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5 Answers

Weighting Publishers

Asked by: StephenL 470 views User Questions

I have set up 2 campaigns per zone.

My “Base” list and my “A” list. Publishers with a decent CTR get added to the “A” list where they are allocated more impressions. (This is the only way I could see to give extra weight to the better publishers).

It’s not a perfect solution, because it is essentially a separate campaign and all that that means.

My question though is as follows:

At the moment I initialize each campaign with say 10000 impressions. I start off the base campaign, and then after a week of getting feedback I begin the A list campaign (both with even distributions).

Is it better to give 20000 impressions to the Base list, and then when I begin the A list to subtract and transfer what I need, or should I keep them separated from the start.

In a case like this, how would changing the numbers affect the distribution?

Is there a better way to do what I am doing (regarding giving weights to the Publishers)?

5 Answers



  1. on Feb 16, 2007

    Is it better to give 20000 impressions to the Base list, and then when I begin the A list to subtract and transfer what I need, or should I keep them separated from the start. In a case like this, how would changing the numbers affect the distribution?

    If the base list isn’t converting clicks well, I would say to transfer those impressions to the A list. Changing the numbers will cause the distribution rates for the campaign to be recalculated, but the impact should be minimal. When calculating distribution rates the ad server only looks at the number of impressions that remain to be delivered and the amount of time it has left to deliver them, so the distribution will remain smooth but it will slow down a bit since there will be less impressions to deliver.

    Is there a better way to do what I am doing (regarding giving weights to the Publishers)?

    Unfortunately there’s no easy way to do this. You would have to set up individual zones for each of your publishers so you could weight campaigns different for each of them.

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  2. StephenL on Feb 16, 2007

    I thought about different zones, but as each publisher has 2 possible size ads, and I am hoping that we eventually get a lot of publishers, that would make a tremendous amount of extra work for me (not as if this way doesn’t).

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  3. StephenL on Feb 16, 2007

    I’ve put in more thought, and have started implementing individual zones for each publisher. It gives me the control I need, so it makes sense, even though it is a lot more work.

    Now I just need to get all my publishers to make the changes in a timely fashion, and not screw up their code.

    What happens if I have a campaign where a specific publisher is excluded but his zone is included. Will the ad show on his site or not?

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  4. on Feb 16, 2007

    StephenL wrote: What happens if I have a campaign where a specific publisher is excluded but his zone is included. Will the ad show on his site or not?

    No, the campaign won’t show on his site if his account is excluded from it.

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  5. StephenL on Feb 20, 2007

    I set up the personalized zones (and most of the publishers moved over) and this was exactly what I wanted. It’s a bit more work to setup and maintain, but now I have full control over the publisher weights, and I need fewer campaigns set up per advertiser.

    Excellent.

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