This article discusses campaigns as related to media teams.
A typical Addroid campaign is created by the creative team, and shared with the media team. Once the creatives have been designed and approved, it is up to the media team to create Addroid placements and generate tags.
Two typical scenarios exist when it comes to the usage of Addroid by media teams:
- Addroid is used as a stand-alone ad server
- Addroid is used with a third-party ad server such as Doubleclick Campaign Manager.
Case 1: Using Addroid Stand-alone
In case #1 above, Addroid is used as the primary ad server for media teams. As the media features are relatively limited, this is most often the case with small campaigns where using a more complex ad server is not warranted.
Since Addroid tags will be delivered directly to publishers in this case, it is important to contact publishers in advance (if possible) and let them know you will be using video creative. Some publishers do not allow video creative, so it's best to check well in advance.
Since Addroid ad tags include specific macros for publisher ad servers, you will want to ask each partner which ad server they use. Doubleclick for Publishers (DFP) is by far the most popular, but some partners use others such as Freewheel, OpenX, or mobile-specific servers such as MoPub.
Once you have your list of ad servers ready and creative has been built, then Addroid placements can be created corresponding to each publisher placement. Naming conventions are critical here since each Addroid placement will correspond to a publisher line item. Best practice is to create Addroid placements with descriptive names and placement IDs to avoid confusion during the campaign, or after when billing occurs.
The diagram below shows the one-to-one relationship of Addroid placements to publisher placements:
Case 2: Using Addroid With A 3rd Party Ad Server
In this case, the media team will use a 3rd party ad server / campaign manager downstream to the Addroid ad server. The primary difference in media process to case #1 above is that fewer Addroid placements will be created, as the downstream ad server will handle placement creation and trafficking.
From the tag perspective, a single macro format will be used since all Addroid tags will be imported into the 3rd party ad server. The most popular ad server is Doubleclick Campaign Manager (DCM), and this macro format is built in to Addroid's placement creation tool.
Since placements will be handled downstream, this means that only one Addroid placement/tag is needed per size, per creative. For example, a 300x250 unit used on multiple publisher sites will be represented by a single Addroid tag. Once this tag is uploaded to the 3rd party ad server, multiple placements will be created in the 3rd party server and consequently multiple tags will be generated for deliver to publishers.
The diagram below shows the one-to-many relationship between Addroid placements and 3rd party ad server placements:
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