11
THE IMPORTANCE
OF AN AD SERVER
Ian Hewetson
2
Why Are
We Talking
About This?
3
It’s Like Having A HugeToolkit OnYour Desk
44
OPERATIONAL EFFICIENCY
5
Operational Efficiency
6
The Original Promise Of 3rd Party Adservers
Efficiency on campaign setup
7
The Original Promise Of 3rd Party Adservers
Efficiency In Consolidated Reporting
8
What’s Different InThe Age Of Programmatic?
More segmentation = many more placements
2006 Today
12
50
9
How HaveTheTools Evolved?
10
How HaveTheTools Evolved?
11
How HaveTheTools Evolved?
1212
CONSOLIDATED REPORTING
13
Consolidated Reporting
14
Consolidated Reporting
15
Consolidated Reporting
16
Consolidated Reporting
17
Consolidated Reporting
1818
COMMON CURRENCY
19
Everything Depends OnThe Count
20
First Rule of Carpentry
2121
ATTRIBUTION MODELLING
22
PathTo Conversion
First
Exposure
Conversion
23
Attribution Modeling – seeing the whole picture
24
Beyond last touch
2525
INSIGHTS
26
Reporting –The First StepTo Insight
27
Real World Insights
28
Multi Dimensional Insights
2929
INTEGRATIONS
30
The Adserver – Hub Of Integration
31
API Integrations
32
The Adserver – Hub Of Integration
33
The Adserver – Hub Of Integration
Cross Platform targeting
3434
FRAUD DETECTION
35
Adservers –Your First Layer Of Protection
CLIENTS, SITES, DSPs EYERETURN: DSP + AD SERVING
36
Legitimate Cluster
Technology.
canoe.ca
cbc.ca
cnews.
canoe.ca
jam.
canoe.ca
Torontosun
.com
slam.
canoe.ca
37
Fraudulent Cluster
38
The Honeypot Campaign
39
Bluff Ads
Bluff ads have contain no actual clicktag button. A human
cannot click on one.
Since robots click on the co...
4040
AUDIT TOOLS
41
The Story BehindThe Numbers – AuditTools
42
The Story BehindThe Numbers – AuditTools
43
Your Ads…inThe Wild!
44
Viewability
4545
TAG MANAGEMENT
46
Tag Management
Confirmation
PageTag
Registration
PageTag
SmartTag
Home PageTag
47
Tag Management In Action
Generic
Ad
Home PageVisit
Position in
Conversion Funnel
User puts item in
ShoppingCart
4848
EXPERIENCE & CONNECTIONS
49
Experience -Tools Are As Good As the User
50
Adservers HaveThe Connections To Make It Happen
SSPs
Exchanges
Creative
Agencies
Media
Agencies
Publishers
51
To wrap it all up
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X Series Programmatic - eyeReturn - The Importance of an Adserver

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More than ever, a third-party ad server can be the difference between success and failure of a programmatic campaign.The current stage of the programmatic ad buying industry is marked by complexity: Media plans are ever more intricate. An increasing number of publishers and supply side platforms are offering new channels to reach the masses, while the nature of programmatic buying means that the distance between the buyer and the seller continues to grow. The resulting data from digital campaigns grows more complex by the day.It takes a third-party ad server to measure results and deliver successful campaigns in a non-biased way — to take a big-picture view of campaign performance, and apply retargeting, prospecting and branding tactics based on data-driven insights to continuously improve the ROI on a marketer’s ad spend.

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X Series Programmatic - eyeReturn - The Importance of an Adserver

  1. 1. 11 THE IMPORTANCE OF AN AD SERVER Ian Hewetson
  2. 2. 2 Why Are We Talking About This?
  3. 3. 3 It’s Like Having A HugeToolkit OnYour Desk
  4. 4. 44 OPERATIONAL EFFICIENCY
  5. 5. 5 Operational Efficiency
  6. 6. 6 The Original Promise Of 3rd Party Adservers Efficiency on campaign setup
  7. 7. 7 The Original Promise Of 3rd Party Adservers Efficiency In Consolidated Reporting
  8. 8. 8 What’s Different InThe Age Of Programmatic? More segmentation = many more placements 2006 Today 12 50
  9. 9. 9 How HaveTheTools Evolved?
  10. 10. 10 How HaveTheTools Evolved?
  11. 11. 11 How HaveTheTools Evolved?
  12. 12. 1212 CONSOLIDATED REPORTING
  13. 13. 13 Consolidated Reporting
  14. 14. 14 Consolidated Reporting
  15. 15. 15 Consolidated Reporting
  16. 16. 16 Consolidated Reporting
  17. 17. 17 Consolidated Reporting
  18. 18. 1818 COMMON CURRENCY
  19. 19. 19 Everything Depends OnThe Count
  20. 20. 20 First Rule of Carpentry
  21. 21. 2121 ATTRIBUTION MODELLING
  22. 22. 22 PathTo Conversion First Exposure Conversion
  23. 23. 23 Attribution Modeling – seeing the whole picture
  24. 24. 24 Beyond last touch
  25. 25. 2525 INSIGHTS
  26. 26. 26 Reporting –The First StepTo Insight
  27. 27. 27 Real World Insights
  28. 28. 28 Multi Dimensional Insights
  29. 29. 2929 INTEGRATIONS
  30. 30. 30 The Adserver – Hub Of Integration
  31. 31. 31 API Integrations
  32. 32. 32 The Adserver – Hub Of Integration
  33. 33. 33 The Adserver – Hub Of Integration Cross Platform targeting
  34. 34. 3434 FRAUD DETECTION
  35. 35. 35 Adservers –Your First Layer Of Protection CLIENTS, SITES, DSPs EYERETURN: DSP + AD SERVING
  36. 36. 36 Legitimate Cluster Technology. canoe.ca cbc.ca cnews. canoe.ca jam. canoe.ca Torontosun .com slam. canoe.ca
  37. 37. 37 Fraudulent Cluster
  38. 38. 38 The Honeypot Campaign
  39. 39. 39 Bluff Ads Bluff ads have contain no actual clicktag button. A human cannot click on one. Since robots click on the code behind the ads, any click on that ad = fraudulent.
  40. 40. 4040 AUDIT TOOLS
  41. 41. 41 The Story BehindThe Numbers – AuditTools
  42. 42. 42 The Story BehindThe Numbers – AuditTools
  43. 43. 43 Your Ads…inThe Wild!
  44. 44. 44 Viewability
  45. 45. 4545 TAG MANAGEMENT
  46. 46. 46 Tag Management Confirmation PageTag Registration PageTag SmartTag Home PageTag
  47. 47. 47 Tag Management In Action Generic Ad Home PageVisit Position in Conversion Funnel User puts item in ShoppingCart
  48. 48. 4848 EXPERIENCE & CONNECTIONS
  49. 49. 49 Experience -Tools Are As Good As the User
  50. 50. 50 Adservers HaveThe Connections To Make It Happen SSPs Exchanges Creative Agencies Media Agencies Publishers
  51. 51. 51 To wrap it all up

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