Leveraging CPM/Margin Tracking Options in DSPs to Track Data Usage and Self-Report Accurately

To maximize value and maintain transparency, it is essential for clients to track their usage of data accurately and self-report when required. By leveraging CPM and margin tracking options within your DSPs, you can efficiently monitor media spend, data costs, and profitability.

Why CPM and Margin Tracking Matter: CPM is a key metric for evaluating the cost-efficiency of digital advertising campaigns. Margin tracking helps ensure that media buyers understand the difference between the cost of ad inventory and the price charged to their clients. For agencies and brands using Resonate data, tracking these metrics can provide the following benefits:

• Accurate Cost Management: Gain insight into how much is being spent on media and data fees.
• Compliance and Transparency: Properly attribute costs related to Resonate’s data usage for self-reporting and auditing purposes.
• Performance Optimization: Identify opportunities to adjust bidding strategies for better campaign efficiency and profitability.

How to Track CPM and Margins in DSPs:

1. Custom Cost Fields: Many DSPs, including The Trade Desk, DV360, and Amobee, allow the addition of custom cost fields to track expenses such as data usage fees. Configure these fields to capture costs related to Resonate data.

2. Cost Allocation and Fee Tracking:

• Set up partner-level fees to capture data costs.
• Include third-party data costs (like Resonate data fees) in campaign line items.
• Regularly review and update cost allocation settings to maintain accurate records.

3. Reporting Dashboards: Use built-in reporting dashboards in DSPs to track and visualize data spend.

• Analyze metrics such as Total Spend, CPM, and Margin.
• Filter reports by data provider (where supported) to isolate costs associated with Resonate data.

4. Integration with Financial Systems: Export cost data from DSPs to financial or analytics tools (like Google Data Studio or Tableau) for advanced margin tracking and reporting.

Best Practices for Accurate Self-Reporting:

• Data Labeling: Clearly label campaigns using Resonate data to simplify tracking and reporting.
• Regular Audits: Schedule regular audits of campaign costs and data usage.
• Compliance Monitoring: Stay updated on any contractual requirements for data usage reporting.
• Documentation: Maintain thorough documentation of data usage, costs, and self-reports for auditing purposes.