Product Demo: SiteScout RTB Platform

by Ratko Vidakovic on April 11, 2011 · 0 comments

This video is a brief overview of the SiteScout RTB (Real-time Bidding) Platform, which includes the following topics:

1. Selecting Site Placements
2. Creating Campaigns
3. Making Campaign Changes
4. Setting Up Conversion Pixels
5. Live Campaign Walkthrough

Here is a transcript of the video with hyperlinks…

The SiteScout RTB is a real-time self-serve platform that allows you to bid on traffic from some of the largest ad networks in the industry such as Admeld, Pubmatic, and the Rubicon Project.

1) Selecting Site Placements

When you log in to the RTB, the first thing you will see is a list of available site placements that can be targeted.

Filtering by Country:

You can filter the list by country, for geotargeting requirements. In this case we will choose the United States.

Filtering by Category:

You can also filter the list by category, for targeting specific demographics + verticals. In this case we will choose News + Reference.

Sorting by Impressions:

You can also sort by impressions, to see which sites have the most available traffic to bid on. For a good estimate of a site’s total daily traffic, select yesterday’s date and click Go, which will give you the best idea of how many impressions are available per day.

Viewing Impression Breakdown by Creative Size:

You can also see a breakdown of the impressions available for a specific site by ad dimensions.

Viewing Publisher Details for Denied Verticals and Ad Types:

You can also see which types of ads and verticals are denied by specific sites by clicking on “Pub Details”. This is an important step that every advertiser should view before selecting a site for a new campaign, since most publishers differ in their requirements.

2) Creating a Campaign

Selecting Sites:

Once you’ve decided on which sites you want to include in your campaign, simply check them off from the list.

New Campaign:

Click on “New Campaign” once you’ve finished making your selections. You should see your selections when the campaign window opens. Review them, then click Next.

Creatives:

From the “Creatives” tab, click browse and choose your first banner for the campaign. Then click “Add”. Once you’re done adding creatives, click Next.

Options:

From the “Options” tab, start by entering the Destination URL for your creative.

Then give your campaign a unique name.

Then set your frequency cap, which is optional, but recommended. 1 impression every 24 hours (per visitor) is a conservative setting.

Then set your default CPM bid. (NOTE: “Estimated Bid Price” will be available in the future.)

For this campaign we’ll set a daily spend cap of $500, and we’ll leave the status offline so we can control when the campaign goes live after approval.

Day Parting:

Optionally we can set day parting rules.

In this case we’ll set it to run from 5:30am to 7:30pm, and only on weekdays.

Geo-Targeting:

You can also set geo-targeting rules for each campaign.

Valid criteria are: Country, Region, City, DMA, ZIP, and Area code.

Once a campaign has been created, it will go into “pending” status until it’s been approved. Once it’s approved, the campaign will be ready to be set online.

3) Making Campaign Changes

Click on your campaign to view sites and creatives in the lower window.

On new campaigns, all sites and creatives will be set to “Pending” mode.

Once sites and creatives have been reviewed and approved, the campaign will be ready to go online.

You can turn campaigns or sites online or offline, and make bid changes, by editing the row items inline.

This can be performed on a campaign level, site level, and creative level.

4) Setting Up Conversion Pixels

Before your campaign goes live, you should place conversion pixels so that the platform will track your revenue.

Optionally, you can also use our Clickthru code to measure the number of clicks from your landing page to your offer.

Conversion code:

To do this, click the “Options” drop-down menu and click “Offers/Conversions”.

Give your conversion a name, which can be either the name of the offer or the action that’s being taken, and optionally, you can add a value to the conversion.

To get your pixel code and Clickthru tags, select your offer and click “Get Tags”. You will have the option of both a Secure and Non-secure pixel.

Copy your conversion pixel code from the interface and place it in the source code of the offer’s confirmation or thank you page.

ClickThru code (for landing pages):

Optionally, you can use our Clickthru code to track link clicks on your landing page to the offer.

5) Live Campaign Walkthrough

If we look at a live campaign, we can see the overall campaign stats.

Impressions Bid is the number of impressions your campaign has bid on.

Impressions Won is the number of impressions your campaign has won.

You can view campaign wide CTR and clicks totals, eCPM, as well as important conversion rate metrics, such as eCPA, to see what your effective cost is per conversion. And you see your total spend and revenue figures at a glance, if you are tracking conversions.

Per-site stats:

Select your campaign to view a per-site breakdown of the stats in the lower window.

This is an ideal area of the interface to perform on-the-fly optimization of your campaign, whether by changing bids or taking sites offline.

Per-dimension stats:

Double-click any of the sites to see per-dimension statistics.

This is a great way to confirm which areas of a publishers layout perform best for you.

Again, optimization can be done at this level both in terms of bids and disabling under-performers.

Per-creative stats:

Go to the creatives tab to view the performance of your campaign’s creatives.

You can see not only the CTR, but the amount of conversions each creative is responsible for, and their ultimate eCPA, which is a key indicator of a creative’s effectiveness.

Hourly stats (site, dimension, creative)

To drill down even deeper into the data, you can also view hourly stats for any item in your campaign.

This breakdown can be done on a site, dimension, and creative level.

The insights from hourly data is great fuel for creating day-parting rules for your campaigns.

Export to Excel:

You can also export all of your campaign stats to an Excel file for your convenience.

Other features not shown in this video are:

- Audience Targeting/Re-targeting
- The AdVault
- Per-offer stats
- Run-of-network (RON) campaigns
- Per-site Geo stats
- And more…

This concludes the SiteScout RTB demo. Thanks for following along, and feel free to contact us for more information or if you have any questions.

If you like this post, you should follow us on Twitter here.

(Note: This is our first attempt at a video, so let us know what you think in the comments!)

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