Targeting by placement-common term for delivering ads to ad placement with defined characteristics: URL (advertising site, web site, set of site pages, site page) or content category.
Targeting By URL – method used for adjusting ad rotation at predefined web-sites/web-site directories/ specific pages of an advertising site (available for advertisers in case network operator allows viewing publishers’ advertising sites)
Generally, term URL is defined as unique web-address of web-site (site directory, page). Further in the document such URL will be called “physical URL”. Within Adgine.net term “URL” is understood as any web-resource (web-site, group of web-sites, sites’ directory, specific page), belonging to network participant (publisher). In order to make statistics review and determining targeting settings for URL easier, they are grouped in a tree-type structure. Root element of the “tree” is an ad site (as a rule – group of sites with similar traffic characteristics, without physical URL). At least one web-site belonging to ad site needs to have it’s physical URL set. Structure of web-sites’ directories and pages may be defined in a tree-type form (a branch containing structure of web- site directory generally has common physical root URL), entry (group of pages whose physical root URL arbitrary is common), or page – ( strictly corresponding to physical URL). Every URL has to be given descriptive name, when added to the system, characterizing its’ place within the publishers’ ad site structure.
Each advertising site consists of at least 1 URL. Advertising site owner may provide more detailed description as well. In fact this targeting method is based on ad zone+URL combination. Since ad zone codes placed at advertising site may be of the same kind, combination of specific URL and zone code creates unique entity.Due to this users may assign specific URL for rotation of every ad.
Targeting by format
Format determines main parameters of advertising space (type of ad rotated, creative size, zone size). Meaning, incorporated by term “format” depends on networks’ rules and settings. In some cases format may also determine ad zone placement at specific page.
Example: “468*60 banner top”; “468*60 banner main page”.
Currently 2 types of targeting by format are supported by the system: obvious & implicit.
Implicit targeting is assigned to list of creative, attached to profile: system automatically determines which creative may be shown at ad zone, depending on format type.
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Format type: Banner – ad zone attached to such format type shows LocalBanner creative (.gif, .jpeg, .swf (flash)), External Banner, Html Banner, of corresponding size.
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Format type: Richmedia – ad zone attached to such format type shows richmedia creative of any size.
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Format type: WordWiser (text ads) –ad zone attached to such format shows WordWiser creative without taking its’ size into consideration
Obvious targeting –allows to choose formats needed, in case several formats of the same type are supported by advertising network.
Example: Network operator created 3 formats of the same type & size, and named them “IAB Leaderboard main page top”, “IAB Leaderboard top”, “IAB Leaderboard”. In case profile without format targeting contains creative which fit into zones of previously described formats, profiles’ creative will be shown in each of zones, unless user decides to limit creative exposure by one format. If so, user has to choose preferred format out of the list of avaliable formats.
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