This step of the DSP Campaign Builder is Optional.
As of today, Zeta statistics reveal that an average person employs 3.8 devices on a regular basis, and the number is growing. Clearly, customers can see Ads from the same campaign on multiple devices and often see impressions on one device and convert on another. Therefore, it is vital that digital advertisers take a holistic view and seek to identify individuals on all the devices they use.
The methodology is capable of crediting Ads shown/clicked on any of a user's devices, irrespective of the device of conversion, including cases such as:
Ad shown on an iPhone, conversion on a desktop browser
Ad shown on a tablet app, conversion on the same tablet's web browser
Ad shown in a desktop browser, conversion in a different browser on the same desktop
Zeta DSP Campaign Builder supports cross-device optimization and you’re here to see how.
Modeling and Optimization
Navigate to the Advanced Settings tab of the Campaign Builder to set up the Modeling and Optimization options.
If you have run campaigns previously and this one is similar in terms of product and audience, you may use the Model Group setting to guide this Campaign's bidding with data learned from that campaign.
Select the Cross-Device Optimization toggle to enable Cross-Device attribution in which two or more apparent users who use different devices than one another can be determined to be a single individual.
Select the Ad Collision toggle to reduce ad collision ratio. However, while enabling this feature can reduce the ad collision ratio, ad collision cannot be completely eliminated. In addition, performance and delivery may also be affected.
From the Model Group dropdown, select the name of the previous campaign you want to use.
Click on the X button to remove a model campaign.
Zeta suggests avoiding Frequency Caps as they can make it much more difficult for the DSP AI to find the optimal device for conversion. In fact, frequency is a factor that the AI considers when optimizing its bidding. A Frequency Cap can be set to limit the impressions delivered within a given number of hours.
Entering Frequency Caps is optional, and you may get better results by leaving them blank. Zeta models determine an optimal frequency for each user automatically by figuring in factors such as the recency of the last ad shown and the total number of ads shown.
To apply a Frequency Cap, click on the icon within the Add Column
Enter the number of ads (impressions) to be shown during the set period.
Select Device or DSP Household.
Enter the number of Hours to establish as the period for the Frequency Cap.
Optional: Create an additional Frequency Cap using the Second Frequency Cap section.
If you cannot see the Partner Margin, reach out to your Account manager.
Determine your partner margin by choosing your desired percentile.
After you’ve set in all the advanced settings for your campaign, click on Save & Continue to Contacts (Optional) at the bottom of the screen to continue building your campaign.