Vivvix reports on Paid Social advertising activity through a third party provider for social media intelligence. Coverage includes ad placements in Facebook, Instagram & Twitter.
Data reporting for each platform is available from the following start dates:
• Facebook – January 1st, 2017
• Twitter – May 1st, 2019
• Instagram – April 15th, 2020
Paid Social Ad Collection
Social platform ads are collected from an opt-in panel of hundreds of thousands of users located within the US. Personally identifiable information (PII) is not collected from the panelists.
Technology installed on mobile & desktop devices recognizes and collects each paid ad as it is served. An image of the ad is captured along with details about the post ID, type of post, advertiser identification and more.
Device coverage of Facebook & Instagram includes data from a mobile-only panel, collecting ads that appear in each app’s feed. Instagram is collected on Android devices, while Facebook is collected on both Android & iOS devices. Coverage of Twitter includes both mobile Android and iOS, as well as desktop Chrome panels.
Paid Social Estimating Ad Impressions and Expenditures
In aggregate, the panel reflects the diversity of active users on each social platform. The collected ads represent a sample of ad impressions from the social platforms and can be projected to their respective universes.
Ad impressions and expenditures are estimated according to the following methodology for each social media platform:
• Total ad impressions are modelled from publicly reported metrics of US ad revenue and average CPM (note: ad revenue divided by CPM yields total ad impressions on the platform). Total impressions are then converted to an average daily impression value.
• The daily impression total is distributed to each ad occurrence. This projection from sample ad occurrences to ad impressions is weighted by panelist gender, geography, and device operating system.
• Ad expenditures are calculated by applying an estimated, uniform cost-per-thousand (CPM) to the impression estimate for each ad occurrence. The CPM value is developed from external industry sources.
Vivvix Data Integration & Harmonization
Pathmatics is a third party source data for Vivvix reporting of Paid Social spending. As Vivvix ingests Pathmatics’ data into its systems, however, the data is transformed to fit Vivvix’s brand & media taxonomies. The integration and harmonization of Pathmatics’ data into Vivvix’s systems may result in variances with Pathmatics Explorer Dashboard. Key areas that affect the variances include:
• Vivvix uses the social account ID to map Pathmatics’ data to an Advertiser. In instances where an
Advertiser has a dedicated social account for a Brand or Product, the data will be mapped to that more specific entity. Otherwise, mapping reflects the more generalized Advertiser entity.
• Partial or incomplete data records, especially those that exclude a social account ID, are often omitted from Vivvix’s systems until they can be reconciled.
• Occurrences with broken creative may be omitted from Vivvix’s systems until they can be reconciled.
• In some instances, Vivvix will map records to an Advertiser, Brand, or Product that may not be assigned to an Advertiser in Pathmatics’ systems.
Ad Types
Measured ad types currently include:
• Ad types collected from the newsfeed include, Event, Link, Music, Note, Photo, Video, Dynamic, Carousel and Albums Status.
• Not currently collected: Instant Experiences (formerly Canvas), Facebook Stories, Slideshow, Playables, Collection Units, nor ads from Messenger.
• Ad types collected include, Story posts and sponsored posts comprising video, photo, link, and status.
• Not currently collected: Influencer Activity & IGTV
• Please note that creatives are not captured for Story ads
• Ad types collected include, Promoted Tweets comprising photo, video, link, and status.
• Not currently collected: Promoted Trends & Accounts
Paid Social House Advertising
Social platforms place some self-promotional or “house” advertising for which it books no revenue. The ad occurrences are measured, and expenditures are assigned for purposes of showing their fair market value. This activity is included in reports.
Digital House Advertising – Display & Web
Sites may run self-promotional or “house” advertising for which they book no revenue. These ad occurrences are collected, and a cost is assigned to them for purposes of showing their effective, fair market value.
Digital House Advertising activity is excluded from all Advertising Insights reporting by default. However, Explore (custom reporting) allows Digital House Advertising to be included in report output during report setup.