Why Include IAB Categories in Your Direct IO Reporting?
Gain clarity on who is investing in your Direct IO revenue channel.
Compare your top 10 IAB categories with the industry's biggest ad spenders to identify new growth opportunities.
See if the top-spending industries are aligned with your top 10 categories; if not, it may be time to refocus your strategy.
TAP Explore Query
Make sure you have the Advertiser ID as well as Advertiser Name as you will use the Advertiser ID as your lookup value.
In the example used in this article, we will look at the past 365 days delivery and delivered revenue net per industry and stations, broken down per month.
TAP
Extract IAB Category:
In TAP’s Advertiser tab, download your advertiser list by selecting Export all data as CSV.
The Export will contain the following fields:
The fields you will carry over to your TAP Explore Export are:
Advertiser ID
Advertiser name
Type
Reseller name
IAB categories
Reseller type advertisers will not have categories.
Adding IAB Categories to the TAP Explore Export
In the TAP Explore export file, add a tab and name it TAP UI Adv.
Copy the five fields identified above to this new tab.
In the REPORT tab:
Add a column to the right of the Advertiser Name column; name it IAB Category.
Add a column to the right of IAB Category; name it Advertiser Type (this lets you quickly identify inventory that your reach extension partner sold, and filter it out of your pivot table later).
In the IAB Category column, insert a vlookup formula where:
Lookup_value is Advertiser ID.
Table_array is the TAP UI Adv tab including columns for Advertiser ID and IAB Categories inclusively (make sure Advertiser ID is the first column, and make this an absolute reference, so it remains unchanged as you carry the formula down the report).
Col_index_number: the column number IAB Categories is in.
Range_lookup is FALSE (Exact Match).
It will look something like this:
In the Advertiser Type column insert the same vlookup formula, changing Col_index_number to
3.=VLOOKUP(B2; ‘TAP UI Adv’ $A$1:$E$115;3;false)
Your Report tab should now look like this:
You can now start pivoting.
Possible Pivots
Sum of Impressions delivered and Revenue Net by category, by station.
Average revenue by IAB category.
Average Station revenue by IAB category.
Final Recommendations
Save and schedule monthly (choose “Last Month” in TAP Explore date range).
Create an excel template so calculation will be automated to the most recent data.
Create a Master document where you will copy monthly IAB category results (from the template).
Each month add to Master doc in new tab to see changes month after month.