IMPACTIFY GUIDE

ADVERTISING BASICS

1. Programmatic World

Before programmatic, advertisers and publishers were organized only around IO (insertion order) to plan the campaign delivery. Due to that, free ad spaces were not monetized.

To avoid unsold inventory, programmatic advertising has been developed.

Nowadays, programmatics hold a big share in the digital media mix.

Demand Side

An advertiser has the choice to subcontract the purchase of inventory with an independent Trading Desk (TD). In general, big advertisers have their own internal TD.

These TD connect to Exchanges passing through a DSP. Frequently, a DMP is used to increase the reach.

Demand Side / Sell-Side

The communication channel between SSP and DSP could be called Exchange (def: Automatised sales and purchase platform for online inventory)

There are 3 types of bidding processes, that are all based on real time bidding:

  • Open Auction
  • Private Auction
  • Preferred Deal

Sell Side

The publisher has the choice to organize the sales of his inventory with using an Ad Server (most common used: Google Ad Manager) or to subcontract with an Ad Network. 

There are many types of Ad Networks, the most common are:

  • Ad Network using different format providers (display, native, video formats) Ex: Moneytizer
  • Ad Network with its own technology like Impactify

From the Ad Server or Ad Network technology, connections are created with one or multiple SSPs to provide available ad spaces to demand sources. 

Real Time Bidding

2. Formats

a. Display

b. Video

Type : Outstream & Instream
Different formats: Inread, Corner, Slider, Mixed
Ex: Impactify (specialized Outstream), Digiteka (specialized Instream) 

c. Native

Has different variations. The goal of this format is to appear like an article or look like something which fits well within the content and delivers most of the time an image ad. 
Ex: Taboola, Outbrain, Adyoulike

3. Impactify Formats

The Impactify Video Player comes in 3 formats.
Formats Gallery: https://app.impactify.io/formats-gallery

For user experience, we allow only one tag per page for our Video ads. You just need to choose the format you need for your pages.

a. Impact Screen

also known as Corner Video or Slider Video

The player is positioned fixed to viewport, usually at the right bottom of the screen in the notification area.

b. Rising Screen

The player is small and positioned fixed to viewport at the middle of the right side of the screen. It expands on mouse over.

c. Inline

The player is located in the sidebar of the page. If the player is not in view when the user scrolls, it gets repositioned fixed to viewport like the Rising Screen at the right side of the middle of the screen or at the bottom aligned to the sidebar.