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)
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
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
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