5️[Optional] Set Up GAM A/B Testing

Overview

If you are not working with Google Ad Manager (GAM), then you can skip this step.

If you are using GAM, you can integrate IntentIQ's A/B groups as key-value parameters in your existing GAM setup. This enables IntentIQ to use this data as input for its revenue and performance dashboards.

IntentIQ conducts A/B testing using two groups to showcase its Bid Enhancement service's impact. The Control Group, making up approximately 5% of ads without Bid Enhancement, serves as a baseline. In contrast, the Test Group, constituting about 95% of ads, utilizes Bid Enhancement. This comparison helps IntentIQ demonstrate how the Test Group outperforms the Control Group.

The outcomes of the revenue uplift from the A/B testing groups are visible in both the IntentIQ dashboard and the A/B testing reports that you can generate in your GAM platform. These show a comparison between Group A (with IntentIQ Bid Enhancement) and Group B (without IntentIQ Bid Enhancement). In this way, IntentIQ makes it easy for you to use your GAM platform to verify the A/B revenue uplift results on your own objectively.

The IntentIQ Agent sends real-time Prebid data to IntentIQ after each impression. This step is optional if you decide to rely only on the IntentIQ dashboard. Perform the following only if you want to use your GAM platform to verify the A/B revenue uplift results objectively on your own.

You can also pull the A/B groups from the callback.

Integrating IntentIQ Bid Enhancement with GAM

IntentIQ specifies the A/B group to which each impression is assigned. It’s your job to add the metrics to the GAM report and check the differences between the two groups.

To integrate IntentIQ Bid Enhancement with GAM –

Step 6.1, Define a new group in GAM

Define a new group in GAM named intent_iq_group. This variable can take one of the following key values –

• A (for Group A in A/B Testing) – with IntentIQ service

• B (for Group B in A/B Testing) – without IntentIQ service

• U (for no group defined)

• N (indicating a problem in IntentIQ group definition).

Step 6.2, Report the group that served the impression to GAM.

Report the group served to GAM by inserting the following into the page. Place it within your callback function to ensure accurate reporting.

	// ... Googletag should be loaded before
        // Run the following code after IntentIq Object (intentIq_1234567) was fully initialized
        // Set IIQ GAM Key-Values
        // The intent_iq_group K/V must be predefined in GAM with the possible values: A, B, U, N
        try {
            googletag.cmd.push(function(){
            googletag.pubads().setTargeting("intent_iq_group",
                            intentIq_123123.intentIqConfig.abTesting.currentTestGroup || "U");
        });
        } catch (e) {
            googletag.cmd.push(function(){
            googletag.pubads().setTargeting("intent_iq_group","N");
        });
        }

        // ... other code for running the auction goes here

Step 6.3, Assess the impact of IntentIQ

Later, IntentIQ will extract data from your GAM reports to assess the impact of IntentIQ on your Prebid auctions, as well as its impact on AdX and APS auctions.