What is placement in DCM?
A placement is the part of a website where your ad appears. Each placement
corresponds to a single placement tag. This tag calls Campaign Manager 360 for an
ad to load to the placement when users visit your publisher's site. You must create a
placement for your ad in order to generate the placement tag.
---------------------------------------------------------------------------------------------------------------------
Ad: In Campaign Manager 360, you can set up ads to either display content or track
clicks and impressions. It depends on the ad type you create.
Standard ads display creatives on sites. Use standard ads for any creative type you want
to display.
Tracking ads and click tracker ads do not deliver visible content. Instead, they help you
track clicks and impressions on sites.
Default ads: serve when no other ads are eligible to serve to a placement. That way,
there's always an ad to show your audience. Default ads have no targeting criteria, so
any user is eligible to receive them.
Tracking ads
Use tracking ads to track non-Campaign Manager 360 content. This way, you can use
Campaign Manager 360 reporting tools to check clicks and impressions even when
content is not served by Campaign Manager 360.
---------------------------------------------------------------------------------------------------------------------
Click trackers
Click trackers are ads that are used to record the number of clicks on text links, links in
emails, or on other elements that are hard coded on a website. They can also be used to
track clicks on creatives that are not delivered by Campaign Manager 360.
---------------------------------------------------------------------------------------------------------------------
DCM is DoubleClick campaign manager which is an ad server for advertisers. DCM helps
advertiser or agencies to create tags or trackers by which they can track their campaign
performance and status of delivery.
2. DSP helps to manage multiple ad exchanges, ad networks or sites using one interface.
---------------------------------------------------------------------------------------------------------------------
What is a floodlight activity?
A Floodlight activity is a specific conversion you want to track, such as the completion of
a purchase or a visit to a page on your site.
A tag is automatically generated for each activity, and your web team installs the tag
onto your site. When a visitor lands on the conversion page,
the tag reports a conversion.
A floodlight tag is a piece of code generated in Campaign Manager that is placed on a
website's individual pages,
allowing marketers to track what a user is doing when visiting their site.
Formats of tag:
Global site tag
Iframe tag
Image tag
Type:
Counter
Standard
Unique
Per session
Sales
Transaction
Item sold
---------------------------------------------------------------------------------------------------------------------
What is the difference between iFrame and JavaScript tags?
JavaScript tags may affect page load time, while iFrame tags won't. JavaScript tags can
Supported by almost all popular browser types
but Iframe Not supported by all browser types, Users may disable JavaScript which
removes the intended functionality of the ad, JavaScript can be used for extendable ads
but in iframe can't have that functionality
---------------------------------------------------------------------------------------------------------------------
---------------------
What are 3rd party tags?
A third-party ad tag or 'ad placement tag' is simply a snippet of JavaScript code,
generated from a 3rd party ad server,
which is then placed into an ad inventory space on a website or app to display ad
creatives that were uploaded on the ad server.
---------------------------------------------------------------------------------------------------------------------
pixels and cookies?
Tracking pixels sent information directly to servers, so they do not rely on the user's
individual browser.
Pixels are able to follow users across all of their devices, linking marketing efforts across
your website and mobile ads.
Also, users cannot disable pixels like they can disable cookies.
---------------------------------------------------------------------------------------------------------------------
What is a click tracker URL?
The click tracking URL is generated dynamically by our ad server for the purpose of
tracking clicks.
Our click tracker will record this click data before redirecting to the actual
destination/landing URL.
If you have an ad from a third-party ad network or ad server, you can use a click macro
to track clicks.
---------------------------------------------------------------------------------------------------------------------
Cachebuster (random number)
%%CACHEBUSTER%%
The cachebuster macro ensures that a fresh call is made to the ad server every time the
code is executed, so you can count impressions accurately.
If you don't add the cache-busting macro to creative code, you’re more likely to see
impression counting discrepancies between
Google Ad Manager and a third-party ad server. Note that not all third parties require
the cachebuster macro.
---------------------------------------------------------------------------------------------------------------------
---------------------
VAST stands for Video Ad Serving Template Creates a communication bridge between
video player and ad server.
Supports standard form of video ads within in-stream videos across all compliant video
players. (Desktop, mobile web & app, OTT)
VPAID stands for Video Player Ad-Serving Interface Definition Creates an interaction
bridge between video player and video ad units.
Supports interactive form of video ads, playback, etc. within in-stream videos across
compliant video players. (Desktop, mobile web)
---------------------------------------------------------------------------------------------------------------------
---------------------
What is Brand Safety?
Brand safety measures are designed to protect a brand’s online reputation by restricting
it from associating with negative and inappropriate content.
---------------------------------------------------------------------------------------------------------------------
---------------------
Programmatic Advertising (sometimes also referred to as Programmatic Marketing or
Programmatic Buying) is an automated process of buying
and selling of a digital ad inventory across a wide range of websites.
---------------------------------------------------------------------------------------------------------------------
---------------------
What is 1st party audience?
First party data is defined as data that your company has collected directly from your
audience -- made up of customers, site visitors, and social media followers.
"First party" refers to the party that collected the data firsthand to use for re-targeting.
---------------------------------------------------------------------------------------------------------------------
---------------------
What is third-party audience?
Third-party audiences are curated data sets comprised of specific segments.
Data intelligence companies collect user data anonymously based on demographic or
psychographic behavior and curate relevant audience segments.
---------------------------------------------------------------------------------------------------------------------
---------------------
Affinity audiences are useful to advertisers who are looking to raise awareness and drive
consideration among affinity groups that have a strong interest
in their products Add affinity audiences to your audience targeting to reach people
based on their specific interests as they browse pages across the web.
Select from a wide range of lists—from "auto enthusiasts" and "sports fans" to "luxury
travelers" and "fashionistas"—to show ads to people who are likely
to be enthusiasts.
---------------------------------------------------------------------------------------------------------------------
---------------------
In-market audiences is a way to connect with consumers who are actively researching or
comparing products and services across Google Display Network
publisher and partner sites and YouTube. ... In this way, Google accurately categorizes
users so you can target those most interested in your offerings.
---------------------------------------------------------------------------------------------------------------------
---------------------
Combined audience: using combined audience advertiser can combine in-market,
affinity, demo and remarketing audience using "and" "or" or "Not" derivatives
---------------------------------------------------------------------------------------------------------------------
---------------------
Similar audiences is a targeting feature based on first party data lists, most commonly
remarketing lists, that helps you expand the reach of your
best-performing audiences by targeting new users with similar characteristics to your
site visitors.
---------------------------------------------------------------------------------------------------------------------
---------------------
What are the benefits of using an ad server?
Host all of your media campaigns in one account.
Enhanced targeting options for campaigns.
Manage your ad budget in one central location.
Centralize your ad-buying, tracking, and performance metrics in one place.
---------------------------------------------------------------------------------------------------------------------
---------------------
When brands engage in real-time bidding (RTB) for online ad impressions, the three
basic types of auctions are first-price auctions, second-price auctions and fixed or
guaranteed auctions.
---------------------------------------------------------------------------------------------------------------------
---------------------
what a second price auction is, is that the highest bidder in an auction will pay one cent
higher than the second highest bidder. That's important because what it does is it
encourages bidders to bid as high or as high as they can for inventory that they really
want.
---------------------------------------------------------------------------------------------------------------------
---------------------
The main advantage of non-skippable video ads: Viewers watch the entire video. The
main disadvantage: You pay for each and every view! Even for viewers who find it
annoying and don't pay attention to your ad. Just like TV advertising.
---------------------------------------------------------------------------------------------------------------------
---------------------
Viewable impressions
These include the relevant viewable ads which are measured as the percentage of ads
seen by real audiences. These refer to advertisements displayed for more than one
second and more than 50% ad is visible.
---------------------------------------------------------------------------------------------------------------------
---------------------
An ad tag (aka creative tag or placement tag) is a chunk of code inserted within the
webpage that sends a request to the ad server to show an ad in a given place. It may be
either an HTML or JavaScript code snippet combined with a URL from which the browser
will request an ad.
Each ad tag defines exactly how the ad should be served on this particular website — it
contains data about the creative ad format, size, category, and other requirements. The
snippet can also be put into the header or iFrame wrapper to isolate it from the primary
website script.
---------------------------------------------------------------------------------------------------------------------
---------------------
Dynamic creative optimization (DCO) is a form of programmatic advertising that allows
advertisers to optimize the performance of their creative using real-time technology.
In DCO, a variety of ad components (backgrounds, main images, text, value propositions,
call to action, etc.) are dynamically assembled on the flight, when the ad is served,
according to the particular needs of the impression. Creative development is done using
creative studio tools like Adobe Photoshop. It may include video, animation, native
components, and interactive elements.
---------------------------------------------------------------------------------------------------------------------
---------------------
Reports in Display & Video 360.
Offline reporting.
Instant reporting.
Dashboards.
Inventory transparency.
---------------------------------------------------------------------------------------------------------------------
---------------------
A bid strategy that automatically sets bids for your ads based on that ad's likelihood to
result in a click or conversion. Each type of automated bid strategy is designed to help
you achieve a specific goal for your business.
---------------------------------------------------------------------------------------------------------------------
Types of data partners
Demographic Data.
Marketing Data.
Audience Data.
Ownership Data.
Psychographic Data.
Social Media Data.
Consumer Purchase Data.
Consumer Finance Data.
Display & Video 360
Display & Video 360 is Google’s demand-side platform (DSP). It allows advertisers,
agencies, and trading desks to buy media across exchanges.
Display & Video 360 has a lot more functionality than a standard DSP — it's a single tool
for planning campaigns, designing creative, organizing audience data,
finding and buying inventory and measuring and optimizing campaigns.
The creative workspace in Display & Video 360 serves as a creative hub.
It helps to drive collaboration between brand, media, and creative teams by bringing
these teams together in one platform.
For my understanding:
3rd party very vendor (IAS, DOUBLE VERIFY, MOAT)
Types
monitoring- impression tracking
blocking- will target respective geo based on setup in ad verification platform
used to track the ad verification and blocking to target correct audience, advertiser
brand safety, viewability, geo
troubleshooting
creative inactive ad inactive and targeting, placement will be in future date and also
testing date will be in past, ad verification will have blocked in that case we will contact
ias team and tell to whitelist publisher
Troubleshooting the issue with floodlight activities, fourth party pixel tracking and DCM
tags that are not populating
numbers
counter will track covers for page load and event tracking like button click and
sales will track order id, no of items sold, revenue, items sold
inspect panni cat id, type id, src id. we will find in that page once the page is loaded
incase if not loaded, we will contact media plan to contact media planer to implement
floodlight tag in respective.
About bounce rate
Bounce rate is single-page sessions divided by all sessions, or the percentage of all
sessions on your site in which users viewed only a single page and triggered only a single
request to the Analytics server.
An ad network is a company that connects advertisers to apps and websites that want
to host advertisements to promote their products and services. ... If a publisher isn't
selling ad space themselves, ad networks will work with them to sell impressions.
An ad exchange is a technology platform that facilitates the buying and selling of media
advertising inventory from multiple ad networks. Prices for the inventory are
determined through real-time bidding. The approach is technology-driven as opposed to
the historical approach of negotiating price on media inventory.
A demand-side platform (DSP) is a system that allows buyers of digital advertising
inventory to manage multiple ad exchange and data exchange accounts through one
interface
A supply-side platform (SSP) or sell-side platform is a technology platform to enable web
publishers and digital out-of-home (DOOH) media owners to manage their advertising
inventory, fill it with ads, and receive revenue.
Pre-fetch tags
Pre-fetch tags are used to deliver in-stream audio, audio redirect, in-stream video, in-
stream video redirect creatives. When pre-fetch tags request an ad, Campaign Manager
360 sends the ad content first and logs the impression after the ad content loads.
Campaign Manager 360 logs the impression only once the primary audio or video asset
has buffered enough to start playing. The tag "fetches" the content before the
impression is logged. Campaign Manager 360 is VAST 2.0, 3.0, and 4.0 compliant, and
provides pre-fetch tags for each type. Pick the tag you need or send both to the
publisher.
