Placements are the specific websites, apps and videos on which an ad is shown within the content and video network. Reviewing them is one of the most neglected parts of campaign management, even though it has a direct impact on results and on brand reputation. The placement report shows exactly where the ad was shown, how much it cost, and whether it generated conversions – it typically turns out that a significant part of the budget was consumed by games and apps with accidental clicks. The solution is regularly adding exclusions and using lists of unsuitable categories. It is also worth monitoring ad viewability, that is, whether the ad was actually shown on screen, because a paid impression outside the visible part of the page has no value.
See also: Content network, Brand safety, Frequency capping.
