ONE by AOL: Ad Server Release 6.1

Transcription

1 Release Notes ONE by AOL: Ad Server Release ADTECH GmbH

2 Table of Contents About This Document... 3 New Features Overview for Release Inventory Targeting in the Banner Targeting Tab... 7 Configuring CPM Threshold Limits for SSP Demand... 9 Configuring a CPM Based Campaign Selection Holistic Yield Reports Page 2 of 15

3 About This Document Copyright and confidentiality All information from the ONE by AOL: Ad Server user guides is proprietary and to be treated as strictly confidential. Data is exclusively destined for the exclusive and internal use of the ONE by AOL: Ad Server customer. Any use, transmission, provision of access to third parties, circulation, or any other utilization of the data or of information provided, other than contractual, is strictly prohibited. Address and contact ADTECH GmbH Robert-Bosch-Str. 32 D Dreieich GERMANY Phone: Fax: URL: Page 3 of 15

4 New Features Overview for Release 6.1 Introduction This topic provides an overview of all the new ONE by AOL: Ad Server features for release 6.1. Some features are described in more detail in the following chapters. Please note the For details, see cross-references. Holistic Yield With release 6.0 ONE by AOL: Ad Server introduced Holistic Yield. This will allow you to customize the delivery priority in your network individually. In release version 6.1 ONE by AOL: Ad Server focuses on the delivery optimization by revenue: Configuring SSP threshold limits: Holistic Yield Optimization for SSP threshold limits allows you to optimize the CPM competition between rules or deals (Marketplace demand) and campaigns (Premium demand) according to your business needs. While still making profit from rules and deals when their CPM is significantly higher than the campaign CPM, you can now define SSP threshold limits to avoid campaign under-delivery. SSP threshold limits can be configured in percent or in absolute currency. For details, see Configuring CPM Threshold Limits for SSP Demand on page 9. Configuring CPM based delivery: For the first time ONE by AOL: Ad Server offers campaign selection on CPM basis on all campaign layers. With this new feature you can determine the weight of the CPM against the classic priority model and define a factor in percentage that influences the campaign selection. For details, see Configuring a CPM Based Campaign Selection on page 12. Note: Both optimization settings need to be configured by your Customer Support contact. Please define values that match your business model best and then reach out to Customer Support for setup support in your network. Holistic Yield reports: ONE by AOL: Ad Server provides six new reports for Holistic Yield. They can be activated in your network upon request. For details, see Holistic Yield Reports on page 14. Banner Management The following feature is new in banner management: Inventory Targeting: With release , ONE by AOL: Ad Server introduced targeting on banner level. In release version 6.1, we have extended the banner targeting options to Inventory Targeting, which allows you to target individual banners within a single campaign to specific placements. For details, see Inventory Targeting in the Banner Targeting Tab on page Page 4 of 15

5 Website Management The following feature is new in website management: Enhanced website/placement export: You can now export all sizes of placements, including the placements with multiple sizes, by default. To export the data, you have two options: Master Data > Websites > Export Website(s) Master Data > Websites > Search Placements > Export Placements(s) In the result, the export table shows all sizes of a placement within the Placement Size column and with the default size always at first in the row. Note: Multiple sizes of a placement are separated by a comma. All other values/columns are separated by a semicolon. For details, see Multiple Sizes per Placement Page 5 of 15

6 Targeting The following features are new in targeting: Geo Targeting enhancements: ONE by AOL: Ad Server has extended the list of countries that are supported by geo targeting on city level. In the Ad Local search window of the Geo Targeting tab in campaigns, you can now search and select Towns & cities under United Arab Emirates in the Countries > Asia section: Key Value targeting enhancements: The maximum length of a value has been extended to 96 characters (before: 48 characters) Page 6 of 15

7 Inventory Targeting in the Banner Targeting Tab What s new? Inventory Targeting on banner level allows you to target individual banners within a single campaign to specific placements that match the banner s size or have a dynamic size. Properties and limitations The Banner Targeting workflow uses an overall targeting formula and works as an independent operation from campaign targeting. For details, see About Banner Targeting. Banner Targeting is a network feature. If activated, the Targeting tab appears in the banner upload window. If you want to use it please contact customer support. Banner Targeting supports the selection of up to 10,000 values maximum. Examples: You may select up to 10,000 placements in the category Inventory Targeting. You can combine two or more targeting categories, e.g. you select 8,000 placements in the category Inventory Targeting and 2,000 devices in the category Device Targeting. Inventory Targeting supports a placement selection by Website Tree (default) or Flex Tree. Notes: The trees show only dynamic placements and the placements that match the size of the uploaded banner. If the uploaded banner is flagged as responsive, the trees show all sizes that matches the banner. Inventory Targeting supports placements with multiple sizes. Navigation In the campaign/flight, go to the Banner tab > Add banner > Edit Banner window > Targeting tab > Inventory Targeting category Page 7 of 15

8 Inventory Targeting in the targeting tab image Sections No. Section Description 1 Operands with Inventory Targeting Shows the rule section with operands and operators (here: two operands with Inventory Targeting, one operand with Online Targeting combined with AND operator). For details, see The Rule Section in the Targeting Tab. 2 Apply Adds the selected placements as operands to the rule section. 3 Inventory Targeting category Allocates Inventory Targeting criteria for operands. Note: Criteria define the logical conditions for the Inventory Targeting operand(s) within the formula and consist of key Inventory, operator IN, and value(s). 4 Tree Drop-down Defines the type of inventory tree used in the banner targeting. Available options: Website Tree (default) Flex Tree 5 Number of values Shows the number of selected placements under the tree or node. 6 Buttons Search & Add: Searches for placements that match the banner size by additional filters. For details, see The Search & Add Placements Window. Clear: Clears the current placement selection. 7 Value(s) (placements) Selects one or more placements from the tree Page 8 of 15

9 Configuring CPM Threshold Limits for SSP Demand What s new? Optimization of CPM Competition allows you to adapt your business needs to how campaigns (Premium demand) compete against SSP demand in Holistic Yield. SSP demand is managed through a Supply Side Platform (SSP) and includes Marketplace rules and deals. Currently, 1 cent could make the difference between SSP demand and campaigns. If the campaign CPM is lower than the competing SSP CPM, the SSP demand would win and the campaign might not reach its delivery goal. Now, you can define CPM threshold limits for SSP demand. While still making profit from SSP demand when its CPM is significantly higher than the campaign CPM, your SSP threshold limits avoid campaign under-delivery. SSP threshold limits can be defined as a percentage or as an absolute value. The CPM threshold effect A threshold is useful when an SSP demand and a campaign are competing based on CPM: Without CPM Threshold SSP demand wins if its CPM is at least 1 cent higher than the campaign CPM. With CPM Threshold SSP demand wins if its CPM is at least 1 cent higher than the threshold you defined for the kind of campaign (non-guaranteed or guaranteed) in competition. The winner is decided by dicing if the CPMs are equal. The winner is decided by dicing if the SSP CPM is equal to the threshold you defined. When is a CPM threshold applied? If CPM thresholds are enabled in your networ,k and all of the following conditions are met, the delivery on an ad request is decided by CPM: The campaign and the SSP demand match the targeting criteria of the ad request, e.g. geo targeting or device targeting. The priority of the SSP demand is equal to or higher than the priority of the campaign, i.e. the SSP demand competes against the campaign in the same position or the next one below in the priority hierarchy. For a guaranteed campaign on the campaign side: The delivery is not behind pace. Note: A guaranteed campaign behind pace could override the CPM competition. Properties and limitations To use SSP threshold limits, Holistic Yield must be enabled in your network. SSP threshold limits are individual settings in your network. Please discuss the settings that match your business needs most with Customer Support, and they will initiate the implementation in your network. SSP threshold limits can be enabled for guaranteed and non-guaranteed campaigns or for non-guaranteed only. SSP threshold limits can be configured as a percentage, as an absolute value, or both. The CPM used in the competition for SSP demand (Marketplace rules or deals) is the net CPM (bid-cpm minus publisher fees). For details, see Competing Priorities and CPMs in the Campaign Features user guide Page 9 of 15

10 Example implementation Options for guaranteed campaigns For the competition of SSP demand against campaigns you can differentiate between guaranteed campaigns and non-guaranteed campaigns (open, house, only desired guaranteed, etc.). Option Enabled Description SSP can win against guaranteed campaigns Defines that SSP demand can win against guaranteed campaigns. SSP threshold limits can be defined individually for nonguaranteed and guaranteed campaigns. Defines that SSP demand cannot win against guaranteed campaigns, but could still win against non-guaranteed. SSP threshold limits can be defined only for nonguaranteed campaigns. Options for the SSP threshold limits With a threshold limit, you define how much higher a SSP CPM has to be to win against a campaign CPM when both demands are in competition. You can define just one threshold limit as a percentage or as an absolute value. You can also define both (percentage and absolute value). Then you have to decide how the two threshold limits should be handled, i.e. if the SSP CPM needs to cross a single limit (percentage OR absolute value) or both limits (percentage AND absolute value) to win the ad request. The following table describes the threshold options. The table applies to nonguaranteed and guaranteed campaigns (if you allow that SSP demand can win against guaranteed campaigns). Options State Description Use Case SSP Threshold Percentage Defines a threshold limit as a percentage. Defined by how much the SSP CPM has to be higher than the campaign CPM to win the ad request. Threshold in 10 % A campaign with CPM 4.00 competes against SSP demand, e.g. a Marketplace rule (general auction) with the same or a higher priority. Result: The campaign continues to win delivery if the CPM from the rule remains under 4.40, you make profit from the rule if its CPM is over SSP Threshold Absolute Page 10 of 15

11 Options State Description Use Case SSP Threshold Percentage Absolute threshold 0.70 A campaign with CPM 3.00 competes against SSP demand with the same or a higher priority. Result: You make profit from the SSP demand if its CPM is over 3.70, if it is under 3.70 the campaign continues to deliver. SSP Threshold Absolute Defines an absolute threshold limit in currency. Defines by how much the SSP CPM has to be higher than the campaign CPM to win the ad request. Multi Threshold Handling Can only be defined if both thresholds, percent and absolute, are enabled. Single Defines, that the CPM of the SSP demand needs to be higher than one of the thresholds to win the ad request. The lower threshold will be applied. Threshold 25 % Threshold absolute 1.00 Result: The SSP CPM wins if it is more than 25 % higher, but a maximum of more than 1.00 higher than the campaign CPM. Both Defines, that the CPM of the SSP demand needs to be higher than both thresholds to win the ad request. The higher threshold will be applied. Threshold 25 % Absolute threshold 1.00 Result: The SSP CPM wins if it is more than 25 % higher, but a minimum of more than 1.00 higher than the campaign CPM. Examples The following examples could apply to non-guaranteed campaigns, but they could also apply to guaranteed campaigns (if you allow that SSP demand can win against guaranteed campaigns). Threshold in percent Absolute threshold in currency Multi threshold handling CPM campaign Resulting threshold Winning CPM SSP demand 10 % or higher or higher 10 % 0.50 single or higher 10 % 0.50 single or higher 10 % 0.50 both or higher 10 % 0.50 both or higher Page 11 of 15

12 Configuring a CPM Based Campaign Selection What s new? For the first time ONE by AOL: Ad Server offers campaign selection on CPM basis on all campaign layers. With this new feature you can determine the weight of the CPM against the classic priority model. Configuring the CPM based campaign selection allows for part or all of the ad requests in your network to be first selected by the highest CPM. Currently the winning campaign is always selected based on priority. Now you can define a percentage for how many ad requests the winner has selected based on CPM. The effect of configuring a CPM based campaign selection When is the configuration for the CPM based campaign selection applied? The configuration of CPM based selection applies to the competition for an ad request between campaigns of the same type. Without CPM based configuration The campaign with the highest priority wins the ad request. Only if there are several campaigns with equal values as highest priority the higher CPM makes the winner. With CPM based configuration For a part of ad requests: The campaign with the highest CPM wins the ad request. You define the part as a percentage. For the remaining part of ad requests: The campaign with the highest priority wins (as without CPM delivery configuration). If this feature is enabled in your network and all of the following conditions are met, your configuration for the CPM based campaign selection is applied: The campaigns matching the ad request have the same campaign type/are in the same layer in the Holistic Yield delivery hierarchy. The competing campaigns match the targeting criteria of the ad request, e.g. geo targeting or device targeting. Note: ONE by AOL: Ad Server will apply the percentage (you configured) through dicing weighted by percentage on every ad request. Properties and limitations To use CPM based campaign selection, Holistic Yield must be enabled in your network. The CPM based delivery can be configured individually per campaign type. Please discuss with Customer Support the settings that match your business needs most and Customer Support will initiate the implementation in your network. CPM delivery configuration does not work for Share of Voice and Percentage campaigns. You can define as a percentage how many ad request should be decided on CPM for all campaign types / Holistic Yield campaign layers (which are not based on Share of Voice or Percentage campaigns) Page 12 of 15

13 Example implementation Use cases Use case For all bookings, you use only one campaign type (e.g. open), and all campaigns should compete based on CPM (and not based on priority). You can use several campaign types, but when guaranteed campaigns compete for an ad request, two thirds of requests should be decided based on CPM. Implementation Set the CPM based delivery for your campaign type on 100 %. Set the CPM based delivery for guaranteed campaigns on 67 %, the priority based delivery on 33 % Page 13 of 15

14 Holistic Yield Reports Navigation Open the i-center > Reports > select the Network Report as Report Type. Click to open the Order Report dialog. Expand the icon to show Display report sections and locate the report name in the list, e.g. Holistic Yield Revenue by Website. Preconditions Holistic Yield reports must be activated in your network upon request. Please contact Customer Support. Holistic Yield reports Report Name Holistic Yield Revenue by Website (Overview) Holistic Yield Revenue by Website by Date (Overview) Holistic Yield Revenue by Website (Detailed) Holistic Yield Revenue by Website by Date (Detailed) Available Report Contains following data: Website name Inventory Source: Display MP or Direct (Ad Server) Campaign or Deal Name: Standalone, Flight Name, or deal name Impressions Revenue Average CPM: Calculated by Revenue * 1000 / Impressions Impression %: Percentage of impressions of this line compared to the entire traffic of the website across all demand sources Revenue %: Percentage of revenue of this line compared to the entire revenue of the website across all demand sources Contains following data: Website name Total Impressions: All traffic across all layers/demand channels Total Revenue: All revenue across all layers/demand channels Average CPM: Average CPM of the entire Website across all layers/demand channels Direct Impressions: All traffic from direct booked (aka ad server) campaign layers Direct Impression %: Percentage of impressions of Direct traffic compared to the total traffic of the entire website Direct Revenue: All revenue gathered from direct booked campaigns Direct Avg. CPM: Average CPM of all direct campaigns on this website Direct Revenue %: Percentage of the direct revenue compared to the revenue of the entire website Note: The same goes for the Display MP columns respectively Page 14 of 15

15 Report Name Holistic Yield Revenue by Placement Holistic Yield Revenue by Placement by Date Available Report Contains following data: Website name Page name Placement name Inventory Source: Display MP or Direct (Ad Server) Campaign Name: Standalone or Flight Name Average CPM :Calculated by Revenue * 1000 / Impressions Page 15 of 15