Setup external targeting
Keywords:
targeting, behavorial targeting
English Datum:
09.01.2010
verfügbare Sprachen:
Deutsch

Your AdServer controls already a variety of targeting mechanisms, such as time or geo targeting. Additionally you can integrate more solutions in conjunction with external targeting suppliers, to implement behavorial targeting.

Example

To help you to understand this theory, we give you following practical example:You will get from a customer a advertising material in the format 468x60 with the associated target URL delivered. The advertising material should be only to specific user by using behavorial targeting  delivered. -  all other users will furthermore only see the normal campaigns. To implement the behavorial targeting, you use an external provider.

Step 1: Setup your own AdServer
At first, you set up the corresponding customer and a matching campaign at the AdServer. Here it is particularly useful, to equip the campaign with a frequency capping (eg 3 per 24 hours). Next, you upload the advertising material via file upload to the AdServer (important: use file uploading, not banner uploading). As a result you get a AdServer URL, for example: http://%imgsvr%/banner/kundenname/523/meinbanner.gif. Save this URL.

Step 2: Setup targeting AdServer
The second thing is to setup also a customer and a campaign at the targeting AdServer (that means the AdServer of the targeting providers) (if possible/necessary). Next step is to create an advertising material. Generally it requires two inputs: The advertising material, which should be displayed, when the targeting reaches and the advertising material, which should be displayed, when the targeting does not reach.The HTML code for the first advertising material looks like (1):

<script language="JavaScript">
<!--
document.writeln('<a target="_blank" href="'+tgt_clk+'">'+
                 '<img src="'+tgt_vie+'" alt="Hier klicken!" '+
                 'border="0" width="468" height="60"></a>'+
                 '<img style="position:absolute; left:0px; top:0px;" '+
                 'src="'+tgt_img+'" alt="" border="0" width="1" height="1">');
//-->
</script>

The code for the alternative advertising material looks like (2):

<script language="JavaScript">
<!--
document.writeln('<iframe noresize="noresize" scrolling="no" '+
                 'frameborder="0" marginheight="0" marginwidth="0" '+
                 'height="60" width="468" src="'+tgt_iframe+'"></iframe>');
//-->
</script>

... as a result, you will receive a code from the targeting AdServer, which makes the display of both advertising material possible (depending on, if the targeting reaches or does not reach). Save this code.

Step 3: Create your own advertising material
The third step is, that you have to create the targeting advertising material in your (this) AdServer. For that you have to create a new HTML advertising material.Enter a name for this and configure the height, width and click target. As HTML code you can enter for example the following code:

<script language="JavaScript">
<!--
var tgt_img = '%viewredirect%';
var tgt_clk = '%url%';
var tgt_vie = '[Banner-URL]';
var tgt_iframe = 'http://[AdServer-Name]/adframe.php?pid=%pid%&saveex=1&ex=%ex%|%kid%';
//-->
</script>
[Code des Targeting-AdServers]

Please note here, that the [Banner-URL] have to be replaced through the URL, which you got in step 1 (AdServer URL of the advertising material). Replace also the [AdServer-Name] through the hostname of your AdSpirit-AdServers (eg customername.adspirit.de). At last you have to replace the [Code des Targeting-AdServers] (code of the target AdServers) through the code from step 2 (targeting code of the external AdServers). Afterwards, save the advertising material. Now you can book and deliver the campaign.

How it works in the practice

What happens in the practice? The procedure here is quite simple:
If a user calls the code of the AdSpirit AdServer, he will get at first a JavaScript delivered, which sets some variables (step 3) and then it loads the code of the targeting provider. The browser of the user tries to load the advertising material from the targeting provider. This implements the targeting and checks, if the user matches with the set criteria.If this is the case, then a JavaScript code is outputted (step 2,code 1), which displays the indicated graphic including the click URL and view tracking. In this case the user sees the advertising material of the customer and can click on it.
If the checking result of the targeting AdServers is, that the user doesn´t match with the criteria, then it will output a alternative code (step 2, code 2).In this case it is an JavaScript code, that displays a IFrame. The user is now downloading the IFrame from the AdSpirit AdServer and gets displayed an alternative campaign.

Some more technical details

Important at the method above is the use of corresponding placeholders, to let run the view and click counting smoothly. Only count the insertions with the targeting equiped advertising material, if the alternative code isn´t displayed (then you have to use placeholders %viewredirect%). If this is in the advertising code, then the AdSpirit AdServer can´t make a separate view counting. In this case it has to wait until the defined URL is called up at the placeholder  (typically as 1x1 graphic).
As second step you have to prevent, that it forms a loop. This means, that the alternative called IFrame loads the targeting campaign and this will display the alternative IFrame etc. To that, the parameter ex and saveex can be used together with the matching placeholder. The parameter &ex= defines a  list of campaign- ID´s separated through vertical bars ( I ), which can´t be displayed in this IFrame. The matching placeholder %ex% outputs this list, so that at several nested exclusions the list will be expanded instead of replaced. The parameter &saveex=1 defines furthermore, that the exclusion criteria at the user will be saved via cookie. At the next call of the user, who has this kind of cookie, he will be in the first place excluded from this particular campaign and not at all passed to the test of the targeting AdServer. You can achieve with it, that the traffic load (and furthermore the costs) on the targeting- AdServer will be minimized.

Alternative implementation

Some targeting providers have no chance to implement the example above. Here you can indicate a default code, but it can not be encroached on the actual advertising material code. (step 2, code 1). In this case please use the following codes:

Default-Code for the Targeting-AdServer:

<script language="JavaScript">
<!--
 if(!adt_set)
 {
  adt_set = true;
  document.writeln('<iframe noresize="noresize" scrolling="no" '+
                   'frameborder="0" marginheight="0" marginwidth="0" '+
                   'width="468" height="60" src="'+tgt_iframe+'"></iframe>');
 }
//-->
</script>

Advertising material-Code for your own AdServer:

<script language="JavaScript">
<!--
var adt_set = false;
var tgt_img = '%viewredirect%';
var tgt_iframe = 'http://[AdServer-Name]/adframe.php?pid=%pid%&saveex=1&ex=%ex%|%kid%';
//-->
</script>
[ ... Targeting-Code ... ]
<script language="JavaScript">
<!--
 if(!adt_set)
 {
  adt_set = true;
  document.writeln('<img style="position:absolute; left:0px; top:0px;" '+
                 'src="'+tgt_img+'" alt="" border="0" width="1" height="1">');
 }
//-->
</script>

Please note, that this method is prone to error and that the first procedure is preferable to this.