Executing a Campaign

Question 1

Step 1 of execution

Answer 1

Create a traffic sheet (contains essential creative details by placement)

• Traffic sheet must include placements, ads associated with placements, creatives, click through (landing page) URLs, start/end dates, creative instructions
• Ad server have the option to input necessary campaign details by platform into the platform directly
• Once completed, send the traffic sheet to their internal trafficking team

Question 2

Step 2 of execution

Answer 2

book campaign in ad server (pub side)

• ad server hierarchies: classify the structure in which the ad server stores and delivers information
• before booking a campaign, need to create the campaign structure and include goals.
• once details are inputted, campaign can book the campaign meaning it will launch on the given start date

Question 3

view through conversion

Answer 3

when a visitor views an ad, does NOT click on it, then later visits the advertiser’s website to complete the desired behavior

Question 4

Step 3 of execution

Answer 4

generate tags (agency or vendor side)

• knowledge of 1st and 3rd party data is crucial. tags that are connected to these parties help create data which can be used for analyzing campaign performance
• 1st party tags: generated by you and ideal for asset control and data management
• 3rd party tags: often used for demo, behavioral, and contextual targeting

Question 5

Step 4 of execution

Answer 5

QA tags: verify creative messaging and click through URL functionality

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Question 6

Step 5 of execution

Question 7

Step 6 of execution

Answer 7

confirm campaign launch: campaign will need to be set in flight/live in the server then verified.

verification is completed by checking the ad is running properly & that both the ad server systems are calling the view/click portions for counting and reporting purposes