1 00:00:01,410 --> 00:00:04,110 Unknown: Okay, now that we have a chance to talk about ad 2 00:00:04,110 --> 00:00:06,210 servers, we're going to illustrate the actual process 3 00:00:06,210 --> 00:00:09,120 going with the process without an ad server and the process 4 00:00:09,120 --> 00:00:12,390 with an ad server. So if you're an advertiser, we have four 5 00:00:12,390 --> 00:00:17,460 different ad units here, you've got some 2491 60 by 602 300 by 6 00:00:17,460 --> 00:00:22,320 250. So total score, without non server, you have to individually 7 00:00:22,320 --> 00:00:26,010 send each of these files to each of the websites that you're 8 00:00:26,010 --> 00:00:29,190 working with. Now, in this case, we're talking about a pretty 9 00:00:29,190 --> 00:00:34,860 small campaign for ad units, five websites, but you can see 10 00:00:34,860 --> 00:00:39,630 this is a lot of work, fairly tedious process. And every time 11 00:00:39,630 --> 00:00:43,080 you send one of these, there is a chance that it could get lost, 12 00:00:43,170 --> 00:00:46,620 it could get corrupted, it could be missed.

It doesn't work, 13 00:00:46,620 --> 00:00:49,500 right. And you have to go back to each individual string and 14 00:00:49,500 --> 00:00:53,340 say, What happened? Where was the issue and how can we fix it? 15 00:00:54,540 --> 00:00:58,770 Not very easy. Also, when it comes to reporting, it becomes 16 00:00:58,770 --> 00:01:00,900 complicated because you said okay, We sent all that out there 17 00:01:00,900 --> 00:01:03,720 and now we got to make sure that they actually ran it. So you go 18 00:01:03,720 --> 00:01:06,840 to ESPN, AOL, CBS, New York Times deadspin, and you say 19 00:01:06,840 --> 00:01:09,300 Guys, can you send me a report, I want to see the impressions.

I 20 00:01:09,300 --> 00:01:11,070 want to see the clicks, conversions, whatever it might 21 00:01:11,070 --> 00:01:14,520 be. So they all send it back to all the different formats. 22 00:01:14,970 --> 00:01:17,910 There'll be maybe by day and maybe by month, maybe campaign, 23 00:01:17,940 --> 00:01:19,830 everyone's different. You got to compile it and put it all 24 00:01:19,830 --> 00:01:23,370 together into one easy to read report. However, maybe deadspin 25 00:01:23,400 --> 00:01:26,250 messed up. Maybe they were supposed to run them run a 26 00:01:26,250 --> 00:01:29,700 million impressions and they only ran 500,000.

But if you 27 00:01:29,700 --> 00:01:32,370 have no other way to tell deadspin, if they're feeling 28 00:01:32,370 --> 00:01:35,370 greedy, might just say, yeah, just only ran a million 29 00:01:35,370 --> 00:01:40,200 impressions, they won't No, not a very good system. Now, if you 30 00:01:40,200 --> 00:01:44,040 have an ad server, same websites, same ad unit, but 31 00:01:44,040 --> 00:01:46,650 instead of sending it individually to every site, you 32 00:01:46,650 --> 00:01:50,940 send it one time to your ad server. They create a package 33 00:01:51,420 --> 00:01:57,840 and send that package to each of the websites. Much easier for 34 00:01:57,840 --> 00:02:00,330 the advertiser because you send it one time to one person Let 35 00:02:00,330 --> 00:02:03,510 them take care of traffic games everybody else. Now, when it 36 00:02:03,510 --> 00:02:06,960 comes to reporting, the ad server will all automatically 37 00:02:06,960 --> 00:02:10,080 pull in reporting from all these different partners.

So you don't 38 00:02:10,080 --> 00:02:12,990 have to request it from any of your partners, you request it 39 00:02:13,260 --> 00:02:19,620 from the ad server. So, if deadspin only ran 5000 40 00:02:19,620 --> 00:02:23,070 impressions, you'll know because he ran it from the ad server. 41 00:02:23,400 --> 00:02:26,700 And when you use an ad server use it for billing. So you build 42 00:02:26,700 --> 00:02:29,820 off of those numbers. If ESPN was contracted for a million, 43 00:02:30,210 --> 00:02:32,130 and you check with their own server, when they ran a million 44 00:02:32,250 --> 00:02:35,880 great you payments for deadspin only ran half, then you check 45 00:02:36,090 --> 00:02:40,170 the only payment app. Another great thing for an ad server is 46 00:02:40,170 --> 00:02:44,310 if you change creative, so in this situation, we had version a 47 00:02:44,310 --> 00:02:48,000 and version B three two by 250.

Well, let's say version a isn't 48 00:02:48,000 --> 00:02:52,680 doing that well. So we want to add a new one version and see if 49 00:02:52,680 --> 00:02:55,470 you're up here with that and that server. Now you got to read 50 00:02:55,470 --> 00:02:59,670 traffic that to all of your websites. And then same thing 51 00:03:00,330 --> 00:03:04,020 You don't really know. With an ad server, all you have to do is 52 00:03:04,020 --> 00:03:07,440 on the back end say we're going to take out a switch and see. 53 00:03:08,340 --> 00:03:11,550 And that's it.

It'll automatically populate with all 54 00:03:11,550 --> 00:03:15,180 the websites. You can pull a report out of your ad server you 55 00:03:15,180 --> 00:03:19,350 can say, How did c do compared to a compared to be get all the 56 00:03:19,350 --> 00:03:24,150 data you need in one place. So if it's not obvious already, ad 57 00:03:24,150 --> 00:03:28,080 servers provide an immense value to every digital advertisement.