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In-Depth Information
Depending on the campaign, certain one-off vendors—technology partners, enablers, data providers—may be
needed. their presence would result in additional fees.
Based on the agreed CPM, the advertiser, media agency, or publisher will float the cost. Sometimes deals are
made between the ad server and media agency on the basis of a certain number of impressions being met. Because
the ad server bills off a CPM model as well, if a given number of impressions, x, are guaranteed, the ad server may
cover all production-related costs. Having the client shoot for a tentative impression count—for example, 10,000,000
at $1.00 CPM or 50,000,000 at $.50 CPM—is a great way to go if you want to increase your overall volume. If the agreed
impressions are not met, the media agency pays additional fees to make up what was not accounted for to the ad
Sometimes, things just don't go as planned, and people have to eat the costs of missed impressions due to
technical or administrative limitations. These mishaps come at the cost of a make-good. Make-goods are often
payable when the ad-serving company does something to hinder the release of tags on time to the publishers. This is
also the case if a publisher double- or triple-topics ad inventory at a specific time that the plan initially asked for. This
make-good typically comes by way of free ad serving or an agreed-upon amount of additional impressions covered by
the ad server. The publisher's terms may be slightly different; it may offer another day of ad inventory or an ad slot on
another section within its site or network at a reduced rate or even free, depending on its relationship with the client.
As you can see, a lot of hands are reaching into the advertisers spending pot. Since every single campaign is
different, depending on the tools and people needed, awareness of budget constraints is a must in determining what
is needed to get a campaign out of the gate. It essential to ensure success, to reduce make-goods, and to schedule
accurate launch dates.
Targeting Audiences—a Smarter Future
As technology becomes more sophisticated and media buying ever more intelligent, advertisers are able to purchase
audience segments very easily and target their audience accordingly. Audience segments are typically sold as a group
of generalized individuals that will most likely view an ad and react positively to its branded messages. Companies
employ many different systems to gain information about users. Such information includes but is not limited to
online behavior and browsing history
demographic information
publisher passed data
This information is either served directly by the ad server's ad tag or derived from browser cookies, which were
once dropped on users by sites they visited. The benefit and power in this is that viewers can get tailored messaging
with information personalized to their liking. Advertisers adore this tool: they gain vital information about their
customer base and its buying habits and location. They acquire the power to influence their viewers, especially when
they include social channels like Facebook and Twitter in the mix.
There is a famous saying: “With great power, comes great responsibility.” It's certainly true in online advertising.
As user privacy is a huge concern when dealing with such data, the next sections will be geared toward showcasing
how information is accessed, collected, distributed, and used.
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