A look at how pixels, tags, ad servers, search, display, analytics and more come together to form a digital campaign.

1. TMK University: Digital Campaign Infrastructure August 2, 2010 www.mediakitchen.tv

2. Campaign Infrastructure … in a TMK context. Pixels Tags Ad Servers Rich Media Video Server What we will cover today. Reporting The Blender Business Intell. Web Analytics Testing Optimization

3. Typical Campaign Setup

4. Typical Campaign Setup How does all of the data pass from Windstream to the above tools?

6. Third party ad serving is the technology that pushes ads out to websites and allows advertisers to track the performance of these ads.

8. Clear System of Record

9. Multiple tags slow down system

10. Duplication Issues

11. No System of Record

12. Multiple Calls from a Page

13. No Duplication Issues

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. 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

20. Ad Serving TMK Approved 3rd Party Ad Servers reporting campaign management pixel creation Deliver (at varying degrees): creative management optimization interface serving & tracking Clients pay for this out of the Ad Ops budget Estimated off of volume of impressions

21. Search Bid Management Search Tool & Secondary Engines

22. Attribution Search Display Video Ad Server or the Blender decides who should get credit for the merit event Mobile Social

23. Attribution Continued… search Site visit display video Merit Event Merit Event Open Questions: How long is your credit window? 7 days? 14 days? 60 days? Are you using a last-click model?

24. Optimization Out: Click Based In: Merit Based Every client should be optimizing to a merit. If there is no merit to optimize to, please re-think the campaign.

25. Optimization w/Data Good: Optimizing off of a merit Better: Optimizing off a merit w/additional information Example for Optimizing to...: New Account w/LTV >$1500 Products With >30% Margin Product A vs. Product B

26. Web Analytics Too often, media doesn’t get involved with site analytics. This is a missed opportunity. Learn which landing pages work best Understand the optimal pages to tag Tag the media plan with Web Analytics package code to learn which sites contribute higher value users based on site-metrics

27. Binging It All Together

28. Contact Info For additional information, please contact Darren Herman at 212 337 4543 or dherman@mediakitchen.tv Twitter: @dherman76 / @themediakitchen