Advanced ad-ops

Advanced Ad Operations

Introduction

Needs and requirements

• Feedback

• Rich Media

• Troubleshooting

• Ad Tags/Spotlight Tags

• Query Tool/Reporting

• Site/Network Structure

Rich Media

3rd Party

• Agencies• DfA (inreds)• Atlas• Mediaplex• Adtech• Bluestreak

• Vendors• Eyeblaster• Unicast• Flashtalking• Trueffect

Instream/Studio

• TABs MkII• Expandables and

Overlays• Flash• MTF format• Pre-rolls• Brightcove• Network

standardisation

Custom

• The Weird & Wonderful

• Bespoke internal• Regional Ads• Overseas• 3rd Party publisher

ad tags• Ad Templates and

Rule Sets

3rd Party Rich MediaDefinitions

• Changed throughout the years• Mostly down to perception and internal policy• ‘Operational’ rich media• ‘Aesthetic’ rich media

• Not .gif or .jpg• Manipulating HTML and JavaScript• Macro usage• Out-of-banner executions

3rd Party Rich Media

•Most Common Ad Copy• Automatically rendered by DfP

» Ad4ever» Adcamo» AdInterax» Adition» Adpepper» Adrime» Adventive» Airlock Adshadow» Atlas» Bluestreak» Brilliant Digital» CheckM8» Coovi» E-Planning» Enliven» EyeBlaster» EyeWonder» Facilitate Digital» Flashtalking» HURRA Communications» Intermezzia» Kaon» Klipmart» Mediaplex» Onflow» Pointdexter» Pointroll» Shoskele» TruEffect» Unicast» Vendaria» Viewpoint» adRelief» eyeReturn

General Rules

• Most if not all established 3rd Parties are compliant with DoubleClick• Most common macros are %n (cache buster) and %c (click counter)• Agencies will accept up to 5 to 10 percent discrepancies• Inreds operate at less than 1% discrepancy• Creative Library now does most if not all of the macro input• Creative Library recognises agency and rich media vendors as the same Creative Type, i.e. 3rd Party• Only ever traffick DfA inreds, not the IFRAME or JS versions!• Suppliers will provide advice and rules, usually within the text or HTML file itself; look for ‘How to’ guides and links

3rd Party Rich Media – Common Ad Type Trafficking

Exceptions• Adsfactor Before<script type="text/javascript" language="javascript">var fd_clk = '%%PRECLICKURL%%http://adsfac.eu/link.asp?cc=PZH006.21576.0';</script><script type="text/javascript" language="javascript" src="http://adsfac.eu/ag.asp?cc=PZH006.21576.0&source=js&ord=%%RANDOM%%"></script><img src="http://secure-uk.imrworldwide.com/cgi-bin/m?ci=uk-ade&cg=12148&si=uk-pizzahut-tuscani_and_family_728x90_thinID&cc=1"

height="1" width="1" border="0"><noscript><a href="%%PRECLICKURL%%http://adsfac.eu/link.asp?cc=PZH006.21576.0" target="_blank"><img src="http://adsfac.eu/ag.asp?

cc=PZH006.21576.0&bk=1&ord=%%RANDOM%%" width="728" height="90" border="0" alt=""></a></noscript>

Exceptions• Adsfactor After<script type="text/javascript" language="javascript">var fd_clk = '%chttp://adsfac.eu/link.asp?cc=PZH006.21576.0';</script><script type="text/javascript" language="javascript" src="http://adsfac.eu/ag.asp?cc=PZH006.21576.0&source=js&ord=%n"></script><img src="http://secure-uk.imrworldwide.com/cgi-bin/m?ci=uk-ade&cg=12148&si=uk-pizzahut-tuscani_and_family_728x90_thinID&cc=1"

height="1" width="1" border="0"><noscript><a href=“%chttp://adsfac.eu/link.asp?cc=PZH006.21576.0" target="_blank"><img src="http://adsfac.eu/ag.asp?cc=PZH006.21576.0&bk=1&ord=

%n" width="728" height="90" border="0" alt=""></a></noscript>


Exceptions• RedEye Before

<SCRIPT LANGUAGE="JavaScript1.1">var yctred='';</SCRIPT><SCRIPT language="JavaScript1.1" src="http://report.legalandgeneral.com/cgi-bin/redflash/nobook:130687,w:468,h:60/[timestamp]"></SCRIPT><NOSCRIPT><a href="http://report.legalandgeneral.com/cgi-bin/redshot/nofeat:G,nobook:130687" target="_blank"><img src=http://report.legalandgeneral.com/cgi-bin/redshot/nofeat:G,nobook:130687/image.gif" border="0"></a></NOSCRIPT>

Exceptions• RedEye After

<SCRIPT LANGUAGE="JavaScript1.1">var yctred='%c';</SCRIPT><SCRIPT language="JavaScript1.1" src="http://report.legalandgeneral.com/cgi-bin/redflash/nobook:130687,w:468,h:60/%n"></SCRIPT><NOSCRIPT><a href=“%chttp://report.legalandgeneral.com/cgi-bin/redshot/nofeat:G,nobook:130687" target="_blank"><img src=http://report.legalandgeneral.com/cgi-bin/redshot/nofeat:G,nobook:130687/image.gif" border="0"></a></NOSCRIPT>


Exceptions• Eyeblaster Overlay Before

<script>var gnEbMinZIndex = 10000;var gfEbInIframe = false;var gEbAd = new Object();gEbAd.nFlightID = 842339;</script><script src="http://ds.serving-sys.com/BurstingScript/ebServing_842339.js"></script>

Exceptions• Eyeblaster Overlay After

<script>var gnEbMinZIndex = 10000;var gfEbInIframe = false;var gEbAd = new Object();gEbAd.nFlightID = 842339;//InteractionsgEbAd.interactions = new Object();gEbAd.interactions["_eyeblaster"] = "ebN=%c;";</script><script src=“%ihttp://ds.serving-sys.com/BurstingScript/ebServing_842339.js"></script>

3rd Party Rich Media

Common Themes

Macros may differ from ad server to ad server but they end up doing the equivalent tasks

%c for clicks

%n for impressions

%i counts impressions for interstitials

%u pulls in the click URL

%h shorthand for the http://ad.doubleclick.net domain

%t pulls in the target window value

Hints and Tips

Look for specific ‘keywords’ in the code, they vary little from vendor to vendor and some are even universal. The keywords will invariably be placeholders to input the macros opposite and almost always on single lines of their own

[timestamp] for cache busting

var abcclick = ‘’ or var abc clk= ‘’ or var abcred = ‘’ or similar for click counters

ord= for cache busting

%c can be used before the ‘http://...’ reference in the noscript part of the tag

%i should be inserted before the ‘http://...’ reference of the interstitial script source

http://ad.doubleclick.net/

Instream & Doubleclick Studio Rich MediaDefinitions

• The rebuilt TABs system from TangoZebra• Provides in-house built rich media• Standard Flash• Expandables• Overlays/Page Polls• Streamed Movies• Pre-Roll Movies• FLV/MTF files

• Not .gif or .jpg• No need to manipulate HTML and JavaScript• Pushed from Studio directly into DfP• Streamlined and efficient• Organisational Best Practice• 3rd Party Agencies/Advertisers

Rich Media Interstitial Floating

96%

Streaming Windows4%

Rich Media Interstitial Floating

Streaming Windows

Instream & Doubleclick Studio

•Most Common Ad Copy• Doubleclick Studio Ad Types

» Rich Media Expandable» Rich Media Floating» Rich Media In-Page Flash» Rich Media In-Page Flash with Floating Flash» Rich Media In-Page Flash with Pop-Up/Pop-Under Flash» Rich Media In-Page Image with Floating Flash» Rich Media In-Page Flash with Pop-Up/Pop-Under Flash» Rich Media Interstitial Floating» Rich Media Interstitial Floating with Reminder» Rich Media Interstitial Pop-Up/Pop-Under» Rich Media Pop-Up/Pop-Under» Streaming Flash» Streaming Real» Streaming Silverlight» Streaming Windows Media» VAST Redirect

General Rules

• Creative built in-house, within Doubleclick Studio• Sand-pit mentality• Requires Doubleclick approval• Pushed directly to DfP, maximising trafficking efficiency• Completely compliant with DfP• No discrepancies• Typically used for Cross Media and/or high yield campaigns• Costs extra to serve out!

Doubleclick Instream Rich Media – Common Ad Type Trafficking

PreRoll Video• Dailymail, Metro, Evening Standard all use the Brightcove Player. TIN to move to it in the future.• Brightcove and DfP, completely compatible.

Step One: DfP Product Type will need to be ‘Streaming’.


Step Two: The Creative Type will need to be Streaming Flash because with Brightcove the file type will be .flv – Note VAST Redirect – this is an incoming industry standard that will be similar to Internal Redirects between DfP and DfA, although across multiple providers.


Step Three: There’s not much to input here – just give the ad a relevant name and change the red light to green. Ensure the Dimensions are set to 300x225. Any clickthru you have needs to be added to the text box illustrated. Leave the setting ‘Progressive’ alone and seeing as the files are usually over the max limit of 300kB, you will need to FTP the copy check the option button ‘External Hosted’. The URL to the copy should go into the ‘High Stream URL’ field, although adding it to Low and Mid doesn’t hurt. Time the video by viewing it and add the seconds value into the ‘Video Length’ field.


Step Four: If the agency/advertiser has supplied their own pixel tracking, paste this URL into the ‘3rd Party Imp. URL’ text field. Press Submit. The creative then gets assigned to the Ad Placement as normal.

Doubleclick Studio Rich Media – Common Ad Type Trafficking

Ad Formats• Auto-initiated and user initiated video streams, within standard ad sizes (MPUs, Leaderboards, Belly Bands).• Interstitials (non-video)• Expanding (non-video)• Fixed flash-in-page (non-video)• Flash-in-flash

Typical Uses On The Network• Expandables, bespoke and standard• Metro-Style Page Peels

General• Built and managed by Creative Solutions (Shane, Mustafa)• Requires Doubleclick approval, moving toward self-QA• Copy creation workflow the same per format


Step One: Upon Creative Solutions making the copy and it being approved by Doubleclick QA, we receive this auto email. Note the highlighted alpha numeric value.


Step Two: Copy this alpha-numeric value and find the relevant advertiser in DfP (or make a new one as necessary). Paste it into the field illustrated below and click on the submit button. The Creative then gets associated with the Advertiser.


Step Three: After a typical 10/15 minute reload time the ad will appear in the Advertiser in the Trafficking Module. Click on the Creative Tab at the Advertiser level to manage the creative. Name it, confirm positioning and 3rd Party Tracking/Clickthru(s) as necessary. Don’t forget to greenlight it.


Step Four: Build the Order and any Ad Placements as normal. On the Creative Tab at the Ad Placement level (not to be confused with the Creative Tab at the Advertiser level previously), simply assign the creative as you normally would.

Instream & Doubleclick Studio Rich Media

Common Themes

Will mostly be produced and managed internally via Creative Solutions

Driven by large advertising deals with Big Brands, Cross Media and Display

Process friendly

Expandable and Overlays

Can produce advance engagement reporting via DfP

Mimics agency creative side set-up

Hints and Tips

Aside from the execution, values like Metro Page Peel positioning remain the same ad to ad, as per most other formats. So once you master one type, you end mastering them all.

Aids Creative Specs set-up

Easy introduction to Rich Media formats from external agencies.

‘See what they see’

Custom Ad Creative

•Most Common Ad Copy• Custom Ad Types

» HTML ‘cheat’ GIFs and JPGs» Page Wraps» 3rd Party Pixel Tracking/Counting» Publisher redirects» Rule Sets» Other AN Media Creative Templates

General Rules

• Creative can be built in-house, externally from Doubleclick Studio, e.g. Page Wraps, Text Links, Sponsor Modules• Most likely older creative formats, HTML, DHTML form driven Flash• 3rd Party bespoke either directly through DfP or redirected• Rare 3rd Party Agency redirects• 3rd Party Publisher redirects• Mostly compliant with DfP• Risk of discrepancy if macros can’t be used• Typically originating from overseas and smaller operations• Usually troubleshooting heavy but invariably knowledge empowering

Custom Ad Creative – Common Ad Type Trafficking

HTML ‘cheat’ GIFs and JPGs• Occasionally used for large file sizes.• Always used to enable same window clickthru• Use of macros recommended• Output is basic img src and href HTML, very simple.


Page Wraps• Used frequently on Metro and Mail Online• Template driven on Metro• Use of macros recommended• Output can vary, dependant on the location and format of standard ad copy.


3rd Party Pixel Tracking/Counting• Most frequent suppliers are DfA, Eyeblaster and Atlas• Used against non-3rd Party served ads• Use of macros recommended• Basic HTML required• Not be be confused with click commands, e.g.

» Placement: METRO_UK_HPTO_Page_Peel» Run Dates: 12/10/2009 - 01/16/2010» Size: 1x1

» Standard Tags:» <A HREF="http://ad-emea.doubleclick.net/jump/N5838.125036.6755975440621/B4085755.5;sz=1x1;ord=[timestamp]?"> Don’t use this.» <IMG SRC="http://ad-emea.doubleclick.net/ad/N5838.125036.6755975440621/B4085755.5;sz=1x1;ord=[timestamp]?" BORDER=0 WIDTH=1 HEIGHT=1

ALT="Click Here"></A>

» Click Tracker:UK Click Command Recipe» http://ad-emea.doubleclick.net/clk;220080251;45003263;i Use this.

• Pixel versions:» http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=tf&c=19&mc=imp&pli=1149466&PluID=0&ord=[timestamp]&rtu=-1 turns into» <img border="0" src="http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=tf&c=19&mc=imp&pli=1149466&PluID=0&ord=123456789&rtu=-1"> on the page or» http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=tf&c=19&mc=imp&pli=1149466&PluID=0&ord=%n&rtu=-1 if through rich media» http://ad-emea.doubleclick.net/ad/N5838.125036.6755975440621/B4085755.5;sz=1x1;ord=[timestamp]? turns into» <IMG SRC="http://ad-emea.doubleclick.net/ad/N5838.125036.6755975440621/B4085755.5;sz=1x1;ord=123456789?" BORDER=0 WIDTH=1 HEIGHT=1 ALT="Click

Here"> on the page or» http://ad-emea.doubleclick.net/ad/N5838.125036.6755975440621/B4085755.5;sz=1x1;ord=%n? if through rich media

http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=tf&c=19&mc=imp&pli=1149466&PluID=0&ord=%5Btimestamp%5D&rtu=-1

http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=tf&c=19&mc=imp&pli=1149466&PluID=0&ord=%25n&rtu=-1

http://ad-emea.doubleclick.net/ad/N5838.125036.6755975440621/B4085755.5;sz=1x1;ord=%5Btimestamp

http://ad-emea.doubleclick.net/ad/N5838.125036.6755975440621/B4085755.5;sz=1x1;ord=%25n


Publisher Redirects

• Mostly used by overseas resellers, e.g. iBelieve (Ireland) that use their own Adservers

• Largely managed by AdMeld now

• Use of macros redundant, discrepancies will occur, clicks often cannot be counted by us (except for DfP tags)

• Essentially the use of Adserver Page Tags as Custom Creative Types in DfP

• Basic HTML required

• If receiving DfP tags, they must be trafficked as Internal Redirects

• Common technologies include» Other DfP users» Adtech (Helios)» Zedo» Open Ad Stream (OAS)» OpenX» Some proprietary systems


Rule Sets (Adform Redirects)• Some 3rd parties have yet to be recognised by DfP and thus automatically rendered to include macros in the creating Creative workflow.

Therefore we need to create our own Rule Set to do this for us, in order to minimise error and to counting impressions with a minimum of discrepancy and count clicks. Adform is one such 3rd Party.

• As others come along and proliferate, create further Rule Sets to accommodate these.

Step One: Create an ad placement as normal. Create a 3rd Party Tag creative type.


Step Two: Name the creative and add the correct Ad Slot size as normal. Paste the Adform tag in to the Creative Code field.


Step Three: From the Rule Set pull down menu, choose the Adfrom Rule Set and then click on the Apply button.


Step Four: DfP will show you a before and after Rule Set illustration. Click on the Accept button.


Step Five: The code gets updated with the correct macro syntax. You can preview, test and save the creative as normal.


Other AN Media Creative Templates• Any Media Owner will have their own bespoke Ad Formats, Associated Northcliffe is no different• Usually manage repeated creative types• Bespoke Sponsor Modules and Text Links especially• Basic HTML required• As others come along and proliferate, create further Creative Templates to accommodate these.• Frequently used AN Media Creative Templates

» Sponsor Module – Thisismoney. Both new and same window clickthru versions» Text Link – Thisismoney. Both new and same window click thru versions

Custom Ad Creative

Common Themes

Creative Templates typically cater for publisher specific ad formats

Rule Sets typically cater for obscure and/or new 3rd Parties

Process friendly

Labour saving, error reducing

Hints and Tips

Familiarise yourself with the basic HTML output of Creative Templates, Rule Sets and 3rd Party tags. The same rules and similar syntax will apply case to case, broadening your expertise and knowledge

Macros still apply and are your friend

Img src, href, formatting and scripts

Can lead you into other coding avenues

Troubleshooting

General Guidance

• General Guidance

• Do’s and don'ts• Processes• ‘Drawing the sting’

and mitigating fallout

• Managing expectations

Adserver Side

• DfP• Creative issues• Adserver latency

and downtime• Support

procedures• Ad specs

• Agency Side• Creative issues• Adserver latency

and downtime• Support

procedures

Website Side

• Testing & Development

• Testing creative• New ad formats

• Live Time• Reactive and

proactive• Processes and

methods

General Guidance

•Most Common Faults

• ALL errors are human – never forget this; never blame.

» Broken Clickthru» Ad copy not being called» Under delivery» Rich Media not working correctly» Ads breaking the page» Ads appearing within wrong content» 3rd Parties» Copy aesthetic e.g. Bad spelling, poor grammar

Do:• Never panic• QA initial set-up• Upon error reporting, be as informed as possible. “This red ad I saw earlier on my site is broken” just doesn’t help anyone• Request a screen grab if possible and a description of the problem in as much detail as possible• Use diplomacy and project a service driven attitude• Involve others as necessary, including vendor Tech Support, as quickly as possible• Remember and document the fix

Don’t:• Panic• Leave it until later• Second guess and assume it’s not your problem• Forget to inform the stakeholders that the error is fixed• Be afraid to seek management help

ProcessesTroubleshooting Workflow

• Most errors are easily identified and fixed.• In critical situations, operate the ‘We have, we are, we will’ method of Executive management updates.

• This is a real email example from 15th October, 2009. A 3rd Party malware protecting vendor updated their White List incorrectly and thousands of users automatically received the update blocking Right Media ads. This was because the vendor mistakenly added the yieldmanager.com domain to their block list.

SCENARIO:

An internet firewall/security provider, AVG has released a new free upgrade version in the past 24/36 hours whose default settings block ads from Right

Media, with virus warnings, truly malicious or not.

This is a free product that plenty of people use at home, we have been receiving increasing complaints from Mail Online and Thisis users that this

software is blocking ads with the warning and on some settings displaying the message on the whole screen thus disrupting the user experience entirely.

Alice at OTP has also noticed this complaint from users.

WE HAVE:

Determined the source and contributors/reasons to this issue.

Contacted Right Media support with a detailed description of the problem.

WE ARE:

Deactivating Right Media lines as a precaution and security measure on the DM site and Northcliffe

WE WILL:

Await Right Media support response, continue to analyse the live issue to determine if it effects other vendor techs. So far though, this has been only

noted against Yahoo Right Media.

INTERNAL STAKEHOLDERS

Myself, Shaun Perkinson, Amit Patel/Mark Hattersley, Gurman, Liam Fletcher.

Is the error obviousor explained by the

reporter?

Error reported

NO

YESFix and confirm

solution

Is the error nowobvious?

Request a screen graband description of the

problem

NO

YES

Find the placementand deactivate it ifsituation makes it

necessary

Create a test lineensuring it targets

test content

Inform internalexpertise and utilise

resources

Is the error nowobvious

NO

YES

Contact appropriateTech Support and

liaise towardsuccessful resolution

Start/End

Process

Alternate Process

Decision

Adserver Side

• Creative issues• DfA redirects not supplied as Inreds• clickTag not implemented• Redirects not clicking through, breaking• File sizes

• Adserver latency• ‘Pserver’• 3rd Parties• User Interfaces and Beta DfP

• Support procedures• DfP Help and Knowledge Base• Tech Support• Submitting a case• Internal resource

• Ad specs• General• Doubleclick Studio

Creative Issues - Most Common Faults, Features and Fixes

• DfA redirects supplied not as Internal Redirects or Inreds» Occasionally an Agency will be lazy or misinformed (or both) and only supply the script and

Iframe versions of their ad tags. It’s very easy to disseminate from these the actual Internal Redirects they will have anyway. Don’t bother requesting the Inreds, it’s just not worth time or effort.

Iframes/JavaScript Tags:

<IFRAME SRC="http://ad-emea.doubleclick.net/adi/N2806.thisissouthwales.ileve/B4221884;sz=300x250;ord=[timestamp]?" WIDTH=300 HEIGHT=250 MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0 SCROLLING=no BORDERCOLOR='#000000'>

<SCRIPT language='JavaScript1.1' SRC="http://ad-emea.doubleclick.net/adj/N2806.thisissouthwales.ileve/B4221884;abr=!ie;sz=300x250;ord=[timestamp]?">

</SCRIPT>

<NOSCRIPT>

<A HREF="http://ad-emea.doubleclick.net/jump/N2806.thisissouthwales.ileve/B4221884;abr=!ie4;abr=!ie5;sz=300x250;ord=[timestamp]?">

<IMG SRC="http://ad-emea.doubleclick.net/ad/N2806.thisissouthwales.ileve/B4221884;abr=!ie4;abr=!ie5;sz=300x250;ord=[timestamp]?" BORDER=0 WIDTH=300 HEIGHT=250 ALT="Click Here"></A>

</NOSCRIPT>

</IFRAME>

» For the IMG SRC inred, take the red text:• http://ad-emea.doubleclick.net/ad/N2806.thisissouthwales.ileve/B4221884;abr=!ie4;abr=!ie5;sz=300x250• Delete the ‘abr=!ie4;abr=!ie5;’ bit• Leaving http://ad-emea.doubleclick.net/ad/N2806.thisissouthwales.ileve/B4221884;sz=300x250• Thus leaving your Inred!


• clickTag not implemented correctly» DfP is clever enough automatically spot this while trafficking the creative» It will also change the template code case sensitivity (clickTag clickTAG)» As necessary, use ASV to confirm the issues

» Variations of “root.clickTag” are all acceptable» If a Button Symbol is not present, or indeed anything ‘just doesn’t look right’, then query the

functionality of the copy


• Redirects not clicking through, or copy breaking, not showing, and copy issues, etc.

» This can occur to any 3rd Party supplier, indeed whenever someone trafficks anything» Clickthru’s not working:

• Error in the URL address for the 3rd Party creative 3rd Party fix• Error in the of 3rd Party ad tags Our fix, ensure copy and past was correctly done• Error in the call, e.g. Wrong size ads, broken images 3rd Party fix• Error on the destination page Advertiser site issue, or an error in the clickthru, 3rd Party Fix• Error on input form ads upon clickthru Form Method must be method=get – adservers do not support

method=post

» Copy not showing, or breaking or elements of copy, e.g. Video, not working• White space for copy Likely to just require an AdEngine reload, or 3rd Party trafficking error• Disrupted copy elements Creative fix, 3rd Party – we check creative trafficking• Video not streaming Advanced. Could be ‘crossdomain policy’ issues related to flash. Seek guidance

(Neil Rigby, Shane Smith).

» File sizes - Not much of an issue nowadays, but use discretion and common sense• “327k for a leaderboard is just fucking stupid.”• Video must be politely streamed• If in doubt, upload via FTP the copy and redirect (non 3 rd Party ads only)

Adserver Latency - Most Common Faults, Features and Fixes

• ‘Pserver’» Adapted codebase of DfP JavaScript adtags used on all the Core Sites and Northcliffe ‘Thisis’

portfolio• The old ‘bserver’ method turned on its head (b p, geddit?). Does not break Rich Media, is not an Iframe.• Ensures the ads get called after the main editorial content• Doubleclick is mostly reliable anyway, guaranteeing 99% up time in standard SLA’s

• 3rd Party Adservers» Under the same risk of downtime and causes for downtime as publisher adservers

• If notified of downtime, or the error is reported internally and anecdotally, follow the Troubleshooting Workflow and Process

• Ultimately, suspending the relevant campaigns is the most likely temporary outcome• We are not responsible as a business for these failures

• User Interfaces and Beta DfP» Unscheduled downtime is very rare, but everyone is in the same boat if it does happen» Most often, not long term issues – minutes rather than hours» “All the cool kids use beta-dfp...”

• Go to http://betadfp.doubleclick.net instead!• Incoming features and upgrades often here first• Experience can be better – speed, reliability

Support Procedures

• DfP Help and Knowledge Base» Simply, a very powerful tool using Google’s search engine» Available from the Main Menu. Use it!

• Various Tech Support and submitting a case» Reverse your needs... Provide as much detail as possible.

• OID/ADID, scenario, cause and effect• Your theories for analysis, approval or rejection• Screen grabs• Discretionary escalation, peer-to-peer communication

• Internal resources; experience and expertise» There’s lot’s of it! Starting with... You.

Website Side

• Testing & Development• Workflow• Test pages and environments• Rich Media and it’s approval process• Troubleshooting

• Live Environments• Being reactive to issues• Potential breakages• Troubleshooting

• New Sites and Content Addition• Creating new sites in DfP• Zones and key values• New ad formats

ProcessesAd Testing Workflow

• Most tests are for editorial/client approval while some will be for troubleshooting purposes (see Troubleshooting Workflow).• Approval is required for rich media formats, especially on the Mail Online, various contacts are:

• Mail Online – Nicole Cummings James Bromley Martin Clarke• Metro – Mark Bodha Laurence Lebret/Stephen Hull Jamie Walters• Evening Standard – Tim Smith/Neil Hunter• Thisismoney.co.uk – Philippa Carrington Andrew Oxlade• Northcliffe Thisis – Liz Cole

• Test pages and environments• Old articles• Development, Integration, Production

• All the core sites have Development and Integration versions of the live site (known as Production.• These are targeted by key values: environment=int or environment=dev or environment=test

• Testing ‘Live’• Use your discretion and inform management.• Testing live is usually safe, but pick very low trafficked content and/or deep and old articles as test environment.

Is the purpose forapproval/testing ortroubleshooting?

Testing required

Trouble-shooting

Approval/ Testing

Is the error/issueobvious or easily

explainable/fixable?

Stop error campaignand/or retarget arelevant test page

NO

YES

TroubleshootingWorkflow

FollowTroubleshootingWorkflow until

conclusion (see)

Fix and confirmsolution

Do the ads deliverand executecorrectly?

In possession ofcorrect ad copy,

target to relevanttest environment

NO

YES Is the ad approved?

NO

YESBuild campaignlines proper, putforward for QA

Liaise with relevantparties for revisedcopy, retrafficking

new ads

News Sites and Content Addition

• Adding DART sites in DfP» Managed by NR» 90 minute reload» Naming conventions are mandatory.

• (Broker) <name>, (Core) <name>, (OTP) <name>, (Partner) <name>, (Partner/Allegran) <name>, (Partner/Hyperlocal) <name>, (Partner/Jobsite) <name>, (Partner/LT) <name>, (Partner/Property Group) <name>, (Test) <name>, (TIN) <name>, Stuff4Sale <name>, (Partner/EM) <name>, (Partner/Teletext) <name>.

• Sub networks: (DMGT) Teletext, (DMGT) Property Group, (DMGT) Euromoney• Main Menu Sites Create

– Give a name as per conventions, a Site name which is the site value for the ad tag on the page.– Check whether it’s part of a sub network and/or that it’s a child site.– Configuration options– Advanced HTML Site Settings

• Zones and Key Values» Auto-creation and it’s random effects» Manual creation

• Main Menu Sites (Search) Zones Create» Key Values and Keywords

• Free Form, so prone to typographical error• area=, subarea=, site specific and syntax, prone to typographical error• Search results

• New ad formats and sizes» New ad formats are usually governed by the aesthetic, not the delivery method» DfP will cater for any sized ad, there is a library. Adding sizes to the network is managed by NR.

• Main Menu Network General Edit Ad Sizes

Ad Tags/Spotlight Tags

S

ite S

ide

AdT

ags • General

Guidance• Various formats• JS, Iframe,

NOSCRIPT• Processes• Creating Ad Tags• Recognising

needs• 3rd Party Site

Tags• Trafficking

Spo

tligh

t Tag

s • What are they?

• Generating them• Implimentation

Site Side AdTags

•General Guidance

• Apart from your own knowledge, there is a host online help from the DfP Help Centre, and also other online resources.

• http://services02.doubleclick.com/generators/generators.asp» Bookmark this!» Great for generating agency tracking tags» Can be used for page tags too.

• The Doubleclick dashboard can also be used to generate page ad tags.

Various Formats• Most sophisticated approach will always be use of Javascript, even if the coding varies.

• Rich Media friendly• Most flexible• Easy to use

• IFRAMEs are best to be avoided if at all possible.• Rich Media problematic• Considered obsolete• Can aid content loading

• In some cases all that can be used is simple ‘href’ and ‘img src’ NOSCRIPT

• Newsletters• Some secure pages• Back-up GIFs and JPGs

http://services02.doubleclick.com/generators/generators.asp

http://services02.doubleclick.com/generators/generators.asp

Dashboard – Creating Ad Tags

Step One: Nowadays, it is so easy to do this automatically using out of the box tools. Firstly, open up the Dashboard from the Main Menu. If you do not have the Tag Generator widget available, simply add it from the catalogue.


Step Two: Make sure the widget is configured to produce ad.uk domain ad tags (this is our default). The ad tag type should be Script only (Images, RM and DHTML). The random number generator should be set to Javascript.


Step Three: Type in part of the Site Name, in our example, we’ll use the Daily Mail. DfP will automatically search for the matching sites.


Step Four: Likewise, do the same for the zone.


Step Five: Choose the ad slot size (for multiples use the <Ctrl> key), tick for Interstitials, Key Values (then fulfil the key values) and tiling if applicable. Click on the Generate Tag button.

Spotlight Tags

• What is Spotlight?

• Spotlight is an optional feature in DART for Publishers that enables you to analyze the behavior of users who have previously clicked or viewed an ad on your website. To track click activities with Spotlight, your advertisers must implement Spotlight tags in their websites. A Spotlight tag is an HTML tag that records the DoubleClick cookie IDs of users who perform an action on your advertiser's website.

• While DART captures all user activity on a webpage containing a Spotlight tag, Spotlight activities are reported on in DART only if they are created by a user who:

» either clicks one of the ads on your website, or views one of the ads on your website and accesses the advertiser website later » performs an activity on a webpage containing a Spotlight tag » performs this activity within the lookback window of clicking and/or viewing one of your ads.

• Post-click and post-impression activities» Spotlight activities are categorized as post-click and post-impression activities. If the user viewed but did not click the ad and later performed an activity on your site, the

activity is categorized as a post-impression activity. If the user clicked the ad and later performed an activity on your site, the activity is categorized as a post-click activity.

• Watch how to implement Spotlight Tags

http://www.google.com/support/dfp/bin/answer.py?answer=134040

Spotlight Tags

• What is Spotlight?

• Spotlight is an optional feature in DART for Publishers that enables you to analyze the behavior of users who have previously clicked or viewed an ad on your website. To track click activities with Spotlight, your advertisers must implement Spotlight tags in their websites. A Spotlight tag is an HTML tag that records the DoubleClick cookie IDs of users who perform an action on your advertiser's website.

• While DART captures all user activity on a webpage containing a Spotlight tag, Spotlight activities are reported on in DART only if they are created by a user who:

» either clicks one of the ads on your website, or views one of the ads on your website and accesses the advertiser website later » performs an activity on a webpage containing a Spotlight tag » performs this activity within the lookback window of clicking and/or viewing one of your ads.

• Post-click and post-impression activities» Spotlight activities are categorized as post-click and post-impression activities. If the user viewed but did not click the ad and later performed an activity on your site, the

activity is categorized as a post-impression activity. If the user clicked the ad and later performed an activity on your site, the activity is categorized as a post-click activity.

• Watch how to implement Spotlight Tags


Query Tool & Reporting

S

tand

ard

Rep

ortin

g • General Guidance

• ‘Actuals’• Most common

uses

Que

ry T

ool • General

Guidance• Sandpit mentality• Most common

uses

Standard Reporting

• Reports by Criteria

• Reports by Criteria display standard reports data grouped by a targeting criterion, such as a user's hour of day or browser type. You can generate these reports at the advertiser, order, and ad levels.

• You can generate the following reports below by clicking on the links in the Reports by Criteria section of the Reports tab.• Ad Status • Bandwidth • Browser • Content Category • Creative • DMA • Day of Week • Domain Type • Event Summary • Hour of Day • Image Series• Monthly File Size• Operating System• Pending Creatives• Redirect Site• Service Provider• Site• Summary• Targeted Key-Value• Frequency• Zone Statistics



























Standard Reporting

• Reports by Time Period

• These reports display standard reports data that are grouped by time period and summary type. You can set a time period for the summary types of these reports at the three Campaign Report levels, grouped by the following time periods:

• by Day - displays standard reports data for each day within a date range that you specify • by Week - displays standard reports data for each week within a date range that you specify (a week is displayed as Saturday through Friday,

starting with the first Saturday of the date range for which you generate the report) • by Month - displays standard reports data for each month within a date range that you specify (a month is displayed as the last day of the

calendar month through the last day of the next month, starting with the first day of the date range for which you generate the report). • You can generate the reports listed below to learn about a campaign during different time periods to monitor the response of that campaign over

time:• Cross Site Duplication Reach Report• Summary by Creative and Site • Frequency to Conversion • Summary by Creative and Targeted Key-Value • Summary • Summary by Domain • Summary by Banner • Summary by Redirect Site • Summary by Banner and Site • Summary by Site • Summary by Banner and Targeted Key-Value • Summary by Spotlight Tag • Summary by Creative • Summary by Targeted Key-Value • Summary by Creative and Domain • Time lag to Conversion • Summary by Creative and Redirect Site





















The Query Tool

• The Query Tool was specifically built to offer almost limitless options on reporting criteria.

• You’re likely to require less than 5% of it’s capabilities on a day-to-day basis.

• It has a sandpit mentality; you cannot break anything, you can only play.

• Commonly, it’s used for troubleshooting.

• Examples!

Site & Network Structure

Our Network – By Numbers

• One Network

• Three Subnetworks

• Currently 369 active sites.

• 6,500+ currently active ads – not including Right Media

• Over 100,000 zones

• We now break 4bn ad impressions a month

Anatomy of an AdTag

http://ad.uk.doubleclick.net/adj/dailymail.uk/dm_dmsport_football;area=sport;subarea=football;target=;page=art;article=1258436;content=;section=;referrer=;environment=production;;rsi=D05509_11079;rsi=D05509_10962;rsi=D05509_10971;rsi=D05509_10450;rsi=D05509_10760;rsi=D05509_11024;rsi=D05509_11040;rsi=D05509_11094;rsi=D05509_11108;dcopt=ist;tile=7;sz=468x60,728x90;ord=4822266164762501?

• http://ad.uk.doubleclick.net/adj/ - the adserver domain and ad call type• dailymail.uk/ - the sitename (or ‘site tag’)• dm_dmsport_football; - the zone• area=sport; - area key value• subarea=football; - subarea key value• target=; - in this case a bespoke tag used for bookends on MOL• page=art; - bespoke tag showing the page type• article=1258436; - article key value• content=; - bespoke adtag• section=; - bespoke adtag• referrer=; - bespoke adtag• environment=production;; - site platform/version type• rsi=D05509_11079;rsi=D05509_10962;rsi=D05509_10971;rsi=D05509_10450;rsi=D05509_10760;rsi=D05509_11024;rsi=D05509_11040;rsi=D

05509_11094;rsi=D05509_11108; - Audience Science segments• dcopt=ist; - interstitial ad type trigger• tile=7; tile value• sz=468x60,728x90; - ad slot size(s)• ord=4822266164762501? – cache buster

http://ad.uk.doubleclick.net/adj/

http://ad.uk.doubleclick.net/adj/

Design

Advanced ad-ops