Source Profile: Logan
Logan is a premier programmatic advertising platform that empowers clients to manage their ad campaigns seamlessly. Leveraging its proprietary Super Small Data engine, Logan defines highly receptive audiences and creates impactful experiences with over 150 unique ad formats. The platform offers targeting, optimization, reporting, and attribution services, personalizing ad experiences across various formats including rich media, video, in-app, connected TV, game, audio, and geo push ads. Logan’s integration with DSPs, SSPs, and affiliate networks, along with third-party auditing, ensures transparent and effective campaign performance. Partnering with brands and agencies, Logan connects them with over 100 million unique users, driving engagement and results in the dynamic Latin American market.
Logan’s software allows marketers to identify target audiences, optimize ad delivery in real time, and generate comprehensive performance reports while enhancing engagement through immersive ad formats. Logan’s distinguished services provide strategic consultation, creative execution, and detailed reporting, all tailored to meet specific client requirements. The platform leverages AI and machine learning to deliver actionable insights, predictive analytics, and proprietary data, fostering superior advertising experiences. With strategic industry partnerships, Logan ensures clients have access to innovative solutions and extensive data across digital channels. Additionally, marketers can utilize Logan’s diverse ad formats—including rich media, video, and geo push ads—to maximize reach and impact. This offers a robust and indispensable tool for effective programmatic advertising campaigns.
We value Logan’s software and AI-powered insights, which enable marketers to identify receptive audiences, monitor campaign performance in real time, and make informed data-driven decisions. Through comprehensive data offerings and strategic collaborations, Logan equips marketers with the tools needed to achieve precise results and elevate the effectiveness of their programmatic advertising campaigns.
Methodology Behind the KPIs
Logan’s data is based on the analysis of over 9,000 programmatic campaigns across Latin America, representing more than 1,000 brands. The data collection covers January through December 2023 and includes various advertising formats such as display ads and programmatic ads. All data collection and analysis adhered to privacy regulations and ethical guidelines. Campaign data was anonymized, and all findings were aggregated to ensure confidentiality.
KPIs in the Portal
| Category | KPI | KPI Definition |
|---|---|---|
| Display Ad Click Growth | The percent change in the number of clicks on display ads over a specified period. | |
| Display Ad CPC Growth | The percent change in the sum of display ad spend divided by clicks for each time period. | |
| Display Ad CPM Growth | The percent change in the cost-per-thousand (CPM) impressions of display ads over a specified period. | |
| Display Ad In-View Rates | The percent of display ads that were in view for a minimum amount of time during a specified period. | |
| Display Ad Spend Growth | The percent change in the total amount of money that an advertiser spends on a display advertising campaign or across multiple display advertising campaigns. | |
| Programmatic Ad Spend Growth | The percent change in the amount of money spent on programmatic ads during a specified period. | |
| Programmatic Average CPM | The average cost per thousand (CPM) impressions for programmatic ads over a specified period, represented as the amount spent on ads divided by the number of ad impressions multiplied by 1,000. | |
| Programmatic Spend Distribution | The allocation of total programmatic ad spend across different categories such as by country, by industry, and by device. | |
| CTR | The number of clicks an ad receives divided by the total number of times the ad is displayed (impressions) in the selected period. | |
| eCPMs | The estimated revenues generated per thousand ad impressions, represented as total revenues divided by the number of ad impressions multiplied by 1,000. | |
| Impressions | The total number of times an ad is displayed, regardless of whether it is clicked, represented as the sum of all ad impressions. | |
| Programmatic Ad Spend Growth | The percent change in the total amount of money that an advertiser spends on a programmatic advertising campaign or across multiple programmatic advertising campaigns. |
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