Sharing Knowledge

1×1 Tracking Pixels:

1×1 Tracking Pixels are actually GIF images that measure 1 pixel in width by 1 pixel in height.

What are they used for?

1×1 tracking pixels are used to record impressions. 3rd Party ad servers need to report to their clients both impression numbers and click numbers for all ad creative that the 3rd Party serves. Since 3rd Parties are set up to serve an image (GIF or JPG files), which is the impression, and then track the click-throughs on those images, they need to provide both an image and a click-through. Since HTML based ad products (such as START HERE textlinks), do not incorporate images, the 1×1 Tracking Pixel is used. The “pixel” is inserted into the HTML code, and every time the HTML code is served, the 1×1 pixel is also served, thereby allowing the 3rd party to record the impression.

1×1 tracking pixels are also used when clients are unable to serve banners, but still need to record impression numbers. The “pixel” is served with the banner, and every time the banner is served, the 1×1 pixel is also served, thereby allowing the client to record the impression.

UNSET Pixel:

Those pixels which are used to remove the imprint pixel.Unset pixel are also called as negative pixels .

Explanation – See how it works is like a user who reaches to the conversion page makes any purchase , the unset imprint pixel will remove the specific imprinted user from the pool ,But later on again if the same user comes up to the site will again be naturally imprinted..

So basically the unset pixel works as temporarily pixel to remove the user who has been converted.

Reverse/Complementary Imprint:

When we target all users who do not have an imprint pixel.  This is used to reach users who have not  been to the landing/home page before.  Use this for campaigns who are specifically looking for new users.  This is harder and won’t perform as well so be sure the client has adjusted their metrics accordingly

Negative Retargeting:

Negative retargeting is related to frequency capping, but slightly more finessed. Basically, it means not showing the user an ad for something that they have already purchased.So It’s like Why invest advertising budget into an ad for something the user has already purchased – disrespecting the user and running up the advertising bill at the same time?

Still, negative retargeting doesn’t mean that an advertiser has to stop advertising to that “already-purchased” consumer altogether. We need to stop advertising related to the same thing what he has purchased but needs to show him the complimentary thing related to what he bought , example if he has bought CD player he will definitely plan to buy CDs , similarly if a cricket bat is bought by any user , other cricket accessories may attract  him to buy that.. 🙂

FloodLight Tags:

A feature of DoubleClick for Advertisers (DFA) that enables advertisers to track and report on conversions. It is an iframe tag that renders when the page on which it is located serves. Floodlight tags are located on pages where conversions take place (for example, when consumers make purchases or complete online forms). DFA generates Floodlight tags and delivers them to the advertiser. Advertisers, in turn, place Floodlight tags on the confirmation pages or other pages where consumer activity is to be tracked.

Note : The advertiser(TF) pixel implemented cannot be seen firing on Http Fox , you need to look into the FLS (floodlight tag) internally.

What are In-House Ads :

In-house means within the house ,so the ad which refers to a self-promotional ad that a company or an ad network runs on their own inventories, say the websites are In-house ads. These In-house ads are generally used to cover up the unsold inventories.

Many ignore the In-House ads today but they are still valuable component which helps in optimization opportunities, measurability, data-informed targeting and of course filling up the unsold inventories also at times in ad network they are times used as default ads to be served.

In-House ads are basically free ads which are served when paid ads are ahead of the need of delivery schedule specified for them.Example : A campaign running for 2 months to serve 1,000 impressions, but in 1 month if the campaign has already served 700 impressions then to adjust the delivery for the left 1 month , in-house ads are served.

In-house ad is also served when all paid ads miss a required target.

What is Gross Impression and Unique Impression

One visitor can view many ads. A raw/gross impression is counted every time the ad is displayed to a visitor. It includes duplications and repeated viewings. For example: if a web page has 4 ads, 4 gross impressions will be recorded, one for each ad.

On the other hand, only one unique impression is counted per 24-hour period, even when the visitors view the same ad multiple times. After 24 hours, if this visitor views this ad again, another unique impression is counted. The reports for unique impressions/IPs show the activities of your visitors. Accurate unique impression counting relies on information from the cookie stored on your visitors’ browser. When the cookie is removed/deleted or disabled, a unique impression is the same as a gross/raw impression.

2 thoughts on “Sharing Knowledge

  1. nithin

    Hi,

    could you please provide me the 3rd party ad server tags details.and give me the some examples how its work exactly,

    regards,
    Nithin Rai

    • Hi Nithin,

      You can refer this link :http://www.knowonlineadvertising.com/macros-insertion/ . It has number of third party tags, the general working of the 3rd party tags are to pull the creative from third party server using script or iframe. A small piece of code helps to pull the creative or tag from third party servers. Every third party tag has their own set of code to complete this process.

      Regards,
      Avinash

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