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More than ever, a third-party ad server can be the difference between success and failure of a programmatic campaign.The current stage of the programmatic ad buying industry is marked by complexity: Media plans are ever more intricate. An increasing number of publishers and supply side platforms are offering new channels to reach the masses, while the nature of programmatic buying means that the distance between the buyer and the seller continues to grow. The resulting data from digital campaigns grows more complex by the day.It takes a third-party ad server to measure results and deliver successful campaigns in a non-biased way — to take a big-picture view of campaign performance, and apply retargeting, prospecting and branding tactics based on data-driven insights to continuously improve the ROI on a marketer’s ad spend.
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THE IMPORTANCE OF AN AD SERVER Ian Hewetson
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Why Are We Talking About This?
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It’s Like Having A Huge Toolkit On Your Desk
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OPERATIONAL EFFICIENCY
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Operational Efficiency
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The Original Promise Of 3rd Party Adservers
Efficiency on campaign setup
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The Original Promise Of 3rd Party Adservers
Efficiency In Consolidated Reporting
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What’s Different In The Age Of Programmatic?
More segmentation = many more placements
2006 Today
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50
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How Have The Tools Evolved?
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How Have The Tools Evolved?
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How Have The Tools Evolved?
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CONSOLIDATED REPORTING
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Consolidated Reporting
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Consolidated Reporting
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Consolidated Reporting
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Consolidated Reporting
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Consolidated Reporting
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COMMON CURRENCY
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Everything Depends On The Count
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First Rule of Carpentry
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ATTRIBUTION MODELLING
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Path To Conversion
First Exposure
Conversion
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Attribution Modeling – seeing the whole picture
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Beyond last touch
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INSIGHTS
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Reporting – The First Step To Insight
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Real World Insights
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Multi Dimensional Insights
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INTEGRATIONS
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The Adserver – Hub Of Integration
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API Integrations
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The Adserver – Hub Of Integration
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The Adserver – Hub Of Integration
Cross Platform targeting
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FRAUD DETECTION
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Adservers – Your First Layer Of Protection
CLIENTS, SITES, DSPs EYERETURN: DSP + AD SERVING
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Legitimate Cluster
Technology. canoe.ca
cbc.ca
cnews. canoe.ca
jam. canoe.ca
Torontosun .com
slam. canoe.ca
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Fraudulent Cluster
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The Honeypot Campaign
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Bluff Ads
Bluff ads have contain no actual clicktag button. A human cannot click on one.
Since robots click on the code behind the ads, any click on that ad = fraudulent.
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AUDIT TOOLS
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The Story Behind The Numbers – Audit Tools
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The Story Behind The Numbers – Audit Tools
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Your Ads…in The Wild!
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Viewability
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TAG MANAGEMENT
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Tag Management
Confirmation Page Tag
Registration Page Tag
Smart Tag Home Page Tag
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Tag Management In Action
Generic
Ad
Home Page Visit Position in
Conversion Funnel User puts item in
Shopping Cart
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EXPERIENCE & CONNECTIONS
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Experience - Tools Are As Good As the User
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Adservers Have The Connections To Make It Happen
SSPs Exchanges
Creative Agencies
Media Agencies
Publishers
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To wrap it all up
