Overview

With the Buyer insights tool, you can compare buyer behavior in your own network with the buyer behavior in the entire market. Buyer behavior includes the actually paid price for impressions and the market share of the buyer.

Benefits

You can:

• identify buyers that buy below the general trend CPM / median CPM and work with buyers on improving these CPMs
• compare your own top buyers with top market buyers to discover opportunities
• identify top buyers not buying on your inventory yet and start prospecting these
• identify declines in spending of buyers
• get recommendations from Equativ in terms of yield strategy and change network settings accordingly (deals, delivery rules)

Some example cases and conclusions you can draw from the buyer insights tool:

• the buyer is ranked lower (lower market share) in your own network compared to the entire market but the eCPM is comparable (more or less identical); in this case you should contact the buyer to identify growth opportunity
• the buyer is ranked lower (lower market share) in your own network compared to the entire market and the eCPM is higher in your own network; in this case you should check if there is a floor price related delivery rule for the given buyer which prevents him to access your inventory

Prerequisites

The Buyer insights tool is only available if your user account:

• has the user right "Buyer Insights : View"
• has access to all sites and to all deals in your network
• has access to RTB statistics (reports)
• has the user right "Access to RTB+ module"

Check the settings in the menu Administration > Users / User groups if you do not have access.

Access

To open the Buyer insights tool, go to Reports > Buyer insights.

Charts

About the charts - Buyer vs. Advertiser

You can select from two modes using the switch at the top:

• Buyer mode: displays stats by buyer (i. e. by trading desk and DSP)
• Advertiser mode: displays stats by advertiser (i. e. by brand)

Filters

Filters are particularly useful to determine revenue opportunities (e. g. comparing the revenue from the inventory type "Native" in your network vs. the revenue on the market). 

• the Country filter is mandatory: without a selected Country filter, the charts will remain empty
• the other filters (Inventory type, Auction type, Platform, Advertiser category) are optional
• you can select multiple items per filter
• you can combine multiple filters

Time frame

Choose from the following time frames:

• Last 7 days
• Yesterday
• Last 30 days 
• Current week
• Custom

Note You can display data up to two months into the past. 

Buyer charts

To display the buyer charts (i. e. by trading desk and DSP), set the switch beneath the filters to “Buyer” (left position). There are two charts:

• Top Buyers - Market data: top 20 buyers of the entire market; left side
• Top Buyers - Network data: top 20 buyers of your network; right side

Both charts show: 

• the Buyer, ranked by revenue (left column)
• the Revenue (blue bar) of the buyer; the revenue bar length is relative to the top buyer; for instance, if the blue revenue bar of a buyer is half the length of the top buyer, this means that this buyer generated half of the revenue generated by the top buyer
• the eCPM (yellow bar); represents the average CPM that was actually paid by the buyer
• the eCPM in your network’s currency (right column)

Tooltip

On mouse over, you can display a tooltip which indicates:

• the buyer name (in grey)
• the name of the DSP used by the buyer
• the Rank among the top 20 buyers
• the Revenue made by the buyer in your network’s currency (only available in the Top Buyers - Network data chart)
• the eCPM in your network’s currency

Network rank vs. Market rank

The default sorting in the right chart (Top Buyers - Network data) is by revenue (blue bar) in descending order. Click on the Network rank button to switch to the Market rank sorting. As a result, the chart will still be based on the data in your network but sorted by the Buyers' revenue on the entire market, in descending order. In the Market rank view, if a buyer is ranked very high but achieves low revenues, this means that there are opportunities to be discovered for the given buyer.  

Advertiser charts

 To display the advertiser charts (i. e. by brand), set the switch beneath the filters to “Advertiser” (right position). There are two charts:

• Top Advertisers - Market data: top 20 advertisers of the entire market; left side
• Top Advertisers - Network data: top 20 advertisers of your network; right side

Both charts show: 

• the Advertiser, ranked by revenue (left column)
• the Revenue (blue bar) of the advertiser; the revenue bar length is relative to the top advertiser; for instance, if the blue revenue bar of an advertiser is half the length of the top advertiser, this means that this advertiser generated half of the revenue generated by the top advertiser
• the eCPM (yellow bar); represents the average CPM that was actually paid by the advertiser
• the eCPM in your network’s currency (right column)

Tooltip 

On mouse over, you can display a tooltip which indicates:

• the advertiser name (in grey)
• the Rank among the top 20 advertisers
• the Revenue made by the advertiser in your network’s currency (only available in the Top Advertisers - Network data chart)
• the eCPM in your network’s currency

Network rank vs. Market rank

The default sorting in the right chart (Top Advertisers - Network data) is by revenue (blue bar) in descending order. Click on the Network rank button to switch to the Market rank sorting. As a result, the chart will still be based on the data in your network but sorted by the Advertisers' revenue on the entire market, in descending order. In the Market rank view, if an advertiser is ranked very high but achieves low revenues, this means that there are opportunities to be discovered for the given advertiser.