More than ever, a third-party ad server can be the difference between success and failure of a programmatic campaign.The current stage of the programmatic ad buying industry is marked by complexity: Media plans are ever more intricate. An increasing number of publishers and supply side platforms are offering new channels to reach the masses, while the nature of programmatic buying means that the distance between the buyer and the seller continues to grow. The resulting data from digital campaigns grows more complex by the day.It takes a third-party ad server to measure results and deliver successful campaigns in a non-biased way — to take a big-picture view of campaign performance, and apply retargeting, prospecting and branding tactics based on data-driven insights to continuously improve the ROI on a marketer’s ad spend.

1. 11
THE IMPORTANCE
OF AN AD SERVER
Ian Hewetson

2. 2
Why Are
We Talking
About This?

3. 3
It’s Like Having A HugeToolkit OnYour Desk

4. 44
OPERATIONAL EFFICIENCY

5. 5
Operational Efficiency

6. 6
The Original Promise Of 3rd Party Adservers
Efficiency on campaign setup

7. 7
The Original Promise Of 3rd Party Adservers
Efficiency In Consolidated Reporting

8. 8
What’s Different InThe Age Of Programmatic?
More segmentation = many more placements
2006 Today
12
50

9. 9
How HaveTheTools Evolved?

10. 10
How HaveTheTools Evolved?

11. 11
How HaveTheTools Evolved?

12. 1212
CONSOLIDATED REPORTING

13. 13
Consolidated Reporting

14. 14
Consolidated Reporting

15. 15
Consolidated Reporting

16. 16
Consolidated Reporting

17. 17
Consolidated Reporting

18. 1818
COMMON CURRENCY

19. 19
Everything Depends OnThe Count

20. 20
First Rule of Carpentry

21. 2121
ATTRIBUTION MODELLING

22. 22
PathTo Conversion
First
Exposure
Conversion

23. 23
Attribution Modeling – seeing the whole picture

24. 24
Beyond last touch

25. 2525
INSIGHTS

26. 26
Reporting –The First StepTo Insight

27. 27
Real World Insights

28. 28
Multi Dimensional Insights

29. 2929
INTEGRATIONS

30. 30
The Adserver – Hub Of Integration

31. 31
API Integrations

32. 32
The Adserver – Hub Of Integration

33. 33
The Adserver – Hub Of Integration
Cross Platform targeting

34. 3434
FRAUD DETECTION

35. 35
Adservers –Your First Layer Of Protection
CLIENTS, SITES, DSPs EYERETURN: DSP + AD SERVING

36. 36
Legitimate Cluster
Technology.
canoe.ca
cbc.ca
cnews.
canoe.ca
jam.
canoe.ca
Torontosun
.com
slam.
canoe.ca

37. 37
Fraudulent Cluster

38. 38
The Honeypot Campaign

39. 39
Bluff Ads
Bluff ads have contain no actual clicktag button. A human
cannot click on one.
Since robots click on the code behind the ads, any click on
that ad = fraudulent.

40. 4040
AUDIT TOOLS

41. 41
The Story BehindThe Numbers – AuditTools

42. 42
The Story BehindThe Numbers – AuditTools

43. 43
Your Ads…inThe Wild!

44. 44
Viewability

45. 4545
TAG MANAGEMENT

46. 46
Tag Management
Confirmation
PageTag
Registration
PageTag
SmartTag
Home PageTag

47. 47
Tag Management In Action
Generic
Ad
Home PageVisit
Position in
Conversion Funnel
User puts item in
ShoppingCart

48. 4848
EXPERIENCE & CONNECTIONS

49. 49
Experience -Tools Are As Good As the User

50. 50
Adservers HaveThe Connections To Make It Happen
SSPs
Exchanges
Creative
Agencies
Media
Agencies
Publishers

51. 51
To wrap it all up