This document provides an overview of how to use OpenX ad server as a publisher to set up websites, zones, campaigns, and banners to serve ads. It demonstrates how to: 1) Create a publisher website and zone in OpenX; generate an ad tag to display ads on the website. 2) Set up a sample campaign for advertiser EA with a banner to run in the zone. 3) Configure advanced options like setting delivery limitations to show different banners to different browsers. 4) Add house and remnant campaigns to fill zones when no paying campaigns exist. 5) Book campaigns from advertisers into zones and configure campaign priorities and visitor capping.

1. Ad Serving Tutorial for OpenX OpenX Day, New York, 2 nd October 2008

2. Background before we start 0

3. Before we start, here’s an overview of the key business entities in t he OpenX ad server Confidential & Proprietary Demand-side Advertiser Campaign Banner Supply-side Publisher Website Zone

5. Getting started as a publisher 1

6. For this tutorial we’re going to be the publisher of a one-page website called www.myblog.com Confidential & Proprietary

7. Let’s get started! First we want to setup our website in OpenX ready to take advertising Confidential & Proprietary Define our website Create our first zone Log in to the OpenX ad server Publisher Website Zone

8. Once we have done this, we need to wire OpenX into our site by creating an ad tag and adding it to our site’s HTML Confidential & Proprietary Add it into our page Generate an invocation tag

9. Given that we haven’t got any advertising in our ad server, this will serve blanks initially Confidential & Proprietary

10. Adding our first advertiser 2

12. To get this campaign running, we first need to create an advertiser (EA) and a campaign (Crysis), and create the banner Confidential & Proprietary D efine our Crysis campaign Create the banner Create EA as an advertiser Advertiser Campaign Banner

13. Launching our first campaign 3

14. To launch, all we need to link the banner to the correct zone – OpenX handes the rest Confidential & Proprietary Demand-side Supply-side Publisher Website Zone Link Note that you can only link banners and zones which have the same dimensions – this protects you from accidentally breaking your site’s layout Advertiser Campaign Banner

15. And that’s it! We should have the ad displaying in the page header now; all further configuration can be done from OpenX Confidential & Proprietary

16. Advanced: setting up some delivery limitations 4

18. To accomplish this with OpenX, we set delivery limitations on the individual banners – but first we need to add the new banner Confidential & Proprietary Create the new IE banner Add a delivery limitation on the IE banner Add a delivery limitation to the standard banner Link the IE banner to our zone

19. Now we load up Internet Explorer alongside Firefox to test the new delivery, and we should be ready Confidential & Proprietary

20. Confidential & Proprietary We can set up other kinds of delivery limitation too – here are some ideas

21. Adding a house or remnant campaign 5

23. There is less to do on the publisher side this time, as our publisher and website are already set up Confidential & Proprietary Create our new sponsorship zone Publisher Website ✔ ✔ Add it into our page Generate an invocation tag Zone

24. On the advertiser side, we will create a new advertiser, campaign and banner, and then link the zone Confidential & Proprietary D efine our remnant campaign Create the banner Create house advertiser Link to zone Zone Campaign Banner Advertiser

25. We’ll test it now and check everything looks good – then we wait for the sponsorship deals  Confidential & Proprietary

26. Booking campaigns into our sponsorship slot 6

27. Within a week we have managed to sell a couple of campaigns for our sponsorship slot (!) Confidential & Proprietary

29. Under each campaign we’ll add the relevant banner and then link them both to the sponsorship zone Confidential & Proprietary Create the Mailchimp banner Link the Mailchimp banner to the sponsorship zone Create the Rackspace banner Banner Link the Rackspace banner to the sponsorship zone Banner Zone

31. Final tweaks: statistics, expired campaigns and delivery capping 7

32. We’ll have to wait a little to get the latest statistics from our tutorial session Confidential & Proprietary

35. Finally if we set frequency capping on our Rackspace ad too, then we should eventually be back to our house ad Confidential & Proprietary Add visitor capping to Rackspace banner Confirm that visitor capping is working

36. That’s it! Questions? 8