1. PIXELS! 12/3/2015

2. Agenda What is a Pixel? Pixels…how do they work? Signal Tag Management
Example 3rd Party Pixels

3. What is a Pixel? Here it is! A pixel!
Yes…not the kind I’m talking about.
Here it is! A pixel!

4. What is a Pixel?
Pixel (also known as a "web beacon" or "tag") is an invisible object embedded in a web page or an .
Pixels are used for tracking opens & website visits/conversions in conjunction with online ad tracking/impressions.
There are 2 types of pixels: 1.) Client-side which relies on cookies stored in the user’s browser; 2.) Server-side which relies on the server storing a unique identifier

6. How does a pixel work? (non-technical overview)

7. How does a pixel work?
Even though the pixel is virtually invisible to the client, it is still served just like any other image (or script) that you may see online Difference is that an image from a web page is served from the site’s domain while the image is served from the ad server’s domain. This allows the ad server to read and record the cookie with the unique ID and the extended information it needs to record.
A pixel isn’t completely invisible….its just a snippet of code or an image
<script type='text/javascript'>
var axel = Math.random()+"";
var a = axel * ;
document.write('<img src=" width=1 height=1 border=0/>');
</script>
<noscript>
<img src=" width=1 height=1 border=0/>
</noscript>

8. Client-Side Pixels
Most sites use client-side pixel tracking which is based on cookies that are stored on the user's browser & can be implemented using JavaScript, an Image or an Iframe. When a user visits a page the pixel sends the cookie information back to the tracking platform (e.g. LinkShare, Marin, Ad Partners) recording either a visit OR a conversion.
Unfortunately client-side pixels aren’t always 100% accurate 
Ad blockers & cookie deletion can prevent information from passing to 3rd parties

9. Pixel Functional Flow LinkShare Affiliate Program Site Ad Retargeting
Leaves Sephora.com
Client’s Computer
Set Cookie
Network
Client’s Computer
Visits other Sites
Set Cookie
Other Sites
Visits site
Redirect
Redirect
Visits site + browses
Affiliate Site
(e.g. Ebates)
Sephora.com
Sephora.com
Sephora Ads AD AD
See Sephora Ads + goes to site to purchase

10. How does a pixel get added to the site?

11. Signal – Tag Management System
Signal (formally known as Bright Tag) is used to manage all 3rd party pixels with limited development needed
Benefits:
No Sprint dependencies
Assign pixels to fire on specific pages
Pixel templates (reduce errors)
Pass custom variables based on 3rd party requirements
Track pixel # of fires & errors
Allows for pixel Preview, Activate, Deactivate & Delete

12. Pixels, Signal, Ad Campaigns… How do they all tie together?

13. Sephora & Facebook

14. Sephora & Paid Search Weekly Specials  High traffic page
Paid search campaign for “Sephora Deals” based on traffic, conversions & keyword searches
Click-through on paid search campaign triggers image pixel to fire – attribute click/conversion to paid search campaign

15. Sample 3rd Party Pixels MediaForge – Ad Retargeting
FlashTalking – Ad Creative Testing
Facebook – Retargeting & Conversion
Twitter – Track Conversion
Google DoubleClick (Havas agency)
OwnerIQ – Ad partner
LinkShare – Affiliate Partner
Marin – Paid Search
Google AdWords & YouTube
Yahoo-Bing – Paid Search
RewardStyle – Content affiliate partner
Visual IQ – Attribution Partner
SkimLinks – Content affiliate partner
LiveRamp – Offline sale monetization

16. What about Mobile Apps? iOS SDKs
Unlike the website & mobile web, cookies are not as effective in mobile apps because they cannot be applied everywhere as a clients' cookies are completely contained within each app.
Cookies from one app cannot be shared with another app and that they remain private to each app.
SDK and API are the mechanisms used to send data to marketing partners & ad platforms
iOS SDKs
Tune – Mobile Marketing Platform (aka MobileAppTracking OR HasOffers)
Marketing and attribution analytics
Access over 700 advertising partners
Deep-linking capability for ad partners
Facebook
Drive installs with Mobile App Install Ads.
Find your target audience with Custom Audiences for Mobile Apps.
Monetize in your app with that Facebook Audience Network.
Increase engagement with Mobile App Engagement Ads.

17. Helpful Links
Signal
Google Tag Manager
Wikipedia
SkillCrush