In our continued efforts to support IVT guidelines set by the MRC, FreeWheel is introducing a new key value for clients to identify purchased traffic, starting 19th Jan 2020 in the 6.40 release.
MRC IVT Guidelines Update
Under the MRC's IVT guidelines, reporting and analysis of Acquired/Purchased Traffic is required if an organization subject to measurement by a vendor specifically purchases traffic (such as through an intermediary) or makes use of an assigned traffic arrangement.
Where known, measurement organizations must present a segmentation of relevant measured activity for purchased traffic only as part of IVT requirements differentiated from all other traffic categories at least at campaign level granularity and must report unknown sourcing where a determination cannot be made. Unknown traffic will not be reported as non-purchased traffic without direct evidence and support. More information can be found in the MRC's guidelines (in Section 4.1.2, page 29).
New Delivery Metrics Available January 19, 2021
Purchased Traffic metrics added to Analytics
To continue to be in alignment with the Media Ratings Council guidelines, Purchased Traffic metrics will be available in Analytics. FreeWheel will utilize information in the key value to segregate traffic by the metrics as defined below.
| Metric Name | Description |
|---|---|
| Purchased Gross Delivered Impressions | The number of Gross Delivered Impressions that were generated from traffic redirected from other properties other than owned (acquired or otherwise incentivized activities). |
| Non-Purchased Gross Delivered Impressions | The number of Gross Delivered Impressions that were NOT generated from traffic redirected from other properties other than owned (acquired or otherwise incentivized activities). |
| Unknown-Purchased Gross Delivered Impressions | The number of Gross Delivered Impressions that cannot be identified whether generated from traffic redirected from other properties other than owned (acquired or otherwise incentivized activities). |
| Purchased Net Delivered Impressions | The number of Net Delivered Impressions that were generated from traffic redirected from other properties other than owned (acquired or otherwise incentivized activities). |
| Non-Purchased Net Delivered Impressions | The number of Net Delivered Impressions that were NOT generated from traffic redirected from other properties other than owned (acquired or otherwise incentivized activities). |
| Unknown-Purchased Net Delivered Impressions | The number of Net Delivered Impressions that cannot be identified whether generated from traffic redirected from other properties other than owned (acquired or otherwise incentivized activities). |
Recommended Actions
Identification of purchased traffic
FreeWheel will support a new key value _fw_purchased_traffic for clients to identify purchased traffic starting 19th Jan 2020 in 6.40 release. For clients wishing to activate the new MRC metrics in Analytics, you must enable the _fw purchased_traffic key value pair.
- _fw_purchased_traffic = 1 means traffic is purchased
- _fw_purchased_traffic = 0 means traffic is not purchased
- _fw_purchased_traffic = no value means traffic is unknown
Resources
The Analytics Data Dictionary has been updated to reflect this change.
If you have any questions, please contact your Account Team.