Troubleshooting for Google DDP

Other Internal Topics on Google DDP

This page consists of all the other information related to Google DDP. Market Coverage

In the mApp scenario (--> India and Spain) - Non-programmatic space In the mApp scenario (--> India and Spain) - Programmatic space

In the mWeb scenario (---> Italy) Licensing

Types of License Pricing of License Available Impressions

Reporting/Invoicing Limitations

Market Coverage

The market coverage includes all the countries that are live as of the current date. Ensure to check for the following details: Whether we are allowed to monetise using this product through Google

Whether the contract gets violated if we do so

In the mApp scenario (--> India and Spain) - Non-programmatic space

Any Agency can buy the Zeotap-enriched inventory directly from the premium Publishers in the following scenarios: If the Publisher uses DFP and

If the Publisher has an in-app inventory

As the first step, you do not have to integrate a pixel with any Publisher (for example, Prisa in Spain). This is because the mApp identifiers are persistent and are the same across all the Publishers with the in-app inventory.

In the mApp scenario (--> India and Spain) - Programmatic space

Any Agency AND trading desk can buy our segments through DBM

In the mWeb scenario (---> Italy)

Any Agency can buy the Zeotap-enriched inventory directly from the premium Publishers in the following scenarios: If the Publisher uses DFP and

If we have at least integrated our mapping pixel with one big Publisher in the market that uses DFP

Why is "big" important?

Assume that we integrate the mapping pixel with "Times of India", a very large Publisher in India. People browsing on "Times of India" on whom we drop our mapping pixel are likely to also visit the other Publishers' mWeb sites in India.

If these other Publishers also use DFP, then we do not have to sync cookies. Also, there must be significant overlap. If the overlap is poor, we have to start cookie sync with that Publisher as well.

Licensing

In Google DDP’s parlance, segment creation is just the first step towards monetisation. The second step is to create a license that takes that segment from Google’s platform and makes it available on the client-side UI (DFP or DBM).

Types of License

The license can be of the following two types:

Global license – If we globally license (Licensing to Google Reseller) any segment, this segment becomes available to all the global DBM (not DFP) clients on the platform. It can have just one price for this license and that price applies to all the clients.

Direct license – If we directly license the segment to any particular client, it means that the particular license is only available to that client.

Pricing of License

As mentioned, if it is a global license, then the pricing is the same for that license and is applicable for all the clients who use that license. Whereas, if it is a direct license, then the pricing can be different for each of the direct licenses because the license in this case is per Publisher

/Advertiser.

The pricing of the license can be changed. It is generally reflected in the next 4-8 hrs after the change is done.

There are also quite a few complications in terms of how Google attributes revenue to partners. This depends on how the segments are used from different partners or when multiple segments are used from the same partner using AND, OR, NOT. To know more about the pricing refer to here.

Available Impressions

For every licensed segment, when that segment is added to target a particular campaign, then there is a “available number of users/impressions” that appears on the client side platform. This is dependent on the following aspects:

In case of DFP – It depends on the overlap between our users and the Publisher’s users In case of DBM – It depends on the other filters chosen as the campaign settings

Reporting/Invoicing

Google provides only the basic metrics for the reports. Reporting is automated through API. The following are the available reports: Impressions

Clicks* Revenue

*Clicks numbers reported on the DDP UI are inaccurate for DFP/DBM, as communicated to us by Google. Therefore, we cannot rely on it.

We have to get in touch with DFP/DBM partners to get the click and CTR numbers.

In terms of invoicing, we do not invoice or collect money from the users of our segments as that responsibility lies with Google. In turn, Google pays us our outstanding for every 60 days.

For the buy-side products – Google does not charge any commission on the buy-side products. Hence so we get the full payment for DBM licenses

For the sell-side DFP licenses – Google keeps a 20% cut

The minimum price for the licensing of DFP seats is 0.10$ or the corresponding currency equivalent. Otherwise, the license fails.

An additional point to note is that Google also charges some commission/fees from the Publishers whenever they use a DFP licensed segment from us or any party. In fact, Google also charges for their first-party audience use. These commission/fees are determined by a variety of factors that includes the Publisher’s geography, implementation and volume among others. Therefore, the charges differ from a Publisher to a publisher. For example, TgAdV in Italy is charged 5 cents CPM fees for using our segment on DFP.

Limitations

The following are some of the limitations associated with Google DDP:

No cross-device targeting is available for the audience lists that we license to the clients. This is because Google currently does not support that for third-party lists.

They do not support Advertising IDs except the raw ones like AAID and IDFA. This means that the hashed versions of the advertising IDs cannot be used here. We have seen that this reduces the audience segment size by close to 30% on average.

Whenever we license any segment at a cost of 0 to any Advertiser/Agency, the impressions/clicks/revenue reporting is not provided to us for that license. This does not apply to DFP because there we cannot even license any segment for a price of 0.