Unbiased data, measurement & attribution

Unbiased data, measurement & attribution

At Flashtalking, we are driven to create better advertising by connecting marketers and consumers with the most timely and personalised messaging possible…across any digital ad format, channel or device.

There’s nothing in there about buying or selling media, because we don’t. We believe it is important for advertisers to have an unbiased and unencumbered point of truth for auditing and measuring their media delivery and we are determined to provide just that. 

But because we don’t buy media, we are also in a unique position to partner across the ecosystem.  Clients, Publisher, DSPs, DMPs, data and analytics providers trust us as a neutral point of data connection, which in the last year has allowed us to introduce a unique suite of reporting and analytics capabilities: FT Connected Log, fTrack Cookie-less ID, and Encore by Flashtalking 

For years, the industry has recognised Flashtalking’s leadership in using data to drive personalised programmatic creative.  But now we are also being recognised as the best platform at providing the data and insights to optimise your media and creative performance. 

Creative Analytics

Traditional creative performance metrics are flawed:

  • Click-through rates are unreliable and often misleading
  • Last-touch favours lower funnel ads (regardless of the creative)
  • Bias exists among users

Accurate creative analysis requires a new approach. Flashtalking is the first to introduce data-driven creative analytics to answer the age-old question: ‘which creatives perform best?’.

Introducing Algorithmic Creative Analytics

Flashtalking uses statistical modeling and predictive analytics to measure the contribution of each creative – regardless of sequence or funnel position.  Our proprietary creative analytics methodology includes:

  • Control for media bias using attribution models to exclude creative served on underperforming media placements – because good creative won’t overcome bad placement.
  • Control for audience bias using statistical models to measure the complexity of every user’s path and segmenting users into unique clusters based on path complexity and probability of conversion.
  • Model each creative using machine-learning attribution to calculate the performance of each creative within each audience cluster.
  • Rank each creative in our Creative Performance Index (CPI) which scores and ranks each creative concept and version for each audience cluster.
  • Optimise creative rotation with clear recommendations for removing under-performing creative and increasing rotation of your best ads.
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Creative Analytics

Traditional creative performance metrics are flawed:

  • Click-through rates are unreliable and often misleading
  • Last-touch favours lower funnel ads (regardless of the creative)
  • Bias exists among users

Accurate creative analysis requires a new approach. Flashtalking is the first to introduce data-driven creative analytics to answer the age-old question: ‘which creatives perform best?’.

Introducing Algorithmic Creative Analytics

Flashtalking uses statistical modeling and predictive analytics to measure the contribution of each creative – regardless of sequence or funnel position.  Our proprietary creative analytics methodology includes:

  • Control for media bias using attribution models to exclude creative served on underperforming media placements – because good creative won’t overcome bad placement.
  • Control for audience bias using statistical models to measure the complexity of every user’s path and segmenting users into unique clusters based on path complexity and probability of conversion.
  • Model each creative using machine-learning attribution to calculate the performance of each creative within each audience cluster.
  • Rank each creative in our Creative Performance Index (CPI) which scores and ranks each creative concept and version for each audience cluster.
  • Optimise creative rotation with clear recommendations for removing under-performing creative and increasing rotation of your best ads.
Request Info

Reporting Platform

  • Gain quick and easy access to performance data in the format you require via web interface, API and data transfer – including log files at the user level.
  • Slice and dice large data sets at any level to produce advanced reports across any data set to exact specifications. Including: advertiser, campaign, publisher, creative and version to compare any channel over any time period.
  • Independently audit media partners to see what’s working for your business objectives and inform optimisation for future campaign planning.

Reports Interface

Want to know more about Flashtalking’s reporting capabilities?







fTrack Cookieless Tracking

  • Accurately identify users and attribute more conversions where cookies are unreliable, giving you more confidence in the effectiveness of your digital ad spend.
  • Overcome the challenges of measuring user engagement and path to purchase in the mobile environment across apps and the mobile web.
  • Utilise fTrack to uncover cross-device sales and insights by connecting with device graph partners via our open stack approach.

Reporting Platform

  • Gain quick and easy access to performance data in the format you require via web interface, API and data transfer – including log files at the user level.
  • Slice and dice large data sets at any level to produce advanced reports across any data set to exact specifications. Including: advertiser, campaign, publisher, creative and version to compare any channel over any time period.
  • Independently audit media partners to see what’s working for your business objectives and inform optimisation for future campaign planning.

Flashtalking Ad Builder

Want to know more about Flashtalking’s reporting capabilities?







fTrack Cookieless Tracking

  • Accurately identify users and attribute more conversions where cookies are unreliable, giving you more confidence in the effectiveness of your digital ad spend.
  • Overcome the challenges of measuring user engagement and path to purchase in the mobile environment across apps and the mobile web.
  • Utilise fTrack to uncover cross-device sales and insights by connecting with device graph partners via our open stack approach.

Viewable Conversions

Flashtalking Viewability determines which media partners are driving conversions from viewable ads.

Using our viewability solutions advertisers can:

  • Audit impressions for conversions, determining the true best performing placements
  • Ensure budgets are spent on the best performing viewable placements
  • Save time on manual tagging and reporting tasks with more efficient trafficking and analytics

Media Ratings Council Accredited

Flashtalking Viewability is MRC accredited. What does this mean? According to industry estimates over half of all online ad impressions are not viewable.  The viewable display impression is a standardised metric audited by the MRC (and supported by the IAB) which defines an ad as viewable when 50% of its pixels are in view for a minimum of one second.

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Viewable Conversions

Flashtalking Viewability determines which media partners are driving conversions from viewable ads.

Using our viewability solutions advertisers can:

  • Audit impressions for conversions, determining the true best performing placements
  • Ensure budgets are spent on the best performing viewable placements
  • Save time on manual tagging and reporting tasks with more efficient trafficking and analytics

Media Ratings Council Accredited

Flashtalking Viewability is MRC accredited. What does this mean? According to industry estimates over half of all online ad impressions are not viewable.  The viewable display impression is a standardised metric audited by the MRC (and supported by the IAB) which defines an ad as viewable when 50% of its pixels are in view for a minimum of one second.

Request Info

Fractional Attribution

What is fractional attribution? Simply put, it’s the process of allocating partial credit to every touch point within the buying journey that drives a conversion.

Fractional attribution is easy to implement and provides advertisers with:

  • An intuitive way of analysing and driving efficiencies for digital ad spend across all channels
  • Analytics that go beyond outdated last-touch models to provide accurate reports and insights
  • Detailed analysis on media and creative performance with recommendations and forecasts for better ROI and CPA

Flashtalking ad serving provides access to the cleanest unbiased data – we do not buy or have an interest in media – and delivers faster insights by using log-level data, rather than requiring additional tag deployment.

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Encore Fractional Attribution

What is fractional attribution? Simply put, it’s the process of allocating partial credit to every touch point within the buying journey that drives a conversion.

Fractional attribution is easy to implement and provides advertisers with:

  • An intuitive way of analysing and driving efficiencies for digital ad spend across all channels
  • Analytics that go beyond outdated last-touch models to provide accurate reports and insights
  • Detailed analysis on media and creative performance with recommendations and forecasts for better ROI and CPA

Flashtalking ad serving provides access to the cleanest unbiased data – we do not buy or have an interest in media – and delivers faster insights by using log-level data, rather than requiring additional tag deployment.

Request Info

Connected Log Files

  • The Flashtalking Connected Log enables advertisers to connect IDs across their tech stack to create a complete independent data set for reporting, analytics and targeting. It provides advertisers with a truly unified data set for aligning website analytics IDs with DMP IDs, DSP IDs, data provider IDs etc.
  • Flashtalking has solved an important challenge of how to integrate and synchronise IDs throughout the ad tech ecosystem in real-time, without slowing down ad delivery.
  • Make better informed decisions and build proprietary data models based on a more accurate view of the user journey, whether the ad was viewed, reach and frequency, bid price, interaction time on site, audience profile etc.

Connected Log Files

  • The Flashtalking Connected Log enables advertisers to connect IDs across their tech stack to create a complete independent data set for reporting, analytics and targeting. It provides advertisers with a truly unified data set for aligning website analytics IDs with DMP IDs, DSP IDs, data provider IDs etc.
  • Flashtalking has solved an important challenge of how to integrate and synchronise IDs throughout the ad tech ecosystem in real-time, without slowing down ad delivery.
  • Make better informed decisions and build proprietary data models based on a more accurate view of the user journey, whether the ad was viewed, reach and frequency, bid price, interaction time on site, audience profile etc.

First Party Adserving

  • First Party ad serving will change the relationship between advertiser and consumer.
  • Whilst First Party ad serving may sound complex in reality it’s simple to implement within Flashtalking’s infrastructure and very cost effective.
  • The benefits are far reaching and high impact:-
  1. Consumer confidence: Privacy conscious consumers understand and will recognise a cookie on their machine that references the advertisers name in it. Regular third party ad serving cookies reference the ad server’s name, which will be unknown to the majority of consumers.
  1. Advanced data usage: Advertisers can use their advanced web analytics data to create segments and groups that enables marketers to make more intelligent and effective retargeting creative messaging and strategies.
  1. Retargeting on iDevices: First party ad serving allows retargeting on iDevices (mobile/safari) that block third party cookies. This is not possible with traditional third party ad serving.
  1. Cookie opt outs reduced: A first party domain will only be affected if a user opts-out of ads by the advertiser, rather than a user choosing to opt out of all third party (e.g. Google) targeted ads.
  1. Data security: With traditional third party ad serving or network ad serving, data for advertiser X can be used to help tailor a message or target audience for advertiser Y. First party ad serving ensures this cannot be done, now or in the future.
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You Have a Blindspot in Your Reporting

To date, our focus has been on applying data-driven thinking to the media side of the equation: the sites, strategies, and placements. We now need to look beyond the medium and focus on the message itself – the creative strategy, execution, concept and version.
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