Next Generation of Audience Measurement

I N T R O D U C I N G I N T E G R A T E D R E P O R T I N G

An award-winning audience measurement

S I N C E 2 0 1 4

Cambridge Analytica Data Scandal

M A R C H 2 0 1 8

Implementation of GDPR

M A Y 2 0 1 8

Introducing Integrated Reporting The Next Generation of Audience Measurement

A U G U S T 2 0 1 9

What is Audience Measurement?“

People Reach x Creative Effectiveness = Impact

43%

22%

12%

Duplicated Reach Incremental

Reach

Determine net

people reach,

incremental reach

and duplication to

increase cost

efficiency

Orchestration for

cost efficiencyCost per Reach

0.028 USD

Cost per Reach

0.009 USD

Cost per Reach

0.021 USD

Cost per

Unique Reach

0.36 USD

Cost per

Unique Reach

0.33 USD

Cost per

Unique Reach

0.25 USD

Facebook Youtube Local Publishers

Reach

43%

Reach

22%

Reach

12%

How does it work?

Audience Panel

▪ Size: 230,151

▪ Opted-in

▪ Device and cookie tagged

Our quality philosophy is based on

doing it right from the beginning.

Our benchmarking shows we have

some of the best scores for quality in

the world.

Quality means the world to us

Audience tracking

To track the ad, a 1x1 tracking pixel is inserted

in the creative for each placement, according

to the media plan.

Via the ad tracking technology, Decision

Lab’s Audience Panel is automatically divided

into two groups.

For Local Ad Network and GDN, pixel

tracking are still possible. The process

remains the same.

For Facebook and YouTube, since pixel

tracking is no longer available. The

system will send a request to grant

access to the first party data.

Introducing integrated reporting

Next Generation of Audience Measurement

How it works

1Data Import

2Data Alignment

3Data Analysis

4Final Report

Step 1

Data Import

Provide Decision Lab with

your ad account ID

Decision Lab requests

permission to access your ad

account for connection

setup

Data Import Setup

Approve Decision Lab

request to finalize the basic

preparation for data import

Only applied for Facebook, YouTube DV360 and Google Ads.

Step 2

Data Alignment

Since we are pulling first-party data of

YouTube and Facebook, there is a need

to align the audiences to make it

comparable.

In this process, Decision Lab uploads

our audience panel into both

platforms. Then we match this data

with YouTube and Facebook reports to

identify the hit rate of each platform

for the target audiences.

Unified digital universe

Audience Panelist Age

Reported Age by Platforms

TotalAGE 13 - 17 AGE 18 - 24 AGE 25 - 34 AGE 35 - 44 AGE 45 - 54 AGE 55 - 64 AGE 65+

AGE 13 - 17 66.6% 25.1% 3.7% 1.0% 3.2% 0.3% 0.1% 100%

AGE 18 - 24 2.1% 93.5% 3.2% 0.3% 0.7% 0.1% 0.1% 100%

AGE 25 - 34 0.0% 1.8% 95.9% 1.8% 0.1% 0.0% 0.3% 100%

AGE 35 - 44 0.0% 0.3% 1.5% 95.7% 2.3% 0.1% 0.1% 100%

AGE 45 - 54 0.2% 0.3% 0.1% 2.9% 93.7% 2.3% 0.6% 100%

AGE 55 - 64 0.1% 0.5% 0.3% 0.3% 3.6% 93.2% 2.0% 100%

AGE 65+ 0.2% 0.3% 0.3% 0.2% 0.5% 4.4% 94.1% 100%

Correction Metric

(*) For reference only

Verified reach by standard age and gender groups.

Step 3

Data Analysis

FEATURES INPUT LAYER HIDDEN LAYERS OUTPUT LAYER

INTEGRATED

DATA

Neural NetworkFactors that the system takes into consideration.

Digital Media

Consumption Study

Timing of

Campaign

Size of Campaign

Distribution of Age

Group

Frequency

Online Population

Size

Reachable Number

…

Decision Lab conducts a bi-yearly

survey of Vietnam media habit

consumption. Decision Lab will be able

to know the likelihood of a person

getting exposed on a media platform.

The result of this study will be used to

deduplicate the reach of the individual

platforms.

Digital Media Consumption

INTEGRATED REPORT

Step 4

Final Report

Test Campaign

Overview Profile Reach Affinity

Overview

50% / 345.555 people in target group

reachedThere are 691.110 persons in your target group

We’ve logged 2.295.000 impressions distributed on 5 publishers

834.000 of the impressions were in the target group

The average frequency in the target group is 4.1

There has been delivered a total of 65 TRPs

Total 1.520.010

In-target group 985.020

In-target group + 400.000

FILTER EXPORT

ASKE OSTERGAARD/ DECISION LAB

Get started with us today!

Contact one of our consultants for more details.

STA RT IN G FROM 2 , 000 USD

Reach out to us

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