Table of Contents
Overview
The Tools menu in the Trafficking module contains objects that are optional to create, but can help make the campaign trafficking process more intuitive or streamlined.
Tools Menu Features
Bulk Status
The bulk status page provides a view into the status for all pending uploaded line item and creative settings. Once a bulk edit has been made, visit this page to understand if an upload was either successful, or failed for a particular reason. Any errors during upload will display a warning error message with a failed reason.
Creative Add-Ons
Creative add-ons are pixels or scripts that get added to existing creatives for impression tracking in association with banner or video ads. Creative add-ons can be associated with multiple creatives and can be included by default for all new creatives in an account. Common use-cases include viewability and verification for vendors, as well as impression trackers. Creative add-ons cannot be used with any native creative formats.
Deals
Deals are an advanced agreement on purchased inventory between a buyer and seller. Deals present opportunities for publishers to charge premiums on their inventory or pre-negotiate terms that create the best opportunity on both sides of a transaction. Beeswax offers four different deal type options: See Create a Deal for more information on deal types. After creating a deal, line items can target that deal under the App/Site targeting section, and reportable data for the deal's performance will be available in the Deal Report. Although deals can be created within the UI, buyers also have the option of using an external deal. For this scenario, a publisher may create a deal in their system and then share that external deal ID with a buyer using Beeswax. That deal ID is then able to be targeted by a line item, which streamlines operations significantly.
Events
An event is a pixel created for the purpose of tracking conversions on web or mobile apps. When creating an event, identifiable information about the type of conversion will need to be entered for measurement and reporting. This information includes which advertiser will be associated with the event, along with a numerical value to represent what the conversion is worth. Certain advertisers may have a key performance indicator (KPI) of clicks or installs which would classify as a conversion, instead of a CPM-based measurement. Events have the ability to identify what that conversion should look like through the use of a form, and then a tag (pixel) will be generated based on the type of environment selected for the conversion. That pixel is then able to be copied and pasted onto an advertisers web or app environment to track the conversion such as a click or install. Once these actions are performed by the ad viewer, Beeswax will be notified of this activity, and the metrics behind these actions will be viewable from the events list view. Events that are created may be attributed to all line items in the network, or specifically selected campaigns or line items.
Lists
Lists create the ability to re-use large sets of targeting parameters for multiple line items. They are particularly useful when wanting to include or exclude large sets of items. For example, there may be a list of domains that should never be targeted on any line item. To easily exclude all of those domains in a batch format, a domain list may be created to be excluded on every line item. This saves time and makes it easy to maintain large lists of targeting parameters as part of a strategy.
Models
Models allow for a more intuitive and controlled approach to the way bidding strategies and delivery distribution operate. This is done by creating certain parameters in a table offline, and then uploading to Beeswax through the format of a file. Models create the ability to implement complex strategies and optimize delivery performance in a simplified workflow.
Modifiers
Bid and delivery modifiers are objects that play a crucial role in optimizing campaign performance and managing ad spend efficiently. This is done by giving the object certain modification values that can then be applied to line items or campaigns to help optimize the behavior and performance of the already existing strategy set on line items or campaigns. Alternatively, advertisers may create and select bid and delivery models to use as modifiers, instead of selecting specific modifier terms in the UI. These models are data tables that are created offline that define a set of criteria for bidding and delivery behavior, and then get uploaded to Beeswax for use as modifiers. Bid modifiers specifically control bid prices by determining when to modify them and by what factor and can be associated with any line item or campaign. They allow advertisers to implement sophisticated bidding strategies without the need for a separate bidding agent. For instance, advertisers can set a base bid and apply multiplier factors to adjust bids for different target segments like device models, geographic locations, user segments, custom lists, or ad sizes. These modifiers can increase or decrease bid prices after targeting criteria are applied. In addition to manual creation in the UI, advertisers can utilize bid and delivery models as modifiers. These models are data tables created offline, defining criteria for bidding and delivery behavior. Once uploaded to the account, these models are used to automatically adjust bids and optimize delivery based on predefined rules and metrics. This approach offers flexibility and scalability in managing bidding strategies across various advertising contexts.
Native Offers
Native offers are a set of defining parameters for delivery that associate to native creatives in a one-to-many fashion, meaning a single native offer may apply to multiple creatives. A native creative is a form of creative that would blend in with the ad experience or site. For example, a native creative could be a banner ad that fits the color and style of a website, so it matches uniformly with the content. Native is a format that could be both the creative type and the inventory type. In order for a native creative to serve, it must match a corresponding type of native inventory. Native offers are available to help uploaded creatives match inventory with native offer specifications. Some common assets of a native offer include a title, description offer, and call to action that can be applied to many different creatives in order to improve efficiency. Once the native offer is created, it must be associated to a creative object for line item association and additional creative details.
Presets
To reduce the time spent on manual processes when trafficking, presets are able to be created. Presets are a saved collection of settings for either campaigns, line items, or targeting. Once the preset is created, it is able to be used during the creation of a new object. For example, if creating a new campaign, there will be an option under the General tab to "select campaign preset". A pre-created preset will be selectable, and the settings defined in that preset will apply automatically to the campaign.
Segments
Segments are objects that contain a group of users for the purpose of targeting. Users may be added to a segment through either an event or segment tag placed in a live environment, or uploading a file with first-party data that contains users through a segment upload. When using a tag or pixel to trigger an event for adding users to a segment, the pixel can be incorporated into a web environment. Alternatively, users can be gathered by embedding the tag within a creative, thus capturing all viewers of that creative and adding them to a segment.
Segment Uploads
Segment uploads are a manual way to import a file containing user information for the purpose of adding users to a segment. Segment uploads support uploading .txt files with user segment data directly from the UI, or as API requests to update user segments. The segment upload object allows uploading a .txt file containing end user-to-segment mappings that contain user ID's followed by a segment key. When the file is uploaded with users mapped to a segment key, the segment is identified and Beeswax will automatically import those users to the identified segment so that it can be used for targeting on line items or campaigns. When uploading a segment upload file, the format must be .txt and each line must contain a user ID and the segment key.
Vendors
The Vendor object is created to define a fee that should be applied to a specific vendor when serving ads or bidding. The fee is set as a custom CPM or percentage and gets associated to another object, typically a line item or campaign. If applying a vendor fee at a campaign level, the fee will be taken from a portion of the campaign's total revenue, instead of an individual line item. When creating a line item or campaign, this fee can be selected and applied in the General screen under Vendor Fees. Vendors belong to an account and are not advertiser specific, while global vendors are created by the system administrator and are available to all accounts.