PIXELS! 12/3/2015

Agenda What is a Pixel? Pixels…how do they work? Signal Tag Management Example 3rd Party Pixels

What is a Pixel? Here it is! A pixel! Yes…not the kind I’m talking about. Here it is! A pixel!

What is a Pixel? Pixel (also known as a "web beacon" or "tag") is an invisible object embedded in a web page or an email. Pixels are used for tracking email opens & website visits/conversions in conjunction with online ad tracking/impressions. There are 2 types of pixels: 1.) Client-side which relies on cookies stored in the user’s browser; 2.) Server-side which relies on the server storing a unique identifier

How does a pixel work? (non-technical overview)

How does a pixel work? Even though the pixel is virtually invisible to the client, it is still served just like any other image (or script) that you may see online Difference is that an image from a web page is served from the site’s domain while the image is served from the ad server’s domain. This allows the ad server to read and record the cookie with the unique ID and the extended information it needs to record. A pixel isn’t completely invisible….its just a snippet of code or an image <script type='text/javascript'> var axel = Math.random()+""; var a = axel * 10000000000000; document.write('<img src="https://pubads.g.doubleclick.net/activity;xsp=799936;qty=];cost=[REVENUE];ord=[ORDERID]?" width=1 height=1 border=0/>'); </script> <noscript> <img src="https://pubads.g.doubleclick.net/activity;xsp=799936;qty=1;cost=[REVENUE];ord=[ORDERID]?" width=1 height=1 border=0/> </noscript>

Client-Side Pixels Most sites use client-side pixel tracking which is based on cookies that are stored on the user's browser & can be implemented using JavaScript, an Image or an Iframe. When a user visits a page the pixel sends the cookie information back to the tracking platform (e.g. LinkShare, Marin, Ad Partners) recording either a visit OR a conversion. Unfortunately client-side pixels aren’t always 100% accurate  Ad blockers & cookie deletion can prevent information from passing to 3rd parties

Pixel Functional Flow LinkShare Affiliate Program Site Ad Retargeting Leaves Sephora.com Client’s Computer Set Cookie Network Client’s Computer Visits other Sites Set Cookie Other Sites Visits site Redirect Redirect Visits site + browses Affiliate Site (e.g. Ebates) Sephora.com Sephora.com Sephora Ads AD AD See Sephora Ads + goes to site to purchase

How does a pixel get added to the site?

Signal – Tag Management System Signal (formally known as Bright Tag) is used to manage all 3rd party pixels with limited development needed Benefits: No Sprint dependencies Assign pixels to fire on specific pages Pixel templates (reduce errors) Pass custom variables based on 3rd party requirements Track pixel # of fires & errors Allows for pixel Preview, Activate, Deactivate & Delete

Pixels, Signal, Ad Campaigns… How do they all tie together?

Sephora & Facebook

Sephora & Paid Search Weekly Specials  High traffic page Paid search campaign for “Sephora Deals” based on traffic, conversions & keyword searches Click-through on paid search campaign triggers image pixel to fire – attribute click/conversion to paid search campaign

Sample 3rd Party Pixels MediaForge – Ad Retargeting FlashTalking – Ad Creative Testing Facebook – Retargeting & Conversion Twitter – Track Conversion Google DoubleClick (Havas agency) OwnerIQ – Ad partner LinkShare – Affiliate Partner Marin – Paid Search Google AdWords & YouTube Yahoo-Bing – Paid Search RewardStyle – Content affiliate partner Visual IQ – Attribution Partner SkimLinks – Content affiliate partner LiveRamp – Offline sale monetization

What about Mobile Apps? iOS SDKs Unlike the website & mobile web, cookies are not as effective in mobile apps because they cannot be applied everywhere as a clients' cookies are completely contained within each app. Cookies from one app cannot be shared with another app and that they remain private to each app. SDK and API are the mechanisms used to send data to marketing partners & ad platforms iOS SDKs Tune – Mobile Marketing Platform (aka MobileAppTracking OR HasOffers) Marketing and attribution analytics Access over 700 advertising partners Deep-linking capability for ad partners Facebook Drive installs with Mobile App Install Ads. Find your target audience with Custom Audiences for Mobile Apps. Monetize in your app with that Facebook Audience Network. Increase engagement with Mobile App Engagement Ads.

Helpful Links Signal Google Tag Manager Wikipedia SkillCrush