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Life Of An Ad

Life Of An Ad



The life of a video ad, from ad request to ad server to ad display. Explained from the perspective of a Brightcove player.

The life of a video ad, from ad request to ad server to ad display. Explained from the perspective of a Brightcove player.



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    Life Of An Ad Life Of An Ad Presentation Transcript

    • The Life of an Ad
      • Brian Deitte
      • http://www.deitte.com
      • http://www.twitter.com/bdeitte
    • What’s This About?
      • From an ad request to ad server to ad display to…
      • Technical description of the life of an ad- nothing in here on the creative side or business side
    • Where Do I Start?
      • Starting from the perspective of an already-configured Brightcove player
      • Already-configured means that the player has already been customized and set up for advertising in the Brightcove studio
    • Do I Really Want an Ad?
      • First need to decide if we want an ad
      • Happens both from the player perspective, as set up in the ad module…
    • Do I Really Want an Ad? (Continued)
      • … or as determined by an ad rules SWF, which can get an ad servers’ rules.
    • I Want an Ad!
      • When ad is needed, the player sends an ad request to an ad server
      • This is done in Brightcove through the ad translator SDK
    • I Want an Ad! (Continued)
      • The ad request is (usually) a simple GET request with many URL parameters to help determine the ad that’s returned
      • Example: http://ad.doubleclick.net/pfadx/bc.addemos/;frmt=22;frmt=0;frmt=1;plID=2412527001;sz=8x8;ttID=1073549595;cue=pre;cgm=0;ord=036755150?
    • Ad Server?
      • Ad request goes to an ad server. Many ad servers to choose from for Brightcove: http://www.brightcove.com/en/partners/technology-partners/advertising
    • Ad is Returned
      • The ad server returns an ad to the Brightcove player
      • Ad is usually in XML using either the Brightcove ad XML format or the IAB standard called VAST (which we’ll explain in the next slide)
    • A Slight Detour into the IAB
      • Interactive Advertising Bureau at http:// iab.net
      • Set standards for many parts of advertising, from how an ad is “counted” (via an impression) to the standard display formats
      • VAST and VPAID are emerging standards for video ads
      • Brightcove VAST support: http://support.brightcove.com/en/docs/using-vast-standard-brightcove-players
    • I Have an Ad! Now What?
      • Ads need to be displayed in very specific ways
      • Brightcove player needs to decide how the ad is displayed with built-in logic or ad display SWF
      • Custom ads can be displayed with Ad Display SWF SDK
    • I Make $$$
      • Ad is displayed, so an ad impression is sent
      • Ad impression is a URL call (as specified within the ad response) to an ad server which records that the ad was seen
      • Other tracking information is often sent to the ad server, which can help give insight on how well ads are doing
    • For More Information
      • Article which expands on the information presented here: http://developer.brightcove.com/en/articles/brightcove-advertising-sdk
      • Have more questions? Ask away in the Brightcove developer forums: http://forum.brightcove.com/t5/Ad-APIs/bd-p/Developer_3