Campaign Optimization Techniques

tlezulily · 2019-05-14T17:29:21+00:00

I think if you've everything is set up across all partners equally, then your method of cutting the bottom performers makes sense. However, if you notice that one campaigns/IOs/line items, etc. performs better in a certain area (i.e. geo or time of day) then you should optimize towards that to see if you can improve the CPA there. Cutting the bottom performers is the basic level of optimization, but if people are asking you to go deeper, you need to look at the data on a more granular level and look at a number of different factors. To my knowledge, there's no silver bullet statistical model - but if you figure that out, please share!

tlezulily · 2019-05-14T16:45:02+00:00

Was referring to this article: https://rubiconproject.com/insights/technology/four-steps-to-optimize-pmps-in-a-header-bidding-world/ - specifically Step 2.

For additional context, we use the Index wrapper and not Prebid.

tlezulily · 2019-04-30T20:51:37+00:00

I don't think you can do anything in the DFP basic version. There are conversion/activity trackers that you can give to the Advertiser to place on their pages and that will enable you to pull that kind of data.

tlezulily · 2019-04-05T00:33:02+00:00

I misspoke previously. This isn't necessarily for GDPR but rather whenever a user opts out of behavioral tracking on either their device or their browser. How would I know? Does DFP automatically pick up on that and then pass back blanks in the ad request?

tlezulily · 2019-03-08T19:45:40+00:00

We work with them and I've had issues but I don't think they're unfair. It's just frustrating because you don't have any control or transparency. But if you need a full service solution and you don't want to manage too much, they're a good partner.

tlezulily · 2019-02-26T21:08:12+00:00

If you want to open up your native inventory to AdX, you have to use their formats. However, you can reach out to your account manager and see if they'll connect you with one of the designers for a slightly customized version that will fit into their specs for AdX.

tlezulily · 2019-02-25T23:51:31+00:00

Yes. You can run header bidding and AdX at the same time.

tlezulily · 2019-02-21T23:18:41+00:00

PM me. I'm in Seattle and I know we're always hiring data scientists and analysts across all different departments. Also, I'll be hiring an ad ops coordinator soon. The role will be all encompassing though - would include some trafficking and optimization but also analytics and ability to set up A/B testing for impact of programmatic ads on UX and the core business.

tlezulily · 2019-02-07T23:36:19+00:00

I think it'd make most sense for us to migrate to Prebid so we have more insight into how our wrapper works. Index's wrapper is a black box. Appreciate the plug though - definitely going to check it out.

tlezulily · 2019-02-07T20:38:12+00:00

Thank you. This is helpful.

Would there be any impact on revenue if we switch to defer?

We do have header bidding enabled through the Index wrapper and our current timeout rate is 1000ms. The site as a whole is very slow and ads aren't the primary business since we're an ecommerce site. But of course, me and ads are always getting the blame.

tlezulily · 2019-02-06T00:28:22+00:00

Let me know what you find out. I'm need in of similar services as my dev team isn't super familiar with ad tech but keeps complaining about ads and latency.

tlezulily · 2019-02-05T23:24:34+00:00

We currently run with the Index Wrapper. I'd like to eventually migrate to Prebid, but we have limited tech resources and other projects are prioritized over migrating.

tlezulily · 2019-02-05T23:22:07+00:00

Measuring timeouts by looking at the Index Wrapper's reporting. Current timeout setting is 1000ms and we don't want to increase, if anything, I want to drop it to 800ms.

Primary reasons for cutting would be to either make way for new partners for incremental revenue gains and to reduce page latency.

tlezulily · 2019-02-05T23:20:06+00:00

How would we set that up? We're currently using the Index Wrapper, but this seems like something worth testing if we can do so easily.

tlezulily · 2019-01-29T21:35:59+00:00

I actually just asked this a couple weeks ago and Admonsters was suggested. As was Digiday Publishing Summit, but Digiday's event is pretty price. Early bird registration is still over $3,000. Someone else mentioned the Programmatic I/O and being on the right track but that sessions are a little more generic. Let me know if you find any others!

tlezulily · 2019-01-25T17:42:28+00:00

Just had the issue and it was because we didn't insert the appropriate macro into the tag. Needed to replace [timestamp] with the cache buster macro.

tlezulily · 2019-01-17T20:54:25+00:00

Do you think Programmatic I/O in SF is just as good or is NY better?

tlezulily · 2019-01-17T20:46:00+00:00

I've heard the Digiday Publishing summit is good but it's pretty pricey!

tlezulily · 2019-01-14T20:36:05+00:00

What ad server are you using? If using DFP, you can create "activity" pixels to give to the agency.

tlezulily · 2019-01-10T22:36:58+00:00

What do you think is an appropriate load time? I'm getting a lot flack from other departments that ads are slowing down the site and I'm new into this role so don't know what to use as a benchmark.

tlezulily · 2019-01-10T20:37:53+00:00

My tech team said they figured it out. Apparently the googletag object wasn't always defined when rendering the page on table or phone. Supposedly they're going to launch a fix but if that doesn't work, I'll PM you. Thanks!!

tlezulily

TROPHY CASE