Due to Apple’s feature with iOS 15 called Mail Privacy Protection (MPP), there will be changes to your LiveIntent Campaign and Inventory reporting and setup. To learn more about MPP, please refer to this article. 

General Metric Changes

If left unchecked, impressions, and metrics that are based on impressions, would not represent true email opens for MPP-enabled traffic. Because Apple MPP opens all emails, regardless if an actual person sees the content, impressions would inflate, and CTR and CPM would decrease.

As a result, LiveIntent developed the adjusted impressions metric for publishers who are running campaigns where impressions are the key success metric with which to bill their advertisers. This new metric adjusts the total impressions to keep Apple MPP inventory from over-inflating the total number.

How are Adjusted Metrics Calculated?

LiveIntent’s methodology uses Apple device clicks and non-Apple device performance, creating adjusted impressions to convey the true, uninflated numbers for email inventory.

• Adjusted Impressions = Total Impressions / Apple Factor
• Apple Factor: The Apple Factor accounts for the number of machine opens caused by MPP. LiveIntent calculates the Apple Factor of each newsletter template by comparing MPP clicks and non-MPP CTR, which derives the MPP impressions.
• Please note that Adjusted Impressions will always be less than Total Impressions.
• Adjusted CTR = Total Clicks / Adjusted Impressions
• Adjusted net eCPM = (Publisher Revenue / Adjusted Impressions) * 1000

Changes to Budget Types

The LiveIntent platform now allows publishers to spend campaigns in the adjusted impressions metric for all campaign types that support budget in impressions, which includes:

• Direct Sold – Guaranteed
• Direct Sold – Branding
• House Campaign – Branding

When creating a new campaign, you will have the option to select “Adjusted Impressions” within the schedule and budget section. This will allow you to continue to target all inventory, including Apple MPP, and spend your budget in Adjusted Impressions. Reporting will also show a more accurate picture of impressions delivered for your campaign where the Adjusted Impressions metric will always be lower than the Total Impressions metric. 

Global Floors

Since LiveIntent rolled out Adjusted Metrics, we’ve continued to observe the dynamics of the email ecosystem and research more ways to combat the effects of Apple MPP and other proxied environments to come.

Due to this, we have now installed a global floor on the LiveIntent DSP to eliminate the low-value ad requests caused by machine opens that are inflating the exchange. In the long term, this will make email inventory more competitive and achieve higher CTR, eCPMs, and revenue.

Updates to Non-Guaranteed Line Item Setup 

Implementing a global floor on the LiveIntent DSP will also impact non-guaranteed campaigns if your email inventory is open to the exchange. In order to stop non-guaranteed campaigns from bidding on these low-value impressions, when you’re creating a new non-guaranteed line item, if the CPM is set lower than $0.03, you will see the below message:

You can either proceed and create the line item with your current CPM, or you can go back to the previous screen and edit the campaign to raise the CPM.  

Changes to Device Reporting

Inventory Manager Reports

If you are looking to report on device types, please note we have updated the device types to:

• PC – device is identified as a laptop or desktop, such as a Dell, Lenovo, or MacBook computer.
• Phone – device is identified as a mobile device, such as a smartphone.
• Tablet – device is identified as a tablet device, such as a Microsoft Surface or iPad.
• GoogleProxy – device is using Google Mail.
• AppleMPPProxy – device is using Apple Mail and has opted into Mail Privacy Protection.
• Apple Mail – device is using Apple Mail but has not opted into Mail Privacy Protection.
• YahooMailProxy – device is using Yahoo Mail.

Please contact your LiveIntent team to learn more about how your campaign and inventory reporting are affected.