Product Bulletin

Welcome to the Verizon Media Ad Platform API Product Bulletin. This update includes a quick snapshot of recent and upcoming releases and is focused on features supported by the API. A summary of supported functionality is also included.

Product Bulletins are updated on a monthly cadence for Verizon Media API partners, account managers and developers.

Podcast

Tune into the June Product Bulletin podcast for the latest on Verizon Media API features, changes and product enhancements released this month by the product development team.

June, 2019

New Supply Name Publisher Tracking Macro

  • Native Ad Platform now provides you with a new publisher macro: ${supply_name}. This new macro enables advertisers to optimize performance by seeing full domain names or app package names where their campaigns are running. Advertisers can take advantage of this macro for purposes of more granular reporting and user analytics. You can also use this macro to match up supply performance to backend metrics not exposed in the Native Marketplace, as well as learning what sites to blacklist based off of performance. For more details on usage and macro setup, see Dynamic Parameters in the API Guide.

[UI] Multi-touch Attribution

  • Verizon Media now provides you with a new dashboard in the Native Ad Platform UI that lets you determine the value of each customer touchpoint that leads to a conversion. With Multi-touch Attribution (MTA), you can generate and view a complete report at the campaign level that details how a customer got to a particular conversion – for example, by means of an impression or click. That enables you to analyze the weight of each touchpoint and allocate the right amount of spend for your future campaigns and marketing channels, so you can achieve the all-important goal of acquiring new customers. The model for MTA works by distributing credit using an algorithmic approach that takes into account the impact of each impression from each channel. For more details on how it works, as well as a deeper dive on spend conditions and optimization strategies, see the guide at Use Multi-Touch Attribution To Optimize Conversions.

Gender Targeting Now Available at Ad Group Level

  • Gender targeting is now available at the Ad Group level. It was previously only available at the Campaign level. For more details, see Targeting Attribute.

New Ad Workshop in Advertiser Guide

  • Verizon Media introduces you to a new series for our community of partners, developers and advertisers: Ad Workshop. The goal is to provide this community with the latest tools, techniques, and on-demand webinars, as presented by Verizon Media product managers, account strategists and managers. You’ll have a chance to learn from experts in the field, participate in online webinars to expand your knowledge and understanding of Native Ad Platform features, enhancements and product releases. See the Ad Workshop section of the Ad Guide for an overview with topics to explore in this new workshop.

On-Demand Native Ad Formats Webinar

  • Our new, on-demand webinar is now available: Using Native Ad Formats for Success and Performance. In this 31-minute webinar, you’ll learn specific best practices for many different native ad formats, along with how to choose the right objective for your campaign in this informative and helpful webinar. Verizon Media presenters: Rosanna Chum, Lead Account Strategist, SMB Advertising Partnerships, and Tyler Gassaway, Senior Account Strategist, Native, Finance.

Reminder: Upcoming Native Features

  • Verizon Media is currently developing powerful new Native features, including Touchpoints. With Touchpoints, users can interact with the parts of an ad they’re most interested in by tapping on interactive pins. Advertisers can use Touchpoints on Moments and Panoramic Moments ads to present a wider range of products or features in greater detail than they could have before. Touchpoints will be of interest to clothing retailers, automakers, lifestyle brands and other advertisers. Watch for more information in the coming months.

Reminder: Glossary of Native & Search Terms

Reminder: Updated Postman to v3 Endpoint

  • Updated the Postman collection to the v3 endpoint for all API calls. Using Postman, you can test and verify the calls you make in the Native & Search API. See Postman API Toolkit.

Required Fields by Ad Type Matrix

  • A matrix is available which details the required fields when serving different ad types. For more information, see the Matrix view of required fields.