Protecting the customer experience
Our north-star objective is to ensure that each and every Customer receives the most relevant ecommerce experience for any transaction moment powered by Rokt. We use a number of systems and policies to ensure we protect and preserve the Customer experience and commercial outcomes for our clients. We also take a long term view on experience and value by removing irrelevant and less engaging content and serving lighter touch experiences in transaction moments where we predict this delivers the best long term outcome. We do this via a number of tools and approaches.
Rokt maintains discretion on the minimum relevancy required to display campaigns and placements to customers, and may decide not to display content to customers in instances where relevancy is too low in order to protect customer experience and long-term customer engagement. This includes a reserve Quality Score (QS) threshold applied to the placement and maximum number of positions to ensure a minimum level of customer relevance and client value. Frequency thresholds and Rokt AI are also used to determine whether or not to show placements to high repeat customers to protect longer term engagement.
Minimum Relevance Tools
Reserve Quality Score (RQS)
The reserve quality score (RQS) is used to ensure that placements meet a minimum expected value threshold in order to display to a customer. Expected value (quality score) is calculated by multiplying the customer’s expected engagement rate by the Advertiser’s bid price and partner revenue share. If the placement quality score meets the minimum threshold then it will be shown. However, it falls below the threshold the placement will not render.
Smart Reserve
Smart Reserve is a toolset that dynamically determines when to show a placement based on a desired performance outcome. The current strategies supported include targeting a desired ecpm/VPT or suppression rate. Irrespective of the strategy, Smart Reserve can optimize based on Quality Score (SRQS) or Placement Engagement (SRpCTR). SRQS works by dynamically adjusting the reserve quality score for the placement based on customer likelihood to engage, market conditions (Advertiser depth) and performance objectives. SRQS is typically more effective at finding the optimal trade-off of suppression and revenue compared to hard rules (e.g., frequency caps) but reduces the value (revenue). SRpCTR works similar to SRQS, with the key difference being it sets a reserve engagement rate as opposed to a reserve QS.
Pos 2+ Minimum Quality Score
The purpose of Position 2+ Min QS is to improve the customer experience by removing low relevance offers. Offers that don’t meet the minimum threshold will not render.
Hard Rules
Frequency Caps
Frequency caps can be used to suppress placements on a Partner’s page when the customer is likely to be in a low engagement state due to repeat or recent exposure to Rokt placement(s). The frequency cap is defined as a number of days after a customer visit during which the placement will be suppressed for that same customer. For example, if the frequency cap for a placement on a partner’s page is set to three days the customer will not see the Rokt placement for any repeat visits to the same page in the next 72 hours.
Placement Offer Limits
Placement offer limits are used to set a maximum number of offers that will be presented in a Rokt placement, within one customer session. Offer limits can be applied to both offers in a progressive flow (e.g., standard overlay placement) and offers presented simultaneously (e.g., tile, stacked layouts).
Customer Opt Out
Rokt provides the opportunity for customers to opt out from seeing Advertiser offers to meet customer expectations and regulatory requirements.
Customers can opt out via the following website: https://www.rokt.com/opt-out/, or by sending an email to privacy@rokt.com.
Customers can also make specific data subject rights requests via this form. This includes deleting their personal information; correcting or updating their personal information; providing a copy of their personal information; restricting processing of their personal information or stopping processing of their personal information.
Partners can also make specific requests on behalf of their customers via their SDK/API integration. This includes opting out of functional identifiers, cross-site tracking identifiers and deleting customer data.