DIGITAL MARKETING & MEDIA FOUNDATIONS · 2017-09-12 · study guide digital marketing & media...

DIGITALMARKETING&MEDIAFOUNDATIONS

STUDY GUIDEDIGITAL MARKETING & MEDIA FOUNDATIONS

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TableofContents

INTRODUCTION 4

PARTONE:ABOUTTHEEXAM 5

A. EXAMFORMAT 5B. SCORING 5C. EXAMCONTENT 5D. EXAMBLUEPRINT 7

PARTTWO:CONTENTAREA 8

A. COMPREHENDDIGITALADVERTISINGECOSYSTEM 81. EXPLAINTRADITIONALMARKETINGMODELS 82. DESCRIBETHEMEDIAVALUECHAIN 103. DESCRIBEDIGITALADVERTISINGFORMATS 144. DIFFERENTIATEDIGITALADVERTISINGPLATFORMS 155. DEFINEKEYDIGITALADVERTISINGTOOLSANDTECHNOLOGIES 166. CALCULATEMEDIAMATHEMATICS 177. ADHERETOCOMPLIANCESTANDARDS/POLICIES 18B. GATHERPRE-CAMPAIGNINFORMATION 191. DETERMINEACAMPAIGNTIMELINE 192. FORECASTINVENTORY 203. GENERATEANIO(AGENCYSIDE) 214. VALIDATEIOCOMPLETENESS 225. CONDUCTKICK-OFFCALL 236. COLLECTPOTENTIALASSETS 247. ALIGNCREATIVEASSETSWITHMEDIAPLAN 25C. EXECUTINGTHECAMPAIGN 261. CREATETRAFFICSHEET(AGENCYSIDE) 262. BOOKCAMPAIGNINADSERVER(PUBLISHERSIDE) 273. GENERATETAGS(AGENCYORVENDORSIDE) 294. QATAGS 305. IMPLEMENTTAGS 316. CONFIRMCAMPAIGNLAUNCH 32D.MONITORINGTHELIVECAMPAIGN 321. CHECKCAMPAIGNDELIVERYANDPACING 322. OPTIMIZEWITHINCONTRACTPARAMETERS 333. PROPOSEOPTIMIZATIONCHANGES 344. EXECUTECAMPAIGNMODIFICATIONS 345. PERFORMBILLINGANDRECONCILIATIONACTIVITIES 34E. IDENTIFYINGTROUBLESHOOTING 351. TROUBLESHOOTCREATIVE 352. TROUBLESHOOTTAGS 363. TROUBLESHOOTDELIVERY 36


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4. TROUBLESHOOTDISCREPANCIES 375. TROUBLESHOOTFRAUDULENTAND/ORMALICIOUSBEHAVIOR 376. TROUBLESHOOTTARGETING 38F. CAMPAIGNREPORTINGANDANALYSIS 381. GENERATEANDSCHEDULEREPORTS 392. PROVIDEBENCHMARKSFORSUCCESS 403. CONDUCTPOST-CAMPAIGNANALYSIS 40

PARTTHREE:GLOSSARY 42

TERMSANDDEFINITIONS 42A 42


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INTRODUCTION

IndividualsworkinginDigitalAdvertising,workcloselywithadvertisersandagenciesthroughoutthelifeofanadvertisingcampaign.Fromforecastinginventoryandreviewinginsertionorders,totraffickingcampaignsandmonitoringdelivery,aprofessionalworkingindigitaladvertisingcantakeonmanyrolessuchas:proposalentry,qualityassurance,loggingtraffic,pullingcampaignreports,monitoringcampaignperformance,andprovidingoptimizationrecommendations.

ThisIABDigitalMarketing&MediaFoundationsCertification(DMMFC)isanentry-levelindustrycredentialforprofessionalsnewtothedigitaladvertisingindustry.Individualswhoearnthecertificationhavedemonstratedtheirknowledgeandcompetencyofdigitaladvertisingwithcapabilitiesindigitaladoperations,sales,marketing,mediaplanning,anddataanalytics.Individualsmeetingeligibilityrequirementsmustpassamultiple-choiceexamtoqualifyforcertificationandearntheDMMFCdesignation.

Thepurposeofthisstudyguideistoimprovecandidates’preparednessfortakingtheDMMFCexam.Itcontainsusefulinformationaboutexamandquestionformat,requisitecoredigitalmediaknowledge,andspecializedcontentareasthatcandidateswillbetestedon.Thestudyguidealsoincludesusefullinksandresourcestoassistcandidateswithadditionalareasofspecializedknowledge,capabilities,andskillsthatmayappearontheexam.


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PARTONE:ABOUTTHEEXAM

A. EXAMFORMAT

TheIABDigitalMarketing&MediaFoundationsCertification(DMMFC)examconsistsof100multiplechoicequestions.Eightyofthosequestionswillbescored,whiletwentyarepre-testedforstatisticalpurposesandwillnotbescored.Youarescoredonlyontheeightyexamquestionsandonlycorrectanswersarecounted.Youwillnotreceivefeedbackonthepre-testedquestions.

Yourappointmentatthetestinglabwillbefortwohours.ThistwohoursincludesfiveminutestoagreetothenondisclosureagreementfortheDMMFCexamination.Thereafter,youwillhaveonehourandfifty-fiveminutestotaketheexam.Restroombreaksarepermittedbutcounttowardstheonehourandfifty-five-minuteallotment.

ItisthepolicyoftheIABtodevelopexaminationsutilizingapsychometricallyvalidprocess.Theexaminationwasdevelopedbysubject-matterexpertsundertheguidanceofpsychometricians(expertsinmeasurementandtestdevelopment)andisdesignedtomeasuretheknowledge,skills,andabilitiesrequiredtoperformcompetentlyasapersonworkingindigitaladoperations.

B. SCORING

Thepassingpoint,orthescoreyouneedtoachievetopassthecertification,wasalsodeterminedutilizingvalidpsychometricprocedures.Theexamisbuiltonapass/failbasis,toassesswhetheranindividualpossessesaminimumlevelofknowledge,capabilities,andskillsdeemednecessarytosuccessfullyperformthejobofadigitaladprofessional.TheIABfollowsbestpracticesinallitstestdevelopmentactivitiesandhasahighdegreeofconfidencethatonlythosewhomeetthecompetencyrequirementswillpasstheexamination.

Candidateswillreceivetheirscorereportatthetestcenter,whichwilldesignatetheirpass/failstatus.Detailedrawand/orpercentagescoreswillnotbeprovided.Successfulcandidateswillbenotifiedthattheyhavepassedandwillbeprovidedinstructionsforcompletingthecertificationprocess.Candidateswhofailwillreceiveanassessmentoftheiroverallperformanceoneachcontentareaoftheexam.Thisinformationisprovidedsocandidatescanseetheirareasofgreatestweakness,andpreparethemselvestoretaketheexam.

C. EXAMCONTENT

Successfulandknowledgeableindividualsworkingindigitaladvertisingshouldhaveafundamentalunderstandingofthesesixareascoveredintheexam:

A. ComprehendDigitalAdvertisingEcosystem.Understandingtheecosystemofthedigitaladvertisingindustryisintegraltothesuccessofadigitaladvertisingprofessional.Adprofessionalscanidentifytraditionalmarketingmodelsliketheconsumerjourney,andhowthesemodelscanbeappliedtodigital


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advertising.Theyalsounderstandthedigitallandscape,haveknowledgeindigitaladvertisingformats,platforms,toolsandtechnologies;andcancalculatemediamathematicswhileapplyingindustrystandardsatpoliciesintheirwork.

B. GatherPre-CampaignInformation.Successfuldigitaladprofessionalscanidentifyandconductthenecessarystepsbeforeanadvertisingcampaigncanbegin.Theycandeterminecampaigntimelines,forecastavailableinventory,andgenerateinsertionorder(IOs).Additionalstepsinclude:conductingkick-offcallsaddressingcampaign-relateddetails,collectingnecessaryassets,andaligningthemtothemediaplan.

C. ExecutingtheCampaign.Ensuringasmoothlaunchrequiresend-to-endoperationsmanagementthatstartswellbeforeacampaigngoeslive.Asuccessfuldigitaladprofessionalmustbedetail-orientedandcanjugglemanytasks.Theycanorganizecreativeassets,bookthecampaignaccordingtotheIO,generate,implement,andconductqualityassurancetestinginpreparationforcampaignlaunch.

D. MonitoringtheLiveCampaign.Digitalmediaoffersgreateropportunityforengagement,interactivity,targetability,measurability,andadhocoptimizationthantraditionalmedia.Toensureoptimalperformance,digitaladprofessionalsperformongoingqualityassurance(QA)andoptimizationreviewsforeachlivecampaignthroughoutitslifecycle.Theymonitorcampaigndelivery,identifyareasofoptimization,executecampaignchanges,andconductpost-campaignreportingactivities.

E. IdentifyingTroubleshooting.Successfuldigitaladprofessionalsunderstandandidentifythatproblemscanariseduringacampaign.TheyhaveasolidunderstandingoftheQAprocessandcantroubleshootcreatives,campaigndelivery,anddatadiscrepancieswhileescalatinganynecessarydetails.Theycanidentifyfraudulentactivitywhennecessaryandtroubleshoottargetingdetails.

F. CampaignReportingandAnalysis.Campaignreportingandanalysisisfundamentaltoanyadcampaign.Successfuladvertisingprofessionalscanidentifycampaignreporttype,analyzethedataagainstbenchmarks,andproviderecommendationstoimproveperformance.Theysummarizethecampaignandhighlightanysuccessmetricswithrecommendationsforfuturecampaigns.

Thefollowingexamblueprintliststhecontentareastobetested,aswellastheirapproximateweightingintheDMMFCexam.


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D. EXAMBLUEPRINT

ContentAreas WeightA ComprehendDigitalAdvertisingEcosystem 27.5%1 ExplainTraditionalMarketingModels2 DescribetheMediaValueChain3 DescribeDigitalAdvertisingFormats4 DifferentiateDigitalAdvertisingPlatforms5 DefineKeyDigitalAdvertisingToolsandTechnologies6 CalculateMediaMathematics7 AdheretoComplianceStandards/PoliciesB GatherPre-CampaignInformation 20.0%1 DetermineaCampaignTimeline2 ForecastInventory3 GenerateanIO(AgencySide)4 ValidateIOCompleteness5 ConductKick-OffCall6 CollectPotentialAssets7 AlignCreativeAssetswithMediaPlanC ExecutingtheCampaign 12.5%1 CreateTrafficSheet(AgencySide)2 BookCampaigninAdServer(PublisherSide)3 GenerateTags(AgencyorVendorSide)4 QATags5 ImplementTags6 ConfirmCampaignLaunchD MonitoringtheLiveCampaign 13.8%1 CheckCampaignDeliveryandPacing2 OptimizeWithinContractParameters3 ProposeOptimizationChanges4 ExecuteCampaignModifications5 PerformBillingandReconciliationsActivitiesE IdentifyingTroubleshooting 15.0%1 TroubleshootCreative2 TroubleshootTags3 TroubleshootDelivery4 TroubleshootDiscrepancies5 TroubleshootFraudulentand/orMaliciousBehavior6 TroubleshootTargetingF CampaignReportingandAnalysis 11.3%1 GenerateandScheduleReports2 ProvideBenchmarksforSuccess3 ConductPost-CampaignAnalysis


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PARTTWO:CONTENTAREA

A. COMPREHENDDIGITALADVERTISINGECOSYSTEM

Thedigitaladvertisingecosystemisverycomplexandcontinuestoevolve.Thissectionprovidescandidateswiththefoundationalknowledgeofthevariouspartswithinthedigitaladvertisingindustry.

1. EXPLAINTRADITIONALMARKETINGMODELS

Thetraditionalconsumerbuyingfunnel,alsoknownastheconsumerpurchasepath,hasbeenusedasamarketingmodelforyears.Thismodeldescribesthedecision-makingprocessapersongoesthroughpriortomakingapurchase.Lookatthefollowingconsumerfunnelandtheirdescriptionsforeachstageofthefunneltounderstandaconsumer’spathtopurchase.

Exhibit1.TheTraditionalConsumerBuyingFunnel

• Awareness:Themomentaconsumerfirstlearnsaboutaproduct/servicesand/ortheadvertiser’sbrand• Consideration:Occurswhentheconsumerlearnsdetailsabouttheproduct/services• Preference:Thestagewhentheconsumercomparesthebrandorproduct/servicestothecompetition,

whileidentifyingtheonethatappealsmosttotheirneeds• Purchase:Themomenttheconsumercomestoadecisiontobuythatproductorservice• Loyalty:Theconsumer’sdecisiontocontinuepurchasingthatproductorservice• Advocacy:Occurswhentheconsumerlovesaproductorbrandsomuch,theypromoteittotheir

friends,family,and/orsocialnetwork

Asadvertisinghasevolved,sohastheconsumerpurchasepathortheconsumerdecisionjourney.Consumersinteractwithmanydifferenttouchpointscausingthemtojumpfromonephaseoftheirdecision-makingprocesstoanother,nolongerfollowingthefunnel.Thefollowingconsumerdecisionjourneyillustratesanewertakeinthedecision-makingprocess.


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Exhibit2.EvolutionoftheConsumerDecisionJourney

Source:MarketingMadeSimple–PurchaseFunnelmarketing-made-simple.com/purchase-funnel

Supposeaconsumerhashadexposuretoavideoadforanewbrandofsunglasses,puttinghimintheawarenessstage.AweeklaterafriendofhispostsapictureonFacebookwearingthatbrandofsunglasses.Heseeshowgoodtheylookandmakesthedecisiontobuyapairforhimself.Hehadapurchaseintenttriggerthatmovedhimfromawarenesstothepurchasestage.Thisevolutionrequiresadvertisersandbrandstothinkabouttheirgoalsmoreholistically,accountingforotherformsofmedia(e.g.,user-generated),asopposedtothetraditionalcampaign-focusedstrategies.

Candidateswillneedtoidentifythedifferentmediatypes:paid,owned,earned,andshared.• Paidmediaiswhenabrandpaystoadvertiseacampaign(e.g.,Nikerunsdisplayandvideocampaignsto

promotetheirnewAirJordans).• Ownedmediaiswhenabrandownssomeformofinternalcontentsuchasaninternalblogorsocial

media(e.g.,BMW’sFacebookpage,Target’sinternalblogwheretheypublishcontent).• Earnedmediaiswhentheconsumerbecomesthechannelbyendorsingthebrandinsomeway(e.g.,

KendallKardashianpostsanewshakeshe’sbeendrinkingforherfast,CristianoRonaldotweetinghisfavoriterestaurant).

Sharedmediaisthecombinationoftwoofthethreedifferenttypesofmedia.Thefollowingaresomeexamplesofthosesharedcombinations:

• Paid+Ownedcanbeconsideredpromotedbrandcontent(e.g.,Audipublishesablogandhighlightstheirnewestvehicleasoneofthetop-rankingvehiclesinthe2018safetyreport).

• Paid+Earnedisessentiallywhenacustomeris‘sponsored’orpaidtopromotesomethingaboutthebrand(e.g.,SonyPlayStationpays/incentivizesatopgaminginfluenceronInstagramtopostapictureoftheirnewSonygamingconsole).


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• Owned+Earnediswhenabrandasksforsomesortofshareorpromotionfromtheirconsumerswithoutanyincentive(e.g.,SouthwestAirlinespostsavideoontheirFacebookpagepromotingtheirsummerflightprices,andaskstheirfollowerstosharethepost).

2. DESCRIBETHEMEDIAVALUECHAIN

Candidateswillneedtounderstandthemediabuyingprocessandtherolesandresponsibilitiesoftheplayersinthemediavaluechain.Avaluechainreferstothedifferenttypesoforganizationsandtheirprocessesthatdeliveraproductorservicewithinanindustry.Candidatesmustbeabletodemonstratehowthedifferentelementsofthedigitalmediavaluechain(digitalmediaecosystem)worktogether.

Theecosystemdepictedbelow,haveevolvedintowhatisnowtheprogrammaticdigitalmediavaluechain,orecosystem.Programmaticbuyingandsellingisanautomatedwaytobuyandselldigitaladsandhastransformedthebuyingandsellingofadvertisingwithintheindustry.Theautomationmakesiteasiertolaunchandrunadcampaignsthantraditionalcampaignmethods,withapproximately20%ofalldigitaladvertisingbeingsoldbyonemachinetalkingtoanothermachine.Reviewthelatestinformationonprogrammatic,here:iab.com/programmatic.

Historically,programmaticwasassociatedwithunsold/remnantinventory,orinventorythathasnotbeenpurchasedbyanadvertiser.Ithasevolvedsignificantlyoverthepastseveralyearsdrivingorganizationalshiftsandaddingnewplayerstothegame.Visitthelinkbelowtheillustration,foraninteractiveandinformativeversionofthefollowingecosystemthatconnectsthebrandtotheconsumer,withtheadvertiser(buy-side)ontheleftandthepublisher(sell-side)ontheright.

Exhibit3.High-LevelViewoftheDigitalMediaValueChain

Source:IABAdvertisingEcosystemdata.iab.com/ecosystem.html


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ThefollowingIABillustrationprovidesamoredetailedoverviewofthedigitalmediavaluechain.ReviewthisinconcertwiththeecosystemaboveandfamiliarizeyourselfwiththeindividualplayersintheIABArena.

Exhibit4.DigitalMediaValueChain–IABArena

Source:IABArenaiab.net/iabarena

TheIABArenaidentifieshowthedifferentpartsofthedigitaladvertisingecosystemworktogethertocreateandexecuteadvertisements,withbrandsatthecore.VisittheIABArenalink,foraninteractiveillustrationandinteractivevideofordefinitionsofthevariousparts.Besureyouunderstandhowtheelementsworktogether,candefinetheroleandvalueofeachpart,andareabletodemonstratehowthevariouselementsofthevaluechainworktogether.

• Brands:Keepersofthevaluesystemthatinformandenrichtheproductsandservicesthatpeoplebuy.Theyaretheinitiatorsandatthecoreofdigitaladcampaigns.Allhumanandtechnologicalactivityindigitaladvertisingisinservicetothosebrandsandemanatesfromthem(e.g.,McDonald’s,Nordstrom,AT&T,Sony).

• MediaPlanning&Buying:Wherethechoicesaboutwhatchannelsandplatforms,brandsplacetheiradvertisingwithin,aremade.

o Agencies:Acompanythatprovidesadvertisingandmarketingservicestobrandmarketersandofferarangeofservicesfromcreativetomedia,oracombination;canbeindependentorheld(e.g.,Mindshare(WPP),OMD(Omnicom),LeoBurnett(Publicis)).

o In-House:Employedbythebrand,butsimilarfunctionsasanagency.o MediaManagementSystem:Toolsformediabuyerstomanagecampaignsandbrands.

• ContentCreators:Encompassthetypesofcontentmarketersplacetheiradwithin,toreachconsumers.


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o Publishers:Entitythatcreatesandownscontent;couldbeanythingthathasadinventory–includeswebsites,blogs,andapps(e.g.,WSJ,NYT,Weather.com,Buzzfeed,ESPN).

o Social:Sitesthatfocusoncommunicationbetweengroupsofapprovedindividualswhoaretypicallypartofanever-expandingsocialcircle.

o User-Generated:Anytypeofcontent(text,images,audio,orvideo)thatiscreatedbynon-professionals.

o BrandContent:Contentthat iscreatedanddisseminatedbybrands.o Portals:Destinationsitesthatprovidesearch,email,andownedoraggregatedcontent(e.g.,

Google,AOL,Yahoo!,Bing).

• MediaVendors:Organizationswhosellandre-selladvertisinginventory.o Publishers:Entitiesthatprofessionallyproducedigitalmediacontent(text,images,audio,

video);inthiscategory,includingad-supportedsites.o AdExchanges:Asaleschannelbetweenbuyers,publishers/networks,aggregatinginventoryvia

aplatformthatfacilitatesautomatedauction-basedpricingandreal-timebidding(RTB),e.g.:§ Display:DoubleClick,RightMedia,OpenX,FacebookExchange§ Video:AdapTV,SpotXchange§ Mobile:MoPub,Appnexus

o DSPs(Demand-SidePlatforms):Techinterfacethatprovidescentralizedandaggregatedprogrammaticmediabuyingfrommultiplesourcesincludingpublishers,adexchanges,andadnetworks(e.g.,Turn,MediaMath,AppNexus,DataXu,TheTradeDesk).

o SSPs(Supply-SidePlatforms):Techusedbypublisherstoprogrammaticallysellinventory,optimizepricing/yield,andaudienceforapoolofpotentialadvertisers(e.g.,AppNexus,AdMeld,Pubmatic,RubiconProject).

o ATDs(AgencyTradingDesks):Centralizedmanagementplatform,specializinginprogrammaticaudiencebuying.Usedbyagenciesandownedattheholdingcompanylevel;tradingdesksarelayeredontopofDSP(s)(e.g.,Xaxis(WPP),Vivaki/AudienceonDemandor“AoD”(Publicis),Accuen(Omnicon),Cadreon/Magna(IPG),Varick(MDC),Affiperf(Havas)).

o AdNetworks:Provideanoutsourcedsalescapabilityforpublishersandameanstoaggregateinventoryandaudiencefromnumeroussourcesinasinglebuyingopportunityformediabuyers.Includestechnologiestoenhancebuysincludinguniquetargetingcapabilities,creativegeneration,andoptimization(e.g.,(1Display)Collective,Undertone;(2Mobile)MillenialMedia,AdMob,TapJoy,JumpTap;(3Video)Videology,Tremor,BrightRoll,YuMe).

• ExecutionTechnologies:Technologytosimplifyprocessessuchasdistributingtheadstovariousmediaoutlets,trackingtheirspecificplacements,optimizingthembasedonperformance,andreportingbacktheactualcountsofadsdelivered.

o AdServers:Technologythathosts,serves,andreportsonadcampaigns(e.g.,DoubleClick,Atlas,Pointroll).

o SiteServe:Theoriginalsourceoftheinventoryserving(delivering)thead.

• MediaEnhancements:Technologiesdesignedtoenrichthecreativeormorepreciselytargetspecificaudiencesthatthoseadsreach.Therearemanydatasignalsthatcancontributetobetterperformingad


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effectivenessindigitalmedia.o DMPs(DataManagementPlatforms):Technologyplatformanddigitalwarehousedesignedfor

thestorageandprocessingof1stand3rdpartydatatointegrateandimplementthedatathroughouttheadcampaign’sbuyingandexecutionprocess.

o DataSuppliers:Companiesthatprovidecookiepools,audienceprofiles,andothertechnologytotargetdesiredaudiences(e.g.,Quantcast,BlueKai).

o CreativeOptimization:Technologythatenablesmarketers/agenciestocontrolandmanagecreativeassets,integratingwiththeadservertoautomaticallyservethebest-performingcreative.

o RichMedia:Adcreativeandadservingprovidersofferingadvertiserstheabilitytoruncreativethatviewerscaninteractwith(e.g.,Pointroll,Medialets,Spongecell,Celtra).

o Verification/Privacy:3rdpartycompaniesthatprovidebuyersthecapabilitytomonitorcampaignstoverifyadsappearinthedesiredenvironment,protectingthemfromfraudulentactivityand/orwasteddollars(e.g.,Moat,DoubleVerify,IntegralAds,comScore).

o TagManagement:Technologythatinteractswithanadservertohelpbuyersandsellersconsolidatetagstospeedupthedeliveryofthead.

• BusinessIntelligence:Macrosystemsthatenableeachstakeholderinthedigitaladecosystemtomoreeffectivelymanagetheirbusinesses.

o MediaAttribution:Alevelofreportingonmediabuyswheresystemshelpthemarketerunderstandatrue,holisticpictureofexposuretoanentirechainofmediathatresultsintheultimateoutcome,aconversionorsale(e.g.,ONEAttribution,VisualIQ).

o MarketingReporting&Analytics:Companiesthatprovidetheabilitytotrackadcampaignsandmeasuresuccessmetrics(suchasbrandlift)andROI.Thesecompaniesaretypicallygearedtotheneedsoftheadvertiser/agency(e.g.,DynamicLogic,Neilsen,Vizu).

o SiteMeasurement&Analytics:3rdpartyresourceusedbypublisherstodeterminehowtobetterdevelopandoptimizecontenttogrowandensuregreaterengagementwiththeiraudiences(e.g.,QuantCast,GoogleAnalytics).

o ResearchProviders:Companiesthatprovideconsumerbehaviorinformationandindustrybenchmarks(e.g.,Neilsen,comScore,Forrester,eMarketer).

Asyourevieweachcontentareainthestudyguide,trytounderstandwhichsideoftheecosystemthosetasksfallunderandhowanadprofessionalinthatrolemightworkwiththeotherpartsofthechain.

Regardlessofwhereadigitaladvertisingprofessionalworkswithinthedigitaladvertisingecosystem,itisnecessaryforhimorhertopossessabroadbaseofknowledgeaboutallstepsintheworkflow.Effectivedigitaladprofessionalswithinthischaintypicallyshareacommonsetofskills,abilities,attitudes,andresourcestodotheirjobs.Besuretofamiliarizeyourselfwiththisholisticviewoftheinteractiveadvertisingsupplychainandmakenoteofthebestpracticesineachstep.


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Exhibit5.InteractiveAdvertisingSupplyChain

Source:IABInteractiveAdvertisingWorkflowBestPracticesiab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf

Therearemanydifferentcareersthatadigitaladvertisingprofessionalcanpursue,buteachplaysanimportantpart,workingcloselywithadvertisersandagenciesthroughoutthelifeofadigitaladcampaign.Digitaladprofessionalsmightalsoassistmanyinternalteamsandtheirfunctionssuchas,AdSales,AdOps,Marketing,andProductteams.Belowareafewofthemanydepartmentsthatacandidatemightworkin.Note:Rolesanddutiesmayvarybyorganization:

• AdSales:Thispublisher-sideteamisresponsibleforsellingadspacetoadvertisers/agencieslookingtobuyinventoryfortheirbrands.Taskssuchasforecastinginventoryandgeneratingcontracts,thisteamisinvolvedpre-saleandmaystayonasastakeholderpost-saletoensurecampaignsuccess.

• Marketing:Thisgroupdevelopsthestrategytomarkettheproductandcanpartnercloselywithsalesorganizations.

• AdBuying:Thisadvertiseroragency-sideteamisresponsibleforpurchasingadvertisingspace.Anagencybuysadsonbehalfofanadvertiserorbrand,whereasanadvertisercanworkdirectlywiththepublishertopurchasedigitaladcampaigns.

• AdOperations(AdOps):Thisteamisheavilyinvolvedwiththeadvertiserpost-sale,andasthenamestates,managesallaspectsrelatedtotheoperationsofadcampaigns.Theyensureasmoothandsuccessfullaunchoftheadvertiser’scampaignandbudget.Therolesandtasksthatfallunderadoperationstypicallyrequireatechnicalskillset.Someofthoserolesinclude:adopsmanager,campaignmanager,adtrafficker,etc.

• AccountManagement:Thepost-salesteamthatisthepointpersontotheclient(agency/advertiser)thatknowsthecampaigndetailsinsideandout.Taskscaninclude:coordinatingmeetings,projectmanaging,campaignset-up,andanalyzingandoptimizingcampaigndelivery.

3. DESCRIBEDIGITALADVERTISINGFORMATS

Digitalmediaincorporatesmanydifferentdigitaladvertisingformats.Someofthoseinclude:• Search:SEM,SEO,andcontextualsearch• Display• Video• Social• Audio• Overlay


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Candidatesshouldbeabletoidentifyanddifferentiatethedifferentformatsaswellasexplainthemeasurabilityofdigitaladvertisingonthevariousmediaformats:impressions,clicks,andconversions.Detailedmeasurementguidelinesspecifictodifferentdigitaladformatscanbefoundhere:iab.com/guidelines/iab-measurement-guidelines.

Reviewthefollowingresourcesformoreinformationonthedifferenttypesofdigitaladvertisingformats.Whenresearchingthevariousformats,besuretounderstandthebestusesofeach:

• Search:Google:HowSearchWorks:google.com/search/howsearchworks/o GoogleDynamicSearchAds:

support.google.com/adwords/answer/2471185?hl=en&ref_topic=3119126o Googleshoppingads:

support.google.com/adwords/answer/2454022?hl=en&ref_topic=6275320• Display&MobileAdvertisingCreativeFormatGuidelines:iab.com/guidelines/iab-display-advertising-

guidelines• Video:iab.com/guidelines/digital-video/• Social:iab.com/news/how-to-make-sense-of-the-evolving-paid-social-media-world/andSocialMedia

ImageSizeGuide:sproutsocial.com/insights/social-media-image-sizes-guideandbesuretocheckoutthesocialmediaimagesizeslistinanalways-up-to-dateGoogleDochyperlink.

• Audio:iab.com/guidelines/digital-audio-ad-serving-template/IAB’sDigitalAudioAdServingTemplate(pg.16-17):iab.com/wp-content/uploads/2015/12/DAAST_1.1-3.pdf

4. DIFFERENTIATEDIGITALADVERTISINGPLATFORMS

Anadformatisthewayinwhichthecodeisusedtodisplayanadtoaconsumer,andtheadvertisingplatformisthehardwaretheconsumerseesthatadfrom(e.g.,laptop,mobile/tablet,gamingconsoles,TV).Candidatesshouldhaveknowledgeofthemostcommonlyusedmediaplatforms(digitalandtraditional)thatconsumersmaybeexposedto,howconsumersusethedifferentplatforms,andbeabletodescribetherelationshipbetweenplatformsandadformats.Note:Thespecsandguidelines(above)associatedwithaspecificdigitaladvertisingformatwilloftenbetailoredforuseacrossthevariousplatforms.Adprofessionalsshouldalsobeabletoexplainthevaluepropositionandmeasurabilityofeachplatform.

TraditionalMediaPlatforms:• Print• TV• Radio• Out-of-Home(OOH)akaBillboards

DigitalMediaPlatforms:• Desktop/Laptop• Mobile/Tablet• Connected/Interactivetelevision• Digitalaudiodevice


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• Gamingdevice• Digitalout-of-home(DOOH)akadigitalbillboards

Whenthinkingaboutadvertisingacrossthevariousplatforms,keepinmindthatadformatsandtheircontentcanbesimilaranddifferentineachenvironment.Forexample,videocanbefoundonallthedeviceslistedabove,buttheirform,function,andcapabilitieswillchange.Lookatsomebenefitsoftheseplatformsandformatscanhave:

• Desktop/Laptop:Reach,creative,immediacy,targeting,trackable,anddirectresponse• Mobile/Tablet:Locationawareness,directresponse,morepersonal,on-the-gousers,trackable• Audio:Locationawareness,reach,engagement,targeting,trackable• Video:Reach,creative,emotionalconnection,youngerdemo,trackable• Connected/InteractiveTelevision:• DigitalOut-of-Home(DOOH)

ReferencethefollowingIABPlatformStatusReportsformoreonthevarioustypesofmediaformatsandplatforms:

• DigitalVideoAdvertisingOverview:iab.com/wp-content/uploads/2015/09/dv-report-v3.pdfandIAB’sVideoPlayer-AdInterface(VRAID):iab.com/guidelines/digital-video-player-ad-interface-definition-vpaid-2-0/

• Audio:iab.com/wp-content/uploads/2015/09/IABDigitalAudioPSR11.pdfandthebenefitsofaudio:iab.com/news/digital-audio-should-be-part-of-every-marketers-media-mix/

• GameAdvertising:iab.com/wp-content/uploads/2015/03/IAB-Games-PSR-Update_0913.pdf• InteractiveTelevisionAdvertisingOverview:iab.com/wp-

content/uploads/2015/09/iTVCommitteeWhitePaperv7.pdf• Mobilephone:iab.com/guidelines/mobile-phone-creative-guidelinesandIAB’sMobileRichMediaAd

Interface(MRAID):iab.com/guidelines/mobile-rich-media-ad-interface-definitions-mraid/• Desktop-basedviewabilitymeasurementrequirements:iab.com/wp-content/uploads/2015/06/MRC-

Viewable-Ad-Impression-Measurement-Guideline.pdf

5. DEFINEKEYDIGITALADVERTISINGTOOLSANDTECHNOLOGIES

Inthissection,digitaladprofessionalswillneedtodescribedigitaladvertisingtoolsandtechnologiesforbooking,trafficking,andcampaignimplementation.Candidatesshouldalsobefamiliarwiththeirdefinitionsandpurposeofthosetools.Reviewthefollowingexamples:

BookingTools:• ProposalManagementSystems:Asoftwareusedtowriteandtrackproposals• CRMs(CustomerRelationshipManagementSystems):Platformstomanageandanalyzecustomers

throughoutthelifeoftheircampaigns• DSPs(Demand-SidePlatforms):Technologyusedforprogrammaticmediabuying

TraffickingTools:• Buy-SideAdServers:Agency-sidetoolusedtohouseandtracktheadvertiser’sads


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• Sell-SideAdServers:Publisher-sidetoolusedbyinventoryvendorstodeliver,track,andoptimizedigitaladcampaigns

• AudienceSegmentation:Usedfortargetingandforecastinginthepre-salestageofthecampaignImplementationTools:

• VerificationSystems:Ensuresthatadsruninasafeanddesiredenvironment• SiteAnalytics:Toolusedforaudiencemeasurement• CreativeTechnology:Richmediavendors• MeasurementTools:Advancedreportingtoolsforcampaignperformance

Candidatesalsoneedtounderstandthedigitalmediaadservingprocessasitgoesfromsell-sidetobuy-side.VisittheAdOpsInsiderlinkbelow,foradeeperexplanationofthatservingprocessillustratedbelow.

Exhibit6.AdServingProcess

Source:AdOpsInsideradopsinsider.com/ad-serving/how-does-ad-serving-work/

6. CALCULATEMEDIAMATHEMATICS

Inadditiontomanagingdailytasks,adigitalmediaprofessionalshouldknowhowtousebothacalculatorandspreadsheetsoftwaretoperformmediamathematics.Handheldcalculatorswillnotbepermittedintothecomputer-basedtestinglabswhereyouwilltakeyourcertificationexam,however,anelectroniccalculatorwillbeprovidedonthecomputeryouwillusethere.

Successfuldigitaladprofessionalsshouldhaveknowledgeofmediamathematicsandmustbeabletocalculatethepricingandperformanceofdigitaladvertisingcampaigns.Knowledgeofmediamathematicsisusefulfora


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digitaladprofessionalwhencheckingcampaignreporting,thusrequirestheknow-howforspreadsheetsoftware(i.e.,Excel,GoogleSheets).Thisknowledgeisessentialinsettingupcampaignsinanadserver,reviewinginsertionorders,andsolvinganypricingdiscrepanciesthatcanoccur.Reviewthefollowingarticleformoreoncalculatingmediamath:en.titaninteractif.com/2014/02/17/calculating-media-math.

Exhibit7.MediaMathPricingandPerformanceFormulas

AnexampleforcalculatingCPM:anadvertiserwouldliketorunacampaignfor$14,000andserve5,000,000impressions.TheCPM=$2.80.

7. ADHERETOCOMPLIANCESTANDARDS/POLICIES

Digitaladprofessionalsmustunderstandandadheretoindustryprivacystandardsandpoliciesaswellasregulatory(e.g.,Pharma,alcohol,children)andnon-regulatory(self-regulatory)(e.g.,IAB,MRC(MediaRatingCouncil))compliancestandardsandpolicieswithintheindustry.

Self-regulationissetbyorganizationswithinanindustrymandatedtodoso.Thedigitaladvertisingindustryisself-regulatedwithgoverningguidelinessetbycompaniesliketheIABandfollowedbythebusinesseswithintheindustry.

Regulationsaresetbythegovernmentandfailuretofollowtheselawscanresultinfederalpunishment.Note:USFederalRegulationquestionswillnotbeontheDMMFCexambutitisimportanttobeawareoftheselaws.ReadmoreaboutthemattheFederalTradeCommissionsite:ftc.gov.

DigitalMediaAdvertisingPrivacyStandardsincludethefollowingpolicies:• Consumersshouldbeprovidedmeaningfulnoticeabouttheinformationcollectedandusedfor

interactiveadvertising• Consumersshouldbeinformedoftheirchoicesregardinginteractiveadvertisingandempoweredto


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exercisethosechoices• Businessesshouldimplementappropriateinformationsecuritypracticesandprocedures• Businessesshouldberesponsiveandaccountabletoconsumers• Companiesshouldeducateconsumersaboutthebenefitsofinteractiveadvertising

ReviewthefollowingresourcesfromtheIABsitetohelpprepareforthissectionoftheexam:• Self-RegulatoryProgramforOnlineBehavioralAdvertisingFactsheet:iab.com/wp-

content/uploads/2015/06/OBA_OneSheet_Final.pdf.• AllIABmembersagreetoadheretoindustry-accepted,non-regulatoryComplianceProgramsthat

canbefoundontheIABsite:iab.com/guidelines/iab-tech-lab-launches-technology-compliance-program.

• Anothercross-industryself-regulatoryprogramforonlinebehavioraladvertisingisalsoareferencebytheDigitalAdvertisingAlliance(DAA):aboutads.info.

EXAMDETAILS–CONENTAREAA:Knowledge,skills,andcapabilitiesrelatedto“ComprehendingDigitalAdvertisingEcosystem”willcompriseof22questions(27.5%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.

B. GATHERPRE-CAMPAIGNINFORMATION

Onceadinventoryavailabilityisconfirmed,thetraffickingprocessbegins.Thisistheprocessoftechnicallysettinguptheadcampaignononeormoreadservingsystemsfortargeting,delivering,andtrackingcampaigndetailsaccordingtotheIOspecifications.Thissectionwillwalkyouthroughthepreparationandcollectionofcampaignassetsforlaunchingdigitaladvertisingcampaigns.

1. DETERMINEACAMPAIGNTIMELINE

Thefirststeptowardsexecutingasuccessfulcampaigninvolvescampaignreviewandplanning.Forexample,iftheadvertiser’sgoalistodriveonlinesales,thedigitaladvertisingprofessionalmayselectadirect-responseperformancemetric,drivenbysalesrevenueorordervolume.Iftheywishtopursueabrand-focusedcampaign,performancemetricscouldbemeasuredbyabrandeffectivenessstudy.

First,theagencywillneedtoreviewcampaignexpectationsindetailandidentifyallpartiesinvolved,includingexternalvendors.Next,campaigngoalswillneedtobedefinedbasedontheadvertiser’sbusinessmodel,needs,andobjectivestoensuretheKPIshavebeenselectedtocomplementthestatedcampaigngoalsalongthemarketingfunnel.

Therearemanyfactorstoconsiderwhendeterminingatimeline.Frombrandexpectations,tostakeholderandtechnicalimplementationtimelines,allaspectsshouldbeconsideredwiththeinternalproductiontimeline.Forexample,ifthecampaignrequires3rdpartyvendors,andcustomization,theadprofessionalwillneedtoaccountforextratimetomeetthoseadditionalneeds.Regardlessofthetimeline,allaspectsmustbecommunicated


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clearly,settingtheproperexpectationswithallinternalandexternalstakeholders.

Therearemanystepsinvolvedincampaignexecutionandunderstandingthosestepswillhelpwiththisprocess.ReferenceIAB’sInteractiveAdvertisingWorkflowBestPractices(page5-13)forkeystepsintheprocess:iab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf.

2. FORECASTINVENTORY

Adinventoryforecastingreferstotheprocessofbeingabletoestimateavailableadviewsforafutureperiod,acrossdifferenttargetingcriteria.Publishersthatprovidereliableforecasts,gaintrustwiththeiradvertiser/agencycustomersandavoidpotentialproblems(e.g.,over-delivery,under-delivery).Knowledgeofinternalbusinessrules,toolsets,andprocessesisimportanttothesuccessofthisstep.

Adinventoryforecastingtoolsouttherethatusealgorithmsthatconsidercriteriasuchas:• Inventoryvolume/traffictrends• Seasonaltrends• Historicalcampaignperformance(ifavailable)• Competitiveseparation

o Competitiveseparationreferstotheconditiononsomeadcampaignsthatadsdonotappearwithincertainproximityofotheradsforcompetingproductsoradvertisers,orotheradsfromwhichseparationisdesiredbytheadvertiser.Theseseparationparametersshouldbeclearlyspecifiedaspartofthetermsofthecampaign.

• Campaignrestrictions• Desiredtargetingcriteria

AvailabilityreportingwillneedtobepulledandcomparedtotheRFP(RequestforProposal).Targetingcapabilitiescanincludebasictargetingandaudiencetargeting.

• Targetingcapabilitieso Day-Parting:Timeofday/viewhouro Geo-Targeting:User’sgeographiclocationo Contextual:Basedonsitecriteriao Device:User’sdevicetype

• AudienceTargetingo Demographic:User’sage,gender,income,ordemographiccharacteristicso Behavioral:User’swebbrowsinghistoryo Look-a-LikeModeling:Techniqueseekingtoincreasecampaignreachbytargetingaudiences

similartoasmalleraudiencebasedonattributestheyhaveincommono Retargeting:User’spriorexposuretoanadvertiser’ssite,product,oradcampaign

Ifinventoryneedscannotbemet,thepublishermustbeprovidedwithalternativesolutions.Inadditiontotargetingcriteria,knowledgeofsitearchitecture,organizationalservices,andfactorsthatcanaffecttheforecastarenecessaryforthisstep.


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Adpackagesareoftencomprisedofastandardunitorcombinedwithotherstandardunits.Accurateforecastingallowspublisherstoestimatehowmuchunsoldinventorymightflowtoa3rdpartypartnerineachmonth.

Managinginventoryisimportantforallpartiesalongthedigitaladvertisingvaluechainorecosystemtotakepartin.Digitaladvertisinginventoryisabundant,andbothsellersandbuyersneedmethodsforensuringthattheirpotentialadimpressionsareforecasted,selected,andvaluedappropriatelyandaccurately.

• DSPsuseinventorymanagementsystemstoidentifywaysofpackagingandpricingadstomaximizerevenuefromtheirinventoryportfolio

• SSPsusethesetoolstoidentifytargetedinventoryattheleastexpensiveprice

3. GENERATEANIO(AGENCYSIDE)

Onceapublisherandagencyhaveagreeduponadesiredcampaign,theirdigitaladopsdepartmenttypicallymanagestheoperationsofitslaunch.Atthispoint,theagencywillneedtogeneratetheinsertionorder(IO)beforethecampaigncanbegin.

TheIOisthebindingagreementofadvertisingspendbetweenallpartiesinadigitaladvertisingcampaignandwillalwaysbeaccompaniedbyIAB’sindustry-standardTermsandConditions(Ts&Cs),whichallpartieswillberequiredtosignuponagreement.FindoutmoreaboutIAB’sStandardTermsandConditionshere:iab.com/guidelines/standard-terms-conditions-internet-advertising-media-buys-one-year-less.

WhengeneratingtheIO,thedetailsfromthemediaplanwillneedtobeenteredintotheagency’sinternalIObuildingsystem(canvarybyorganization),outliningthedetailsofthecampaignandbothsigningparties.Theinformationinthesefieldstypicallyinclude:

• Flightdates• Campaignnameordescription• Numberofimpressions• Costtype(e.g.,CPM,CPA,CPC)• Costperunit• Targetingorcreativerequirements• Overallcost• Informationaboutthetwocompanies

Authorizedinternalandexternalsignaturesarerequiredtomoveforward.UponreceiptofthecountersignedIO,thepublisherwillofficiallybeginthenecessarystepstowardscampaignexecution.ReferenceIAB’sInteractiveAdvertisingWorkflowBestPractices(pg5-13)forkeystepsintheprocess:iab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf.


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Exhibit8.SampleElectronicInsertionOrder

Source:AADSMInsertionOrderaadsm.org/PDFs/AdvertisingInsertionForm.pdf

Exhibit9.SampleExcelInsertionOrder

Source:MonetizeProsInsertionOrdermonetizepros.com/encyclopedia/insertion-order-io

4. VALIDATEIOCOMPLETENESS

Atthispoint,thepublishervalidatesthedetailsintheIOandbeginsthinkingaboutcampaignexecution.Thisrequiresasolidunderstandingof:themediaplan,IOandTermsandConditions(Ts&Cs),organizationalstructure(whoisauthorizedtosigntheIO),industryterms,andpricingmath(i.e.,CPM,CPC).Oncevalidationiscomplete,thepublishersignsandsendstheIObacktotheagency.Thecampaignisnowreadytobekicked


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off.Exhibit10.ValidatingFieldsinanInsertionOrder

5. CONDUCTKICK-OFFCALL

Kick-offcallsensurethatallpartiesareonthesamepagewithcampaigngoalsandexpectations.Theaudienceforeachcallwillvarybyorganization,butshouldincludeallinternalandexternalstakeholdersinvolvedinthecampaigndetails.Thepublisher-sideadopsteamtypicallyhostsorattendsthecall,astechnicaldetailswillbediscussed.

StepstoPrepareforaKick-OffCall:• Createanagendaforthecall

o Determineanappropriateamountoftimetocovereverything.Organizationstypicallyhaveanideahowlongkick-offcallscantakedependingonthetypeofcampaign.Forexample,campaignswithlotsofdifferenttargetingrequirementsoruniquecustomizationsmayrequiremoretime.

• Determineallattendees/participatingpartieso Thisincludespartiesinvolvedinthecampaignfrombothsides(i.e.,salesrep,campaign

manager,marketing,analytics)andcanvarybyorganization.Nevermeetwithateamalone.Attheveryleast,invitethesalesreporyourmanagertothecall.

• Coordinatethekick-offcallbyfindingatimeanddatethatworksforallnecessarypartiesandbesuretoallowforenoughtime

o IncludetheagendaandIOasbestpracticeandsendoutanyapplicableinformationand/ordocumentationpriortothecall.

DuringtheKick-OffCall:• Takenotes• Discussdetailsincluding:

o Assetinformation(e.g.,adformats,creatives,tags)o Timelineexpectationso Launchdateso Campaigngoals


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o Campaignandbrandguidelines/restrictionso Sitetaggingo Sitecapabilitiesandlimitations

§ Thisisagoodtimetodiscusssitespecifications(andsendasafollow-up).Sitespecsoutlinewhatthewebsitecansupportforhowtooptimizeanadvertisementforthewebsite.Sampleclientspecsheet:web-redesign.com/downloads/06_client-specsheet.pdf.

o Limitationsorconcerns• Recommendbestpractices• Setreportinganddeliveryexpectations• Recapkeytakeawaysandactionitemsattheendofthecallincludingfollow-ups

AftertheKick-OffCall:• Sendafollow-upemailwitharecap/summaryofthecallandinclude:

o Timelineso Expectationso Actionitems

• Ongoingcheck-incallsmayoccur,dependingontheorganizationanddetails/sizeofthecampaign

Akick-offchecklistcanbehelpfulandcommoninmanyorganizations.Smallerorganizationsmaynothaveoneavailable,butadprofessionalsshouldconsidercreatingoneasabestpracticetoprepareandcoverallnecessaryinformationandsteps.Reviewthefollowingarticletipstoleadingconferencecalls:entrepreneur.com/article/243382.

6. COLLECTPOTENTIALASSETS

Theprocessofcollectingcreativeassetscanfallonvariousdigitaladvertisingprofessionals,butmostlyfallstothetraffickeroradopsprofessionalontheagency-side.Theseassetsarethefilesthatactasthebuildingblocksofapieceofcreative(singleadvertisement).Onecreativecanconsistofmultipleassets,dependingonhowitisdesignedandconfigured.Reviewthefollowingresourcesformoreoncreativesandanintroductiontocreatives:https://wiki.appnexus.com/display/industry/Creatives.

Oncecreativeassetshavebeenobtained,theywillneedtobetestedaccordingtotheQA(qualityassurance)process.Anindustrybestpractice,QA,isanongoingprocessandessentialinsafeguardingasmoothandsuccessfulcampaignlaunch.LearnmoreabouttheimportanceofQAinsectionC4ofthisguide.

Usingtheinsertionorderrequirements,thedigitaladprofessionalwillneedtobuildcreativestrategythatconsidersthenumberofadstobecreated,theirformats,sizes,creativeassets,filetypes,inclusionofrichmedia,andtraffickingneedsofspecificassetsand/ortags.Itisimportantthatthemediabuyerandsellerareworkingonthesamesetofcreativespecifications.

Thecreativestrategydetermineswhichparty(buyer,seller,or3rdpartyvendor)willretaintraffickingcontroloverthecreativeassetsthemselves(whichmayinvolvecreativedeliveryand/orcreativeintake).Thisstrategy


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alsodetermineswhichpartieswilltrafficredirecttagsthat“call”thecreativeassetsfromtheappropriatepartner’sserver,trackingitsdeliveryandmeasuringperformancealongtheway.

• Iftheadvertiser/agencyhoststhetags,theymaintaintheflexibilitytomanagethecreativeassetsontheirend,providesthemwithmoreinformationabouttheircampaign,thusprovidingthemwithaddedcontrol.

• Ifthepublisherhoststhetags,theadvertiserlosestheflexibilityofmanagingthecreative.Iftagshaveproblems(break),thepublishercanmanagetheassetsandfixthemontheirendastheyhavefullcontrol.However,whentheagency-sidehosts,thepublishermightberequiredtosendthetagsbacktotheagencywhichcanleadtocampaigndown-time.

Readthefollowingintroductiontoadtags:digitaladvertising-101.com/blog/digital-101-understanding-ad-tags#.WUg0vhPytTZandmakenoteofoneofthemainbenefitsforadvertiserstraffickingtheirownadtags.

Theuseoftagsaffectsmarketersdifferentlythanitaffectsadvertisersandpublishers.Readthefollowingarticlesformoreon3rdpartytags:

• 3rdpartytagimplementation:adgear.atlassian.net/wiki/pages/viewpage.action?pageId=20643870• Trafficking3rdPartyCreativesbyDoubleClick(Google):

support.google.com/dfp_premium/answer/1746123?hl=en&visit_id=1-636326526630329398-1852865771&rd=1

DigitaladvertisingisundergoingatransitionfromusingflashtoHTML5.ReviewthefollowingIABguidelinesformobiledisplayaftertheconversiontoHTML5:iab.com/wp-content/uploads/2016/04/HTML5forDigitalAdvertising2.0.pdf.

Candidatesshouldalsohaveasolidunderstandingoftrackingtags.Trackingtags,oftenimplementedaspixels(transparent“.gifs”),areplacedonasiteoradcreativetotrackuserevents.Itisbestpracticefortrackingtagstobeinplacebythetimethecampaignisreadytogolivesuchasconversionandretargetingtags,whileimpression,click,andinteractiontrackingtagscanbeimplementedduringthetraffickingprocess.

Itisimportantthatallpartiesbeawareofsitespecificationforexecutingthecampaign.ReviewthefollowingresourceforGoogle’sCollectsitespecsarticleforanexample:support.google.com/richmedia/answer/2417553.

7. ALIGNCREATIVEASSETSWITHMEDIAPLAN

Afterthecreativeassetshavebeencollectedandtested,itistimetoalignthemwiththemediaplan.MediaplansstemfromtheRFPthat’ssenttothepublishertocomplete.Whenthepublishercompletestheproposal,theagencycanthencreatethemediaplan.

Adprofessionalsshouldhaveknowledgeofmediaplansandhowtheyplayintothedigitaladvertisingenvironment.Performance-basedmediaplanswillshowcustomerengagement,wherefixedmediaplansshowflatratesandimpressiongoals.

Thisstepisoftenthejobofthemediaplannerontheagency-side,butstillagoodpracticeforanyonesettingup


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thecampaigntoQAthesitespecsandassetstothemediaplan.Thelineitemsinthemediaplanidentifycustomerengagementandwhethertheadvertiser’sgoalsarebeingmet.Comparethecreativeassetstoensurethatthefollowingdetailsmatchthemediaplandetails:placementsizing,weightingpercentages,sequencing,additionalmetrics(e.g.,audience,spend),A/Btestingorcreativerotationrequirements,andanyuniquetaggingstrategies.Finally,makeanynecessaryupdatestothemediaplanasneeded.

Readthefollowingarticletofindouthowprogrammatichaschangedmediaplanningandbuyingfortheindustry:exchangewire.com/blog/2015/11/12/how-programmatic-has-changed-media-planning/.

EXAMDETAILS–CONENTAREAB:Knowledge,skills,andcapabilitiesrelatedto“GatherPre-CampaignInformation”willcompriseof16questions(20.0%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.

C. EXECUTINGTHECAMPAIGN

1. CREATETRAFFICSHEET(AGENCYSIDE)

Thefirststepintheprocesstocampaignexecutionistocreateatrafficsheet.Trafficsheetsaretypicallycampaign-basedspreadsheetscontainingessentialcreativedetailsorganizedbyindividualplacement.

Attention-to-detailiskeyduringthisstepduetothenumbervariablesinvolved.Whencreatingthetrafficsheet,theagency-sideadprofessionaldetermineswhichplacementstoinclude,thead(s)associatedwiththoseplacements,creativesandclick-through(landingpage)URLs,andstartandenddates.Itisimperativethatthetraffickertestandconfirmfunctionalityofallclick-throughURLs.Thetrafficsheetcanalsoinclude:advertiserandcampaigndetailsaswellascreativeinstructionsornotestosuccessfullylaunchthecampaignandshouldbeadirectextensionofwhathasbeendetailedonthemediaplanandIO.

Oncethetraffickerhascompletedandverifiedthateverythingiscorrect,theytypicallysendthetrafficsheettotheirinternaltraffickingteam.Reviewthefollowingtrafficsheetexample.

Exhibit11.SampleTrafficSheet


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Adservers,suchasDoubleClickbyGoogle,havetheoptiontoinputnecessarycampaigndetailsbyplacementintotheplatformdirectly.Likemanyadservers,theyhavethecapabilityforbulkcreativeassignmentchanges.

2. BOOKCAMPAIGNINADSERVER(PUBLISHERSIDE)

Whiletheagency-sideisworkingonthecreativeassets,thepublishercanbeginbookingcampaigndetailsintheirinternaladserverwiththenecessarycampaigndetailsaccordingtotheIO.Toeffectivelybookacampaign,itisnecessarytounderstandadserverhierarchies.Hierarchiesclassifythestructureinwhichtheadserverstoresanddeliversinformation.Adserverstructureandtheirhierarchiescanvarybyorganization.Belowisanexampleanadserver’shierarchy.

Exhibit12.AdServerCampaignHierarchyStructureExample

• Advertiser:Theorganizationintheadserverthatiscreatinganddistributingthecommercialmessage.Eachcampaignisassociatedwithanadvertiser.Theadvertiser,ortheadopsprofessionalrepresentingtheadvertiser,willinputthecampaigninformationintotheserver.

• Campaign:Thebasicframeworkformanagingyouradvertisinginanadserver.Campaignsareassociatedwithanadvertiserandcontaincreatives,ads,andplacements.


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• Site:Therepresentationinyouradserverofawebsite,partofawebsite,orgroupofwebsitesfromwhichanadvertiseroragencyhaspurchasedadspace.

• Package:Thegroupingofplacementsthatshareschedulingandpricinginformationandareassociatedwiththesamesite:

o Apackagecanbeusedforanygroupofplacements.Reportingwillshowthesumofimpressionsservedtoallplacementswithinthepackage.

o Aroadblockistypicallyagroupofplacementsononewebpage.Inmostcases,aroadblockarrangementismeanttoensurethatonlyonecampaignisdisplayedatanygiventimeonthatwebpage.Thegroupingofplacementspreventsothercampaignsfrombeingserved.

• Placement:Thecompletedescriptionofanareawithinawebsitewhereadswillbeserved,includingpricinginformationandinformationonthedimensionsofthecreative.Adsmustbeassignedtoplacementsbeforetheycanrun.

• Creative:Themediapackagethatisdeliveredtoconsumerstoconveytheadvertiser’smessageattheplacementlevel.Eachcreativegenerallyconsistsofatleastoneasset,suchasanimagefile.Thesecreativescanalsocontainotherinformation,suchasanameforthecreative.Richmediacreativeassetscanincludeflash,HTML,andotherfiletypesandtypicallyincludeabackupimagefilethatcanbedeliveredtobrowsersthatareunabletoloadtherichmediacontent.

Withintheadserver,anadvertisercanhavemultiplecampaigns,eachofwhichcanhavemultiplesites,whichcanthenhavemultiplepackagesandsoon.

Tobookacampaign,theadprofessionalshouldhaveastrongattention-to-detailbyadprofessionalsandknowledgeofreadyingandidentifyingthestructureofanIO,adservers,andinventoryandtargetingcapabilities.

First,theywillneedtocreatethecampaignstructureandincludeany/allgoals.Atthispointtheywillcreateindividuallineitems,essentiallyreplicatingthedetailsintheIO.Pricingorrateinformation,startandenddates,andanyadditionalrequirements(e.g.,frequency,weighting)willalsobeaddedintotheadserveratthistime.Targetingcanbeincludedatthecampaignlevelbutwilllikelybeatthesite,package,orplacementlevel.

Oncealldetailshavebeenconfirmedanddouble-checked,theadprofessionalcanbookthecampaign,orsetit“live”forlaunch.Thismeansthatthecampaignwillstartrunningbasedonthestartdateintheadserver.Itiscommonforadprofessionalstosetupacampaignandleavetheminactiveuntilallnecessaryassetshavebeenloaded.

Whentheorderisopened,thebuy-sideadopsprofessionalimplementsconversiontagsontheadvertiser’ssitetomeasurepost-viewandpost-clickconversionsthatoccurbecauseofthecampaign.Conversiontrackinginvolvespixel-sizedtagsthatareusedtomeasuredesiredactionsthatfollowavisitor’sarrivalonapagebecauseofviewingorclickingonanad.Theseactionscanincludeviewsorclickstoanonlinepurchasepage,aregistrationorsign-uppage,oranotherkeypagethemarketerswishtopromote.Conversionsarerecordedwhentheusereitherviewsorclicksanadandisredirectedto(visit)theadvertiser’ssitewheretheconversiontag(webbeacon)isimplemented.Aconversioniswhenauserperformsaspecificaction(definedbytheadvertiser),becauseofapieceofadvertisingtheywereexposedto.Thatconversionistrackedbyaconversionpixel(webbeacon),implementedontheadvertiser’ssite.


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Aconversionisattributedtothemediawhenthedesiredactionistakenwithinthespecifiedwindowoftimesetbythemarketer.Forexample,ifavisitorviewsthead,thenclicksonit,andisredirectedtotheadvertiser’ssiteandcompletesadesiredbehavior(e.g.,completingaregistrationformwhereataghasbeenimplementedfortracking),aconversionwillberecorded.Dependingontherules,goals,andnegotiatedtermsofacampaign,aconversionmayalsoberecordedwhenavisitorviewsanad,doesNOTclickonit,butthenlatervisitstheadvertiser’ssitetocompleteadesiredbehavior.Thisiscalledaview-throughconversion.Thenegotiatedperiodthroughwhichpost-clickandview-throughbehavioriscountedasaconversion(i.e.,theconversionwindow),variesdramaticallyacrossindustry,company,andmarketinggoals.

3. GENERATETAGS(AGENCYORVENDORSIDE)

Successfultaggenerationrequiresadeepunderstandingofadservers,tagtypes/capabilities,sitespecifications,andindustrystandardsandguidelines.Reviewthefollowingresourcesforahigh-leveloverviewofadtags.Understandhowtoidentifytags,theircomponents,andhowtobreakthemapartwhichisusefulfortroubleshootingtags.Knowledgeoftagsisnecessaryforadprofessionalsandcrucialforthesuccessofacampaign.

• AppNexus–AdTags:wiki.appnexus.com/display/industry/Ad+Tags• AdOpsInsider–WhatareAdTags:adopsinsider.com/ad-ops-basics/what-are-ad-tags• AdOpsWorld–TypesofTags:adopsworld.com/adtraffic.php#tags

Duetotheever-growingcomplexitiesandthenatureofdigitalcampaigns,mostadopsteamsdonotbuildtagsandcodefromscratch.Usinga3rdpartytagsystemoradigitalcampaignmanagementsystemallowsyoutoeasilybuildandtailorthetagstoyourcompany’sneeds.Tagscanbegeneratedbasedonthetypesofreportsyouthinkyouwillbepulling,thecomplexityofanadcampaign,orchoosetoassociatethemwithpricing.Reviewtheseinstructionsforgeneratingtagsthrougha3rdpartytagcreator:support.google.com/dfp_premium/answer/177207?hl=en.

Toexecuteacampaign,youmusthaveaccessto3rdpartypixelsandensurethatclicktrackers(ifapplicable)areinplaceforthedatacounttowardscampaignobjectives.Itisimperativetocreatetagsthatbestmatchyourcampaigninitiativeandplacement.SupposeyouhaveaCPCcampaignforyourmobileplacement,youwillwanttoenlistaclicktrackerwithyourcreativethatisadaptedtoworkwithaniPhone.Reviewthefollowingarticleforanoverviewofthevarioustags:support.google.com/dcm/partner/answer/2826636?hl=en.

Knowledgeof1stand3rdpartydataiscrucialingeneratingtags.Thetagsthatareconnectedtothesepartieshelpcreatethedatawhichwillbeusedforanalyzingcampaignperformance.

• 1stpartytagsanddataisgeneratedbyyouregardlessofthepositioninthevaluechain.1stpartytagsareidealforassetcontrolanddatamanagement.Ifyouworkforanagency,thatagencymightbeconsidereda“3rdparty”fromthepublisher’sperspective.

• 3rdpartytagsanddatatypicallycomefromlargercompaniesordataorganizationsthatfocusonbroaderresearchforadvertisers/publishers.Inaddition,3rdpartytagsareoftenusedfordemographic,behavioral,andcontextualtargeting.

Findoutmoreabout1stand3rdpartiestagshere:taginspector.com/wp/evolution-of-marketing-tags/.


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Readthefollowingarticleabout3rdpartytagsfromAdGear,anadservertechnologyandservicecompany.WhileyoumaynotuseAdGearfortagimplementation,payattentionto3rdpartytags,theircomponents,andhowtheyareimplementedinanadserver:adgear.atlassian.net/wiki/pages/viewpage.action?pageId=20643870.

Togeneratethetags,theagency/vendorwillneedtoreviewandverifythetrafficsheet’saccuracy,implementtheservingstrategy,uploadthecreativeassets,andassignthemtocreativeplacements.Thetagswillthenneedtobetested.AfterpassingtheQAtest,theywillneedtobesenttothepublisher.

Knowledgeofwebdebuggingtoolscanassistwithtroubleshootingneedsbytracingadrequests,viewingtheresponsesreturnedfromthoserequests,andidentifyingwheregapsandproblemsemerge.Thefollowingareexamplesofwebdebuggingtoolsusedforperforminginitialdiagnostics:

• GoogleChromeDevTools:developer.chrome.com/devtools• Fiddler:telerik.com/fiddler/web-debugging• Charles:charlesproxy.com

4. QATAGS

Thequalityassurance(QA)processfortagsisanongoingandnecessarystep,astagsaremadeupofcodewhichcanbreak.ReadthisarticletolearnmoreabouttheimportanceofQAindigitaladvertising:clickz.com/the-importance-of-qa/60150.

Thetagswillneedtobetestedlocallytoverifycreativemessagingandclick-throughURLfunctionality.Inadditiontolocaltesting,creatingapublisher-sidetestpageisagoodpractice.Testpagescheckthefunctionalityofatagandconfirmproperimplementation.Many3rdpartyvendorscanprovidetestpageswhilesomepublisherswilluseinternally-createdtestpages.ThefollowingarticlebyDoubleClickforPublishers(DFP)isagreatexampleofapublisher-sideadserverwiththecapabilityofcreatingtestpages:support.google.com/dfp_premium/answer/3531775?hl=en.

TypicalstepsintagQAinclude:• Createthetestpage• Implementthetagontothetestpage• Ensurethatthecreativeandmessageload• Ifrequired,takeascreenshotofthecreativeafterithasloaded• Testfunctionalitybyclickingonthecreativetoconfirmthatthecorrectlandingpageisassociatedto

thatcreative• Testthetagmultipletimesandacrossdifferentbrowsersis• Foraction-basedcampaigns,completeatestconversion(somesortofendpurchaseorsign-up)• Confirmdatacollectionfromtheimpressions,clicks,andconversion

AQAchecklistcanhelpensurethatallstepsbefollowed.Checklistscanvarybyorganization,butreviewthefollowingexample:info.operative.com/hs-fs/hub/257502/file-1522936391-pdf/OPSQA.pdf


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Regardlessoftheexactroleordepartmentofadigitaladprofessional,itisusefultoknowtheirinternalQAprocessandfindunderstandwhatQAtoolstheyuse.Thesetoolscanhelppinpointissueswithcreativesandtags.ReviewthefollowingarticleforalistofcommontoolsadtraffickersmightuseforQAtesting:adtagmacros.com/2014/09/every-ad-trafficker-should-havetools-for-advertising-qa-testing.html.

5. IMPLEMENTTAGS

Afterreceivingthetagsandconductingqualityassurancetesting,thepublishertraffickerwillberequiredtoimplementthetagsintotheadserveralongwithanyothercreativecomponents.

Thefollowingisalistofcommonstepsforimplementingtagsintoanyadserver.• Confirmreceiptoftags• Theagencyistypicallynotifiedthatthepublisherhasreceivedthenecessaryassets• Uploadtagsintotheadserver• Insertmacros(e.g.,cache-busters,click-tracking)

o Acache-busterisanimportantelementtoconsider.Itisauniquepieceofcodethatpreventsabrowserfromreusinganadthathasalreadyseenandcached,(savedtoatemporarymemoryfilewithinthebrowser).Havingacache-busterinplaceisveryimportantforalldigitaladvertisingcampaignstohelpwithinventorymanagementandminimizediscrepancies.Note:Mosttagsdonotautomaticallyincludeacache-bustertagbydefault.Reviewthefollowingformoreoncache-busters:adopsinsider.com/ad-ops-basics/what-is-a-cache-buster-an.

• Implementanyadditionaltracking(e.g.,surveys,adverification)o Adverificationisaservicefocusedondeterminingappropriateexecutionofinternet

advertisingcampaigns.Aprocesswhichattemptstoverifythatoneormoreattributesofaservedonlineadhavebeenexecutedinamannerconsistentwiththetermsspecifiedbytheadvertiseroragencyandagreedtoaspartoftheadcampaignterms.Tolearnmoreaboutadverification,reviewatthefollowingIABguidelines:iab.com/guidelines/ad-verification-guidelines/andclickthe‘DownloadHere’buttonintheGuidelinesfortheConductofAdVerificationsection.

• Previewcreativetoensurecorrectmessageandproperloading• Settargeting(e.g.,creativerotation,weighting)• Assigntagcreativetolineitems• Confirmsetupforlaunch• Theadprofessionalthensetsthecampaignin-flight,orofficiallylaunchesthecampaignintheadserver

o Note:Thecampaignshouldbeginaccordingtothestartdateforthecampaign(followingtheadserver’scampaignhierarchy).Forexample,iftheadprofessionaltheissettogoliveonJune1st

withaplacementorlineitemwithinthecampaignsettostartonMay1st,theindividualplacementswillnotstartrunninguntilthecampaignstartdateofJune1st.

Thesestepsrequireastrongattention-to-detailandtypicallycallsforasetofnecessaryskillsandknowledgeforanadprofessionaltosuccessfullyimplementtags.Someofthosecaninclude:knowledgeofadservers,tagsand


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differenttagtypes,targeting,andmacros.Inaddition,adprofessionalsmayberequiredtohavebasiccoding,computing,andwebproxyskills.

6. CONFIRMCAMPAIGNLAUNCH

Withthetraffickingprocessandpre-launchtestingcomplete,theadprofessionalisreadytolaunchandconfigureassets.Thecampaignwillneedtobesetin-flight/liveintheadserverandthenverified.Verificationiscompletedbycheckingthattheadisrunningproperlyandthatbothadserversystemsarecallingtheviewandclickportionsoftheadforcountingandreportingpurposes.

Reviewthefollowingstepstoconfirmingasuccessfullaunch:• Confirmthatthecampaignstatusissetlive(turnedonintheadserver)• Tryloadingthecampaignacrossdifferentbrowsersandtakescreenshots

o Therearemanyscreenshotprogramsavailabletoachievethisstep• Makenoteofanyhighimpactads(adsthatcanincreaseexposuresuchas:IAB’sRisingStarsadunits,

overlays/takeovers,andpre-rollvideoads)• Pullreportstoconfirmdeliveryandidentifypotentialdeliveryissuesordiscrepancies

o Checkthatbothadserversystemsarecallingtheviewandclickportionsoftheado Note:Adserverdataloadtimescanvary,andreportingexportsmaynotbeavailableuntilthe

nextday• Finally,notifyallpartiesofasuccessfulcampaignlaunch

EXAMDETAILS–CONENTAREAC:Knowledge,skills,andcapabilitiesrelatedto“ExecutingtheCampaign”willcompriseof10questions(12.5%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.

D. MONITORINGTHELIVECAMPAIGN

Inthissection,candidateswilllearnthenecessarystepsforstrategicandanalyticaloperationsrequiredtoensurethefulfillmentandsuccessofdigitaladvertisingcampaigns.

1. CHECKCAMPAIGNDELIVERYANDPACING

Initialreviewcantypicallybeseenataglanceinthedashboardandthefirstreportshouldbepulledafterthecampaignhaslaunched,orassoonasasufficientsetofdataisavailable.Inadditiontotheinitialreport,deliveryandpacingshouldbemonitoredinanongoingbasis.PacinganddeliveryiscriticaltothesuccessofacampaignalongwithanyotherKPIsthathavebeenoutlinedinthecontract.Mostadserverstrackdeliverywiththepercentageofthecampaigngoalisexpectedtodeliver.Ifthecampaignisshortofitsgoal,theadserverwilltrytoincreasepacing,ormanualupdatescanbemade.Ongoingcampaignreviewscanidentifyproblemsearly.Pacingisthepercentageoftotalimpressionsthathavedeliveredatthistime,comparedtotheoverallimpressionscontractedforthecampaignandaccordingtotheIO.


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Ifpacingforover-orunder-deliveryisthecase,pulldetailedcampaignreporting(e.g.,hourlybyday,creativebyday,domainreporting)todeterminethereasonandcreateadiscrepancyreport.Analyzethereportfindingsandmakecorrectionstoimprovedelivery.Atthispointdeliveryandpacingfindingsshouldbecommunicatedtocampaignstakeholders.

Reportingtimeframesandschedulescanvarybycampaignandorganization.Somecampaignmayrequirefrequent(daily/weekly)pullswhileothersmaycallforless(monthly/quarterlyreports).Recurringreportscanbescheduledanddeliveredtomultiplerecipientsandshouldbedeterminedbythepartiesinvolved.Frequentcampaignreviewscanidentifyproblemsearly,troubleshootliveissues,andavoidescalateddiscrepancies.

Thereareseveraltypesofreportsthatmayneedtobepulledforthecampaign.Theycanrangefromyour(1stparty)reportsto3rdpartytrackingreports.ThisAdOpsInsiderprovidesinstructionstopulldailyreportingforsomecommon3rdpartyadservers:adopsinsider.com/ad-ops-basics/adops-guide-pulling-3rd-party-ad-server-reports-with-daily-breakouts.

2. OPTIMIZEWITHINCONTRACTPARAMETERS

Itiscommontohaveseveralreportsscheduledanddeliveredeachdaytoidentifyareasofoptimizationanddetectperformanceproblemsearlybeforetheybecomeescalateddiscrepancies.Whenreviewingthesereports,itisimportanttohaveknowledgeoftheadvertiser’sKPIs,campaigngoals,contractparameters,andcampaignsetup.ItisgoodpracticetohavetheIOandcampaignnoteson-handwhilereviewingreporting.Dependingontheorganization,adprofessionalswillcollaboratewithinternalstakeholderstoreviewimportantupdates.Priortoinvolvingotherteams,itistheadprofessional’sjobtopulltheappropriatereportsandgatherfindingswhichcanincludeareasofoptimizationandanyproblematicissuesthatmayoccur.

Areasofoptimizationcaninclude:• Frequencycap(fcap)changes

o Forexample,acampaignwitha1/24fcapmeansthatitwillonlyserveoneadper24-hourperiodperuniqueuser.Increasingthatfcapto2/24or3/24canincreaseexposureanddeliverybutshouldbedonewithincontractparameters.Thisoptionmaynotworkifthereareseveraltargetingrestrictionstothecampaignwhichcanreducethereachofuniqueuserssignificantly.Runningauniqueuserreportwouldbeagoodideainthiscasewhichwouldrequireknowledgeofvariousreportsandcriticalthinkingskills.

• Targetingupdateso Removingextratargetingfilterscanincreasedelivery.o Inventoryavailabilitycanchangeunexpectedlyandchangestocampaigntargetingcanresolve

thisissue.o Excludingpoorperformingsitescanincreasecampaignperformance.o AdvertiserscanalsotargetacampaignusingspecificwordsthroughplatformssuchasAdWords

andAdSense.• Campaignpriority

o Ensuringthatonecampaignrunbeforeanothercansometimesaccommodatetheadvertiser’s


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campaignstrategy.• Shiftingimpressionswithinapackage

• Supposeapackagehas3placementscappedat350,000impressionsand2ofthose3placementsarepacingslow.Itmightbeagoodideatogivepriorityorshiftimpressionstotheplacementthatisperformingbetter.

Oncenewoptimizationopportunitiesareapprovedbytheagency/advertiser,theadprofessionalcanbeginoptimizingthecampaignmanuallyorwiththehelpofa3rdpartyoptimizationtechnology.

3. PROPOSEOPTIMIZATIONCHANGES

Therearemanydecisionstomakeindeterminingthebestpathfortheadvertiser.Optimizationsshouldalwaysbedoneinconcertwiththecampaignstakeholders.

AreasofOptimizationandRecommendationstoLookFor:• Campaignelementsthatcanbeturnedoff• Shiftingbudgettobetterperforminginventory• Recommend

o Newsites(offthewhitelist)o Targetingchangeso Flightdatechanges(i.e.,extendingthecampaignflightdate)

Withanytypeofoptimization,itisimportantthatallinvolvedpartiessign-offonthechangesbeforeexecutinganycampaignmodifications.Inmostinstances,ifeachsideisopenandcommunicative,thisprocesswillgosmoothlyasbothsidesasthepublisherandadvertiserwantthecampaigntosucceed.

4. EXECUTECAMPAIGNMODIFICATIONS

Inadditiontooptimizationchanges,executingcampaignmodificationscanoccursuchas:• Internalstakeholderscanmakerequests(e.g.,internalsiteissues,competitiveseparation,etc.)• Advertisersandagenciesmightrequestcampaignmodificationsthatcanimpactpacing(i.e.,additional

targetingrestrictions)

Itislikelythattheadprofessionaltopulladditionalaudienceandinventorydatatoconfirmwhetherthecampaigncanmeetthenewrequirements.Familiarityoforganizationalprocessesareimportanttothesuccessofthecampaign.Whethertherequestisinternalorexternal,allchangesneedtobecommunicatedandconfirmedwithkeystakeholders.

5. PERFORMBILLINGANDRECONCILIATIONACTIVITIES

Performingbillingandreconciliationactivitiesisanimportantstepandinvolvesmanydepartments.Thedeliveryandpacingreportsreviewedbefore,canassistwiththisstep.WhileexactbillingandreconciliationquestionsarenotdirectlyassessedontheIABexam,discrepanciesandmake-goodsplayapartinthisprocessandalldetails


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shouldbecommunicatedtobilling.Formoreinformationonmake-goods:hashtag-labs.com/make-good-campaign.

Activitiescaninclude:1. Pullfinaldeliveryreportsastheywillbeusedtocreatetheinvoiceforpayment

a. Ifunder-deliveryisnotcaughtduringthelivecampaign,determinetheneedforamake-goodanditsscale

2. Confirmthatratesarecorrect3. Compare1stand3rdpartydeliveryreport(i.e.,discrepancyreport)

a. Ifdiscrepancyoccurs,besuretoinvestigateandpullanyadditionalreportsasneeded4. Comparedeliveryagainstinvoice5. ComparetheinvoicetotheIO

a. BillingtermsshouldbereferencedfromtheTs&CsduringthisstepNote:Allfindingsshouldbecommunicatedwithaccountingandanycampaignstakeholders.

EXAMDETAILS–CONENTAREAD:Knowledge,skills,andcapabilitiesrelatedto“MonitoringtheLiveCampaign”willcompriseof11questions(13.8%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.

E. IDENTIFYINGTROUBLESHOOTING

Inthissection,candidateswilllearnhowtobeproactiveandconductinvestigativetestingtoavoidproblemsandmaintainsuccessindigitaladvertisingcampaigns.

Troubleshootingistosolveaproblembyconductingaseriousoftestswiththepurposeofidentifyingtheproblemandtestingvariousfixes.Conductingongoingqualityassuranceandoptimizationreviewsthroughoutthelifeofacampaigncanhelpstayaheadofpotentialissuesandensureoptimalperformance.Unexpectedcampaignissuescanoccur,anditisthejoboftheadoperationsteamtomanagethem.Regardlessoftheoutcomeoftheinvestigation,itisimportanttocommunicatesignificantcampaignchangesandfindingstomanagementandkeystakeholders.

1. TROUBLESHOOTCREATIVE

Troubleshootingcreativeinvolvesthebrandmessageaswellascreativeguidelines.Knowledgeofcreativetypesandtheirbehaviorsarenecessaryforthisstep.

Reviewthefollowingcreativetroubleshootingexamples:• Incorrectcreativemessage

o Forexample,anathleticbrandisrunningacampaignforanewpairofshoesbutthecreativeshowssoccerequipment.Thisshouldbecommunicatedimmediatelytothepartyresponsibleforthecorrectcreativemessagetoavoidmissingcampaigngoals.Sendingascreenshotinthiscaseisagoodpracticetogettingtheissueresolved.


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• Click-throughURLdoesn’tworkorgoestotheincorrectlandingpageo Thiscanincludeassociatingthewronglandingpagetothecreativeorbreakingthelandingpage

duringsetup.

Knowledgeofsitespecificationrequirementsandindustrystandardscanhelpavoidthefollowingexamples:• Lackofborderscanportraytheadaspartofthesitecontentandsendamisleadingmessage.Adunits

mustbeclearlydistinguishablefromnormalwebpagecontentandhaveclearlydefinedborders,notbeconfusedwiththenormalpagecontent.

• Transparentbackgroundo Ifacreativehasatransparentbackgroundasopposedtoasolidcolor,thecontentmaybleed

anddistortthemessage.Overlayrichmediaadscancauseproblemsifthecreativehasatransparentbackgroundthatblendswiththepartofthesiteinwhichitexpandsto.

• PublishersmightrequirethattheadvertiserURLbedisplayedontheactualcreativeitselfo IftheURLismissing,thiscangoagainstthepublisher’ssiterequirementssoitisinthebest

interestoftheadvertisertogetthecorrectcreativeoverassoonaspossible.Knowledgeofpublisherrequirementsandsitespecificationsisimportantintroubleshooting.

2. TROUBLESHOOTTAGS

TroubleshootingtaggingalsorequiresongoingtagQAandoptimizationscanhelpavoidescalations.ConductarepeatoftheQAprocess,investigateanyissues,andworktoresolvethoseissues.Ifthetagwasbuiltexternallyandcan’tbefixed,itwillneedtobesentbacktobereplacedorfixed.

Reviewthefollowingexamplesofwhyonemighttroubleshoottags:• Thecreativedoesn’tloadinthetag

o Additionaltestingwillneedtobedonetounderstandthereasons.Note:Ifthetagwasbuiltexternallyandcan’tberesolved,itwillneedtobesentbacktobereplacedorfixedbytheadvertiser/agencyresponsibleforthetags.

• Incorrectdimensionsandfilesizecancausethetagtonotload.Knowledgeofsiterequirements,tagtypesandtheircapabilitiescanhelpavoidthesetypesofproblems.

3. TROUBLESHOOTDELIVERY

Troubleshootingdeliverycanoccurwhenunanticipatedproblemsarise.Ongoingdeliveryreviewscanavoidmissedgoals,over-delivery,andmake-goods.Troubleshootingdeliverycanfallintoatleasttwodifferentcategories:acampaignthatispacingtodeliverbutisnotfulfillingKPIsoracampaignthatmaynotbedeliveringatall.ThedeliverybeginswiththeQAprocess,investigatinganydeliveryissues,andworkingtoresolvethem.Fromcreativeandtaggingissues,tofraudulentbehavior,campaigndeliverywillmostlikelybeeffected.

Examplesonemighttroubleshootdelivery:• Pacingloworhigh


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o Reviewthemediaplantoconfirmthatthepacingbudgetsaresetcorrectlyintheadserver.Ifsetupcorrectly,looktootherareasthatmayaffectthedelivery(e.g.,targeting,frequencycaps,flightdates).Incorrectsetupofthecampaigncancausethecampaigntoendearlyortheinverse,under-deliveryandresultinamake-good.

• Althoughthecampaignisrunning,thereisnodatainthedashboardo Thiscouldbearesultofbrokentrackingpixels,soit’simportanttounderstandthepossible

scenariosandcometoaresolutionassoonaspossible.

AlargemajorityofthisportionoftheDMMFCexamreliesonunderstandinghowtocalculateunder-andover-deliveredimpressions,reportingsurroundingrichmedia,andanalyzingperformanceoflivecampaigns.Itisrecommendedtoreviewhowpricingcalculationsforcampaigns,andunderstandhowpricinganddeliveryareintertwined.Whenacampaignisunder-delivering,thebudgetisnotbeingmet.Whenacampaignisover-delivering,thebudgetmaygoover.Reviewthepricingmodelsagain,butthistimethinkabouthowpricingcanbeimpactedifthereisaproblemwiththecampaign.Asreview,CPA,CPM,andCPCarethethreemostcommonpricingmodelsforanadvertisingcampaign.Afteracampaignhaslaunched,itiscriticaltoknowhowthesepricingmodelsarecalculatedtoensureaccuratebillingandinvoicing.

4. TROUBLESHOOTDISCREPANCIES

Troubleshootingdiscrepanciesarecommontounderstanding1stand3rdpartytracking,andmethodologiescanhelpwiththisprocess.Eachpartyhasanindependentsetofreportsthatcanbeusedtoaudittheother,thisstepinvolvesinvestigatingthosediscrepancies.Ifadiscrepancyoccurs,determineitsdirectionality,origin,andextent,andfinallyresolvetheissueassoonaspossible.Inaddition,itisnecessarytohaveknowledgeoftheacceptedrangeofdiscrepanciesbetweenadserverreporting.ReviewthefollowingGooglesupportarticleforcommon3rdpartydiscrepancies:support.google.com/dfp_premium/answer/6160380?hl=en.

Reportingtimezonescanresultindatadiscrepancies.Supposeyourinternal(1stparty)reportingrunsonPacificCoasttimezone,withthereportingdayendingat11:59amPST.Andthe3rdpartyreportingrunsrunonEastCoasttime,withthedayendingat2:59amPST.Thatthree-hourwindowcanresultinasmalldiscrepancyinnumberseachday.Inadditiontotimezonesandservingmethodologies,lackofcache-bustersinthe3rdpartycreativesandcreativeloadtimesaresomeofthecommonreasonsdiscrepanciescanoccur.Knowledgeofindustrythresholdsiscrucialforthisstep.

ReviewthefollowingAdOpsInsiderarticleforinitialstepsforresolving3rdpartydiscrepancies:adopsinsider.com/online-ad-measurement-tracking/resolving-3rd-party-discrepancies/.

5. TROUBLESHOOTFRAUDULENTAND/ORMALICIOUSBEHAVIOR

Troubleshootingfraudulentbehaviorcanoccurduringacampaign.It’simportanttounderstandanddeterminewhatcausedthebehavior.Recommendations,make-goods,andupdatestotheblacklistmaybenecessaryatthisstage.


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Somecommonreasonsforfraudulentand/ormaliciousbehaviorcaninclude:• Bots(Robots):Automatedscriptsusedtosimulatehumanactivity.Useofadverificationservicescan

ensurethatcampaigntrafficisbeingdeliveredtohumans.• Adstacking:Afraudtechniquewheremultipleadsarelayeredontopofoneanotherinasingle

placement.• Pixelstuffing:Atechniquebywhichadsaresurreptitiouslyinsertedintowebpageswithoutgettingthe

properpermissionofsiteownersorpayingforthoseextraads.

Inanycase,providingscreenshotsisagoodpracticeifescalationsoccur.

6. TROUBLESHOOTTARGETING

Troubleshootingtargetingrequiresongoingcampaignreviewstohelpcatchproblemsbeforetheyescalate.TroubleshootingtargetingbeginswiththeQAprocess,requirestheinvestigationofanydeliveryissues,andworkingtoresolvethem.

Asmentionedinthetroubleshootdeliverysectionabove,targetingcanresultinmisseddeliverygoalsorover-delivery.Thefollowingaresomeexamplesonemightinvestigate:

• Incorrectgeo-targetso SupposeaconcertvenueisrunningacampaignforashowattheGreekTheaterinLosAngeles,

butthegeo-targetingissettoeverystateasopposedtothecontractedtargetofCalifornia.Thecampaignmightseemtobepacingaccordingtotheimpressions,butengagement(click-throughandticketsales)islowwithveryfewclicksandanextremelylownumberofsales.Accordingtotheadvertiser’sKPIs,thecampaignisfallingshort.Settingthecorrecttargetinglocationcanincreaseengagementandresultincampaignsuccess.

• Demographictargetingo Aproducttargetedtopeople21andoverwouldrequireagerestrictionsinthecampaignof

either18+or25+toavoidescalatedissues.• Toomuchtargetingortoomanyrestrictions

o Supposeacampaignhasthefollowingfilters:males18-24,acrosstwentyzipcodes,andtargetedto4lifestylesegmentsmighthaveanaudiencepoolof15,000users.Asmallsegmentlikethiscanresultinmissedgoals,andidentifyingtheseissuesearlyoncanavoidmake-goods.

EXAMDETAILS–CONENTAREAE:Knowledge,skills,andcapabilitiesrelatedto“IdentifyingTroubleshooting”willcompriseof12questions(15.0%)ofthe100gradeditemsontheIABDigitalMarketing&MediaCertificationExam.

F. CAMPAIGNREPORTINGANDANALYSIS

Inthissection,candidateswilllearnaboutcommonreportingusesaswellastheconclusionofdigitaladcampaignswithsupportivedataandpresentations.


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1. GENERATEANDSCHEDULEREPORTS

Performancereportsarehelpfulcommunicationtoolsduringandafteradigitaladvertisingcampaign.Thetype,cadence,format,andscheduleofreportswillvarybycampaign.Thepurposeofthereportcanalsovarybythestageofthecampaign.Forecastinginventorydonebeforeacontractualagreementbetweenbothparties,helpboththepublisherandagencydetermineiftheiradvertisingproposalneedscanbemet.Adeliveryreportpulledimmediatelyafterthecampaignhaslaunched,canensurethateverythingisworkingproperlyandtrackingcorrectly.Aftertheinitialreport,otherreasonsforreportsmayinclude,monitoringcampaignperformance,findareastooptimize,andidentifyingproblems(e.g.,under-delivery,fraudulentactivity,discrepancies).Schedulingavarietyofreportscanensuresuccessofdigitaladcampaigns.Andfinally,post-campaignreportsprovidedataforthelifeofthecampaignandwillbeusedforbillingandreconciliationactivities.Onceyoudeterminethepurposeofyourreport,youcanidentifywhichdetailstoinclude:

• Reporttype(e.g.,overallsummary,dailybreakdown,granularbyplacement)• Frequency(e.g.,one-time,daily,weekly,monthly)

o Metricstoinclude:(e.g.,date,campaignname,adtype,placementsize)• Format:

o Doesthereportingtoolallowforcustomizations?o Willadditionalformattingneedtobedonepost-export(i.e.,Excel)?

Theprocessforpullingreportswillvarybyadserver.Publisheradserverstypicallyenabletheirteamstocentrallyrunon-demandreports,capturingoverallsiteperformanceacrossseveraldifferentadvertisers.Likewise,agency-sideadserversallowtheirteamstocentrallygenerateon-demandreportsfortheirentirecampaign,withouthavingtoaggregateseparatereportsamongalltheirpublisherpartners.

Anynecessaryreportingshouldbeprovidedtokeystakeholderstoensureallpartiesstayup-to-dateoncampaigndelivery.Ongoingcampaignreviewscanhelpavoidsurprisesattheendofthecampaign.

Inadditiontomonitoringdelivery,troubleshooting,andbilling,reportscanhaveotherbenefitsfordifferentteams.Reasonsfordifferenttypesofreportscaninclude:

• Historicaltrends:Brandsmaywanttounderstandtheiryearoveryeargrowth/loss.• Brandlift:Sellerscanprovidereportingthatshowincreasedengagementwiththeadvertiser’sbrandas

aresultoftheircampaign.• Upsell:Campaignmanagersandsellersmayutilizepositiveresultstoupsell(e.g.,increaseinbudget,

additionalcampaigns,moreadtypes,moreproducts).• Justifyspend:Mediabuyersmightneedtoprovidereportingtotheirmanagerstojustifyabonus.• Justifypromotions:Sellersmightprovidereportingtotheirmanagerstojustifyapromotion/bonus.

Formorebestpracticesregardingcampaignreportingandanalysis,reviewthefollowingarticle:clickz.com/6-best-practices-for-digital-marketing-agency-reporting/44582.


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2. PROVIDEBENCHMARKSFORSUCCESS

Ifacampaignisfocusedonbrandawareness,andthenumberofimpressionsdeliveredishowtheperformanceisbeingmeasured(KPI),thenpullingareporttoconfirmthatthecampaigndeliveredinfullwouldbesufficient.However,iftheadvertiserisfocusedonaCall-to-Action(CTA)fromtheuser(e.g.,howmanyclicksonabannerledproductnewslettersign-ups),thentheKPIwouldmightbeclicksorconversions(numberofnewslettersign-ups),ratherthanmeetingimpressiondeliveryrequirements.ItisimportanttoreviewtheIOforcampaigngoalsandKPIs.

Reviewthefollowingscenariosoftestingtoachievetheidealcampaigngoals:• Call-to-Action(CTA):

o SupposeininthefollowingCTAexample,thereportshows100,000servedimpressions,26clicks(lowclickcount),andzeroproductnewslettersignups.Giventhelownumberofclicks,weknowthatwecanimprovethiscampaign’sperformance.Oneoptionwouldbetoincreasethecampaignto200,000impressionsinthesecondweek,toincreasedelivery.Ifthereareonly32clicksafterthesecondweek,weknowthatdoublingthenumberofimpressionsdelivereddidnotdoublethenumberofclicks.Insteadofjustthrowingmoreimpressionsatthecampaigntoincreaseclicksinthethirdweek,analternatesolutionmightincludesomecreativeoptimizationstoenticeuserstoclickonthebannersmoreoftenbyaskingtheagencytoprovidemoredynamiccreatives.

• HistoricalTrends:o SupposeacampaignisscheduledtorunforthemonthofDecemberanditisunder-deliveringat

thestartofthemonth.Areportforasimilarcampaignthatranthepreviousyear,deliveredanincreasingnumberofimpressionsastheholidayseasonapproached.Knowingthis,itmightbeagoodideatowaitbeforeincreasingthedeliveryrightawayasthecampaigncouldstarttoservemoreimpressionsasthemonthgoeson,andultimatelydeliverinfull.Inthiscase,thebeststrategymightbetomonitorthecampaigncloselythroughoutthemonthornotinterferewiththecampaignatall.

Whicheveroptimizationmethodbestsuitsthecampaignbenchmarks,recommendationsshouldbecommunicatedtoallpartiesinvolved,beforeexecutinganychanges.Somechangesmaynotbeacceptabletotheadvertiser,andconversely,advertiserrecommendationsmaynotbebeneficialtothepublisher.Thebestwaytogetapprovalforanycampaignchangesistohavedataandanalysistobackupyourrecommendations.Optimizationsmayrequireabitoftrial-and-error,andpullingreportsaftereachcampaignchangecanhelpindetermineifthosechangesimprovedcampaignperformance.

3. CONDUCTPOST-CAMPAIGNANALYSIS

Post-campaignactivitiesbeginwhencampaignsfinish.Finaldeliveryreportsshouldbepulledtodeterminetheoverallperformanceofthecampaign.Theoverallsummaryreportshouldcoverthelifeofthecampaignandincludedatathatalignswiththecampaigngoals.Note:Theagency-sidepost-campaignanalysiswillrequirereportingfrompublishersandvendors.Whenanalyzingthedata,besuretohighlightsuccessmetrics,identify


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changesmadethroughoutthecampaign,andidentifytheresults.Forexample,abrokentagmightshowadecreaseinsalesandothercampaignoptimizationsmightemphasizeanincreaseinsales.

Inadditiontothefinalreport,campaignassets,screenshots,demolinkstolivecreatives,alistofcampaignchanges,anddocumentationoftheoptimizationresultsshouldbepackagedtoincludeinthefinalanalysis.Allfuturerecommendationsshouldbeprovidedwiththelearningsfromthiscampaignandafinalpresentationmightberequired.

Ifthepublisherisworkingwiththeadvertiserdirectly,thepublisherisresponsibleforcollectingdataandcompilingthereportmaterialstosendtotheadvertiser.Note:Largeradvertisersaretypicallyrepresentedbyanagency.Inthatcase,itistheagency’sresponsibilitytosendallmaterialtotheadvertiser.Agenciesmayalsoworkwithothervendorstotrackspecificmetricsonthecampaign(e.g.,adviewability,adverification).Inthosecases,theagencywillneedtoconfirmallthatall3rdpartyvendorreportingbepackagedwiththefinalreportingfromthepublishertosendtotheadvertiser.Completeanddetailedreportingresultswillgivetheadvertiserconfidencethattheircampaignwasasuccess.

Reviewthe“CampaignDelivery&OptimizationStage”(pg18-22)ofIAB’sWorkflowBestPracticesformoreinformation:iab.com/wp-content/uploads/2015/09/Workflow_Best_Practices.pdf.

EXAMDETAILS–CONENTAREAF:Knowledge,skills,andcapabilitiesrelatedto“CampaignReportingandAnalysis”willcompriseof9questions(11.3%)ofthe100gradeditemsontheIABDigitalMarketing&MediaFoundationsCertificationExam.


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PARTTHREE:GLOSSARY

TheterminologyusedinDigitalAdvertisingisuniquetotheindustryandcontinuestoevolve.Thefollowingtermsanddefinitionswillbeusefulforstudyingfortheexamandprovideyouthewiththefoundationalknowledgeyouneedtoexcelinyourdailytasksandcareers.VisitIAB’spublishedaGlossaryofInteractiveTermsformoreindustryterms:wiki.iab.com/index.php/Category:Glossary.

TERMSANDDEFINITIONS

AABOVETHEFOLD(ATF):Thepartofawebsitethatisinviewofabrowserwithouthavingtoscrolldown.

ADTAGS(akaTAGS):Apieceofsoftwarecodeinsertedinasourcecodewithinapagewheretheadvertisementwillbedisplayed.

ADVERTISER:Thecompanypayingforadvertisingofaproduct,service,orbrand.

ADIMPRESSION:Thecountofadsservedtousersindigitaladvertising.

ADEXCHANGE:Asaleschannelbetweenbuyersandpublishers/networks,aggregatinginventoryviaaplatformthatfacilitatesautomatedauction-basedpricingandreal-timebidding.

ADNETWORK:Provideanoutsourcedsalescapabilityforpublishersandameanstoaggregateinventoryandaudiencefromnumeroussourcesinasinglebuyingopportunityformediabuyers.Includestechnologiestoenhancebuysincludinguniquetargetingcapabilities,creativegeneration,andoptimization.

ADSERVER:Awebserverdedicatedtothedeliveryofadvertisements.Adserverscanbeemployedonthepublisherormarketerside.Thistechnologyspecializationenablesthetrackingandmanagementofadvertisingrelatedmetrics.

ADVERIFICATION:Aprocessforbuyerstomonitorcampaignstoverifyadsappearinthedesiredenvironment,protectingthemfromfraudulentactivityand/orwasteddollars.

AGENCY:Acompanythatprovidesadvertisingandmarketingservicestobrandmarketersandofferarangeofservicesfromcreativetomediaoracombination.

AGENCYTRADINGDESK(ATD):Centralizedmanagementplatform,usedbyagencies,specializinginprogrammaticaudiencebuying.

ATTRIBUTION:Alevelofreportingonmediabuyswheresystemshelpthemarketerunderstandatrue,holisticpictureofexposuretoanentirechainofmediathatresultsintheultimateoutcome(e.g.,aconversionorsale).


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AUCTIONPRICEFLOOR:Theminimumbidrequiredtopurchaseapublisher’sadimpressioninanadexchange’sauction-basedenvironment.

BBELOWTHEFOLD(BTF):Thelowerpartofawebsiteortheportionwhereusertheusermustscrolldowntoview.

BOUNCERATE:Apercentageofusersthatvisitapageofawebsiteandleavewithouttakinganyotheractionsorvisitinganyotherpageswithinthatsite.

BRANDS:Keepersofthevaluesystemthatinformandenrichtheproductsandservicesthatpeoplebuy.Theyaretheinitiatorsandatthecoreofdigitaladcampaigns.

CCACHE-BUSTER:Auniquepieceofcodethatpreventsabrowserfromreusinganadithasalreadyseentoatemporarymemoryfile.

CAMPAIGN:Asetofadbuysfromaspecificadnetworkorpublisher.

COMPETITIVESEPARATAION:Aconditionsetbytheadvertiserthatrequirestheiradsnotappearwithinaspecifiedproximityofotheradsforcertainproductsoradvertisers.

COOKIE:Asmalltextfilecreatedbyawebsitethatgetsstoredonauser’sbrowser/computerwhentheyvisitthatsite.Thiscookieidentifiestheuserwhentheyreturntothesite.Thecookiecannolongertracktheuseriftheycleartheircookiesintheirbrowsersettings.

CPA(COST-PER-ACTION):Thecostofadvertisingbasedonavisitortakingsomespecificallydefinedactioninresponsetoanad.CPA=Cost÷Actions

CPC(COST-PER-CLICK):Thecostofadvertisingbasedonthenumberofclicksreceived.CPC=Cost÷Clicks

CPCV(COST-PER-COMPLETEDVIEW):Thecostofadvertisingbasedonthenumberofvideosthatrunthroughtocompletion.Onlyappliestovideoimpressions.CPCV=Cost÷CompletedViews

CPI(COST-PER-INSTALL):Thecostofadvertisingbasedonthenumberofmobileapplicationinstalls.Onlyappliestomobileapp.CPI=Cost÷Installs

CPL(COST-PER-LEAD):Thecostofadvertisingbasedonthenumberofleadsreceived.CPC=Cost÷Leads

CPM(COST-PER-THOUSAND):Amediatermdescribingthecosttodeliver1,000impressions.CPM=(Cost÷Imps)×1000

CREATIVE:Animagefileorcode,containingthebrand’sadvertisingmessage.Thecreativecanberenderedasadisplayadvertisementintheadservingprocess.


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CTR(CLICK-THROUGHRATE):Thepercentageofadimpressionsthatwereclickedonascomparedtotheentirenumberofimpressions.CTR%=(Clicks÷Imps)x100

DDAISYCHAIN(ADCHAIN):Apublisher’sservingprioritizationoftheadnetwork’sadtags(usuallybyCPMrate,highesttolowest)wheretheadnetworkhastheoptionofservinganador‘defaulting’tothenextpartnerinline.ThisisanoldermethodthatisgrowingobsoleteduetotheevolutionofRTB.

DISCREPANCY:Thedifferenceinreportedkeymetrics(i.e.,impressions,clicks,conversions)betweenthecontractedparties’adservers(e.g.,agencyandpublisher).

DMA(DESIGNATEDMARKETAREA):AsdefinedbyNielsen(Nielsen.com),“DMAregionsarethegeographicareasintheUnitedStatesinwhichlocaltelevisionviewingismeasurebyTheNielsenCompany.TheDMAdataareessentialforanymarketer,researcher,ororganizationseekingtoutilizestandardizedgeographicareaswithintheirbusinesses.”

DMP(DATAMANAGEMENTPLATFORM):Technologyplatformanddigitalwarehousedesignedforthestorageandprocessingoffirstand3rdpartydatatointegrateandimplementthedatathroughouttheadcampaignbuyingandexecutionprocess.

DSP(DEMAND-SIDEPLATFORM):Techinterfacethatprovidescentralizedandaggregatedprogrammaticmediabuyingfrommultiplesourcesincludingpublishers,adexchanges,andadnetworks.

EECPM(EFFECTIVECOST-PER-THOUSAND):AlsoknownaseffectiveCPM,showsthecostofadinventorybasedontheamountofimpressionsthatwereserved.

FFIXEDCPM:ACPMratethatremainsconstantandisguaranteedforevery1,000servedimpressions.

FRAUD:Anintentionallydeceptivepracticedesignedtomanipulatelegitimateadserving/measurementprocessesorcreatingfictitiousactivitythatleadstoinflatedcounts.

FREQUENCYCAP/CAPPING(FCAP):Anestablishedlimittothenumberoftimesanadcampaign,tag,oradsizecanbeshowntoanindividualuserwithinaspecificperiod.

GGEO-TARGETING:Amethodoftargetingwiththeabilitytoshowspecificcampaigns/creativestousersbasedontheirgeographiclocation(i.e.,userIP,DMA,zipcode).

IIAB(THEINTERACTIVEADVERTISINGBUREAU):Madeupofover650leadingmediaandtechnologycompaniesthatareresponsibleforselling,delivering,andoptimizingdigitaladvertisingormarketingcampaigns.Accountsfor86%ofonlineadvertisingintheUnitedStates.Workingwithitsmembercompanies,IABdevelopstechnical


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standardsandbestpracticesandfieldscriticalresearchoninteractiveadvertising,whilealsoeducatingbrands,agencies,andthewiderbusinesscommunityontheimportanceofdigitalmarketing.

IFRAME:AnHTMLdocumentembeddedwithinanotherHTMLdocumentthatallowscontentfromanothersourcetoappearonawebpage.

IN-HOUSE:Employedbythebrand,butsimilarfunctionsasanagency.

INSERTIONORDER(IO):Purchaseorderbetweenaseller(i.e.publisher)ofinteractiveadvertisingandabuyer(i.e.,agency).

KKPIS(KeyPerformanceIndicators):AlsoknownasKeySuccessIndicators(KSI),organizationalgoalsthathelpdefineandmeasureprogress.

LLINEITEM:Acontractualunitofadvertisingbetweenabuyerandsellerspecifyingthedetailsofasale(e.g.,site,size,cost,dates,etc.).Alineitemcanrefertothatunitofadvertisingwithinaplatformaswellasaninsertionorder.

MMAKE-GOOD:Anegotiatedsettlement(usuallyintheformofadimpressionsorpayment)tomakeupfortheinabilitytomeetdeliverytermsaccordingtotheinsertionorder.

MEDIACOMPANY:Anorganizationthatderivesrevenuefrompublishingcontentviaoneormoremeansofdistribution,(e.g.,printpublishing,television,radio,theinternet).

MEDIAPLAN:Documentbetweenanadvertiserandagencythatincludesthedetailsandrequirementsfortheadvertiser’scampaigntheyarelookingtoexecute.

NNATIVEADS:Advertisingthataimstoblendintotheuser’sexperiencewiththewebsitemimickingthesite’scontentadformat.

PPAGEVIEW:Whenauservisitsawebpageandthepageofthatsiteloads.

PASSBACKTAG(DEFAULTTAG):Atagservedwhenanadnetworkchoosestopassontheopportunitytocaptureorserveanadimpressionorwhenthereisalackofassetstoserve.

PERFORMANCEMETRICS:Themeasurementofdigitaladcampaignswithaction-basedgoalssuchasclick-throughs,leads,sign-ups,downloads,sales,etc.

PORTALS:Destinationsitesthatprovidesearch,email,andownedoraggregatedcontent.


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PRICEFLOOR:TheminimumfixedCPMratethatpreventsadnetworksfromservingadcampaignsthatpaybelowacertainpricethreshold.

PIXEL(ASAUNITOFMEASURE):Thesmallestunitofmeasureforgraphicalelementsindigitalimagery,usedasthestandardunitofmeasureforadcreative(i.e.,300x250pixels).Pixelsmayalsorepresentx/ycoordinatesrelevanttoagivenspace,suchasthebrowserwindow,anapplicationworkspace,ortheuser’scomputerscreen.

PUBLISHERS:Entitythatcreatesandownscontent;couldbeanythingthathasadinventory–includeswebsites,blogs,andapps.

RRE-TARGETINGPIXEL:Anidentifier(cookie)thatgetsdroppedonauserwhentheyarebrowsingaparticipatingwebpagetotrackonlinebehaviorandallowformoretargetedadstothatuserinthefuture.

REVENUESHAREMODEL:Apartnershipbetweenabuyerandsellerwhereprofitsfromadservingaresplitasperthetermsoftheagreement.Theseratesareoftennegotiabledependingonthevolumeapublishercanprovide.

RFP(REQUESTFORPROPOSAL):Adocumentthatamediabuyer(i.e.,agency)providestoamediavendor(i.e.,publisher/adnetwork/DSP)detailingthebuyer’sneedsregardingacampaigntheywouldliketorun.RFPscaninclude:formats,audience,targeting,pricing,campaignstudies,specialservingfees,etc.

RICHMEDIA:Adcreativeandadservingprovidersofferingadvertiserstheabilitytoruncreativethatviewerscaninteractwith.

RISINGSTARS:RisingStarsarepremiumadunitsthatrunfromorinsteadofastandardIABunit.ThespecificationsoftheunitaredefinedbytheIABtoscaleoutnon-standardrichmediaadvertisingandnormalizetheunitssotheycanbesoldandservedmoreoften.StandardRisingStarunitsinclude:billboard,filmstrip,sidekick,slider,portrait,andpushdown.

ROADBLOCK(TAKEOVER):Whenanadvertisingcampaigncreativeistheonlybrandonaparticularpageorwebsite,takingoveralladsizesatonce.

RUN-OF-SITE(ROS):Theabilitytorunadsacrosstheentiresitewithoutspecifiedpages/locations.Thiscancomeatalowercosttotheadvertiser/agency.

RTB(REAL-TIMEBIDDING):Indicatesareal-timesystemforeitherbiddingonorbuyingadinventory.TheinitialRTBecosystemsevolvedfromtheeffortsofDemandSidePlatforms(DSPs)tocreateamoreefficientexchangeofinventory.Duetotheseroots,theRTBecosystemsputsignificantemphasisonuserinformation(e.g.,demographicand/orbehavioraldata),whilediscountingthesituationinformation(thepublisherand/orcontext).

SSHAREOFVOICE(SOV):Percentageofapublisher’sinventorythatanadcampaigncontrolsduringacampaign.


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STANDARDADUNITS:Asetofadspecificationsforstandardimageoranimatedin-pageadunitsthatestablishaframeworkforadvertisinginventoryandwebpagedesign(e.g.,leaderboard–728x90).

SSP(SUPPLY-SIDEPLATFORM):Techusedbypublisherstoprogrammaticallysellinventory,optimizepricing/yield,andaudienceforapoolofpotentialadvertisers

TTERMS&CONDITIONS:Thelegaldetailsofthecontractaccompanyinganinsertionorder.SeeIAB.comforvoluntaryguidelinesofstandardterms&conditionsforinternetadvertisingformediabuys.

THIRD-PARTY(3RD)ADSERVER:Independentoutsourcedcompaniesthatspecializeinmanaging,maintaining,serving,tracking,andanalyzingtheresultsofonlineadcampaigns.

TRACKINGPIXEL:Knownforitsmanyforms(beacon,webbeacon,actiontag,redirect,etc.),atrackingpixelisa1x1transparentimagethatprovidesinformationaboutanad'splacement.Inmanycases,atrackingpixelisusedtonotifyanadtrackingsystemthateitheranadhasbeenservedorthataspecificwebpagehasbeenaccessed.

UUAP(UNIVERSALADPACKAGE):Asetoffouradunits(728x90,300x250,160x600,and180x150pixels)offeredbyUAP-compliantpublishersasa‘package’whereadsinthesefourformatsareusedcollectivelyacrossthepublisher’ssite,enablingadvertiserstoreachmoreofthepublisher’saudience.

UNIQUEUSER:Thefirsttimeauserhasvisitedasite.Theuniqueusercanbeconsidereduniquethenextdayornextweekdependingontheaudiencemeasurementwindow.

USER-GENERATED:Anytypeofcontent(text,images,audio,orvideo)thatiscreatedbynon-professionals.

VVIEWABILITY:Atermusedtodescribewhetherdigitalmediaeverappearedinthespacewithinawebpagethatwasin-viewtotheviewer.IAB’sstandardviewabilitythresholds:• Display=atleast50%oftheadmustbein-view

foratleast1second• Video=atleast50%oftheadmustbein-view

foratleast2seconds

DIGITAL MARKETING & MEDIA FOUNDATIONS · 2017-09-12 · study guide digital marketing & media...

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Transcript of DIGITAL MARKETING & MEDIA FOUNDATIONS · 2017-09-12 · study guide digital marketing & media...