Overview

Trafficking within Beeswax is a fundamental process of managing and optimizing Campaigns across various platforms and channels. Trafficking, in this context, encompasses tasks such as creating a campaign, targeting specific audience segments, and selecting ad creatives. Additionally, Beeswax has different data offerings that help traffic campaigns and involves leveraging advanced algorithms and machine learning techniques to optimize ad delivery and maximize campaign ROI.

Accessing Trafficking Module

The Trafficking module is positioned in the top left corner of the Beeswax UI navigation. Hovering over the Trafficking module button reveals access to both Core Objects and Tools.

Trafficking Core Objects

The objects listed below are important for understanding how a campaign may be trafficked effectively.

Advertisers

Advertisers sit at the top of the hierarchy amongst Advertisers, Campaigns and Line Items. Create an advertiser in your account to assign a campaign, then a line item for successful Campaign workflow.

Campaigns

Creating a campaign allows creating particular settings like start/end dates and budget for a group of desired line items. The line items associated with a campaign can be relative to one another, which could be a reason they are grouped together for a particular campaign.

Line Items

A Line Item is the part of the campaign that is configured for specific delivery goals within the Buzz system. It corresponds to a given buying activity, defined by a bidding strategy, targeting criteria, and associated creatives.

Creatives

Creatives are associated to line items and contain the actual graphic that will serve during flight. 

Campaign Trafficking Workflow

To begin trafficking campaigns in Beeswax correctly, it's necessary to create specific objects. Beeswax adopts a hierarchical approach to campaign setup, meaning certain steps outlined below must be completed before advancing to others.