Ad Operations Online » Ad Trafficking

Tag Management System study finds Ad Pixel / Tag Management Problems Cause Loss of Traffic and Sales

Otilia Otlacan — Tue, 21 Sep 2010 06:00:06 +0000

TagMan Study Finds That Problems With Ad Pixel/Tag Implementation and Management Plague Nearly All Sites Causing Loss of Traffic and Sales.

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.

Solbright Recognized in “Best Ad Technology Platform” Category at AOP Digital Publishing Awards 2010

Otilia Otlacan — Mon, 28 Jun 2010 06:30:41 +0000

Ad Operations Solutions Leader Shortlisted by Prestigious Industry Organization

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.

IAB Enriches Educational Offering with Launch of On-Demand Training

Otilia Otlacan — Tue, 22 Jun 2010 06:30:01 +0000

Top-Tier Interactive Training Delivered Anytime, Anywhere

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.

PubMatic Releases Web Ads Analysis Tool That Allows Publishers to Quickly Eliminate Unwanted Ads and Resolve Channel Conflict

Otilia Otlacan — Wed, 03 Jun 2009 09:15:01 +0000

PubMatic Ad Inspector Offers One‐Click Analysis to Identify, Adjust or Block Improper, Faulty or Malicious Ads Served on Their Sites

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.

AdMeld Releases FireMeld, The First Web Browser Extension for Ad Operations Professionals

Otilia Otlacan — Wed, 11 Mar 2009 14:50:13 +0000

New Tool Enables Web Publishers to Control Network Ad Units Without Leaving Their Websites

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.

AdMeld

IAB Issues Click Measurement Guidelines for Public Comment

Otilia Otlacan — Tue, 03 Mar 2009 15:30:07 +0000

Defines Parameters for Click Measurement, Provides a Unified Industry Response to the Problem of Fraudulent Clicks

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.

Trafficking 101: How to Create Companion Ads Without Using ptile in DoubleClick DFP

Otilia Otlacan — Wed, 26 Nov 2008 08:00:32 +0000

Companion ads (also called partner ads, or synchronized ads / synchronized banners) are widely used as part of various ad package offerings to agencies and advertisers, and are, perhaps, the most common arrangement to build brand awareness online.

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:

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 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:

…

…

…

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.

Trafficking 101: How to Traffic Mediaplex Creatives in DoubleClick DFP

Otilia Otlacan — Tue, 25 Nov 2008 08:00:44 +0000

Mediaplex is a third party ad serving service – you’re bound to be asked to traffic MediaPlex creatives at some point, so here are the guidelines.

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):

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.

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:

Modified code:

3) IFRAME/JAVASCRIPT tags

Initial code:

Modified code:

4) JAVASCRIPT only tags

Initial code:

Modified code:

Trafficking 101: How to Traffic Tristitials from snap2eyes in DoubleClick DFP

Otilia Otlacan — Mon, 24 Nov 2008 08:30:36 +0000

Although not widely used (yet), Tristitials may be something you’re bound to bump into if you spend enough time in an Ad Ops position. We’ve previously discussed what Tristitials are (in our newly launched “Ad Products” section) so I’m not going to reiterate everything here: instead, I’d recommend you review the ad product brief if this is the first time you work with Tristitials.

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 and 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.

Akamai Completes Acquisition of acerno

Otilia Otlacan — Thu, 13 Nov 2008 07:45:07 +0000

CAMBRIDGE, Mass. – Akamai Technologies, Inc. (NASDAQ: AKAM) announced it has completed its acquisition of acerno, a privately held company based in New York, NY. Akamai announced a definitive agreement on October 21, 2008 to acquire acerno in a merger transaction.

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.

Ad Operations Online » Ad Trafficking

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