Adserver and CM360

1. I N T R O D U C T I O N TO A D - S E RV E R
A N D O V E RV I E W O F C M 3 6 0
By – Ritesh Kumar

2. U N D E R S TA N D I N G A D - S E R V E R S
• Centralized Ad Management - Ad servers are essential for the centralized management and
delivery of digital advertisements across different platforms and publishers.
• Tracking and Reporting - They play a key role in tracking ad performance and providing detailed
reports on impressions, clicks, and conversions.
• Targeted Ad Delivery - Ad servers enable targeted ad delivery based on user demographics,
behavior, and interests.
T Y P E S O F A D - S E R V E R S
• Publisher Side Ad-Server (1st Party Ad-server)
• Advertiser / Agency Side Ad-server (3rd Party Ad-server)

3. D I G I TA L L U M A S C A P E

6. W H Y A D V E R T I S E R S U S E A D - S E R V E R S ?
• Cross verify the Reporting data (Impression and clicks) from the publisher ad-server
• Creative management can be done at a single place to serve ads for multiple publishers
• Any changes that needs to be done to the creatives. It is now very easy and is updated in
backend
• Unified & real time reporting makes life simple (Instead of receiving multiple reports from
different publishers, the reports from 3rd party ad-server becomes very useful)
• Easy targeting - Geo, language, audience, etc
• Floodlights helps in tracking the user journey and remarketing of the campaigns

7. C M 3 6 0
• Campaign Manager 360 is a web-based ad management system for advertisers and
agencies. It helps you manage your digital campaigns across websites and mobile.
• This includes a robust set of features for ad serving, targeting, verification, and reporting.
• Easy integration with GMP such as DV360, SA360, GA and Studio
• Cross-Channel Attribution and Verification

8. H I E R A R C H Y O F C M 3 6 0
(Account Name) (Advertiser Name) (Campaign Name)
(Site Name) (Placement Name)
(Ad Name)
(Creative Name)

9. T Y P E S O F A D S
• Standard
• Tracking (Impressions and Clicks)
• Click Tracking (Dynamic and Static)
T Y P E S O F C R E AT I V E S
• Display
• Rich Media
• Video , Audio
• Redirects (Display and Video)

10. T Y P E S O F TA G S
• Standard (Display, Video)
• Tracking (1x1’s)
H O W T O C H E C K TA G S
• Standard – Display and Video
• Tracking (1x1’s)

11. F L O O D L I G H T S
• A pixel or codes placed in the publisher's website to track user journey and bucket them as
audience lists for the purpose of remarketing.
• Lookback windows - Lookback windows specify how many days into the past you want to
look when determining whether to record a conversion. When reporting on conversion
data, you can choose to pull this value from Floodlight or manually enter a custom value
W H AT I S A C O N V E R S I O N ?
• A conversion takes place when a user sees or interacts with an ad, then performs another
action, such as visiting the advertiser's web page or completing a purchase. A conversion
can be recorded based on a click, an impression, or a Rich Media event. A conversion is
counted whenever a Floodlight impression is triggered by a user who falls within the
specified lookback window.

12. T Y P E S O F F L O O D L I G H T S
• Counter Activities – Counts the number of conversion. Are of 3 types –
1. Standard: Counts every conversion.
2. Unique: Counts the first conversion for each unique user during each 24-hour day.
3. Per session: Counts one conversion per user per session. You can define the length of a
session for your site
• Sales Activities - track the number of sales made or the number of items purchased. You
can also capture the total value of each sale. There are two ways to define a conversion
for sales activities:
1. Transactions: Counts all conversions, plus the total number of sales that take place and
the total associated revenue.
2. Items sold: Counts each conversion, plus the total number of items sold and the total
associated revenue.

13. A N Y Q U E S T I O N S ?