Offline Segment

The offline pixel is a tracker that enables Samsung DSP to obtain attribution for any conversions that occur non-digitally, i.e. when people buy a product in a brick-and-mortar store after seeing an ad.

This is achieved by using offline data from a data provider and matching it with campaign data containing the offline pixel identifier, to verify whether the ad has resulted in an offline conversion.

Create an offline pixel

1. In the left menu, click Data and select Pixels.
2. In the upper right-hand corner, click +New Pixel and select Offline Pixel.
3. Fill out the following form and click Create to finish.

General Settings

• Name: Enter a name for your pixel.
• Data Provider: At the moment, only Circana is available. This field is currently read-only and will be editable when other data providers are added.
• Description: Enter a description of the pixel.

How Offline Pixels Work

Offline pixels operate differently from Standard and Universal pixels:

• Ad Exposure: A user watches an advertisement on their home TV set. This advertisement has been broadcast by a flight to which an offline pixel tag is attached.
• Offline Purchase: The user goes to the store to buy the promoted product.
• Data Submission: The advertiser sends conversion data to Samsung Ads including the Offline Pixel ID associated with a campaign.
• Attribution Matching: Samsung Ads performs matching to determine whether the conversion (i.e., the purchase of the product in-store) is linked to the advertising impression (via the Offline Pixel ID), and to identify that the user who performed the conversion is the same one who was exposed to the advertising in question.

Data Provider Integration

Offline pixels rely on third-party data providers to supply offline conversion data:

Offline Pixel vs Other Pixel Types

Understanding the differences between pixel types:

Campaign Integration

To use offline pixels effectively:

1. Campaign Setup: Attach the offline pixel to your TV campaign flights.
2. Data Coordination: Work with your data provider (Circana) to ensure proper offline conversion data flow.
3. Attribution Window: Define appropriate time windows for offline conversions (typically longer than online conversions)
4. Reporting: Monitor offline conversion attribution in campaign reports

Requirements & Limitations

Requirements

• Account Manager Approval: Contact your Account Manager to enable offline pixel functionality.
• Data Provider Partnership: Active relationship with supported data provider (currently Circana).
• TV Campaign: Offline pixels are primarily designed for TV advertising campaigns
• Offline Conversion Data: Ability to provide or access offline purchase data

Limitations

• Data Provider Dependency: Limited to available data provider integrations
• Attribution Complexity: Offline matching is probabilistic, not deterministic
• Reporting Delays: Offline data typically has longer processing times than online data
• No Conversion Trackers: Order ID and Order Value parameters not applicable to offline pixels

View Pixels Activity (Reporting)

Click the three dots and select Pixels under Reports or Real-Time section.

Getting Started

To implement offline pixel tracking:

1. Contact Your Account Manager: Reach out to your Account Manager to discuss offline pixel requirements and setup.
2. Data Provider Setup: Establish connection with Circana or wait for additional data provider options.
3. Create Offline Pixel: Use the steps above to create your offline pixel in the Samsung DSP interface.
4. Campaign Integration: Attach the offline pixel to your TV campaign flights.
5. Monitor Results: Track offline conversion attribution in campaign reporting.