How to Complete Placement Mapping

Background: 

Upwave's platform allows you to create powerful  Cuts and Cut Categories to surface reach and outcomes metrics by media tactics (such as Audience, Environment, Geo, etc.) or creative tactics (such as Creative Concept, Banner Size, etc.). 

Fig. 1: Below is an example of the Cut Category "Placement Type" which includes the following Cuts:

  1. CTV
  2. Desktop Display
  3. In-App Display
  4. Linear TV
  5. Mobile Video
  6. Pre-Roll Desktop Video

Fig. 2: Below is an example of the Cut Category "Publisher" which includes the following Cuts:

    1. Amazon
    2. Conde Nast Digital
    3. Double Click Big Manager
    4. Hulu
    5. The Trade Desk


How does this work? 

By implementing the Upwave tag, we're able to identify unique IDs (such as Placement IDs and Creative IDs) to which we can 'map' exposed respondents. Let's take a look at what an Upwave tag looks like. Below is an example of a Google AM360 tag (previously knows as DFP), which includes that ad server's default macros for Creative ID, Placement ID and Site ID:

The IDs that flow through your  first 2 macros are what we map your audiences to: 

  1. Macro position #1: Mapped to Creative Dimensions such as Creative Concept, Banner Size, etc. (in this example, the IDs that flow through %ecid! would be mapped here).
  2. Macro position #2: Mapped to Placement/Media Dimensions such as Audience, Environment, Geo, etc. (in this example, the IDs that flow through %epid! would be mapped here).

The 3rd macro, Site ID, is for tag troubleshooting purposes.

Other ad servers may use different types of IDs (such as Ad Unit IDs or Campaign IDs), but the general concept remains the same: The IDs used to map your audiences are those that flow through macro positions #1 (creative) and #2 (media/placement). 

Fig. 3: Below is an example of raw data passing through an Upwave tag. As you can see, the 1st 3 columns correspond to the 3 macros within the tag. Respondents will be attributed based on the unique IDs from the 1st 2 columns: 


Instructions: 

⚠️  IMPORTANT ⚠️

When populating your Placement Mapping Template, please ensure the correct values are inputted. While we're able to change mapping later, this is discouraged since it requires a 3 business day SLA and delays accurate results appearing in your dashboard.

STEP 1 OF 4: 

Ensure Upwave is receiving reporting for all tag(s) associated with your campaign. Below are our full reporting requirements based on the type of tag you have:

  1. How to Set Up Impression Reports for DCM Integrated Tags
  2. How to Set Up Impression Reports for non-DCM Integrated Tags

STEP 2 OF 4: 

Receive your Placement Mapping Template from Upwave. This will be provided by your CSM, and will look similar to the following:

Understanding your Placement Mapping Template: 

  1. Spreadsheet Tabs:
    1. "[START HERE] Legend": This is where you'll define your Cuts and Cut Categories. Your inputs will auto-populate into the drop-downs on the other tabs. 
    2. "Placement Dimensions": These are the IDs that have come through under macro position #2 that we're able to match on your report (so we're able to input names). 
    3. "Additional Placement Dimensions": These are the IDs that have come through under macro position #2 that we're not able to match on your report (so we're not able to input names). When mapping these IDs, please also input their names and add to your reporting. 
    4. "Creative Dimensions": These are the IDs that have come through under macro position #1 that we're able to match on your report (so we're able to input names). 
    5. "Additional Creative Dimensions": These are the IDs that have come through under macro position #1 that we're not able to match on your report (so we're not able to input names). When mapping these IDs, please also input their names and add to your reporting. 
    6. NOTE: The IDs provided in your Placement Mapping Template come from (a) our tag, and (b) your reporting. Please do not modify or duplicate the IDs provided in this template.
  2. Pre-populated Cuts: On your "Dimensions" tabs, you'll find our default Cut Categories populated at the top: 
    1. Ad Type Indicates how an ad was placed (i.e. Display, Video, etc.)
      Audience Indicates who you intended to reach (i.e. Frequent Shoppers, etc.)
      Vehicle Indicates the vehicle in which the ad was delivered (i.e. Web, App, etc.)
      Environment Indicates the device in which an ad was placed (i.e. Desktop, CTV, etc.)
      Publisher Indicates the website on which the ad was served. 
      Geo Targeting Indicates the geolocation in which the ad was served. 
      Targeting Method Indicates the method used to target the audiences (i.e. Contextual, Behavioral, etc.)
      Creative Concept Indicates the creative's theme or message
      Video Length Indicates the length of the video (i.e. 5s, 30s, etc.)
      Banner Size Indicates the dimensions of the banner (i.e. 1x1, 300x250, etc.)
      Other These columns can be used to add custom Cut Categories (remember to update on your "Legend" tab as well)

STEP 3 OF 4: 

Populate your Legend. Your Legend informs the 'Data Validation' (i.e. drop-downs) on your Placement/Creative Dimensions tabs. This is an important step since it ensures you're  only mapping your intended Cuts - as well as removes the risk of typos which could erroneously isolate Cuts in your dashboard (see Best Practices below). 

To populate the Legend: 

  1. Navigate to the "Legend" tab on your Placement Mapping Template. 
  2. Populate all possible Cuts for the provided Cut Categories, formatting as needed. 
NOTE: The Cut Categories inputted into the Placement Mapping Template are our  default Cut Categories. Feel free to add, remove, or modify these Cut Categories based on what you want your data sliced by. Just be sure to make those same changes on the Dimensions tab so they map accordingly. 

Fig. 4: Video walkthrough of populating your Legend (if the video is too small on your device, hover over the video and select the "Pop-out" option on the top-right). 


STEP 4 OF 4: 

Map your audiences. Now that your Legend is populated, it's time to populate your Cuts and Cut Categories. 

  1. Navigate back to your 'Dimension' tabs where Upwave has provided IDs ready for you to map. 
  2. Using the drop-downs, select the appropriate Cuts for each Cut Category. 
  3. Once all Cuts and Cut Categories have been inputted, return the completed Placement Mapping Template to your CSM. We'll queue for upload - which upon completion, will appear in your dash next-day. 


Best Practices:

  1. Use the Legend
    1. As mentioned above, the Legend is an important step to ensure your Cuts are grouped correctly. Below are some examples where Cuts would be separated in your dash (i.e. treated as a unique Cut): 
      1. Ex. 1
        1. In Market Car Shopper
        2. In Market Car Shoppers
      2. Ex. 2
        1. Pluto
        2. Plluto
        3. Pluto TV
        4. PlutoTV.com
      3. Ex. 3
        1. M 24-35
        2. Men 24-35
    2. By using the Legend, you eliminate the risk of improperly grouped Cuts that display as such in your dash.
  2. Use unique IDs for unique Cuts
    1. Cuts can only be mapped to IDs on a 1:1 basis since it's only through those IDs that our system can differentiate. This means, you can only map 1x Cut per 1x unique ID, so please ensure you're using unique IDs when trafficking your placements. 
    2. If you find yourself in a situation where you don't have unique IDs, and need to map multiple Cuts, below is how you would resolve:
      1. Ex. 1: NOT OK ❌ 
        1. PID Placement Name Environment
          235874 GABM_Green_3P_NAT - Core Brand - General_CPMR_DSKT_Web_435874 Desktop Web
          235874 GABM_Green_3P_NAT - Core Brand - General_CPMR_MOB_Web_435874 Mobile Web
      2. Ex. 2: OK ✅ 
        1. PID Placement Name Environment
          235874 GABM_Green_3P_NAT - Core Brand - General_CPMR_DSKT_Web_435874 Desktop and Mobile Web

          or: 

        2. PID Placement Name Environment
          235874 GABM_Green_3P_NAT - Core Brand - General_CPMR_DSKT_Web_435874 Multiple

          Note: In the above example, there are (2) different Placement Names for PID 235874 (one with "DSKT" and one with "MOB"). Our system only looks at IDs and Cuts, so you could either (a) choose one or the other, or (b) create a grouped Placement Name.


For any questions on the above, please contact support@upwave.com

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