digital marketing & media foundations · 2017-09-12 · study guide digital marketing &...
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DIGITALMARKETING&MEDIAFOUNDATIONS
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TableofContents
INTRODUCTION 4
PARTONE:ABOUTTHEEXAM 5
A. EXAMFORMAT 5B. SCORING 5C. EXAMCONTENT 5D. EXAMBLUEPRINT 7
PARTTWO:CONTENTAREA 8
A. COMPREHENDDIGITALADVERTISINGECOSYSTEM 81. EXPLAINTRADITIONALMARKETINGMODELS 82. DESCRIBETHEMEDIAVALUECHAIN 103. DESCRIBEDIGITALADVERTISINGFORMATS 144. DIFFERENTIATEDIGITALADVERTISINGPLATFORMS 155. DEFINEKEYDIGITALADVERTISINGTOOLSANDTECHNOLOGIES 166. CALCULATEMEDIAMATHEMATICS 177. ADHERETOCOMPLIANCESTANDARDS/POLICIES 18B. GATHERPRE-CAMPAIGNINFORMATION 191. DETERMINEACAMPAIGNTIMELINE 192. FORECASTINVENTORY 203. GENERATEANIO(AGENCYSIDE) 214. VALIDATEIOCOMPLETENESS 225. CONDUCTKICK-OFFCALL 236. COLLECTPOTENTIALASSETS 247. ALIGNCREATIVEASSETSWITHMEDIAPLAN 25C. EXECUTINGTHECAMPAIGN 261. CREATETRAFFICSHEET(AGENCYSIDE) 262. BOOKCAMPAIGNINADSERVER(PUBLISHERSIDE) 273. GENERATETAGS(AGENCYORVENDORSIDE) 294. QATAGS 305. IMPLEMENTTAGS 316. CONFIRMCAMPAIGNLAUNCH 32D.MONITORINGTHELIVECAMPAIGN 321. CHECKCAMPAIGNDELIVERYANDPACING 322. OPTIMIZEWITHINCONTRACTPARAMETERS 333. PROPOSEOPTIMIZATIONCHANGES 344. EXECUTECAMPAIGNMODIFICATIONS 345. PERFORMBILLINGANDRECONCILIATIONACTIVITIES 34E. IDENTIFYINGTROUBLESHOOTING 351. TROUBLESHOOTCREATIVE 352. TROUBLESHOOTTAGS 363. TROUBLESHOOTDELIVERY 36
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4. TROUBLESHOOTDISCREPANCIES 375. TROUBLESHOOTFRAUDULENTAND/ORMALICIOUSBEHAVIOR 376. TROUBLESHOOTTARGETING 38F. CAMPAIGNREPORTINGANDANALYSIS 381. GENERATEANDSCHEDULEREPORTS 392. PROVIDEBENCHMARKSFORSUCCESS 403. CONDUCTPOST-CAMPAIGNANALYSIS 40
PARTTHREE:GLOSSARY 42
TERMSANDDEFINITIONS 42A 42
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INTRODUCTION
IndividualsworkinginDigitalAdvertising,workcloselywithadvertisersandagenciesthroughoutthelifeofanadvertisingcampaign.Fromforecastinginventoryandreviewinginsertionorders,totraffickingcampaignsandmonitoringdelivery,aprofessionalworkingindigitaladvertisingcantakeonmanyrolessuchas:proposalentry,qualityassurance,loggingtraffic,pullingcampaignreports,monitoringcampaignperformance,andprovidingoptimizationrecommendations.
ThisIABDigitalMarketing&MediaFoundationsCertification(DMMFC)isanentry-levelindustrycredentialforprofessionalsnewtothedigitaladvertisingindustry.Individualswhoearnthecertificationhavedemonstratedtheirknowledgeandcompetencyofdigitaladvertisingwithcapabilitiesindigitaladoperations,sales,marketing,mediaplanning,anddataanalytics.Individualsmeetingeligibilityrequirementsmustpassamultiple-choiceexamtoqualifyforcertificationandearntheDMMFCdesignation.
Thepurposeofthisstudyguideistoimprovecandidates’preparednessfortakingtheDMMFCexam.Itcontainsusefulinformationaboutexamandquestionformat,requisitecoredigitalmediaknowledge,andspecializedcontentareasthatcandidateswillbetestedon.Thestudyguidealsoincludesusefullinksandresourcestoassistcandidateswithadditionalareasofspecializedknowledge,capabilities,andskillsthatmayappearontheexam.
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PARTONE:ABOUTTHEEXAM
A. EXAMFORMAT
TheIABDigitalMarketing&MediaFoundationsCertification(DMMFC)examconsistsof100multiplechoicequestions.Eightyofthosequestionswillbescored,whiletwentyarepre-testedforstatisticalpurposesandwillnotbescored.Youarescoredonlyontheeightyexamquestionsandonlycorrectanswersarecounted.Youwillnotreceivefeedbackonthepre-testedquestions.
Yourappointmentatthetestinglabwillbefortwohours.ThistwohoursincludesfiveminutestoagreetothenondisclosureagreementfortheDMMFCexamination.Thereafter,youwillhaveonehourandfifty-fiveminutestotaketheexam.Restroombreaksarepermittedbutcounttowardstheonehourandfifty-five-minuteallotment.
ItisthepolicyoftheIABtodevelopexaminationsutilizingapsychometricallyvalidprocess.Theexaminationwasdevelopedbysubject-matterexpertsundertheguidanceofpsychometricians(expertsinmeasurementandtestdevelopment)andisdesignedtomeasuretheknowledge,skills,andabilitiesrequiredtoperformcompetentlyasapersonworkingindigitaladoperations.
B. SCORING
Thepassingpoint,orthescoreyouneedtoachievetopassthecertification,wasalsodeterminedutilizingvalidpsychometricprocedures.Theexamisbuiltonapass/failbasis,toassesswhetheranindividualpossessesaminimumlevelofknowledge,capabilities,andskillsdeemednecessarytosuccessfullyperformthejobofadigitaladprofessional.TheIABfollowsbestpracticesinallitstestdevelopmentactivitiesandhasahighdegreeofconfidencethatonlythosewhomeetthecompetencyrequirementswillpasstheexamination.
Candidateswillreceivetheirscorereportatthetestcenter,whichwilldesignatetheirpass/failstatus.Detailedrawand/orpercentagescoreswillnotbeprovided.Successfulcandidateswillbenotifiedthattheyhavepassedandwillbeprovidedinstructionsforcompletingthecertificationprocess.Candidateswhofailwillreceiveanassessmentoftheiroverallperformanceoneachcontentareaoftheexam.Thisinformationisprovidedsocandidatescanseetheirareasofgreatestweakness,andpreparethemselvestoretaketheexam.
C. EXAMCONTENT
Successfulandknowledgeableindividualsworkingindigitaladvertisingshouldhaveafundamentalunderstandingofthesesixareascoveredintheexam:
A. ComprehendDigitalAdvertisingEcosystem.Understandingtheecosystemofthedigitaladvertisingindustryisintegraltothesuccessofadigitaladvertisingprofessional.Adprofessionalscanidentifytraditionalmarketingmodelsliketheconsumerjourney,andhowthesemodelscanbeappliedtodigital
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advertising.Theyalsounderstandthedigitallandscape,haveknowledgeindigitaladvertisingformats,platforms,toolsandtechnologies;andcancalculatemediamathematicswhileapplyingindustrystandardsatpoliciesintheirwork.
B. GatherPre-CampaignInformation.Successfuldigitaladprofessionalscanidentifyandconductthenecessarystepsbeforeanadvertisingcampaigncanbegin.Theycandeterminecampaigntimelines,forecastavailableinventory,andgenerateinsertionorder(IOs).Additionalstepsinclude:conductingkick-offcallsaddressingcampaign-relateddetails,collectingnecessaryassets,andaligningthemtothemediaplan.
C. ExecutingtheCampaign.Ensuringasmoothlaunchrequiresend-to-endoperationsmanagementthatstartswellbeforeacampaigngoeslive.Asuccessfuldigitaladprofessionalmustbedetail-orientedandcanjugglemanytasks.Theycanorganizecreativeassets,bookthecampaignaccordingtotheIO,generate,implement,andconductqualityassurancetestinginpreparationforcampaignlaunch.
D. MonitoringtheLiveCampaign.Digitalmediaoffersgreateropportunityforengagement,interactivity,targetability,measurability,andadhocoptimizationthantraditionalmedia.Toensureoptimalperformance,digitaladprofessionalsperformongoingqualityassurance(QA)andoptimizationreviewsforeachlivecampaignthroughoutitslifecycle.Theymonitorcampaigndelivery,identifyareasofoptimization,executecampaignchanges,andconductpost-campaignreportingactivities.
E. IdentifyingTroubleshooting.Successfuldigitaladprofessionalsunderstandandidentifythatproblemscanariseduringacampaign.TheyhaveasolidunderstandingoftheQAprocessandcantroubleshootcreatives,campaigndelivery,anddatadiscrepancieswhileescalatinganynecessarydetails.Theycanidentifyfraudulentactivitywhennecessaryandtroubleshoottargetingdetails.
F. CampaignReportingandAnalysis.Campaignreportingandanalysisisfundamentaltoanyadcampaign.Successfuladvertisingprofessionalscanidentifycampaignreporttype,analyzethedataagainstbenchmarks,andproviderecommendationstoimproveperformance.Theysummarizethecampaignandhighlightanysuccessmetricswithrecommendationsforfuturecampaigns.
Thefollowingexamblueprintliststhecontentareastobetested,aswellastheirapproximateweightingintheDMMFCexam.
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D. EXAMBLUEPRINT
ContentAreas WeightA ComprehendDigitalAdvertisingEcosystem 27.5%1 ExplainTraditionalMarketingModels2 DescribetheMediaValueChain3 DescribeDigitalAdvertisingFormats4 DifferentiateDigitalAdvertisingPlatforms5 DefineKeyDigitalAdvertisingToolsandTechnologies6 CalculateMediaMathematics7 AdheretoComplianceStandards/PoliciesB GatherPre-CampaignInformation 20.0%1 DetermineaCampaignTimeline2 ForecastInventory3 GenerateanIO(AgencySide)4 ValidateIOCompleteness5 ConductKick-OffCall6 CollectPotentialAssets7 AlignCreativeAssetswithMediaPlanC ExecutingtheCampaign 12.5%1 CreateTrafficSheet(AgencySide)2 BookCampaigninAdServer(PublisherSide)3 GenerateTags(AgencyorVendorSide)4 QATags5 ImplementTags6 ConfirmCampaignLaunchD MonitoringtheLiveCampaign 13.8%1 CheckCampaignDeliveryandPacing2 OptimizeWithinContractParameters3 ProposeOptimizationChanges4 ExecuteCampaignModifications5 PerformBillingandReconciliationsActivitiesE IdentifyingTroubleshooting 15.0%1 TroubleshootCreative2 TroubleshootTags3 TroubleshootDelivery4 TroubleshootDiscrepancies5 TroubleshootFraudulentand/orMaliciousBehavior6 TroubleshootTargetingF CampaignReportingandAnalysis 11.3%1 GenerateandScheduleReports2 ProvideBenchmarksforSuccess3 ConductPost-CampaignAnalysis
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PARTTWO:CONTENTAREA
A. COMPREHENDDIGITALADVERTISINGECOSYSTEM
Thedigitaladvertisingecosystemisverycomplexandcontinuestoevolve.Thissectionprovidescandidateswiththefoundationalknowledgeofthevariouspartswithinthedigitaladvertisingindustry.
1. EXPLAINTRADITIONALMARKETINGMODELS
Thetraditionalconsumerbuyingfunnel,alsoknownastheconsumerpurchasepath,hasbeenusedasamarketingmodelforyears.Thismodeldescribesthedecision-makingprocessapersongoesthroughpriortomakingapurchase.Lookatthefollowingconsumerfunnelandtheirdescriptionsforeachstageofthefunneltounderstandaconsumer’spathtopurchase.
Exhibit1.TheTraditionalConsumerBuyingFunnel
• Awareness:Themomentaconsumerfirstlearnsaboutaproduct/servicesand/ortheadvertiser’sbrand• Consideration:Occurswhentheconsumerlearnsdetailsabouttheproduct/services• Preference:Thestagewhentheconsumercomparesthebrandorproduct/servicestothecompetition,
whileidentifyingtheonethatappealsmosttotheirneeds• Purchase:Themomenttheconsumercomestoadecisiontobuythatproductorservice• Loyalty:Theconsumer’sdecisiontocontinuepurchasingthatproductorservice• Advocacy:Occurswhentheconsumerlovesaproductorbrandsomuch,theypromoteittotheir
friends,family,and/orsocialnetwork
Asadvertisinghasevolved,sohastheconsumerpurchasepathortheconsumerdecisionjourney.Consumersinteractwithmanydifferenttouchpointscausingthemtojumpfromonephaseoftheirdecision-makingprocesstoanother,nolongerfollowingthefunnel.Thefollowingconsumerdecisionjourneyillustratesanewertakeinthedecision-makingprocess.
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Exhibit2.EvolutionoftheConsumerDecisionJourney
Source:MarketingMadeSimple–PurchaseFunnelmarketing-made-simple.com/purchase-funnel
Supposeaconsumerhashadexposuretoavideoadforanewbrandofsunglasses,puttinghimintheawarenessstage.AweeklaterafriendofhispostsapictureonFacebookwearingthatbrandofsunglasses.Heseeshowgoodtheylookandmakesthedecisiontobuyapairforhimself.Hehadapurchaseintenttriggerthatmovedhimfromawarenesstothepurchasestage.Thisevolutionrequiresadvertisersandbrandstothinkabouttheirgoalsmoreholistically,accountingforotherformsofmedia(e.g.,user-generated),asopposedtothetraditionalcampaign-focusedstrategies.
Candidateswillneedtoidentifythedifferentmediatypes:paid,owned,earned,andshared.• Paidmediaiswhenabrandpaystoadvertiseacampaign(e.g.,Nikerunsdisplayandvideocampaignsto
promotetheirnewAirJordans).• Ownedmediaiswhenabrandownssomeformofinternalcontentsuchasaninternalblogorsocial
media(e.g.,BMW’sFacebookpage,Target’sinternalblogwheretheypublishcontent).• Earnedmediaiswhentheconsumerbecomesthechannelbyendorsingthebrandinsomeway(e.g.,
KendallKardashianpostsanewshakeshe’sbeendrinkingforherfast,CristianoRonaldotweetinghisfavoriterestaurant).
Sharedmediaisthecombinationoftwoofthethreedifferenttypesofmedia.Thefollowingaresomeexamplesofthosesharedcombinations:
• Paid+Ownedcanbeconsideredpromotedbrandcontent(e.g.,Audipublishesablogandhighlightstheirnewestvehicleasoneofthetop-rankingvehiclesinthe2018safetyreport).
• Paid+Earnedisessentiallywhenacustomeris‘sponsored’orpaidtopromotesomethingaboutthebrand(e.g.,SonyPlayStationpays/incentivizesatopgaminginfluenceronInstagramtopostapictureoftheirnewSonygamingconsole).
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• Owned+Earnediswhenabrandasksforsomesortofshareorpromotionfromtheirconsumerswithoutanyincentive(e.g.,SouthwestAirlinespostsavideoontheirFacebookpagepromotingtheirsummerflightprices,andaskstheirfollowerstosharethepost).
2. DESCRIBETHEMEDIAVALUECHAIN
Candidateswillneedtounderstandthemediabuyingprocessandtherolesandresponsibilitiesoftheplayersinthemediavaluechain.Avaluechainreferstothedifferenttypesoforganizationsandtheirprocessesthatdeliveraproductorservicewithinanindustry.Candidatesmustbeabletodemonstratehowthedifferentelementsofthedigitalmediavaluechain(digitalmediaecosystem)worktogether.
Theecosystemdepictedbelow,haveevolvedintowhatisnowtheprogrammaticdigitalmediavaluechain,orecosystem.Programmaticbuyingandsellingisanautomatedwaytobuyandselldigitaladsandhastransformedthebuyingandsellingofadvertisingwithintheindustry.Theautomationmakesiteasiertolaunchandrunadcampaignsthantraditionalcampaignmethods,withapproximately20%ofalldigitaladvertisingbeingsoldbyonemachinetalkingtoanothermachine.Reviewthelatestinformationonprogrammatic,here:iab.com/programmatic.
Historically,programmaticwasassociatedwithunsold/remnantinventory,orinventorythathasnotbeenpurchasedbyanadvertiser.Ithasevolvedsignificantlyoverthepastseveralyearsdrivingorganizationalshiftsandaddingnewplayerstothegame.Visitthelinkbelowtheillustration,foraninteractiveandinformativeversionofthefollowingecosystemthatconnectsthebrandtotheconsumer,withtheadvertiser(buy-side)ontheleftandthepublisher(sell-side)ontheright.
Exhibit3.High-LevelViewoftheDigitalMediaValueChain
Source:IABAdvertisingEcosystemdata.iab.com/ecosystem.html
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ThefollowingIABillustrationprovidesamoredetailedoverviewofthedigitalmediavaluechain.ReviewthisinconcertwiththeecosystemaboveandfamiliarizeyourselfwiththeindividualplayersintheIABArena.
Exhibit4.DigitalMediaValueChain–IABArena
Source:IABArenaiab.net/iabarena
TheIABArenaidentifieshowthedifferentpartsofthedigitaladvertisingecosystemworktogethertocreateandexecuteadvertisements,withbrandsatthecore.VisittheIABArenalink,foraninteractiveillustrationandinteractivevideofordefinitionsofthevariousparts.Besureyouunderstandhowtheelementsworktogether,candefinetheroleandvalueofeachpart,andareabletodemonstratehowthevariouselementsofthevaluechainworktogether.
• Brands:Keepersofthevaluesystemthatinformandenrichtheproductsandservicesthatpeoplebuy.Theyaretheinitiatorsandatthecoreofdigitaladcampaigns.Allhumanandtechnologicalactivityindigitaladvertisingisinservicetothosebrandsandemanatesfromthem(e.g.,McDonald’s,Nordstrom,AT&T,Sony).
• MediaPlanning&Buying:Wherethechoicesaboutwhatchannelsandplatforms,brandsplacetheiradvertisingwithin,aremade.
o Agencies:Acompanythatprovidesadvertisingandmarketingservicestobrandmarketersandofferarangeofservicesfromcreativetomedia,oracombination;canbeindependentorheld(e.g.,Mindshare(WPP),OMD(Omnicom),LeoBurnett(Publicis)).
o In-House:Employedbythebrand,butsimilarfunctionsasanagency.o MediaManagementSystem:Toolsformediabuyerstomanagecampaignsandbrands.
• ContentCreators:Encompassthetypesofcontentmarketersplacetheiradwithin,toreachconsumers.
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o Publishers:Entitythatcreatesandownscontent;couldbeanythingthathasadinventory–includeswebsites,blogs,andapps(e.g.,WSJ,NYT,Weather.com,Buzzfeed,ESPN).
o Social:Sitesthatfocusoncommunicationbetweengroupsofapprovedindividualswhoaretypicallypartofanever-expandingsocialcircle.
o User-Generated:Anytypeofcontent(text,images,audio,orvideo)thatiscreatedbynon-professionals.
o BrandContent:Contentthat iscreatedanddisseminatedbybrands.o Portals:Destinationsitesthatprovidesearch,email,andownedoraggregatedcontent(e.g.,
Google,AOL,Yahoo!,Bing).
• MediaVendors:Organizationswhosellandre-selladvertisinginventory.o Publishers:Entitiesthatprofessionallyproducedigitalmediacontent(text,images,audio,
video);inthiscategory,includingad-supportedsites.o AdExchanges:Asaleschannelbetweenbuyers,publishers/networks,aggregatinginventoryvia
aplatformthatfacilitatesautomatedauction-basedpricingandreal-timebidding(RTB),e.g.:§ Display:DoubleClick,RightMedia,OpenX,FacebookExchange§ Video:AdapTV,SpotXchange§ Mobile:MoPub,Appnexus
o DSPs(Demand-SidePlatforms):Techinterfacethatprovidescentralizedandaggregatedprogrammaticmediabuyingfrommultiplesourcesincludingpublishers,adexchanges,andadnetworks(e.g.,Turn,MediaMath,AppNexus,DataXu,TheTradeDesk).
o SSPs(Supply-SidePlatforms):Techusedbypublisherstoprogrammaticallysellinventory,optimizepricing/yield,andaudienceforapoolofpotentialadvertisers(e.g.,AppNexus,AdMeld,Pubmatic,RubiconProject).
o ATDs(AgencyTradingDesks):Centralizedmanagementplatform,specializinginprogrammaticaudiencebuying.Usedbyagenciesandownedattheholdingcompanylevel;tradingdesksarelayeredontopofDSP(s)(e.g.,Xaxis(WPP),Vivaki/AudienceonDemandor“AoD”(Publicis),Accuen(Omnicon),Cadreon/Magna(IPG),Varick(MDC),Affiperf(Havas)).
o AdNetworks:Provideanoutsourcedsalescapabilityforpublishersandameanstoaggregateinventoryandaudiencefromnumeroussourcesinasinglebuyingopportunityformediabuyers.Includestechnologiestoenhancebuysincludinguniquetargetingcapabilities,creativegeneration,andoptimization(e.g.,(1Display)Collective,Undertone;(2Mobile)MillenialMedia,AdMob,TapJoy,JumpTap;(3Video)Videology,Tremor,BrightRoll,YuMe).
• ExecutionTechnologies:Technologytosimplifyprocessessuchasdistributingtheadstovariousmediaoutlets,trackingtheirspecificplacements,optimizingthembasedonperformance,andreportingbacktheactualcountsofadsdelivered.
o AdServers:Technologythathosts,serves,andreportsonadcampaigns(e.g.,DoubleClick,Atlas,Pointroll).
o SiteServe:Theoriginalsourceoftheinventoryserving(delivering)thead.
• MediaEnhancements:Technologiesdesignedtoenrichthecreativeormorepreciselytargetspecificaudiencesthatthoseadsreach.Therearemanydatasignalsthatcancontributetobetterperformingad
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effectivenessindigitalmedia.o DMPs(DataManagementPlatforms):Technologyplatformanddigitalwarehousedesignedfor
thestorageandprocessingof1stand3rdpartydatatointegrateandimplementthedatathroughouttheadcampaign’sbuyingandexecutionprocess.
o DataSuppliers:Companiesthatprovidecookiepools,audienceprofiles,andothertechnologytotargetdesiredaudiences(e.g.,Quantcast,BlueKai).
o CreativeOptimization:Technologythatenablesmarketers/agenciestocontrolandmanagecreativeassets,integratingwiththeadservertoautomaticallyservethebest-performingcreative.
o RichMedia:Adcreativeandadservingprovidersofferingadvertiserstheabilitytoruncreativethatviewerscaninteractwith(e.g.,Pointroll,Medialets,Spongecell,Celtra).
o Verification/Privacy:3rdpartycompaniesthatprovidebuyersthecapabilitytomonitorcampaignstoverifyadsappearinthedesiredenvironment,protectingthemfromfraudulentactivityand/orwasteddollars(e.g.,Moat,DoubleVerify,IntegralAds,comScore).
o TagManagement:Technologythatinteractswithanadservertohelpbuyersandsellersconsolidatetagstospeedupthedeliveryofthead.
• BusinessIntelligence:Macrosystemsthatenableeachstakeholderinthedigitaladecosystemtomoreeffectivelymanagetheirbusinesses.
o MediaAttribution:Alevelofreportingonmediabuyswheresystemshelpthemarketerunderstandatrue,holisticpictureofexposuretoanentirechainofmediathatresultsintheultimateoutcome,aconversionorsale(e.g.,ONEAttribution,VisualIQ).
o MarketingReporting&Analytics:Companiesthatprovidetheabilitytotrackadcampaignsandmeasuresuccessmetrics(suchasbrandlift)andROI.Thesecompaniesaretypicallygearedtotheneedsoftheadvertiser/agency(e.g.,DynamicLogic,Neilsen,Vizu).
o SiteMeasurement&Analytics:3rdpartyresourceusedbypublisherstodeterminehowtobetterdevelopandoptimizecontenttogrowandensuregreaterengagementwiththeiraudiences(e.g.,QuantCast,GoogleAnalytics).
o ResearchProviders:Companiesthatprovideconsumerbehaviorinformationandindustrybenchmarks(e.g.,Neilsen,comScore,Forrester,eMarketer).
Asyourevieweachcontentareainthestudyguide,trytounderstandwhichsideoftheecosystemthosetasksfallunderandhowanadprofessionalinthatrolemightworkwiththeotherpartsofthechain.
Regardlessofwhereadigitaladvertisingprofessionalworkswithinthedigitaladvertisingecosystem,itisnecessaryforhimorhertopossessabroadbaseofknowledgeaboutallstepsintheworkflow.Effectivedigitaladprofessionalswithinthischaintypicallyshareacommonsetofskills,abilities,attitudes,andresourcestodotheirjobs.Besuretofamiliarizeyourselfwiththisholisticviewoftheinteractiveadvertisingsupplychainandmakenoteofthebestpracticesineachstep.
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Exhibit5.InteractiveAdvertisingSupplyChain
Source:IABInteractiveAdvertisingWorkflowBestPracticesiab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf
Therearemanydifferentcareersthatadigitaladvertisingprofessionalcanpursue,buteachplaysanimportantpart,workingcloselywithadvertisersandagenciesthroughoutthelifeofadigitaladcampaign.Digitaladprofessionalsmightalsoassistmanyinternalteamsandtheirfunctionssuchas,AdSales,AdOps,Marketing,andProductteams.Belowareafewofthemanydepartmentsthatacandidatemightworkin.Note:Rolesanddutiesmayvarybyorganization:
• AdSales:Thispublisher-sideteamisresponsibleforsellingadspacetoadvertisers/agencieslookingtobuyinventoryfortheirbrands.Taskssuchasforecastinginventoryandgeneratingcontracts,thisteamisinvolvedpre-saleandmaystayonasastakeholderpost-saletoensurecampaignsuccess.
• Marketing:Thisgroupdevelopsthestrategytomarkettheproductandcanpartnercloselywithsalesorganizations.
• AdBuying:Thisadvertiseroragency-sideteamisresponsibleforpurchasingadvertisingspace.Anagencybuysadsonbehalfofanadvertiserorbrand,whereasanadvertisercanworkdirectlywiththepublishertopurchasedigitaladcampaigns.
• AdOperations(AdOps):Thisteamisheavilyinvolvedwiththeadvertiserpost-sale,andasthenamestates,managesallaspectsrelatedtotheoperationsofadcampaigns.Theyensureasmoothandsuccessfullaunchoftheadvertiser’scampaignandbudget.Therolesandtasksthatfallunderadoperationstypicallyrequireatechnicalskillset.Someofthoserolesinclude:adopsmanager,campaignmanager,adtrafficker,etc.
• AccountManagement:Thepost-salesteamthatisthepointpersontotheclient(agency/advertiser)thatknowsthecampaigndetailsinsideandout.Taskscaninclude:coordinatingmeetings,projectmanaging,campaignset-up,andanalyzingandoptimizingcampaigndelivery.
3. DESCRIBEDIGITALADVERTISINGFORMATS
Digitalmediaincorporatesmanydifferentdigitaladvertisingformats.Someofthoseinclude:• Search:SEM,SEO,andcontextualsearch• Display• Video• Social• Audio• Overlay
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Candidatesshouldbeabletoidentifyanddifferentiatethedifferentformatsaswellasexplainthemeasurabilityofdigitaladvertisingonthevariousmediaformats:impressions,clicks,andconversions.Detailedmeasurementguidelinesspecifictodifferentdigitaladformatscanbefoundhere:iab.com/guidelines/iab-measurement-guidelines.
Reviewthefollowingresourcesformoreinformationonthedifferenttypesofdigitaladvertisingformats.Whenresearchingthevariousformats,besuretounderstandthebestusesofeach:
• Search:Google:HowSearchWorks:google.com/search/howsearchworks/o GoogleDynamicSearchAds:
support.google.com/adwords/answer/2471185?hl=en&ref_topic=3119126o Googleshoppingads:
support.google.com/adwords/answer/2454022?hl=en&ref_topic=6275320• Display&MobileAdvertisingCreativeFormatGuidelines:iab.com/guidelines/iab-display-advertising-
guidelines• Video:iab.com/guidelines/digital-video/• Social:iab.com/news/how-to-make-sense-of-the-evolving-paid-social-media-world/andSocialMedia
ImageSizeGuide:sproutsocial.com/insights/social-media-image-sizes-guideandbesuretocheckoutthesocialmediaimagesizeslistinanalways-up-to-dateGoogleDochyperlink.
• Audio:iab.com/guidelines/digital-audio-ad-serving-template/IAB’sDigitalAudioAdServingTemplate(pg.16-17):iab.com/wp-content/uploads/2015/12/DAAST_1.1-3.pdf
4. DIFFERENTIATEDIGITALADVERTISINGPLATFORMS
Anadformatisthewayinwhichthecodeisusedtodisplayanadtoaconsumer,andtheadvertisingplatformisthehardwaretheconsumerseesthatadfrom(e.g.,laptop,mobile/tablet,gamingconsoles,TV).Candidatesshouldhaveknowledgeofthemostcommonlyusedmediaplatforms(digitalandtraditional)thatconsumersmaybeexposedto,howconsumersusethedifferentplatforms,andbeabletodescribetherelationshipbetweenplatformsandadformats.Note:Thespecsandguidelines(above)associatedwithaspecificdigitaladvertisingformatwilloftenbetailoredforuseacrossthevariousplatforms.Adprofessionalsshouldalsobeabletoexplainthevaluepropositionandmeasurabilityofeachplatform.
TraditionalMediaPlatforms:• Print• TV• Radio• Out-of-Home(OOH)akaBillboards
DigitalMediaPlatforms:• Desktop/Laptop• Mobile/Tablet• Connected/Interactivetelevision• Digitalaudiodevice
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• Gamingdevice• Digitalout-of-home(DOOH)akadigitalbillboards
Whenthinkingaboutadvertisingacrossthevariousplatforms,keepinmindthatadformatsandtheircontentcanbesimilaranddifferentineachenvironment.Forexample,videocanbefoundonallthedeviceslistedabove,buttheirform,function,andcapabilitieswillchange.Lookatsomebenefitsoftheseplatformsandformatscanhave:
• Desktop/Laptop:Reach,creative,immediacy,targeting,trackable,anddirectresponse• Mobile/Tablet:Locationawareness,directresponse,morepersonal,on-the-gousers,trackable• Audio:Locationawareness,reach,engagement,targeting,trackable• Video:Reach,creative,emotionalconnection,youngerdemo,trackable• Connected/InteractiveTelevision:• DigitalOut-of-Home(DOOH)
ReferencethefollowingIABPlatformStatusReportsformoreonthevarioustypesofmediaformatsandplatforms:
• DigitalVideoAdvertisingOverview:iab.com/wp-content/uploads/2015/09/dv-report-v3.pdfandIAB’sVideoPlayer-AdInterface(VRAID):iab.com/guidelines/digital-video-player-ad-interface-definition-vpaid-2-0/
• Audio:iab.com/wp-content/uploads/2015/09/IABDigitalAudioPSR11.pdfandthebenefitsofaudio:iab.com/news/digital-audio-should-be-part-of-every-marketers-media-mix/
• GameAdvertising:iab.com/wp-content/uploads/2015/03/IAB-Games-PSR-Update_0913.pdf• InteractiveTelevisionAdvertisingOverview:iab.com/wp-
content/uploads/2015/09/iTVCommitteeWhitePaperv7.pdf• Mobilephone:iab.com/guidelines/mobile-phone-creative-guidelinesandIAB’sMobileRichMediaAd
Interface(MRAID):iab.com/guidelines/mobile-rich-media-ad-interface-definitions-mraid/• Desktop-basedviewabilitymeasurementrequirements:iab.com/wp-content/uploads/2015/06/MRC-
Viewable-Ad-Impression-Measurement-Guideline.pdf
5. DEFINEKEYDIGITALADVERTISINGTOOLSANDTECHNOLOGIES
Inthissection,digitaladprofessionalswillneedtodescribedigitaladvertisingtoolsandtechnologiesforbooking,trafficking,andcampaignimplementation.Candidatesshouldalsobefamiliarwiththeirdefinitionsandpurposeofthosetools.Reviewthefollowingexamples:
BookingTools:• ProposalManagementSystems:Asoftwareusedtowriteandtrackproposals• CRMs(CustomerRelationshipManagementSystems):Platformstomanageandanalyzecustomers
throughoutthelifeoftheircampaigns• DSPs(Demand-SidePlatforms):Technologyusedforprogrammaticmediabuying
TraffickingTools:• Buy-SideAdServers:Agency-sidetoolusedtohouseandtracktheadvertiser’sads
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• Sell-SideAdServers:Publisher-sidetoolusedbyinventoryvendorstodeliver,track,andoptimizedigitaladcampaigns
• AudienceSegmentation:Usedfortargetingandforecastinginthepre-salestageofthecampaignImplementationTools:
• VerificationSystems:Ensuresthatadsruninasafeanddesiredenvironment• SiteAnalytics:Toolusedforaudiencemeasurement• CreativeTechnology:Richmediavendors• MeasurementTools:Advancedreportingtoolsforcampaignperformance
Candidatesalsoneedtounderstandthedigitalmediaadservingprocessasitgoesfromsell-sidetobuy-side.VisittheAdOpsInsiderlinkbelow,foradeeperexplanationofthatservingprocessillustratedbelow.
Exhibit6.AdServingProcess
Source:AdOpsInsideradopsinsider.com/ad-serving/how-does-ad-serving-work/
6. CALCULATEMEDIAMATHEMATICS
Inadditiontomanagingdailytasks,adigitalmediaprofessionalshouldknowhowtousebothacalculatorandspreadsheetsoftwaretoperformmediamathematics.Handheldcalculatorswillnotbepermittedintothecomputer-basedtestinglabswhereyouwilltakeyourcertificationexam,however,anelectroniccalculatorwillbeprovidedonthecomputeryouwillusethere.
Successfuldigitaladprofessionalsshouldhaveknowledgeofmediamathematicsandmustbeabletocalculatethepricingandperformanceofdigitaladvertisingcampaigns.Knowledgeofmediamathematicsisusefulfora
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digitaladprofessionalwhencheckingcampaignreporting,thusrequirestheknow-howforspreadsheetsoftware(i.e.,Excel,GoogleSheets).Thisknowledgeisessentialinsettingupcampaignsinanadserver,reviewinginsertionorders,andsolvinganypricingdiscrepanciesthatcanoccur.Reviewthefollowingarticleformoreoncalculatingmediamath:en.titaninteractif.com/2014/02/17/calculating-media-math.
Exhibit7.MediaMathPricingandPerformanceFormulas
AnexampleforcalculatingCPM:anadvertiserwouldliketorunacampaignfor$14,000andserve5,000,000impressions.TheCPM=$2.80.
7. ADHERETOCOMPLIANCESTANDARDS/POLICIES
Digitaladprofessionalsmustunderstandandadheretoindustryprivacystandardsandpoliciesaswellasregulatory(e.g.,Pharma,alcohol,children)andnon-regulatory(self-regulatory)(e.g.,IAB,MRC(MediaRatingCouncil))compliancestandardsandpolicieswithintheindustry.
Self-regulationissetbyorganizationswithinanindustrymandatedtodoso.Thedigitaladvertisingindustryisself-regulatedwithgoverningguidelinessetbycompaniesliketheIABandfollowedbythebusinesseswithintheindustry.
Regulationsaresetbythegovernmentandfailuretofollowtheselawscanresultinfederalpunishment.Note:USFederalRegulationquestionswillnotbeontheDMMFCexambutitisimportanttobeawareoftheselaws.ReadmoreaboutthemattheFederalTradeCommissionsite:ftc.gov.
DigitalMediaAdvertisingPrivacyStandardsincludethefollowingpolicies:• Consumersshouldbeprovidedmeaningfulnoticeabouttheinformationcollectedandusedfor
interactiveadvertising• Consumersshouldbeinformedoftheirchoicesregardinginteractiveadvertisingandempoweredto
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exercisethosechoices• Businessesshouldimplementappropriateinformationsecuritypracticesandprocedures• Businessesshouldberesponsiveandaccountabletoconsumers• Companiesshouldeducateconsumersaboutthebenefitsofinteractiveadvertising
ReviewthefollowingresourcesfromtheIABsitetohelpprepareforthissectionoftheexam:• Self-RegulatoryProgramforOnlineBehavioralAdvertisingFactsheet:iab.com/wp-
content/uploads/2015/06/OBA_OneSheet_Final.pdf.• AllIABmembersagreetoadheretoindustry-accepted,non-regulatoryComplianceProgramsthat
canbefoundontheIABsite:iab.com/guidelines/iab-tech-lab-launches-technology-compliance-program.
• Anothercross-industryself-regulatoryprogramforonlinebehavioraladvertisingisalsoareferencebytheDigitalAdvertisingAlliance(DAA):aboutads.info.
EXAMDETAILS–CONENTAREAA:Knowledge,skills,andcapabilitiesrelatedto“ComprehendingDigitalAdvertisingEcosystem”willcompriseof22questions(27.5%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.
B. GATHERPRE-CAMPAIGNINFORMATION
Onceadinventoryavailabilityisconfirmed,thetraffickingprocessbegins.Thisistheprocessoftechnicallysettinguptheadcampaignononeormoreadservingsystemsfortargeting,delivering,andtrackingcampaigndetailsaccordingtotheIOspecifications.Thissectionwillwalkyouthroughthepreparationandcollectionofcampaignassetsforlaunchingdigitaladvertisingcampaigns.
1. DETERMINEACAMPAIGNTIMELINE
Thefirststeptowardsexecutingasuccessfulcampaigninvolvescampaignreviewandplanning.Forexample,iftheadvertiser’sgoalistodriveonlinesales,thedigitaladvertisingprofessionalmayselectadirect-responseperformancemetric,drivenbysalesrevenueorordervolume.Iftheywishtopursueabrand-focusedcampaign,performancemetricscouldbemeasuredbyabrandeffectivenessstudy.
First,theagencywillneedtoreviewcampaignexpectationsindetailandidentifyallpartiesinvolved,includingexternalvendors.Next,campaigngoalswillneedtobedefinedbasedontheadvertiser’sbusinessmodel,needs,andobjectivestoensuretheKPIshavebeenselectedtocomplementthestatedcampaigngoalsalongthemarketingfunnel.
Therearemanyfactorstoconsiderwhendeterminingatimeline.Frombrandexpectations,tostakeholderandtechnicalimplementationtimelines,allaspectsshouldbeconsideredwiththeinternalproductiontimeline.Forexample,ifthecampaignrequires3rdpartyvendors,andcustomization,theadprofessionalwillneedtoaccountforextratimetomeetthoseadditionalneeds.Regardlessofthetimeline,allaspectsmustbecommunicated
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clearly,settingtheproperexpectationswithallinternalandexternalstakeholders.
Therearemanystepsinvolvedincampaignexecutionandunderstandingthosestepswillhelpwiththisprocess.ReferenceIAB’sInteractiveAdvertisingWorkflowBestPractices(page5-13)forkeystepsintheprocess:iab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf.
2. FORECASTINVENTORY
Adinventoryforecastingreferstotheprocessofbeingabletoestimateavailableadviewsforafutureperiod,acrossdifferenttargetingcriteria.Publishersthatprovidereliableforecasts,gaintrustwiththeiradvertiser/agencycustomersandavoidpotentialproblems(e.g.,over-delivery,under-delivery).Knowledgeofinternalbusinessrules,toolsets,andprocessesisimportanttothesuccessofthisstep.
Adinventoryforecastingtoolsouttherethatusealgorithmsthatconsidercriteriasuchas:• Inventoryvolume/traffictrends• Seasonaltrends• Historicalcampaignperformance(ifavailable)• Competitiveseparation
o Competitiveseparationreferstotheconditiononsomeadcampaignsthatadsdonotappearwithincertainproximityofotheradsforcompetingproductsoradvertisers,orotheradsfromwhichseparationisdesiredbytheadvertiser.Theseseparationparametersshouldbeclearlyspecifiedaspartofthetermsofthecampaign.
• Campaignrestrictions• Desiredtargetingcriteria
AvailabilityreportingwillneedtobepulledandcomparedtotheRFP(RequestforProposal).Targetingcapabilitiescanincludebasictargetingandaudiencetargeting.
• Targetingcapabilitieso Day-Parting:Timeofday/viewhouro Geo-Targeting:User’sgeographiclocationo Contextual:Basedonsitecriteriao Device:User’sdevicetype
• AudienceTargetingo Demographic:User’sage,gender,income,ordemographiccharacteristicso Behavioral:User’swebbrowsinghistoryo Look-a-LikeModeling:Techniqueseekingtoincreasecampaignreachbytargetingaudiences
similartoasmalleraudiencebasedonattributestheyhaveincommono Retargeting:User’spriorexposuretoanadvertiser’ssite,product,oradcampaign
Ifinventoryneedscannotbemet,thepublishermustbeprovidedwithalternativesolutions.Inadditiontotargetingcriteria,knowledgeofsitearchitecture,organizationalservices,andfactorsthatcanaffecttheforecastarenecessaryforthisstep.
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Adpackagesareoftencomprisedofastandardunitorcombinedwithotherstandardunits.Accurateforecastingallowspublisherstoestimatehowmuchunsoldinventorymightflowtoa3rdpartypartnerineachmonth.
Managinginventoryisimportantforallpartiesalongthedigitaladvertisingvaluechainorecosystemtotakepartin.Digitaladvertisinginventoryisabundant,andbothsellersandbuyersneedmethodsforensuringthattheirpotentialadimpressionsareforecasted,selected,andvaluedappropriatelyandaccurately.
• DSPsuseinventorymanagementsystemstoidentifywaysofpackagingandpricingadstomaximizerevenuefromtheirinventoryportfolio
• SSPsusethesetoolstoidentifytargetedinventoryattheleastexpensiveprice
3. GENERATEANIO(AGENCYSIDE)
Onceapublisherandagencyhaveagreeduponadesiredcampaign,theirdigitaladopsdepartmenttypicallymanagestheoperationsofitslaunch.Atthispoint,theagencywillneedtogeneratetheinsertionorder(IO)beforethecampaigncanbegin.
TheIOisthebindingagreementofadvertisingspendbetweenallpartiesinadigitaladvertisingcampaignandwillalwaysbeaccompaniedbyIAB’sindustry-standardTermsandConditions(Ts&Cs),whichallpartieswillberequiredtosignuponagreement.FindoutmoreaboutIAB’sStandardTermsandConditionshere:iab.com/guidelines/standard-terms-conditions-internet-advertising-media-buys-one-year-less.
WhengeneratingtheIO,thedetailsfromthemediaplanwillneedtobeenteredintotheagency’sinternalIObuildingsystem(canvarybyorganization),outliningthedetailsofthecampaignandbothsigningparties.Theinformationinthesefieldstypicallyinclude:
• Flightdates• Campaignnameordescription• Numberofimpressions• Costtype(e.g.,CPM,CPA,CPC)• Costperunit• Targetingorcreativerequirements• Overallcost• Informationaboutthetwocompanies
Authorizedinternalandexternalsignaturesarerequiredtomoveforward.UponreceiptofthecountersignedIO,thepublisherwillofficiallybeginthenecessarystepstowardscampaignexecution.ReferenceIAB’sInteractiveAdvertisingWorkflowBestPractices(pg5-13)forkeystepsintheprocess:iab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf.
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Exhibit8.SampleElectronicInsertionOrder
Source:AADSMInsertionOrderaadsm.org/PDFs/AdvertisingInsertionForm.pdf
Exhibit9.SampleExcelInsertionOrder
Source:MonetizeProsInsertionOrdermonetizepros.com/encyclopedia/insertion-order-io
4. VALIDATEIOCOMPLETENESS
Atthispoint,thepublishervalidatesthedetailsintheIOandbeginsthinkingaboutcampaignexecution.Thisrequiresasolidunderstandingof:themediaplan,IOandTermsandConditions(Ts&Cs),organizationalstructure(whoisauthorizedtosigntheIO),industryterms,andpricingmath(i.e.,CPM,CPC).Oncevalidationiscomplete,thepublishersignsandsendstheIObacktotheagency.Thecampaignisnowreadytobekicked
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off.Exhibit10.ValidatingFieldsinanInsertionOrder
5. CONDUCTKICK-OFFCALL
Kick-offcallsensurethatallpartiesareonthesamepagewithcampaigngoalsandexpectations.Theaudienceforeachcallwillvarybyorganization,butshouldincludeallinternalandexternalstakeholdersinvolvedinthecampaigndetails.Thepublisher-sideadopsteamtypicallyhostsorattendsthecall,astechnicaldetailswillbediscussed.
StepstoPrepareforaKick-OffCall:• Createanagendaforthecall
o Determineanappropriateamountoftimetocovereverything.Organizationstypicallyhaveanideahowlongkick-offcallscantakedependingonthetypeofcampaign.Forexample,campaignswithlotsofdifferenttargetingrequirementsoruniquecustomizationsmayrequiremoretime.
• Determineallattendees/participatingpartieso Thisincludespartiesinvolvedinthecampaignfrombothsides(i.e.,salesrep,campaign
manager,marketing,analytics)andcanvarybyorganization.Nevermeetwithateamalone.Attheveryleast,invitethesalesreporyourmanagertothecall.
• Coordinatethekick-offcallbyfindingatimeanddatethatworksforallnecessarypartiesandbesuretoallowforenoughtime
o IncludetheagendaandIOasbestpracticeandsendoutanyapplicableinformationand/ordocumentationpriortothecall.
DuringtheKick-OffCall:• Takenotes• Discussdetailsincluding:
o Assetinformation(e.g.,adformats,creatives,tags)o Timelineexpectationso Launchdateso Campaigngoals
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o Campaignandbrandguidelines/restrictionso Sitetaggingo Sitecapabilitiesandlimitations
§ Thisisagoodtimetodiscusssitespecifications(andsendasafollow-up).Sitespecsoutlinewhatthewebsitecansupportforhowtooptimizeanadvertisementforthewebsite.Sampleclientspecsheet:web-redesign.com/downloads/06_client-specsheet.pdf.
o Limitationsorconcerns• Recommendbestpractices• Setreportinganddeliveryexpectations• Recapkeytakeawaysandactionitemsattheendofthecallincludingfollow-ups
AftertheKick-OffCall:• Sendafollow-upemailwitharecap/summaryofthecallandinclude:
o Timelineso Expectationso Actionitems
• Ongoingcheck-incallsmayoccur,dependingontheorganizationanddetails/sizeofthecampaign
Akick-offchecklistcanbehelpfulandcommoninmanyorganizations.Smallerorganizationsmaynothaveoneavailable,butadprofessionalsshouldconsidercreatingoneasabestpracticetoprepareandcoverallnecessaryinformationandsteps.Reviewthefollowingarticletipstoleadingconferencecalls:entrepreneur.com/article/243382.
6. COLLECTPOTENTIALASSETS
Theprocessofcollectingcreativeassetscanfallonvariousdigitaladvertisingprofessionals,butmostlyfallstothetraffickeroradopsprofessionalontheagency-side.Theseassetsarethefilesthatactasthebuildingblocksofapieceofcreative(singleadvertisement).Onecreativecanconsistofmultipleassets,dependingonhowitisdesignedandconfigured.Reviewthefollowingresourcesformoreoncreativesandanintroductiontocreatives:https://wiki.appnexus.com/display/industry/Creatives.
Oncecreativeassetshavebeenobtained,theywillneedtobetestedaccordingtotheQA(qualityassurance)process.Anindustrybestpractice,QA,isanongoingprocessandessentialinsafeguardingasmoothandsuccessfulcampaignlaunch.LearnmoreabouttheimportanceofQAinsectionC4ofthisguide.
Usingtheinsertionorderrequirements,thedigitaladprofessionalwillneedtobuildcreativestrategythatconsidersthenumberofadstobecreated,theirformats,sizes,creativeassets,filetypes,inclusionofrichmedia,andtraffickingneedsofspecificassetsand/ortags.Itisimportantthatthemediabuyerandsellerareworkingonthesamesetofcreativespecifications.
Thecreativestrategydetermineswhichparty(buyer,seller,or3rdpartyvendor)willretaintraffickingcontroloverthecreativeassetsthemselves(whichmayinvolvecreativedeliveryand/orcreativeintake).Thisstrategy
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alsodetermineswhichpartieswilltrafficredirecttagsthat“call”thecreativeassetsfromtheappropriatepartner’sserver,trackingitsdeliveryandmeasuringperformancealongtheway.
• Iftheadvertiser/agencyhoststhetags,theymaintaintheflexibilitytomanagethecreativeassetsontheirend,providesthemwithmoreinformationabouttheircampaign,thusprovidingthemwithaddedcontrol.
• Ifthepublisherhoststhetags,theadvertiserlosestheflexibilityofmanagingthecreative.Iftagshaveproblems(break),thepublishercanmanagetheassetsandfixthemontheirendastheyhavefullcontrol.However,whentheagency-sidehosts,thepublishermightberequiredtosendthetagsbacktotheagencywhichcanleadtocampaigndown-time.
Readthefollowingintroductiontoadtags:digitaladvertising-101.com/blog/digital-101-understanding-ad-tags#.WUg0vhPytTZandmakenoteofoneofthemainbenefitsforadvertiserstraffickingtheirownadtags.
Theuseoftagsaffectsmarketersdifferentlythanitaffectsadvertisersandpublishers.Readthefollowingarticlesformoreon3rdpartytags:
• 3rdpartytagimplementation:adgear.atlassian.net/wiki/pages/viewpage.action?pageId=20643870• Trafficking3rdPartyCreativesbyDoubleClick(Google):
support.google.com/dfp_premium/answer/1746123?hl=en&visit_id=1-636326526630329398-1852865771&rd=1
DigitaladvertisingisundergoingatransitionfromusingflashtoHTML5.ReviewthefollowingIABguidelinesformobiledisplayaftertheconversiontoHTML5:iab.com/wp-content/uploads/2016/04/HTML5forDigitalAdvertising2.0.pdf.
Candidatesshouldalsohaveasolidunderstandingoftrackingtags.Trackingtags,oftenimplementedaspixels(transparent“.gifs”),areplacedonasiteoradcreativetotrackuserevents.Itisbestpracticefortrackingtagstobeinplacebythetimethecampaignisreadytogolivesuchasconversionandretargetingtags,whileimpression,click,andinteractiontrackingtagscanbeimplementedduringthetraffickingprocess.
Itisimportantthatallpartiesbeawareofsitespecificationforexecutingthecampaign.ReviewthefollowingresourceforGoogle’sCollectsitespecsarticleforanexample:support.google.com/richmedia/answer/2417553.
7. ALIGNCREATIVEASSETSWITHMEDIAPLAN
Afterthecreativeassetshavebeencollectedandtested,itistimetoalignthemwiththemediaplan.MediaplansstemfromtheRFPthat’ssenttothepublishertocomplete.Whenthepublishercompletestheproposal,theagencycanthencreatethemediaplan.
Adprofessionalsshouldhaveknowledgeofmediaplansandhowtheyplayintothedigitaladvertisingenvironment.Performance-basedmediaplanswillshowcustomerengagement,wherefixedmediaplansshowflatratesandimpressiongoals.
Thisstepisoftenthejobofthemediaplannerontheagency-side,butstillagoodpracticeforanyonesettingup
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thecampaigntoQAthesitespecsandassetstothemediaplan.Thelineitemsinthemediaplanidentifycustomerengagementandwhethertheadvertiser’sgoalsarebeingmet.Comparethecreativeassetstoensurethatthefollowingdetailsmatchthemediaplandetails:placementsizing,weightingpercentages,sequencing,additionalmetrics(e.g.,audience,spend),A/Btestingorcreativerotationrequirements,andanyuniquetaggingstrategies.Finally,makeanynecessaryupdatestothemediaplanasneeded.
Readthefollowingarticletofindouthowprogrammatichaschangedmediaplanningandbuyingfortheindustry:exchangewire.com/blog/2015/11/12/how-programmatic-has-changed-media-planning/.
EXAMDETAILS–CONENTAREAB:Knowledge,skills,andcapabilitiesrelatedto“GatherPre-CampaignInformation”willcompriseof16questions(20.0%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.
C. EXECUTINGTHECAMPAIGN
1. CREATETRAFFICSHEET(AGENCYSIDE)
Thefirststepintheprocesstocampaignexecutionistocreateatrafficsheet.Trafficsheetsaretypicallycampaign-basedspreadsheetscontainingessentialcreativedetailsorganizedbyindividualplacement.
Attention-to-detailiskeyduringthisstepduetothenumbervariablesinvolved.Whencreatingthetrafficsheet,theagency-sideadprofessionaldetermineswhichplacementstoinclude,thead(s)associatedwiththoseplacements,creativesandclick-through(landingpage)URLs,andstartandenddates.Itisimperativethatthetraffickertestandconfirmfunctionalityofallclick-throughURLs.Thetrafficsheetcanalsoinclude:advertiserandcampaigndetailsaswellascreativeinstructionsornotestosuccessfullylaunchthecampaignandshouldbeadirectextensionofwhathasbeendetailedonthemediaplanandIO.
Oncethetraffickerhascompletedandverifiedthateverythingiscorrect,theytypicallysendthetrafficsheettotheirinternaltraffickingteam.Reviewthefollowingtrafficsheetexample.
Exhibit11.SampleTrafficSheet
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Adservers,suchasDoubleClickbyGoogle,havetheoptiontoinputnecessarycampaigndetailsbyplacementintotheplatformdirectly.Likemanyadservers,theyhavethecapabilityforbulkcreativeassignmentchanges.
2. BOOKCAMPAIGNINADSERVER(PUBLISHERSIDE)
Whiletheagency-sideisworkingonthecreativeassets,thepublishercanbeginbookingcampaigndetailsintheirinternaladserverwiththenecessarycampaigndetailsaccordingtotheIO.Toeffectivelybookacampaign,itisnecessarytounderstandadserverhierarchies.Hierarchiesclassifythestructureinwhichtheadserverstoresanddeliversinformation.Adserverstructureandtheirhierarchiescanvarybyorganization.Belowisanexampleanadserver’shierarchy.
Exhibit12.AdServerCampaignHierarchyStructureExample
• Advertiser:Theorganizationintheadserverthatiscreatinganddistributingthecommercialmessage.Eachcampaignisassociatedwithanadvertiser.Theadvertiser,ortheadopsprofessionalrepresentingtheadvertiser,willinputthecampaigninformationintotheserver.
• Campaign:Thebasicframeworkformanagingyouradvertisinginanadserver.Campaignsareassociatedwithanadvertiserandcontaincreatives,ads,andplacements.
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• Site:Therepresentationinyouradserverofawebsite,partofawebsite,orgroupofwebsitesfromwhichanadvertiseroragencyhaspurchasedadspace.
• Package:Thegroupingofplacementsthatshareschedulingandpricinginformationandareassociatedwiththesamesite:
o Apackagecanbeusedforanygroupofplacements.Reportingwillshowthesumofimpressionsservedtoallplacementswithinthepackage.
o Aroadblockistypicallyagroupofplacementsononewebpage.Inmostcases,aroadblockarrangementismeanttoensurethatonlyonecampaignisdisplayedatanygiventimeonthatwebpage.Thegroupingofplacementspreventsothercampaignsfrombeingserved.
• Placement:Thecompletedescriptionofanareawithinawebsitewhereadswillbeserved,includingpricinginformationandinformationonthedimensionsofthecreative.Adsmustbeassignedtoplacementsbeforetheycanrun.
• Creative:Themediapackagethatisdeliveredtoconsumerstoconveytheadvertiser’smessageattheplacementlevel.Eachcreativegenerallyconsistsofatleastoneasset,suchasanimagefile.Thesecreativescanalsocontainotherinformation,suchasanameforthecreative.Richmediacreativeassetscanincludeflash,HTML,andotherfiletypesandtypicallyincludeabackupimagefilethatcanbedeliveredtobrowsersthatareunabletoloadtherichmediacontent.
Withintheadserver,anadvertisercanhavemultiplecampaigns,eachofwhichcanhavemultiplesites,whichcanthenhavemultiplepackagesandsoon.
Tobookacampaign,theadprofessionalshouldhaveastrongattention-to-detailbyadprofessionalsandknowledgeofreadyingandidentifyingthestructureofanIO,adservers,andinventoryandtargetingcapabilities.
First,theywillneedtocreatethecampaignstructureandincludeany/allgoals.Atthispointtheywillcreateindividuallineitems,essentiallyreplicatingthedetailsintheIO.Pricingorrateinformation,startandenddates,andanyadditionalrequirements(e.g.,frequency,weighting)willalsobeaddedintotheadserveratthistime.Targetingcanbeincludedatthecampaignlevelbutwilllikelybeatthesite,package,orplacementlevel.
Oncealldetailshavebeenconfirmedanddouble-checked,theadprofessionalcanbookthecampaign,orsetit“live”forlaunch.Thismeansthatthecampaignwillstartrunningbasedonthestartdateintheadserver.Itiscommonforadprofessionalstosetupacampaignandleavetheminactiveuntilallnecessaryassetshavebeenloaded.
Whentheorderisopened,thebuy-sideadopsprofessionalimplementsconversiontagsontheadvertiser’ssitetomeasurepost-viewandpost-clickconversionsthatoccurbecauseofthecampaign.Conversiontrackinginvolvespixel-sizedtagsthatareusedtomeasuredesiredactionsthatfollowavisitor’sarrivalonapagebecauseofviewingorclickingonanad.Theseactionscanincludeviewsorclickstoanonlinepurchasepage,aregistrationorsign-uppage,oranotherkeypagethemarketerswishtopromote.Conversionsarerecordedwhentheusereitherviewsorclicksanadandisredirectedto(visit)theadvertiser’ssitewheretheconversiontag(webbeacon)isimplemented.Aconversioniswhenauserperformsaspecificaction(definedbytheadvertiser),becauseofapieceofadvertisingtheywereexposedto.Thatconversionistrackedbyaconversionpixel(webbeacon),implementedontheadvertiser’ssite.
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Aconversionisattributedtothemediawhenthedesiredactionistakenwithinthespecifiedwindowoftimesetbythemarketer.Forexample,ifavisitorviewsthead,thenclicksonit,andisredirectedtotheadvertiser’ssiteandcompletesadesiredbehavior(e.g.,completingaregistrationformwhereataghasbeenimplementedfortracking),aconversionwillberecorded.Dependingontherules,goals,andnegotiatedtermsofacampaign,aconversionmayalsoberecordedwhenavisitorviewsanad,doesNOTclickonit,butthenlatervisitstheadvertiser’ssitetocompleteadesiredbehavior.Thisiscalledaview-throughconversion.Thenegotiatedperiodthroughwhichpost-clickandview-throughbehavioriscountedasaconversion(i.e.,theconversionwindow),variesdramaticallyacrossindustry,company,andmarketinggoals.
3. GENERATETAGS(AGENCYORVENDORSIDE)
Successfultaggenerationrequiresadeepunderstandingofadservers,tagtypes/capabilities,sitespecifications,andindustrystandardsandguidelines.Reviewthefollowingresourcesforahigh-leveloverviewofadtags.Understandhowtoidentifytags,theircomponents,andhowtobreakthemapartwhichisusefulfortroubleshootingtags.Knowledgeoftagsisnecessaryforadprofessionalsandcrucialforthesuccessofacampaign.
• AppNexus–AdTags:wiki.appnexus.com/display/industry/Ad+Tags• AdOpsInsider–WhatareAdTags:adopsinsider.com/ad-ops-basics/what-are-ad-tags• AdOpsWorld–TypesofTags:adopsworld.com/adtraffic.php#tags
Duetotheever-growingcomplexitiesandthenatureofdigitalcampaigns,mostadopsteamsdonotbuildtagsandcodefromscratch.Usinga3rdpartytagsystemoradigitalcampaignmanagementsystemallowsyoutoeasilybuildandtailorthetagstoyourcompany’sneeds.Tagscanbegeneratedbasedonthetypesofreportsyouthinkyouwillbepulling,thecomplexityofanadcampaign,orchoosetoassociatethemwithpricing.Reviewtheseinstructionsforgeneratingtagsthrougha3rdpartytagcreator:support.google.com/dfp_premium/answer/177207?hl=en.
Toexecuteacampaign,youmusthaveaccessto3rdpartypixelsandensurethatclicktrackers(ifapplicable)areinplaceforthedatacounttowardscampaignobjectives.Itisimperativetocreatetagsthatbestmatchyourcampaigninitiativeandplacement.SupposeyouhaveaCPCcampaignforyourmobileplacement,youwillwanttoenlistaclicktrackerwithyourcreativethatisadaptedtoworkwithaniPhone.Reviewthefollowingarticleforanoverviewofthevarioustags:support.google.com/dcm/partner/answer/2826636?hl=en.
Knowledgeof1stand3rdpartydataiscrucialingeneratingtags.Thetagsthatareconnectedtothesepartieshelpcreatethedatawhichwillbeusedforanalyzingcampaignperformance.
• 1stpartytagsanddataisgeneratedbyyouregardlessofthepositioninthevaluechain.1stpartytagsareidealforassetcontrolanddatamanagement.Ifyouworkforanagency,thatagencymightbeconsidereda“3rdparty”fromthepublisher’sperspective.
• 3rdpartytagsanddatatypicallycomefromlargercompaniesordataorganizationsthatfocusonbroaderresearchforadvertisers/publishers.Inaddition,3rdpartytagsareoftenusedfordemographic,behavioral,andcontextualtargeting.
Findoutmoreabout1stand3rdpartiestagshere:taginspector.com/wp/evolution-of-marketing-tags/.
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Readthefollowingarticleabout3rdpartytagsfromAdGear,anadservertechnologyandservicecompany.WhileyoumaynotuseAdGearfortagimplementation,payattentionto3rdpartytags,theircomponents,andhowtheyareimplementedinanadserver:adgear.atlassian.net/wiki/pages/viewpage.action?pageId=20643870.
Togeneratethetags,theagency/vendorwillneedtoreviewandverifythetrafficsheet’saccuracy,implementtheservingstrategy,uploadthecreativeassets,andassignthemtocreativeplacements.Thetagswillthenneedtobetested.AfterpassingtheQAtest,theywillneedtobesenttothepublisher.
Knowledgeofwebdebuggingtoolscanassistwithtroubleshootingneedsbytracingadrequests,viewingtheresponsesreturnedfromthoserequests,andidentifyingwheregapsandproblemsemerge.Thefollowingareexamplesofwebdebuggingtoolsusedforperforminginitialdiagnostics:
• GoogleChromeDevTools:developer.chrome.com/devtools• Fiddler:telerik.com/fiddler/web-debugging• Charles:charlesproxy.com
4. QATAGS
Thequalityassurance(QA)processfortagsisanongoingandnecessarystep,astagsaremadeupofcodewhichcanbreak.ReadthisarticletolearnmoreabouttheimportanceofQAindigitaladvertising:clickz.com/the-importance-of-qa/60150.
Thetagswillneedtobetestedlocallytoverifycreativemessagingandclick-throughURLfunctionality.Inadditiontolocaltesting,creatingapublisher-sidetestpageisagoodpractice.Testpagescheckthefunctionalityofatagandconfirmproperimplementation.Many3rdpartyvendorscanprovidetestpageswhilesomepublisherswilluseinternally-createdtestpages.ThefollowingarticlebyDoubleClickforPublishers(DFP)isagreatexampleofapublisher-sideadserverwiththecapabilityofcreatingtestpages:support.google.com/dfp_premium/answer/3531775?hl=en.
TypicalstepsintagQAinclude:• Createthetestpage• Implementthetagontothetestpage• Ensurethatthecreativeandmessageload• Ifrequired,takeascreenshotofthecreativeafterithasloaded• Testfunctionalitybyclickingonthecreativetoconfirmthatthecorrectlandingpageisassociatedto
thatcreative• Testthetagmultipletimesandacrossdifferentbrowsersis• Foraction-basedcampaigns,completeatestconversion(somesortofendpurchaseorsign-up)• Confirmdatacollectionfromtheimpressions,clicks,andconversion
AQAchecklistcanhelpensurethatallstepsbefollowed.Checklistscanvarybyorganization,butreviewthefollowingexample:info.operative.com/hs-fs/hub/257502/file-1522936391-pdf/OPSQA.pdf
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Regardlessoftheexactroleordepartmentofadigitaladprofessional,itisusefultoknowtheirinternalQAprocessandfindunderstandwhatQAtoolstheyuse.Thesetoolscanhelppinpointissueswithcreativesandtags.ReviewthefollowingarticleforalistofcommontoolsadtraffickersmightuseforQAtesting:adtagmacros.com/2014/09/every-ad-trafficker-should-havetools-for-advertising-qa-testing.html.
5. IMPLEMENTTAGS
Afterreceivingthetagsandconductingqualityassurancetesting,thepublishertraffickerwillberequiredtoimplementthetagsintotheadserveralongwithanyothercreativecomponents.
Thefollowingisalistofcommonstepsforimplementingtagsintoanyadserver.• Confirmreceiptoftags• Theagencyistypicallynotifiedthatthepublisherhasreceivedthenecessaryassets• Uploadtagsintotheadserver• Insertmacros(e.g.,cache-busters,click-tracking)
o Acache-busterisanimportantelementtoconsider.Itisauniquepieceofcodethatpreventsabrowserfromreusinganadthathasalreadyseenandcached,(savedtoatemporarymemoryfilewithinthebrowser).Havingacache-busterinplaceisveryimportantforalldigitaladvertisingcampaignstohelpwithinventorymanagementandminimizediscrepancies.Note:Mosttagsdonotautomaticallyincludeacache-bustertagbydefault.Reviewthefollowingformoreoncache-busters:adopsinsider.com/ad-ops-basics/what-is-a-cache-buster-an.
• Implementanyadditionaltracking(e.g.,surveys,adverification)o Adverificationisaservicefocusedondeterminingappropriateexecutionofinternet
advertisingcampaigns.Aprocesswhichattemptstoverifythatoneormoreattributesofaservedonlineadhavebeenexecutedinamannerconsistentwiththetermsspecifiedbytheadvertiseroragencyandagreedtoaspartoftheadcampaignterms.Tolearnmoreaboutadverification,reviewatthefollowingIABguidelines:iab.com/guidelines/ad-verification-guidelines/andclickthe‘DownloadHere’buttonintheGuidelinesfortheConductofAdVerificationsection.
• Previewcreativetoensurecorrectmessageandproperloading• Settargeting(e.g.,creativerotation,weighting)• Assigntagcreativetolineitems• Confirmsetupforlaunch• Theadprofessionalthensetsthecampaignin-flight,orofficiallylaunchesthecampaignintheadserver
o Note:Thecampaignshouldbeginaccordingtothestartdateforthecampaign(followingtheadserver’scampaignhierarchy).Forexample,iftheadprofessionaltheissettogoliveonJune1st
withaplacementorlineitemwithinthecampaignsettostartonMay1st,theindividualplacementswillnotstartrunninguntilthecampaignstartdateofJune1st.
Thesestepsrequireastrongattention-to-detailandtypicallycallsforasetofnecessaryskillsandknowledgeforanadprofessionaltosuccessfullyimplementtags.Someofthosecaninclude:knowledgeofadservers,tagsand
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differenttagtypes,targeting,andmacros.Inaddition,adprofessionalsmayberequiredtohavebasiccoding,computing,andwebproxyskills.
6. CONFIRMCAMPAIGNLAUNCH
Withthetraffickingprocessandpre-launchtestingcomplete,theadprofessionalisreadytolaunchandconfigureassets.Thecampaignwillneedtobesetin-flight/liveintheadserverandthenverified.Verificationiscompletedbycheckingthattheadisrunningproperlyandthatbothadserversystemsarecallingtheviewandclickportionsoftheadforcountingandreportingpurposes.
Reviewthefollowingstepstoconfirmingasuccessfullaunch:• Confirmthatthecampaignstatusissetlive(turnedonintheadserver)• Tryloadingthecampaignacrossdifferentbrowsersandtakescreenshots
o Therearemanyscreenshotprogramsavailabletoachievethisstep• Makenoteofanyhighimpactads(adsthatcanincreaseexposuresuchas:IAB’sRisingStarsadunits,
overlays/takeovers,andpre-rollvideoads)• Pullreportstoconfirmdeliveryandidentifypotentialdeliveryissuesordiscrepancies
o Checkthatbothadserversystemsarecallingtheviewandclickportionsoftheado Note:Adserverdataloadtimescanvary,andreportingexportsmaynotbeavailableuntilthe
nextday• Finally,notifyallpartiesofasuccessfulcampaignlaunch
EXAMDETAILS–CONENTAREAC:Knowledge,skills,andcapabilitiesrelatedto“ExecutingtheCampaign”willcompriseof10questions(12.5%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.
D. MONITORINGTHELIVECAMPAIGN
Inthissection,candidateswilllearnthenecessarystepsforstrategicandanalyticaloperationsrequiredtoensurethefulfillmentandsuccessofdigitaladvertisingcampaigns.
1. CHECKCAMPAIGNDELIVERYANDPACING
Initialreviewcantypicallybeseenataglanceinthedashboardandthefirstreportshouldbepulledafterthecampaignhaslaunched,orassoonasasufficientsetofdataisavailable.Inadditiontotheinitialreport,deliveryandpacingshouldbemonitoredinanongoingbasis.PacinganddeliveryiscriticaltothesuccessofacampaignalongwithanyotherKPIsthathavebeenoutlinedinthecontract.Mostadserverstrackdeliverywiththepercentageofthecampaigngoalisexpectedtodeliver.Ifthecampaignisshortofitsgoal,theadserverwilltrytoincreasepacing,ormanualupdatescanbemade.Ongoingcampaignreviewscanidentifyproblemsearly.Pacingisthepercentageoftotalimpressionsthathavedeliveredatthistime,comparedtotheoverallimpressionscontractedforthecampaignandaccordingtotheIO.
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Ifpacingforover-orunder-deliveryisthecase,pulldetailedcampaignreporting(e.g.,hourlybyday,creativebyday,domainreporting)todeterminethereasonandcreateadiscrepancyreport.Analyzethereportfindingsandmakecorrectionstoimprovedelivery.Atthispointdeliveryandpacingfindingsshouldbecommunicatedtocampaignstakeholders.
Reportingtimeframesandschedulescanvarybycampaignandorganization.Somecampaignmayrequirefrequent(daily/weekly)pullswhileothersmaycallforless(monthly/quarterlyreports).Recurringreportscanbescheduledanddeliveredtomultiplerecipientsandshouldbedeterminedbythepartiesinvolved.Frequentcampaignreviewscanidentifyproblemsearly,troubleshootliveissues,andavoidescalateddiscrepancies.
Thereareseveraltypesofreportsthatmayneedtobepulledforthecampaign.Theycanrangefromyour(1stparty)reportsto3rdpartytrackingreports.ThisAdOpsInsiderprovidesinstructionstopulldailyreportingforsomecommon3rdpartyadservers:adopsinsider.com/ad-ops-basics/adops-guide-pulling-3rd-party-ad-server-reports-with-daily-breakouts.
2. OPTIMIZEWITHINCONTRACTPARAMETERS
Itiscommontohaveseveralreportsscheduledanddeliveredeachdaytoidentifyareasofoptimizationanddetectperformanceproblemsearlybeforetheybecomeescalateddiscrepancies.Whenreviewingthesereports,itisimportanttohaveknowledgeoftheadvertiser’sKPIs,campaigngoals,contractparameters,andcampaignsetup.ItisgoodpracticetohavetheIOandcampaignnoteson-handwhilereviewingreporting.Dependingontheorganization,adprofessionalswillcollaboratewithinternalstakeholderstoreviewimportantupdates.Priortoinvolvingotherteams,itistheadprofessional’sjobtopulltheappropriatereportsandgatherfindingswhichcanincludeareasofoptimizationandanyproblematicissuesthatmayoccur.
Areasofoptimizationcaninclude:• Frequencycap(fcap)changes
o Forexample,acampaignwitha1/24fcapmeansthatitwillonlyserveoneadper24-hourperiodperuniqueuser.Increasingthatfcapto2/24or3/24canincreaseexposureanddeliverybutshouldbedonewithincontractparameters.Thisoptionmaynotworkifthereareseveraltargetingrestrictionstothecampaignwhichcanreducethereachofuniqueuserssignificantly.Runningauniqueuserreportwouldbeagoodideainthiscasewhichwouldrequireknowledgeofvariousreportsandcriticalthinkingskills.
• Targetingupdateso Removingextratargetingfilterscanincreasedelivery.o Inventoryavailabilitycanchangeunexpectedlyandchangestocampaigntargetingcanresolve
thisissue.o Excludingpoorperformingsitescanincreasecampaignperformance.o AdvertiserscanalsotargetacampaignusingspecificwordsthroughplatformssuchasAdWords
andAdSense.• Campaignpriority
o Ensuringthatonecampaignrunbeforeanothercansometimesaccommodatetheadvertiser’s
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campaignstrategy.• Shiftingimpressionswithinapackage
• Supposeapackagehas3placementscappedat350,000impressionsand2ofthose3placementsarepacingslow.Itmightbeagoodideatogivepriorityorshiftimpressionstotheplacementthatisperformingbetter.
Oncenewoptimizationopportunitiesareapprovedbytheagency/advertiser,theadprofessionalcanbeginoptimizingthecampaignmanuallyorwiththehelpofa3rdpartyoptimizationtechnology.
3. PROPOSEOPTIMIZATIONCHANGES
Therearemanydecisionstomakeindeterminingthebestpathfortheadvertiser.Optimizationsshouldalwaysbedoneinconcertwiththecampaignstakeholders.
AreasofOptimizationandRecommendationstoLookFor:• Campaignelementsthatcanbeturnedoff• Shiftingbudgettobetterperforminginventory• Recommend
o Newsites(offthewhitelist)o Targetingchangeso Flightdatechanges(i.e.,extendingthecampaignflightdate)
Withanytypeofoptimization,itisimportantthatallinvolvedpartiessign-offonthechangesbeforeexecutinganycampaignmodifications.Inmostinstances,ifeachsideisopenandcommunicative,thisprocesswillgosmoothlyasbothsidesasthepublisherandadvertiserwantthecampaigntosucceed.
4. EXECUTECAMPAIGNMODIFICATIONS
Inadditiontooptimizationchanges,executingcampaignmodificationscanoccursuchas:• Internalstakeholderscanmakerequests(e.g.,internalsiteissues,competitiveseparation,etc.)• Advertisersandagenciesmightrequestcampaignmodificationsthatcanimpactpacing(i.e.,additional
targetingrestrictions)
Itislikelythattheadprofessionaltopulladditionalaudienceandinventorydatatoconfirmwhetherthecampaigncanmeetthenewrequirements.Familiarityoforganizationalprocessesareimportanttothesuccessofthecampaign.Whethertherequestisinternalorexternal,allchangesneedtobecommunicatedandconfirmedwithkeystakeholders.
5. PERFORMBILLINGANDRECONCILIATIONACTIVITIES
Performingbillingandreconciliationactivitiesisanimportantstepandinvolvesmanydepartments.Thedeliveryandpacingreportsreviewedbefore,canassistwiththisstep.WhileexactbillingandreconciliationquestionsarenotdirectlyassessedontheIABexam,discrepanciesandmake-goodsplayapartinthisprocessandalldetails
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shouldbecommunicatedtobilling.Formoreinformationonmake-goods:hashtag-labs.com/make-good-campaign.
Activitiescaninclude:1. Pullfinaldeliveryreportsastheywillbeusedtocreatetheinvoiceforpayment
a. Ifunder-deliveryisnotcaughtduringthelivecampaign,determinetheneedforamake-goodanditsscale
2. Confirmthatratesarecorrect3. Compare1stand3rdpartydeliveryreport(i.e.,discrepancyreport)
a. Ifdiscrepancyoccurs,besuretoinvestigateandpullanyadditionalreportsasneeded4. Comparedeliveryagainstinvoice5. ComparetheinvoicetotheIO
a. BillingtermsshouldbereferencedfromtheTs&CsduringthisstepNote:Allfindingsshouldbecommunicatedwithaccountingandanycampaignstakeholders.
EXAMDETAILS–CONENTAREAD:Knowledge,skills,andcapabilitiesrelatedto“MonitoringtheLiveCampaign”willcompriseof11questions(13.8%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.
E. IDENTIFYINGTROUBLESHOOTING
Inthissection,candidateswilllearnhowtobeproactiveandconductinvestigativetestingtoavoidproblemsandmaintainsuccessindigitaladvertisingcampaigns.
Troubleshootingistosolveaproblembyconductingaseriousoftestswiththepurposeofidentifyingtheproblemandtestingvariousfixes.Conductingongoingqualityassuranceandoptimizationreviewsthroughoutthelifeofacampaigncanhelpstayaheadofpotentialissuesandensureoptimalperformance.Unexpectedcampaignissuescanoccur,anditisthejoboftheadoperationsteamtomanagethem.Regardlessoftheoutcomeoftheinvestigation,itisimportanttocommunicatesignificantcampaignchangesandfindingstomanagementandkeystakeholders.
1. TROUBLESHOOTCREATIVE
Troubleshootingcreativeinvolvesthebrandmessageaswellascreativeguidelines.Knowledgeofcreativetypesandtheirbehaviorsarenecessaryforthisstep.
Reviewthefollowingcreativetroubleshootingexamples:• Incorrectcreativemessage
o Forexample,anathleticbrandisrunningacampaignforanewpairofshoesbutthecreativeshowssoccerequipment.Thisshouldbecommunicatedimmediatelytothepartyresponsibleforthecorrectcreativemessagetoavoidmissingcampaigngoals.Sendingascreenshotinthiscaseisagoodpracticetogettingtheissueresolved.
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• Click-throughURLdoesn’tworkorgoestotheincorrectlandingpageo Thiscanincludeassociatingthewronglandingpagetothecreativeorbreakingthelandingpage
duringsetup.
Knowledgeofsitespecificationrequirementsandindustrystandardscanhelpavoidthefollowingexamples:• Lackofborderscanportraytheadaspartofthesitecontentandsendamisleadingmessage.Adunits
mustbeclearlydistinguishablefromnormalwebpagecontentandhaveclearlydefinedborders,notbeconfusedwiththenormalpagecontent.
• Transparentbackgroundo Ifacreativehasatransparentbackgroundasopposedtoasolidcolor,thecontentmaybleed
anddistortthemessage.Overlayrichmediaadscancauseproblemsifthecreativehasatransparentbackgroundthatblendswiththepartofthesiteinwhichitexpandsto.
• PublishersmightrequirethattheadvertiserURLbedisplayedontheactualcreativeitselfo IftheURLismissing,thiscangoagainstthepublisher’ssiterequirementssoitisinthebest
interestoftheadvertisertogetthecorrectcreativeoverassoonaspossible.Knowledgeofpublisherrequirementsandsitespecificationsisimportantintroubleshooting.
2. TROUBLESHOOTTAGS
TroubleshootingtaggingalsorequiresongoingtagQAandoptimizationscanhelpavoidescalations.ConductarepeatoftheQAprocess,investigateanyissues,andworktoresolvethoseissues.Ifthetagwasbuiltexternallyandcan’tbefixed,itwillneedtobesentbacktobereplacedorfixed.
Reviewthefollowingexamplesofwhyonemighttroubleshoottags:• Thecreativedoesn’tloadinthetag
o Additionaltestingwillneedtobedonetounderstandthereasons.Note:Ifthetagwasbuiltexternallyandcan’tberesolved,itwillneedtobesentbacktobereplacedorfixedbytheadvertiser/agencyresponsibleforthetags.
• Incorrectdimensionsandfilesizecancausethetagtonotload.Knowledgeofsiterequirements,tagtypesandtheircapabilitiescanhelpavoidthesetypesofproblems.
3. TROUBLESHOOTDELIVERY
Troubleshootingdeliverycanoccurwhenunanticipatedproblemsarise.Ongoingdeliveryreviewscanavoidmissedgoals,over-delivery,andmake-goods.Troubleshootingdeliverycanfallintoatleasttwodifferentcategories:acampaignthatispacingtodeliverbutisnotfulfillingKPIsoracampaignthatmaynotbedeliveringatall.ThedeliverybeginswiththeQAprocess,investigatinganydeliveryissues,andworkingtoresolvethem.Fromcreativeandtaggingissues,tofraudulentbehavior,campaigndeliverywillmostlikelybeeffected.
Examplesonemighttroubleshootdelivery:• Pacingloworhigh
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o Reviewthemediaplantoconfirmthatthepacingbudgetsaresetcorrectlyintheadserver.Ifsetupcorrectly,looktootherareasthatmayaffectthedelivery(e.g.,targeting,frequencycaps,flightdates).Incorrectsetupofthecampaigncancausethecampaigntoendearlyortheinverse,under-deliveryandresultinamake-good.
• Althoughthecampaignisrunning,thereisnodatainthedashboardo Thiscouldbearesultofbrokentrackingpixels,soit’simportanttounderstandthepossible
scenariosandcometoaresolutionassoonaspossible.
AlargemajorityofthisportionoftheDMMFCexamreliesonunderstandinghowtocalculateunder-andover-deliveredimpressions,reportingsurroundingrichmedia,andanalyzingperformanceoflivecampaigns.Itisrecommendedtoreviewhowpricingcalculationsforcampaigns,andunderstandhowpricinganddeliveryareintertwined.Whenacampaignisunder-delivering,thebudgetisnotbeingmet.Whenacampaignisover-delivering,thebudgetmaygoover.Reviewthepricingmodelsagain,butthistimethinkabouthowpricingcanbeimpactedifthereisaproblemwiththecampaign.Asreview,CPA,CPM,andCPCarethethreemostcommonpricingmodelsforanadvertisingcampaign.Afteracampaignhaslaunched,itiscriticaltoknowhowthesepricingmodelsarecalculatedtoensureaccuratebillingandinvoicing.
4. TROUBLESHOOTDISCREPANCIES
Troubleshootingdiscrepanciesarecommontounderstanding1stand3rdpartytracking,andmethodologiescanhelpwiththisprocess.Eachpartyhasanindependentsetofreportsthatcanbeusedtoaudittheother,thisstepinvolvesinvestigatingthosediscrepancies.Ifadiscrepancyoccurs,determineitsdirectionality,origin,andextent,andfinallyresolvetheissueassoonaspossible.Inaddition,itisnecessarytohaveknowledgeoftheacceptedrangeofdiscrepanciesbetweenadserverreporting.ReviewthefollowingGooglesupportarticleforcommon3rdpartydiscrepancies:support.google.com/dfp_premium/answer/6160380?hl=en.
Reportingtimezonescanresultindatadiscrepancies.Supposeyourinternal(1stparty)reportingrunsonPacificCoasttimezone,withthereportingdayendingat11:59amPST.Andthe3rdpartyreportingrunsrunonEastCoasttime,withthedayendingat2:59amPST.Thatthree-hourwindowcanresultinasmalldiscrepancyinnumberseachday.Inadditiontotimezonesandservingmethodologies,lackofcache-bustersinthe3rdpartycreativesandcreativeloadtimesaresomeofthecommonreasonsdiscrepanciescanoccur.Knowledgeofindustrythresholdsiscrucialforthisstep.
ReviewthefollowingAdOpsInsiderarticleforinitialstepsforresolving3rdpartydiscrepancies:adopsinsider.com/online-ad-measurement-tracking/resolving-3rd-party-discrepancies/.
5. TROUBLESHOOTFRAUDULENTAND/ORMALICIOUSBEHAVIOR
Troubleshootingfraudulentbehaviorcanoccurduringacampaign.It’simportanttounderstandanddeterminewhatcausedthebehavior.Recommendations,make-goods,andupdatestotheblacklistmaybenecessaryatthisstage.
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Somecommonreasonsforfraudulentand/ormaliciousbehaviorcaninclude:• Bots(Robots):Automatedscriptsusedtosimulatehumanactivity.Useofadverificationservicescan
ensurethatcampaigntrafficisbeingdeliveredtohumans.• Adstacking:Afraudtechniquewheremultipleadsarelayeredontopofoneanotherinasingle
placement.• Pixelstuffing:Atechniquebywhichadsaresurreptitiouslyinsertedintowebpageswithoutgettingthe
properpermissionofsiteownersorpayingforthoseextraads.
Inanycase,providingscreenshotsisagoodpracticeifescalationsoccur.
6. TROUBLESHOOTTARGETING
Troubleshootingtargetingrequiresongoingcampaignreviewstohelpcatchproblemsbeforetheyescalate.TroubleshootingtargetingbeginswiththeQAprocess,requirestheinvestigationofanydeliveryissues,andworkingtoresolvethem.
Asmentionedinthetroubleshootdeliverysectionabove,targetingcanresultinmisseddeliverygoalsorover-delivery.Thefollowingaresomeexamplesonemightinvestigate:
• Incorrectgeo-targetso SupposeaconcertvenueisrunningacampaignforashowattheGreekTheaterinLosAngeles,
butthegeo-targetingissettoeverystateasopposedtothecontractedtargetofCalifornia.Thecampaignmightseemtobepacingaccordingtotheimpressions,butengagement(click-throughandticketsales)islowwithveryfewclicksandanextremelylownumberofsales.Accordingtotheadvertiser’sKPIs,thecampaignisfallingshort.Settingthecorrecttargetinglocationcanincreaseengagementandresultincampaignsuccess.
• Demographictargetingo Aproducttargetedtopeople21andoverwouldrequireagerestrictionsinthecampaignof
either18+or25+toavoidescalatedissues.• Toomuchtargetingortoomanyrestrictions
o Supposeacampaignhasthefollowingfilters:males18-24,acrosstwentyzipcodes,andtargetedto4lifestylesegmentsmighthaveanaudiencepoolof15,000users.Asmallsegmentlikethiscanresultinmissedgoals,andidentifyingtheseissuesearlyoncanavoidmake-goods.
EXAMDETAILS–CONENTAREAE:Knowledge,skills,andcapabilitiesrelatedto“IdentifyingTroubleshooting”willcompriseof12questions(15.0%)ofthe100gradeditemsontheIABDigitalMarketing&MediaCertificationExam.
F. CAMPAIGNREPORTINGANDANALYSIS
Inthissection,candidateswilllearnaboutcommonreportingusesaswellastheconclusionofdigitaladcampaignswithsupportivedataandpresentations.
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1. GENERATEANDSCHEDULEREPORTS
Performancereportsarehelpfulcommunicationtoolsduringandafteradigitaladvertisingcampaign.Thetype,cadence,format,andscheduleofreportswillvarybycampaign.Thepurposeofthereportcanalsovarybythestageofthecampaign.Forecastinginventorydonebeforeacontractualagreementbetweenbothparties,helpboththepublisherandagencydetermineiftheiradvertisingproposalneedscanbemet.Adeliveryreportpulledimmediatelyafterthecampaignhaslaunched,canensurethateverythingisworkingproperlyandtrackingcorrectly.Aftertheinitialreport,otherreasonsforreportsmayinclude,monitoringcampaignperformance,findareastooptimize,andidentifyingproblems(e.g.,under-delivery,fraudulentactivity,discrepancies).Schedulingavarietyofreportscanensuresuccessofdigitaladcampaigns.Andfinally,post-campaignreportsprovidedataforthelifeofthecampaignandwillbeusedforbillingandreconciliationactivities.Onceyoudeterminethepurposeofyourreport,youcanidentifywhichdetailstoinclude:
• Reporttype(e.g.,overallsummary,dailybreakdown,granularbyplacement)• Frequency(e.g.,one-time,daily,weekly,monthly)
o Metricstoinclude:(e.g.,date,campaignname,adtype,placementsize)• Format:
o Doesthereportingtoolallowforcustomizations?o Willadditionalformattingneedtobedonepost-export(i.e.,Excel)?
Theprocessforpullingreportswillvarybyadserver.Publisheradserverstypicallyenabletheirteamstocentrallyrunon-demandreports,capturingoverallsiteperformanceacrossseveraldifferentadvertisers.Likewise,agency-sideadserversallowtheirteamstocentrallygenerateon-demandreportsfortheirentirecampaign,withouthavingtoaggregateseparatereportsamongalltheirpublisherpartners.
Anynecessaryreportingshouldbeprovidedtokeystakeholderstoensureallpartiesstayup-to-dateoncampaigndelivery.Ongoingcampaignreviewscanhelpavoidsurprisesattheendofthecampaign.
Inadditiontomonitoringdelivery,troubleshooting,andbilling,reportscanhaveotherbenefitsfordifferentteams.Reasonsfordifferenttypesofreportscaninclude:
• Historicaltrends:Brandsmaywanttounderstandtheiryearoveryeargrowth/loss.• Brandlift:Sellerscanprovidereportingthatshowincreasedengagementwiththeadvertiser’sbrandas
aresultoftheircampaign.• Upsell:Campaignmanagersandsellersmayutilizepositiveresultstoupsell(e.g.,increaseinbudget,
additionalcampaigns,moreadtypes,moreproducts).• Justifyspend:Mediabuyersmightneedtoprovidereportingtotheirmanagerstojustifyabonus.• Justifypromotions:Sellersmightprovidereportingtotheirmanagerstojustifyapromotion/bonus.
Formorebestpracticesregardingcampaignreportingandanalysis,reviewthefollowingarticle:clickz.com/6-best-practices-for-digital-marketing-agency-reporting/44582.
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2. PROVIDEBENCHMARKSFORSUCCESS
Ifacampaignisfocusedonbrandawareness,andthenumberofimpressionsdeliveredishowtheperformanceisbeingmeasured(KPI),thenpullingareporttoconfirmthatthecampaigndeliveredinfullwouldbesufficient.However,iftheadvertiserisfocusedonaCall-to-Action(CTA)fromtheuser(e.g.,howmanyclicksonabannerledproductnewslettersign-ups),thentheKPIwouldmightbeclicksorconversions(numberofnewslettersign-ups),ratherthanmeetingimpressiondeliveryrequirements.ItisimportanttoreviewtheIOforcampaigngoalsandKPIs.
Reviewthefollowingscenariosoftestingtoachievetheidealcampaigngoals:• Call-to-Action(CTA):
o SupposeininthefollowingCTAexample,thereportshows100,000servedimpressions,26clicks(lowclickcount),andzeroproductnewslettersignups.Giventhelownumberofclicks,weknowthatwecanimprovethiscampaign’sperformance.Oneoptionwouldbetoincreasethecampaignto200,000impressionsinthesecondweek,toincreasedelivery.Ifthereareonly32clicksafterthesecondweek,weknowthatdoublingthenumberofimpressionsdelivereddidnotdoublethenumberofclicks.Insteadofjustthrowingmoreimpressionsatthecampaigntoincreaseclicksinthethirdweek,analternatesolutionmightincludesomecreativeoptimizationstoenticeuserstoclickonthebannersmoreoftenbyaskingtheagencytoprovidemoredynamiccreatives.
• HistoricalTrends:o SupposeacampaignisscheduledtorunforthemonthofDecemberanditisunder-deliveringat
thestartofthemonth.Areportforasimilarcampaignthatranthepreviousyear,deliveredanincreasingnumberofimpressionsastheholidayseasonapproached.Knowingthis,itmightbeagoodideatowaitbeforeincreasingthedeliveryrightawayasthecampaigncouldstarttoservemoreimpressionsasthemonthgoeson,andultimatelydeliverinfull.Inthiscase,thebeststrategymightbetomonitorthecampaigncloselythroughoutthemonthornotinterferewiththecampaignatall.
Whicheveroptimizationmethodbestsuitsthecampaignbenchmarks,recommendationsshouldbecommunicatedtoallpartiesinvolved,beforeexecutinganychanges.Somechangesmaynotbeacceptabletotheadvertiser,andconversely,advertiserrecommendationsmaynotbebeneficialtothepublisher.Thebestwaytogetapprovalforanycampaignchangesistohavedataandanalysistobackupyourrecommendations.Optimizationsmayrequireabitoftrial-and-error,andpullingreportsaftereachcampaignchangecanhelpindetermineifthosechangesimprovedcampaignperformance.
3. CONDUCTPOST-CAMPAIGNANALYSIS
Post-campaignactivitiesbeginwhencampaignsfinish.Finaldeliveryreportsshouldbepulledtodeterminetheoverallperformanceofthecampaign.Theoverallsummaryreportshouldcoverthelifeofthecampaignandincludedatathatalignswiththecampaigngoals.Note:Theagency-sidepost-campaignanalysiswillrequirereportingfrompublishersandvendors.Whenanalyzingthedata,besuretohighlightsuccessmetrics,identify
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changesmadethroughoutthecampaign,andidentifytheresults.Forexample,abrokentagmightshowadecreaseinsalesandothercampaignoptimizationsmightemphasizeanincreaseinsales.
Inadditiontothefinalreport,campaignassets,screenshots,demolinkstolivecreatives,alistofcampaignchanges,anddocumentationoftheoptimizationresultsshouldbepackagedtoincludeinthefinalanalysis.Allfuturerecommendationsshouldbeprovidedwiththelearningsfromthiscampaignandafinalpresentationmightberequired.
Ifthepublisherisworkingwiththeadvertiserdirectly,thepublisherisresponsibleforcollectingdataandcompilingthereportmaterialstosendtotheadvertiser.Note:Largeradvertisersaretypicallyrepresentedbyanagency.Inthatcase,itistheagency’sresponsibilitytosendallmaterialtotheadvertiser.Agenciesmayalsoworkwithothervendorstotrackspecificmetricsonthecampaign(e.g.,adviewability,adverification).Inthosecases,theagencywillneedtoconfirmallthatall3rdpartyvendorreportingbepackagedwiththefinalreportingfromthepublishertosendtotheadvertiser.Completeanddetailedreportingresultswillgivetheadvertiserconfidencethattheircampaignwasasuccess.
Reviewthe“CampaignDelivery&OptimizationStage”(pg18-22)ofIAB’sWorkflowBestPracticesformoreinformation:iab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf.
EXAMDETAILS–CONENTAREAF:Knowledge,skills,andcapabilitiesrelatedto“CampaignReportingandAnalysis”willcompriseof9questions(11.3%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.
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PARTTHREE:GLOSSARY
TheterminologyusedinDigitalAdvertisingisuniquetotheindustryandcontinuestoevolve.Thefollowingtermsanddefinitionswillbeusefulforstudyingfortheexamandprovideyouthewiththefoundationalknowledgeyouneedtoexcelinyourdailytasksandcareers.VisitIAB’spublishedaGlossaryofInteractiveTermsformoreindustryterms:wiki.iab.com/index.php/Category:Glossary.
TERMSANDDEFINITIONS
AABOVETHEFOLD(ATF):Thepartofawebsitethatisinviewofabrowserwithouthavingtoscrolldown.
ADTAGS(akaTAGS):Apieceofsoftwarecodeinsertedinasourcecodewithinapagewheretheadvertisementwillbedisplayed.
ADVERTISER:Thecompanypayingforadvertisingofaproduct,service,orbrand.
ADIMPRESSION:Thecountofadsservedtousersindigitaladvertising.
ADEXCHANGE:Asaleschannelbetweenbuyersandpublishers/networks,aggregatinginventoryviaaplatformthatfacilitatesautomatedauction-basedpricingandreal-timebidding.
ADNETWORK:Provideanoutsourcedsalescapabilityforpublishersandameanstoaggregateinventoryandaudiencefromnumeroussourcesinasinglebuyingopportunityformediabuyers.Includestechnologiestoenhancebuysincludinguniquetargetingcapabilities,creativegeneration,andoptimization.
ADSERVER:Awebserverdedicatedtothedeliveryofadvertisements.Adserverscanbeemployedonthepublisherormarketerside.Thistechnologyspecializationenablesthetrackingandmanagementofadvertisingrelatedmetrics.
ADVERIFICATION:Aprocessforbuyerstomonitorcampaignstoverifyadsappearinthedesiredenvironment,protectingthemfromfraudulentactivityand/orwasteddollars.
AGENCY:Acompanythatprovidesadvertisingandmarketingservicestobrandmarketersandofferarangeofservicesfromcreativetomediaoracombination.
AGENCYTRADINGDESK(ATD):Centralizedmanagementplatform,usedbyagencies,specializinginprogrammaticaudiencebuying.
ATTRIBUTION:Alevelofreportingonmediabuyswheresystemshelpthemarketerunderstandatrue,holisticpictureofexposuretoanentirechainofmediathatresultsintheultimateoutcome(e.g.,aconversionorsale).
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AUCTIONPRICEFLOOR:Theminimumbidrequiredtopurchaseapublisher’sadimpressioninanadexchange’sauction-basedenvironment.
BBELOWTHEFOLD(BTF):Thelowerpartofawebsiteortheportionwhereusertheusermustscrolldowntoview.
BOUNCERATE:Apercentageofusersthatvisitapageofawebsiteandleavewithouttakinganyotheractionsorvisitinganyotherpageswithinthatsite.
BRANDS:Keepersofthevaluesystemthatinformandenrichtheproductsandservicesthatpeoplebuy.Theyaretheinitiatorsandatthecoreofdigitaladcampaigns.
CCACHE-BUSTER:Auniquepieceofcodethatpreventsabrowserfromreusinganadithasalreadyseentoatemporarymemoryfile.
CAMPAIGN:Asetofadbuysfromaspecificadnetworkorpublisher.
COMPETITIVESEPARATAION:Aconditionsetbytheadvertiserthatrequirestheiradsnotappearwithinaspecifiedproximityofotheradsforcertainproductsoradvertisers.
COOKIE:Asmalltextfilecreatedbyawebsitethatgetsstoredonauser’sbrowser/computerwhentheyvisitthatsite.Thiscookieidentifiestheuserwhentheyreturntothesite.Thecookiecannolongertracktheuseriftheycleartheircookiesintheirbrowsersettings.
CPA(COST-PER-ACTION):Thecostofadvertisingbasedonavisitortakingsomespecificallydefinedactioninresponsetoanad.CPA=Cost÷Actions
CPC(COST-PER-CLICK):Thecostofadvertisingbasedonthenumberofclicksreceived.CPC=Cost÷Clicks
CPCV(COST-PER-COMPLETEDVIEW):Thecostofadvertisingbasedonthenumberofvideosthatrunthroughtocompletion.Onlyappliestovideoimpressions.CPCV=Cost÷CompletedViews
CPI(COST-PER-INSTALL):Thecostofadvertisingbasedonthenumberofmobileapplicationinstalls.Onlyappliestomobileapp.CPI=Cost÷Installs
CPL(COST-PER-LEAD):Thecostofadvertisingbasedonthenumberofleadsreceived.CPC=Cost÷Leads
CPM(COST-PER-THOUSAND):Amediatermdescribingthecosttodeliver1,000impressions.CPM=(Cost÷Imps)×1000
CREATIVE:Animagefileorcode,containingthebrand’sadvertisingmessage.Thecreativecanberenderedasadisplayadvertisementintheadservingprocess.
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CTR(CLICK-THROUGHRATE):Thepercentageofadimpressionsthatwereclickedonascomparedtotheentirenumberofimpressions.CTR%=(Clicks÷Imps)x100
DDAISYCHAIN(ADCHAIN):Apublisher’sservingprioritizationoftheadnetwork’sadtags(usuallybyCPMrate,highesttolowest)wheretheadnetworkhastheoptionofservinganador‘defaulting’tothenextpartnerinline.ThisisanoldermethodthatisgrowingobsoleteduetotheevolutionofRTB.
DISCREPANCY:Thedifferenceinreportedkeymetrics(i.e.,impressions,clicks,conversions)betweenthecontractedparties’adservers(e.g.,agencyandpublisher).
DMA(DESIGNATEDMARKETAREA):AsdefinedbyNielsen(Nielsen.com),“DMAregionsarethegeographicareasintheUnitedStatesinwhichlocaltelevisionviewingismeasurebyTheNielsenCompany.TheDMAdataareessentialforanymarketer,researcher,ororganizationseekingtoutilizestandardizedgeographicareaswithintheirbusinesses.”
DMP(DATAMANAGEMENTPLATFORM):Technologyplatformanddigitalwarehousedesignedforthestorageandprocessingoffirstand3rdpartydatatointegrateandimplementthedatathroughouttheadcampaignbuyingandexecutionprocess.
DSP(DEMAND-SIDEPLATFORM):Techinterfacethatprovidescentralizedandaggregatedprogrammaticmediabuyingfrommultiplesourcesincludingpublishers,adexchanges,andadnetworks.
EECPM(EFFECTIVECOST-PER-THOUSAND):AlsoknownaseffectiveCPM,showsthecostofadinventorybasedontheamountofimpressionsthatwereserved.
FFIXEDCPM:ACPMratethatremainsconstantandisguaranteedforevery1,000servedimpressions.
FRAUD:Anintentionallydeceptivepracticedesignedtomanipulatelegitimateadserving/measurementprocessesorcreatingfictitiousactivitythatleadstoinflatedcounts.
FREQUENCYCAP/CAPPING(FCAP):Anestablishedlimittothenumberoftimesanadcampaign,tag,oradsizecanbeshowntoanindividualuserwithinaspecificperiod.
GGEO-TARGETING:Amethodoftargetingwiththeabilitytoshowspecificcampaigns/creativestousersbasedontheirgeographiclocation(i.e.,userIP,DMA,zipcode).
IIAB(THEINTERACTIVEADVERTISINGBUREAU):Madeupofover650leadingmediaandtechnologycompaniesthatareresponsibleforselling,delivering,andoptimizingdigitaladvertisingormarketingcampaigns.Accountsfor86%ofonlineadvertisingintheUnitedStates.Workingwithitsmembercompanies,IABdevelopstechnical
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standardsandbestpracticesandfieldscriticalresearchoninteractiveadvertising,whilealsoeducatingbrands,agencies,andthewiderbusinesscommunityontheimportanceofdigitalmarketing.
IFRAME:AnHTMLdocumentembeddedwithinanotherHTMLdocumentthatallowscontentfromanothersourcetoappearonawebpage.
IN-HOUSE:Employedbythebrand,butsimilarfunctionsasanagency.
INSERTIONORDER(IO):Purchaseorderbetweenaseller(i.e.publisher)ofinteractiveadvertisingandabuyer(i.e.,agency).
KKPIS(KeyPerformanceIndicators):AlsoknownasKeySuccessIndicators(KSI),organizationalgoalsthathelpdefineandmeasureprogress.
LLINEITEM:Acontractualunitofadvertisingbetweenabuyerandsellerspecifyingthedetailsofasale(e.g.,site,size,cost,dates,etc.).Alineitemcanrefertothatunitofadvertisingwithinaplatformaswellasaninsertionorder.
MMAKE-GOOD:Anegotiatedsettlement(usuallyintheformofadimpressionsorpayment)tomakeupfortheinabilitytomeetdeliverytermsaccordingtotheinsertionorder.
MEDIACOMPANY:Anorganizationthatderivesrevenuefrompublishingcontentviaoneormoremeansofdistribution,(e.g.,printpublishing,television,radio,theinternet).
MEDIAPLAN:Documentbetweenanadvertiserandagencythatincludesthedetailsandrequirementsfortheadvertiser’scampaigntheyarelookingtoexecute.
NNATIVEADS:Advertisingthataimstoblendintotheuser’sexperiencewiththewebsitemimickingthesite’scontentadformat.
PPAGEVIEW:Whenauservisitsawebpageandthepageofthatsiteloads.
PASSBACKTAG(DEFAULTTAG):Atagservedwhenanadnetworkchoosestopassontheopportunitytocaptureorserveanadimpressionorwhenthereisalackofassetstoserve.
PERFORMANCEMETRICS:Themeasurementofdigitaladcampaignswithaction-basedgoalssuchasclick-throughs,leads,sign-ups,downloads,sales,etc.
PORTALS:Destinationsitesthatprovidesearch,email,andownedoraggregatedcontent.
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PRICEFLOOR:TheminimumfixedCPMratethatpreventsadnetworksfromservingadcampaignsthatpaybelowacertainpricethreshold.
PIXEL(ASAUNITOFMEASURE):Thesmallestunitofmeasureforgraphicalelementsindigitalimagery,usedasthestandardunitofmeasureforadcreative(i.e.,300x250pixels).Pixelsmayalsorepresentx/ycoordinatesrelevanttoagivenspace,suchasthebrowserwindow,anapplicationworkspace,ortheuser’scomputerscreen.
PUBLISHERS:Entitythatcreatesandownscontent;couldbeanythingthathasadinventory–includeswebsites,blogs,andapps.
RRE-TARGETINGPIXEL:Anidentifier(cookie)thatgetsdroppedonauserwhentheyarebrowsingaparticipatingwebpagetotrackonlinebehaviorandallowformoretargetedadstothatuserinthefuture.
REVENUESHAREMODEL:Apartnershipbetweenabuyerandsellerwhereprofitsfromadservingaresplitasperthetermsoftheagreement.Theseratesareoftennegotiabledependingonthevolumeapublishercanprovide.
RFP(REQUESTFORPROPOSAL):Adocumentthatamediabuyer(i.e.,agency)providestoamediavendor(i.e.,publisher/adnetwork/DSP)detailingthebuyer’sneedsregardingacampaigntheywouldliketorun.RFPscaninclude:formats,audience,targeting,pricing,campaignstudies,specialservingfees,etc.
RICHMEDIA:Adcreativeandadservingprovidersofferingadvertiserstheabilitytoruncreativethatviewerscaninteractwith.
RISINGSTARS:RisingStarsarepremiumadunitsthatrunfromorinsteadofastandardIABunit.ThespecificationsoftheunitaredefinedbytheIABtoscaleoutnon-standardrichmediaadvertisingandnormalizetheunitssotheycanbesoldandservedmoreoften.StandardRisingStarunitsinclude:billboard,filmstrip,sidekick,slider,portrait,andpushdown.
ROADBLOCK(TAKEOVER):Whenanadvertisingcampaigncreativeistheonlybrandonaparticularpageorwebsite,takingoveralladsizesatonce.
RUN-OF-SITE(ROS):Theabilitytorunadsacrosstheentiresitewithoutspecifiedpages/locations.Thiscancomeatalowercosttotheadvertiser/agency.
RTB(REAL-TIMEBIDDING):Indicatesareal-timesystemforeitherbiddingonorbuyingadinventory.TheinitialRTBecosystemsevolvedfromtheeffortsofDemandSidePlatforms(DSPs)tocreateamoreefficientexchangeofinventory.Duetotheseroots,theRTBecosystemsputsignificantemphasisonuserinformation(e.g.,demographicand/orbehavioraldata),whilediscountingthesituationinformation(thepublisherand/orcontext).
SSHAREOFVOICE(SOV):Percentageofapublisher’sinventorythatanadcampaigncontrolsduringacampaign.
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STANDARDADUNITS:Asetofadspecificationsforstandardimageoranimatedin-pageadunitsthatestablishaframeworkforadvertisinginventoryandwebpagedesign(e.g.,leaderboard–728x90).
SSP(SUPPLY-SIDEPLATFORM):Techusedbypublisherstoprogrammaticallysellinventory,optimizepricing/yield,andaudienceforapoolofpotentialadvertisers
TTERMS&CONDITIONS:Thelegaldetailsofthecontractaccompanyinganinsertionorder.SeeIAB.comforvoluntaryguidelinesofstandardterms&conditionsforinternetadvertisingformediabuys.
THIRD-PARTY(3RD)ADSERVER:Independentoutsourcedcompaniesthatspecializeinmanaging,maintaining,serving,tracking,andanalyzingtheresultsofonlineadcampaigns.
TRACKINGPIXEL:Knownforitsmanyforms(beacon,webbeacon,actiontag,redirect,etc.),atrackingpixelisa1x1transparentimagethatprovidesinformationaboutanad'splacement.Inmanycases,atrackingpixelisusedtonotifyanadtrackingsystemthateitheranadhasbeenservedorthataspecificwebpagehasbeenaccessed.
UUAP(UNIVERSALADPACKAGE):Asetoffouradunits(728x90,300x250,160x600,and180x150pixels)offeredbyUAP-compliantpublishersasa‘package’whereadsinthesefourformatsareusedcollectivelyacrossthepublisher’ssite,enablingadvertiserstoreachmoreofthepublisher’saudience.
UNIQUEUSER:Thefirsttimeauserhasvisitedasite.Theuniqueusercanbeconsidereduniquethenextdayornextweekdependingontheaudiencemeasurementwindow.
USER-GENERATED:Anytypeofcontent(text,images,audio,orvideo)thatiscreatedbynon-professionals.
VVIEWABILITY:Atermusedtodescribewhetherdigitalmediaeverappearedinthespacewithinawebpagethatwasin-viewtotheviewer.IAB’sstandardviewabilitythresholds:• Display=atleast50%oftheadmustbein-view
foratleast1second• Video=atleast50%oftheadmustbein-view
foratleast2seconds