Tripadvisor - Member Metrics

Posted on: Monday 14 February 2022 | IAB UK

The following responses have been supplied by [company name] regarding its measurement and the ad verification process. This is part of an initiative to map the measurement options offered by our media owner and platform members as part of National Anti-Click-Through Rate Day (February 2022)


 

Check out the rest of the results to discover, at a glance, which suppliers are being used as well as what measurement metrics are offered by Tripadvisor and other media owners/platforms here

 

Do you offer advertisers verification information about the campaigns they run with you, for example around areas like viewability and brand safety?
Yes.

 

As you offer advertisers verification information about the campaigns they run with you, how do you predominantly operate?
Use own third-party provider. (See which third-party providers are used by media owners/platforms here).

 

As you offer viewability metrics to advertisers, do you have a minimum viewability % you work to as a campaign average?
70% is typically our benchmark.

 

Do you offer advertisers performance information about the campaigns they run with you, for example around areas like reach, clicks and brand uplift?
Yes. (See what performance information is offered, by platform, here).

 

Do you offer advertisers performance information about campaigns they run with you on other platforms?
Yes - we have off-platform audience extension as well as social campaigns and always share performance detail on this.

 

Which third-parties have you worked with in the last 12 months?
DFP/GAM Internal tracking - Media Insights Dashboards, Celtra for Rich Media, Tracking provided via Facebook, IG, TheTradeDesk (aud ex product). For ad verification we work with Nielsen DBE, Kantar, Qualtrics, Placed and will also partner with clients/agency preferred partners.

 

Have you worked on any measurement or insight projects on ‘attention’ over the last few years?
No but we are open to!

 

Finally, in terms of digital metrics and measurement, is there anything else you would like to add which advertisers would find useful?
I think we need more standardisation around measurement and realistic goal setting based on industry averages. We often feel like because there isn't a standard, clients and agencies set unrealistic expectations with publishers (e.g. 0% fraud) instead of creating better benchmarks for what success looks like.

 
To find out which other companies submitted responses, please visit our member directory here.

 

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IAB UK

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