At the Campaign level, your goal is to traffick your media plan to generate Placement Tags to provide to your Publishers who will deliver your ad inventory. The objects included within a Campaign are defined below and are listed in the order that they appear in the Campaign hierarchy. We recommend to traffick your Campaign following the described workflow to help you stay organized. However, once the process and hierarchy becomes more familiar, the workflow may modified to fit the best process for your team.
Create the shell of your Campaign that you would like to create under your Advertiser. Each Campaign can have different Placements and Ads for your marketing strategy. The properties define your run dates and can control other default settings to apply to your Campaign. The purpose of creating Placements is to represent what was purchased within your media buy. For each Placement that is created, CM will generate a code snippet or Placement tag to provide to your Publishers for implementation.
When you upload Creative at the Campaign level, it will automatically be added to the Creatives tab at the Advertiser level which allows it to be shared across other Campaigns. We recommend uploading Creatives at the Campaign level using the Batch upload option described below. However, if you need to add existing Creative from your Advertiser to your Campaign, you may use the Add from Advertiser option instead.
Learn more about options to upload Creative. Ads function as the bridge between your Placements and Creative and control when your creative is served. Learn more about all available Ad types. Export the relevant Placement Tags to provide to your Publishers for implementation.
Export all available tag types to allow your Publishers to select an acceptable tag type. After Placement tags have been implemented or tested, we strongly recommend to monitor performance data 24 hours after a Campaign has gone live by viewing reports from Reporting.
To access the Campaign Manager Help Center, please click here. In many cases, thanks to the way the Internet works, campaigns can be altered while they are in progress.
Then, after the campaign has concluded, the advertiser can look at all of the reporting data for a final analysis to determine how successful the campaign was and what types of changes could be beneficial in the future. Plus, reporting benefits the publisher because it lets them know how effective advertising has been on their site, which helps with setting ad rates.
In a perfect world, every advertising campaign goes off without a hitch and you achieve the goals that you set with the advertiser. Or maybe there was a misstep along the way or a misinterpretation of data that was being collected, which resulted in a less than stellar campaign. This agreement covers situations where a campaign is under-delivered or experiences a problem along the way.
It requires that the publisher attempts to make amends with either an extended campaign or some type of credit or refund. Software-as-a-Service companies in competitive markets need to get customers to renew their subscriptions on a regular basis.
You can build platform specific connectors with built-in data governance features, but the ecosystem is very fragmented. Instead of mimicking your live environment, install a tag monitoring system on your production site. Uplevel by having a system that does automated, routine checks with email alerts when something fails. Consider also using a calendar or your project management tool to set up a reminder that includes notifications to the service or services e.
SMS or Slack that you are most likely going to see. Slack has lots of good integrations to other tools like Google Calendar, Asana, Trello, etc.
Task: Check 3rd party system, at least 24 hours after launch, and compare deliverable data with 1st party ad server.
Task: Take screenshots and send them to the respective advertiser or agency immediately following launch. Beyond just weekly reports, real-time notifications related to performance is recommended. However, you probably also require an army of engineers and data scientists … the type of event and user level reporting and media optimization capabilities that sophisticated clients are increasingly demanding are extremely hairy big data problems considering the fragmented ecosystem, the business model driven by the walled gardens, the developments in eprivacy regulations, and the sheer volume and variety of data that adtech systems are generating.
Thanks for reading! If you want to learn more about how Claravine helps in the digital ad trafficking process, get in touch. Not quite ready to chat? Check out our guide on automating media ops for better analytics. What is digital ad trafficking Digital ad trafficking is the process by which a media plan is built out into a live campaign serving and tracking ads.
Key stakeholders As previously mentioned, there are three primary stakeholders in the trafficking process; the creative team, the media team and the ad operations team Creative Team The creative team is responsible for providing the finished, functional, to-spec creative assets to the media team. As an ad trafficker, it is your responsibility to take charge and adapt to this change.
Networking with like-minded people via social networks and attending seminars on digital technology can also be a great step in learning about the latest updates.
Educate yourself and adapt to the habit of learning new things. Though people often use ad trafficking and display trafficking interchangeably, these two terms are different from each other.
Ad trafficking refers to a process of creating ad campaigns from technical aspects such as setting up links for tracking, ensuring placement of ads, collecting and using creatives, etc. In order to perform ad trafficking, an ad server or advertising platform is used. On the other hand, display trafficking involves setting up banner ads that are displayed on websites.
The ads in display advertising are created by creative agencies and then they are planned, placed, and executed in the form of campaigns in order to get the intended ROI. At Automatad, we help publishers to monetize better without hampering the user experience. Our products are live across hundreds of publishers, earning them incremental ad revenue with every passing second. You can request a free audit to get an estimated revenue uplift today. Save my name, email, and website in this browser for the next time I comment.
Automatad, Inc. Using our platform digital publishers can create, monetize and optimize for the best ad experience. Header Bidding. PMP Deals. Prebid Adapter. May 5, Know-hows of Ad trafficking In order to make the most out of ad trafficking and utilize it completely, it is extremely important to know the end goals of the advertiser.
0コメント