FAQs

1. What are Macros?

   A macro is a placeholder for a specific event, such as ${CLICK_URL}, which is replaced with a real value when the creative is served. Defining macros is optional, limited to six per BAP, and each can accept up to 255 characters.

2. How many attribution pixels can I have per campaign?

   There is currently no limit on the number of attribution pixels allowed per campaign.

3. How do I delete an attribution pixel?

   • Go to the Campaign Manager Tab.
   • Hover over the campaign and click Edit.
   • Select an Ad Group.
   • Under the Attribution section, click the trash icon to delete the pixel.

4. How does Blockboard’s Pre-Bid Filter work?

   Blockboard’s platform uses client-side variables, such as user-agent strings, IP addresses, and referrer details, to gather device and environment information. This information, matched with metrics passed by the publisher, validates authenticity. Audience targeting is managed by third-party DMPs, independent of publishers.

5. How does Blockboard’s Post-Bid Filter work?

   Post-impression data is monitored to filter bot traffic using Blockboard's technology. Fraudulent impressions are identified with cookie-less technology, enhancing precise reach and frequency. Validated data is written to blockchain for verification against campaign parameters.

6. What is frequency management?

   Frequency management controls how many times a user sees an ad within a set timeframe. For example, a client can specify that a user sees an ad five times. Frequency can be set daily, weekly, or monthly.

7. What are Pixels, and how are they used?

   Pixels are code snippets embedded on websites to capture viewership data, including usage and behavior. Each pixel “fires” when a user interacts with different website parts, tracking ad viewer journeys and creating KPIs.

8. What is the retargeting process, and how does it help?

   Blockboard uses viewership data during a campaign to identify high-performing demographics. Ads are retargeted to focus on the ideal audience, improving campaign performance.

9. What is the difference between Uniques and Clicks?

   • Clicks: Total number of ad clicks.
   • Uniques: Counts individual users who click. For example, an ad viewed 20 times by 15 people results in 20 clicks and 15 uniques.

10. What is eCPM, and how is it different from CPM?

    • eCPM (effective CPM): Calculates revenue generated per 1,000 impressions for publishers.
    • CPM (cost per thousand impressions): The advertiser’s cost to reach 1,000 impressions. CPM is often the bid price in programmatic ad buying.

11. What are the two types of scanning methods in broadcast television?

    • Progressive Scan: Transmits all lines of a frame simultaneously.
    • Interlaced Scan: Alternates lines (even and odd), transmitting half a frame at a time.

12. With Audience Builder, is each audience limited to 5 segments?

    A custom audience can have up to five third-party segments, one first-party segment, and unlimited user pool segments. However, age targeting occupies one of the five third-party segment slots.

13. Why can’t I attach an audience to an ad group?

    There may be a processing time of 1-3 days for custom audience segments. Available segments are marked with a green "briefcase" icon under the Third Party tab. Once processed, the audience becomes selectable.

14. How does CPM bidding work, and can we hit higher CPM publishers?

    CPM bidding requires meeting or exceeding the floor CPM. A bid closer to the floor CPM reduces opportunities, while a higher bid improves chances. Optimization helps meet delivery goals, but there is no guarantee.

15. How can I set different monthly budgets?

    You can adjust budgets per month within a single campaign using the Customize Pacing by Date option at the ad group level.

16. Do pixels fire on all page views?

    Our pixels are event-based, firing on every page view without deduplication by viewer in reporting.