

1,021 views

Published on

Published in: Career
  • Be the first to comment

  • Be the first to like this

Description of Methodology

  1. 1. WebSpectator Description of Methodology This document is a summary of the Ad Serving process and time based measurement metrics employed by WebSpectator’s. For additional resources beyond the scope of this document, please see the IAB's Guidelines. USA (HQ) 100 Wilshire Blvd Santa Monica CA, 90401 United States Phone: (+1) 310 566 0340 Brazil Avenida das Nações Unidas, 11.541, 14º Andar 04578-907 São Paulo Phone: (+55) 11 5504 3350 United Kingdom 23 Berkeley Square London, W1J 6HE Phone: (+44) 2032 869092 Portugal Rua Fernando Namora, 4 2º Piso A, Ed. Metropolitan Business Center 2675-487 Odivelas Phone: (+351) 21 934 03 22
  2. 2. Contents Document Revision History ............................................................................................................................... 2 Summary............................................................................................................................................................ 3 What the MRC accreditation means for WebSpectator and Its Clients ........................................................ 3 What is the MRC? .......................................................................................................................................... 3 Scope of this accreditation ............................................................................................................................ 4 WebSpectator Time Based Metrics and Audience ............................................................................................ 5 Audited Metrics ............................................................................................................................................. 5 Out of scope .................................................................................................................................................. 5 Data collection and ad serving process (client initiated) .............................................................................. 6 Sampling methodology .................................................................................................................................. 7 Limitations associated with the measured metrics ....................................................................................... 7 Compound tracking ....................................................................................................................................... 7 Cache-busting techniques ............................................................................................................................. 7 Logging methods ........................................................................................................................................... 7 Limitations and other disclosures around the measured metrics................................................................. 8 Ad scheduling, delivery process and Application provisioning ......................................................................... 9 Filtration methodology ...................................................................................................................................... 9 Data reporting ................................................................................................................................................. 10 Data Retention ............................................................................................................................................ 10 Data privacy ................................................................................................................................................. 10 Pre-release quality assurance procedures .................................................................................................. 12 Reissuance of data ....................................................................................................................................... 12 Terms Used ...................................................................................................................................................... 13 ORTC ............................................................................................................................................................ 13 Throttling ..................................................................................................................................................... 13 Viewport ...................................................................................................................................................... 13 Realtime Audience....................................................................................................................................... 13 Ref:#WS- 2013-DOM p.1
  3. 3. Document Revision History Document Revision Table Rev. A1.0 A1.1 Ref:#WS- 2013-DOM Date 11/04/2013 19/07/2013 Author Pedro Costa Pedro Costa Description Initial Availability Layout change and data reporting review p.2
  4. 4. Summary What the MRC accreditation means for WebSpectator and Its Clients The MRC certification ensures that WebSpectator’s data collection processes adheres to industry-accepted standards for digital media measurement. The MRC audits and accredits audience, time based and visibility measurement services to ensure that the advertising industry has valid and reliable methods of measuring audiences, time and verifiable impressions. This accreditation relies in part on the by IAB’s “3MS Guidelines” and the “Interactive Audience Measurement and Advertising Campaign Reporting and Audit Guidelines”. For more information see http://www.measurementnow.net/ and http://www.iab.net/media/file/US_meas_guidelines.pdf To merit MRC accreditation, WebSpectator:  Adheres to the MRC’s Minimum Standards for Media Rating Research and the IAB’s Ad Impression Counting and Auditing Guidelines (http://www.mediaratingcouncil.org/MRC%20Minimum%20Standards,%20Oct-2008.pdf).    Provides comprehensive information to the MRC regarding all details of its operation. Conducts its processes and reporting in accordance with representations to its clients and the MRC. Submits to, and pays the cost of the annual audits of its procedures by CPA firms mandated by the MRC. What is the MRC? The Media Ratings Council (MRC) is a non-profit Industry association established in 1964 composed of leading television, radio, print and internet companies, as well as advertisers, advertising agencies and trade associations whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research; and submit to MRC-designed audits to authenticate and illuminate their procedures. The central element in the monitoring activity of the MRC is its system of annual external audits of rating service operations performed by a specialized team of independent CPA auditors. MRC audits serve these important functions:  They determine whether a rating service merits accreditation (or continued accreditation)  They provide the MRC with the results of detailed examinations which become the basis for quality improvements in the service, either by voluntary action or mandated by MRC as a condition for accreditation, and  They provide a highly beneficial psychological effect on rating service performance. Knowledge that their work may be reviewed by CPA auditors is a powerful spur for quality work by all field and home-office personnel of the rating service. Ref:#WS- 2013-DOM p.3
  5. 5. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Additional information about MRC can be found at http://www.mediaratingcouncil.org. Scope of this accreditation This certification will incise in the following WebSpectator’s applications and metrics:   WebSpectator for Publishers Realtime Analytics and Engagement Server o Viewable Impressions o GTS (Guaranteed Time Slot Impression) o Premium GTS o Time Spent o Realtime Audience o Unique Users WebSpectator’s reporting and logging processes related to the above metrics are included in the audit. Third-Party components and external processes are excluded from this certification process, unless otherwise stated as included in the auditing and certification process. Ref:#WS- 2013-DOM p.4
  6. 6. WebSpectator Time Based Metrics and Audience Audited Metrics WebSpectator for Publishers Realtime Analytics and Engagement Server delivers and certified the following metrics:  GTS (Guaranteed Time Slot Impression)  Premium GTS (Single Pageview Guaranteed Time Slot Impression)  Realtime Audience  Unique Users  Pageviews  Ad Impressions These metrics are based on the viewability of Ad Units, Banners. However the focus of this document is on ad GTS (verified impressions of 20 seconds) and Premium GTS (single pageview verified impressions of 20 seconds) measurement and reporting. WebSpectator uses and extends the metrics presently in development by IAB’s 3MS (Making Measurement Make Sense) initiative for viewable ads, where at least 50% of the ad has to be inside the browser’s Viewport and the browser/browser Tab must have focus to count as visible. Out of scope The following processes are not in the scope of this accreditation, but internal processes and policies are in place to prevent the introduction of errors on WebSpectator’s processes:  WebSpectator for Publishers Realtime Analytics and Engagement Server allows the insertion and usage of third-party ad tags, therefore is important to recognize that certain aspects of the process that are not under WebSpectator’s direct control and as such not addressed by the MRC’s audit and accreditation process. For example: o Data entered by publishers or agencies for the purpose of campaign set up and configuration. This data has not been subject to audit; users rely on the internal controls surrounding this process at the organization to ensure the accuracy of this data. o The choice and timing around the use of specific services external to WebSpectator; such as Geographical Targeting, CDN Services… and other un-audited functions within the ad serving system. o Third-party developed creative content authored by agencies or organizations outside of WebSpectator’s control. o Publisher specific functionalities, such as the page auto-refresh features, implementation of frames and frame busting features, or other unspecified third-party functions. Administrative and controls surrounding handling of pop-up blockers and interstitials that can all impact ad-delivery. Ref:#WS- 2013-DOM p.5
  7. 7. Data collection and ad serving process (client initiated) First impression Ads that are served by WebSpectator’s servers are originated by a client request, these requests can originate from an HTTP request or from an ORTC message sent to our servers. Second print verified ad requests are originated by the client sending a request trough ORTC. GTS originated ad requests are sent to the client when that client made a GTS for a set ad unit, through the collection and delivery of time based status update messages that amount to the 20 seconds. Status update messages are sent exclusively by the ORTC messaging channel established with the client and our servers. The following table is an example of a typical WebSpectator Ad Tagging implementation: Step #1 #2 #3 HTML Content <html> <head> <script type="text/javascript"> (function () { /*Website unique identifier*/ var wid = '???-???????; Step Description function async_load() { var s = document.createElement('script'); s.type = 'text/javascript'; s.async = true; s.src = 'http://services.webspectator.com/init/' + wid + '/' +(+new Date); var x = document.getElementsByTagName('script')[0]; x.parentNode.insertBefore(s, x); } if (window.attachEvent) { window.attachEvent('onload', async_load); } else { window.addEventListener('load', async_load, false); } })(); </script> </head> <body> <div class="YourClassHere wsz" data-pid="9999999" data-fp=”0”> <!-- Existing Ad-Zone Markup --> </div> Required: Initialization script. This script downloads WebSpectator’s client script and other required scripts (e.g. ORTC, swfobject) and returns the specific publisher’s settings. For more information regarding the WebSpectator’s initialization script please refer to 2013WS-CLI Required: Append WebSpectator’s data attributes and virtual CSS class to identify an Ad Unit or Tracking Zone. Or you can wrap this tag around your existing Ad Unit/ Tracking zone. In the scenario where the WebSpectator’s data-fp attribute is set to “1”, immediately after the Ad Unit is parsed and identified an Ad Request is made for that zone. #4 </body> </html> Ref:#WS- 2013-DOM p.6
  8. 8. Sampling methodology All measured metrics are census based, not sample based; therefore they are not statistical projections of the data. The measurement methodology is based on the capture and processing of all ad serving events and time related events activity. Limitations associated with the measured metrics Identify the limitations of the metrics (link to more technical document and to a customer disclosure about the limitations) Data is not measurable in the following situations:   Where JavaScript disabled in the client browser, effectively disabling all measuring viewability and time spent functionalities. Domain Based Ad Blockers, this can lead to false positives where the tracking information is still served on the client and the Ad creative is blocked by the Ad Blocker. Mechanisms are being put in place to prevent such false positives. Compound tracking WebSpectator does not support group loading of ads. Each ad is loaded and tracked individually. Real-time based event metrics (e.g. GTS, Premium GTS and Time Spent) can be grouped on the client in a single realtime status update message to optimize resources. Cache-busting techniques Through the use of JavaScript WebSpectator includes a random number in the URL for any call made to the WebSpectator’s ad server services and third-party ad servers services that support cache busting techniques (macro tags to replace with random number appended as parameter of the URL to make that URL unique). This prevents the caching of the requests by the users browser or by proxies. Where applicable no cache headers are also applied (“cache-control”, “pragma” and “expires” meta tags). Logging methods WebSpectator uses multiple servers to provide sufficient capacity for its Ad serving and Time measurement processes, each of the servers is responsible for collecting the data it processed and send its log to a central repository for analysis and processing. Automated procedures are used to ensure all log files were correctly processed. Each log file is only processed once. For more detailed information, please refer to WS-2013LOG document. Alerts are triggered an in case of unusual activity or errors. These events will be analyzed and attended according to the severity of the event or error raised. Ref:#WS- 2013-DOM p.7
  9. 9. The following is a description of some of the items being logged and its use in the process:  GTS and Premium GTS  Time Spent  Real-time Audience  Unique Users  Impressions and Page-views The next list addresses some of the information being logged by our services: o IP address: The Internet Protocol (IP) address represents the address of the user making the request. This is used in the filtering process, including the identification and removal of nonhuman and internal Google traffic. o Session Id: Unique session identifier or session token is a piece of data that is used in network communications (often over HTTP) to identify unique pageview. o Context Id: Unique session identifier or session token is a piece of data that is used in network communications (often over HTTP) to identify unique user (by cookie). o User agent: The user agent is a text string sent to the server by the browser providing certain identifying information about the browser. This is used in the filtering process, primarily to identify and remove non-human traffic. o Date/time: Date and time the request was logged by the ad server. o Ad unit: The identifying information relating to the content selected by the ad server: o Application Id: Identifies the associated publisher site/application requesting for the ad placement. o Ad placement: Identifies the location of the ad to be placed on the publisher site/application. Limitations and other disclosures around the measured metrics    Pop-up blockers: Ads delivered via pop-up or pop-under ads may be blocked from displaying by a pop-up blocker. When WebSpectator ad tags are properly implemented by the publisher, a pop-up blocker may prevent the ad from being displayed. Non-Flash browsers: Some browsers and non-desktop devices may not have support for Flash content, which is an interactive format used for the delivery content and advertising creative. In these situations, the ad impression would be recorded once the ad tag is added to the DOM of the page. Therefore, if the user’s browser cannot render an advertisement in the Flash format, the ad impression will be overstated, unless a backup format is served instead (e.g. backup image instead of the flash creative). JavaScript disabled or incapable browsers: Certain older browsers and non-PC devices may not support JavaScript, and users may disable the JavaScript function on newer browsers disallowing JavaScript programs and scripts from executing. WebSpectator relies on JavaScript for most of its Ref:#WS- 2013-DOM p.8
  10. 10.     client side operations. Therefore this limitation blocks most of the processes surrounding Time Spent and GTS measurement processes and the WebSpectator’s client script will not be loaded. This does not limit the functionality of basic ad serving capabilities where the delivery of ads on a first impression HTTP request are served if a noscript tag is implemented correctly. Ad blocking software: Certain browsers or tools, users have the ability to block content (including advertisements) based on a set of rules, such as domain from which the content is being requested. If the ad-blocker blocks both creative and tracking pixel part of the ad, no impact on the impression and time measurement occurs resulting in accurate counts. However, ad blocking software that blocks images or content from the creative server, but not the tracking pixel ad servers, will result in an overstatement if the ad request is processed and counted, but the browser subsequently prevents the display of the ad creative resulting in overstatement of the impressions and time based metrics. Image rendering disabled: Browsers with image rendering disabled will not request images from our creative servers. Therefore, users in this state will not see the ad creatives (standard image creative formats). The ad tracking pixel will also be blocked because it is also served as an image (1x1 pixels) to prevent the overstatement of impressions in these scenarios. But time spent and GTS and other visibility based metrics. Auto refresh: Every refresh of the page results in new requests being made to the ad server and hence additional impressions being counted. Unable to establish Realtime Connection: When the client browser is unable to establish a communications channel with our servers. WebSpectator’s Realtime messaging provider uses fallback mechanisms in order to support browsers with no support for WebSockets and uses an encrypted channel to prevent certain firewalls from blocking Realtime traffic. For more information regarding ORCT Realtime messaging framework see: http://www.realtime.co/solutions/realtimeframework Ad scheduling, delivery process and Application provisioning Any changes made in the WebSpectator’s BackOffice regarding campaign management and ad serving processes can have a delay of up to 5 minutes to propagate in our systems. Regarding the provisioning of an application (e.g. Website) there could be a delay of up to 30 minutes for any change to be propagated in to our systems. Filtration methodology  Ad logs: WebSpectator’s logs are analyzed for invalid events and non-human traffic through filtration processes to produce valid aggregated logs. Invalid log events are logged separately for posterior analysis. WebSpectator’s logging processes rely on the integrity of certain fields included in the requests to be found, complete, and accurate; if any of these fields are missing or incorrect the log entry is logged and rejected.  Non-human traffic: Non-human traffic including robots, spiders, crawlers, and agents (hereafter referred to as robots) represents programmatic activity on the website. This activity is comprised of Ref:#WS- 2013-DOM p.9
  11. 11. programs crawling, indexing and making requests for web pages on the website and recursively following the links on the page to other pages within the website, this includes in most cases, the links to the ads and its tracking pixels. This activity may include system monitoring tools designed to ensure the website is functioning properly and content indexing or retrieving processes such as those used by search engines to populate their databases. When a user’s browser or robot makes a request of a server for content, it typically provides certain data to the web server in addition to the specific request, including their IP address and user agent. Such information is used to filter out non-human traffic. In our ad serving process traffic generated by robots is logged and discarded. Data reporting Description of the data reporting, reissuance, retention policies used. Data Reports are available electronically in the reporting area of our BackOffice. Users are able to subscribe reports to receive them on a scheduled basis in their email. Data presented in the reports includes all certified metrics, but also includes non-audited metrics such as clicks, CTR and other legacy advertising metrics. Data Retention Data logs of raw data are maintained for 12 months in compliance with best practices and MRC minimum standards. Processed reporting data is maintained for a period of 24 months. Data privacy WebSpectator’s Commitment to Data Privacy Protection Protecting the security and privacy of your personal data is important to WebSpectator’s; therefore, we conduct our business in compliance with applicable laws on data privacy protection and data security. We hope the policy outlined below will help you understand what data WebSpectator’s may collect, how WebSpectator’s uses and safeguards that data and with whom we may share it. Personal data Through our Web sites, WebSpectator’s will not collect any personal data about you (e.g. your name, address, telephone number or e-mail address), unless you voluntarily choose to provide us with it (e.g. by registration, survey), respectively, provide your consent, or unless otherwise permitted by applicable laws and regulations for the protection of your personal data. Purpose of Use When you do provide us with personal data, we usually use it to respond to your inquiry, process your order or provide you access to specific information or offers. Also, to support our customer relationship with you: Ref:#WS- 2013-DOM p.10
  12. 12.  We may store and process personal data and share it with our affiliates to better understand your business needs and how we can improve our products and services; or  We (or a third party on our behalf) may use personal data to contact you about a WebSpectator’s offer in support of your business needs or to conduct online surveys to understand better our customers' needs. If you choose not to have your personal data used to support our customer relationship (especially direct marketing or market research), we will respect your choice. We do not sell or otherwise market your personal data to third parties, except to WebSpectator’s affiliates. Purpose Limitation WebSpectator’s will collect, use or disclose personal data supplied by you online only for the purposes disclosed to you, unless the disclosure:  is a use of the personal data for any additional purpose that is directly related to the original purpose for which the personal data was collected,  is necessary to prepare, negotiate and perform a contract with you,  is required by law or the competent governmental or judicial authorities,  is necessary to establish or preserve a legal claim or defense,  is necessary to prevent fraud or other illegal activities, such as willful attacks on WebSpectator’s information technology systems. Communications or Utilization Data Through your use of telecommunications services to access our Web site, your communications data (e.g. Internet protocol address) or utilization data (e.g. information on the beginning, end and extent of each access, and information on the telecommunications services you accessed) are technically generated and could conceivably relate to personal data. To the extent that there is a compelling necessity, the collection, processing and use of your communications or utilization data will occur and will be performed in accordance with the applicable data privacy protection legal framework. Non-Personal Data Collected Automatically When you access our Web sites or Affiliated Web Sites, we may automatically (i.e., not by registration) collect non-personal data (e.g. type of Internet browser and operating system used, domain name of the Web site from which you came, number of visits, average time spent on the site, pages viewed). We may use this data and share it with our worldwide affiliates to monitor the attractiveness of our Web sites and improve their performance or content. "Cookies" - Information Stored Automatically on Your Computer When you view one of our Web sites, we may store some data on your computer in the form of a "cookie" to automatically recognize your PC next time you visit. Cookies can help us in many ways, for example, by allowing us to tailor a Web site and or services to better match your interests If you Ref:#WS- 2013-DOM p.11
  13. 13. do not wish to receive cookies, please configure your Internet browser to erase all cookies from your computer's hard drive, block all cookies or to receive a warning before a cookie is stored. Security To protect your personal data against accidental or unlawful destruction, loss or alteration and against unauthorized disclosure or access, WebSpectator uses technical and organizational security measures. Other Web Sites WebSpectator is not responsible for the privacy practices or the content of other Web sites. Questions and Comments WebSpectator’s will respond to reasonable requests to review your personal data and to correct, amend or delete any inaccuracies. If you have any questions or comments about the WebSpectator’s Data Privacy Protection Policy (e.g. to review and update your personal data), please click on "Contact" and send us your questions and feedback. As the Internet matures, so will our Data Privacy Protection Policy. We will post changes to our Data Privacy Protection Policy on our Data Privacy Policy page. Please check our website or your WebSpectator inbox regularly to keep up-to-date. Pre-release quality assurance procedures WebSpectator’s processes and policies include change request protocols and tracking systems:   Changes requested are inserted into our change management tracking system and documented accordingly. Approved changes are then made and tested using either automated testing tools or manual testing (e.g. unit testing, benchmarking tests, etc…) as necessary depending upon the nature of the change. Once all unit testing is complete, a build is produced containing all the recent changes, which are tested in a parallel test environment. Upon successful completion of the build test, the changes are rolled into production. Strong data access policies are put in place to ensure data security. Users access rights are periodically checked to ensure each user has the appropriate security rights Reissuance of data WebSpectator has put in place automated and manual procedures to detect and alert internally of any discrepancies in the data reports. WebSpectator’s staff will respond to those alerts and take appropriate corrective actions. In the event of a larger data re-issuance situation, the data reissuance will be handled on a case-by-case basis. Ref:#WS- 2013-DOM p.12
  14. 14. Terms Used ORTC ORTC (Open Real-time Connectivity) is a secure, fast and highly scalable cloud-hosted real-time many-tomany messaging system for web and mobile apps. Leveraging the HTML5 Web Sockets standard, ORTC allows a bidirectional permanent link between the server and the connected user, allowing a web application to broadcast (push) data to a single user or to every connected user when needed, instead of waiting for the user’s browser to request it. Throttling A throttling process is a process responsible for regulating the rate at which application processing is conducted, either statically or dynamically. WebSpectator applies throttling to the following browser events: scrolling, resizing in order to eliminate the firing and reporting of residual viewability events (events lower than 200ms are discarded). Viewport A viewport is a rectangular viewing region in the browser. In this case the Viewport is the visible portion of the browser canvas. Realtime Audience Realtime audience is all the users currently connected through ORTC to our Realtime Engagement Servers. Ref:#WS- 2013-DOM p.13

×