I am writing this article essentially, for all online media planners.I would discuss, the most commonly available ad server features which, would help all the media planners out there, to do an efficient media plan and productive campaign execution.I would highly recommend, all the planners to gain some basic ad server feature knowledge from the publisher ad serving person/Traffickers.
Frequency capping:It is a feature, which allows one, to set a limit to the number of times an advert shown to a given user at a given interval.
Example:A Frequency cap of 1 in 1 hour.For this setting, the Ad server would throw an advert to an unique user only once in one hour.
Ad Priority:Every ad server would allow, to set priority to an ad delivery.If you want, your campaign to deliver fast, you can check with Ad serving person to set higher priority to deliver fast.Similarly, you can reduce priority for slower delivery.
Even delivery:This option would ensure that, through out the campaign period the impression burn rate is consistent.No surge and spike in impression burn.You can check, for the availability of this feature.
Daily capping:This feature allows to set a daily impression limit for a campaign.Once this limit is met, the campaign would not run for the rest of the day.
Category Set:By this feature, we can restrict the display of similar products of other advertisers appearing on the same time on the same page.Media planners can check with an ad serving person for this feature so as to ensure other advertiser's similar product does not get displayed when your advert is shown.
Companion positions:Sometimes if you have two campaigns of same advertiser on two different ad slots on a same page, the problem is both the advert might appear at the same time.Is not the inventory waste if you do a performance based campaign?In order to avoid this you can set the Ad server accordingly.This would stop the same advertiser's advert appears on the same time on the same page.Thereby, saving loads of inventory.
Targeting options:There are wide range of targeting options available.You can target based on area code, Zip code, Postal code, telephone code, city, country, state, operating system, browser, User behavior, Age, Gender, Internet Bandwidth, Time and Day,.. etc.So, use it.
Creative delivery:Many ad servers would have various options to deliver a creative based on its"Weightage, Clicks and Impressions". So, check with your ad trafficker if you want to manually increase weightage of your creative or setup can be made on the Ad server to optimize the creative based its upon impressions and clicks.
As jotted few features there would be lots many more which can help significantly help you .So, remember to spend some time to prepare a detail Ad server feature list and their use of every publisher you work with.Because, this would help you not only to Media plan but also to run efficient campaigns.