Campaign management

What is campaign management –

Campaign management is the planning, execution, tracking, and analysis of a campaign

Players –

Advertiser - Buyer

Publisher – Seller
Ad network – Techno platform that serves as a broker between Pub and advertiser (collects unsold
inventories from Pub and offers it to adv

Ad exchange – Tech platform which facilitates buying and selling of online media through bidding (RTB)
Yahoo right media, double click, appnexus
Players in ad exchange –

Advertiser > Agency (DSP) > Ad X < (SSP) ad network < Publisher

DSP and SSP

DSP - A DSP is a Demand Side Platform which allows digital ad buying to manage multiple ad exchange
through one interface.

SSP - A supply-side platform is an ad techno platform used by publ to manage, sell and optimize
available inventory on their websites and mobile apps in an automated and efficient way

Adserving process
• User enter the webpage

• . The ad space available on the site is auctioned.

• . Buyer offer some bid value for the space.

• . Buyer who pays the highest wins the space.

• . Ad of the buyer (advertiser) who wins is shown

Targeting
Geography, demographic (age, gender, income), device, browser, Ad position, KW, content etc
Day parting –

Hours of the day, days of the week

Capping – Budget, impression (per day delivery - even spend, even delivery, ASAP)

F-cap – no of times you limit the view of an ad per user in the given time frame (1/1 hr, 2/1 day,
5/session etc)

KPI’s (metric to gauge the performance of the campaign)

Pacing – how fast the purchased impression are delivered (Actual delivery/ expected delivery) * 100

CTR - Ratio of how often people see your ad end up clicking it (clicks/Imps)*100

Conversion – tracking metric of successful completion of any action on the website by the user
(conversion/clicks)*100

Viewabilty rate - s the percentage of ads which are counted as having been viewed by a user (viewable
Imps/Measured Imps) * 100
Pricing model

CPM – Cost for 1k impression which adv pays (Adspend/total impression)*1000

CPC – Cost paid by the advertiser to publisher when the ad is clicked (total ad spend/total clicks)

CPA – Payment model use to charge an advertiser only for a specified action (total
adspend/conversions)
CPI – Cost per install specifically for mobile applications ( total adspend/total installs)

CPV – Cost per view – number of times an ad is viewed and counted by server in youtube ad must have
been viewd for 30sec (total adspend/total views)

VTR - percentage of all video ads that play through their entire duration (total completed views/total
impression)*100

What is programmatic advertising?

Programmatic advertising is the automated buying and selling of online advertising.

Real time bidding (RTB) is a server-to-server buying process that allows inventory (ad space on
websites) to be bought and sold on a per-impression basis. It happens instantaneous through an auction
that determines who gets to buy a specific impression.
 Campaign Management

1. List out different optimizations to improve CTR in GAM [Google Ad manager] and provide
explaination

• Shift more budget to Mobile targeting lines.

• Tighting the frequency Cap.

• Whitelist exchanges/domains with high CTR.

• Optimizing the creative having more CTR.

• Excluding/ Including Geo/Site level Tragetting.

2. List out the applications of Third party tracking system like Google campaign manager [DCM]

• Centralized Campaign Reporting

• In-House Analysis

• Media Optimization

• Efficiency in spend

• Conversion tracking

• Audience Targeting

• Real-Time De-Duplication

• Data Ownership

• Data Freshness

• Data Privacy

• Discrepancy Analysis

3. List out different types of creative rotation and explain

• Random : Creatives will rotate randomly

• Even : All Creatives will rotate evenly

• Weighted : Creatives will rotate as per the custom weighted we provide.

• Optimized : In Optimized creative rotation creatives will rotate based on performace that
we choose. (like click, conversion)

• Sequential : Creatives will rotate in a particular sequence.

 4. What is Filter, Dimension and Metric in reporting? Explain with example

• Filter - Specify the Reporting Area.

Example – Filter Advertiser 24 Media, Filter Line item Name ABC , Filter creative size 160x600
etc

• Metrics – Numbers or values that are supposed to be reported

Example – Impressions, Clicks, CTR, Viewable Impressions etc

• Dimension – How do you want to Break out the Report

Example – Break out by Country, Break out by Ad unit, Break out by Line Item, Device etc

5. Explain with diagram – Programmatic Eco system. Provide explanation for each component

• Advertiser : Advertiser or Buyer - is a company that buys Ad space from publisher to

advertise on them.
• Publisher : is a company that sells ad space to advertiser to have their advertisements
advertised and generates the revenue. Eg, MSN, TimesOfIndia, NewyorkTimes, etc
• Ad Network: Ad network: Is basically company which runs unsold inventories, they go to
publishers and buy all the unsold inventories, then separate by categories wise and sell ad
slots for less price.
• Ad Exchange - An ad exchange is an online marketplace that enables advertisers to evaluate,
bid on, and purchase ad inventory from publishers through real-time auctions on an
impression-by-impression basis.
• DSP - A demand-side platform (DSP) is a system that enables advertisers to purchase ad
impressions from a variety of inventory sources while leveraging first-party and third-party
audience data to decide which impressions to purchase. Eg, Doubleclick, Mediamath,
LiveRamp, Facebook AdsManager.
• SSP – A Supply-side platform (SSP) is the pub’s equivalent of a DSP, where DSPs are used by
marketers to buy ad impression from exchanges as cheaply and as efficiently as possible.
SSPs are designed for pubs to do the opposite. to maximize the prices their impressions sell.
Eg, DFP, OpenX, Pubmatic

6. List out the functions of DSP

 • A demand-side platform (DSP) is a system that enables advertisers to purchase ad
impressions from a variety of inventory sources while leveraging first-party and third-party
audience data to decide which impressions to purchase.

• Allows Advertisers to buy, serve and track ads across wide range of Ad exchanges within one
tool

Eg, Doubleclick, Mediamath, LiveRamp, Facebook AdsManager.

7. Benefits of programmatic advertising for Buyer and Seller

For Buyer: - Increased spending efficiencies

• Better results delivered for clients

• Enhanced consumer targeting capabilities because we can target anyone using open
internet Pay every Impression its worth

• Buy ads on demand rather than months in advance

• React immediately to changing market dynamics

For Publishers: - Minimize unsold inventory

• Publishers are able to maximize the price for their inventory

• Ensures the Maximum sale of inventory. No inventory or comparatively less inventory

remains unsold

• Elimination of Middlemen.

8. Explain campaign monitoring process? What is the frequency of campaign monitoring?

• Campaign monitoring process is the process of tracking the campaign performace to ensure
that it is on the right place and processing towards goal.

• The Frequency of campaign monitoring is every two days. However for better performance
on daily basis we can monitor the campaign.

9. What is performance Analysis? List out different performance analysis reports and how does it
help in optimization decision making

• Performance analysis is the evaluation of the effectiveness and efficiency of a campaign in

meeting its goals and objectives. This analysis typically involves tracking key metrics such as
impressions, clicks, conversions, and ROI, and comparing them against benchmarks to
determine the success of the campaign. The insights and data obtained from performance
 analysis can be used to optimize future campaigns and make informed decisions about
budget allocation and targeting strategies.

1. Pacing Report: It provides insight into how much of the budget has been spent, how
many impressions have been delivered, and how well the campaign is performing
compared to its target. The report helps advertisers monitor the progress of their
campaign and make adjustments as needed to ensure that they are staying on track to
meet their goals.

2. Viewability: Viewability reports gives the viewable percentage of an ad on the clients

webpage.

3. Discrepancy report: Discrepancy reports are prepared when an ad is trafficked using

third party tags. This helps the advertiser/publisher to compare the data recorded on
First party and third party servers.

4. Weekly Performance reports: These reports are completely based on client requirement.
Weekly report are scheduled accordingly which includes the KPI’s which client is selling
his inventory.

10. Explain optimization decision making process. Mentions 3 things that influences the
optimization decision

• The optimization decision-making process is the process of making data-driven decisions to

improve the performance of a programmatic advertising campaign. The goal of the
optimization process is to make changes to the campaign to improve key performance
indicators (KPIs) such as impressions, clicks, conversions, and return on ad spend (ROAS).
Here are three things that influence the optimization decision-making process in programmatic
advertising:

- Campaign data: The data collected from the campaign, such as impressions, clicks,
conversions, and cost, is used to identify areas for improvement and make informed
optimization decisions.

- Campaign goals and objectives: The goals and objectives of the campaign, such as increasing
brand awareness or driving sales, will determine what KPIs are most important and what
optimizations should be prioritized.

- Market conditions: The current state of the market, such as the level of competition, the
availability of inventory, and the behavior of the target audience, will also impact the
optimization decision-making process.
 The optimization decision-making process typically involves regularly reviewing campaign data,
evaluating the performance of the campaign against KPIs, and making data-driven decisions to
adjust the campaign to improve performance. This may include adjusting targeting, changing
bidding strategies, or modifying creative to better reach and engage the target audience.

11. How is CPM, CPC and CPA calculated, when provided with Cost, Impressions, clicks and
actions?

CPM(Cost per Mille) = (Cost/Imp)*1000

CPC(Cost Per Click) = Cost /Click
CPA (Cost Per Action) = Cost/Conversion

12. List out the programmatic campaign KPIs and provide explaination

• Pacing : Pacing is how the campaign is performing with respect to impressions are delivered
or revenue spent. In other words we can analyze the campaign status which are over
delivering or under delivering.

• eCPM : for daily bases we are paying to the publish is call as eCPM.

• CTR: calculated based on clickes by delivered impresions .

• eCPA: Cost per action works for convertion.

• Viewability Rate: Viewability reports gives the viewable percentage of an ad on the clients
webpage.

13. Explain campaign management workflow with diagram

 • Campaign set up: It is the Process of setting up Ad campaigns using insertion order in Ad
serving Platforms and controlling the delivery of the Ads to the right audiences.

• Post launch QA : QAing the actual campaign set up and checking wether the Ads are
delivering as per the requirement.

• Reporting: Is the process of gathering and analyzing Campaing data based on served
impression, clicks, Converions Etc.

• Campaign KPI monitoring: Montitoring the campaign based on the reports and with this
we can confirm/decide whether the campaign is meeting uo the KPI’s that are defined.

• Optimization: Based on the reports and the required KPI goals we can decide what all the
optimization that can be performed on the campaign. It is the process of making the
running Ad campaign more effective to rech it’s goals.

• End of the campaign : The EOC report shared once campaign ended.

14. List out the optimizations to Improve pacing in DSP campaign

• Increase or Remove Day Caps if any

• Reallocate budget to better delivering line items

• Increase Bid (Only if eCPM is less than the CPM Goal)

• Add additional creative dimensions

• Increase or remove frequency Cap

• Open up the target after approval from client

15. List out the optimizations to Improve CTR in DSP campaign

• Blacklist exchanges/domains with low CTR.

• Whitelist exchanges/domains with high CTR.

• Exclude targets with low CTR/high CPA based on – Geo, Audience, Time and day, device.

• Make sure creative rotation is set to ‘optimized’ or remove creatives with low CTR.

• Reallocate budget from low performing line items to high performing line items/high CPA
lines to low CPA lines.

• Shift more budget to Mobile targeting lines. Generally mobile returns better CTR.

• Analyse the performance between environments and shift budget to better performers.
Generally Mobile Apps return better CTR than Web.
16. What is Brand safety? How it is achieved in programmatic advertising

• Brand safety is the practice of protecting a brand's reputation and keeping it from appearing
in unsafe environments. Its focus is to align your brand with other positive, authoritative,
and non-confrontational brands.

It can be achieved in programmatic advertising by below,

• Target Brand Safety segments from Brand Safety measurement partner

• Blacklist URLs with low Brand safety

• Target domains with high Brand safety and increase the Bide

17. List out the optimizations to control CPM of the campaign.

• Targeting optimization: Choose the right audience segments to target, and use data to
optimize targeting and minimize waste. This can help reduce CPM by ensuring that your ads
are only shown to users who are most likely to be interested in your products or services.

• Bid optimization: Set competitive but efficient bids to maximize the chances of winning
impressions while also controlling CPM. This can be done through automated bidding
algorithms or manual bidding strategies.

• Dayparting and geotargeting: Use dayparting and geotargeting to reach users when and
where they are most likely to be engaged. This can help reduce CPM by avoiding
impressions that are less likely to result in conversions.

• Inventory selection: Choose the right inventory sources to target, and prioritize premium
inventory sources that are more likely to result in high-quality impressions. This can help
reduce CPM by avoiding low-quality or fraudulent impressions.

• Frequency capping: Set frequency caps to limit the number of times an ad is shown to a
single user. This can help reduce CPM by avoiding over-saturating users and wasting
impressions.

• Ad format and size: Use ad formats and sizes that are more likely to result in high-quality
impressions, such as larger banner ads or video ads. This can help reduce CPM by avoiding
impressions that are less likely to result in conversions.
 • Campaign pacing: Use pacing algorithms to manage the speed at which impressions are
served, and avoid spending too much too quickly or too slowly. This can help control CPM by
avoiding overspending or underspending, and ensuring that the budget is spent in a way
that maximizes results.

18. Client is expecting CPM to be lower than $2. Current CPM of the campaign is $1.2. Can
campaign manager increase bid as an optimization towards improving pacing? Why?

• Yes, Campaign Manager can increase the bid more than $1.2 to Improve the pacing as we
have option of maximum CMP upto $2.

19. Explain the difference between Publisher ad server like GAM and DSP like DV 360

• GAM is a publisher-side ad server. It is a platform used by publishers to manage and serve

their own advertising inventory. With GAM, publishers can manage and sell their advertising
space directly to advertisers, as well as serve and track the performance of ads on their own
websites.

• DV360, on the other hand, is a demand-side platform (DSP). It is a platform used by

advertisers and agencies to buy and manage programmatic advertising. With DV360,
advertisers can bid on and purchase advertising inventory from multiple sources, including
publishers, ad exchanges, and other sources. The platform provides advertisers with a single
platform to manage all their programmatic advertising campaigns, and allows them to
target specific audiences and optimize campaigns in real-time.

So, the main difference between GAM and DV360 is that GAM is used by publishers to manage
and sell their own advertising inventory, while DV360 is used by advertisers and agencies to
purchase and manage programmatic advertising from multiple sources.

20. What is different between viewable impression and impression? How is Viewability %
calculated? Let us know the optimizations to improve Viewability of a DSP campaign

• An impression is a measurement of the number of times an ad is served to a user. An

impression is recorded each time an ad is loaded on a webpage or displayed in an app.

• A viewable impression is a more stringent metric that only counts impressions where the ad
is actually seen by the user. A viewable impression is counted when at least 50% of the ad's
pixels are in view for a minimum of 1 second for display ads, and 2 seconds for video ads.
 The viewability rate is calculated as the number of viewable impressions divided by the number
of total impressions. For example, if an ad is served 1000 times and 500 of those are viewable,
the viewability rate would be 50%.

To improve the viewability of a DSP campaign, some optimizations that can be considered
include:

- Targeting high-viewability placements: When purchasing advertising inventory, choose

placements on websites or apps that have a high viewability rate.

- Ad placement optimization: Ensure that ads are placed above the fold, so users are more likely
to see them when they first load a webpage.

- Reducing ad clutter: Minimize the number of ads on a page, so that users are more likely to
focus on the ad you want them to see.
- Optimizing ad size and format: Use ad formats that are more likely to be seen by users, such
as larger banner ads or video ads.

- Implementing viewability tracking: Use viewability tracking to monitor the viewability of your
ads, and make adjustments to improve viewability over time.
- Regular reporting and analysis: Regularly review and analyze the performance of your
campaigns, and use that information to make data-driven decisions to improve viewability and
overall campaign performance.

Extra details :

1. Frequency capping is basically limiting or restricting number of impressions to the

particular user or IP address.

2. How to control Over delivering of campaign:

-To control over delivering we need to tight the frequency cap. If the campaign under delivering
then we can relies the frequency cap.

-Restrict the targeting location to control the number of users.

-Reduce the priority of the line item.

3. Optimization on CTR:
 -Reallocation: for example we have multiple lines or ad groups, if some ad groups are
performing good with regards to CTR, we can move the impressions or Budget from non
performing Ad group to better performing Ad group.

-Blacklisting: Basically pull the report based on the device wise, site wise, ad exchanges wise
analyze where ever the CTR is not performing, we can blacklist them.

-Bidding factor, where ever the ad group better performing for them will increase slightly and
improve CTR. Or we can increase bidding for ad exchange it is also called as white listing.

-Restrict the frequency cap is also improve CTR.

Ex: if I show ad to 20 people with frequency cap of 5, 20*5=100, but 10 clicks, CTR is 10/100=0.1.

If for same tithing frequency to 3, then 20*3=60, same 10 clicks, CTR is 10/60=0.16, CTR
improved.

4. Optimization for CPM,

-Reallocation of budget or impressions to better performing ad groups. By reducing budget we

are automatically improve CPM.

-Blacklisting the highest bidding ad exchanges, and white listing lowest price and better
performing ad exchanges.

-Bidding Factor, where ever we can reduce bits we need to reduce.

5. Margin,

-Margin is used by Agency.

-Reallocation for better performing ad groups.

6. Types of Geo targeting: DMA(Designated Market Area), zip, Postal code and
MSA(Metropolitan Statistical Area).

7. Day and time targeting: It is basically restricting the number of user, For EX: In India if we
show festival offers at the weekend at particular time, it is useful for the client and gets good
impressions.
8. Pacing: Pacing is how the campaign is performing with respect to impressions are delivered or
revenue spent. In other words we can analyze the campaign status which are over
delivering or under delivering.

Pacing Formula - imp Delivered/((Total imps/total no of days)*delivered days)

9. Ad network: Is basically company which runs unsold inventories, they go to publishers and
buy all the unsold inventories, then separate by categories wise and sell ad slots for less price.

Prons: They will sell the unsold inventories for low price and get good revenue.

Cons: it is having big problem is on transparency, Publishers don’t know which ad is running on
their sites and the advertiser doesn’t know where their ad is running.

10.What is Viewability: the ad to be considered viewed, at least 50% of the Banner or

creative must display on screen (or view port) for more than 1 second.

50% of should be run at least 2 sec without buffering for video ads.

Optimization:

-Using larger size creatives.

-we can ensure that all the creative’s are serving above the fouled.

-we can use interactive creative’s lick skin, cat fish, those creative even we scroll up or down
those creative’s always visible on the view port.

-basically try to target creative’s in some article page, because peoples spend time on that page
for reading the contents.

11. Conversion:

- reallocation, basically in ad group better performing and having less CPA, for those I will try to
move the budget.

-Blacklisting: Basically for some of ad exchanges or sites not performing CTR those will do
blacklist.
 - Retargeting pixel, retarget the audience who are showing interest in my product, then
converting them to potential customer to customer.

- look back window if we set for 30 days with this period of time if customer purchase the
product it will considered as conversion.

In conversion we have two types:

-View through conversion: viewed ad and comeback on website and purchase.

-Click through conversion: Click on the ad and purchase.

Fed light report in DCM we use basically for conversion to show whether this clicked or viewed
conversion.

12.Explain different reports (4 or 5)?

Inventory Forecasting report: whether inventory available to run an campaign and it is pulled by
Publisher.

Pacing report: To check the preformace of the campaign that the campaign performing under
delivering or over delivering.

Campaign Performance report: mean Daily, weekly and monthly reports, basically check the
performance of the reports KPI goals, it can be CTR, Margin, CPM, Viewability.

Fed light or the conversion report: Run the repot on DCM and get the details of view through
and click through conversions.

End of campaign report: basically use for billing performance.

Discrepancy report: (optional)

13.Reasons for 1st & 3rd Party discrepancy: Deferent counting methodologies,
Deferent time zones, Data vacancy, Cache buster and Ad blockers these are the 5 major reasons.
14.What is the acceptable discrepancy percentage between 1st party & 3rd
Party?
For Google server +/-5% for other server +/– 15% for both.

15.List 5 DSP platform names in a market?

MediaMath, Amazon (AAP), DoubleClick, LiveRamp, BrightRoll and AppNexus.

16.List any 2 SSP platform names in the market?

Sharethrough, Google Ad Manager, MoPub, AppNexus Marketplace, OpenX, PubMatic and
RhythmOne.

17.Who is 1st party, 2nd party and 3rd party?

1st party is Publisher, 2nd party is Advertiser and 3rd party is vender (basically a service provider
who support advertiser), 2nd party we will use very less now as compare to 1st and 3rd party.

18.When we call Direct: is Publisher and an agency is behalf of advertiser.

19.Similarly in Programmatic: 1st party is DSP and 3rd party is 3rd party vender who
supporting advertiser.

For programmatic who is 1st party that is Publisher itself 1st party or SSP/TTD/DV360, and 3rd
party is 3rd party vender or DCM.

EX: If we set line item in TTD, then TTD is 1st party and DCM is the 3rd party.

20. Who is Double Verify?

Popular Science, Blair Corporation, The Sportsman Channel, Inc and Buffalo Bills, LLC.

21. Who is MOAT?

 Moat by Oracle is a comprehensive analytics and measurement platform that provides a suite of
solutions across ad verification, attention analytics, cross-platform reach and frequency, ROI
outcomes, and marketing and ad intelligence. Which will capture viewable impressions details.

22. Who is Neilsen and Comscore?

The Nielsen Company is an information, data, and market measurement firm, Nielsen attempts
to provide its clients with valuable insights into consumer behavior and marketing information
by collecting data that measures what consumers watch and what they buy.

Comscore is a trusted partner for planning, transacting and evaluating media across platforms.
With transformative data science and vast audience insights across digital, linear TV,
over-the-top (OTT) and theatrical viewership, we are a powerful third-party source for reliable
measurement of cross-platform audiences.

Viewability Rate: (Viewable/Measured)*100

CTR: Click-through Rate (Clicks/Impressions)*100
Click: (CTR*Impression)/100
CPM: Cost per Milli (Cost/Imp)*1000
Cost: (CPM*Imp)/1000
ECPM: (Cost Spend/Total impression)*1000
Pacing: Delivered impression/(Order impression/Total number of days)*(number of deliver days)
Conversion: Cost/CPA