Advertising
51Degrees can help advertisers and agencies increase return on ad spend (ROAS) through the use of rich, nuanced data and tools in their advertising supply chain. Using Device Detection and IP Intelligence, we can help inform targeting decisions and ensure more accurate measurement of campaigns.
From filtering non-human ad traffic through to adding vital contextual data into the bidstream, 51Degrees makes advertising more effective and efficient.
Use 51Degrees for advertising
Make every impression count
51Degrees offers a range of tools and data products that can help advertisers and agencies improve ROAS simply and effectively.
All of 51Degrees' tools are designed to integrate directly into OpenRTB and Prebid, enabling the easy enrichment of advertising traffic.
51Did
51Did, our verifiable and stable digital identifier, can help you to better understand your audiences and measure their interactions with your brands and campaigns more effectively. The Model Terms for Marketing (MTM) contract governs how this decentralized identifier is used.
Human Confidence
Human Confidence helps you identify non-human traffic in your advertising bidstream, helping to ensure that you're only paying for and measuring media that's being served to real humans. With the explosion of bots across the web, Human Confidence is rapidly becoming an essential tool for marketers.
Device Detection
Device Detection lets you not only optimize the delivery of ads based on the device being used but can also provide important contextual data for targeting, such as the age, price band, and OS of the device.
IP Intelligence
51Degrees' IP Intelligence product gives you a nuanced understanding of important contextual information, such as device location and network, for more effective targeting and measurement. Importantly, unlike legacy IP location solutions, IP Intelligence from 51Degrees provides you with an honest assessment of the precision and confidence of any location indication, helping you target more precisely and, as importantly, avoid location targeting errors.
Our customers
We work with brands and agencies to enhance their tech stacks with rich data and powerful technologies that enhance targeting and measurement.
Whether you're a CMO or Head of Media within a brand or a CTO, Head of Programmatic, or Head of AdTech at an agency, we can help you to refine and improve your targeting and measurement approaches.
AdTech customers like Adform, Adsterra, and DeviceForensIQ are already benefiting from our real-time data to help enrich their offerings.
4 ways to improve ad targeting and measurement
Use device and location data to build audiences
Group visitors by the price band and age of their devices, then add country and town from the IP address. You can target these segments without collecting behavioral data.
Who it serves. Media buyers building audiences without third-party cookies.
Pairs well with Bidstream enrichment, when you want to include these audience details in bid requests.
Integration time. One afternoon with the Pipeline API.
Ingredients, 12
- PriceBand
- ReleaseAge
- ReleaseYear
- HardwareRank
- HardwareVendor
- DeviceType
- BrowserName
- PlatformName
- Country
- Town
- HumanConfidence
- 51Did
Hero ingredient. PriceBand Use the device's price band to build audience segments without collecting behavioral data.
- Select devices in a premium price band.
- Add ReleaseAge to find the flagships released this year.
- Add country and town for local targeting.
- Serve premium creative to this audience, then use 51Did to cap frequency and measure the campaign.
Chef's tip. A flagship released this year and a 2019 mid-range phone can belong in different audience segments.
Choose ad creative that works on the visitor's device
Choose a version that fits the screen and uses a video format the browser can play. A lighter file can help on a slower connection, where a larger ad may stutter before the viewer reaches the end.
Who it serves. Ad ops and creative teams adapting ads for different devices.
Pairs well with The perfect stream, to match the video stream as well as the ad creative.
Integration time. One sprint, alongside your ad server.
Ingredients, 12
- ScreenInchesDiagonal
- ScreenPixelsWidth
- PixelRatio
- BrowserVideoCodecsDecode
- Html5Video
- WebP
- BrowserName
- IsMobile
- IsTablet
- IsTv
- ConnectionType
- HumanConfidence
Hero ingredient. BrowserVideoCodecsDecode Use the browser's supported video formats to choose an ad it can play.
- Read the screen size and pixel density
- Check which video and image formats the device can decode
- Pick the creative variant to match
- Use campaign analytics to refine the creative choices for the next campaign
Chef's tip. Resizing an ad for the screen doesn't tell you whether the device can play the video.
Check the device behind a CTV bid request
A bid request may describe a smart TV even when it comes from another device. Use NativeBrand and NativeModel to check the manufacturer and model, then compare the claimed video support with HardwareVideoCodecsDecode.
Before you bid. Flag requests where the claimed device and the detected device disagree. This helps keep spend away from spoofed CTV inventory.
Who it serves. CTV publishers, SSPs, DSPs, and measurement platforms.
Pairs well with Suspicious traffic management, when you need to investigate suspicious requests. The perfect stream covers playback on genuine devices.
Integration time. One sprint, alongside your bidder.
Ingredients, 12
- IsTv
- IsMediaHub
- IsConsole
- HardwareVendor
- HardwareModel
- NativeBrand
- NativeModel
- HardwareVideoCodecsDecode
- PlatformName
- PlatformVersion
- BrowserName
- DeviceType
Hero ingredient. NativeBrand Use the detected manufacturer to check the device claimed in a CTV bid request.
- Separate the TVs from the sticks, boxes, and consoles
- Pass the real vendor and model into the CTV bid request
- Cross-check the claimed device against the video formats it supports
- Measure and price each impression using device data
Chef's tip. Compare the claimed TV with the detected device before you spend on the impression.
Filter non-human traffic before you spend on it
Start with the crawler properties to identify traffic that gives its name and purpose. Use Human Confidence to decide how to handle the remaining visits before counting them as ad impressions. The network properties also let you review traffic from VPNs, proxies, and data centers.
Who it serves. Teams checking bot traffic in analytics and ad spending.
Pairs well with Spot the fake, for a closer look at the device in a suspicious request.
Integration time. 30 minutes in any Pipeline API integration.
Ingredients, 10
- IsCrawler
- CrawlerName
- CrawlerUsage
- CrawlerProductTokens
- IsArtificialIntelligence
- HumanConfidence
- IsVPN
- IsProxy
- IsHosted
- HumanProbability
Hero ingredient. HumanConfidence Know how likely it is that a person will see your ad.
- Check IsCrawler on every request
- Filter named crawlers according to their name and usage
- Use IsArtificialIntelligence to identify AI traffic
- Use HumanProbability or the HumanConfidence property to review the remaining traffic
Chef's tip. Check named crawlers first, then use Human Confidence to decide how to handle the remaining traffic.
Start with the advertising problem you want to solve
Each recipe explains the business use, followed by the properties and steps your developers need. It also includes a link to create a Resource Key.