TMK University: Digital

Campaign Infrastructure

August 2, 2010www.mediakitchen.tv

Campaign Infrastructure

… in a TMK context.

Pixels Tags

Ad Servers Rich Media Video Server

Reporting The Blender Business Intell.

Web Analytics Testing Optimization

What we willcover today.

Typical Campaign Setup

Typical Campaign Setup

How doesall of the data passfrom Windstreamto the above tools?

Tags & Pixels

Thank You Page

Duplication Issues No System of Record Multiple Calls from a Page

Thank You Page

No Duplication Issues Clear System of Record Multiple tags slow down

system

Third Party Ad Server Img Tag

Publisher tag

Publisher tag

Publisher tag

Thank You Page

Third Party Ad Server Container Tag

No Duplication Issues Clear System of Record

1999 2004 2007

Doubleclick

Spotlight Tags Action Tags

Universal Action Tags (UAT)Floodlight TagsJavascript container

img src (1x1)

Atlas

Two major players: DoubleClick DART, Microsoft/Atlas DMT Third party ad serving is the technology that pushes ads out to websites and allows advertisers to track the

performance of these ads. Third Party ad serving is used to allow websites to attribute conversions to the partner who served the ad that

was last seen or clicked on (Last In, First Out Attribution)

Publisher tag Publisher tag

Publisher tag

Tags, Pixels & CookiesAd Tag In order to request an ad from an adserver, a website must place an ad tag on a web page An ad tag is a little piece of HTML that tells the browser to request content from the ad

server

Pixels In terms of ad serving, pixels are 1x1 image files that record calls or hits to a page For example, someone lands on a page, the tag on the page calls the ad server, which then

returns a 1x1 pixel which enables the advertiser and publisher to track campaign effectiveness

Cookies A cookie is a piece of text that a Web server can store on a user's hard disk Cookies allow a Web site to store information on a user's machine and later retrieve it

allowing ad technologies to remarket and target specific users A Web site can retrieve only the information that it has placed on your machine. It cannot

retrieve information from other cookie files, nor any other information from your machine Issues: Cookie deletion and persistence

Pixel & Tag Tidbits• The most popular way to deploy conversion tags (via an iFrame container positioned at thebottom of the page body (the solution used by all the major container tag solutions)) isactually the worst for accurately reporting traffic, introducing a 15 60% discrepancy‐

• The biggest factor in the size of discrepancies between the number of users arriving on asite and the number reported by a page tag was page download time, with approximately 10% oftraffic lost for every extra second the site took to load

• Most of the slowest loading assets on the pages were third party tracking tags, taking as ‐ ‐much as 250ms

• The largest discrepancy between the actual traffic arriving on a website and the figuresreported by page tags was 60%, this was comparing a Javascript call at the top of the pagehead (best) to an image pixel inside an iFrame at the bottom of the page (worst)

• Several tags were found of which were for services that were no longer being used

• Moving the Google Analytics tag from the bottom to the top of the page increased the reported traffic by 20%

TagMan Latency Test April 2009

Ad Serving

TMK Approved3rd Party Ad Servers

Deliver (at varying degrees):

reporting campaign management pixel creation

creative management

optimization interface serving & tracking

Clients pay for this out of the Ad Ops budgetEstimated off of volume of impressions

Search Bid Management

Search Tool

& SecondaryEngines

Attribution

Display

Video

Search

Mobile

Social

Ad Server or the Blenderdecides who should getcredit for the meritevent

Attribution Continued…

MeritEvent

search Site visit display

MeritEvent

video

Open Questions:1. How long is your credit window? 7 days? 14 days? 60 days?2. Are you using a last-click model?

Optimization

• Out: Click Based• In: Merit Based

Every client should be optimizing to a merit. If there is no merit to optimize to, please re-think the campaign.

Optimization w/Data

• Good: Optimizing off of a merit• Better: Optimizing off a merit w/additional

information

Example for Optimizing to...: 1. New Account w/LTV >$15002. Products With >30% Margin3. Product A vs. Product B

Web Analytics

• Too often, media doesn’t get involved with site analytics.– This is a missed opportunity.

• Learn which landing pages work best• Understand the optimal pages to tag• Tag the media plan with Web Analytics package code to

learn which sites contribute higher value users based on site-metrics

Binging It All Together

Contact Info

For additional information, please contact Darren Herman at 212 337 4543 or dherman@mediakitchen.tv

Twitter: @dherman76 / @themediakitchen