Trafficking & Optimization

Common Questions for Clients

What are the main KPIs for your campaign?
- Viewability?
- Engagements?
- CTR?
- Reach / Frequency?
- CPA
Is the client billing from our reports or theirs?
If theirs – What is the main Pixel for billing?
Are any 3rd party verification technologies being used such as IAS or Moat?
Is this solution Monitoring or Blocking? Needs to be established before campaign goes live
What technology is being used to serve and deliver the campaign?
What technology is the client using for final reporting?

Trafficking (Managed & Self-Service)

Contobox – DSP – Kickoff Call Agenda

5min – Level set about landscape for High Impact Expandable ads & programmatic

Publishers must opt-in to accept high impact ads
Not all exchanges allow Expand ad protocol
iFrame sites vs Java

5min – Understanding 2x setup options for Contobox

Declaring creative as ‘Expandable’
Declaring creative as ‘Non-Expandable’

5min – Detailed DBM setup on Tactic 1: Declare Ad as Expandable

New Creative > 3rd Party Tag
Input Creative Size
Checkbox – Requires HTML5
Selecting Expand direction
Click ‘Expand on Hover’
Click Testing the tag
Creative Audit information

5min – Detailed DBM setup Tactic 2: Declare Ad as Non-Expandable

New Creative > 3rd Party Tag
Input Creative Size
Checkbox – Requires HTML5
Expand direction = none
Click Testing the tag
Creative Audit information
Use of Expand White List

5min – Extra Details – Line Item level

Performance Goal = CPA
Using Pixels to track CPA in Settings tab (1 CPA equals 1 Engagement)
F-Caps, Spend Goals and CPA strategy

5min – Reporting

DCM
DBM
ContoAM
Any additional 3rd Party – Moat, IAS ect

Brand Safety at DSP Level

Crucial Interactive’s Brand Safety Policy

Crucial Interactive takes the highest measure to deliver brand safety protection to their clients. To achieve this and to minimize the risk of ad misplacement, we have strict guidelines that are applied to each campaign.

Content Verification

Our dedicated team ensures that no advertisement is displayed on a website which appearance could adversely effect the Advertiser’s brand, therefore all inventory that we access undergoes through a manual vetting process to verify & eliminate domains that are not suitable for our campaigns. This process is later classified as, white list & black list domains.

White List Domain Verification

Domains are classified as whitelist based on appearance, visibility of ad spacing/placement & appropriate content. Once a particular domain is approved as a whitelisted domain, it is then allocated a Level. Our whitelist is comprised of 3 levels. The reason we do this is to give our sales team the opportunity to pitch level 1 domain to the clients.

Level Identification

Level 1: High quality, premium domains, with visible ad placement, ComScore 500 would be part of it.
Level 2: Good/acceptable domain, with visible ad placement, close to level 1 but lower quality as compared to level 1.
Level 3: Domains related to forums, blogs, lower quality sites, but have visible ad placement.

Blacklist Domain Verification

Blacklist consists of websites that have been deemed to contain content to be inappropriate, illegal, offensive, abusive, indecent, defamatory, unsuitable, vicious, obscene, menacing or that will infringe copyright, trademark, privacy or any other right. We ensure that all these domains are blocked from our inventory. Our blacklist is updated on a regular basis.

Vertical

During our vetting process, each domain also gets a vertical assigned to the closest subject, outlook & nature of the page. We work with over 40 verticals.

Language

During the vetting process, each domain is also assigned language based on its content. We work with the following 3 languages:

English (en)
French (fr)
Spanish (es)

Documentation for Each DSP

Below you can find documentation for each sort of DSP.

DBM Setup and Optimization

Points to Remember Before Setting Up a Campaign in DBM

Identify your Goals (Impressions- CPM, Engagements- CPA)
Allocate a Budget (should be reasonable daily spend)
Identify your Target Audience (Could be contextual, geo, segments, exchanges, domains etc)
Try to analyze your scale with the Inventory Availability Report

Three Steps to Setting up a Campaign

1. Upload Creatives:

Navigate to the Creatives Section on the DBM UI:

Select New Creative and select the Third Party ad tag option

You can upload the tag as either expandable or non-expandable

Uploading Tag as an Expandable Tag: Enter the size, the correct destination URL & the expanding direction – Any Diagonal withexpandon hover option enabled.Alsocheck the MRAID box for mobile app ads.

Test the expandable ad tag by clicking on the ad and then clicking the I Clicked button. Once successful, save the tag.

2. Uploading Tag as Non Expandable Tag: Simply select the expanding direction as None. For video ads, simply select the VAST Tag option after Clicking the New Creative Button and paste the VAST Tag.

Set up an Insertion Order

The IO is the place that encompasses your Line Items (settings that help you run the campaign)
Navigate to IO➔ New Insertion Order

Enter the name and basic settings as shown in the below screenshot.

Things to keep in mind…

IO settings like Frequency Caps and in some cases budgeting are inherited by the encompassed Line Items. Examples:
If IO Frequency cap is 5 exposures, LI Frequency cap is 3 exposures, the LI will still consider 5 exposures while delivering.
If the sum of the daily budgets of all Line Items in an IO is greater than the daily budget of the IO, Bid Manager will allocate the IO’s budget across the line items so that each line item receives a budget that’s proportional to its daily target.

Setup Line Items

You can have a single or multiple line items depending upon the objectives of your campaign (ex: One for display contextual, one for mobile only)

Line Item Setup. Follow These Steps for Targeting criteria:

Adding Private Deals to your Targeting Criteria

Line Item Bid Strategies. Various Strategies available in DBM which juggle between performance and delivery. The Fixed Bid Strategy is recommended

Assign Creatives to the Line Item

Troubleshooting Non/ Under Delivery of the Line item by clicking on the alert signal next to the Line Item

Optimization

Tips:

Exclude Doubleclick Ad Exchange from serving on all line items (PG ads have an expansion issue with AdX which we are in the process of getting solved)
Avoid setting viewability as the targeting criteria
Avoid frequency capping on LIs and Orders
Monitor creatives for any errors regarding approvals
Refer to the IO performance snapshot for quick analysis of the issues
Try to keep a broader targeting criteria
LI settings regarding pacing and budget can be tricky, so watch out for these alerts in the performance snapshot
Optimize based on reports

Reporting

Click on the Icon shown in the screenshot to access DBM Reports

Start by generating a general report

Main Dimensions and Metrics for a General Performance Report

Dimensions:

Insertion Order/ Line Item
Creative
Creative Size
URLs/ Apps
Exchanges

Metrics:

Impressions
Clicks
Total Conversions
Revenue
CTR
CPC
CPM
CPA
CPV

Once the report is generated, you can download it or save it in your Google Drive and View It.

With the raw data now available, you can check the performance of a Line-item/ IO by but not limited to:

The ads
Ad Sizes
Exchanges
Domains/ Apps
Creative Types (such as expandable vs non-expandable)
Time of day

Such a report will give you a clear picture of the performance of the campaigns regards to which size is performing better and on which exchange and what domains at what hour

Setting up Contobox on Centro

Create Brand And Group

First, create the Brand (1) and Group (2). The next step would be to upload your creatives.

Click on My Ads.

Setting up your Creative…

Upload Contobox Expandable Tags
Click on New.
Select Expandable Ad Tag.

In expandable window:

Click on Vendor Declaration

Select Contobox Expandable

Ensure the Centro Macro is inserted within the Contobox tags as highlighted.

If unsure where the macros need to be inserted review with your Campaign Manager.

Click on General
Name your Creative
Select the right size
Select Fullscreen /overlay for Expanding direction.
Paste Contobox tag (double check the Centro Macros have been added)
Create Ad

Create Conversion Pixel and Send to Contobox Team

Conversions pixels used to assist with optimizations.

Click on Conversions
Click on New Conversion
Label it, set a value and save

Click on the setting wheel and select “Get Tags”
Copy the code and send it to the Crucial Interactive/Contobox Team

Under Group, click on Create Campaign then select Advanced Campaign

General Tab

Under the General tab, add in Campaign Name, add you budgets, targeting and date range forcampaign.

General Tab

Under Conversions, Select the pixel created for the campaign in question, click on tracking this will then show that you have tracked a conversion.

General Tab

Change lookback window to 1 day
Select “Count every conversion”

General Tab

When targeting Platform/Inventory review the order and ensure you select the platform best optimizedtoyour buy. For desktop select Desktop Web, for Mobile select Mobile Web and Apps.

Devices Tab

Under the Devices tab Select Desktop for Desktop campaigns, Phones and Tablet for Mobile.

Inventory Tab

Under the InventorytabSelect“Run on selected Exchanges” and remove Google AdEx.
Unselect ‘Also target impressions with no domain/appID’.
You can also use a specific whitelist to target specific domains and a blacklist to exclude domains.