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TMKu: Campaign Infrastructure
 

TMKu: Campaign Infrastructure

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A look at how pixels, tags, ad servers, search, display, analytics and more come together to form a digital campaign.

A look at how pixels, tags, ad servers, search, display, analytics and more come together to form a digital campaign.

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    TMKu: Campaign Infrastructure TMKu: Campaign Infrastructure Presentation Transcript

    • TMK University: Digital
      Campaign Infrastructure
      August 2, 2010
      www.mediakitchen.tv
    • Campaign Infrastructure
      … in a TMK context.
      Pixels
      Tags
      Ad Servers
      Rich Media
      Video Server
      What we will
      cover today.
      Reporting
      The Blender
      Business Intell.
      Web Analytics
      Testing
      Optimization
    • Typical Campaign Setup
    • Typical Campaign Setup
      How does
      all of the data pass
      from Windstream
      to the above tools?
    • Tags & Pixels
      • 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)
      Universal Action Tags (UAT)
      Floodlight Tags
      Javascript container
      1999
      2004
      2007
      Spotlight Tags
      Action Tags
      Thank You Page
      Thank You Page
      Thank You Page
      img src (1x1)
      Doubleclick
      Atlas
      Third Party Ad Server Img Tag
      Publisher tag
      Publisher tag
      Publisher tag
      Third Party Ad Server Container Tag
      Publisher tag
      Publisher tag
      Publisher tag
      • No Duplication Issues
      • Clear System of Record
      • Multiple tags slow down system
      • Duplication Issues
      • No System of Record
      • Multiple Calls from a Page
      • No Duplication Issues
      • Clear System of Record
    • Tags, Pixels & Cookies
      Ad 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 the
      bottom of the page body (the solution used by all the major container tag solutions)) is
      actually 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 a
      site and the number reported by a page tag was page download time, with approximately 10% of
      traffic 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 figures
      reported by page tags was 60%, this was comparing a Javascript call at the top of the page
      head (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 Approved
      3rd Party Ad Servers
      reporting
      campaign management
      pixel creation
      Deliver (at varying
      degrees):
      creative management
      optimization interface
      serving & tracking
      Clients pay for this out of the Ad Ops budget
      Estimated off of volume of impressions
    • Search Bid Management
      Search Tool
      & Secondary
      Engines
    • Attribution
      Search
      Display
      Video
      Ad Server or the Blender
      decides who should get
      credit for the merit
      event
      Mobile
      Social
    • Attribution Continued…
      search
      Site visit
      display
      video
      Merit
      Event
      Merit
      Event
      Open Questions:
      How long is your credit window? 7 days? 14 days? 60 days?
      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...:
      New Account w/LTV >$1500
      Products With >30% Margin
      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