Presentation on theme: "Advanced Inventory Training A deeper and more profound understanding of reports, DART tracking and remnant."— Presentation transcript:
Advanced Inventory Training A deeper and more profound understanding of reports, DART tracking and remnant
Part 1 - Reports DART is limited to reporting only booked impressions with a goal. When ads are targeted without a goal, DART shows them as available, when in fact they are not. In the case of Skyscrapers – Weather and E-newsletters are weighted. By factoring out these impressions, you should have a better idea of available Skyscraper impressions. This is illustrated in the next few slides…
Report shows 796k available Skyscraper imps in June, but some of these may be weighted in Weather and e-newsletters. Factoring out Skyscrapers
Further down your report shows the breakout by section for an entire 6 months. Locate the Weather and E- newsletter data (called Treets), divide by 6 to get monthly average, and subtract from top number.
Factoring out Skyscrapers EXAMPLE: Weather: 3,251,784 / 6 (months) = 541,964 monthly impressions E-newsletters (treets): 674,370 / 6 (months) = 112,375 monthly impressions 541,964 (Weather impressions) + 112,375 (E-newsletter impressions) = 654,359 - the number of impressions DART is displaying as available that are actually weighted 796,207 (predicted skyscraper impressions) – 654,359 (weighted impressions) = 141,848. A more realistic number of skyscrapers, based on the fact they only run on index pages.
The reports use the previous 12 week’s average to forecast the next 6-months. The impact of major holidays is accounted for in the reports, as these holidays tend to have lower site traffic. While 6-month Inventory Forecast reports are delivered to your mailbox each Wednesday, you have access to this data 24/7 via the Avails-on-Demand tool in Webscan. Inventory Reports- Other items to note
Avails on Demand Avails on Demand is a tool in Webscan that allows you to pull inventory data any time you need it. https://webscan.ibsys.com/index.cfm Simply log into Webscan and choose the “Ad Inventory” button to get started.
Part 2 - Remnant Hearst Television runs remnant advertising through a network called AdMeld. This remnant advertising helps to “fill in the gaps” to ensure every page view is monetized and there are no white spaces. You will see remnant run when/if… 1.You have extra inventory on your site AFTER your local campaigns are pacing to meet their goals 2.A major news story has caused a page view spike
Admeld Dashboard: Chart Options: Impressions & eCPM, Revenue & eCPM, Revenue by Network, Revenue by Ad Size. Current View: this is the Impressions & eCPM graph, which shows us in the last 30 days what the Imps vs. eCPM is. You can filter by the following range: 7 days, 30 days, 90 days.
Part 2 - Remnant 1.You have extra inventory on your site AFTER your local campaigns are pacing to meet their goals If everything in the system is goal-based, and if you have more inventory than you have sold at that time, you will see blank spaces. To fill these blank spaces, Hearst-Television has a remnant strategy that runs in a very low priority. At no time does remnant run ahead of your local campaigns.
Part 2 - Remnant 2.A major news story has caused a page view spike DART is designed to run campaigns as evenly as possible in an effort to “spread out” delivery over the full run of the campaign. For example, if you have a client that has 30-day window to serve their goal, DART attempts to pace towards that goal across all 30-days. To ensure even delivery, DART has a cap of 125% for over-delivery. During a page view spike (which will speed up delivery), the system will determine the client is pacing on schedule up to 125% of their impression goal, and DART will slow down the client’s delivery for that particular day. During this time, it is likely remnant ads will appear. Ad server ID’s a viewer, chooses the next ad in line, serves it and counts it in a matter of milliseconds.
Remnant vs National (IB) IB also uses AdMeld for remnant strategy, for the same reason Hearst Television uses them. Because of this, the advertisers can sometimes be the same. There will be occasions where an advertiser has been properly stopped through either IB or Hearst, however will appear through the other remnant ad runs. In those instances, we will work quickly to confirm and address. So…how to do tell if you are looking at Hearst remnant or IB national ads?
Remnant vs National (IB) A local Leaderboard running with…. An IB Display on the same page? CAN’T HAPPEN
Remnant vs National (IB) Pools of inventory run together – national with national and local with local. - EXCEPTION: Detail page sponsorship in News/Health – top display will always be the client(s) who sponsor that area. - EXCEPTION: The Flyout on the homepage (more on this below) If you see a local campaign running alongside an ad you don’t recognize, chances are its Hearst remnant. Flyouts and/or ULocal have LOCAL only ad-tags, therefore only local inventory and Hearst remnant will run in these areas.
Remnant vs National (IB) If you spot an ad that you deem objectionable, and you believe its remnant or IB and would like it removed from your site – please take as many of the following steps as possible: 1.Look at all ads on the page to see if you can determine whether its coming from local or IB inventory. 2.Right-Click on the offending ad to see if you can obtain the ad’s properties. 3.Take a screenshot of the offending ad, with the properties pop-up box open. 4.If possible, also include a screenshot of the other IAB ads on the page (if you weren’t able to tell whether the ad was local or IB) These steps will make it easier for us to ID the ad source and handle the issue quickly. Once you’ve done as many of these steps as possible, send the information to Shari Polen (email@example.com) and cc Heather Baker and Eric Koepele for firstname.lastname@example.org
In the best case scenario, if you can provide the following information, we can most quickly indentify and remove the objectionable ad. –Date seen –Time seen –Ad location (page url) –Linking URL for the ad in question –Creative size of Ad (leaderboard, display, sky) –Type of Ad (ex: text, graphical) –Screen Shot of the Ad in the full page –Log from a debugging application (HTTPwatch, Fiddler or Firebug) Finding the Source of Ads