Behavioral Advertising

Transcription

1 Behavioral Advertising

2 1 Introduction Intended Audience Additional Resources Behavioral Advertising Dynamic Ads for Display Advertising Terminology Use Case Creative - Specification Creative - Instrumentation Trafficking Ad Ecosystem Compatibility Reporting Affiliate Banner Testing Use Cases Pros Cons Implementation Adobe 2011, all rights reserved Page 2

3 1 Introduction 1.1 Intended Audience This document is intended for advertisers and agencies looking to deploy affiliate banner advertising or display advertising on paid-for media. 1.2 Additional Resources Test&Target Help includes this guide and additional information on the Test&Target platform that is necessary to successfully deploy behavioral advertising. Log in to Test&Target and click on the Help link in the upper right corner. Adobe 2011, all rights reserved Page 3

4 2 Behavioral Advertising Adobe Test&Target Behavioral Advertising You can use Test&Target in a couple of distinct ways for behavioral advertising. You can use the ad testing capability on your affiliate websites. You can also use the dynamic creative capability on paid media, such as ad inventory sourced from publishers, ad networks and ad exchanges. 2.1 Dynamic Ads for Display Advertising You can use Test&Target to create dynamic ads for your Display Advertising campaigns. Display Advertising is advertising that appears on paid media. Advertisers can purchase guaranteed inventory direct on publisher sites or non-guaranteed inventory via an Ad Network, Demand Side Platform (DSP) or a Supply Side Platform (SSP). The DSP or SSP delivers the ad across ad exchanges. Note: There is a separate Test&Target CPM fee for Display Advertising impressions. You can continue to use the standard license for Test&Target for ad campaigns that do not run on paid media. For Display Advertising, your Account Manager enables a new campaign type called Display Campaign developed for this purpose Terminology 1st party: A publisher, such as the New York Times, provides the placement for the ad. 2nd party: An advertiser, such as Nike, who sponsors the ad campaign. 3rd party: The advertiser s media agency. 3rd party Tools: The ad server and possibly DSP (Demand Side Platform) that a media agency might use on behalf of an advertiser. 4th party and 4th Party Tools: The advertiser s creative agency can deploy other vendors within an ad unit. For example, a DoubleVerify pixel for Ad Safety, Quantcast for Audience Measurement, Test&Target for Dynamic Creative, Evidon for Ad Privacy, etc. Adobe 2011, all rights reserved Page 4

5 2.1.2 Use Case Test&Target allows the marketer to configure dynamic ads using visitor information that is either collected on the advertiser site or across the Web (using a data provider). For visitor information collected on the advertiser site, dynamic ads provide retargeting on abandoned visits. For example, United Airlines shows you a discounted fare from San Francisco to Los Angeles after you abandoned that ticket configuration in their site's shopping cart. Test&Target also allows the marketer to configure dynamic ads using information that has been collected on the visitor as they browse the broader web. For example, United Airlines shows you an ad for a discounted fare from San Francisco to Los Angeles because you searched for those flights on Kayak. These are dynamic ads for acquisition purposes, because they drive net new traffic to your site. Remarketing campaigns tend to suffer from volume. Consider an evolution to campaigns that have both acquisition and remarketing strategies working together. The tradeoff when incorporating a dynamic creative for acquisition campaigns is potentially purchasing data from vendors such as BlueKai, Rapleaf, Exalate etc. These vendors add data and processing cost to the mix. The data cost is a charge for using the 3rd party data. The processing cost is incurred when passing information to the universal profile maintained by Test&Target Creative - Specification You are free to use any creative size you like and are not limited to IAB specifications. Ad creatives can be built using three formats: Image HTML Flash For example, you might prefer to use an HTML5 ad when the placement needs to include the iad network that displays on ios devices. Note that if the mobile browser does not support 3rd party cookies or the user has disabled 3rd party cookies, you cannot use the Test&Target profile (server side cookie store) to target your advertising. If the target browser supports 3rd party cookies, the marketer is fully empowered to create dynamic ads using this profile. Most creative shops want to use flash technology to create dynamic ads. The creative process for FLA-based dynamic ads involves instrumenting the creative for dynamic fields and then using Test&Target s Display Campaign to configure the range of values for these ads. Adobe 2011, all rights reserved Page 5

6 2.1.4 Creative - Instrumentation To get you started, Test&Target provides starter FLAs that explain how to develop dynamic ads. An example of their use is available from the download link under the Display Ad Campaign menu in Test&Target. If you do not see this menu, contact your account representative. This section contains code examples that show different aspects when implementing dynamic creative. The code snippets are included for illustration purposes only. Refer to the example FLA for the supported version. Privacy Consumer privacy is an important consideration when using targeted advertising. Test&Target provides an opt-out ad template to comply with the DAA Self Regulatory principles. To use this template, you must purchase rights from the DAA. Please refer to DAA.com for more details. For a comprehensive implementation of Opt Out, you should use a DAA compliant vendor such as Evidon, Truste or DoubleVerify. To show you how your customers would be able to Opt Out of Test&Target Behavioral Advertising within this template, here is an example. Within the provided FLA template, the following snippet of code includes the power-i icon. / Add opt out option to right-click menu. function calloptoutmethod() { myconnection.optout(); } var mymenu:contextmenu = new ContextMenu(); var optoutoption:contextmenuitem = new ContextMenuItem("Opt out of Behavioral Advertising", calloptoutmethod); mymenu.customitems.push(optoutoption); _root.menu = mymenu; Default Content If the Test&Target server cannot be contacted for some reason (very rare) or if your Display Campaign is deactivated while your tags are live on the web, your ad needs to be able to serve up default content. This is accomplished using the function below. //Set the default XML property. var mydefaultxml:string = "<offer>\n" + " <sub_copy>fall PREVIEW</sub_copy>\n" + " <show_women_image>image1</show_women_image>\n" + " <landing_page> + "</offer>"; myflashbox.defaultxml = new XML(myDefaultXML); Adobe 2011, all rights reserved Page 6

7 Dynamic Creative Your FLA defines a XML schema that represents the customizable attributes in the ad. Test&Target reads this schema when you upload your FLA. It then allows you to define variants. Test&Target matches the visitor to the appropriate variant and returns that to the ad for rendering. // Define a function that will be used to consume the XML returned from Test&Target. function renderdisplayad(xmlresponse:xml) { var _xmloffer:xmlnode = xmlresponse.firstchild; var _subcopy:string = _xmloffer.childnodes[0].childnodes[0].nodevalue.tostring(); subcopy._visible = true; subcopy.text = _subcopy; Registering Clicks with Test&Target Test&Target reports on the number of impressions (via the flashbox) and conversions as part of the campaign setup. To report on clicks and other success metrics, register another flashbox for the click. //Create a flashbox to capture the impression and another to capture the click. // Create the Flashbox with "Flashbox_example" as the mbox name. var myflashbox:flashbox = myconnection.addflashbox("jjesquiredemo1flashbox"); var myflashbox_click:flashbox = myconnection.addflashbox("jjesquiredemo1flashbox_click"); Registering Clicks with Ad Server When 3rd party ad servers receive an ad request from a 1st party ad server (publisher or network), the ad request looks up the advertiser and creative that is appropriate for the current request. The advertiser and the creative chosen can depend on a number of factors such as yield optimization and audience targeting. When the ad server returns the requisite SWF that is used for the ad, it is possible to configure the ad server to pass a flashvar called clicktag into the SWF. Passing this clicktag is required for Test&Target to register the click with the ad server and redirect the request to a requisite landing page. Begin this process with the following code: //Insert ClickTags into flashbox. if (_landingpage.indexof("http") == 0) { _root.clicktag = myflashbox.getmodifiedclicktagurl(_root.clicktag, _landingpage); } Create a Display Ad Campaign in Test&Target To create a display ad campaign, see Creating a Display Ad Campaign in the Test&Target help. Each section of the campaign setup is addressed below: Adobe 2011, all rights reserved Page 7

8 Upload SWF Upload the SWF files (one per ad size) you created using the instrumentation techniques described into the Display Ad campaign. You only have to target once to target across various ad sizes. Pick Locations In the Pick Locations section, be sure to choose the mboxes on your site that have a creative that should to be synchronized with the creative in the offer. This typically leads to a better conversion rate because the messaging is synchronized across channels. Be sure to include the mbox that identifies the visitor as a candidate for retargeting, as well as an orderconfirmmbox. Create Experiences You can use token replace syntax in the dynamic fields. For example, the subcopy field can take the syntax ${user.testattribute default="seafoam green" show_blank="true"}. This technique uses behavioral data for dynamic ads instead of hard coding the variations. For a retargeting campaign, choose the audience that you want to find on the network or exchange. To do this, set up an mbox on the site that reflects a point in your funnel where your audience is considered to be in-market for your products. Map an offer that contains a retargeting pixel for the ad network to this location. When the visitor visits the mbox, the browser receives a cookie from the ad network that tracks the visitor as he browses the web. Consequently, your orderconfirmmbox calls the ad network unpixel function so Test&Target does not show an ad to a converted visitor. Conversion Metrics In the Conversion Metrics section, use the impression and click flashboxes to implement your attribution rules. For example, you might want to see a report that shows the number of times a user viewed your ad and the number of times that user clicked your ad. This could be combined with conversion data to provide your analysis team more insight into how your advertising was consumed. Segments In the segments section, set up reporting segments that match your goals. For example, you might want a report filtered by Geo, Demo, or Intent behavior. Geo and Demo information might be captured using 1st party data (passed using mbox or captured using profile scripts) or 3rd party data (either built into the tool, such as Digital Envoy or Adobe 2011, all rights reserved Page 8

9 Alliant or passed in using the REST based profile passing API). Or, perhaps you d like to see whether the ad size or publisher affected the ad consumption and conversion passed using the flashbox APIs. In all cases, you need to make sure that Test&Target has captured the data you want to segment on. As an example, consider capturing ad size or publisher name. This type of data can be passed from the Ad into Test&Target during ad impression time using flashbox APIs. To pass ad size and network data into the flashbox as parameters, you can add an mbox parameter to a segment to filter it within the report: var myflashbox:flashbox = myconnection.addflashbox("jjesquiredemo1flashbox"); My_Flashbox.addParameter("size", "300x250"); var myflashbox_click:flashbox = myconnection.addflashbox("jjesquiredemo1flashbox"); My_Flashbox_Click.addParameter("network", "Rubicon Project"); Using this technique necessitates additional SWF creation for each publisher and size combination, instead of just size Trafficking After you test the campaign, create ad server tags from your creatives and then traffic those tags to your ad networks. Ensure that the ad server is configured to pass the clicktag to the SWF, so Test&Target can track clicks. Test&Target calls the clicktag and then renders the dynamic ad. Make sure that the campaign is live within Test&Target at the time of trafficking so that default content is not rendered for your ads Ad Ecosystem Compatibility The following table lists compatibilities within the ad ecosystem. Ecosystem Compatible Systems Ad Servers Doubleclick Dart for Advertisers (DFA) Microsoft Atlas MediaMind Demand Side Platforms Invite Media (Google) Turn MediaMath DataXU Supply Side Platforms Rubicon Project PubMatic Adobe 2011, all rights reserved Page 9

10 Ad Networks Collective Media Tribal Fusion Fox Audience Network (now part of Rubicon Project) Traffic Marketplace 24-7 Real Media Yahoo Right Media Google Display Network AOL ValueClick Reporting Use the Campaign Spotlight and Report to view information about your dynamic ads. The campaign report shows see visits, visitors, impressions, clicks and conversion metrics from the flashbox and onsite mbox locations of the campaign such as a product page or a shopping cart page. Use filters to view results for a segment of traffic and use Success Metrics to see a consolidated report from the ad through the site funnel. 2.2 Affiliate Banner Testing The Display Campaign is appropriate to use on paid media for a variety of reasons. For one you are able to target once across all ad sizes. Another reason is that you are able to return Adobe 2011, all rights reserved Page 10

11 default content if Test&Target is down instead of serving a blank ad. However, sometimes you d like to be able to do ad testing for affiliate banners and not incur the Test&Target cost of Display Ad impressions. In that case, using Test&Target s core ad testing functionality is appropriate Use Cases There are two broad use cases for affiliate banner testing. If you need to rotate Images or Flash files, you could use the AdBox/Redirector combined with the AB n campaign. If you have Flash banners that require a dynamic creative, you should use the FlashBox combined with the Flash Campaign. Test& Target can test and track visits to ads and other offsite content. Test&Target can also identify the same user on and off your site and deliver a consistent experience throughout their web experience. Using a single URL, the AdBox allows testing without JavaScript or the mbox.js. An AdBox is useful for testing marketing from sites that do not use mbox.js, such as affiliates. If your campaign needs dynamic creatives (for example, you need to show a product in the ad that was abandoned in the cart), you cannot use an AdBox. In this case, use the Flashbox combined with the Flash Campaign. The following table compares a Redirector, AdBox, and FlashBox and when to use each: Redirector AdBox Flashbox Purpose When To Use URL Structure Offer Type Offer Content Redirects a To change the clientcode.tt.omtrdc.net/m2/ redirect URL for a visitor to a landing page of an clientcode/ubox/page? offer page different web ad page Returns different images or swfs to the ad Returns content elements to a Flash file To change the content of an ad To change content within a Flash ad clientcode.tt.omtrdc.net/m2/ clientcode/ubox/image? Or clientcode.tt.omtrdc.net/m2/ clientcode/ubox/page? See the Test&Target extension for Adobe CS5 or Flashbox ActionScript classes. redirect offer Built in to campaign URL for an image or swf Flashreadable content AdBox and Redirector ads can be used with any kind of campaign. Flashbox should only be used with the Flash campaign Pros Adobe 2011, all rights reserved Page 11

12 Flexibility to use a single URL to provide default content, alternative content and to track visitors, clicks, and impressions for ads that do not require dynamic creative. Requires no JavaScript, ActionScript or mbox.js for ads that do not require dynamic creative Cons With the AdBox, there is no client side timeout as with standard mboxes. If a Test&Target edge cluster is completely down, (which almost never happens), visitors to the ad will not see any content, not even default content. You must use the FlashBox to show default content Implementation Optimizing image ads in banners is described in this topic and the following subtopics: Tracking Clicks Through Conversion Testing Version of Ad Content Varying Destinations of an Ad Testing Image and Flash Ads with the AdBox Tracking Clicks Through Conversion To track clicks on the ad, through to conversion: 1. Create a Redirector. The default content must be your Web site landing page. 2. Create a campaign. 3. Choose the Redirector as the entry point, or a success metric in the campaign, and then load with default content. 4. Submit the Redirector URL to your Ad Network as the ad's destination URL Testing Version of Ad Content Adobe 2011, all rights reserved Page 12

13 To test different versions of an ad's content: 1. Create an AdBox. 2. Create unique ad content and create a Redirect Offer for each content version. 3. Create a campaign. 4. Choose the AdBox as your display mbox. 5. Create an experience for each content, load the unique Redirect Offer into the AdBox. For a comparison of AdBox, Redirect, and Flashbox, see the table in Affiliate Banner Testing. 6. Submit the AdBox URL to your affiliate Varying Destinations of an Ad To vary the destinations of an ad: 1. Create a Redirector. 2. Create a Redirect Offer for each unique landing location on your Web site. 3. Create a campaign. 4. Choose the Redirector as your display mbox, and one experience for each new Redirect Offer. 5. Submit the Redirector URL as the ad's destination URL Testing Image and Flash Ads with the AdBox Use the AdBox to test content and track visits to display ads and other offsite content. An AdBox is like an mbox, but it is controlled by a URL rather than JavaScript. AdBoxes are created with a special AdBox URL that loads an "ad" mbox (or AdBox) into your Test&Target account. Use this AdBox in place of the mbox in your tests. Submit the AdBox URL to your Ad Network in place of the ad's image reference. Adobe 2011, all rights reserved Page 13

14 Creating an AdBox for an Image To create an AdBox for an image: 1. Prepare creative content for ads, including the default content. Tip: Make sure all content matches the ad size. 2. Create the AdBox URL, replacing the bolded parameters below with your own information: 200&mboxDefault= http%3a%2f%2fwww%2eyourcompany%2ecom%2fimg%2flogo%2egif Where: myclientcode is your company s Test&Target client code. Find this in your mbox.js listed as mboxclientcode = 'myclientcode'. This is all lower case and has no special characters. image is the offer type. In this case it is an image. See below for Flash instruction. adimage123_320x200 is the name of the mbox Warning! AdBoxes function differently from other mboxes, but appear just as any other mbox in your account. Name the AdBox so it is easily distinguished them from the non-ad mboxes in your account. Tip: Begin the mbox name with adimage and the size of the ad. http%3a%2f%2fwww%2eyourcompany%2ecom%2fimg%2flogo%2egif is the mbox's default content. Note: This must be URL encoded and must be an absolute reference. Tip: quickly encodes your URLs. 3. Validate the AdBox. a) Insert the AdBox URL into a browser and refresh. b) Log in to your account, refresh your mbox list and verify the new AdBox is listed in your account. 4. If you plan to test different versions of the ad, create Redirect Offer(s) for each version. Adobe 2011, all rights reserved Page 14

15 Warning! AdBoxes must be loaded with a Redirect Offer or the default content offer. Other offers types will not work. 5. Create the campaign. 6. Complete QA on the campaign. 7. Create a dummy page and verify that all experiences, default content, and reports act as expected on all browser types, for all of your environments. 8. Use an <img src> tag on the dummy page. <img src= http%3a%2f%2fwww%2eyourcompany%2ecom%2fimg%2flogo%2egif> Notes: AdBoxes are not supported by Offer Preview or Browse for mbox.use experiences and preview experiences directly in a browser. Firefox will cache the image request, so you have to shift-reload to preview your changed AdBox content. mboxdebug does not work with Adbox 9. Submit the full AdBox URL to your affiliate, as the image reference Creating an AdBox for a Flash File The process is the same as for creating an image Adbox, with these differences: Use page as the content type and make the default link to your swf file &mboxDefault= http%3a%2f%2fwww%2eyourcompany%2ecom%2fimg%2flogo%2eswf To complete QA, use the embed src tag on the dummy page as you would a Flash file. <embed src= fault= http%3a%2f%2fwww%2eyourcompany%2ecom%2fimg%2flogo%2eswf> Adobe 2011, all rights reserved Page 15

16 Dynamic Flash Creative Test&Target provides multiple ways to test and target Flash content. Test&Target is preintegrated with Flash CS5, and generic ActionScript classes can be used to "instrument" any Flash file with Test&Target capabilities. A Test&Target extension panel is available for Flash CS5. With this panel, you can choose elements within your Flash file to change with Test&Target. You can choose text, images, movie clips and more and then create different versions to test or target to different populations. Get the extension at View the detailed documentation about the extension at If you are using an earlier version than Flash CS5, you can use the Flash ActionScript classes available for Test&Target. With these classes, you can create FlashBoxes that work quite similarly to mboxes to return different content to the Flash file from Test&Target to change the viewer's experience. Note: Flashbox developer documentation is available within Test&Target by clicking Display Ads > Flashbox classes. Contact your Test&Target support professional for more information. Adobe 2011, all rights reserved Page 16