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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.

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TMKu: Campaign Infrastructure

  1. 1. TMK University: Digital<br />Campaign Infrastructure<br />August 2, 2010<br /><br />
  2. 2. Campaign Infrastructure<br />… in a TMK context.<br />Pixels<br />Tags<br />Ad Servers<br />Rich Media<br />Video Server<br />What we will<br />cover today.<br />Reporting<br />The Blender<br />Business Intell.<br />Web Analytics<br />Testing<br />Optimization<br />
  3. 3. Typical Campaign Setup<br />
  4. 4. Typical Campaign Setup<br />How does<br />all of the data pass<br />from Windstream<br />to the above tools?<br />
  5. 5. Tags & Pixels<br /><ul><li>Two major players: DoubleClick DART, Microsoft/Atlas DMT
  6. 6. Third party ad serving is the technology that pushes ads out to websites and allows advertisers to track the performance of these ads.
  7. 7. 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)</li></ul>Universal Action Tags (UAT)<br />Floodlight Tags<br />Javascript container<br />1999<br />2004<br />2007<br />Spotlight Tags<br />Action Tags<br />Thank You Page<br />Thank You Page<br />Thank You Page<br />img src (1x1)<br />Doubleclick<br />Atlas<br />Third Party Ad Server Img Tag<br />Publisher tag<br />Publisher tag<br />Publisher tag<br />Third Party Ad Server Container Tag<br />Publisher tag<br />Publisher tag<br />Publisher tag<br /><ul><li>No Duplication Issues
  8. 8. Clear System of Record
  9. 9. Multiple tags slow down system
  10. 10. Duplication Issues
  11. 11. No System of Record
  12. 12. Multiple Calls from a Page
  13. 13. No Duplication Issues
  14. 14. Clear System of Record</li></li></ul><li>Tags, Pixels & Cookies<br />Ad Tag<br /><ul><li>In order to request an ad from an adserver, a website must place an ad tag on a web page
  15. 15. An ad tag is a little piece of HTML that tells the browser to request content from the ad server</li></ul>Pixels<br /><ul><li>In terms of ad serving, pixels are 1x1 image files that record calls or hits to a page
  16. 16. 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</li></ul>Cookies<br /><ul><li>A cookie is a piece of text that a Web server can store on a user's hard disk
  17. 17. 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
  18. 18. 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
  19. 19. Issues: Cookie deletion and persistence</li></li></ul><li>Pixel & Tag Tidbits<br />The most popular way to deploy conversion tags (via an iFrame container positioned at the<br />bottom of the page body (the solution used by all the major container tag solutions)) is<br />actually the worst for accurately reporting traffic, introducing a 15‐60% discrepancy<br />The biggest factor in the size of discrepancies between the number of users arriving on a<br />site and the number reported by a page tag was page download time, with approximately 10% of<br />traffic lost for every extra second the site took to load<br />Most of the slowest‐loading assets on the pages were third‐party tracking tags, taking as <br />much as 250ms<br />The largest discrepancy between the actual traffic arriving on a website and the figures<br />reported by page tags was 60%, this was comparing a Javascript call at the top of the page<br />head (best) to an image pixel inside an iFrame at the bottom of the page (worst)<br />Several tags were found of which were for services that were no longer being used<br />Moving the Google Analytics tag from the bottom to the top of the page increased the reported traffic by 20%<br />TagMan Latency Test April 2009<br />
  20. 20. Ad Serving<br />TMK Approved<br />3rd Party Ad Servers<br />reporting<br />campaign management<br />pixel creation<br />Deliver (at varying <br />degrees):<br />creative management<br />optimization interface<br />serving & tracking<br />Clients pay for this out of the Ad Ops budget<br />Estimated off of volume of impressions<br />
  21. 21. Search Bid Management<br />Search Tool<br />& Secondary<br />Engines<br />
  22. 22. Attribution<br />Search<br />Display<br />Video<br />Ad Server or the Blender<br />decides who should get<br />credit for the merit<br />event<br />Mobile<br />Social<br />
  23. 23. Attribution Continued…<br />search<br />Site visit<br />display<br />video<br />Merit<br />Event<br />Merit<br />Event<br />Open Questions:<br />How long is your credit window? 7 days? 14 days? 60 days?<br />Are you using a last-click model?<br />
  24. 24. Optimization<br />Out: Click Based<br />In: Merit Based<br /> Every client should be optimizing to a merit. If there is no merit to optimize to, please re-think the campaign.<br />
  25. 25. Optimization w/Data<br />Good: Optimizing off of a merit<br />Better: Optimizing off a merit w/additional information<br />Example for Optimizing to...: <br />New Account w/LTV >$1500<br />Products With >30% Margin<br />Product A vs. Product B<br />
  26. 26. Web Analytics<br />Too often, media doesn’t get involved with site analytics.<br />This is a missed opportunity.<br />Learn which landing pages work best<br />Understand the optimal pages to tag<br />Tag the media plan with Web Analytics package code to learn which sites contribute higher value users based on site-metrics<br />
  27. 27. Binging It All Together<br />
  28. 28. Contact Info<br />For additional information, please contact Darren Herman at 212 337 4543 or<br /> Twitter: @dherman76 / @themediakitchen<br />