One of the key benefits of programmatic advertising is that as a marketer you have access to many data points for each ad request. Smarter harnessing of these data points is even more critical in performance advertising. One such data point which drives significant improvement in performance is Session Depth.
While many black box solutions do not expose all such targeting parameters to the marketer, as your in-house programmatic platform, it is very natural for Kayzen to allow marketers to set up campaigns leveraging such key targeting parameters. Today, after a successful beta testing, we are happy to announce that Session Depth targeting is now available to all our customers.
What is Session Depth?
Session depth refers to the number of ads a user has seen in the current session. The first ad request generated for a user after they open an app is referred to as session depth 0. Each subsequent ad request increases the session depth count by 1.
Why is it important?
Ad fatigue is an important factor which impacts performance of your campaigns. The more ads a user has already seen in a session, the less likely he/she is to interact with the new ad. Users are more receptive to ads early on in a session. Hence, by targeting users with different session depth values, marketers can set up campaigns which satisfy their scale and performance goals.
Session Depth Targeting
- You can now select Session Depth targeting during creation and editing of your campaign.
- There are 3 options that can be chosen-
a. Any - This is the default value. The platform will ignore any Session Depth specific values while evaluating campaign's eligibility to serve on a bid request.
b. Range - You can select a specific range of Session Depth and the campaign will serve only if the user's session depth value satisfies the given range. For instance- if Range value chosen is 0-3, then the campaign will be eligible only if the user has seen <=3 ads in this session. Please note, if you select this setting, any exchange which does not pass Session Depth information (Refer Limitation section below), will not serve on this campaign.
c. Exact - You can also select an exact value for the Session Depth and the campaign will become eligible only if the user's session depth value satisfies the exact value selected. For instance, if the exact value selected is 3, then the campaign will be eligible only if this is the 4th ad impression that the user will see in this session. Please note, if you select this setting, any exchange which does not pass Session Depth information (Refer Limitation section below), will not serve on this campaign.
As of today, not all the programmatic exchange partners pass Session Depth information in the bid stream. Currently, you can use this feature for AppLovin, Appodeal and Unity. As and when other exchanges will start passing this information, you will be able to use Session Depth targeting feature for those exchanges as well.