Other Negative Consequences Include: Loss of Campaign Performance Data; Delays in Launch of New Campaigns; Delays in Use of a New Marketing Technology.

NEW YORK, NY –  TagMan, the marketing tag management system that solves the problems associated with site tagging and tracking of online marketing campaigns through a single universal tag, today released the results of a survey of client and agency advertising executives around the globe that shows that almost all (99%) faced problems with ad pixel/tag implementation and management that are costing websites traffic and sales. Nearly 9 in ten (86%) of respondents have had tags implemented incorrectly on the sites they manage and three quarters (75%) had seen delays in the implementation of tags due to website development cycles. The implications of tag management issues among respondents included loss of campaign performance data (65%), delays in launch of a new campaign (63%), delays in use of a new marketing technology (58%), loss of website traffic (31%), loss of website sales (28%). Only 1% said they never faced tag management issues.

Almost a quarter (23%) of client and agency respondents spend more than $10 million per year on marketing technologies and services that rely on site tags but over a quarter did not know how much they spent on IT resource to implement tags.

“Unless you are in the IT department, there is a tendency to gloss over the problems of ad tag implementation and management, taking for granted that somehow ad tags are easily added or taken away without cost or consequence, but as our study shows, there are huge costs and potentially significant loss of revenue from poorly managed ad tags,” says Paul Cook, CEO of TagMan.

Nearly a third (30%) of respondents said it took a week to implement a new tag on the websites they managed. Nearly a quarter (24%) said the person responsible for tag implementation spent 1 to 2 days per month on the task. In more than half of cases (52%), tagging sits outside the control of marketers.
Other findings:

- More than a third (37%) of client advertiser and agency respondents have implemented more than 20 tags on the websites they manage in the last year.
- Almost half (46%) of client and agency respondents said internal IT at the client advertiser was most responsible for the implementation of tags
- Universal tags reduce tag implementation times to a month for those that ordinarily take 1-3 months and to 1-3 months for those previously taking 3-6 months. Direct IT costs for tag implementation are more than halved where universal tags are used.
The survey was completed by more than 100 online advertising executives in a variety of roles, businesses and territories during July 2010.

For the full report, contact www.TagMan.com and ask for full report

TagMan (www.TagMan.com) is the single-tag Tag Management System solution to the problems of online campaign tracking and slow pages loads due to excess tags. By acting as a single, universal tag management system and interface through which tracking tags and pixels can be deployed to a retailer, e commerce or advertiser’s web site, online marketers can save time and money in the way they track campaigns and see how all online channels are working together. Clients include Virgin Atlantic, Subaru, Boden, Laura Ashley, Ted Baker and Air New Zealand. TagMan was founded in November 2007 and has offices in New York and London.

NEW YORK – Solbright, delivering solutions that drive the business of digital advertising, announced that it was recognized as a finalist in the newly created “Best Ad Technology Platform” category at the Association of Online Publishers (AOP) Digital Publishing Awards 2010. The ninth annual awards, which were presented at a gala industry event in London on June 10, 2010, celebrated excellence in digital publishing. The “Ad Technology Platform” category in which Solbright was nominated was added this year to recognize the crucial role played by ad technology providers in driving digital publishers’ revenue.

“The AOP Awards are designed to recognize, showcase and reward those businesses that have made a difference to our industry,” said Tim Faircliff, AOP Chairman and General Manager, Consumer Media, Thomson Reuters. “Even more than usual we need to acknowledge publisher brands and individuals that continue to innovate in terms of services and products that provide effective results.”

The Solbright Solution is a powerful revenue operations and workflow platform that premium digital publishers trust to maximize revenue and achieve better ROI. The solution simplifies complex processes across the entire ad operations spectrum, including ad sales, billing, trafficking, inventory and reporting, ultimately enabling publishers to gain complete control of their online ad businesses.

“Being recognized at this year’s AOP Awards is a tremendous honor and underscores just how crucial a role the Solbright Solution plays in driving revenue for premium publishers,” said Thomas Pace, CEO, Solbright. “We are pleased to have participated in the AOP event and we will continue to provide functionality that meets and exceeds the demands of publishers seeking to control their increasingly complex digital ad businesses.”

To learn more about the Solbright Solution, visit the company’s new website at www.solbright.com.

About AOP

The UK Association of Online Publishers (AOP) is the industry body representing online publishing companies that create original, branded, quality content. AOP champions the interests of companies from newspaper and magazine publishing, TV and radio broadcasting, and pure online media. The AOP raises awareness, and addresses concerns relating to all areas of online publishing to industry and Government; covering topics such as paid-for-content, online subscription models, data protection, copyright, content management, new technologies and audience measurement. AOP publishes original research including the annual Census now in its eighth year. It also hosts forums, conferences and events, where members can debate issues, meet peers and network.

About Solbright

Solbright delivers solutions that drive the business of digital advertising. The company provides the tools to help more than 3,000 leading websites manage the entire spectrum of their online advertising operations, from proposals and insertion orders to real-time inventory management, ad trafficking, billing and reporting. Solbright delivers a simplified – not simplistic – solution to their most daunting business challenges, enabling them to take control of their digital advertising revenue and build a proven, results-oriented plan for the future. More information is available at www.solbright.com.

NEW YORK – The Interactive Advertising Bureau (IAB) announced the launch of “IAB Professional Development On-Demand,” a comprehensive educational program for both seasoned advertising and marketing professionals and individuals seeking in-depth training on the fundamentals and latest tools, techniques and best practices in interactive advertising. The IAB also announced two recent additions to the On-Demand curriculum, developed in partnership with the University of San Francisco and the Internet Advertising Institute (IAI).

“There is a broad need for more and better training as digital media grows and changes practically every day,” said Randall Rothenberg, President and CEO, IAB. “The IAB Professional Development On-Demand program is designed to provide access to the best experts and guidance in the field of online media.”

Since the launch of its Professional Development Program in early 2009, the IAB has sought out the industry’s leading practitioners as instructors and partnered with several prominent training providers to supplement its own seminars.

The additions to “IAB Professional Development On-Demand Training” announced today include the following programs:

- University of San Francisco, Master Certificate in Internet Marketing provides advanced training and credentials that attest to interactive marketing expertise. Experts share practical applications and strategic best practices covering all facets of digital marketing, including website usability, blogs, Web 2.0, search engine optimization (SEO), web analytics, viral marketing, affiliate marketing, social media, and prepares individuals for certification.
The IAI has created a comprehensive curriculum covering the essentials of digital marketing as well as selling and buying online display, social media marketing, search engine marketing, video and mobile marketing. Engaging on-demand training is tailored for the seller, buyer, in-house (client-side) marketer and executive/business owner. Program content is developed and updated quarterly by an advisory council of active industry leaders.
“The partnership between the IAB and the Internet Advertising Institute is in response to a growing Internet advertising industry demand for comprehensive training and education,” said David J. Moore, Chairman of the IAB, IAI Co-Founder and 24/7 Real Media Chairman and Founder. “The IAB and the IAI are committed to offering the advertising sales community affordable and accessible training tools to help further careers and promote learning.”

“‘IAB Professional Development On-Demand’ allows media professionals and those looking to enter the digital media industry access to the IAB’s expert-led seminar series from the convenience of their desktop,” said Jonathan Busky, Director of Education, IAB. “Now people from across the country and even overseas can learn from the great instructors who lead our courses at the IAB.”

“IAB Professional Development On-Demand” coursework qualifies towards the 40 hours required to obtain the IAB Certificate in Digital Advertising, a new educational credential designed to demonstrate understanding of the fundamentals of online marketing and advertising.

For more information or to register for “IAB Professional Development on Demand” please visit: http://www.iab.net/professional_development

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

PALO ALTO, Calif. – (June 3, 2009) – PubMatic (www.pubmatic.com), a provider of ad revenue optimization technology for global online publishers, today released a new application to help publishers analyze and evaluate all ads served on their Web sites. PubMatic Ad Inspector identifies improper, faulty or malicious ads and their source, empowering ad operations professionals to make timely adjustments to protect their publishers’ brands.

PubMatic Ad Inspector (http://www.pubmatic.com/AdInspector/) provides publishers with deep forensic information on all ads served on their Web pages. It instantly identifies which ad network or exchange served a particular ad and any ad networks that defaulted in the process. PubMatic Ad Inspector is available to all PubMatic Premier customers ‐ global media publishers with more than $5 million in annual online revenue.

“Online ad sales is getting more complicated for ad operations professionals among large publishers. Tracking down where an ad comes from and stopping the inappropriate ones does not have to be a difficult task,” said PubMatic Co‐Founder & CEO, Rajeev Goel. “Ad Inspector alleviates the burden on ad operations by providing quick analysis on ads that may not be appropriate for the publisher.”

“Ad Inspector saves our team time by showing us exactly where any unwanted ads are coming from, which saves us money because now we don’t need to pull every ad network down until we find where the ad is coming from. We can resolve the issue quickly and precisely,” said Maggie Kinsky of Kiplinger.com.

Benefits of PubMatic Ad Inspector:

1. Instant analysis of ad‐tags with the click of a button
2. Rapid PubMatic response to accelerate time to resolution
3. One application for gathering information on all text, image and video ads on publishers’ pages

PubMatic Ad Inspector, available as a FireFox add‐on, is geared for ad operations professionals in large publishers who manage complex environments with numerous sites, multiple ad networks and multiple ad units. Information from ads on their sites can be captured in a snapshot through the Ad Inspector application.

About PubMatic:
PubMatic is an Ad Revenue Optimization service. PubMatic provides more than 5,500 web publishers real‐time ad optimization, which significantly increases revenue while simplifying ad network management. PubMatic works with hundreds of ad networks and has created thousands of new publisher/ad network relationships. PubMatic is venture backed by Draper Fisher Jurvetson, Nexus India Capital, and Helion Ventures. Find out more at http://www.pubmatic.com.

New York, NY – March 10, 2009 – AdMeld (www.admeld.com), the leader in ad network optimization for premium publishers, today announced the release of FireMeld, the first web browser extension built exclusively for ad operations professionals. FireMeld integrates seamlessly with AdMeld’s ad network optimization technology to give publishers a new level of transparency and control over their discretionary ad inventory. The announcement was made today at the AdMonsters Publisher Forum in New Orleans.

FireMeld helps publishers identify the source of every network ad on their sites, including those ads that may cause channel conflict, are slow to load, inappropriate, or blank. Before FireMeld, diagnosing these kinds of problems required publishers to search through web page source code, a manual and painstaking process. FireMeld solves this problem by overlaying critical information about each ad directly on the publisher’s site and enabling ad ops personnel to turn off the offending ad or send an alert to AdMeld’s support team to take the appropriate action.

Ross Cohen, VP of Business Development at WorldNow said, “FireMeld is an extremely useful tool. It not only saves our ad operations team a great deal of time investigating and solving potential problems like channel conflict and blank ads, but it also gives us greater, real-time insight into all the creative units running on our sites.”

“As a team of ad operations and publishing veterans ourselves, we built FireMeld to give premium publishers a more complete view of their discretionary inventory than they’ve ever had,” said Benjamin Barokas, AdMeld’s co-founder. “FireMeld is the first tool of its kind and the latest in AdMeld’s suite of ad network management and reporting features. The response from our partners has been overwhelmingly positive, and we look forward to continuing to deliver world-class products and services, like FireMeld, that help our partners get the most value possible from their discretionary ad inventory.”

About AdMeld
AdMeld (www.admeld.com) helps premium online publishers maximize their revenue from ad networks and minimize the risks and complexities of working with them.  AdMeld’s optimization technology generates the highest possible yield from each impression, and its suite of management and reporting tools deliver publishers a high level of transparency and control. Founded in 2007 by Benjamin Barokas and Brian Adams, AdMeld is led by Michael Barrett, an experienced leader of premier new media companies. Major investors include Spark Capital and The Foundry Group.

NEW YORK – The Interactive Advertising Bureau (IAB) announced the release of Click Measurement Guidelines, a document that will establish parameters for the accurate buying and selling of cost-per-click advertising, an important and growing category of interactive advertising. Marketers will now have a standard for consistently and reliably measuring their performance-based marketing efforts. The guidelines also provide a strong framework for filtering fraudulent clicks, giving buyers and sellers confidence that only legitimate clicks are being counted.

The Click Measurement Guidelines will:

* Provide a detailed definition of a “click” and outline standard methodologies by which clicks should be measured and counted, including the identification of invalid and/or fraudulent clicks.
* Define standard terms that will help streamline the buying and selling of click-based media.
* Increase transparency and consistency in click measurements for media companies, ad-serving organizations, advertisers, and third-party click auditors.

“These guidelines demonstrate our continued commitment to being the most accountable advertising medium and providing marketers with the highest possible level of transparency,” said Sherrill Mane, Senior Vice President, Industry Services of the IAB. “It is critical that the advertising industry agree upon the precise definition and measurement of a click and establish procedures for weeding out fraudulent clicks. The IAB is proud to have organized our members around this effort.”

The guidelines are the latest addition to the IAB’s ongoing work to harmonize interactive measurement. They complement IAB guidelines for general ad impressions, digital video commercials and audience reach measurement.

“I applaud the IAB for taking a leadership role in bringing the Click Measurement Guidelines to fruition,” said George Ivie, Executive Director and CEO, of the Media Rating Council (MRC). “The interactive industry has consistently met the marketplace need for increased reliability in measurement, and this is yet another example of how the IAB has mobilized its members on behalf of both agencies and marketers.”

“Helping the interactive industry define a click and the standard for measuring one has been an extraordinary effort on the part of the IAB and its members,” said Shuman Ghosemajumder, Business Product Manager for Trust & Safety, Google, and a leading member of the IAB’s Click Measurement Working Group. “It is an important step that continues to reinforce interactive media’s role as the most accountable and measurable form of advertising.”

“IAB’s guidelines will provide users, advertisers and partners with further confidence that the industry, including Yahoo!, is taking click fraud issues seriously,” said Reggie Davis, VP of Network Quality at Yahoo! “Yahoo! worked on the IAB’s Click Measurement Working Group to develop these guidelines for identifying and filtering potential invalid or fraudulent clicks as part of its commitment to a transparent process for the measurement of valid clicks.”

Members of the industry—advertising agencies, advertisers, online publishers and technology vendors—are encouraged to read the proposed guidelines and submit comments on the IAB site at: www.iab.net/clickmeasurementguidelines. After the comment period closes on Friday March 27, 2009, the feedback will be reviewed and the guidelines will be finalized and released.

About the IAB’s Click Measurement Working Group:

The Click Measurement Working Group includes representatives from 38 IAB member companies, including sellers, measurers, and auditors of online media. Initiated in late 2005, the working group, together with the Media Rating Council, has spent the last three years developing these important guidelines and achieving consensus around them.

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 400 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

They’re commonly created using the reserved key “ptile” in DoubleClick DFP (DART for Publishers), however, there are certain situations when you need to look for workarounds. For example, if you have already used a “tile” key, you cannot use a “ptile” in the same time.

Scenario: you use a “tile” key-value on a web page with multiple ad slots to prevent competing ads from displaying. Later, you find out that you will need to traffic companion ads on that page: several banners to rotate in a 468×60 ad slot, and each banner has a companion 120×90 button ad and a companion ad 160×600 skyscraper. You would normally traffic such an arrangement using “ptile”; however, you cannot use the “ptile” and “tile” key-values together on the same page.

Solution: each 468×60 banner must be booked as a separate Ad in DFP, as master ad. Each creative should be set as Rich Media type (even if the creative is a standard image) with the following example code:

<a href=”%c%u” target=”%t”>
<img src=”%h/advertiser_ID/creative_file_name.ext” border=”0″ width=”468″ height=”60″>
</a>
<script language=”JavaScript”>
adid=”%eaid!”;
</script>

where the following macros are (optionally) used:
%c = DART click-through tracking url.
%u = Is replaced with the click-through entered for the creative placement.
%h = DART host name.
%e = DART expand macro. Is replaced by the Ad ID of the ad within which this creative is booked.
%t = Replaced with the DART site’s click-through target window setting. Usually _top or _blank.

The JavaScript statement: adid=”%eaid!”; will pass the Ad ID of the 468×60 banner creative through to the 120×90 and 160×600 ad tags on the page to use as a targeting value in calling the companion partner ad. (You can give the adid variable a different name; however, it must be matched exactly in both the 120×90 and 160×600 ad tags.)

Each 120×90 and 160×600 creative must also be booked in separate ads. These creative are booked “As fast as possible” with a priority higher than default (eg, for standard ad type default is 8, set to 6). On the Content tab of each companion ad, you must target it to the key-value with the exact Ad ID from the companion 468×60 banner ad. If the companion banner ad has an Ad ID of 12345678, the key-value targeting for the companion ads would look like: comp=12345678.

The 468×60 DFP tag implemented on the web page will not be altered from your usual tag structure. But the 120×90 and 160×600 ad tags must be modified to have the comp key inserted, and the “adid” value called:
src=”http://ad.doubleclick.net/adj/site/zone;comp=’ + adid + ‘;sz=120×90;tile=2;ord=’ + rand + ‘?

Just as the rand value is dynamically populated with a random number, the adid value will be dynamically populated with the Ad ID 12345678 (or whatever Ad ID corresponds to the decision-making banner that was displayed in the 468×60 ad tag).

How to declare the adid variable: you must declare the adid JavaScript variable on the web page above/before the first ad tag (preferably in the <head> section of the webpage) to avoid receiving JavaScript error messages in instances where an ad is served to the page without the adid=”%eaid!” statement. Here’s an example:

<html>
<head>
…
<script language=”JavaScript”>
adid=”";
</script>
…
</head>
<body>
…

Important: it is recommended that this solution only be used with JavaScript ad tags. You should ensure that, in this example, the 468×60 banner tag is the first among the three ad tags to display on the page, otherwise the companion ads will not serve. Given this condition, it is recommended that you use the integrated DFP Roadblock feature that serves companion ads.

Mediaplex tags do not come with macros already inserted, so you will need to insert them yourself: use random numbers (%n) to bust caching and %c count clicks. The tags should arrive with detailed instructions as to where to insert these elements.

In DFP, you will need to traffic these tags as custom rich media creatives: once you have created the campaign, create a new ad and select “Standard” as product type, fill in the ad details, then assign to it a “custom” creative where you can enter the tags discussed below.

1) Standard/Banner tags

In general the tags will arrive in a format such as this for a simple Ad Creative ( Image GIF or JPG):

<a href=”http://altfarm.mediaplex.com/ad/ck/1234-12345-1234-1?mpt=[CACHEBUSTER]“>
<img src=”http://altfarm.mediaplex.com/ad/bn/1234-12345-1234-1?mpt=[CACHEBUSTER]” alt=”Click Here”></a>

This A HREF/IMG SRC combination maybe trafficked in the Rich Media field in DART or (more simply) as a Redirect Creative.

To traffic as a Redirect creative simply extract the 2 URLs from the code above, replace [CACHEBUSTER] with %n and insert the appropriate URLs into your redirect creative. The A HREF URL is the Click Through and the IMG SRC URL is the Image Redirect.

e.g. Redirect URLs for Sample Mediaplex Creative.

Click Through = http://altfarm.mediaplex.com/ad/ck/1234-12345-1234-1?mpt=%n
Image = http://altfarm.mediaplex.com/ad/bn/1234-12345-1234-1?mpt=%n

Alternatively, if you wish to traffic your ad in the Rich Media field you should take the entire Mediaplex code fragment, replacing %n where necessary. As the creative is being set in the Rich Media field it is necessary to indicate to DART where the clickthrough is to be counted by placing the %c…%3a%2f%2f macro on the A HREF URL.

e.g. Rich Media Code for Sample Mediaplex Creative.

<a href=”%chttp%3a%2f%2faltfarm.mediaplex.com/ad/ck/1234-12345-1234-1?mpt%n”>
<img src=”http://altfarm.mediaplex.com/ad/bn/1234-12345-1234-1?mpt=%n” alt=”Click Here”></a>

For Richmedia ads ( such as Flash banner,expandables, popups, layers …), tags will more often be sent as Iframe/Ilayer, Iframe/Javascript or Javascript only tags.

To ensure accurate tracking, you are required to implement a Cache Buster on your end. Please replace all occurrences of [CACHEBUSTER] in the ad tags below with our %n macro.

To track clicks using the iframe/ilayer/script tags provided, please insert our redirect string %c as the value following “mpvc=”.

Alternatively for the A HREF/IMG call in these tags, do the same modifications as described just above for trafficking the redirect tag in the Richmedia field.

2) IFRAME/ILAYER tags

Initial code:

<!– Begin of Mediaplex Iframe/Ilayer insertion order fragment –>
<nolayer>
<iframe src=”http://altfarm.mediaplex.com/ad/fm/0-0-0-0?mpt=[CACHEBUSTER]&mpvc=” width=728 height=90 marginwidth=0 marginheight=0 hspace=0 vspace=0 frameborder=0 scrolling=no bordercolor=”#000000″>
<a href=”http://altfarm.mediaplex.com/ad/ck/0-0-0-0?mpt=[CACHEBUSTER]“>
<img src=”http://altfarm.mediaplex.com/ad/bn/0-0-0-0?mpt=[CACHEBUSTER]” alt=”Click Here” border=”0″></a>
</iframe>
</nolayer>
<ilayer src=”http://altfarm.mediaplex.com/ad/fm/0-0-0-0?mpt=[CACHEBUSTER]&mpvc=” width=728 height=90></ilayer>
<!– End of Mediaplex Iframe/Ilayer fragment –>

Modified code:

<!– Begin of Mediaplex Iframe/Ilayer insertion order fragment –>
<nolayer>
<iframe src=”http://altfarm.mediaplex.com/ad/fm/0-0-0-0?mpt=%n&mpvc=%c” width=728 height=90 marginwidth=0 marginheight=0 hspace=0 vspace=0 frameborder=0 scrolling=no bordercolor=”#000000″>
<a href=”%chttp%3a%2f%2faltfarm.mediaplex.com/ad/ck/0-0-0-0?mpt=%n”>
<img src=”http://altfarm.mediaplex.com/ad/bn/0-0-0-0?mpt=%n” alt=”Click Here” border=”0″>
</a>
</iframe>
</nolayer>
<ilayer src=”http://altfarm.mediaplex.com/ad/fm/0-0-0-0?mpt=%n&mpvc=%c” width=728 height=90></ilayer>
<!– End of Mediaplex Iframe/Ilayer fragment –>

3) IFRAME/JAVASCRIPT tags

Initial code:

<!– Begin of Mediaplex Iframe/JavaScript insertion order fragment –>
<iframe src=”http://altfarm.mediaplex.com/ad/fm/0-0-0-0?mpt=[CACHEBUSTER]&mpvc=” width=728 height=90 marginwidth=0 marginheight=0 hspace=0 vspace=0 frameborder=0 scrolling=no bordercolor=”#000000″>
<script language=”JavaScript1.1″ src=”http://altfarm.mediaplex.com/ad/js/0-0-0-0?mpt=[CACHEBUSTER]&mpvc=”>
</script>
<noscript>
<a href=”http://altfarm.mediaplex.com/ad/ck/0-0-0-0?mpt=[CACHEBUSTER]“>
<img src=”http://altfarm.mediaplex.com/ad/bn/0-0-0-0?mpt=[CACHEBUSTER]” alt=”Click Here” border=”0″></a>
</noscript>
</iframe>

Modified code:

<!– Begin of Mediaplex Iframe/JavaScript insertion order fragment –>
<iframe src=”http://altfarm.mediaplex.com/ad/fm/0-0-0-0?mpt=%n&mpvc=%c” width=728 height=90 marginwidth=0 marginheight=0 hspace=0 vspace=0 frameborder=0 scrolling=no bordercolor=”#000000″>
<script language=”JavaScript1.1″ src=”http://altfarm.mediaplex.com/ad/js/0-0-0-0?mpt=%n&mpvc=%c”>
</script>
<noscript>
<a href=”%chttp%3a%2f%2faltfarm.mediaplex.com/ad/ck/0-0-0-0?mpt=%n”>
<img src=”http://altfarm.mediaplex.com/ad/bn/0-0-0-0?mpt=%n” alt=”Click Here” border=”0″>
</a>
</noscript>
</iframe>

4) JAVASCRIPT only tags

Initial code:

<!– JavaScript Only –>
<script language=”JavaScript1.1″ src=”http://altfarm.mediaplex.com/ad/js/4214-21200-8666-0?mpt=[CACHEBUSTER]&mpvc=”></script>
<noscript>
<a href=”http://altfarm.mediaplex.com/ad/ck/0-0-0-0?mpt=[CACHEBUSTER]“>
<img src=”http://altfarm.mediaplex.com/ad/bn/0-0-0-0?mpt=[CACHEBUSTER]” alt=”Click Here” border=”0″></a>
</noscript>

Modified code:

<!– JavaScript Only –>
<script language=”JavaScript1.1″ src=”http://altfarm.mediaplex.com/ad/js/0-0-0-0?mpt=%n&mpvc=%c”>
</script>
<noscript>
<a href=”%chttp%3a%2f%2faltfarm.mediaplex.com/ad/ck/0-0-0-0?mpt=%n”>
<img src=”http://altfarm.mediaplex.com/ad/bn/0-0-0-0?mpt=%n” alt=”Click Here” border=”0″>
</a>
</noscript>

Below are the steps to get the Tristitial up and running on your site, using DoubleClick DART for Publishers (DFP).

1. Start by uploading 3 clear GIFs to DFP while treating each clear GIF as if it were a regular ad. These clear GIFs would represent a separate banner (or advertiser*) in the same Tristitial.

2. Export the static URL of each of these clear GIFs (also known as the standard ad request within DFP).

3. Export the click command for each clear GIF.

4. Send the following information/data to snap2eyes:
a. 3 banner images, each between 12KB to 20KB in size, depending on the dimensions of the Tristitial to be created, which banners should each ideally conform to IAB size guidelines;
b. a set of 3 click-through tag names applicable to DoubleClick or to the rich media code that is used in conjunction with DFP. For example, clickTAG1, clickTAG2, and clickTAG3;
c. 3 click commands (1 for each preloaded clear GIF) to be used as a default click-through URL;
d. 1 standard ad request for each of the preloaded clear GIFs;
e. optional 3 standard ad requests for the 3 preloaded Flash creatives to be downloaded at run-time (in case of an Enhanced Tristitial).
f. the order in which the 3 banners should appear and the order in which the standard ad request/click command pair should refer to each banner;

5. Upload the Tristitial supplied by snap2eyes in DFP .

6. Modify the Rich Media source code used to serve the particular Tristitial so that it supports 3 click-through tags (by adding the following query string to the SWF file request: ?clickTAG1=[click command 1]&clickTAG2=[click command 2]&clickTAG3=[click command 3].

Note: apply these changes to both <object> and <embed> tags in order to support both Internet Explorer and Firefox.

Validate the functionality of the deployed Tristitial.

* You should not include multiple advertisers within a Tristitial unless clearly agreed to do so with the advertisers. Using Tristitials is not a way to triple your ad impressions and ad inventory.

The acquisition of acerno, a unique online co-operative of shopping and purchase data for enabling more relevant online advertising, is intended to enhance Akamai’s Advertising Decision Solutions.

“Our customers have expressed growing interest in solutions that will enable them to make more precise and efficient online advertising decisions,” said Mike Afergan, Akamai’s CTO and senior vice president of Advertising Decision Solutions. “With our acquisition of acerno now complete, we are excited to add more value to our Advertising Decision Solutions line. Our combined capabilities should benefit the eco-system of ad networks, online publishers and Internet advertisers by providing them with real-time, actionable data to serve more relevant marketing messages.”

The Akamai Difference

Akamai® provides market-leading managed services for powering rich media, dynamic transactions, and enterprise applications online. Serving the world’s most recognized brands across diverse industries, Akamai has revolutionized how online publishers can monetize their content, and how online advertisers can expand their customer reach. Transforming the Internet into a more viable place to inform, entertain, advertise, interact, and collaborate, Akamai’s global network of tens of thousands of distributed servers provides the scale, reliability, insight and performance for businesses to succeed online. To experience The Akamai Difference, visit www.akamai.com.

The release contains information about future expectations, plans and prospects of Akamai’s management that constitute forward-looking statements for purposes of the safe harbor provisions under The Private Securities Litigation Reform Act of 1995, including statements regarding the expected benefits of the acquisition of acerno. Actual results may differ materially from those indicated by these forward-looking statements as a result of various important factors including, but not limited to, expectations regarding the performance of the combined business, difficulty in integrating acerno’s operations with Akamai’s, failure of Akamai’s network infrastructure, market acceptance of our Advertising Decision Solutions services and those provided by acerno and other factors that are discussed in the Company’s Annual Report on Form 10-K, quarterly reports on Form 10-Q, and other documents periodically filed with the SEC.

The agency or the advertiser using Flashtalking will be giving you an URL with a structure similar to this:

www.flashtalking.net/tag/xxxx/xx/?AgencyName/AdvertiserName/CampaignName/
PublisherName/AdName/AdSize

To traffic such ads in DoubleClick DFP, follow these steps:

1. Open the URL described above in a browser window;

2. Amend the script to count clicks on your end if you wish to, and don’t forget to update it;

3. Copy the tag to your clipboard (click the button, or select and copy the tag manually);

4. Traffic in DFP as Custom Rich Media ads, as you would do with any JavaScript code, for example;

5. You don’t need to edit the code in any way, as Flashtalking ads are auto cachebusting and don’t require a random number or a timestamp.

A sample Flashtalking code ready to be trafficked in DFP would look like this:

<script language=”Javascript1.1″ type=”text/javascript”>
var ftClick = “”;
var ft300x250_OOBclickTrack = “”;
var ftRandom = Math.random()*1000000;
var ftBuildTag1 = “<scr”;
var ftBuildTag2 = “</”;
var ftTag = ftBuildTag1 + ‘ipt language=”javascript1.1″ type=”text/javascript” ‘;
ftTag += ‘src=”http://video.flashtalking.com/tags/3323/25/js/j-3323-25.js?click=’+ftClick+’&cachebuster=
‘+ftRandom+’”=”ftscript_300x250″ name=”ftscript_300x250″‘;
ftTag += ‘”>’ + ftBuildTag2 + ‘script>’;
document.write(ftTag);
</script>
<noscript>
<a href=”http://video.flashtalking.com/tags/3323/25/click/0-c_3323-25.html” target=”_blank”>
<img border=”0″ src=”http://video.flashtalking.com/tags/3323/25/noscript/300×250.jpg”></a>
</noscript>

If you have any questions at all in regard to using Flashtalking tags / code, you can contact Paul Cunningham at paul.cunningham @ flashtalking.com or call +44 (0)20 7637 2213. Additionally, if you are new to Flashtalking, check out www.flashtalking.com – these guys know rich media!

NEW YORK – The Interactive Advertising Bureau (IAB) today announced a series of groundbreaking initiatives designed to improve efficiencies by driving industry-wide adoption of critical workflow improvements, best practices and guidelines by media companies and advertising agencies within the digital marketing ecosystem. The announcements were made at the IAB’s annual Ad Operations Summit in New York City, where leaders in advertising operations and account management at media companies and advertising agencies convened to share a 360 degree view of key supply chain areas in interactive marketing.

The following solutions were announced:

* E- Business Interactive Standards, a beta release of an XML-based solution for automating the transfer of business order information between advertising agencies and media companies. Beta testing partners will be implementing and refining this solution throughout 2009. www.iab.net/ebiz
* Interactive Advertising Workflow Best Practices, a document that provides comprehensive process recommendations to agencies and publishers for improved communications and efficient operations throughout the entire lifecycle of an advertising campaign. The document’s best practices focus on how to improve the management of advertising accounts by decreasing discrepancies, campaign set-up errors and billing cycles between advertising agencies and publishers. www.iab.net/workflow
* Digital Video Ad Serving Template (VAST), an XML-based solution designed to standardize communication between digital video players and servers. VAST allows publishers to increase digital video yield by utilizing ad networks to sell unsold inventory and reduce friction with buyers by allowing third-party ad tags. www.iab.net/vast
* Ad Load Performance Best Practices, a document that details how agencies and publishers should develop and serve digital advertising campaigns to reduce load time for ads and improve their performance. www.iab.net/adload
* Best Practices for Rich Media Ads in Asynchronous Ad Environments, a solution that establishes a standard set of rich media implementation rules for rich media ad vendors, creative development teams, and publishers when serving ads into dynamic environments. www.iab.net/ajaxrichmedia

“These initiatives will revolutionize our industry by improving efficiencies in the interactive business—which means growth for publishers, for agencies and for marketers who will now reach their customers even more effectively,” said Randall Rothenberg, President and CEO of the IAB.

Jeremy Fain, vice president of the IAB, said: “It is time to begin the critical work of adopting these standards and practices across the digital ecosystem and I encourage all stakeholders in the industry to take the necessary steps toward implementation so we can accelerate our trajectory of growth as an industry.”

“For our industry to increase revenues, we have to find efficiencies that help us maximize technology and reduce costs,” said Dan Murphy, senior vice president of Research, Univision Online. “By adopting these standards we have the opportunity to make the necessary improvements that will transform the industry into a truly scalable and integrated advertising marketplace.”

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

The new feature doesn’t seem to have propagated in all DFP accounts yet, and the knowledge base doesn’t seem to include any new entries about streaming Silverlight. I’ll let you enjoy the feature announcement in full, below.

MOUNTAIN VIEW, Calif. (August 05, 2008) –Today, DoubleClick, a premier provider of digital marketing technology and services, announced the new capability to serve video ads into Microsoft Silverlight 2 video environments. The move is part of DoubleClick’s ongoing effort to help clients maximize the yield on their advertising inventory as they deliver content into emergent online, video and mobile channels.

With this new feature of DoubleClick In-Stream, DoubleClick clients such as NBC Universal Digital Media are able to monetize video content played within the Silverlight 2 player. NBCOlympics.com, a division of NBC Universal, will be one of the first sites to open Silverlight 2 content up to advertisers with DoubleClick In-Stream. The solution carves out new video inventory across 2,500 hours of video content running as part of NBC’s Olympics coverage.

“Microsoft has always had a strong commitment to working closely with partners and the industry to enable them to leverage our tools and platform to deliver great user experiences. With Silverlight, we’ve extended that commitment to the advertising space,” said Scott Guthrie, Corporate Vice President, .NET Developer Division. “We’re pleased to see the investment DoubleClick has made to enable customers such as NBCOlympics.com to take advantage of Silverlight to offer compelling packages to their advertisers.”

DoubleClick In-Stream is a video ad serving solution used by online publishers to deliver exciting new advertising experiences into Flash, Real Media, Windows Media and now Silverlight 2 video players. As part of the DoubleClick Revenue Center, the product is completely integrated into DoubleClick’s core ad serving platform, DART for Publishers. The combined DoubleClick solution enables trafficking, targeting forecasting and reporting for video advertising. By working with DoubleClick to serve ads into Silverlight 2, NBCOlympics.com is able to leverage their existing ad operations workflow and staff to package video ads with other opportunities, such as online display and mobile ads. One platform for online display, video and mobile has made it possible for NBC to create compelling cross-channel packages for advertisers who want to reach the Olympics-viewing audience.

“With hundreds of advertisers, multiple platforms and large site traffic spikes, we needed to work with a partner that could provide an integrated, scalable, robust solution,” said Steven Gold, Vice President, Sales Planning and Operations, NBC Universal Digital Media. “Thanks to DoubleClick In-Stream’s new support for Silverlight 2, we are able to monetize our groundbreaking online video coverage on the same platform we already use for display and mobile advertising. This lets our sales and operations teams work together really efficiently.”

“DoubleClick’s vision is to help publishers grow their revenues by creating great user experiences and providing compelling value to advertisers,” said Google Group Product Manager Ari Paparo. “By expanding the capabilities of DoubleClick In-Stream to work with Silverlight 2, we can make it possible for clients to create unique entertainment and advertising experiences without increasing their workload or creating new complex processes.”

For more information on DoubleClick In-Stream, please visit http://www.doubleclick.com/instream

To learn more about the entire DoubleClick Revenue Center, please visit http://www.doubleclick.com/revenuecenter

About DoubleClick
DoubleClick is a premier provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, mobile, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. DoubleClick is a division of Google Inc. (NASDAQ: GOOG). Learn more at www.doubleclick.com.

San Mateo, California (PRWEB) – August 6, 2008 – Smaller advertisers are beginning to use simple online video ads, tagged and indexed for search engine pickup, to connect with local audiences. The question is: how can small companies create the most effective video ads on a budget?

Jivox, a self-service online video advertising platform for local businesses, suggests that companies follow these simple strategies to create online video ads that generate results:

• Keep it simple. Simple, concise ads work best online for two reasons: viewers don’t want to read large volumes of text on their computer screen; and the online environment in which your ad will appear will already have a lot going on visually. To stand out, your ad needs to be clean and concise.

• Get to the point. Research shows that people decide if they want to read more about a topic on a website in 8 seconds or less. Ads that contain specific, immediate benefits, such as a promotion or discount, resonate strongly.

• Be smart about text. If you have a lot of text, you may need to vary the size of the type to allow it to fit into the ad space. If so, Jivox recommends no more than two type sizes in one ad, with the largest type size on top. Also, never use more than two fonts and avoid using all caps.

• Use relevant visuals. The visuals in a video ad should be eye catching but, more importantly, they should also communicate a relevant message. Clean, simple graphics are more likely to catch the eye of the viewer.

• Test and re-test. Video is such a flexible medium that it pays to experiment with different creative, formats and messages to find the combination that works the best. Set aside a portion of your budget to test different approaches so that you can see how response rates fluctuate when you change the visuals, call-to-action, price points or add a promotional offer.

“Whether you’re a new advertiser looking to get started, or a marketing agency coaching your clients on best practices in video advertising, keeping these simple tips in mind will help you develop online video ads that get results,” said Diaz Nesamoney, CEO of Jivox.

About Jivox

Jivox, the self-service online video advertising service for local businesses, gives smaller and local advertisers access to online video advertising by making it easy to create, target and deliver online video ads. The Jivox platform combines a video ad creation tool, proprietary targeting technology, sophisticated reporting capabilities and a growing network of publishers to offer advertisers a complete, do-it-yourself service for online video advertising. Jivox is a privately held company based in San Mateo, Calif. For more information about Jivox, please visit www.jivox.com.

NEW YORK, NY (July 29, 2008)—To meet the need for standardization in the expanding digital video landscape, the Interactive Advertising Bureau (IAB) today announced the release of a “Digital Video Ad Serving Template” (VAST), designed to standardize communication protocol between video players and servers.

VAST will allow companies to build digital video players and video ad servers that have the same interfaces and speak the same standard language. Publishers who use the standard will be able to plug into multiple third-party digital video ad servers and networks without additional development and therefore enable a powerful tool for improving yield.

This document:

- Defines a standard ad response for in-stream video
- Provides specifications that are compatible with any video player framework
- Includes guidance for most on-demand video players (i.e., Adobe’s Flash, Microsoft’s Windows Media Player and Real Player)
- Includes accommodations for linear video and interactive ads (e.g.“pre-roll”) as well as non-linear ads such as clickable overlays as described in the IAB Digital Ad Format Guidelines

“Digital video is one of the most exciting platforms to emerge within the interactive advertising ecosystem,” said Randall Rothenberg, president and CEO of the IAB. “VAST is a critical industry accomplishment because it lays out a much-needed mechanism for standardization in one of the hottest areas of interactive advertising.”

“VAST allows for standardized communication between ad servers and players which is essential as more and more marketers embrace digital video as a key element of their interactive media plans and publishers wish to maximize yield on their video inventory,” said Ari Paparo, Group Product Manager, Advertiser Products of Google.

The public comment period will last until September 10, 2008. The feedback will then be reviewed and the document will be finalized and publicly released.

To review the complete document, please go to: http://www.iab.net/vast

About the IAB’s Digital Video Committee:
The Digital Video Committee of the IAB is comprised of over 145 member companies actively engaged in the creation and execution of digital video advertising. One of the goals of the committee is to implement a comprehensive set of guidelines, measurement, and creative options for interactive video advertising. The committee works to educate marketers and agencies on the strength of digital video as a marketing vehicle. A full list of Committee member companies can be found at: http://www.iab.net/member_center/35088?iabid=a0330000000s0p4AAA

About the IAB:
Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 375 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates marketers, agencies, and media companies, as well as the wider business community, about the value of interactive advertising.

- OpenX API – Save time by automating common tasks and linking OpenX with other systems.
- Faster ad tag – Deliver ads faster and reduce your server load using the single page call.
- User management tools – Control users permissions and log all trafficking activity.

New ad targeting options are also available in the new version, as well as a number of UI improvements.

You can check out the whole release notes here.

Bluestreak ad tags usually come as SCRIPT SRC with a backup NOSCRIPT section. These are then trafficked in DoubleClick DFP as Rich Media creatives. You will then need to add the %n and %c macros to minimize caching and ensure clicks are counted correctly.

Your initial Bluestreak ad code may look like:

<SCRIPT LANGUAGE=’JavaScript’ SRC=http://s0b.bluestreak.com/ix.e?jss&s=123456&u=&n=Insert_Time_Stamp_Here&cltk=Insert_Click_Track_URL_Here>
</script>

<noscript>

<a href=’http://s0b.bluestreak.com/ix.e?hr&s=123456′ target=_top>

<img src=’http://s0b.bluestreak.com/ix.e?ir&s=123456′ border=0></a>

</noscript>

As you may have guessed already, Insert_Time_Stamp_Here this should be replaced with %n and Insert_Click_Track_URL_Here this should be replaced with %c – the good folks at Bluestreak make this really easy.

Your new Bluestreak ad code, ready to be trafficked in DFP should then look like:

<SCRIPT LANGUAGE=’JavaScript’ SRC=http://s0b.bluestreak.com/ix.e?jss&s=123456&u=&n=%n&cltk=%c>
</script>

<noscript>

<a href=’%chttp%3a%2f%2fs0b.bluestreak.com/ix.e?hr&s=123456′ target=_top>

<img src=’http://s0b.bluestreak.com/ix.e?ir&s=123456′ border=0></a>

</noscript>

Regardless of the complexity of the ad tags you may receive through Bluestreak, the placeholders for the macros will always be clearly marked – they’re really the easiest tags to work with!

- simple redirects for image and click only
To traffic these in DART, treat them as Redirect creatives.

- IFRAME tags for Rich Media creatives.
To traffic these, treat them as Rich Media creatives.

- SCRIPT tags for Rich Media creatives.
To traffic these, treat them as Rich Media creatives.

Still, there are a few aspects to look after: adding cachebusting (%n) and ensuring that DFP will correctly counts the clicks (%c).

Simple Redirect tags

The look and format of such tags will be something along the lines of:

View URL = http://view.atdmt.com/HRV/view/mnysptpf01234567hrv/direct/01/
Click URL = http://click.atdmt.com/HRV/go/mnysptpf01234567hrv/direct/01/

Cachebusting: add %n to the end of each of the tags, then traffic as a Redirect creative, using View URL as the Image Redirect and Click URL as the click through.
Click counting: is not needed for a Redirect creative.

The tags to be trafficked will be:

View URL = http://view.atdmt.com/HRV/view/mnysptpf01234567hrv/direct/01/%n
Click URL = http://click.atdmt.com/HRV/go/mnysptpf01234567hrv/direct/01/%n

IFRAME tags

If your tags are IFRAME tags, they will look like the example below:

<iframe src="http://view.atdmt.com/UMC/iview/abcdefgh0123456umc/direct/01/?click=" frameborder="0" scrolling="no" marginheight="0" marginwidth="0" topmargin="0" leftmargin="0" width="300" height="250">
<script language="JavaScript" type="text/javascript">
document.write('<a href="http://click.atdmt.com/UMC/go/abcdefgh0123456umc/direct/01/" target="_blank"><img src="http://view.atdmt.com/UMC/view/abcdefgh0123456umc/direct/01/"/></a>');
</script><noscript>
<a href="http://click.atdmt.com/UMC/go/abcdefgh0123456umc/direct/01/" target="_blank">
<img border="0" src="http://view.atdmt.com/UMC/view/abcdefgh0123456umc/direct/01/"></a>
</noscript></iframe>

These tags will be trafficked in DFP as Rich Media creatives:
- copy and paste the tags into a Rich Media creative;
- add %n for cache busting, on all URLs, right after /01/
- add %c to count clicks, at the very end, after click= , and in front of the A HREF URL.

The new tags will become:

<iframe src="http://view.atdmt.com/UMC/iview/abcdefgh0123456umc/direct/01/%n?click=%c" frameborder="0" scrolling="no" marginheight="0" marginwidth="0" topmargin="0" leftmargin="0" width="300" height="250">
<script language="JavaScript" type="text/javascript">
document.write('<a href="%chttp://click.atdmt.com/UMC/go/abcdefgh0123456umc/direct/01/%n" target="_blank"><img src="http://view.atdmt.com/UMC/view/abcdefgh0123456umc/direct/01/%n"/></a>');
</script><noscript>
<a href="%chttp://click.atdmt.com/UMC/go/abcdefgh0123456umc/direct/01/%n" target="_blank">
<img border="0" src="http://view.atdmt.com/UMC/view/frsrkmcs0123456umc/direct/01/%n"></a>
</noscript></iframe>

SCRIPT tags

There are 2 types of script tags, please refer to the examples below.

SCRIPT tag version 1:
<script language="JavaScript" type="text/javascript" src="http://view.atdmt.com/OUT/jview/tlgrfc2n0010000009out/direct/01?click="></script>
<noscript><a href="http://clk.atdmt.com/OUT/go/tlgrfc2n0010000009out/direct/01/" target="_blank"><img border="0" src="http://view.atdmt.com/OUT/view/tlgrfc2n0010000009out/direct/01/" /></a></noscript>

These tags will be trafficked in DFP as Rich Media creatives:
- copy and paste the tags into a Rich Media creative;
- add %n for cache busting, on all URLs, right after /01/
- add %c to count clicks, at the very end, after click= , and in front of the A HREF URL.

New SCRIPT tag version 1:
<script language="JavaScript" type="text/javascript" src="http://view.atdmt.com/OUT/jview/tlgrfc2n0010000009out/direct/01/%n?click=%c"></script>
<noscript><a href="%chttp://clk.atdmt.com/OUT/go/tlgrfc2n0010000009out/direct/01/%n" target="_blank"><img border="0" src="http://view.atdmt.com/OUT/view/tlgrfc2n0010000009out/direct/01/%n" /></a></noscript>

Script tag version 2:
<script language="JavaScript" type="text/javascript" src="http://view.atdmt.com/OUT/jview/ndpntcuk0010000007out/direct;vt.1/01?buster_url=&pub_view_url=&pub_click_url="></script>
<noscript><a href="http://clk.atdmt.com/OUT/go/ndpntcuk0010000007out/direct/01/ target="_blank"><img border="0" src="http://view.atdmt.com/OUT/view/ndpntcuk0010000007out/direct/01/"/> </a>
</noscript>

These tags will be trafficked in DFP as Rich Media creatives:
- copy and paste the tags into a Rich Media creative;
- add %n for cache busting, on all URLs, right after /01/
- add %c to count clicks, at the very end, after click= , and in front of the A HREF URL.

Script tag version 2:
<script language="JavaScript" type="text/javascript" src="http://view.atdmt.com/OUT/jview/ndpntcuk0010000007out/direct;vt.1/01/%n?buster_url=&pub_view_url=&pub_click_url=%c"></script>
<noscript><a href="%chttp://clk.atdmt.com/OUT/go/ndpntcuk0010000007out/direct/01/%n" target="_blank"><img border="0" src="http://view.atdmt.com/OUT/view/ndpntcuk0010000007out/direct/01/%n"/></a>
</noscript>

Additionally, you may want to take a look at the trafficking instructions provided by Atlas whenever the tags are generated and sent. The following is an excerpt that Atlas normally includes in the tag generation message:

‘The redirects are unique for each placement. Please note that you must use our redirects for both the image and the click.

Atlas DMT recommends that cache-busting tags (a time/date stamp or random number generating tag to defeat proxy caching) be applied to these redirects. Please ensure that this tag does not include a question mark (“?”) character; this character can cause problems for sites using Active Server Pages.

Please test these code fragments before entering them into your system. If you do not see an image during your test, it is possible that the ad serving scheduler has not updated yet. The scheduler update occurs every 30 minutes. Please test your redirects at least 30 minutes after you have assigned ads to placements.

It is no longer necessary to encode the :// in http:// before all url strings.’

Note: for some strange reason, the DoubleClick DFP help center does not return any result if you look up ‘Atlas tags’. The keyword to use if you wish to dig for more information is ‘adtmt‘ – this will pull whatever knowledge base entries are available on Atlas.

The new MultiSite features provide access controls and organizational means designed to streamline ad operations and visibility. Publishers can tailor their ad management and reporting to reflect their business hierarchies and organizational structure, while maintaining appropriate permissions access for all ad operations personnel.

Publishers are now able to customize the organization of their sites into different hierarchical groups on the intuitive Open AdStream interface based on various categories, such as geography, domain name or vertical market. For example, a publisher with multiple local news sites based throughout the country can access all of them with one login, and organize their sites by the regions of its choice to evaluate results and formulate future marketing strategies.

“This upgrade is the latest example of 24/7’s commitment to designing solutions that simplify ad management for publishers while addressing the complex demands and structures of their business,” said Nicolle Pangis, Vice President, Product Management, Global Media and Technology for 24/7 Real Media, Inc. “The new MultiSite functionality gives publishers unprecedented control of management and reporting to ensure optimal revenue generation across all of their sites.”

Open AdStream is 24/7 Real Media’s proprietary, award-winning ad serving and campaign management platform, for the targeting and delivery of ads to their Web sites. Open AdStream combines the powerful business intelligence of Web analytics and behavioral targeting with a world-class management platform, delivering all digital formats across all digital platforms.
For more information on 24/7 Real Media and Open AdStream and the new MultiSite functionality, visit www.247realmedia.com.

About 24/7 Real Media, Inc.
24/7 Real Media, Inc. a WPP company, is the leading global digital marketing company, empowering advertisers and publishers to engage their target audiences with greater precision, transparency and ROI. Using its award winning ad serving, targeting, tracking and analytics platform, powerful search marketing technology and global network of specialized Web sites, the company has turned the art of reaching audiences across virtually any digital medium into a measurable science. The company is headquartered in New York, with 18 offices in 12 countries throughout North America, Europe and the Asia Pacific region. For more information, please visit www.247realmedia.com.
24/7 Real Media: The Science of Digital Marketing.

Tumri, an ad serving company located in Mountain View (*cough*) is out there to shame us all and prove that mere knowledge of ad operations and online media is not enough to understand and accede to their services.

I invite you to check out the graphs Tumri uses to entice customers: http://www.tumri.com/technology/ and http://www.tumri.com/technology/matching-engine.html would be good examples to start. Take your time to stare at the math formulas extravaganza – you are impressed now, aren’t you?

I wonder what marketer came up with the strategy of ‘confuse them with science’ and thought that’s what a prospective customer wants to see? Who thinks that a business proposition loaded with useless mathematical formulas and pretentious language that’s empty of sense and value will take over the traditional approach of explaining what’s in for the customer?

I’ve spent some good 20 minutes on this site trying to figure out why would I use Tumri over another ad serving platform – I couldn’t figure it. Can you? Let me know!

The lack of integration between DoubleClick and Google, which I briefly touched in a previous post, makes trafficking Google ads a little difficult but not impossible. As you probably know already, Google ads are served through an iframe with a JavaScript code. In order to traffick such ads, you will need to think of them as rich media ads and proceed accordingly:

- create a new order (for your in-house advertiser, for example);

- create, one by one, ads for each format and/or AdSense channel you will be using;

- set delivery to ‘time-based bulk’ and priority to ‘default’, which would be the appropriate one in most cases of remnant inventory;

- assign a rich media creative, where you have copied the JavaScript ad code generated from the AdSense account, not forgetting to remove the <!– and the //–> bits (these will prevent correct execution if left in the code).

Of course, you would first need to think of the structure and different channels you would like to use in order to distinguish between different content categories and ad slots, and create them in the AdSense account. After you generate the ad code and adapt it to be trafficked in DFP, it should look like this:

<script type="text/javascript">
google_ad_client = "pub-xxxxxxxxxxxxxxxx";
/* Ad Slot 120x600 */
google_ad_slot = "xxxxxxxxxx";
google_ad_width = 120;
google_ad_height = 600;
</script>
<script type="text/javascript"
src="http://pagead2.googlesyndication.com/pagead/show_ads.js">
</script>

In case you are using the ‘allowed sites’ feature in your AdSense account (you should, really), do not forget to ad dfp.doubleclick.com in the list.

If your experience differ or have any suggestions to share, please leave a comment – discussions are always welcome.

NEW YORK – MARCH 24, 2008 – Collective Media, a leading online advertising network specializing in premium publishers and advertisers, today launched its white-label Ad Network Management Platform (AMP) enabling premium publishers to create their own branded, vertical ad networks. Collective developed the AMP technology to manage hundreds of audience segments, thousands of sites and billions of ad impressions across its own leading ad network each month. As more publishers establish their own branded ad networks to increase audience reach and share of online media spend, AMP is the first ad network management platform designed to support both behavioral targeting and affiliate site networks.
“By making AMP available to publishers, we are really bucking the trend of technology companies turning into ad networks. We’re an ad network releasing a technology platform that gives publishers everything they need to create and manage their own network,” said Joe Apprendi, CEO of Collective Media. “These newly formed networks can take advantage of the opportunities that exist to increase available inventory in any audience category with Collective’s network of affiliate sites and target audiences, and to monetize unsold inventory at a premium.”

AMP is fully integrated with DoubleClick’s DART for Publishers and is tightly integrated with salesforce.com’s Salesforce application for sales pipeline data. With built-in behavioral and contextual targeting, the system unifies audience targeting and ad network management through a single online technology platform. In addition, publishers with a wide diversity of wholly-owned sites can utilize the product to centralize audience targeting, revenue and yield management for both owned and affiliated sites.

About Collective Media
Collective Media is a leading online advertising network specializing in audience targeting, optimization and reporting solutions to increase relevancy and yield for both publishers and advertisers, reaching more than 150 million unique users monthly. Collective is comprised exclusively of high quality, brand-name publishers offering the largest network of online news sites in addition to a wide selection of sites in every content category. Collective’s innovative approach enables both brand and direct advertisers to achieve superior results through sophisticated audience targeting technology, including contextual, behavioral, geographic and re-targeting. Founded in 2005, Collective Media is headquartered in New York City with offices in Los Angeles, San Francisco, Dallas, Boston, Chicago and Detroit. Visit Collective at www.collective-media.com.

New York, March 17, 2008 – DoubleClick Inc, a premier provider of digital marketing technology and services, today announced the support of widget advertising within the core DART for Advertisers (DFA) ad serving platform through the creation of the new Widget Ad rich media format. Widget Ads enable media and creative agencies to integrate a viral component into any campaign to allow consumers to “snag” or “grab” the ad onto their personal homepage or social network page. Widget Ads allow brands to move beyond strictly paid media and help them to build an ongoing interactive and engaging relationship with consumers.

Widget advertising is a growing trend, especially within social networks. According to Prospero, 22 percent of marketers surveyed used widgets as a social media marketing application last year. They predict that this year, the number of marketers who plan to use widgets will double to 47 percent (Source: eMarketer, December 2007, “Social Network Marketing: Ad Spending and Usage”).

“Widgets are part of a fundamental change within the online marketing arena,” said Ari Paparo, vice president of advertiser products for DoubleClick. “Widget Ads provide audiences with the ability for self-expression and identification with well-loved brands while providing marketers the benefits of virality and engagement along with the measurability of traditional online channels.”

Interactive agencies and marketers often look to Widget Ads for easy integration of viral distribution options into any online campaign. Widget Ads are developed using the same creative process and applications as DoubleClick Rich Media ads. In addition, Widget Ads are created with a customizable Sharing Component to support virality.

“Since DoubleClick’s Widget Ads follow the same creative workflow as rich media ads, incorporating widgets into a campaign is straight-forward for our creative developers,” said Laura Primack, associate creative director of Avatar Labs. “From a creative standpoint, we can build the most exciting and engaging viral content, seamlessly include the Sharing Component, then configure it to support our preferred social networks.”

The sharing component is powered by Gigya, a leading provider of tools and technologies for distributing widgets. Gigya’s Wildfire technology installs hundreds of thousands of widgets per day to more than 50 of the leading social networks, blogs and bookmarking platforms.

“Incorporating viral functionality helps give advertisers the ability to tap into the incredible power of potential brand evangelists,” said Ben Pashman, vice president of business development with Gigya. “The combination of DoubleClick’s leading rich media advertising technologies, world-class analytics, and our proven Wildfire widget sharing tools are now enabling great creative to enter a user’s social circle, where it may become an even more powerful, user-endorsed ad unit.”

Widget Ads may be distributed in a multitude of ways including branded websites, word-of-mouth outreach and even through another rich media ad. In addition, integration with the industry-standard DART platform allows for valuable Widget Ad metrics including impressions, interactions, video metrics, viral “grabs” for different social networks, and reach and frequency, all easily managed with DART for Advertisers (DFA). These metrics help provide insight into viral distribution patterns and the effect of widgets on conversion, as well as the option for refreshable content and message control.

About Gigya
Gigya delivers innovative discovery and monetization solutions to the social media ecosystem, connecting brand advertisers, content publishers and an enormous audience of active social media users. Gigya serves the world’s largest brands with a full-service widget advertising model covering design, development, hosting, distribution, viral promotion and tracking. Gigya’s Wildfire technology installs hundreds of thousands of widgets per day and tracks over three billion impressions per month. Learn more at www.gigya.com.

About DoubleClick Inc.
DoubleClick is a premier provider of digital marketing technology and services. The world’s top marketers, publishers and agencies utilize DoubleClick’s expertise in ad serving, rich media, video, mobile, search and affiliate marketing to help them make the most of the digital medium. From its position at the nerve center of digital marketing, DoubleClick provides superior insights and insider knowledge to its customers. Learn more at www.doubleclick.com.