Become an expert on running your online advertising operations. Choose one of our base packages that best-fits your needs, then let’s work together to fine-tune it to perfectly match your unique business needs.
SILVER Package – Build Your Foundation:
Learn the basics for how to traffick all of your ad networks, direct advertisers, and internal house ads through an ad server. By the end of this engagement, you’ll know how to:
- Tell the ad server what spaces you have available on your website for advertising
- Upload and organize all of your advertiser information into the ad server
- Use naming conventions to stay organized and give yourself the best foundation for understanding the performance of your business
- Connect the ads you want to show to the places where you want them to show up on your website
- Generate ad tags most efficiently and understand where to insert them into your HTML for efficient and reliable ad serving and impression tracking
- Report on basic metrics like total impressions served and average CPM from your ad server’s built-in Reporting functionality
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GOLD Package – Optimize Your Setup:
Learn the basics for how to traffick all of your ad networks, direct advertisers, and internal house ads through an ad server. By the end of this engagement, you’ll know how to:
- Prioritize each of your advertisers and ad networks within your ad server so you always fulfill your contracts and so you show more impressions from your highest-paying ad networks
- Price your ad inventory and pass that information into your ad server so you can ensure that the most valuable ad is being served every time
- Frequency cap your ad networks to more efficiently allocate impressions between networks and keep your CPMs from falling off
- Geotarget your ad networks so you can reduce the amount of passback traffic and maintain higher CPMs
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PLATINUM Package – Advanced Optimization Techniques:
Learn the advanced optimization tips you won’t hear about at seminars or see written about online. These tips will help you boost your CPMs even higher so you have more resources to reinvest in growing your business. By the end of this engagement, you’ll know how to:
- Use Advanced Tiered Geotargeting (ATG): If you’ve got international traffic on your site, use ATG to price your inventory more accurately based on geography, allowing you to improve your CPMs not only for your international traffic, but your U.S. traffic as well
- Implement the Auction Boost Technique: This technique forces your second-price auction ad networks to compete against themselves and converts these auctions into something that more closely resembles first-price auctions, meaning more money for you.
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ELITE Modules – Join the 1% of ELITE Traffickers:
Learn the advanced optimization tips you won’t hear about at industry seminars. These tips will help you boost your CPMs even higher so you have more resources to reinvest in growing your business. Tack these modules onto any of the packages above to round out your skill set:
- Optimize passback traffic: Passback traffic can be a drag on your CPMs. Learn the reasons why passback traffic is bad, then learn all of the techniques at your disposal to reduce passback traffic while maintaining a strong fill rate
- Deep Dive on direct advertising: Direct ads can be many times more lucrative than ad networks. Learn all of the options you have for how to traffick direct ads (including roadblocks, rotating ad creatives, day-parting, and geotargeting) and which settings you should choose. We’ll also discuss techniques for getting more direct sales, packaging your inventory for better CPMs, and how to keep your advertisers happy by auto-generating and auto-sending them performance reports.
- Drawing Insights from Data Reports: Make smarter decisions about your business by using the wealth of data you already have in front of you. We’ll walk through key reports in your ad networks and your ad server and discuss what your data says about the current state of your business and how you can improve it.
- Report Deep Dive – DFP Yield Report: Find the money you don’t even know you’re leaving on the table. Learn how to use this report to diagnose problems with how you’ve trafficked your ads and understand where unfilled impressions are happening on your site. (Note: Requires an existing DFP account)
- ADVANCED PUBLISHERS ONLY: Report Deep Dive – AdX Bid Landscape Report: AdX’s most incomprehensible report is also it’s most useful if you know what to do with the data. This module will teach you what the report says, how to gain insights, and how to use those insights to setup a tiered trafficking system and boost your CPMs by having your ad network compete against itself. (Note: Requires an existing AdX account)