Your Guide to Trafficking in Campaign Manager 360

Before beginning to traffick your Campaign, it is important to understand the Campaign hierarchy to help you traffick efficiently to stay organized and save you time!

Campaign Hierarchy Explained

The Campaign Manager 360 platform consists of a stack of hierarchical levels with the Advertiser sitting on top. An Advertiser can have many Campaigns to represent different strategies. At the Campaign level, your goal is to traffick your media plan to generate Placement Tags to provide to your Publishers who will deliver your ad inventory. The objects included within a Campaign are defined below and are listed in the order that they appear in the Campaign hierarchy.

  • Sites are the websites, networks or mobile apps where ad inventory has been purchased from and can have many Placements assigned to it.
  • Placements represent the ad slots that have been purchased with a media buy and can have many Ads assigned to it.
  • Creatives are the art or creative assets that will be shown to users when an Ad is served. Creative can be shared across Campaigns and assigned to many Ads.
  • Ads serve as a bridge between Placements and Creative and control how or when Creative is served. Ads can have multiple creative versions assigned to it and can be assigned to multiple Placements across different Sites.

Trafficking Workflow

We recommend to traffick your Campaign following the described workflow to help you stay organized. However, once the process and hierarchy become more familiar, the workflow may be modified to fit the best process for your team.

Step 1: Create a Campaign

Create the shell of your Campaign that you would like to create under your Advertiser. Each Campaign can have different Placements and Ads for your marketing strategy. The properties define your run dates and can control other default settings to apply to your Campaign.

  1. Select Campaigns from the navigation bar at the top of CM360.
  2. Click on the New button.
  3. Enter the name for the Campaign.
  4. Assign the Campaign to an Advertiser.
  5. Enter the Campaign Start and End Dates.
  6. Create a Default Landing Page URL.
  7. Click Save.

Step 2: Create Placements

The purpose of creating Placements is to represent what was purchased within your media buy. For each Placement that is created, CM360 will generate a code snippet or Placement tag to provide to your Publishers for implementation.

  1. Click on the New button and select Placement.
  2. Select Current account or Site Directory to access the list of Sites.
  3. Search and select the Publisher Site from step 2.
  4. Enter a name for the Placement. The name should represent what was purchased within your media buy.
  5. Set all required Placement property settings.
  6. Click Save.

Step 3: Upload Creative

When you upload Creative at the Campaign level, it will automatically be added to the Creatives tab at the Advertiser level which allows it to be shared across other Campaigns. We recommend uploading Creatives at the Campaign level using the Batch upload option described below. However, if you need to add existing Creative from your Advertiser to your Campaign, you may use the Add from Advertiser option instead. Learn more about options to upload Creative.

  1. Click on the New button and select Batch upload.
  2. Select Creative Assets if you have creative files to upload into CM360. You can also choose to batch upload third-party asset URLs.
  3. Select files to upload.
  4. You can select multiple files or a .zip file of all your assets. When uploading HTML5 creative, you will be required to upload a .zip file and a backup static image to associate with it.
  5. Click Next.
  6. If you are uploading a static image of a particular size for the first time, CM360 will prompt you to select Default creative to generate Default Ads. Default Ads are system Ads that can serve if there are no other eligible Ads available. It is recommended to use brand-neutral creative for your Default Creative.
  7. Click Next and Save.

Step 4: Create Ads

Ads function as the bridge between your Placements and Creative and control when your creative is served. Create at least 1 Standard Ad for each Placement for CM360 to serve. Learn more about all available Ad types.

  1. Click New and Standard.
  2. Enter a name for the Ad. The naming convention should help you identify the Ad in reporting.
  3. Set the Ad Status to Active.
  4. Enter the Ad Start and End Dates to indicate when the Ad is eligible to serve. It is recommended to set the Ad Start date to the current date to allow for testing.
  5. Set any other desired Ad Delivery properties (optional).
  6. Expand the Creative assignments section and click Edit creative assignments.
  7. Select the Creative(s) you would like to serve/rotate.
  8. Scroll to the right of the Creative name to select or set landing page.
  9. Expand the Placement assignments section and click Edit placement assignments.
  10. Select the Placement(s) you would like the Ad to serve to.
  11. Click Save.

Step 5: Download tags

Export the relevant Placement Tags to provide to your Publishers for implementation. Export all available tag types to allow your Publishers to select an acceptable tag type.

  1. Click Tags and select Download tags.
  2. Select Excel as the Format (recommended).
  3. Click Download.

Step 6: Verify Impressions (recommended)

After Placement tags have been implemented or tested, we strongly recommend monitoring performance data 24 hours after a Campaign has gone live by viewing reports from Reporting.

Helpful Resources

To access the Campaign Manager 360 Help Center, please click here.

For additional training on Campaign Manager 360, please access self-paced modules and certification via the Skillshop.

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