Category "Ad operations"

Implementing Header-Bid (Tagless) DFP Ad Solutions – Part 1

Recently we asked Jon Crowell, who heads up development for StudyBreak Media, to break his blog silence. Jon obliged and the result will be a series of posts that cover a few technical specifics regarding ad serving and ‘tagless’ solutions. Jon has developed a number of tools that aid in our ad optimization and we’re excited to get a chance to share a few of his views on the space. 

EDH

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Consider This: What’s the right amount of ad partners for me? (Part 2)

http://www.kindercrazeblog.com/2012/05/hands-on-measurement-freebie.html

Image Source: http://www.kindercrazeblog.com/2012/05/hands-on-measurement-freebie.html

In part 1 of this two part series, I discussed how the length of your ad stack can actually impact your discrepancy rates, drive competition and asked you to think about manageability.

Let’s dive in a little deeper. In part 2 I will go over:

User Impact
Long-Term vs. Short-Term
Building Relationships with Ad Partners
Testing New Ad Partners
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Consider This: What’s the right amount of ad partners for me? (Part 1)

http://www.exacttarget.com/blog/optimal-website-length-long-copy-vs-short-copy/

Image Source: http://www.exacttarget.com/blog/optimal-website-length-long-copy-vs-short-copy/

Does the number of ad partners in your demand stack impact performance? What are the pros and cons of a longer or shorter stack?

If you’ve ever asked yourself these questions, this post will outline some of the major points to consider when determining what size demand stack is right for you and your site.

This will be a two part series. In part 1, I will discuss:

Discrepancy
Driving Competition
Manageability

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What’s the Difference between Programmatic and RTB?

As a newbie, I’m still learning as I go. But one term StudyBreak Media so wisely made sure I was familiar with right away was programmatic. Why? Well, just do an online search for it and you’ll see. It’s a pretty hot topic; many consider it to be the future of digital advertising – that is here, right now.

At first, I had a really hard time understanding the difference between programmatic and real time bidding (RTB), a closely linked term. But as I started to research more and more, I realized I wasn’t alone. Nor was I alone in trying to learn what it all meant for digital advertising. Thank goodness.

So let’s break it down.

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Digital Advertising Terms and Definitions Glossary

General terms:

  • Ad tag – Typically served as javascript through a website’s ad server, an ad tag allows a website to communicate with an ad partner and serve an appropriate ad
  • Ad exchange – an ad partner that serves as a broker between a publisher and an advertiser. Ad exchanges use RTB technology to sell a publisher’s inventory in an auction-like manner. Typically, you can set a price floor within an ad exchange and you’ll receive a higher rate due to the auctioning process.
  • Ad network – an ad partner that serves as a middle man between a publisher and an advertiser. Typically, ad networks provide you with a static rate for your inventory that rarely fluctuates.
  • Auction Price Floor – This is the same idea as a standard price floor but in an auction or programmatic environment the floor serves as a minimum but can be exceeded by higher bidding. For example if you set your price floor at $1 you can still receives bids at $1.25 but not $.75.
  • Creative – You will often here this word used to refer to the actual images the advertising display

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Google DFP: Blending an uncapped manage demand stack with capped deals and AdX dynamic allocation

At StudyBreak Media our objective is straight forward. We aim to maximize the value of 100% of our partners IAB inventory while protecting their brand.

If that sounds like marketing speak, frankly, it is. It’s a one sentence summary of a process that’s taken seven years to develop and countless hours of testing, failing, and testing again until success. Part of the reason we have this blog is to share and communicate what we’ve learned along the way. When you’re serving over 5,000,000,000 impressions a year you’re forced to keep a close eye on things and we challenge ourselves to consistently innovate. Today I’d like to share an ad serving problem we were having, and a proposed solution to that problem.

If you have any further questions about this process, why we’ve elected to institute it or how it was done, contact us here. Also, I’d like to thank Kevin Davis from Findthebest.com, Winston Park from MyFitnesspal.com, and John Li of Menuism.com for helping us figure this out.

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A Refreshing Debate: Amending Google’s Anti Auto-Refresh Policy

The supporting argument for publishers auto-refreshing their webpage is simple: An increased refresh rate leads to more ad impressions which leads to more revenue.  Pretty straight forward.

The dissenting argument on the demand side is also very clear: Ad refreshes that aren’t triggered by the user are less likely to be engaged by that user, paying and performing worse for the publisher and the client. The ultimate result of this, they argue, is devalued inventory for publishers and unhappy clients for demand partners.

In general, when both sides of an argument present truly rational cases for their position the result is slow progress. Although we believe both sides of the auto-refresh debate have merit, there are some important distinctions to consider about both positions .
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