IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian Hewetson
X Series Programmatic - eyeReturn - The Importance of an Adserver
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Transcript of X Series Programmatic - eyeReturn - The Importance of an Adserver
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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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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