Frequently Asked Questions
Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.
While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. The ad can expand, float, etc. You can access aggregated metrics on your audience's behavior, including a number of expansions, multiple exits, and video completions to get granular data on the success of your campaign.
Rich media lets agencies create complex ads that can elicit strong user response. Using HTML5 technology, the ads can include multiple levels of content in one placement: videos, games, tweets from an ad, etc. If you have a simple objective to generate clicks or a more ambitious goal to create brand awareness, rich media is the format to go with.
A creative that either floats on top of a page's content or appears as a fullscreen ad during natural transition points in mobile apps, such as during launch, loading, and video pre-roll. Interstitial creatives served on web pages can move with the content or maintain a locked position as a user scrolls. The "Locked" option is enabled at the trafficking stage.
An ad server is where advertisers upload and track ads as it goes live. There is a small fee for using it, but the benefits it brings, easily outweighs the cost.
When you run a campaign, you should normally spread your inventory buys across multiple ad networks, DSPs and direct publishers.
It is possible to run display ad campaigns without a third-party ad server. However, when you start buying large volumes of ad inventories from multiple traffic sources, the need for an ad server becomes clear – mainly for effective ad operations and campaign optimization.
Tracking the performance of your ads is one of the most important things to do for your ad campaigns. You must first be able to track the quality of the ad inventories, before being able to do any optimization.
Without a 3rd party ad server, there is no way for you to audit the inventory supplied by the traffic sources. With an ad server transparently reporting the metrics of your ads, from full breakdowns of inventory and ad viewability reports, you can then make necessary adjustments by blacklisting non-viewable inventories and whitelisting performing inventories.
At the same time, with the reports from the ad server, you can ensure the publishers or traffic sources you work with are accountable.
Ad servers are also usually tied up with dynamic creative optimization technologies, where you can create dynamic ads which content changes according to the data fed to it. For example, you can create dynamic ads that change according to the weather.
Airtory gives you more control over your ad creatives, even beyond choosing the types of ad formats you want to run.
Most publishers do not have the technology and expertise to do creative A/B testing. You would, however, be able to do effective A/B testing with an ad server.
In a usual media buy campaign, you would have direct buys into several publishers. You would then depend on the publisher’s ad operation team to manage your campaign – optimizing and providing you with reports. The problem in working with this practice is that ad operations will become messy as you work with more publishers.
With an ad server, you can track ad performance from every publisher, under a single dashboard – making it easy to compare the results from different traffic sources, then making necessary optimization.
The ad server also serves as a check & balance tool, ensuring your partnering publishers or traffic sources are reporting the rightful amount of impressions and clicks.
Reporting practices vary to different publishers, with a few of them providing you with reports as late as a week or even a month.
With this practice, it becomes impossible for you to make any campaign optimization to hit your KPIs, eventually causing you to lose ad budgets.
Ad servers usually tracks ad performance on the ad tag itself, so you can track your campaign performance in near real-time. This enables you to make necessary traffic or creative optimization, early on in the campaign.