Ad Network Management

8-Sept-2014

raremedia

MITCHELL WRIGHT • WWW.MITCHELLWRIGHT.NET • @mitchellbwright

INTRODUCTION

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OUTLINE

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● What are ad networks?● How do ad networks work?● What are “standard” ad units/sizes?● How to layer ads● Ad servers● Q&A

What are we even going to learn?

WHAT IS AN AD NETWORK

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HOW AD NETWORKS MEASURE REVENUE

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CPM: Cost per mille (cost per 1,000 impressions)CPC: Cost per clickImpression: whenever an ad is displayedPublisher: person who owns the website ads are displayed on (blogger)Advertiser: person paying for the ad (brand)

STANDARD AD SIZES

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LESS TRADITIONAL AD UNITS

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Pushdown/Expandable

LESS TRADITIONAL AD UNITS

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In-image Ads

LESS TRADITIONAL AD UNITS

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Interstitial Ads

HOW THIS ALL WORKS

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1) Apply to a network

2) Obtain and place ad tags

3) Receive ad impressions

4) Get $$$

Things to remember:1. Some networks have minimum pageview

requirements2. Some networks only serve ads for a particular

vertical3. Some networks have additional requirements such

as being first layer, or not allowing you to work with particular ad networks

SOME HELPFUL INFO

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Viewability: a minimum of 50 percent of pixels in view for a minimum of 1 second

VIEWABILITY

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Ad Networks Using Viewability

Ad Layering/ Ad Waterfalls

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WALKTHROUGH

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http://bit.ly/adNetworkTemplate

Ad Setup Template

CPM FLOORS

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CPM Floor: The amount of money below which a publisher (blogger) doesn’t want to sell an ad impression

The CPM floor will generally be less than or equal to different networks as you move down an ad waterfall

PASSBACKS

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Passback: occurs when an ad network can’t serve an ad at the agreed upon price floor, or when no paid ads are found

Ad Network #1

Ad Network #2

Ad Network #3

PASSBACKS

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Setting Up A Passback

PASSBACKS

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Setting Up A Passback

AD SERVERS / DFP

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Ad servers are best used for serving directly-sold inventory

● Glam Ads● Rivit● Lijit (sovrn)● Today’s Mama● Burst Media● Martha’s Circle● AdSense● Izea● Technorati● Ad.com● BlogHer● Tribal Fusion● Sonobi● 33Across

LIST OF AD NETWORKS

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● Kixer● GumGum● Vibrant Media● Switch Ads● Chitika● nRelate● adiply● content.ad● ad supply

http://mitchellwright.net/ad-network-reviews

QUESTIONS

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@mitchellbwrightmitchell@raremediapartners.commitchellwright.net