Overview

The Core Objects menu in Beeswax contains the four necessary components needed to efficiently operate an ad campaign. Unlike Tools, Core Objects are mandatory to create and have hierarchal value. For example, an advertiser must first be created followed by a campaign to associate the advertiser to. Once those objects are both created, line items and creatives may be associated to that campaign. 

Accessing Core Objects

Core Objects can be accessed by hovering over the Trafficking module button positioned in the top left corner of the Beeswax UI navigation.

Core Objects Menu Features

Advertisers

Advertisers are companies or brands that are looking to promote products to a target audience. Advertisers will create campaigns for these products that define revenue objectives, target audience demographics, geographic locations, ad formats, budget allocation, and bidding strategies. Types of advertisers may include various types of businesses from small startups to multinational corporations, or agencies representing multiple advertisers.

When using Beeswax as a DSP to run advertising campaigns, a company will login to Beeswax with created login credentials. Within the UI, multiple accounts and advertisers may exist. A use case for having more than one account or advertiser is having different customers under the main brand that need to be managed with separate campaign and reporting needs.

Campaigns

Creating a campaign allows configuring particular settings like start/end dates and budget for a group of desired line items. Line items grouped into a campaign provide flexibility in targeting, budget allocation, and bidding strategy. An example use case of a campaign could be an advertisement that has both web and mobile creative formats. Each of these formats can be associated to their own respective line item that both fall under the same campaign. Essential settings can be set on the line item level and do not have to get adopted from the campaign-level settings. This could include a separate start/end date, budgeting, and many more. To view how to create a campaign in Beeswax, please see Create a Campaign.

Line Items

After creating a Campaign and assigning an advertiser, the next step in the trafficking workflow is to create line items to associate with a campaign. A line item serves the specific purpose of controlling buying activity and targeting criteria. The performance of a line item can also be tracked using the Analytics tool by selecting the "Line Item ID" dimension in the report scope.

The line item is important for successful campaign delivery and requires efficient setup. To learn how to correctly set up a line item, please refer to Create a Line Item.

Creatives

Creatives are the graphic files that get associated to line items for delivery. These files contain the graphic that will be serving as either a banner, video, or native file format. When uploading a new creative, templates are selectable to identify which type of creative format will be used. For example, to create a banner ad where Beeswax hosts and serves the images, “Banner Image” should be selected. To create a banner ad creative where a Javascript tag is supplied to Beeswax, “Banner JS Tag" should be selected. 

When creating a new creative, there are a number of settings that allow specifying the type of creative, size, name etc. The creative will also go through a creative approval process that may be completed by different vendors. This section will contain necessary information on how creatives are added in the UI, and how to apply them to line items for delivery.