moat analytics onboarding guide...2019 oracle data cloud moat analytics onboarding guide | 10 an ftp...

©2019 Oracle Data Cloud Moat Analytics Onboarding Guide

MOAT ANALYTICS ONBOARDING GUIDE

©2019 Oracle Data Cloud Moat Analytics Onboarding Guide | 2

REAL-TIME ANALYTICS

How Will Moat Analytics Help You?

■ Attention & Viewability Collect and leverage the attention metrics that matter across desktop, mobile, and mobile in-app

■ Transparency Get greater transparency and accountability throughout the digital advertising ecosystem

■ Real-Time Optimization Optimize campaigns to any metric or combination of metrics in real time

■ Industry Benchmarks Quickly understand your brand’s relative performance to the industry

■ Brand Effectiveness Connect Moat Metrics to your 1st party data for a complete picture

■ Instant Presentations Export data, graphs, and heat maps directly to PowerPoint, Excel, or CSV

Unique Features

CAMPAIGN PERFORMANCESite-level analytics by campaign, creative, site, and more

FORMATInsights by format including ad size or type

TRENDSCreate instant trend graphs and exports

BENCHMARKS Stay current with aggregated quarterly benchmarks

MOAT BRAND SCOREAd effectiveness score and benchmarks

CUSTOMIZABLE TEMPLATESObtain presentation-ready templates in real time

ALERTSKnowledgeable campaign performance notifications

VIEWABILITY DIAGNOSTICInsightful breakdown of key viewability metrics

MOAT LIVEFollow and analyze real-time campaign data


SECTION 1

CREATING ALERTS IN THE DASHBOARD


1. Initial Setup

Moat Analytics offers you the ability to

set up alerts in your dashboard. Alerts

can be set to notify you of changes in

your Moat data.

Creating Alerts in the Dashboard

2. Recommended Alerts

Moat offers several recommended

alerts, as well as the ability to create

custom alerts.

3. Customize Alerts

Simply select the alert type, scope,

and metrics you would like included

in the alert.

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SETTING UP ALERTS


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4. Set Up Dimension Filters

Moat Alerts allows you to get very

granular with dimension filters and

send alerts to any recipient.

5. Preview Email Alerts

Before creating, you can preview

how email alerts will appear when

the parameters are met.

Creating Alerts in the Dashboard

ANY QUESTIONS?

Reach out to your Account Manager or [email protected]


SECTION 2

CREATING EXPORTS IN THE DASHBOARD


Creating Exports in the Dashboard

EXPORTING DATA FROM MOAT ANALYTICS

Moat offers you two options for

exporting data: Fixed Date Range

& Recurring Exports

1. Navigate to the desired tile; click

‘Exports’ in the upper right-hand corner.

2. Select the ‘Export CSV’ tab.

3. From within the Export CSV view,

select between ‘Fixed Date Range’

and ‘Recurring Export.’

Fixed Date Range Exports

Select ‘Fixed Date Range’ under Report Type

1. Under Dimensions, include desired

Dimensions by selecting the

checkboxes. Select specific entries

within a dimension using the drop-

down menus.

2. To export data at the current view

of the dimensions and metrics, click

‘Current View.’

3. After Dimensions are chosen,

select the desired Metrics using the

checkboxes on the right-hand side.

Note: More granular requests equate

to a larger file size and longer load time.

4. Navigate to the bottom of the Export

window and click ‘Export CSV’ for a

one-time export.

5. To save as a template, click ‘Save.’

Saved exports will remain in the

user’s default folders.

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Recurring Exports

Select ‘Recurring Export’ under

Report Type

1. To create a recurring export, select

‘Recurring Export’ under the Export

Type and select the desired frequency:

‘Daily, Weekly, or Monthly.’

2. Once all desired Dimensions and

Metrics have been selected, specify

the destination for the report. Under

Destinations, click ‘Create New.’

3. To deliver the report by email, click the

‘Type’ dropdown and select ‘Email’ for

delivery to email. The other options for

export destinations include FTP and

SFTP (File Transfer Protocol and Secure

File Transfer Protocol). They are each

created in the exact same process.

4. Enter the desired recipient’s email

address and click ‘Save.’ The recurring

export will now be set. Any recurring

reports set up in the past for a given tile

will appear under “Saved Exports” and

can be edited or deleted at any time.

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File-naming Conventions

In terms of naming conventions for the exports, the best

practice is adding macros that will autopopulate so the

recipients can know the date range for the reporting.

For reference, these are the macros we can use:

■ {start_date:%Y%m%d}

■ {end_date:%Y_%m_%d}

The part after the colon is completely customizable;

insert the date as desired. Here is an example of the

naming conventions:

Moat_ClientName_Export{start_date:%m_%d_%Y}-{end_

date:%m_%d_%Y}


EXPORT FAQS

Question 1: Can the dashboard provide

reporting broken out by weeks, months,

or quarters?

Yes, both the Fixed Date Range Exports

and Recurring Exports can be grouped by

the following intervals: day, week, month,

or quarter. This feature can be found by

selecting the ‘Date’ checkbox and toggling

on the desired grouping option from the

drop-down menu.

Question 2: When are recurring

monthly and weekly exports delivered?

Users can set a starting date for all

recurring exports.

Question 3: Can recurring exports

be edited?

Recurring exports can be edited by going

into the export tab in the UI, scrolling

down to Saved Exports, and clicking the

‘Edit’ button beside it. The edit function

allows the user to add/delete dimensions,

metrics, or change the frequency and

name of the export. Please make sure to

click the ‘Save’ button.

Question 4: Can recurring exports

be deleted?

Recurring exports can be deleted by going

into the export tab in the UI, scrolling

down to the export, and clicking the

‘Delete’ button beside it.

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An FTP is used as a location to transfer files

between a client and server on a network.

Typically an FTP is used when:

■ Clients want to write a script to ingest large

files directly into their systems programmatically

■ Clients want their organizations to be able to

access these files (rather than just the select

few in an email)

■ Clients want to host files on their own servers

Clients should have their own credentials to set

up the destination of their FTP exports. Otherwise,

Moat can set up an FTP manually.

To set the FTP destination:

1. Select ‘Export’ > then ‘Export CSV’ from

the dashboard.

2. Choose ‘Recurring Export.’

3. Scroll down to ‘+ Create New.’

4. Fill out the fields below with the

necessary credentials.

5. Name the export and click ‘Save.’

Amazon’s Simple Storage Service is a popular cloud

storage service. It is used to store and retrieve any

amount of data from anywhere on the web. Clients

sometimes use S3 over FTP to store data for a

number of reasons, including cost and security.

To set the S3 destination:

1. Select ‘Export’ and then ‘Export CSV’ from

the dashboard.

2. Choose ‘Recurring Export.’

3. Scroll down to ‘+ Create New.’

4. Select ‘S3’ as ‘Type.’

5. Fill out the fields below with credentials (note:

‘Bucket’ and ‘Key Pattern’ are optional fields).

6. Name the export and click ‘Save.’

7. Users can access their recurring exports using

the clients of their choice. Enter the credentials

to gain access to the export.


ADDITIONAL EXPORT DELIVERY METHODS

S3FTP



MOAT LIVE

Moat Live is a real-time dashboard that highlights how well different ads are performing across both display

and video. Moat Live is password-protected and offers both a real-time and summary viewing option.

Exporting Data from Moat Live

1. Navigate to the desired tile; click

‘Exports’ in the upper right-hand corner.

2. Select the ‘Export to Moat Live’ tab.

3. Within the Export to Moat Live

view, select an Advertiser and/or

Campaign view.

4. Manually enter or Auto-Generate

a password.

5. Select Export to Moat Live to view

the dashboard.

Real-Time View provides a visual overview of real-time activity as users view and interact with creatives.

This view offers a breakdown by device segments, impression velocity, engagements, completions, top sizes

or sections, and a complete creative gallery (across display).

Summary View provides a visual overview of campaign or advertiser performance to date. This view looks

at total exposure time, total engagements, total completions, a summary of audience device segments, top

overall sizes or sections, and a complete creative gallery (across display).


EXPORT TO POWERPOINT

Users can see screenshots of the display creatives and heatmaps based on user engagement within the

creatives. These can be found by selecting the ‘Creative’ level in the drop-down menu beneath Advertiser:

Attention Metrics

■ Hovers – When a user breaks the frame of the creative with his or her cursor in a desktop environment.

■ Interactions – When a user hovers over the creative and remains active within the frame of the ad for

at least half a second in the desktop environment.

■ Clicks – When a user performs any sort of mouse-down activity on the creative on a desktop. This does

not have to be a click-through to be recorded.

■ Touches – When a user touches within the frame of the creative on a mobile device.

The technology Moat uses to capture screenshots and heatmaps is separate from how Moat tracks and

measures data. Thus, regardless of whether or not screenshots and heatmaps are present in your dashboard,

your creative data will be accurate.



Predictive Heatmaps

Predictive heatmaps appear when not enough activity is recorded for the creative in question. Moat

generates these heatmaps using our image-sourcing technology, based on Moat algorithms and the

creative aesthetics, to determine where we would likely see user attention.

Manually Uploading Creatives

To manually upload a creative image, click on the camera icon above ‘Pending Screenshot’ for the creative

you are trying to update. After that, drag the creative into the picture field. Refresh the page and the

dashboard will display your creative.

Industry-Wide Limitations on Collecting Screenshots and Heatmaps

■ Hostile iFrame rate – Can prevent from capturing the creatives that ran and evaluating how users

interacted with these creatives.

■ Minimum activity thresholds – Can hinder the ability to generate heatmaps based on user activity

without a statistically significant amount of user data.

■ HTML5 Creatives – Can obstruct the ability to collect screenshots and user data if creatives of this type

are not served through DFP.



SECTION 3

VIEWABILITY DIAGNOSTICS


Viewability Diagnostics

VIEWABILITY DIAGNOSTICS METRICS

Turning on Viewability Diagnostic Metrics (VDM) from the Moat Analytics Dashboard is quick and easy.

Follow the steps below to help diagnose why impressions may be non-viewable.

1. Within the Moat Analytics dashboard, select the Metrics option, located below the date picker:

2. Under Metrics, select Viewability Diagnostic Metrics from the preset options:



The Moat Analytics dashboard allows users to take a deeper dive into viewability.

The viewability diagnostic chart allows you the ability to granularly understand performance across a given:

■ Site

■ Placement

■ Size

■ Advertiser

■ Browser

To see the chart in the dashboard, click on any metric in the row you want to drill into, and select the

Viewability Diagnostics tab. This information is easily exportable from the dashboard in either the image

or PowerPoint form.



Once the Viewability Diagnostic Metrics are enabled, metrics will show the symptoms that are impacting viewability.

The Viewability Diagnostics identify four core reasons for missing a viewable impression, which are

illustrated in the impression funnel below:

Out-of-Focus RateThe percent of impressions where the tab containing the ad was never brought into the foreground.

Was the browser tab containingthe ad in focus (i.e., not

minimized or backgrounded)?

Out-of-Sight RateThe percent of impressionswhere the ad was in aforegrounded tab, but thevisitor did not see anyportion of the ad.

Was at least some portion of the ad visible?

Missed Opportunity (Area) RateThe percent of impressionswhere the visitor saw part of the ad but did not see at least 50% of the ad.

Was more than 50%of the ad visible?

Missed Opportunity (Time) RateThe percent of impressions where the visitor saw at least 50% of the ad but did not view the ad for at least a second.

If the answer to all of the above questions is yes, then the ad has met

the criteria to be In-View! Those impressions that fell short and did not

become viewable will fall under one of the four diagnostic metrics.

Was the advisible for at

least onecontinuous

second?

ViewableImpression!

YES

NO

YES

NO

YES

NO

YES

NO


SECTION 4

INVALID TRAFFIC OVERVIEW


Invalid Traffic Overview

What is Invalid Traffic?

Per the MRC, Invalid Traffic, or IVT, is generally defined as traffic that does not meet certain ad serving

quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included

in measurement counts. This includes all impressions that are classified under General Invalid Traffic and

Sophisticated Invalid Traffic.

It is important to note the difference between the two types, as General Invalid Traffic tends to be list based

and easier to detect; whereas Sophisticated Invalid Traffic can point to fraudsters intentionally manipulating

end points to avoid detection. General Invalid Traffic can be identified through means of filtration or

standardized parameter checks. Sophisticated Invalid Traffic is more difficult to detect and requires advanced

deterministic analytics and human intervention to identify and analyze the end point. Moat is continually

improving our proprietary methods to detect both General and Sophisticated Invalid Traffic.

Types of General Invalid Traffic

TYPE DEFINITION EXAMPLE

Spider Rate The percentage of total unfiltered impressions that were determined to originate from known spiders according to the IAB/ABC International Spiders and Bots List.

Spiders represent non-human activity on the web. Although some are considered to be ‘good,’ ‘bad’ spiders can be masquerading as legitimate users.

Data Center Traffic Rate

The percentage of total unfiltered impressions that were determined to originate from a data center.

The end user IP address is identified as a known data center or cloud computing provider.

Excessive Activity Rate

The percentage of impressions that were determined to be delivered to users with invalid levels of activity.

User activity is detected by Moat’s tag that is more frequent than possible by a human.


Invalid Traffic Overview

What are the MRC Guidelines?

The MRC requires that all measurement organizations should employ elements from both detection and

filtration techniques, while minimizing the potential for their use to signal the detection methodologies to

perpetrators of IVT. More information can be found in the FAQ.

Front-end detection techniques should be employed with caution because they are particularly prone to

telegraphing detection techniques, in most cases, to the traffic source because of an element of blocking

that becomes apparent. As such, they tend to become less effective over time without additional research

and development into new detection methodologies.

Types of Sophisticated Invalid Traffic

TYPE DEFINITION EXAMPLE

Invalid Proxy Rate

The percentage of total unfiltered impressions that were determined to use a proxy, excluding corporate proxies.

Invalid proxies may be used to route traffic originating from data centers, bots, or other sources in order to make its origins appear to be an ordinary home or business.

Automated Browser Rate

The percentage of total unfiltered impressions that were determined to originate from an automated browser.

Moat’s JavaScript was able to analyze the end user’s browser and determined it could not have been driven by a human end point.

Incongruous Browser Rate

The percentage of total unfiltered impressions that were determined to originate from a browser with an incongruous feature set.

Features within the browser that indicate that it was not an authentic version of Internet Explorer, Chrome, Firefox, Safari, Opera, or whatever known browser the end point claims to be via its user agent.

Hidden Ad Rate

The percentage of total unfiltered impressions where the ad was hidden from the user’s view for the entire duration of the impression.

Ads hidden in a 1x1 frame, invisible ads, stuffed ads, or ads stacked on top of one another.

Invalid Source Rate

The percentage of total unfiltered impressions that were served on a domain identified by Moat as invalid, meaning the content or quality of the site has been flagged.

The domain contains contents that appears not to match its reported date of publication.

Session Hijacked Rate

The percentage of impressions triggered when a user’s session has been forcibly redirected to another site, tab, or app store.

A malware infection causes the browser to spawn a new browser window without user input.

©2019 Oracle Data Cloud

Contact your Oracle Data Cloud account team.

Oracle Data Cloud

Oracle Data Cloud helps marketers use data to capture consumer attention and drive results. Used by 199 of the 200 largest advertisers, our Audience, Context and Measurement solutions extend across the top media platforms

and a global footprint of more than 100 countries. We give marketers the data and tools needed for every stage of the marketing journey, from audience planning to pre-bid brand safety, contextual relevance, viewability

confirmation, fraud protection, and ROI measurement. Oracle Data Cloud combines the leading technologies and talent from Oracle’s acquisitions of AddThis, BlueKai, Crosswise, Datalogix, Grapeshot, and Moat.

The technology in the Moat Analytics Tag uses the OMID Client Library. The OMID Client Library allows the Technology to communicate with the IAB Open Measurement SDK available at https://iabtechlab.com/standards/open-

measurement-sdk/. The OMID Client Library is a separately-licensed third-party open-source component of the Technology. Company’s use of the OMID Client Library is subject to the Apache License, Version 2.0, which can be

found at http://www.apache.org/licenses/LICENSE-2.0.

moat analytics onboarding guide...2019 oracle data cloud moat analytics onboarding guide | 10 an ftp...

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