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AD OPS INSIDER
At least, among the Alexa 10K global domains that sell advertising. To get this stat, I took the Alexa top 10,000 domains, removed everything owned by Google, Amazon, and Facebook – which don’t sell their inventory through 3rd parties and therefore don’t need an ads.txt file – and removed the obvious pornography sites. PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS Organizing the Data. I recommend you create an initial pivot table to filter and organize the data. Start by applying a report filter to reduce the results to campaigns that have OSIs under 100% and then use the row filters to break out that data by target, then advertiser and finally by flight or campaign. HOW AD SERVING WORKS Loving your write ups, quick question. With regards to how ad.serving works between the marketer’s ad.server and content delivery network, does the marketer send a 302 redirect to the content network via the browser or is it a different type of redirect? HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD THE DISPLAY LUMASCAPE EXPLAINED First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. From the very beginning this image was a hit with the digital marketing set as it provided a way to understand a complex industry, as well as a symbol for how difficult it is to work in a space so WHAT IS A CACHE BUSTER? A cache-buster is a unique piece of code that prevents a browser from reusing an ad it has already seen and cached, or saved, to a temporarymemory file.
GUIDE TO HEADER BIDDING WRAPPERS Consolidate Line Items – When I looked at header bidding for the first time, my initial reaction was sympathy for the publisher side trafficker that had the lousy task of manually creating the 10,000 line items that were put in place. Now, they didn’t have to create quite so many, and these days most header bidders will help create these line items automatically through ad server APIs, but CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. SETUP AN ADS.TXT WEB CRAWLER Python is a programming language just like Java or C++. Many say that Python is one of the easiest languages to learn because the syntax is closer to plain English and therefore faster toAD OPS INSIDER
At least, among the Alexa 10K global domains that sell advertising. To get this stat, I took the Alexa top 10,000 domains, removed everything owned by Google, Amazon, and Facebook – which don’t sell their inventory through 3rd parties and therefore don’t need an ads.txt file – and removed the obvious pornography sites. PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS Organizing the Data. I recommend you create an initial pivot table to filter and organize the data. Start by applying a report filter to reduce the results to campaigns that have OSIs under 100% and then use the row filters to break out that data by target, then advertiser and finally by flight or campaign. HOW AD SERVING WORKS Loving your write ups, quick question. With regards to how ad.serving works between the marketer’s ad.server and content delivery network, does the marketer send a 302 redirect to the content network via the browser or is it a different type of redirect? HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD THE DISPLAY LUMASCAPE EXPLAINED First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. From the very beginning this image was a hit with the digital marketing set as it provided a way to understand a complex industry, as well as a symbol for how difficult it is to work in a space so WHAT IS A CACHE BUSTER? A cache-buster is a unique piece of code that prevents a browser from reusing an ad it has already seen and cached, or saved, to a temporarymemory file.
GUIDE TO HEADER BIDDING WRAPPERS Consolidate Line Items – When I looked at header bidding for the first time, my initial reaction was sympathy for the publisher side trafficker that had the lousy task of manually creating the 10,000 line items that were put in place. Now, they didn’t have to create quite so many, and these days most header bidders will help create these line items automatically through ad server APIs, but CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. SETUP AN ADS.TXT WEB CRAWLER Python is a programming language just like Java or C++. Many say that Python is one of the easiest languages to learn because the syntax is closer to plain English and therefore faster to ABOUT - AD OPS INSIDER Ad Ops Insider explains the basics of interactive advertising from an operations and technical point-of-view. My goal is to educate budding Ad Ops professionals and explain the hows and whys of what happens in the trenches in this ever-changing industry. 9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD Recently I was speaking with a friend who’s heading up a new digital publishing organization that’s taking their sales in-house, and they’re shopping for all the usual trappings of ad technology, as well as standing up an Ad Ops team from scratch. HOW AD SERVING WORKS So How Long Does it Really Take to Serve an Ad? In the web ecosystem, you’d typically expect perhaps 250ms to connect to a web server, 150ms to connect to the ad server, 150ms to connect to the SSP, 250 – 400ms to wait for the SSP, 150ms to connect to the marketer’s ad server, and 50 – 100ms to download the content from the CDN, for a total of about a second to serve the ad from start WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by WHAT IS A CACHE BUSTER? A cache-buster is a unique piece of code that prevents a browser from reusing an ad it has already seen and cached, or saved, to a temporarymemory file.
CPM, CPC, AND CPA PRICING FOR ONLINE MEDIA There are three main ways of pricing online media – CPC, CPM, and CPA. The difference between the three is what deliverable the Publisher and Marketer agree to bill on. As you’ll see below, the pricing structure often reflects who has the bargaining power, as wellas
CHARLES PROXY TUTORIAL FOR AD OPERATIONS Charles Proxy is a popular application for web developers generally, also used in the Ad Operations field. Ad Ops staff use Charles to debug digital ads and ad technology like header bidding setups, ad server configurations, and so forth. STATE OF ADS.TXT ADOPTION Adoption is happening across all sizes and geos. The good news is that while adoption remains thin, it is accelerating quickly. My figure of 12.8% is a solid improvement from GetIntent’s figure of 1.2% posted about a month after the IAB released the ads.txt spec. While I couldn’t use the same methodology as them, I expect their top 1K domains would all be in the Alexa 10K list. HEADER BIDDING: HOLISTIC AD SERVING IS HERE It’s been nearly three years since I first wrote about the concept of holistic ad serving – the idea of seamless yield management across sales channels, namely direct sold and programmatic – but in the last six months or so this idea has quietly gone from the drawing board to reality via a mechanism known in the industry as ‘header bidding’, ‘tagless’, ‘advance bidding’ or THE DISPLAY LUMASCAPE EXPLAINED Another Ad Ops heavy part of the digital space, I’ve always thought of tag management technology as an ironic joke within the industry. The landscape has gotten so fragmented, and publishers and advertisers are both working with so many technology vendors that they often need a technology to manage the technology(!), and that’s the service tag management provides. HOW AD SERVING WORKS When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the THE DISPLAY LUMASCAPE EXPLAINED Outside of Ad Servers, DSPs, SSPs, and Ad Exchanges, the data space is the next most important one right now in the digital space. Like many categories we’ve covered so far, there is a wide variety of companies represented on the LUMAscape. The two major services these companies provide is data management software and data products. CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professional HOW AD SERVING WORKS When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the THE DISPLAY LUMASCAPE EXPLAINED Outside of Ad Servers, DSPs, SSPs, and Ad Exchanges, the data space is the next most important one right now in the digital space. Like many categories we’ve covered so far, there is a wide variety of companies represented on the LUMAscape. The two major services these companies provide is data management software and data products. CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professionalAD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
ABOUT - AD OPS INSIDER Welcome! Ad Ops Insider explains the basics of interactive advertising from an operations and technical point-of-view. My goal is to educate budding Ad Ops professionals and explain the hows and whys of what happens in the trenches in this ever-changing industry. Ad Ops Insider is written by Ben Kneen. I’ve worked in the digital advertising HOW RTB AD SERVING WORKS I wrote about the basics of how DSPs, SSPs, and Ad Exchanges work from a high level and the value they add to the marketplace in my last post – for this piece we’re going to dig into the nitty gritty of how RTB ad serving works from a technical perspective.. In my explanation of third-party ad serving, I outlined a 12-step process to get from publisher ad call to marketer ad creative. HOW AD SERVING WORKS Mobile Ad Serving with Exchanges – Even More Complicated. The client to server vs. server-to-server challenge is even more pronounced when the ad request is served to an exchange. For example, if you look at my old article, Diagramming the SSP, DSP, and RTB Redirect Path, you’ll see there are no fewer than four client side requests made to HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the CHARLES PROXY TUTORIAL FOR AD OPERATIONS Charles Proxy Tutorial for Ad Operations. Charles Proxy is a popular application for web developers generally, also used in the Ad Operations field. Ad Ops staff use Charles to debug digital ads and ad technology like header bidding setups, ad server configurations, and so forth. What makes Charles Proxy useful is that it records the HTTP WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professional SSP TO DSP COOKIE SYNCING EXPLAINED SSP to DSP Cookie Syncing Explained. May 1, 2011. The matching process of the SSP cookie ID to the DSP cookie ID happens through a parallel process to serving ads called cookie syncing. A cookie sync is necessary because as a standard security process, web servers of any kind can only request cookies that are set to their own domain. TRACKING BILLABLE IMPRESSIONS AND 3RD PARTY DISCREPANCIES Discrepancies are typically around 10%, but can often exceed this, especially if there is a technical problem with the ad. In virtually all cases however, publishers simply have to accept losses due to discrepancies as the cost of doing business. Third party ad LOOKALIKE MODELING YOUR AD OPS TEAM CAN BUILD WITH A DMP Lookalike Modeling Your Ad Ops Team Can Build With a DMP. September 9, 2013. Digital Publishers and Advertisers that have access to a Data Management Platform (DMP) can bootstrap their own data modeling, or lookalike model capabilities with some simple index-based approaches. That is to say, if you can understand both the total population ofAD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
HOW AD SERVING WORKS When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professionalAD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
HOW AD SERVING WORKS When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professionalAD OPS INSIDER
At least, among the Alexa 10K global domains that sell advertising. To get this stat, I took the Alexa top 10,000 domains, removed everything owned by Google, Amazon, and Facebook – which don’t sell their inventory through 3rd parties and therefore don’t need an ads.txt file – and removed the obvious pornography sites. ABOUT - AD OPS INSIDER Welcome! Ad Ops Insider explains the basics of interactive advertising from an operations and technical point-of-view. My goal is to educate budding Ad Ops professionals and explain the hows and whys of what happens in the trenches in this ever-changing industry. Ad Ops Insider is written by Ben Kneen. I’ve worked in the digital advertising HOW RTB AD SERVING WORKS I wrote about the basics of how DSPs, SSPs, and Ad Exchanges work from a high level and the value they add to the marketplace in my last post – for this piece we’re going to dig into the nitty gritty of how RTB ad serving works from a technical perspective.. In my explanation of third-party ad serving, I outlined a 12-step process to get from publisher ad call to marketer ad creative. HOW AD SERVING WORKS Mobile Ad Serving with Exchanges – Even More Complicated. The client to server vs. server-to-server challenge is even more pronounced when the ad request is served to an exchange. For example, if you look at my old article, Diagramming the SSP, DSP, and RTB Redirect Path, you’ll see there are no fewer than four client side requests made to HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the CHARLES PROXY TUTORIAL FOR AD OPERATIONS Charles Proxy Tutorial for Ad Operations. Charles Proxy is a popular application for web developers generally, also used in the Ad Operations field. Ad Ops staff use Charles to debug digital ads and ad technology like header bidding setups, ad server configurations, and so forth. What makes Charles Proxy useful is that it records the HTTP WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professional GET PIXEL TRACKING TRANSPARENCY WITH GHOSTERY Ghostery runs on your browser and sifts through all the code and ad calls to quickly identify which 3rd parties are tracking data on your site. This particular example is from Dictionary.com – as you can see, the tool quickly pulls up a list of the various companies with pixels running on the site or somehow spawning to the browser. SSP TO DSP COOKIE SYNCING EXPLAINED SSP to DSP Cookie Syncing Explained. May 1, 2011. The matching process of the SSP cookie ID to the DSP cookie ID happens through a parallel process to serving ads called cookie syncing. A cookie sync is necessary because as a standard security process, web servers of any kind can only request cookies that are set to their own domain. TRACKING BILLABLE IMPRESSIONS AND 3RD PARTY DISCREPANCIES Discrepancies are typically around 10%, but can often exceed this, especially if there is a technical problem with the ad. In virtually all cases however, publishers simply have to accept losses due to discrepancies as the cost of doing business. Third party adAD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
HOW AD SERVING WORKS When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professionalAD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
HOW AD SERVING WORKS When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professionalAD OPS INSIDER
At least, among the Alexa 10K global domains that sell advertising. To get this stat, I took the Alexa top 10,000 domains, removed everything owned by Google, Amazon, and Facebook – which don’t sell their inventory through 3rd parties and therefore don’t need an ads.txt file – and removed the obvious pornography sites. ABOUT - AD OPS INSIDER Welcome! Ad Ops Insider explains the basics of interactive advertising from an operations and technical point-of-view. My goal is to educate budding Ad Ops professionals and explain the hows and whys of what happens in the trenches in this ever-changing industry. Ad Ops Insider is written by Ben Kneen. I’ve worked in the digital advertising HOW RTB AD SERVING WORKS I wrote about the basics of how DSPs, SSPs, and Ad Exchanges work from a high level and the value they add to the marketplace in my last post – for this piece we’re going to dig into the nitty gritty of how RTB ad serving works from a technical perspective.. In my explanation of third-party ad serving, I outlined a 12-step process to get from publisher ad call to marketer ad creative. HOW AD SERVING WORKS Mobile Ad Serving with Exchanges – Even More Complicated. The client to server vs. server-to-server challenge is even more pronounced when the ad request is served to an exchange. For example, if you look at my old article, Diagramming the SSP, DSP, and RTB Redirect Path, you’ll see there are no fewer than four client side requests made to HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the CHARLES PROXY TUTORIAL FOR AD OPERATIONS Charles Proxy Tutorial for Ad Operations. Charles Proxy is a popular application for web developers generally, also used in the Ad Operations field. Ad Ops staff use Charles to debug digital ads and ad technology like header bidding setups, ad server configurations, and so forth. What makes Charles Proxy useful is that it records the HTTP WORKING IN AD OPERATIONS: MUST-KNOW RESOURCES Working in Ad Operations: Must-Know Resources. October 24, 2011. As with any job, the first step in getting hired is getting educated on the state of the industry, how it works, who the key players are, and where you might get hired. Thankfully, Ad Operations has an active and welcoming community, and is well covered by niche, but professional GET PIXEL TRACKING TRANSPARENCY WITH GHOSTERY Ghostery runs on your browser and sifts through all the code and ad calls to quickly identify which 3rd parties are tracking data on your site. This particular example is from Dictionary.com – as you can see, the tool quickly pulls up a list of the various companies with pixels running on the site or somehow spawning to the browser. SSP TO DSP COOKIE SYNCING EXPLAINED SSP to DSP Cookie Syncing Explained. May 1, 2011. The matching process of the SSP cookie ID to the DSP cookie ID happens through a parallel process to serving ads called cookie syncing. A cookie sync is necessary because as a standard security process, web servers of any kind can only request cookies that are set to their own domain. TRACKING BILLABLE IMPRESSIONS AND 3RD PARTY DISCREPANCIES Discrepancies are typically around 10%, but can often exceed this, especially if there is a technical problem with the ad. In virtually all cases however, publishers simply have to accept losses due to discrepancies as the cost of doing business. Third party adAD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW AD SERVING WORKS When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. 9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD GUIDE TO HEADER BIDDING WRAPPERS Easier to Add / Remove – For all the reasons above, a header bidding wrapper makes it far easier to add or remove a header bidding partner for ad operations. The wrapper protects you and your users from crappy technology, and your ops team from painful setup work. In other words, wrappers make header bidding scalable across many partners. ADVANCED CHARLES PROXY TUTORIAL FOR AD OPS Repeat Advanced. This is a great one for header bidding QA, and catching mobile app store redirects. Let’s say you wanted needed a sample of responses from the same partner 10, 20, 100 times to catch a bothersome issue that only happened occasionally. CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years.AD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW AD SERVING WORKS When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLES Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. 9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD GUIDE TO HEADER BIDDING WRAPPERS Easier to Add / Remove – For all the reasons above, a header bidding wrapper makes it far easier to add or remove a header bidding partner for ad operations. The wrapper protects you and your users from crappy technology, and your ops team from painful setup work. In other words, wrappers make header bidding scalable across many partners. ADVANCED CHARLES PROXY TUTORIAL FOR AD OPS Repeat Advanced. This is a great one for header bidding QA, and catching mobile app store redirects. Let’s say you wanted needed a sample of responses from the same partner 10, 20, 100 times to catch a bothersome issue that only happened occasionally. CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. ABOUT - AD OPS INSIDER Welcome! Ad Ops Insider explains the basics of interactive advertising from an operations and technical point-of-view. My goal is to educate budding Ad Ops professionals and explain the hows and whys of what happens in the trenches in this ever-changing industry. Ad Ops Insider is written by Ben Kneen. I’ve worked in the digital advertising 9 WAYS TO DESIGN THE BEST AD OPS TEAM IN THE WORLD The better way to approach this though is to simply combine multiple values in the same variable together with an “OR” statement, or a “union” expression for all you fancy SQL people out there. Yes – one variable with multiple values of the same concept: "Audience = age:25-54, hhi:$100K, child:yes". HOW AD SERVING WORKS Mobile Ad Serving with Exchanges – Even More Complicated. The client to server vs. server-to-server challenge is even more pronounced when the ad request is served to an exchange. For example, if you look at my old article, Diagramming the SSP, DSP, and RTB Redirect Path, you’ll see there are no fewer than four client side requests made to STATE OF ADS.TXT ADOPTION Adoption is happening across all sizes and geos. The good news is that while adoption remains thin, it is accelerating quickly. My figure of 12.8% is a solid improvement from GetIntent’s figure of 1.2% posted about a month after the IAB released the ads.txt spec. While I couldn’t use the same methodology as them, I expect their top 1K domains would all be in the Alexa 10K list. SETUP AN ADS.TXT WEB CRAWLER What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
CPM, CPC, AND CPA PRICING FOR ONLINE MEDIA There are three main ways of pricing online media – CPC, CPM, and CPA. The difference between the three is what deliverable the Publisher and Marketer agree to bill on. As you’ll see below, the pricing structure often reflects who has the bargaining power, as wellas
CHARLES PROXY TUTORIAL FOR AD OPERATIONS Charles Proxy Tutorial for Ad Operations. Charles Proxy is a popular application for web developers generally, also used in the Ad Operations field. Ad Ops staff use Charles to debug digital ads and ad technology like header bidding setups, ad server configurations, and so forth. What makes Charles Proxy useful is that it records the HTTP HEADER BIDDING: HOLISTIC AD SERVING IS HERE Header bidding is a method for publishers to integrate with their RTB demand partners. Those could be ad exchanges, supply side partners, or direct links they might have with DSPs or programmatic networks. Critically, header bidding integrations allow a publisher to request a bid from each and every partner simultaneously and before they decide TRACKING BILLABLE IMPRESSIONS AND 3RD PARTY DISCREPANCIES Discrepancies are typically around 10%, but can often exceed this, especially if there is a technical problem with the ad. In virtually all cases however, publishers simply have to accept losses due to discrepancies as the cost of doing business. Third party ad SSP TO DSP COOKIE SYNCING EXPLAINED SSP to DSP Cookie Syncing Explained. May 1, 2011. The matching process of the SSP cookie ID to the DSP cookie ID happens through a parallel process to serving ads called cookie syncing. A cookie sync is necessary because as a standard security process, web servers of any kind can only request cookies that are set to their own domain.AD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW AD SERVING WORKSAD SERVING SYSTEMAD SERVING SYSTEMGOOGLE AD SERVINGTHIRD PARTY AD SERVING When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLESGOOGLE AD TAG VALIDATORWHAT ARE TAGS ON A WEBSITEWHAT ARE ADVERTISING TAGSWHAT ARE TAGS IN YOUTUBEADD TAGS TO JPGADD TAGS TO PDF DOCUMENT Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
CPM, CPC, AND CPA PRICING FOR ONLINE MEDIA SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. ADVANCED CHARLES PROXY TUTORIAL FOR AD OPS Repeat Advanced. This is a great one for header bidding QA, and catching mobile app store redirects. Let’s say you wanted needed a sample of responses from the same partner 10, 20, 100 times to catch a bothersome issue that only happened occasionally. CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. TRACKING BILLABLE IMPRESSIONS AND 3RD PARTY DISCREPANCIESSEE MORE ONADOPSINSIDER.COM
AD OPS INSIDER
What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
PACING REPORTS AND AT RISK MANAGEMENT FOR AD OPS The At Risk Management Report is the most critical day-to-day report for most sophisticated publisher-facing delivery management groups. The primary job of this report is to create a ‘delivery dashboard’ of sorts to catch all campaigns that are not delivering to their expected quota, allowing Ad Ops to flag issues early, and optimize as HOW AD SERVING WORKSAD SERVING SYSTEMAD SERVING SYSTEMGOOGLE AD SERVINGTHIRD PARTY AD SERVING When a browser navigates to a publisher website (1), the publisher’s web server sends back a bunch of HTML code (2) that tells the browser where to get the content (3) and how to format it. Part of the HTML code returned to the browser (4) will include a coded link known as anad tag.
HOW TO READ AD TAGS AND UNDERSTAND AD TAG VARIABLESGOOGLE AD TAG VALIDATORWHAT ARE TAGS ON A WEBSITEWHAT ARE ADVERTISING TAGSWHAT ARE TAGS IN YOUTUBEADD TAGS TO JPGADD TAGS TO PDF DOCUMENT Ad tags are the HTML code a browser uses to fetch an advertisement from an Ad Server - it is a redirect to content rather than content itself. This article explains how ad tags work and how to understandthe ad tag code.
CPM, CPC, AND CPA PRICING FOR ONLINE MEDIA SERVER SIDE HEADER BIDDING EXPLAINED Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating with each other. ADVANCED CHARLES PROXY TUTORIAL FOR AD OPS Repeat Advanced. This is a great one for header bidding QA, and catching mobile app store redirects. Let’s say you wanted needed a sample of responses from the same partner 10, 20, 100 times to catch a bothersome issue that only happened occasionally. CHARLES PROXY ON CELLULAR NETWORKS Note: Special thanks is due to Scott Eichengrun for this article, specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. THE DISPLAY LUMASCAPE EXPLAINED The Display LUMAScape Explained. June 14, 2015. Ah, the LUMAscape, who in the digital marketing world doesn’t know it as an old friend at this point? First debuted in 2010 by the ad tech banker Terry Kawaja, the LUMAscape has been through many iterations at this point, adding companies, changing categories and noting acquisitions over the years. TRACKING BILLABLE IMPRESSIONS AND 3RD PARTY DISCREPANCIESSEE MORE ONADOPSINSIDER.COM
CPM, CPC, AND CPA PRICING FOR ONLINE MEDIA There are three main ways of pricing online media – CPC, CPM, and CPA. The difference between the three is what deliverable the Publisher and Marketer agree to bill on. As you’ll see below, the pricing structure often reflects who has the bargaining power, as wellas
GUIDE TO HEADER BIDDING WRAPPERS Easier to Add / Remove – For all the reasons above, a header bidding wrapper makes it far easier to add or remove a header bidding partner for ad operations. The wrapper protects you and your users from crappy technology, and your ops team from painful setup work. In other words, wrappers make header bidding scalable across many partners. CHARLES PROXY TUTORIAL FOR AD OPERATIONS Charles Proxy Tutorial for Ad Operations. Charles Proxy is a popular application for web developers generally, also used in the Ad Operations field. Ad Ops staff use Charles to debug digital ads and ad technology like header bidding setups, ad server configurations, and so forth. What makes Charles Proxy useful is that it records the HTTPMOBILE ARCHIVES
Step 2: Catch a redirect to the app store by navigating through your app. This is the hard part. Mobile app store auto redirect ads are typically frequency capped, targeted in obscure ways to avoid detection, and are difficult to replicate. If you’re having trouble, see the Advanced section at the bottom of this article for ways tospeed up
STATE OF ADS.TXT ADOPTION Adoption is happening across all sizes and geos. The good news is that while adoption remains thin, it is accelerating quickly. My figure of 12.8% is a solid improvement from GetIntent’s figure of 1.2% posted about a month after the IAB released the ads.txt spec. While I couldn’t use the same methodology as them, I expect their top 1K domains would all be in the Alexa 10K list.AD OPS INSIDER
Ad Ops Insider is the leading ad operations blog and explains the technical side of how online advertising works. TRACKING BILLABLE IMPRESSIONS AND 3RD PARTY DISCREPANCIES Discrepancies are typically around 10%, but can often exceed this, especially if there is a technical problem with the ad. In virtually all cases however, publishers simply have to accept losses due to discrepancies as the cost of doing business. Third party ad SETUP AN ADS.TXT WEB CRAWLER What the ads.txt web crawler does. The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file,formatting it
HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADS Step 4: Find the Referrer. Double-click the ‘Response Header’ result in Charles and bring up the full details of the request using the Contents tab. Now you can find the Referrer, which is the ad tech company responsible for serving this ad. As a final QA step, render the link to the iTunes store by pulling the Location value from the LOOKALIKE MODELING YOUR AD OPS TEAM CAN BUILD WITH A DMP Lookalike Modeling Your Ad Ops Team Can Build With a DMP. September 9, 2013. Digital Publishers and Advertisers that have access to a Data Management Platform (DMP) can bootstrap their own data modeling, or lookalike model capabilities with some simple index-based approaches. That is to say, if you can understand both the total population ofMENU
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STATE OF ADS.TXT ADOPTIONSeptember 16, 2017
WHAT IS ADS.TXT?
Ads.txt is an IAB Tech Lab project that was created to fight inventory fraud in the digital advertising industry. The idea is simple; publishers put a file on their server that says exactly which companies they sell their inventory through. The file lists partners by name, but also includes the publisher’s account ID. This is the same ID buyers see in a bid request, which they can use as a key for campaign targeting. Buyers use a web crawler to download all the ads.txt files and the information contained within on a regular basis and use it to target their campaigns. This means buyers know that if they bid on request that comes from an authorized ID, it’s coming from a source the publisher trusts or has control over. Buyers seem to be taking the idea seriously, too. Just a week ago Digitas published an openletter on Digiday
saying they won’t buy from any publisher without an ads.txt file. Ads.txt isn’t a silver bullet for all inventory quality woes, but it is a dead simple solution. You’d be stupid not to lock the door to your house, even if it’s not a guarantee of safety, right? The important bit is that for the first time publishers have a tool against inventory fraud instead of relying on the programmatic techalone.
ARE YOU A DEVELOPER OR PATIENT PERSON? THEN TRY THE ADS.TXT CRAWLERYOURSELF
As part of the program’s release, Neal Richter , a long time ad technology veteran and one of the authors of the ads.txt spec wrote a simple webcrawler
in
Python. The script takes a list of domains and parses the expected ads.txt format into a database, along with some other error handlingbits.
Developers will probably find it a piece of cake to use and non-developers will struggle a bit, like I did. That said, I got it running after pushing through some initial frustration and researching how to get a small database running on my computer. I wrote adetailed tutorial
/
overview of how to get it working for anyone interested in a separatepost.
12.8% OF PUBLISHERS HAVE AN ADS.TXT FILE JavaScript chart by amCharts 3.21.15Does Not Have Ads.txt: 87.20%Has Ads.txt: 12.80%JS chart by amCharts At least, among the Alexa 10K global domains that sell advertising. To get this stat, I took the Alexa top 10,000 domains, removed everything owned by Google, Amazon, and Facebook – which don’t sell their inventory through 3rd parties and therefore don’t need an ads.txt file – and removed the obvious pornography sites. After filtering, I had 9,572 domains to crawl. I sent all those through Neal’s crawler and found 1,930 domains selling ads, and 248 with an ads.txt file. 248 / 1,930 = 12.8%, voila!UPDATE: NOV 1, 2017
In the less than 6 weeks or so since I published my first analysis, ads.txt adoption has continued to mushroom and now stands at 44%. I’m astonished to see the adoption rate triple over such a short time frame and I have to imagine this sets a record for publisher embrace of any IAB standard. So what’s driving it? My own opinion is the primary driver is Google’s Doubleclick Bid Manager’s announcement that they’d stop buying unauthorized supply paths at the end of October, which had led to a big grassroots push among the major exchanges with their publisher clients. JavaScript chart by amCharts 3.21.15Ads.txt Adoption Among Ad Supported Domains in Alexa Top 10K9/11/20179/18/20179/25/201710/2/201710/9/201710/16/201710/23/201710/30/201705010013%16%20%24%28%34%40%44%JSchart by amCharts
JavaScript chart by amCharts 3.21.15Adoption Rate(more…)
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Posted in Ad Exchangesand tagged
ads.txt , iab tech lab on September 16, 2017by Ben
Kneen . 12 Comments
SETUP AN ADS.TXT WEB CRAWLERSeptember 16, 2017
This post is a step by step walkthrough of how to start using Neal Richter’s ads.txt web crawler Python script posted under the official IAB Tech Lab’s git repository. You might know him as the former CTO of Rubicon Project or current CTO of Rakuten, but he also served as a key contributor to the ads.txt working group. Getting this script working ended up being a great way to learn more about Python and web scraping, but was primarily so I could compile the data necessary to analyze publisher adoption of ads.txt since the project was released in June of this year. For more on ads.txt or to read my analysis and download my data on the state of publisher adoption head on over to my State of Ads.txtpost.
WHAT THE ADS.TXT WEB CRAWLER DOES The script takes two inputs – first, a txt file of domains and second, a database to write the parsed output. Once you specify a list of domains, the script then appends ‘/ads.txt’ to each and writes them to a temporary CSV file. The script then loops through each record in the CSV file, formatting it into a request which then leverages Python’s request library to execute the call. Next, the script does some basic error handling. It will timeout a request if the host doesn’t respond in a few seconds, will log an error if the page doesn’t look like an ads.txt file (such as a 404 page), if the browser starts getting redirected like crazy, or other unexpected things happen. If the page looks like an ads.txt file, the script then parses the file for the expected values – domain, exchange, account ID, type, tag ID, and comment – and logs those to the specified database. WHAT THE ADS.TXT WEB CRAWLER DOESN’T DO Neal is pretty clear that this script is intended more as an example than a full fledged crawler. The script runs pretty slow for one because it can only process one domain at a time, rather than a bunch in parallel. It also uses a laptop to do the work vs. a production server which would add more bandwidth and speed. It leaves something to be desired on error handling, both on crawling domains and writing the output to the database. I was closer to chucking my laptop out the window than I’d care to admit trying to get around UnicodeErrors, newline characters, null bytes, or other annoying and technically detailed nuances that made the script puke on my domain files. And finally, the database is also just sitting on your laptop so it won’t scale forever, even if CSV files are typically small, even with tens of thousands of records. All that said, I’m not a developer by trade and I was able to figure it out, even if it was a bit painful at times. Hopefully this post will help others do the same. HOW TO GET YOUR ADS.TXT WEB CRAWLER RUNNING First things first – before you try to run this script need to have a few things already in place on your machine. If you don’t have these pieces yet it’ll be a bit of a chore, but it’s a great excuse to get it done if you want to do more technical projects in thefuture. (more…)
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on September 16, 2017 by Ben Kneen . 13 Comments SERVER SIDE HEADER BIDDING EXPLAINEDJanuary 25, 2017
WHAT IS SERVER SIDE HEADER BIDDING? Server side header bidding promises to improve latency, scalability, and auction logic issues seen in traditional header bidding by moving communication with exchanges away from the browser and into servers. The process is essentially the same way SSPs and DSPs integrated for years, except this time the SSPs are integrating witheach other.
You can see the difference in process in the diagrams below.(more…)
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Posted in Header Biddingand tagged
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January 25, 2017
by Ben Kneen . 24 Comments HOW TO CATCH & KILL MOBILE APP STORE REDIRECT ADSJanuary 3, 2017
We’ve all seen them; you’re casually browsing your favorite app or playing a game on your phone and suddenly you’re being redirected to the app store to download Candy Crush. What gives? It’s another obnoxious mobile app store redirect ad that’s automatically sending you to the app store without a click. These are the pop up ads of the mobile age and virtually everyone hates them, including the chain of mobile publishers, exchanges, and other ad tech that unwittingly served them in the first place. But they can be quite difficult to find; because no one wants to serve them they are purposefully targeted and served in a way that makes them difficult to replicate. TechCrunch wrote a good overview of the complexity of this problem in 2015, and also linked to Sergei Frankoff’s detailed technical description on the Sentrant blog of how frame-busting JS combined with 302 redirects was able to automatically open the app store. Below is a step-by-step guide designed for ad operations teams to demonstrate how to use Charles Proxy to identify and eliminate a mobile app store redirect ad, though it unfortunately won’t act as a detection system or a blocker of any kind. Thankfully most exchanges have found ways to ban frame busting code like the one mentioned in the TechCrunch article at this point. STEP 1: START RECORDING YOUR WEB TRAFFIC WITH CHARLES PROXY Charles Proxy is a program that will sit between your browser and the internet and record all the different interactions when loading a web page, even those you can’t see in the source code. The benefit of using Charles is it doesn’t matter how fast the page redirects or how many parties are involved in the process. Charles will record everything and let you meticulously search through all the interactions at your own convenience. It has a free trial version, but if you work in ad operations you should just buy a license. The tool is essential for all sort of debugging needs, and a license isjust $50.
STEP 2: CATCH A REDIRECT TO THE APP STORE BY NAVIGATING THROUGH YOURAPP
This is the hard part. Mobile app store auto redirect ads are typically frequency capped, targeted in obscure ways to avoid detection, and are difficult to replicate. If you’re having trouble, see the Advanced section at the bottom of this article for ways to speed up the process. Make sure you leave Charles Proxy recording your traffic, since you’ll search through the results to find the root source of the mobile app store ad. I’m not trying to pick on Candy Crush here in particular either, they’re just a popular example these ads point toward. (more…)Tweet
Posted in Ad Ops Toolsand tagged
charles proxy ,
mobile on January 3, 2017 by Ben Kneen . 1 Comment CHARLES PROXY ON CELLULAR NETWORKSDecember 13, 2016
NOTE: Special thanks is due to Scott Eichengrunfor this article,
specifically showing me how to get the two phone rig going. This article is a tutorial on how to configure Charles Proxy to inspect traffic over cellular networks, and while it’s designed with ad operations use cases in mind, it’s applicable to any front end web developer with similar needs. There are many articles out there on how to use Charles Proxy through your phone – I’ve writtentwo
myself,
in fact. All those articles assume you’re leveraging a Wifi network when connecting to the internet, however and while that’s fine for basic testing on mobile web and mobile apps, there are often reasons why you want to inspect traffic over a true cellular network instead. Perhaps you need to debug an ad that relies on carrier targeting, or you want to measure data usage or network latency through a true cellular connection. These are more advanced use cases to be sure, but when you can’t get by with using your phone with Charles over Wifi, or a mobile emulator in Developer Tools. Plus, Charles Proxy offers a host of powerful features like breakpoints, which you can use to test an experience in stages, or rewrite rules to reference a local file before you update your server, or blacklisting, which can be helpful to isolate the root of various technical problems.THE HARDWARE SETUP
Before you start, you’ll need: * A laptop running Charles Proxy . I’m using a Mac in this case, but you could do this with a PC aswell.
* Two phones, at least one which can be enabled as a mobile hotspot. I’m using two iPhone 7 in this case, but you could do this with Android devices as well. Yes, unfortunately you’ll need two phones to setup this rig – the first is used as a mobile hotspot, the second to actually browse the web / app you need to test. The reason you can’t simply run the connection over a single phone is because you have to manually set the IP address and port of your network connection for Charles to inspect your traffic, and you can’t do that on your phone’s cellular connection. Creating a mobile hotspot however gives you the ability the adjust those settings on the device connecting through it. So you’re using one phone for its mobile network and the other phone as the client that proxies requests through Charles.(more…)
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Posted in Ad Ops Toolsand tagged
charles proxy ,
mobile on December 13, 2016 by Ben Kneen . 5 CommentsPOST NAVIGATION
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