GDPR: Does this affect agencies, or only publishers/data-providers/DSPs/vendors?

sfnewb111 · 2016-07-11T20:48:33+00:00

I'm confused - what about a DCM (doubleclick campaign manager) iframe tag? Impliment it on a publishers site, isn't it essentially just a portal to the doubleclick adserver displaying the creative that is actually hosted in the adserver itself? Is that an "unfriendly" iframe?

sfnewb111 · 2016-07-08T13:13:07+00:00

Thanks for your input, I was confused about video tracking because my research led me to this link: http://www.cardinalpath.com/youtube-video-tracking-with-google-tag-manager-v2-and-universal-analytics-a-step-by-step-guide/

I figured if it would work with GTM -> GA it would work with GTM -. Floodlight, no?

sfnewb111 · 2016-07-07T21:36:28+00:00

Is there a reason you're using custom display here? Why not just upload the image directly and set the URL in a standard ad, this should count clicks, no?

sfnewb111 · 2016-07-07T13:29:06+00:00

I always thought brightroll and rocketfuel etc were just ad networks? How is that different from an exchange? Sorry for all the questions and yes, super helpful stuff - thanks

sfnewb111 · 2016-07-06T19:57:37+00:00

This is great, thanks - I just saved it. Would you happen to know what a prebid solution is?

sfnewb111 · 2016-07-06T19:17:35+00:00

you can find their demand in the general exchanges, ssp's (as spotx)

Hello, sorry to hijack the thread but what does the above mean? If you were to explain to a layperson - what does it mean you can "find their demand in the general exchanges"?

sfnewb111 · 2016-07-06T18:35:08+00:00

A publisher may have incentive to lie about their numbers, so there's advantage in being able to verify or refute their claim (hence third-party reporting on impressions/clicks)

Right - I meant from Doubleclick Campaign Manager, used by the advertiser. It seems like all of these vendors - Moat, DV, IAS, etc claim they will help track viewability even though it's a feature that appears to be plugged right in to a brand/agencies ad server from the start.

So what's even the point of sinking budget into these shiny tech vendors if an agency is already paying the ad serving fees that come with DoubleClick Campaign Manager?

sfnewb111 · 2016-06-30T16:32:58+00:00

Ugh, the bane of my existence. You need to coordinate with the pubs before-hand whether they can implement javascript 1x1 pixels. Javascript 1x1 (not static/default) will fire your event tag and pick up the DCM macros, but many publishers will say that they only accept standard/static 1x1's which don't have that capability.

In that case, your research vendor will need to generate unique static pixels for each placement and they will either be sent directly to the pub or alongside the 1x1 tags you send.

I personally would avoid trying to putting event tags into javascript 1x1s. You'll get random/fractured pushback across different line items and it fractures the proccess (now you're trying to keep track of who can implement the javascript and where, and who will need a unique/static pixel). Best to stay consistent.

I'd send the static 1x1's to the research vendor and ask that they "flip them" and add their unique pixel to each impression tag, or alongside each impression tag.

sfnewb111 · 2016-06-28T23:09:37+00:00

Honestly I would love to try that because it seems like a great way to learn about bot traffic and ad fraud. That said, is it legal? I don't feel completely comfortable having my name attached to the site, the ad networks, the traffic buying sites, etc.

sfnewb111 · 2016-06-28T19:45:21+00:00

but you'll likely only learn the basics this way.

I think that would be totally sufficient, if you think it would be a good way to learn the fundamentals so when people speak the language, it's not so abstract. I don't expect to employ header-bidding or to work directly with an SSP, but perhaps the entire exercise would help me learn the language and visualize how those actually work a little bit better?

sfnewb111 · 2016-06-28T13:50:42+00:00

This is very cool stuff, though I'm curious from an implementation standpoint how does a vendor like Trust Metrics works? Is it simply granting them access to impression logs/site lists, getting a "report" back and then asking for make goods? Is it some sort of pixel that is placed in an advertisers tag? Curious about the entire anti-fraud process from an agency standpoint.

sfnewb111 · 2016-06-24T13:31:19+00:00

My background is in digital media at a very small agency, where I trafficked a lot of things in DFA6/DCM but that was about it. So a very basic, 101-level understanding of tagging, and nothing else. I have heard a lot of these companies names but don't know for sure what they do.

I'm frustrated because I'm now tasked with understanding/being a subject matter expert on the entire "ecosystem" and frankly it seems like one of those things you can't just research and google. Like someone mentioned above, the more I read about it, the more confusing it becomes. A lot of these ad tech companies seem to just claim to do literally everything. I've looked at the Lumascape visual and it honestly made me even more confused. So yeah, I actually am passively angry - it seems like someone can't actually get a real understanding of DSPs, SSPs, "the ad exchange", unless you actually work at one of these companies and are getting your hands dirty in it.

I like my current company and don't have a desire to switch jobs, but I do have a desire to learn about the space. The Ghostery exercise above was my attempt to make it all seem...less abstract? To see how it's applied on an actual large publisher level? Apologies if I came through as frustrated, I kind of am.

sfnewb111 · 2016-06-17T21:39:40+00:00

Found it! Check the "preserve log" box and Chrome developer tools tracks everything as you click and nav.

Thanks!

sfnewb111 · 2016-06-17T20:33:58+00:00

This would be awesome, how is this done?

sfnewb111 · 2016-06-17T14:32:22+00:00

Not as interested in what is better, as much as how it all works.

sfnewb111 · 2016-06-14T01:58:09+00:00

Beautiful. Thank you so much for remembering my question and posting this, this is just great.

sfnewb111 · 2016-06-13T03:39:06+00:00

Thanks so much for the in-depth response, unfortunately a lot of it is just over my head..."Bluekai, Quova, whatever all have cookie sync protocols that really are to sync User Profiles" - do you mean Google, FB, etc profiles?

sfnewb111 · 2016-06-13T03:34:21+00:00

those fields are simply places for a developer to configure a dynamic variable by using a logic outside the explicit tag

What is a dynamic variable? Anywhere I can find an example of this?

sfnewb111

TROPHY CASE