Professional Documents
Culture Documents
Digital Marketing
Digital Marketing
Digital Marketing
Every Campaign has its defined set of Goals , Audience , Strategy and Channels.
Advertiser Publisher
The one who pays money to get his The one who gets money to put the
Advertisement Shown Advertisement on his page
Buys the inventories at a cheaper rate Solds the inventory at maximum price
GOALS:
GOALS:
● Maximise reach and ensure target Ads ● Create high quality content
● Maximise reach and user engagement
● Protect and enhance brand image
● Monetize user engagement
● Increase Sales
● Measure Consumer success
● Track consumer Journey and generate
Leads
MONETIZATION: MONETIZATION:
● Reach Target Audience ● Maximise sold impression
● Optimise Ad based on Data ● Optimise Ad Inventories
● Measure Performance ● Data to support the optimization
Ad Call:
When the computer asks the server to see a webpage, then once the webpage is loading it
calls the as from another server. This then sends the Ad to the computer to be a part of the
webpage.
The Anatomy of the AdCall
➢ When we browse a website the site web servers returns a bunch of code telling
to browse what to display
➢ Within this code , the re lies a link points to ad server which decides what ad to
show then returns the ad for the supply side platform
➢ The browser calls the SSP which starts an auction on its own requesting a
number of demand sources
➢ The DSP’s and the Ad networks within their own set of buyer relationship to find
which Ad they should show to the user and how much they will pay for it
➢ DSP’s may run their own auction to decide which is the most relevant Ad
➢ Then they submit the bid back to the SSP
➢ SSP selects highest paying ad and psses it back to the browser
➢ Now browser directly calls the winning DSP and redirects the Ad server to call
the Ad
DSP SSP
This works from the advertiser side This works in the publisher side
It aims to buy more ads in less amount This tries to sell the Ad space at higher
bider
Pricing Models
1. CPM - Cost Per Mile or Thousand CPM= ( Cost % Impression )*1000 Cost = CPM *
(Impression %1000)
Impression= (Cost %CPM)*1000
Header Bidding:This sequencing of networks and/or exchanges goes away with header
bidding. Quite simply, the inventory is up for sale — a “notification” goes out to multiple
demand sources (SSPs, networks, or exchanges) simultaneously. Publisher’s ad server
collects the bids.
The Demand Source that puts out the highest bid (after conducting a second price auction
amongst its own buyers) wins, gets congratulated by publisher’s ad server, and sends the
winning buyer’s creative across to be served on impressions bought.
WHAT IS VIEWABILITY?
Viewability is an online advertising metric that aims to track only impressions that can be
actually seen by users. For example, if an ad is loaded at the bottom of a webpage but a user
doesn't scroll down far enough to see it, that impression would not be considered viewable.
The IAB defines a “viewable” impression as one that’s at least 50 percent visible for at
least “one second”.
In general, about 54% of Ads aren’t viewable for various reasons. One of the common reasons
is that users don’t scroll down till the bottom of the page so the ads placed at the bottom go
unnoticed and those impressions are wasted.
WHAT IS AD FRAUD?
Ad fraud refers to activities that aim to get commission for ads which are never really seen
.
DAY 12 DATE:29 th January
● Ramp up reservations
Gain more control, add value to inventory, and lock in revenue with direct-booked campaigns
or Programmatic Guaranteed.
● Plan ahead
Know exactly what ad inventory is available and how to maximize sales across devices with
next-generation forecasting capabilities.
● Opportunities are weekly suggestions for how you might earn more revenue, such as
changing a pricing rule or unblocking a general Ad Manager category
DAY 15 DATE:1st February,2021
● Users are people who can view or manage the orders, line items, and other items in
your Ad Manager network.
● Assign user roles
A role is used to define which permissions a user has within your network. They’re set
up on the Roles page.
The Roles page lists common roles, such as Administrator, which has full access to the
network, and Trafficker, which has access to trafficking and reporting features. You can
customize these roles or create new ones that meet the needs of your users more specifically.
Ads.txt is an initiative from the Interactive Advertising Bureau, also known as the IAB, to
improve transparency in programmatic advertising.
Also known as Authorized Digital Sellers
Creates own ads.txt files to identify and publicly declare who is authorized to sell your
inventory. The files are publicly available and crawlable by buyers, third-party vendors, and
exchanges.
An ads.txt file can help you protect your brand from unauthorized inventory that’s intentionally
mislabeled as originating from a specific domain, app, or video. Declaring authorized sellers
can help you receive more advertiser spend that might otherwise go toward unauthorized
inventory.
Your ads.txt file should publicly declare the account for each exchange or supply-side platform
(SSP) that’s authorized to sell your inventory.
DAY 16 DATE:2nd February,2021
12 Bulk
12 Price Priority
12 Ad Exchange
16 House
DAY 19 DATE:5th February,2021
DYNAMIC ALLOCATION:
Ad manager makes sure that the non - guaranteed inventory sells at the highest price
at the right time without compromising guaranteed campaigns
(In other words competition between AdX and DFP line items for same impression
based on the CPM)
Temporary CPM:The guaranteed line item competes using a temporary CPM or "opportunity
cost" that Ad Manager calculates automatically.
● The Ad server chooses eligible remnant line item with highest CPM
● Ad exchange is called to see if any ad can beat the maximum of guaranteed
CPM and remnant CPM
● Ad manager selects the line item with highest CPM to serve ads Protecting
guaranteed ads in all cases
To inspect delivery:
Delivery > Delivery Tools> select
DAY 22 DATE:8th February,2021
Creatives
Display Video
Narrative Format : Advertiser provides components instead tag
Ad manager taker the components and maked ad
Third Party Creatives :When browser loads the page it calls Ad . Ad
manager returns a snippet of code . Which redirect the browser to third
party server hosting the ad
Using Marcos in Third party creative in Ad manager to make sure that 3rd
party impressions are property registered
Click Macro : tracks Clicks
Cachebuster Macro: Inhibits brower from serving cached image
Creative Templates are forms to use for Trafficking Creative
How? The Ad Manager looks at past 24 months: history ,traffic volume and predicts
future . It uses resent past or last 28 days data
● Setting Forecast before trafficking allows to check weather there are enough
impressions available in your network to be sold or booked as line items
● Setting Forecast during trafficking must set up a new line item that is ready to
serve
● Setting forecast during delivery
Contending Line Items:The contending Line items selection reveals the comparison
between different line items in your network (Maximum line items display=3000)
DAY 24 DATE:10th february ,2021
Reporting>Templetes
To create new :- Reporting>Reports>New Report
Date Types:
1. Dynamic:Dynamic date ranges produce rolling reports based time period
defined
2. Fixed:-provides snapshot ofspecific moments in time
3. Custom:- allows to provide a start and end date.
Types of Report:
1. Historical: Answers the questionHow do I do? Presents data of past date
2. Ad Exchange Historical:how manager networks primary ad exchange account
is performing
3. Future sell Through Report: What can I expect?
4. Reach; Whos seeing my Ads? Estimated number of visitors
5. Partner Finance: It helps to track assignment and reflect host partner revenue
splits based on advance finance configuration
6. AD Speed: View ad speed data related to ad request flowing through your ad
manager network
● Private Auction :-
○ Set report type to Ad Exchange Historical
○ Create a filter for Transaction Type and choose Private Action
○ Choose TransactionTypes under Dimension
● Preferred Deal:-
○ Set the report type to Historical
○ Create a filter for programmatic Order and set it to is True
○ Create a filter for Programmatic Channel and set it to is Preferred Deal
OR create a filter for line item type and set it to any preferred deal
● Programmatic Guaranteed:-
○ Set the report type to Historical
○ Create a filter for programmatic Order and set it to is True
○ Create a filter for Programmatic Channel and set it to is Programmatic Guaranteed
OR create a filter for line item type and set it to any preferred deal
DAY 26 DATE:12th February,2021
Ad Experience : You can control what kind of Ad and Ad Behavior eligible for your
inventory
2. First Look
Let you give preferred inventory access to select high CPM third party
buyers helping you to maximise your yield
Admin >inventory>pricing Rules>First look pricing
First Rule:-Specific Inventory dont want for first look
Second Rule:- Specific Inventory make available for first look
Rule:-4 Ad Size
Filtering options:
1. Text :- Find ads with matching ad text or destination URL
2. Publisher Domain :- Based on which of your sites they appeared on
3. Newest Ads:- Search for that have appeared on your site in the last one or three or
seven days
4. Ad Network:- Search for ads from a specific network
5. Size:- based on size of ads from a specific ad network
6. Ad Type:-Filter by image , text or rich media ads
7. Click String:- Based on Tracking URL
8. Publisher deals :Based on programmatic deal or private auction
DAY 31 DATE:17th February,2021
Video Ads:
1. Linear Ads:
i. Video ads that appears before content- Pre Roll
ii. Video ads that appears after content- Post Roll
iii. Video ads that appears in between content- Mid Roll
2. Non-Linear Ads: Display ads or video ads that appear during video content playback
without disrupting playback
3. Companion Ads:Can display on the page around the video player
DAY 31 DATE:18th February,2021
Key Values:- Custom targeting & target the line items to serve some specific part of the page
Used for:-
● Identity pages on a website
● Specify parts of page
● Help target other inventory
Key Values:
1. Dynamic Key Values: every value need not be passed dynamically from page
2. Predefined; Key values have to be defined before line item targeting or ad request
Criteria:
● Exact Match
● Begins with match(*)
● Include match( )
● Begins with and includes
Limits:
● Characters per key - 20
● Characters per value- 40
● Active values per network-25,00,000
Ad Selection Process
Unified Pricing Rules:-
● Auction happens based on the floor
● Previous setup: Second price auction or AdX rule
● Now:UPR or first price auction
Ad Selection Process:
Selection of Creative:
● Call of particular size
● With frequency capping is prioritized
When DFP and non-DFP items compete there dynamic allocation comes to notice.
Demand partner:
Methods to call the demand partner:
● HardCoded
● Tag Based
● Header Bidding
HardCoded:
In this method of calling SSP we put the code of the partners on the webpage This code is
given by SSP to publishers. Once a user access webpagage , this code will run and make call
to the SSP
Disadvantage:
● No competition with direct partners
● It will yield low CPM as only one partner is bidding
● Low utilization of inventory
● Publishers dont have any proof of numbers
Advantage: easy to implement
Tag-Based Execution:
In this method of calling a SSP we put the code of the partnered in one line item which are set
up at lower price priority with a CPM .This code is given by SSPs to the publishers Adops
team track this code as creative in the SSP line item which is set at lower priorities
This type of line item targets all sites at lower priority and those CPM are calculated based on
historical performance
Partner will pay on their own numbers
Passback:•Sending Request to one partner , when they are filled and left with unfilled
impression , we passback to another partner and this occurs like a waterfall.
Methods of passback:
1. Partner- Partner Passback
2. Partner -GAM Passback
Dynamic Allocation: Provides Publisher a real time competition for their impression between
AdX and all of the other demand partners set up interconnectionaly inside DFP.
But as this has disadvantage of using historical CPM , to overcome it Header Bidding came to
picture
But as this has disadvantage of using historical CPM , to overcome it Header Bidding came to
picture
Header Bidding:
● Key-value targeting
● Calling multiple partners at the same time
● Header bidding is a programmatic process that enables publishers to collect multiple
bids from various SSPs at the same time before their ad server is called
Timeout: Wait for the partners to submit their bids for a particular or specific time
Advantages of HB:
● Higher CPM
● Higher Fill rate
● Greater insights to inventory value Disadvantages of HB:
● Latency
● Duplication of bids
● Compatibility
● Performace
TAM: Line items are setup for each price they bid
EBDA:No need for line items, we create yield groups
Formulas used:
EBDA matrices:
● Yield group Callouts
● Yield Group successful response
● Yield group Bids
● Yield group bids in auction
● Yield Group Auction Won
● Yield Group Impression
● Yield Group estimated revenue
1. Yield group callouts: Number of times a yield partner is asked to return bid to fill a yield
group request
2. Yield group successful responses: Number of times a yield group buyer successfully
returned a bid in response to a yield group callout, even if that response is "no bids
3.Yield group bids: Number of bids received from Exchange Bidding buyers, regardless of
whether the returned bid competes in an auction. This number might be greater than Yield
group callouts because a buyer can return multiple bids.
4.Yield group bids in auction: Number of bids received from Exchange Bidding buyers that
competed in the auction
5.Yield group auctions won: Number of winning bids received from Exchange Bidding buyers,
even when the winning bid
6.Yield group impressions: Number of matched yield group requests where a yield partner
delivered their ad to publisher inventory
7.Yield group estimated revenue: Total net revenue earned by a yield group, based upon the
yield group estimated CPM and yield group impressions recorded. This revenue already
excludes Google revenue share.
8.Note: - GAM provides only last 45 days data for Bid Metrics of EBDA partners
troubleShooting Tools:
● Googlepublisher Console
● Ad Widzard
● Google Chrome developer tools
● AMP Validator
● Page ruler
● VPN(Hola)
● Charle
● Page speed insight
Limitations of UPR:
● 200 rules per network are possible, but publishers with huge traffic need hundreds of
rule
● All the buyers will have same floors. As publishers generally set higher floor for
AdWords, which is not possible
● Cannot set any priority rules , higher floor price rule preeceds always
● When the transition is done, the domain and page url information of your inventory are
100% transparent to buyers. This allows your advertisers to perform accurate channel
optimization to purchase your inventory (or audience) at a discount from programmatic
channels instead of direct sales.
●
● A/B testing (also known as split testing) is a process of showing two variants of the same web page to
different segments of website visitors at the same time and comparing which variant drives better
performance.
● Typically, most targeting and delivery rules are set at the flight-level. These rules
include budget, impression goals, active day parts, tracking methods, dates to run, etc
. In order to run an A/B test, typically a copy of a test flight is created which differs only
in the “single” variable that needs to be measured. As listed above, common test
variables are creatives, pixels or landing pages, algorithms, audiences and regions.
Once these two flights have completed their course over a specific period of time, a
pre-chosen KPI is analyzed to study the performance of the variable in test (see Figure
1 for an example case). The time period chosen to run the test should be enough to
obtain a significant result.
Navigate to Inventory > Pricing rules to create a new unified pricing rule. You select the
inventory to apply the rules for, set floor prices or target CPMs and then, save. We can also
specify pricing for selected advertisers/buyers/brands optionally while creating a UPR
● 101 VAST schema validation error:This fatal error can be caused when the
buyer's response is missing required elements or attributes of the XML or
contained unrecognized elements, according to the IAB standard.
● 300 Wrapper error:This fatal error is a general wrapper error and is not
actionable.
● 301 VAST redirect timeout reached:This fatal error can be caused when a
VAST redirect tag does not return a response within the timeout (5 seconds is
the default) specified in a wrapper element. It could include request errors,
such as an invalid URI, unreachable or request timeout for a URI, security, or
other exceptions related to requesting a VAST URI. It could also be due to a
high latency connection (for example, 3G) or simply a slow response from a
buyer.
● 302 Wrapper limit reached:This fatal error can be caused when the
wrapper limit defined by the video player is reached. Either too many wrapper
responses are received without an inline response, a circular loop of daisy-
chaining exists (one network bouncing to another and another), or too many
empty VAST responses from video fallback.
● 303 Empty VAST response returned:This fatal error can be caused when
no ads are returned in a VAST response after one or more wrappers. This also
includes empty VAST responses from video fallback.
When working with third-party networks, the fill-rate can be less
than 100%. If so, this is an expected error. For example, if the third-party
expects to fill 60% of the time, you should expect 40% errors.
● 400 General linear error: This fatal error can be caused when a video
player is unable to display the linear ad. It may occur when the MediaFile is not
a valid video file of the specified format, or because the browser restricted
autoplay with sound, or another unknown reason.
● 401 MediaFile not found:This fatal error can be caused when a file cannot
be found from a MediaFile URI.
Ad Stack:
● the ad stack is the series of companies and technologies on the internet that gets an
advertiser’s message in front of the right consumer at the right time, so they will take
some sort of desired action like buying a product or contacting a sales rep.
● Cross-platform and cross-channel, it allows publishers to deliver
advertisements on the right device, in the right format, at the right time.
● A full stack has a complete view of all inventory as well as each buyer-seller
commitment, which means it can address publishers’ needs by allowing for
holistic campaign management.
A/B Testing:
Intro:
A/B testing, aka. split testing, refers to an experiment technique to determine whether a
new design brings improvement, according to a chosen metric. In web analytics, the
idea is to challenge an existing version of a website (A) with a new one (B), by randomly
splitting traffic and comparing metrics on each of the splits.
The following is an A/B testing framework you can use to start running tests:
Collect Data: Your analytics will often provide insight into where you can begin
optimizing. It helps to begin with high traffic areas of your site or app, as that will allow
you to gather data faster.
Identify Goals: Your preferred choice of KPI are the metrics that you are using to
determine whether or not the variation is more successful than the original version.
Goals can be anything from clicking a button, better user experience or even more
revenue.
Generate Hypothesis: Once you've identified a goal you can begin generating A/B
testing ideas and hypotheses for why you think they will be better than the current
version. Once you have a list of ideas, prioritize them in terms of expected impact and
difficulty of implementation.
Create Variations: Using your A/B testing software, make the desired changes to an
element of your website or mobile app experience. This might be changing the color
of a button, swapping the order of elements on the page, hiding navigation elements, or
something entirely custom.
Run Experiment: Kick off your experiment and wait for visitors to participate! At this
point, visitors to your site or app will be randomly assigned to either the control or
variation of your experience. Their interaction with each experience is measured,
counted, and compared to determine how each performs.
Analyze Results: Once your experiment is complete, it's time to analyze the results.
Your A/B testing software will present the data from the experiment and show you the
difference between how the two versions of your page performed, and whether there is
a statistically significant difference.
Advantages:
● Get Better ROI from Existing Traffic
● Make Low-risk Modifications
● Achieve Statistically Significant Improvements
● Profitably Redesign your Website
DAY 62 DATE:22nd March,2021
Data Dashboards helps to visualize KPI s and other data at a glance, at one place at one time
Types of Dashboard:
● Google Ad words Dashboard
● Strategic Dashboard
● Social media Dashboard
● Visitor Demographics Dashboard
● Departmental level
● Website Analysis
● SEO Dashboard
● Content Effectiveness Dashboards
● Marketing Dashboard
● Sales Dashboards
(i) IAB requires publishers to refresh ads reasonably (based on the niche).
(ii) Refreshing ads in very short time intervals can lead to low-quality impressions that no advertisers want
to bid on.
(iii) In fact, demand partners can block you from their exchanges because of increased ad requests per
user/per session.
7. To Set the refresh rate in ad unit settings:
The default value is No refresh. If you select Refresh rate in seconds, Ad Manager will auto-populate a value of
60, which you can change to any value between 30 and 120 seconds.
a. Sign in to Google Ad Manager.
b. Click Inventory and then Ad units.
c. Click an ad unit's name to open its settings.
d. Select Refresh rate (30-120 seconds) and change the value. e. Click Save.
Tag Manager gives you the ability to add and update your own tags for conversion tracking, site analytics,
remarketing, and more. There are many ways to track activity across your sites and apps, and the intuitive
design lets you change tags whenever you want.
You can set up and track basic events like PDF downloads, outbound link clicks or button clicks. Or, complex
enhanced ecommerce product and promotion tracking.If we want to track all outbound links on the website. In
GTM, choose the category name, action and label. We chose offsite link, click and click URL.
In Google Analytics go to Behavior > Events > Top Events > Offsite link.
Select either event action or label to get the full reports. The data that we set up in Google Tag Manager is now
appearing in the Analytics reports.
Passback Tag- Passback tags are bacially a JavaScript code just like other tag.
1.Passback was introduced to minimmize the unfill impressions and increase the ad fill rate.
Example: If we are trying to monetize the ad inventory. so we reached an network A and requested to return an
ad for inventory.
But network A doesn't have eligible ads to deliver.Then we found that network B can return ads to that inventory.
In this case to make both ad networks run at same time and deliver an ad if the primary network return nothing.
for this we need to use the "passback tag".
Example code:
<script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script>
<div id="gpt-passback">
<script> window.googletag = window.googletag || {cmd: []};
googletag.cmd.push(function() { googletag.defineSlot('/6355419/Travel/Europe',
[728, 90], 'gpt-passback')
.addService(googletag.pubads()); googletag.enableServices();
googletag.display('gpt-passback');
});
</script>
</div>
Is there any relation between Predicted Viewability and CPM for the slots?
If we are dealing with viewable CPM (The average cost for 1,000 viewable impressions), the
viewability bucket can help us a lot. It can help us know the CPM for a particular viewability
bucket based on the the historical data hence estimating revenue will be easier
What is Ad Refresh?
Ad refresh is the process of requesting and rendering a new ad on the existing ad unit — while the user is on
the page. The new ad will replace the existing ad.
Prebid.js - It is an open source header bidding solution or a wrapper that can be implemented on header section
on
publisher's page. There are currently 200+ server-side bid adapters available(Bid adapters are SSp's or
Exchanges)
How it works -
1.If there's no header bidding or prebid wrapper tag, whenever a user loads a page, 'ad tag' on the page will
send ad requests to your ad server. But with the prebid wrapper tag, the ad server code is paused,
allowing the
prebid.js (prebid wrapper) to fetch bids and creatives from various SSP's and Exchanges.
2.Prebid.js passes information about those bids (including price) to the ad server’s tag on page, which passes it
to the ad server as query string parameters.
3.The ad server has line items targeting those bid parameters.
4.If the ad server decides Prebid wins, the ad server returns a signal to Prebid.js telling the library to write
the winning creative to the page.
Drawbacks -
1.Requires Ad-ops team to setup, monitor and maintain the solution.
2.Page latency.
Prebid Server - It is an open-source solution for server-to-server header bidding solution and here auction
happens on third party server unlike prebid-client where auction happens on the user's browser. It supports
all major ad
environments like Web, in-app, AMP, video. There are currently 75+ server-side bid adapters available How it
works -
1.working procedure is similar to prebid-Client but here the server calls various SSP's and Exchanges instead of
browser.
Prebid Mobile - Prebid Mobile is an open-source library that provides an end-to-end header bidding solution for
mobile app publishers. To use Prebid mobile, Prebid server configuration is compulsory. It can be implemented
through the
Prebid Mobile SDK integration. SDKs are available for iOS and Android How it
works -
1.Prebid Mobile sends a request to Prebid Server. This request consists of the Prebid Server account ID and
config ID for each tag included in the request.
2.Prebid Server constructs an OpenRTB bid request and passes it to the demand partners.
3.Each demand partner returns a bid response to Prebid Server. The bid response includes the bid price and the
creative content.
4.Prebid Server sends the bid responses to Prebid Mobile.
5.Prebid Mobile sets key/value targeting for each ad slot through the primary ad server mobile SDK.
This targeting will activate one or more of Prebid line items that were previously configured in the primary ad
server.
6.If the line item associated with the Prebid Mobile bid wins, the primary ad server returns the Prebid Mobile
creative
JavaScript to the ad server’s SDK.
7.The Prebid Mobile creative JavaScript will fetch and render the corresponding creative content from the
winning
Prebid Server demand partner.
(i) IAB requires publishers to refresh ads reasonably (based on the niche).
(ii) Refreshing ads in very short time intervals can lead to low-quality impressions that no advertisers want
to bid on.
(iii) In fact, demand partners can block you from their exchanges because of increased ad requests per
user/per session.
7. To Set the refresh rate in ad unit settings:
The default value is No refresh. If you select Refresh rate in seconds, Ad Manager will auto-populate a value of
60, which you can change to any value between 30 and 120 seconds.
a. Sign in to Google Ad Manager.
b. Click Inventory and then Ad units.
c. Click an ad unit's name to open its settings.
d. Select Refresh rate (30-120 seconds) and change the value. e. Click Save.
If we're looking to buy or sell advertising space, we should be able to trust the person we're dealing with.
we don't want anyone endangering it, especially with their shady advertisements or inventory.
2 - Quality Control:
As we all know, a non-contextual, non-targeted mobile ad is an ad that no one wants to see. With IAB
categories/taxonomy, the likelihood of a consumer seeing a mobile ad that’s spammy or non-relevant is reduced
significantly.
As mobile ad campaigns are submitted, demand-side platforms and advertising exchanges collaborate to tag
them with the appropriate IAB category. Because some publishers block specific categories, tagging ads with IAB
categories ensures that publishers do not receive unwanted ads and that advertisers' ads are placed in the
appropriate context.
3 - Brands
Poor eCPM(Reasons):
This can include displaying ads from an ad network that does not correctly support your traffic geography or
utilizing a poor ad network.
Alternatively, you might not have enough advertiser competition for your traffic. You might also have a slow
website, a bad ad, or you aren't using the right ad units. It could even result in some pages being removed from
your ad network and ads not being displayed correctly.
Instagram, Facebook, and Twitter are there to let people share content with one another.
Ad Stack:
Ad stacks are ad tech complexes that already involve media-buying, media-selling, and data
activation solutions under one roof. In other words, they encapsulate essential components
for media-buying and selling that otherwise are scattered across the vast programmatic
ecosystem.
● the ad stack is the series of companies and technologies on the internet that gets an
advertiser’s message in front of the right consumer at the right time, so they will take
some sort of desired action like buying a product or contacting a sales rep.
● Cross-platform and cross-channel, it allows publishers to deliver advertisements on
the right device, in the right format, at the right time.
● A full stack has a complete view of all inventory as well as each buyer-seller
commitment, which means it can address publishers’ needs by allowing for holistic
campaign management.
The Advertiser
The first party in the ad stack is the advertiser. Whether they are a brand or the brand’s
agency, a humble marketing intern or a full-fledged trading desk, they are trying to find their
target audience or consumer, get a message in front of them in the form of an ad impression,
and move them through the funnel to complete the marketing objective.
The Demand Side Platform (DSP)
DSPs provide the UI and functionality required for an advertiser to create and manage their
many advertising campaigns. They can choose the demographic, behavioural and other
targeting dimensions of their ideal audience and restrict the kinds of impressions that match
their objectives (mobile vs. desktop for example). Many also allow advertisers to integrate
their direct campaigns (where they have made deals with specific publishers) with various
types of open real-time bidding (RTB) campaigns in one platform.
The Ad Exchange
Ad exchanges work the same way by connecting DSPs with supply side platforms (more on
them in a minute) who have access to the ad impressions advertisers want to reach. In a
fraction of a second, the exchange compares the details about the impression (like online
from the publisher or first, second and third party data about who will see the impression) and
the specifics of the advertiser’s campaign (audience & pricing settings they chose in the
DSP’s UI).
Once it has a list of all eligible advertisers (those who would want to buy this specific
impression), the exchange passes forward the ad of the highest bidding advertiser and
charges them for the impression. Automatically, ad exchanges perform this function for all
kinds of ad formats and all kinds of users, literally millions of times a second. 24/7, 365.
The Supply Side Platform (SSP)
The SSP represents the other side of the exchange Like the DSP, the SSP is a platform that
allows publishers (of both websites and apps) to manage how they monetize the impressions
they show their audience. Among many other features, SSPs allow publishers to integrate
their existing direct relationships with access to open exchanges, pass along data about their
users for more informed ad buying, and set the minimum price an ad impression is worth to
them (often opting for other monetization options when active bids are below their threshold).
Silagara allow publishers more control than ever to manage the experience of their users so
it is inline with their brand, and keep users wanting to come back. Publishers
Finally, and probably easiest to understand, are the publishers . Throughcreating content ,
developing compelling mobile apps, or whatever it is they do, publishers bring users into the
ecosystem by engaging them, curating them, and learning as much about them as possible
(in an uninstructive way) so that they can show the right advertiser’s ad, at the right time, and
make money.
Definations:
● Demand-side platforms. A DSP is created to serve the needs of advertisers,
marketers, agencies, and media buyers who want to purchase digital inventory online.
DSP automates the process of inventory purchasing via algorithmic buying and targets
the users in case their data corresponds to the chosen targeting settings.
● Supply-side platforms. A SSP is an equivalent of the demand-side platform created for
publishers, media-sellers, and app developers who want to monetize their inventory
with targeted ads. Programmatic automates real-time auctions so that inventory could
be sold automatically and without remnants.
● Ad networks. Ad networks accumulate inventory from publishers and aggregate it on a
single platform in order to resell it to advertisers for certain commission. Ad networks
share the same goal with ad exchanges, however, they have differences in inventory
management and basic principles of work.
● Ad exchanges. An AdX is an open marketplace designed to let advertisers and
publishers trade directly utilizing RTB protocol. Ad Exchanges can also provide access
to a greater pool of inventory because they feature more connections. Additionally,
some ad exchanges can aggregate inventory across particular traffic type, vertical, or
quality.
● Data management platformsDMF aggregate customers information. They can be used
for multiple marketing purposes but practically most often used with DSP’s in order to
make targeting more precise and sophisticated
Digital marketing is always going to be a changing industry because the online world is
changing rapidly. It only takes a few months for a once essential resource to be out of
favor because a hot new site or tool has popped up that everyone uses instead.
Some of the challenges could be: Increased security risk, Cluttered Market, generating
leads, Ad blockers, increasing costs etc.
A form of bad advertising effect is “False Advertising”. This is when a business uses a
baseless, misleading, or dishonest content to market or promote products/services.
No marketing team is perfect and mistakes can occur, but when paired with deliberate
ignorance and possible intent to appear clever in the eyes of the public, the result is
false advertising. Some advertisements miss the point by misleading their audience
and in turn leaving a sour taste in the mouths of consumers. Over time, negative ads
can lead to biases about brands by everyday people.
Consumers will choose which products to steer away from, and typically this
consumer behavior is due to the association with a negative brand image campaign.
Sales will immediately suffer and it will take large amounts of resources to draw those
customers back into your reach.
DAY 83 DATE:12th April,2021
What is ad fraud?
Ad fraud is any attempt to defraud digital advertising networks for financial gain. Scammers
often use bots to carry out ad fraud, but not always – there are a number of methods that
scammers can use to trick advertisers and ad networks into paying them. Ad fraud that uses
bots is typicallyclick fraud
There are a variety of ways that cyber criminals can carry out ad fraud. Some of the methods
include:
● Hidden ads: When an ad is shown in such a way that the user doesn't actually see it.
This kind of fraud targets ad networks that pay based on impressions ( views), not
clicks.
● Click hijacking: This is when an attacker redirects a click on one ad to be a click for a
different ad, effectively "stealing" the click. For this fraud attack to work, the attacker
has to compromise the user's computer, the ad publisher's website, or a proxy server.
● Fake app installation: Ads are often shown within applications, especially mobile apps.
For this fraud method, teams of people ( often in click farms* ) install apps thousands
of times and interact with them in bulk.
● Botnet ad fraud: Scammers can use botnets to generate thousands of fake clicks on an
ad, or fake visits to a website displaying the ads. See below for more on how this
works.
*A click farm is a group of low-paid workers who click en masse on targeted links, usually at
the direction of scammers or cyber attackers.
DAY 84 DATE:13th April,2021
Click bots are programmed to imitate real users and click on certain links. Often these bots
are distributed across multiple devices in a botnet. In this way they appear more legitimate,
since each bot will have a different Ip address because it's coming from a different device.
A botnet is a group of Internet-connected devices that have been compromised by an
attacker. Each device will have a bot installed on it, possibly in addition to other malware
Your Plan
Your Reader
● Who are you writing to?
● Understand what readers want? (length and vocab) ●
How can you reach your reader?
Your Voice
● Who are you writing as?
● What impression do you aim to make?
● What is your voice? (Use adjectives for making impressions) ●
Stay consistent!
DAY 86 DATE:15th April,2021
Message:
● Write down your goals
● Write about the topic
● Avoid unnecessary details
● Guide your reader
Language:
● Use simple language
● Avoid fillers
● Use shorter words ● Know your reader
Headings:
● Headings are summary
● They grab your attention
● Sub-Headings hold your attention ● The 4U Formula
○ Useful-Shows a promise and a benefit to the user
○ Unique-Contains a fact or opinion that the reader must not be aware of
○ Ultra-Specific- make a subheading to hold the attention
○ Urgent- it takes users to take action
Sentences:
● Short and to the point
● Max 2 points per sentence
DAY 87 DATE:16th April,2021
Site QA:
Site QA means going to client website and checking for each and evry function, controls
behaving as expected or not.
We can go the inspect element and check for the websites details