One of the many great features of Adslot Publisher would have to be trafficking. Not only can you traffic, but you can also control pacing of the campaign and set buffers in place to ensure it delivers on time and on budget.
Let's run through some of the options available to you.
To gain access to trafficking information simply navigate to the 'Ad Server' section within your campaign. As highlighted in the image above there are 3 sections to take note of when reviewing the information at hand:
- Placements - this section will provide you with high level details such as site, placement name and status information
- Manage pacing - here you can manage what buffer you'd like to put in place and adjust pacing settings
- Adserver details - this section contains the majority of the information and can allow you to troubleshoot if something goes wrong with the trafficking. By clicking on the details icon the below pop-up box will appear allowing you to easily monitor the pacing at the placement level and make adjustments where needed. When an edit is made to the pacing you must always re-traffic the changes.
Let's explore manage pacing numbers in further detail.
Pace to buyer's data: This capability is only available for campaigns billed on buyer’s data and only when the advertiser has enabled Google Campaign Manager integration. To be eligible for dynamic pacing, a line item must meet the following criteria:
- Minimum data rule: have 5 or more days worth of delivery data from both ad servers.
- Data recency rule: have some data from the buyer’s ad server in the previous 72 hours.
If these criteria are met then you can set a maximum % threshold under ‘Do not exceed’ to nominate a ceiling for the ad server buffer.
Here's a quick summary of how these calculations are made for you. Once every 24 hours Adslot will analyse campaign performance and calculate the buffer required to deliver in full, according to buyer’s numbers.
The calculation is based on the following factors:
- Line item goal
- Total impressions delivered to date, according to both publisher’s and buyer’s ad server.
- Discrepancy trend-line (regression to ascertain if discrepancies are increasing or decreasing).
- Publisher’s ad server delivery forecasting and avails.
- Calculation output is a % buffer to be added to the publisher’s ad server goal.
- Calculated amount is specific to a line item (eg. 12.5% for MRec and 18.5% for leaderboard).
If the recommended buffer for that particular day is within the ceiling defined by the publisher, a trafficking event is triggered by Adslot, updating the new goal into the ad server. Pacing and delivery metrics will adjust accordingly - aligned to the new goal - feeding into next day’s calculation. In the event of discrepancies being reduced, the buffer will be also reduced proportionally.
- Adserver buffer: Here you can manually set a buffer in your adserver by allocating a percentage value. The graph will automatically project an estimate volume for you. This will allow you to ensure that the placement will deliver and therefore mitigating your risk at losing budget.
- By hovering over the status, order, advertiser or line item columns you can click the cell and another pop-up screen will appear. Here you can analysis the data being sent across to the adserver and check the logs for any issues.
The other components to play around with are the filters. These Group and Filter options are great for sorting through all the placements by status.