Direct Ad Serving¶
Direct ad serving allows you to traffic, target and track campaigns for your advertisers. Direct ad campaigns run on the same inventory that you configure to receive native and interstitial video ads from Yahoo.
To get access to direct ad serving, contact your Yahoo account manager.
Once access to Direct Ad Serving is enabled, you can take advantage of direct ad serving by clicking the Direct Ad Campaigns link on the left-hand menu. Once you click Direct Ad Campaigns, you’ll see a dashboard of Campaigns. This is where you may check progress on campaigns your advertisers are running.
Click on any campaign to get started.
To get started is a simple 3-step process:
- To begin, you’ll need to set up Advertisers.
- Followed by Campaigns for those advertisers, and finally,
- Lines for your Campaigns.
Each Advertiser you work with should be created as its own entity.
To begin, follow the breadcrumb navigation to visit your Advertiser List page. This page lists all of the Advertisers in your account. To set up a new Advertiser, click the New Advertiser button.
On the New Advertiser page, fill out all fields:
- Advertiser name
- Advertiser Web Site
- Category & sub-category
- Advertiser Time zone
- Advertiser Primary contact info
Once you’ve created an Advertiser, you may proceed to create the following for your advertiser:
Your advertiser can run native or video interstitial ads.
To upload creative, click the Creatives tab on the Advertiser page.
Then, click + New Creative and choose Single upload.
Now choose the icon for either video or native and then provide the creative details for the ad type you’ve selected.
For Native, you need to provide an ad name and set the status.
Do both of the following:
- Type a name for your creative. The ad name is for organizing your creatives. It is not shown in the ad that users see.
- Set the Status of the creative using the slider (Active/Inactive). A creative must be Active for it to serve.
- Set up the ad building blocks.
Enter all of the following:
- Destination URL. The URL of the page where the user is taken when they click the ad. If you want to include a third-party click tracking URL, set it up so that the click tracking URL redirects the user back to the landing page.
- Ad Title. This is the title of the advertisement that the user sees. It should be a short, catchy phrase designed to attract attention. Maximum 25 characters.
- Company Name. This is how your company name appears in the ad. Maximum 25 characters.
- Ad Description. Include one or two sentences describing your product or service. The ad description should include a call to action. Maximum 100 characters.
Specs for Native Ads¶
These are the specs for native ads in Direct Ad Serving. You enter each separately in the Creative tab for your advertiser.
|Ad Components||File Type||Dimensions||Max File Size|
|Ad Title (Headline)||Text||20-50 Characters|
|Ad Description||Text||20-150 Characters|
|Company Name||Text||Max. 25 Characters|
|Display URL (e.g. www.yahoo.com)||Text||Max. 35 Characters|
|Destination URL||Text||Up to 1024 Characters|
|Large Image||GIF, JPG, or PNG||1200x627 or higher pixels (1.91:1 ratio)||2 MB|
|Basic Image||GIF, JPG, or PNG||82x82 pixels (1:1 ratio)|
The name of your Advertiser will appear in your native ad. The appearance of your ad will be determined by your app’s native ad implementation.
- Enter a name for the creative.
- Choose where the creative will reside:
- Hosted - to host the creative on Yahoo. Note: It may take up to 15 minutes for transcoding to complete. Transcoding is a process that encodes the uploaded video file into multiple video formats and converts the video into an in-stream inline VAST tag. You may need to check back later to preview the creative, after transcoding is complete.
- 3rd Party - to select a creative hosted on a third-party system. Specify also the creative URL. (You can preview the creative in the Third-party Video Preview box.)
- Set the Status of the creative using the slider (Active/Inactive). An ad must be active in order for it to serve.
- Type the URL of the advertiser landing page. The landing page URL is the Web address that a user is sent to after clicking an ad. The URL must point to a valid file type such as an HTML page, an image file, or a PDF file, and must include the HTTP or HTTPS protocol.
- Upload the asset to use for the creative:
- For Hosted creatives, you can drag the creative onto the drop zone or select the Choose a file to upload button to upload from your file system.
- For 3rd Party creatives, enter a creative URL.
- Optionally, specify one or more Tracking Pixels. For each pixel, you must specify:
- The pixel URL
- The type of pixel (do you want to track impressions or quartiles (25%, 50%, 75%, and 100%).
- Optionally, specify one or more Click Tracking URLs.
- Click Save Creative.
To run full-screen interstitial video ads, select the video tab. You may upload mp4 videos of up to 500 MB.
To create an Audience for an Advertiser, visit the main page for that Advertiser, then click Audiences.
You can now create audiences by selecting specific segments. You can also create audience combinatorials.
- Specify a name for the audience in the Audience Name text field.
- Move the Status slider to the right or left to make the audience active or inactive.
- Select Data to create an audience based on any of the available data types (General Interest, Yahoo data, campaign data, or third party data).
- In the Available Data section, select the data to be included in this custom audience. Do one of the following:
- Start entering the data type in the Available Data field.
- Browse the list of available data and select the audience.
- Use the ANY and ALL but NOT controls to define your audience:
- (+ –) (ANY) if the user can be targeted if they are part of any of the selected audiences.
- (+ –) (ALL) if the user can be targeted only if they are part of all the selected audiences.
- (+ –) (NOT) if the user can be targeted only if they are not part of the selected audiences.
- Click Create Audience
To create a Campaign for an advertiser:
- Start by clicking the Campaigns tab on the advertiser page.
- Click the New Campaign button.
Here you may enter the following information:
|Campaign Name||The name of the campaign. Use a descriptive name that will help you easily recognize the campaign and distinguish it from the advertiser’s other campaigns.|
|Status||Move the slider to Active when you are ready to launch the campaign. Move it back when the campaign is completed.|
|Currency||The default currency in which transactions should be displayed for this campaign. Choose US Dollar (USD). Only USD currency is supported at this time.|
|Total Budget||Specify the total budgeted amount for the campaign, or selectUnlimited. Note: If a campaign stops bidding because it has reached the total budget, you can increase the budget. After the budget increase, the campaign starts bidding again automatically within 5 minutes.|
|Time Zone||Select the time zone for the campaign.|
|Start Date and End Date||The start and end dates for the campaign. Start and end times will depend on the campaign’s time zone.|
Set the daily budget caps for the campaign. Note that if a campaign stops bidding because it has reached the daily budget, you can increase the budget. After the budget increase, the campaign starts bidding again automatically within 5 minutes. Daily budget options include:
|Frequency Capping Method||
Choose one of the following:
Instead of selecting a daily budget for your campaign, leave blank and delivery ASAP. You can then refine pacing at the individual line level.
You may choose to keep Campaign inactive until you’ve completed setup for all lines, ads and targeting for the campaign.
Now, save your Campaign.
Once you’ve set up campaigns, then you’ll need to create Lines, as described in the next section.
Lines are what you’ll configure to set CPM vs CPC, pacing and other information for your campaign.
Campaigns can have a number of Lines. You may want to use Lines to target specific audiences or to traffic different creatives with specific pacing and/or weighting parameters.
Follow these steps:
- Start by giving your Line a name.
- Then, select Media type Display for native ads, or Video for Video ads.
- Choose a begin date and end date for the Line. The Begin date must be on or after the begin date for the Campaign and the End date must be on or before the end date for the Campaign.
- Next, choose a billing method and pacing for the campaign.
Here you can choose to run the campaign either as CPC (cost-per-click) or CPM (cost-per-thousand).
You can choose to have the pacing run evenly during the length of the Line time period, or you can set a daily budget for the Line.
- For Fixed CPM, in Bidding & Goals choose “Goal Type” None, and re-enter the CPM price
- For Fixed CPC. in Bidding & Goals section choose “Goal Type” CPC and 0% Profit Margin.
You may choose to keep you Line inactive until you’ve completed set up for all ads and targeting for the Line.
After saving your Line, you can:
- Attach creative to the Line.
- Set up targeting for the line.
Attach Creatives to Lines¶
Once you create a line, return to the campaign that you created the Line under. You’ll see a tab Ads. To attach an ad that you’ve previously created under the advertiser, click this link.
Click Manage Creatives to add ads to specific Lines. Note that if you attach more than one ad to a Line, ads will be rotated evenly between those ads.
You must create/upload ads at the advertiser level before attaching those creatives at the line level. Do not create ads in this section.
Set Up Targeting For Lines¶
The following are targeting options for Lines:
Location – Note that you may choose one of the following geographic targeting, but lines may not target both.
- Country, State, City, DMA
- Zip/Postal Codes
Frequency Capping – You can choose to cap the number of times your Line’s ads are shown to a given user, by Minute, Hour, Day, Week, or Month.
Dayparting – You can run your Line’s ads on certain days of the week or specific times of the day.
Audience - To target by audience, you must create the Audience at the Advertiser level and save the audience. If you’ve done this, you can search for the Audience by name here.
Demographic – You may target the line to specific genders or age groups. Yahoo’s Best Known Demo are used to determine age & gender.
Ad unit-level targeting – Search to find any ad unit you’ve already created to target ads to specific ad units. Lines not targeted to specific ad units will run across all ad units.
Language-specific Targeting – Finally, you may choose to target by specific languages.
Reporting & Billing¶
You can report on Direct Ad activity using the same interface as Reporting for Gemini and Programmatic demand.
To view reporting for Direct Ad activity, click Reporting on the left-hand navigation.
You may want to report by Advertisers or Campaigns. These dimensions are exclusive to Direct Ad serving. When you choose to report by Advertisers or Campaigns, the ad source “Direct Ads” will automatically be added to your filter and all reporting will include direct ad activity only.
To show Advertiser metrics in the Activity detail table, choose to report by Advertiser. To show Campaign metrics in the Activity detail table, choose to report by Campaign.
Choose either Campaign or Advertiser as your Report by dimension for your end of month billing. You can then export the activity detail to bill your advertisers.
You may also report Direct Ad activity by Application, Ad Unit or Geography. To do so, select any of these three in the Report by dropdown, then expand the Filter section. In the Ad Sources filter, select Direct Ads.
This filter must be selected by itself, as direct ads cannot be reported together with other Yahoo demand sources.
To get access to direct ad serving, contact your Yahoo account manager.
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