Life Of An Ad

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

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Life Of An Ad

by Brian Deitte on Mar 28, 2010

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Life Of An Ad — Presentation Transcript