OpenX announced the launch of the company’s Bidding Intelligence Data Set (BIDS), a new solution to make log-level reporting available to marketers or agencies looking for more visibility into their programmatic media buys. Through a partnership with Snowflake, the cloud data platform, buyers that work with OpenX can now quickly, easily and securely access granular data around auction participation and bid performance on Snowflake Data Marketplace, gaining a wealth of data that can uncover valuable insights for their business.
Read More:Â SalesTechStar Interview With Tricia Bonora, Vice President, Channels At OPAQ
As digital media continues to become more transparent, log-level data allows marketers to look at auctions they have participated in and gain insights that can help inform future campaigns. Analyzing log-level data can help marketers uncover what bidding, pricing and targeting strategies result in auction wins, it can uncover previously unseen technical errors, and it provides deeper visibility into the supply path.
Read More:Â Collibra Strengthens Executive Leadership Team To Support Continued Company Growth
Log-level data has traditionally been difficult to get, maintain and analyze. BIDS solves for these problems by making log-level data accessible and actionable without dev resources. Marketers can come to OpenX to access BIDS and analyze performance and outcomes across several critical fields including: publisher integration types, loss reasons, people-based IDs (e.g. LiveRamp’s IdentityLink), minimum bids to win, and much more.
“One of the macro trends in digital advertising over the past few years is that marketers are taking a much more hands on approach to their digital campaigns, digging deep into what is happening behind the scenes. The increase in log-level data requests is a direct result of that,” said Brian Murphy, SVP, Demand at OpenX. “We love to partner with marketers on initiatives like this, and our partnership with Snowflake is all about making it easy as possible to access and analyze this data.”
Read More:Â New Report: Spike In Consumer Tech Use During COVID Is Accelerating Tech Adoption
