Ad Serving Technology

It provides a mechanism for optimizing bid prices, ad placement, ad targeting etc.

Significant methods include Behavioral Targeting, Contextual Targeting, and  Optimization through Experimentation

A. Behavioral Targeting

– Using a profile of prior behavior on the part of the viewer to determine which ad to show during a given visit. For example, targeting car ads on a portal to a viewer that was known to have visited the automotive section of a general media site.

B. Contextual Targeting

– Inferring the optimum ad placement from information contained on the page where the ad is being served. For example, placing Mountain Bike ads automatically on a page with a mountain biking article.

C. Optimization through Experimentation

– Using experimental or predictive methods to explore the optimum creative for a given ad placement and exploiting that determination in further impressions.

Ad Network

It is a company website that want to host ads (i.e., Publishers) with advertisers who want to run ads.

For example : http://www.conversantmedia.com/solutions/media-solutions/our-difference

Universal Target Access
With Conversant Media, brands get access to the best opportunities on virtually any device across more than 1 million sites and apps. Brands can reach and connect with an individual at ideal moments virtually anywhere online:
• 20+ billion impressions a day across 25 leading ad exchanges, including the top 10 exchanges
• Integrated buying relationships with Facebook and Twitter
• Deep partnerships with more than 6,000 leading digital publishers
• SDK integration across more than 20,000 mobile and tablet apps

A. Behavioral Targeting – displays Ads Flow

To understand how Google Ad Words work internally read the document ‘Google Search and Advertisements’

Business Process Flow :

Beacon – is an async, non-blocking, real-time tagging approach which helps capture most important site analytics data to enable search , recommendation , optimization, ads etc.

Multiple Beacons Calls for 3rd Party Site Analytics , Ads, Marketing
• Collect Web data
• Map data to corresponding schema of 3rd party server ( Data Distribution Rule)
• Web request to send data to 3rd party server through Partner API Wrapper

  • Third-party Servers: Boomerang , Omniture, BazaarVoice, Google Analytics, Turn Audience , CoreMetrics , Blue Kai , Channel Intelligence, 24/7 , OAS

1. For example : Common Omniture Flow :

• Key : Product Items , var : s_omni.prop1 , used_for : Product Sell , populate_reports : custom traffic > Product Sell Page type , Where : Set on every page On page load ,

• Key : Campaigns , var : s_omni.prop2 , used_for : Campaign Pool , Reports : Custom Conversion > Campaign Pool , location :

This variable is set to the last N non-Direct traffic vehicles (also called the channel) that a user touched in the last 30-days or since the last purchase, separated by a “special char”, ordered by first to last.

Note that if the same vehicle is used twice in a row the value in the vehicle stack will not be shown twice.

Vehicles: eml=Email, aff=Affiliate, dat=Data feed, soc_ac=Social active (tagged), soc_pa=Social passive (untagged), cse=Comp shop, org=Organic, ref=Non-affiliate referrer, sem=Paid search, seo=Natural search

For SEM and SEO traffic the vehicle also includes whether the search query was Exact Brand (_eb), Branded (_br), Non-branded (_nb), and Unknown (_un).

Example of different types of flow
soc_pa
soc_pa>sem_br
soc_pa>sem_br>eml
soc_pa>sem_br>eml>seo_eb

Example:
Visitor first came to site via a non-tagged Social site (soc_pa, or Social Passive), then via a paid search using a branded term (sem_br), then via an email link (eml), and finally by typing in an exact brand search such as “Kohls” and clicking on an unpaid link (seo_eb).

Paid Search Detection is a feature within the Admin section of SiteCatalyst that allows paid search to be differentiated from natural search. Paid Search detection looks for a specific parameter that is present on paid search traffic, and is not present on natural search.

2. For example : Commision Junction Flow :

Add the Commision Junction ID in the Redirect Domain of your site.

CJ_ID is Commission Junction Id for the Affiliate
http://www.cj.com/advertiser/app-engagement

http://www.cj.com/publisher/join
Are you pumped up and ready to leverage the Commission Junction Network? To get started, we need to ask you four relatively painless questions.

• Do you have a live website that generates sales or leads for your company?
• Can consumers purchase products or request quotes directly on your website?
• Do you only want to earn money by generating sales or leads for other retailers or companies?
• Do you want to earn money from merchants by placing ads on your website?

3. For example : TURN Audience Flow

https://www.exchangewire.com/blog/2013/10/16/turn-digital-audience-report-multichannel-is-the-marketing-multiplier-cross-channel-advertising-triples-roi-for-brands/

Technical Process Flow :

Beacon – can be implemented by extending Yahoo Boomerang !
Customer → Website → Beacons [fires events (page views, eCommerce actions, search metadata ) ] → Data Analyzer (filters information) → Hadoop

a) mWeb → Anivia (data capture) → > Ominiture User Targeting
➢ Splunk / SumoLogic / Log Analyzer
➢ MQ → Hadoop Sink
b) Site → Third-party Ominiture User Targeting
c) Site → Beacons → MQ → Hadoop Sink

B. Contextual Targeting Flow

Steps :
→ (Data Source) Keywords : select the ones with higher conversion rate
→ Quality Filter (dedupe , remove blacklisted items)
→ Product Association (say top selling products from Analytics API )
• Associate docom breadcumb , Leaf Category, Vendor brand
→ Correct Grammar (remove trademarks , common modifiers )
→ Apply Ad Group (site taxonomy – page category , vendor brands , general terms )
→ Ad Optimization (multiple permutations to get high quality score)
• Achieve relevance : consumer intents to be represented in optimized ad
• Make ad more relevant by changing important keywords
• Once perfect relevance is achieved, test which words/phases/intents are revenue generation
→ Deploy to the Platform

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