Online Marketing and the Joys of Trafficking

This week’s post from the media team comes from Mary, one of Resolute’s most recent hires, who has quickly transitioned from college life to ad trafficking pro.

Before I began my career at Resolute Digital three months ago, the concept of traffic to me merely meant stop-and-go cars on the road. Fast forward to the present and I look at traffic in a whole new light. Trafficking a digital ad campaign from start to finish can be a very detail-oriented, and from what I’m learning, painstaking process. My first days at Resolute conveniently coincided with one of our biggest trafficking campaigns, volume-wise, to date. Needless to say, I had to to learn quickly. Along the way, I picked up a few tips and tricks—both from my team and through trial-and-error—to help streamline the process.

  1. Use the corresponding excel sheet provided by your third-party ad server to input your media plan.
    We use Google’s DoubleClick for Advertisers (also known as DFA or DART) to traffic and serve our digital campaigns. While setting up that recent campaign, we manually created each individual package and placement. It took two whole days to simply re-create the finalized media plan within DFA! This inefficiency was the inspiration we needed to look for a more effective solution. After some digging, we discovered that DoubleClick actually provides a system-friendly spreadsheet that formats your media plan and, with the click of a button, uploads your media plan into Doubleclick. To further streamline this process, we are now using this spreadsheet as our RFP to potential partners.
  2. Keep all naming conventions clear and connected.
    One thing that I’ve been taught at Resolute is the importance of naming all packages and placements in a clear, cohesive way. Package names should encompass all placements within the package and placement names should include the names of the packages to which they belong as well as to which creative size they correspond. While this may at times create some lengthy names, it makes assigning creative and ads a piece of cake. Keeping all of these names aligned eliminates confusion and makes double-checking your work even easier. Additionally, naming the placements the way the publishers do on their proposals and in the Insertion Order (IO) ensures that they will be implemented correctly on their end.
  3. Triple check your work.
    While these tips may help expedite the trafficking process, it’s best to still get in the habit of checking not only your own work, but having others look at it as well. There are many tiny details throughout the trafficking process and it is easy to make a mistake. On top of that, mistakes within campaign trafficking can often create larger problems that can affect your tracking and analytics. It’s best to have at least a second set of eyes look over your trafficking work to ensure your campaign will run smoothly!

These are just a few of the things I’ve learned at Resolute Digital thus far in the arena of trafficking ad campaigns. I’m proud to say that after trafficking one of our largest campaigns in Doubleclick, I made it out alive and am here to reflect and tell the tale today.

Author
Mary Rykaczewski
Digital Strategist
Posted
08.09.13
Colby Lundberg
Media Director

Since 2008, Colby has played a lead role in Resolute’s digital marketing division. In her current role as Media Director she manages key client relationships and primary projects engagements coming up with strategies to meet and exceed their business goals. Colby is certified in both Google Analytics and Google AdWords. Colby attended Washington University in St. Louis, where she graduated Magna Cum Laude with majors in Marketing and International Business.

Contact Colby