Ad Operations

Attached you’ll find both the presentation and an example of the DMC Trafficking Workbook. Your managers/mentors/project leads will be a great resource in helping you navigate the TWB. We will gain more insight into how this document is used by Media Planners after our MAP course, where you’ll receive mock creative and mock contracts to input in both MAP and the TWB. So for now, no post-work, but we will revisit this.

Recap

Ad Serving- The process of delivering ads to viewers through an ad server, which is a platform that helps perform tasks related to online advertising campaigns.
DoubleClick Campaign Manager- A commonly used third-party ad server that is owned and operated by Google.
Ad Serving Fees- Ad Serving Fees are charges incurred by an ad server for metric reporting.
Ad Tags- A digital placeholder within which content will be displayed. They are used to fetch (or call) an advertisement from an ad server.
Ad Trafficking- The process of setting up an ad campaign from a technical aspect.
Viewability- An online advertising metric that aims to track only impressions that can actually be seen by users
Invalid Traffic/Non-Human Traffic- Any clicks or impressions that may artificially inflate an advertiser's costs or a publisher's earnings.
Brand Lift study- With metrics such as ad recall, brand awareness, and consideration (rather than traditional metrics such as clicks, impressions, or views), Brand Lift can help you align your campaigns with your marketing goals. Brand Lift’s testing methodology and large sample size can provide you with detailed insights into how your campaigns influence the way people feel about your product or brand. Multiple surveys can be created for different metrics to be shown to users at different times. The difference in responses between the two groups determines the influence your ads have on key brand metrics, such as ad recall, awareness, and consideration.