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10 Answers

Prioritizing Ads

Asked by: KarenD 772 views User Questions

What’s the best way to prioritize paid ads over barter/freebie ads? I’m not sure I understand the Chain & Priority settings.
Thanks!

10 Answers



  1. on Mar 07, 2007

    The ad server will always display campaigns from the highest chain possible. If you put your barter/freebie campaigns in a lower chain, they will only be delivered if no paid campaigns are available to be displayed. This may be because the paid campaigns have all completed/expired, reached their frequency or even distribution caps, or none of them can be targeted to a visitor.

    To understand priority, it is somewhat helpful to think of it as a weight factor. Campaigns with a higher priority will be delivered more frequently than other campaigns in the same chain as them. For example, a campaign with a priority of 10 will receive 10 impressions for every 2 impressions given to a campaign with a priority of 2, so a 5:1 ratio or 80%/20% split (10:2 reduces to 5:1).

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  2. KarenD on Mar 08, 2007

    Thanks Mike.
    So if I put all my paid campaigns at a 0 for Chain, barters at -1, and freebies at -2, I will ensure that barters or freebies won’t infringe upon inventory that a paid ad needs to deliver in a timely manner?

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  3. on Mar 08, 2007

    Yes, exactly.

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  4. KarenD on Mar 08, 2007

    Great. Is it ok if I ignore the Priority setting then if I don’t want to differentiate ranking among my paid ads (have them all on an equal playing field? (The priority is then just a subset within the Chain). Thanks.

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  5. on Mar 10, 2007

    Yes, if you leave all of their priorities the same the impressions will split evenly between them.

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  6. redbob on Nov 09, 2007

    To follow along with this topic a bit, I have the following classes of ads set up as indicated.

    Paid ads – Delivery = Even / Chain = 1 / Priority = 1
    Barters – Delivery = Unlimited / Chain = -2 / Priority = 1
    Bonus Paid Ads – Delivery = Unlimited / Chain = -2 / Priority = 1
    Freebies – Delivery = Unlimited / Chain = -2 / Priority = 1

    What I would like to do is prioritize the Chain= -2 ads so that they still all get a showing but Barters more than bonus more than freebies. Will this work if I keep the chain at -2 and set the priorities to say 6, 4 and 2?

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  7. renegade_mike on Nov 09, 2007

    Yes, exactly, you would want to adjust their priorities. When you adjust a campaigns priority, you are adjusting it relative only to other campaigns in the same chain. It’s kind of a hierarchy, with each chain being a separate rotation within the zone.

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  8. redbob on Nov 09, 2007

    Excellent, thanks. I’ll give that a try.

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  9. enncth on Dec 24, 2007

    We are running a geotargeted campaign that needs top priority on all available zones. All other paid campaigns are globally targeted, however, but they need varying priority levels assigned.

    I want to make sure I’m understanding this thread before I make any adjustments. If I place the geotargeted campaign on chain #1 and our globally-targeted paid campaigns on chain #0, a) the first priority is serving ads targeting Canada, and the system will default to global ads for non-Canadian viewers and b) the share of voice (priority) of global ads on chain #0 will be in relation to each other, not to the geotargeted campaign on chain #1.

    Thanks very much and Happy Holidays!

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  10. renegade_mike on Dec 25, 2007

    a) the first priority is serving ads targeting Canada, and the system will default to global ads for non-Canadian viewers

    Yes, that is correct. Visitors from Canada will only see the targeted campaigns from chain #1. As long as those campaigns can be served to them, they will not see campaigns from lower chains. You could, for example, set frequency caps on them if eventually you wanted them to see other campaigns.

    b) the share of voice (priority) of global ads on chain #0 will be in relation to each other, not to the geotargeted campaign on chain #1.

    That is correct. Priority is only relative between campaigns in the same chain.

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