Script Integration
To measure the effectiveness of brand advertising campaigns – the change in users’ feeling towards the brand as a result of viewing the ads in the campaign.
To do this, the system must
- Record and track users’ exposure to brand creatives.
- Retarget a sample of exposed users with a survey asking about the advertised brand.
- Collect around 300 surveys and send data about exposure (frequency and time spent with ad) back to Brand Metrics back end and run brand lift algorithm.
All of these functions are controlled by the Brand Metrics JavaScript. Depending on platform and environment the implementation varies.
What the script does
- The script listens for ad delivery events and records any campaign exposures in the user’s browser.
- It reviews the user’s exposure history to determine whether they are eligible to see a survey for any active measurement.
- If the user qualifies to see a survey, the script will, depending on your configuration, either:
- Sets a ad-server key-value in the ad-request to deliver a survey ad creative to the page
- Render the survey as an overlay
- Render the survey within a specified div on the page
Desktop and mobile web
The Brand Metrics in-page JavaScript consists of a single core script, with optional unique site identifiers that allow for granular survey control across individual sites.
Include the tag on every web page where you want to run brand-lift measurements. In most cases, this means all pages across your site—including sponsored content pages that may not carry display advertising but are part of your brand-effectiveness measurement.
Ensure that the tag executes, ideally within the <head> section of each page, using one of the following methods:
- Add the script via a tag manager such as Google Tag Manager (GTM) or Tealium.
- Alternatively, include it through your Content Management System (CMS), a site header solution, or by hard-coding it directly into the page.