The questions fall under three different categories
What is your business model and how do you make money?
Dataxu operates as a technology platform for the buy-side of digital advertising. Our main pricing model is a simple and transparent percentage of spend fee on top of the media bought via our platform, and this is the only way we make money. We do not mark up data or media costs, these are always passed transparently through to buyers. We have been proudly independent and partner and media agnostic since our inception in 2009 allowing us to provide our clients with the highest level of transparency.
Can you outline the full details of the agreement on a booking form / contract?
The majority of our customers use our platform on a self service basis - for which we require a minimum spend commited for 12 months.
Will you share who your trading partners are?
Dataxu is partner agnostic - while we have partnerships already in place with most major trading partners in the industry, we can also set up custom integrations on request from our customers. You can see a full list of our partners at: https://www.dataxu.com/about-us/partners/
Do you own the inventory you sell?
No - dataxu does not own any inventory and works as an independent and agnostic buying platform for agencies and brands.
If you don’t own your own inventory then how do you access inventory and which platforms do you use?
Dataxu has integrations in place with majority of SSPs across Display, Video, Mobile and Social exchanges, with new oﬀerings in Connected and Addressable TV. dataxu has relationships with premium publishers, which can be accessed on a direct, tag-based basis. As a DSP, dataxu buys inventory in real time. dataxu is currently integrated with over 50 exchanges globally, reaching 90% of impressions available worldwide, and our dedicated Marketplace team is always seeking and assessing new integrations. You can see a list of all of our partners at https://www.dataxu.com/about-us/partners/.
dataxu also has a robust collection of PMP deals which give our clients enhanced priority in the publisher’s ad server. These PMP deals are a mix between private auctions and 'ﬁrst look' ﬁxed priced deals. dataxu has also obtained access to inventory through header bidding with some of the worlds leading publishers. Custom header speciﬁc deals can also be sourced with any publishers who utillise header bidding. In addition, dataxu oﬀers programmatic guaranteed through multiple SSP partners.
Do you specify your media placements and positions?
Yes. In our commitment to quality and transparency in the programmatic industry, we oﬀer a suite of pre-bid solutions, measurement and reporting to ensure media appears in the placements and positions desired by our customers. These include pre-bid viewability ﬁltering, a selection of ﬂexible brand safety controls, and our industry-ﬁrst 97% Fraud Free Guarantee. We partner with industry leading technology partners such as Grapeshot, DoubleVerify and MOAT to provide these solutions. We also run our Inventory Marketplace including a wide selection of PMP and private deals, as well as supporting Programmatic Guaranteed buys for our customers.
What insights do you provide back to advertisers?
dataxu oﬀers 100% site, placement and creative level transparency. Some URLs are "masked" by the sellside but these can easily be ﬁltered using our brand safety settings. Using ClearSight, our fully conﬁgurable reporting & analytics suite that comes as part of our fee, users can pull in custom segments, audiences, media performance, and sales data. We oﬀer integrated viewability reporting based on 3rd party measurement data, which includes detailed data on view rates and CPM broken out by date, advertiser, campaign, ﬂight, and placement. For fraud monitoring, dataxu has employed DoubleVerify to provide always-on measurement across every advertiser, campaign and ﬂight. dataxu provides this measurement at no additional charge. In addition, dataxu can integrate tags from other 3rd party providers (DoubleVerify, Integral Ad Science, MOAT, comScore, and WhiteOps) if additional reporting is required.
Does the inventory you own or access include UGC content?
The majority of the publishers we connect to via our SSP and exchange partners create and own their own content. Some do also have a small number of publishers who use user generated content as well.
What brand safety measures do you use?
We oﬀer brand safety settings in our TouchPoint DSP interface, powered by Grapeshot. We oﬀer a multi-level, customisable brand safety feature to all customers. Our approach is to provide marketers with clear options to enable them to weigh the beneﬁts of increasing strictness with the corresponding reduction in reach and increase in the cost of media. The 3 brand safety levels include:
Standard: brand safety runs on dataxu’s curated inventory pool, which includes exchange-level ﬁlters to avoid undesirable content and is continually reviewed by a team of experts.
Advanced: brand safety includes Standard ﬁltering, as well as additional pre-bid ﬁltering powered by Grapeshot, to exclude potentially oﬀensive sites falling within the “dirty dozen” content categories according to IAB quality guidelines.
Advanced Plus: brand safety includes Advanced ﬁltering powered by Grapeshot and also enables the customisation of excluded categories to further align campaign settings with brand goals.
Which industry standards have you been certiﬁed against?
dataxu is currently enrolled in the Veriﬁed by TAG program and our TAG-ID status is active. dataxu has acheived:
Certiﬁed Against Fraud seal
Certiﬁed Against Malware seal
Certiﬁed Against Piracy seal
nventory Quality Guidelines seal
dataxu is also a participant in the EDAA.
dataxu is an NAI member.
dataxu is a member of IAB in the US and IAB UK and adhere to IAB standards including ads.txt and Consent Framework.
dataxu is a member of BVDW in Germany.
Do you have a policy in place for ad-misplacement?
Yes. dataxu has a dedicated Marketplace team who are experts in identifying fraudulent and arbitraged inventory. This team manually curates our supply chain on a regular basis and works internally as well as with external partners to remove inventory they have deemed as poor quality. We also support the automated ads.txt ﬁlter for TouchPoint™, our DSP. This ﬁlter removes all unauthorised inventory for publishers who have listed their ads.txt ﬁles. This, in conjunction with ou r pre-bid viewability ﬁlters, contextual targeting, brand safety settings and 97% Fraud Free Guarantee, provides a defense-in-depth approach to ad misplacement. dataxu was the ﬁrst in market to provide a fraud free guarantee, which comes at no additional cost and ensures our ability to eﬀectively manage quality across all inventory. If a customer experiences a fraud rate higher than 3%, as measured by DoubleVerify, we automatically refund 100% of associated fees, as well as 100% of amounts recovered from media suppliers. The guarantee applies to all exchange traded media and is available globally.
Are you happy to share your optimisation tactics?
Media optimisation is done both automatically using our proprietary Active Analytics™ technology and manually by our programmatic professionals. While the dataxu platform is designed to automatically optimise on a number of fronts (i.e. inventory source, location, tactic, channel, creative, time of day, etc.), we also have a team in place to make manual optimisations where needed. The cadence for these optimisations often occurs on a daily basis. We also oﬀers the ability to choose from a library of algorithms in the Algorithm Marketplace, each designed to support diﬀerent campaign types, channels, and marketing goals. The Algorithm Marketplace is a simple-to-use tool with recommendations that make it easy to pick the right algorithm for each ﬂight. Additionally, clients can work with our engineering team to create a custom algorithm that considers unique business rules.
Under GDPR what legal basis are you providing your services under?
dataxu is relying on consent as the legal basis for collecting and sharing data from EU data subjects, for the purpose of ad measurement and targeting.
If consent is the mechanism then can you prove how you obtained it?
We have contractually ensured our third party partners will only provide us with data that has been gained with consent as deﬁned in the GDPR. We support and were involved in the creation eﬀort of the IAB’s technical consent program. This enables digital advertising companies to share user consent information among publishers, buyers, and data companies in a real time bidding transaction.
Are you using the IAB Framework?
What other 3rd party data partners require consent for your business to deliver its service?
We have contractually ensured our third party partners will only provide us with data that has been gained with consent as deﬁned in the GDPR. You can see a full list of our data partners at https://www.dataxu.com/about-us/partners/
What do you do with data you obtain from advertiser’s campaigns or data tags?
All data collected on behalf of a client, is only used for the beneﬁt of that client and never shared outside the client's organisation. All data is siloed, and all machine learning processes are encapsulated within each brand’s own dataset. The information that we collect via our technologies on behalf of those clients is used for the purpose of targeting ads, measuring the eﬀectiveness of ads and to identify the audience most likely to respond to an advertisement. This information also helps dataxu ensure that consumers don’t repeatedly see the same ad. We comply with all industry standards on consumer privacy protection in each jurisdiction.
Are advertisers permitted to appoint their own 3rd party partners for veriﬁcation and measurement?
Will you provide a link to your privacy and data policies?
For a comprehensive view of our data policy please see https://www.dataxu.com/aboutus/privacy/data-collection-platform/
Will you share how you build audience, contextual and targeting segments?
dataxu's Audience Manager allows customers to build and import audience segments for their campaigns. It provides the ability to build audiences using Boolean logic selecting segments from our robust selection of third party data partners, or import ﬁrst party audiences from any DMP partner. For contextual targeting, we partner with Grapeshot for customers to select their preferred contextual settings directly within our TouchPoint DSP.
To find out which other companies have completed the FAQs, please visit our members directory here.