Competitive Benchmarking

Document created by catherine.racette on Mar 1, 2017Last modified by catherine.racette on Mar 1, 2017
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Competitive Benchmarking allows you to see how your inventory performance stacks up against similar publishers, compare your eCPMs with industry and category trends, and identify pricing upside opportunities and sales possibilities based on advertiser data.

 

Access Competitive Benchmarking

  1. Click Analytics in the top-level navigation.
  2. Click Benchmarking in the secondary menu.
  3. Filter the report using the filter options below.

The report can be viewed in a graphical or a list view by selecting the option for View Type.


Filter Options

Use any of the following filters to modify how the data presented.

Date

The date range to be applied to the report.

  • Last Week: Generates a report based on the last week’s data.
  • Last Month: Generates a report based on the last month’s data.
  • Custom Range: Allows you to create a custom date range for the report.

Sales Channel

The sales channel to be included in the report, such as Open Exchange and PMP.

Platform

The platforms to be included in the report. 

  • Mobile App Android: Select for impressions displayed in an Android mobile application.
  • Mobile App IOS: Select for impressions displayed in an iOS mobile application.
  • Mobile Web: Select for impressions displayed on your website in a mobile web browser.
  • Web: Select for impressions displayed on your website in a desktop web browser.

Ad Format

The ad format to be included in the report such as Display or Video.

 

Ad Size

The ad sizes to be included in the report.

 

View By

The entity to be included in the report.

 

  • Advertiser: View metrics by advertiser to compare  your inventory performance compared to other similar publishers on the basis of advertisers. This report enables you to compare which advertisers are paying you less or more with respect to other similar publishers. A sample set of these peer publishers is used for benchmarking against your account.
  • Advertiser Opportunity: View projected potential revenue that could be generated and CPM for selected advertisers.
  • Advertiser by Publisher: Compare your inventory performance with other similar publishers on the basis of two advertisers. This report enables you to compare how much revenue these two advertisers are paying you with respect to the other publishers. A sample set of these peer publishers is used for benchmarking against your account.
    Please select at least one advertiser or advertiser’s category to compare.
  • Categories: Compare your inventory performance as compared to other similar publishers on the basis of advertisers' categories. This report enables you to compare which category of advertisers is paying you less or more with respect to other similar publishers. A sample set of these peer publishers is used for benchmarking against your account.

Outlier Threshold

The value of PubMatic's performance compared with the median peer-set performance.

 

Metrics

The metrics to be used for the report.

  • eCPM: The average CPM (cost per thousand) for the impressions.
  • SOW (Share of Wallet): The percentage of buyer spend directed to a particular advertiser or advertiser category for the selected time range.
  • SOV (Share of Voice): The percentage of total impressions delivered for a particular advertiser or advertiser category for the selected time range.

 

Show

The sales channel you want to use for the report.

 

View Type

Percentage of times an ad is displayed to the visitor. 

  • <Graphical View>: A line chart that represents the performance of selected entities.
  • <Tabular View>: A table that represents the performance of selected entities. You can view following details in a tabular format.
    • Advertiser
    • eCPM
    • Share of Wallet (SOW)
    • Share of Voice (SOV)

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