Publisher User Manual Pool Management
Contents
1. Ln a gt TradeDoubler Market like you mean It Publisher User Manual Pool Management A manual on how to use the TradeDoubler performance based marketing interface CONTENT L INTO CU CTION Lecce cece cece ceeeceeeeeeceeeeeeveueeeeeeeeueeeeeeveuseeeeaeseeeeavaeuaeeneauuaeeevauauseeevauauseentanseenentes 2 About 0 x0 0 ee 2 2 arch 0 0 rtnn n nnn nn AAA REAAREAAEEANEEAREARREAARENARENARENAEERR REAREA REEERE 3 POOLOpHONS i re ee eT ere Tr 4 292 00 ne rT re 4 3 Create 201 0 annn rtnn nran Ann AAA REAAREAREEAREEAREAARENARENARENAEENAEEAREERREE EREE Rn 5 General SettingS nnnenensrsrsrsrsrrrrrrrrrrrrrrrrrrrrrrrerrrnrtrartrr rere ua 5 Advanced ttiNngS ssessrsrsrersrrrrrrrrrrrrrrrrerernrnrrrrrrrnrrrrtrtrnrrrrrnr aN Nvd dT OMENNNA AA LeD NEAT ANION 6 A AS Loe cecececcccecececeeeeueeeeeeeeueeeeeeeaueeeeeevaueeseeeeavaesetaugeeeenvauaeeeeevaugeeeenvauaeeeeevauaeeeentaneeaeentaneeanerers 7 ail VO SS ater atic ert cencecctceicteci E ETTE 7 BS oI Ua acct EEO EOE 9 AGINEAN 10 PONCO e E cdl clase ceecerecie cast heen ee tas eee en deaceeeetoeaeangeeeedeeceeececeese 12 7 9 IM ca 61 0 I CO 23 6 ee ee ene EEE E E ee E ee oe ne ee ne eres eer rere ree 13 CODY POO Lee ee TT Te er TT i eer cc TT 13 4 PoolOverview REDOML ccccccecceceececeeceeeeeeeeeeeeseeeeseeeeseeseeeseseeseseeseeeeeeseeeeseeaeeeeaesesaesaees 14 5 Pemfomance MEMS ececcccccceecceeeeeeeceeeeeeeeuceeeeeeeueeeeeeveueeeeeaveseevaueeseeeeee2. Add Pool to Pool It is possible to add this pool to another existing pool 1 Search for pool see the search chapter above 2 Clickthe name of the pool 3 Choose option Add to pool e Choose the poolsto add the pool to it ispossible to select more than one pool e Enterthe weight that the pool should have in the pool it isadded to 4 Click Add The weight of the pool Copy Pool It is easy to create a new pool by copying an existing pool 1 Search for pool see the search chapter above 2 Clickthe name of the pool 3 Choose option Copy pool e Enterthe settings of the new pool see chapter Create Pool for more information If any of the options are not available it means that one of the adsin the pool doesnot support the option CONFIDENTIAL 2009 TradeDoubler AB 13 4 Pool Overview Report TradeDoubler Market like you mean it The Pool overview report displays the performance of a specific pool for specific program sorted overspecified time penods 1 Click Other Reports and then Pool overview in the left hand menu 2 Enterthe cntena forthe report Choose Publisher Choose Pool Chose a penod orcustom penod entera Start date and End date Chose how to view the report Choose the columns that you need to view 3 Click Run report 4 Pooloverview with default columns Pool overview Publisher All Columns ID Foal Changed Imp UV Start date da MM yy 30 0307 End date d
3. The relative performance of programs makes sense the more similar programsare to one another and if the target group are similar What if the average ishigherthan the 90 percentile Then it is reasonable to assume that the top 10 of the sites are ea ming substantial amounts of the total program eamings CONFIDENTIAL 2009 TradeDoubler AB 15 Me Fe taf A S ts TradeDoubler e Market like you mean it What if the 90th percentile is higher than the average Then itis reasonable to assume thatthe top 10 of sites that eam from the program play a proportionally lesser part of the total Ifthe paid average isata reasonable level and the 90th substantially larger than the paid average it isreasonable to expect that if the program category applies to your target group it is would not be too difficult to eam well from the program How should zero values be interpreted If the 90t is zero but the paid average hasa value thiscan mean that the program has many sites and therefore the 90t falls short of being an active site It could also mean that relatively few sites generate revenue within the program If the paid average hasa zero value but the 90 hasa largerthan zero value Paid average meansthat no publisher has been paid forthe program so this means that it s probably a new program a poor converter or that there issomething wrong with the tanff structure If the 90 stillhasa value it means that some sites sti
4. that is lessthan or equal to 30 days before the curent date o Featured programs Programsthat TradeDoubler have selected e Rows per page Choose how many rows per page to be displayed 2 Click Search to display the search result or Advanced Search to refine the search Advanced Search 1 Click on Advanced Search fora detailed search Advanced search Ad type Website status All All Ad size f Ad name or ID Any size Width Height e Ad type Choos All Flash HML banners J PG GIF Pools or Text links e Ad size Choos a specific size or entera custom size in the text fields The search result will only display ads with a size that suits the pool that you are setting up e Lastupdated Search on when the ad waslast updated e Website status The relationship between the publisher and the program o Notapplied to The publisherhasnot applied to the program Accepted The website isaccepted to the program Denied The website isnot accepted to the program Ended The relationship with the website isended On hold The website wasnot viewable when the publisher applied o Underconsideration The publisher has applied to the program and is waiting forthe application to be considered e Ad name orID Enterthe ID orname of the ad O O O O 2 Click Search CONFIDENTIAL 2009 TradeDoubler AB TradeDoubler Market like you mean it Search Result The search result is displayed with clickable hea
5. Pool This page displays the adsin the pool and provides the possbility to enter weights of adsand pools The weight can be the order in which the ads are displayed asin the ordered pool but could also be set in percentage of its relative importance compared to the other ads in the pool When a pool is added to a pool the weight of the elements within that pool is recalculated to correspond to the weight that the pool hasin the pool General Settings Add ads Ads in pool Show code Edit elements test_MA paddypower com Ad name Free Bet 120 120 Program name Paddy Power Sportsbook GB Ad ID 16691910 Program id 23656 GB Ad size 120x120 Keywords Ad weight 34 oy Remove F Calculated element weight Default ad F 4 Advanced settings 1 To setthe Weight of adsor pools e Ordered pool State the orderin which the adsand pools should be displayed In the Weightfield enterthe number 1 forthe ad orpoolthat Should be displayed first Enter number 2 forthe ad or pool that should be disolayed second and so on e Optmized pool or Weighted pool Set the percentage weight of the ad or pool Please note that total weight foralladsand pools must be 100 2 Remove ad Tick the checkbox to remove the ad 3 Defaultad Chose ad to be the default ad thisisthe ad that isdisplayed to the visitor if there isa problem with the pool 4 Click Save at the bottom of the page CONFIDENTIAL 2009 TradeDoubler AB 10 fs T
6. age 20 1 Enterthe search cntena forthe element e Program name or ID Search for poolsthat are included in a specific program e Tanff structure You can narow the search by choosing Tanff structure of the ad Tanff structure indicates for which event typesthe ad hasan active tanff tanffsthat are gt than 0 Choose tanff structure Pay perclick or UV unique visitor Pay perlead Pay persale Hybnd click and lead Hybrid click and sale O O O O e Sortby Choose how the search result should be sorted The ads with the best results are presented first when this is applicable O O Last updated When the ad waslas updated Program name The default value sorts the result according to the alphabeticalorderofthe program name 90th EPC Ea mings per 1000 impression Payment metrics e UV e Clicks e Leads e Sales Website status The status of the website and the program Ad size CONFIDENTIAL 2009 TradeDoubler AB ta TradeDoubler Market like you mean it e Website name If you are running several websites choose the specific website where the ad Isto be published The search result then includes website specific details such asif the website isaccepted on the program that the ad isincluded in e Special conditions The special conditionshave been set up to promote certain programs forexample when there isa special offeron o All Disolaysall programs o New programs Programsthat have a start date
7. aveuaeentauenentananenes 15 Last revision 2009 01 14 anngr Statement of Confidentiality This document is the property of TradeDoubler AB and is strictly confidential It contains information intended only for the person to whom it is transmitted With the receipt of this document the recipient acknowledges and agrees that i in the event that the recipient does not intend to implement TradeDoubler AB s publisher network solution these instructions will be retumed to the address listed below at the earliest possible moment ii the recipient will not copy fax reproduce divulge distnbute or in any other ways compromise the confidentiality of this document in whole or in part without the expressed written consent of TradeDoubler AB and iii all of the information herein will be treated as confidential matenal with no less care than that afforded to confidential matenal of yourown company TradeDoubler AB has prepared this document TradeDoubler AB Sveavagen 20 111 57 Stockholm Sweden CONFIDENTIAL 2009 TradeDoubler AB G tra deDoubler SZ Market like you mean it Ait 1 Inttoduction Welcome to TradeDoubler Start eaming money from your website today it s quick it s easy and it sfree TradeDoubler partners with all types of website owners to successfully increase the value of their traffic Through TradeDoubler s platform you can monitor and evaluate the traffic to your website and convert it into rev
8. d MM yy SO 03 0F Unique impressions Click Leads LR CONFIDENTIAL 2009 TradeDoubler AB Sales CR Sales amount Sales value 14 Me ts TradeDoubler lt Market like you mean it 5 Performance Metrics The performance metncsare indicatorson how wella program converts traffic to commission All metncs are based on data from the previous calendar month The valuesare calculated for 100 clicks and 1000 impressions The main influences are the conversion the tanff structure and the tanff levels Other influences are traffic volumes in the program what sectors and also in some cases what type of publisher that they are working with Why do we publish it We believe in transparency asa company Transparency will minimize the waste of traffic within the network and allow for everybody to compete on an even level Why it is not published forall programs Some programsare new to the network and therefore we don t have enough data to supporta calculation Some advertisers cannot give out information that can be considered financial 90hEPC This value is calculated using all publishers in the program Avg paid EPC This value isthe average EPC value forall publishers that have been paid dunng the last month How to interpret Performance Metncs The values are only indicative Values are calculated on the basis of the entire network and should not be taken literally fora specific publisher
9. de Pool Settings EJ Pool name Pool type Weighted Pool Ad size Width Height 0 Connected websites Test Austria Telecoms Experts Compare Broadband askaprice where buye E Advanced settings e Optmizatioon cnitena only foroptimized pools o eCPM Average eamings per 1000 impressions o Conversion rate The optimisation is govemed by conversion rate the rate at which clicks are converted into sales We optimize on Impressions to maximize the amount of leads o Lead conversion rate The optimisation is govemed by lead rate the rate at which clicks are converted into leads We optimize on impressions to maximize the amount of leads o CTR Click through rate percentage of clicks for the number of advertising impressions displayed o Salesvalue Optimisation based on sales value e Ad size Choose a specific pool size orentera custom size in the text fields e Connected Websites Choose website to connect to the pool CONFIDENTIAL 2009 TradeDoubler AB a TradeDoubler Market like you mean it 3 Click Next Advanced Settings 1 Click on Advanced Settings to fill in more details of the pool Advanced settings Language English Description Supports iframe Yes No Pop up yes Ono Pop under yes No Time between pop ups 6 hours Frequency capping duration days e Language Select language Only adsin the same language can be added to the same pool e Desc
10. dings click to sort the result after that item Tariffs Performance Graphical Program an Avg name eo Ad name Ad sire Ca e a paid m rA d Applied DFDS Seaways Pool 118627 CCB 300x250 300x250 21 01 07 Accepted to poo E fitters Myofies Pool zas proffes LANE N 1200 foo o0 ooo o0 2o07 Accepted 333 ae On Net Pool 149875 468X60 pool 4p x60 0 00 0 00 21 01 07 Denied The following columns are displayed e Program name Click the name of the program to go to the general settings of the program From the general settings page it isalso possible to apply to the program Ad type Type of ad Graphical element ID The ID of the ad Ad name Click to preview the element Ad size The size of the ad Tariffs The X indicates that the tanff is active forthe ad Performance 90hEPC or Avg paid EPC see Performance Metric at the end of the document for information Last updated The date when the ad waslast updated e Applied The statusof the application to the program 1 Choose adsorpoolsto add to the pool by ticking the checkbox next to the ad You can only select ads from programs that you have been accepted too orfor which you are underconsideration 2 Click Add at the bottom of the search page 3 Inorderforthe new ad orpoolto be displayed set a weight forthe ad orpool see chapter Adsin Pool below CONFIDENTIAL 2009 TradeDoubler AB 3 TradeDoubler Market like you mean it Ads in
11. dsare randomised according to a weighted index The ad is given a weight that corespond to its relative importance compared the otheradsin the pool Ordered The adsin the pool are displayed ina specified order independently of which website the visitor views the pool Optmized The pool is divided into two parts static 30 of the impressions generated from the pool and dynamic 70 of the impressions generated from the pool The purpose of the static part of the pool isto introduce new adsinto the pool from which relative performance of adscan be measured The dynamic part of the pool calculates which ads are most likely to generate the highest income forthe website based on histonc data forthat ad and that website The ad which is most likely to generate the highest income isgiven the largest weigh CONFIDENTIAL 2009 TradeDoubler AB ta TradeDoubler Market like you mean it 3 Create Pool This chapter descnbes how to set up a pool To create a pool by copying another pool see Copy Pool at the end of thischapter 1 Click Ad managementand then Pools in the left hand menu 2 Click Create pool General Settings 1 Fillin the general settings of the pool e Pool Name Enterthe name of the pool e Pooltype Govemsthe rulesthat control how the ads belonging to the pool are rotated Choose between Weighted Ordered or Optimized See chapter Pool Types above General Settings gt Addads gt Adsinpool gt Show co
12. e hour in CET Central European Time Tick the hours that the ad should ovemde the other adsin the pool Enter the Start and Ends dates when this should be valid Click Save No other adscan have the same time penod the time penodsthat have already been selected forotheradsare marked in red CONFIDENTIAL 2009 TradeDoubler AB 11 a A y Ma TradeDoubler Market like you mean it Show Code This page displays the code of the pool L 2 Choose the website where the pool isto be published Tick the checkbox to select e JavaScnpt the default leave this if unsure or Iframe e Support Pop up e Support Pop under Use cache prevention Tick to enable cache prevention is used to make sure that the browser does not cache the link and thus guarantees that all impressions are accounted for Copy the code and paste it in the HML code of the website The code Is complete and hasbeen prepared with your ID It might take up to 15 minutes before the images appear on the website General Settings Add ads Ads in pool Show code Copy and paste the code to insert the pool on your site 2 TradeDoubler O JavaScript O Iframe O Fop up Pop under Use cache prevention The weigths for the elements included in t is pool are not valid Please edit the weigths for the elements belonging to this pool CONFIDENTIAL 2009 TradeDoubler AB 12 y Ma gP TradeDoubler Market like you mean it
13. enue Access our network of leading brand advertisers and build profitable partnerships Select the best deals that suit your business model Offer your webstte visitors well targeted compelling advertising to boost the appeal of your content Work with TradeDoublers expert teamsand gain a virtual workforce committed to growing your online revenues and partnerships with top advertisers on your behalf Optimise the advertising soace on your website by measunng the effectiveness of ads TradeDoubler administer all payments and ensure you are paid reliably and on time About Pools A pool isa set of ads displayed in a specified order and isa convenient way fora publisher to include multiple ads on the website There are different types of pools see the specification of pool types at the end of chapter two The pool provides possibilities to Optimise ads Push or withdraw incentives Display specific adssuch astime limited promotions Combine product offers with brands CONFIDENTIAL 2009 TradeDoubler AB 4s TradeDoubler Market like you mean it 2 Search Pool 1 Click Ad managementand Pools in the left hand menu and then Search pool 2 Created poolsare listed use this page to search edit ordelete existing pools AdTool Contextual ads Pools Product database Search pool Pool Category Own pools Pool type jal Pool name or ID Ad size A ve Activity name or ID Nidth Height Ad name or ID Rows per page o M Po
14. ll generate revenue within the program but that they are new to the program EPC and graphical element search some graphical elements display extreme value These can in most circumstances be denved from the fact that there are relatively few clicks but some significant sales attnbuted to the graphical element in question Even more than for programs do not take these values as facts But evaluate them as one piece of information among other EPC and graphical element search asthere are fewer users per graphical elements there tend to be more 0 valueson the 90th percentile calculation than isthe case for programs CONFIDENTIAL 2009 TradeDoubler AB 16
15. ol ID Organisation Program Sire a 120x120 Standard Pool 462x60 Standard Pool a hs Add ads iq Ads in pool Any size Standard Pool Standard Pool aman 2 Standard Pool 3 Clickthe name ofa specific pool to view a list of editing options available for that pool The options available depend on the type of pool it is Click on one of the optionsto go direct to the page for editing the pool These optionsare explained in short below and in detail in the chapters to come 4 To search fora specific pool enter the search cntena e Pool Category Search forall pools yourown pools program poolsor TradeDoubler pools e Pool name or ID The name or ID of the pool e Program name orID Search for poolsthat are included in a specific program e Ad name orID Entername orID of ad e Pooltype Choos type of pool to search for fora specification see the end of this chapter e Ad size Choos a specific pool size orentera custom size in the text fields e Rows per page Specify number of rowsto display per page 5 Click Search CONFIDENTIAL 2009 TradeDoubler AB iif A TradeDoubler Market like you mean it i Pool Options General Settings To fill in the general settings of the pool In Advanced settings you can specify the pool further with language descnption and Frequency Capping duration the amount of daysa capping rule should apply 2 Add Ads To search forand add ad
16. radeDoubler Market like you mean it Advanced Settings In the advanced settings you set capping and manual ovemde rules that should apply for the pool A manual ovemde rule determines if a particular ad should be shown dunng a specified time pernod and only that ad The manual ovemde is independent on the weight that is set forthe ad If the ad is given a weight of 0 it is still shown during the manual ovemde times If for example there are 2 adsin the pool and each ad hasa weight of 50 both ads are shown equally as much before and after the manual ovemde times During the times of the manual ovemde only the ad with the manual ovemde is shown A capping rule determines how many times an ad in the pool can be viewed ina unique browser If you for example set the Capping rule to 3 the ad is shown 3 times Capping rules are dependent on Frequency capping duration where the amount of daysthat the Capping rule should apply is set For Frequency capping duration see Advanced Settings in the General Settings forthe pool E Advanced settings Frequency capping Yes O No Manual override No of imp 1 To create a Capping rule e Frequency capping Tick Yes e Enternumberof impressions that the ad should be exposed to in one unique browser before it stops showing 2 To create manual ovemde e Clickthe date chart a popup opens where you should entertime and date forthe manual ovemde Each square in the chart represents on
17. ription Entera bref description of the pool e Supports Determines if the pool supports code settingsand popupsor pop unders By default they are all approved tick the checkbox to remove the support o Support iframe o Support pop up o Support pop under e Time between pop ups The time in hours set in this field determines the time interval before the visitorcan be exposed to the same pop up pop under pool again Frequency capping duration Set how many days the capping rules should apply forthe pool Capping rules detemine how many timesan ad in the pool can be viewed in one unique browser this rule is set in the page Adsin Pool If you forexample set the Capping rule to 3 and the Frequency capping duration to 1 the ad is shown 3 times during one day If you set the Frequency Capping duration to 5 the ad is shown 3 timesdunng 5 days 2 Click Save CONFIDENTIAL 2009 TradeDoubler AB Add Ads a TradeDoubler Market like you mean it To add elements to the pool firt make a search forthe element all the elements in the pool must be of the same size and language You choose element in the search result see chapter Search result below In orderforthe new ad orpoolto be displayed seta weight forthe ad or pool in Adsin Pools see chapter below Search for elements General Settings Add ads Ads in pool Show code Program name or ID Website name 2 TradeDoubler Special condition AIl Rows per p
18. sand other poolsto the pool The adsina pool must all be the same size and of the same language and can be eitheran ad oranother pool There may be options that are not available while setting up the pool this means that one of the adsin the pool doesnot support that option 3 Ads in Pool This page givesan overview of the adsin the pool and provides the following functions e To view the adsof the pool e To change the order in which way the ads in the pool are displayed or to change the weights by changing the percentage of the ads the total weight must always be 100 e To seta default ad e To remove anad e To create a Capping rule to determine the amount of impressions allowed before an ad in the pool stops showing e To create manual ovemde rules this rule determines if a particular ad should be shown dunng a specified time penod and only that ad 4 Show Code This page provides the code forthe pool ready to cut and paste into the code of the website 5 Add to Pool To add this pool to another existing pool 6 Copy Pool To create a new pool by copying another pool 7 Pool overview The Pool overview report allows you to see the performance of specific pool for specific programs sorted over specified time penods When the result is displayed you can click on the pools na me to run the Ad report on the elements that belong to this pool 8 Delete pool Click to delete the pool Pool Types Weighted In Weighted poolsthe a
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