Ads for Publishers FAQ

Table of Contents

1. Onboarding and Integration
2. Product Capabilities
3. General WKND Advertising Questions

Onboarding and Integration

• Once you become a Wunderkind client, what does integration look like? 
  • To get live, all that’s needed on a publisher’s end is integrating the Wunderkind Tag. The rest we take care of. 

• What is the Wunderkind Tag?
  • Wunderkind’s Smart Tag enables functionality for our ad experiences. It is a snippet of code that is placed in all parts of a client’s site. The tag is responsible for loading the code for our advertising product.

• Where should the tag be placed?
  • When integrating our tag, it’s critical that the tag can see all traffic. We’re agnostic as to how the tag is served, though most serve it through GAM. If utilizing GAM, our tag must be placed in a dedicated slot where we do not compete with any other ad units. This ensures that our tag is served on every single page view. Check out this best practices guide for more information.
  • For more detailed information on tag implementation, please refer to our implementation guide section here. 

• Can I run your tag through GAM?
  • Yes! Clients typically run the tag in an out-of-page slot or a 1x1.

• Will ads start delivering immediately if a publisher sets our tag live?
  • When a publisher places our tag on their page, our ads will not immediately start firing. After our tag is added to a client’s page, we have to build out each of the ad units, and then get approval to go live. Typically the onboarding process takes 1-2 weeks, dependent on:
    • Time needed for client-side integration tasks
    • Speed and accuracy of approvals

• What’s needed from a publisher to launch a new ad unit?
  • As long as our tag is live, there is nothing needed from a publisher to launch a new ad unit. All we need is an OK from the publisher to get a new ad unit live.

Product Capabilities

• What are the different types of segmentation that Wunderkind can do?
  • Segmenting is the process of making an ad eligible/not eligible to serve to certain visitor types based on specific criteria. There are four main ways we do this: (1) Productized Segmentation (2) Real-Time Variables (3) Behavioral Profiles (4) Sponsorship Suppression
    • Productized Segmentation: This is the most basic segmenting option, which occurs in the “segmentation” module within the settings of each placement. There are 25+ different options, but here are the most common:
      • Visitor Type: E.g New vs. Returning Visitor
      • Page URL
      • Date Range: Make ads illegible for particular dates (if you don’t have DFP Sponsorship Suppression but need to exclude ads for takeovers, etc)
    • Additional Options:
      • Landing Page URL
      • Pageview number
      • Visit number
      • Time Parting
    • RTVs: This is next-level segmentation, based on specifics of a client's site. 
      • Popular examples include:
        • When a module is present, such as an email capture dialog or video player.
        • When a user is logged in  
    • Behavioral Profile: We can tailor to a publisher’s specific criteria, essentially a combination of productized segmentation and RTVs.
      • Makes it easier to add in multiple pieces of segmentation
      • Allows you to create very specific visitor profiles
    • Sponsorship Suppression: We have the ability to integrate with a client’s GAM via API, and set up criteria that will flag any sponsored line items that the client is running. This will prevent our ads from firing on any pages where the client’s sponsored campaigns should have 100% share of voice.
    • Frequency Caps - Customizable but here are our best practices:
      • Overlay best practice: one impression per eight hours
      • Inline best practice: not capped; already doesn’t show in more than one pageview 

• What are the different types of disengagement triggers Wunderkind can activate on?
  • Exit intent 
  • Up-scroll
  • Inactivity 
  • Tab-Refocus 
  • Downscroll 

• What behaviorally-triggered ad formats does Wunderkind have?
  • 1 Interstitial 
    • Exit-Overlay 
  • 3 in-line ad experiences.
    • In-feed (between paragraphs)
    • Endcap 
    • Masthead
    • Floating Masthead 

• Are your ads shown to my entire audience?
  • No. Ad impressions are shown to 10-40% of your total audience. The methodology for determining who sees an ad is as follows: 
    • We view your entire audience so that we can see which portion of traffic we can show an ad to.
    • We identify disengagement. Across pages, we identify disengaged segments based on real-time behaviors to understand inventory quantity.
    • Finally, we deploy ad experiences. When inventory is generated, our unique demand will deliver premium, high-CPM ad experiences as efficiently as possible. 

• Is Wunderkind able to detect ad-block users? Are you able to circumvent the ad block?
  • Yes! We are able to detect ad-block users but we don’t circumvent them. This is because Wunderkind respects people and their privacy. 

• Do you have a network tag?
  • We do not.

General WKND Advertising Questions

• What type of advertisers do you work with?
  • Wunderkind works across a diverse range of verticals including auto, finance, CPG, travel, pharma, and retail. We work with premium advertisers like Samsung and General Mills, and media buyers at agencies like Helix and EightBar. We also work with top holding companies such as Publicis, GroupM, Dentsu, IPG, and more.

• Can a publisher’s sales team sell in Wunderkind ad formats?
  • We can create custom Deal IDs for your own advertiser clients who wish to leverage these units on your domain only.

• Do you design the creatives or are those provided to you?
  • For managed service PMP deals, all creatives are designed in-house in order to uphold strict UX standards. Our in-house creative studio can create impactful ad creative that mimics the look and feel of your brand. Since our ads are high-impact, we think it’s extremely important for them to be beautiful.
  • For non-managed service Open Market or PMP deals, advertisers may provide creative. 

• Will your ads hurt my SEO?
  • No.  

• How do your ads impact my Core Web Vital scores?
  • Wunderkind is aligned with the purpose of Core Web Vitals and we are committed to providing a first-class user experience. Wunderkind experiences should not impact Core Web Vitals scores and we are constantly testing and vetting new solutions to ensure that we have little to no impact on our client’s scores. Should we, or our clients, suspect that a Wunderkind experience is affecting performance, we will test and troubleshoot the specific scenario and determine the best route to solve the problem.

• Can your exit-overlay work if I’m already running marketing overlays?
  • Yes, they can. Our technology can detect if you’re currently running overlays so that we can prevent ours from firing over them. Please let your account manager know during the integration process.

• How do your ads work if I have a 100% SOV sponsorship running?
  • We have an integration that can read your sponsorship line items so that Wunderkind can pause delivery for 100% SOV campaigns.

• Am I able to block certain advertisers or categories?
  • Yes, please let your account manager know your requirements.

• What does your reporting look like? Do I get a log-in?
  • Our reporting is done through email or S3 bucket. 

• Who are your competitors?
  • We don’t have any direct competitors that we compete with. We have some products that are more competitive than other, but there isn’t another vendor out there that can’t be live if we are. We play very nicely in that way. 

• Is your demand going to cannibalize my direct business?
  • We’ve been in the market for 6 years and that has never been an issue. Our sales team is bringing unique budgets looking for post-content ad experiences. 

• What is the Wunderkind PMP?
  • The Wunderkind PMP is a curated marketplace of post-content ads. Our ads are non-intrusive, high-performing, and allow for multiple inventory options. Wunderkind has relationships with premium advertisers and top-tier publishers which enables us to drive additional revenue for our clients.