2. Reporting Attribution
What is Reporting Attribution?
“Making sense of the chaos.”
Simply put, it’s difficult—in some cases impossible— to align 3rd party network and ad server reporting. Beyond relatively simple problems like country naming conventions or date formats, report consolidation quickly becomes more complicated with conflicting geo-fencing definitions, impression count-discrepancies and opaque ad-unit mappings. In these cases we apply a concept of Reporting Attribution, which we define as the extrapolation of misaligned or incomplete network reporting data to achieve unified results. Or more simply:
Attribution is using the ad-server’s reporting to divvy up imperfect network reporting to achieve accurate-as-possible reporting
Let’s explore three of the most common needs for reporting attribution:
- Serving Discrepancies: A 3rd party network impression count doesn’t match your ad server. Where are the extra/loss of impressions applied?
- Incomplete Network Reporting: You have a single ad unit ID from a network. You have 3 ad placements serving the same ID in your ad server. How much revenue should be applied to each placement?
- Geo-Fencing Discrepancy: The Network reports impressions as coming from a different country than your ad-server. Where should those impressions be applied?
In all cases our Reporting Attribution process is designed to determine and “attribute” the best place for these impressions given the inherent discrepancies that come from ad serving.