Smart Versioning Pro Data Feed Limor Nadav-Greenberg| Solution Specialist January 2011

Data Feed

IKEA: Typical SVP Use Case

IKEA Use Case IKEA are managing all their products in an internal CMS which contains the different product names, images and prices. They would like to create 1-2 creative concepts with thousands of different products, and serve them across the US. They would like to optimize the products in the banner based on best performing product. Animation if needed Is “Fade - very fast”

SVP Workflow Upload SV Ad from Workshop (V 4.2 and up) 1 2 3 Upload SV Ad from Workshop (V 4.2 and up) Switch to “Multiple Versions” Populate Versions: Import Excel File Subscribe to data feed When switching between the two modes: Single Version  Multiple Versions – The user should be shown a message that ask him whether this ad should contain multiple creative versions and expose him a link to learn more about this capability – Do you want your ad to contain multiple versions? Click here to learn more Multiple Versions.”TBD. In case the user approves this change, the current values that are defined for the smart versioning ad in the different smart items, should appear as the first version in the multiple versions grid (see details below).   Multiple Versions  Single Version – The user should be shown a message that warns him the versions that are currently assigned to the ad would be deleted – Please note all versions that are currently assigned to this ad will be deleted. Would you like to continue?TBD. In case the user approves, all versions should be deleted and the smart versioning tab should be displayed (TBD – delete all versions only when the user saves the ad). In case the ad is attached the user should not be able to switch it back to a “Single Version” Ad – TBD.

2/13/2018 8:11 AM Boxes graphic is a single separate element placed on top of picture and groups Subscribe to Data Feed ALL LARGE TEXT Make sure the Character spacing is set to “tight” or “very tight” And make sure ALL lowercase Logo with white text place on top © 2010 MediaMind Technologies Inc | All rights reserved

Data Feed - File All creative data is updated on the advertiser side. Mass Versioning Ad All creative data is updated on the advertiser side. MediaMind will subscribe to the advertiser feed and apply all updates automatically (update, removal, addition)

XML File Structure Contains all the advertiser’s products and the information required to serve it. Should be aligned to MDMD format (support process)

Subscribe To Feed Steps 1 Enter the data feed URL 2 Map the different feed columns 3 Import the data to the system

Enter URL 1 The system analyzes the data feed to discover all its properties (columns).

Data Feed Mapping 2 The user is mapping each data feed column to a relevant property in the ad (Unique Identifier, Product name, smart items, Clickthrough)

Importing Data 3 The system imports all data from the feed and enter it to the ad’s versions list (The system will keep fetching the feed after the initial import).

Let the System Sweat For You!

Data Feed Set Up Enter XML URL address and press 'Get Data'

Data Feed Set Up Define 'Unique Identifier 'and 'Product Name' Each ad version has to have a unique value by which it will be identified in the XML. The data feed field which holds this information needs to be entered in the ‘Unique Identifier’ field. The Product Name does not have to be unique per version. If for example the product is Coffee Table, and the XML contains several ad version with this same product, but with different text or background – all these versions can have the same product name. What is important to remember is that the reports are aggregated by product name. Thus, if you want to have a separation in the reports between different ad versions – they should carry different names. Define 'Unique Identifier 'and 'Product Name' Note: Data in analytics is aggregated by Product Name.

Data Feed Set Up Map between data feed columns and Smart Items Data from the XML needs to be directed to each of the smart items that exist in the ad. Select the field in each version which contains the information that should go into the appropriate smart item. Note: Images may be hosted by the advertiser. In such cases, the feed will contain a URL which should be mapped to the appropriate image item in our system. If MM will host the images – the URL will be ours (CD will provide it). Map between data feed columns and Smart Items

Data Feed Set Up Check this to disable incompatible versions Select this checkbox if you want to disable incompatible versions (i.e., versions that exceed the allowable guidelines as defined in the Workshop). For example, if the number of characters in the Data Feed exceeds the number defined for its smart item. Check this to disable incompatible versions (Available only for text smart items).

To enter the URL using Excel select ‘Add manually through Excel’ Data Feed Set Up To enter the URL using Excel select ‘Add manually through Excel’ Enables reporting to a 3rd party vendor on each version’s impressions and clicks Version Clickthrough URL: select the field in the data feed that contains the value for the version’s URL. If you want to enter the URL using Excel (instead of via the data feed), then select Add manually through Excel. ‘Version 3rd party Clickthrough / Impressions’ enables reporting to a 3rd party vendor on each version’s impressions and clicks. URLs: Use in case the Data Feed contains information on clickthrough URL, or 3rd party tracking.

Data Feed Set Up Even Distribution: will assign equal weights to all ad versions. (within each group). Weighted: choose this option if the data feed contains specific weight for each ad version. MM will set weights automatically and dynamically according to the best performing ads in each group. Even Distribution: will assign equal weights to all ad versions. (If targeting is used, the weights will be divided equally across all ad versions assigned to the same Target Audience). Weighted: choose this option in case the data feed contains specific weight for each ad version. If the weights in each group do not sum to 100 – the system will correct for that automatically (add/remove weights proportionately to the weights assigned by the user). Automatic Optimization: Select this option to have MediaMind set weights automatically and dynamically according to the best performing ads. If targeting is used – this will be done separately within each target group. Rotation settings available in SVP: Even Distribution Weighted, Auto Optimization, Time Based.

Hours are formatted as: HH:MM Data Feed Set Up If you choose to define dates – you will need to define the format as well. Hours are formatted as: HH:MM Select ‘Assign serving periods to versions’ in case the feed contains different serving dates/hours for each version, or in case you would want to set it up manually through the Excel. The Feed format would need to be either DD/MM/YYYY or MM/DD/YYYY. The hours: HH:MM. (CD will make sure the format matches what the system can read). Time Based – Dates / Hours Can be set for each version

Choose Targeted Placements if the media buy was targeted. Data Feed Set Up Choose Target Audience if the feed contains a TA indication for each version . Choose Targeted Placements if the media buy was targeted. Targeting options: Target Audience / Targeted Placements

Targeting with a Data Feed 1 Select the column with targeting information 2 Let the system get all targeting values 3 Map targeting values to target audiences

Targeting with a Data Feed 1 Select the feed column that contains the targeting data.

Targeting with a Data Feed 2 The system will get all values that exist in the data feed for this column. London Paris Munich

Targeting with a Data Feed 3 Map these values to target audiences in the system London Paris Munich All new versions would be automatically mapped to a target audience according to the value in this field.

Choose Targeted Placements if the media buy was targeted. Data Feed Set Up Choose Target Audience if the feed contains a TA indication for each version . Choose Targeted Placements if the media buy was targeted. Map the Target Audiences in MM / Targeted Placements

Data Feed Set Up – Target Audience Mapping 1 Choose Target Audience if the feed contains a TA information for each version 2 Click ‘Add’ and select the relevant target audiences for this ad from the TA list. 3 Select the field in the XML which contains the target audience information and get data 4 Map each target audience to its corresponding value in the feed.

Data Feed Set Up – Targeted Placements Male Placement 2 Male

Data Feed Set Up – Targeted Placements 1 Choose Targeted Placements if the media buy is targeted and the feed contains targeting information for each version. 2 Click ‘Add’ and insert the target audience that each placement is directed to target Select the field in the XML which contains the target audience information, and get data. 3 4 Map each placement audience to its corresponding value in the feed.

Data Feed Set Up – Targeted Placements After the ad has been attached to placements: select the relevant value for each of the placements 5 Insert image here

Data Feed Set Up – Feed Settings By default - the Feed is set to be fetched every 24 hours automatically. You can always import the data manually immidiately. The system will stop fetching the feed after end date. By default the end date is set to 6 months after the first fetch. If the advertiser needs the feed to be fetched more frequently or beyond the end date – submit a request to the support team. The feed is fetched once every 24 hours, from the first time the XML was first imported. (If the first time ad versions were created was through Excel Import, and then a data feed was used – then the system will count 24 hours since the Excel was imported).

SVP Workflow Upload SV Ad from Workshop (V 4.2 and up) 1 2 3 Upload SV Ad from Workshop (V 4.2 and up) Switch to “Multiple Versions” Populate Versions: Import Excel File Subscribe to data feed When switching between the two modes: Single Version  Multiple Versions – The user should be shown a message that ask him whether this ad should contain multiple creative versions and expose him a link to learn more about this capability – Do you want your ad to contain multiple versions? Click here to learn more Multiple Versions.”TBD. In case the user approves this change, the current values that are defined for the smart versioning ad in the different smart items, should appear as the first version in the multiple versions grid (see details below).   Multiple Versions  Single Version – The user should be shown a message that warns him the versions that are currently assigned to the ad would be deleted – Please note all versions that are currently assigned to this ad will be deleted. Would you like to continue?TBD. In case the user approves, all versions should be deleted and the smart versioning tab should be displayed (TBD – delete all versions only when the user saves the ad). In case the ad is attached the user should not be able to switch it back to a “Single Version” Ad – TBD.

What is a Catalog Ad? Catalog Ad Mass Versioning Ad Product name image text Clickthrough Product 1 Goldnuts.jpg Gold Nuts www.gold.com Product 2 Milk.jpg Milk www.milk.com Product 3 Hershey.jpg Hershey www.hershey.com Text Image Text Image Catalog Ad Mass Versioning Ad

What is a Catalog Ad?

Dynamic Retargeting Tag Target a user with a specific creative version according to a specific page he was exposed to in the advertiser site. =AK7866 Advertiser Dynamic Retargeting Tag Mass Versioning Ad =AK7866 The media is bought targeted according to different states in the US The versions are created per each state differently The user will be able to classify the versions in a free text value This value would be available also for classification in the placements level Finally when the ad is attached to the placements, each placement will serve only the versions that have the same classification as the placement itself. User Cookie

Data Feed Set Up - Retargeting Select this option if the feed contains retargeting information. Choose the relevant column in the feed, and the appropriate dynamic tag (only dynamic tags are available here).

2/13/2018 8:11 AM Boxes graphic is a single separate element placed on top of picture and groups Fetch is complete ALL LARGE TEXT Make sure the Character spacing is set to “tight” or “very tight” And make sure ALL lowercase Logo with white text place on top © 2010 MediaMind Technologies Inc | All rights reserved

Q&A

Discussion /Game When is it advisable to recommend using SVP. What are the SVP limitations?

Hands On Hands on instructions will be printed out (too long).

Thank you!

XML Example Back