1. 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Kris Fortney | Global Client Tech Support November 2011 Ad Serving Flow and Serving Architecture

2. © 2010 MediaMind Technologies Inc. | All rights reserved ▸ HTTP and Fiddler UI ▸ Ad serving flow ▸ Serving architecture ▸ Viewing an ad and its files with fiddler Agenda

3. © 2010 MediaMind Technologies Inc. | All rights reserved HTTP requests and responses ▸ Requests are sent from the browser ▸ Responses are sent form the server Animation if needed Is “Fade - very fast”

4. © 2010 MediaMind Technologies Inc. | All rights reserved ▸ After the browser receives a request a response code is returned indicating the status of the request HTTP response codes Animation if needed Is “Fade - very fast” StatusTechnical DescriptionNon-tech equivalent 200 OK message was received and accepted and any content is contained in the message body. ALL GOOD 302 Found The requested resource resides temporarily under a different URL. REDIRECT 304 Not Modified The requested resource has not changed and the client can utilize cache. CACHED ON BROWSER 404 Page Not Found The server could not find a matching resource at the URL supplied by the client. PAGE DOES NOT EXIST 500 Internal Error The server encountered an unexpected condition which prevented it from fulfilling the request. Pfffffft. Server blew up.

5. © 2010 MediaMind Technologies Inc. | All rights reserved HTTP sniffer: Fiddler UI Animation if needed Is “Fade - very fast” Sessions Requests Responses

6. © 2010 MediaMind Technologies Inc. | All rights reserved HTTP sniffer: Sessions Animation if needed Is “Fade - very fast”

7. © 2010 MediaMind Technologies Inc. | All rights reserved Request – What is sent to the server Animation if needed Is “Fade - very fast”

8. © 2010 MediaMind Technologies Inc. | All rights reserved Response – What comes back from the server Animation if needed Is “Fade - very fast”

9. © 2010 MediaMind Technologies Inc. | All rights reserved Servers, Ad Files, and Ad Flow where, what, when?

10. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ The publisher’s page is consisted of a publisher ad server call, which should retrieve an appropriate ad tag (hopefully ours…)

11. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ Now we have a page with our tags:

12. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Bursting Servers ▸ We have ~90 Bursting Servers residing in 8 Data Centers around the world, ready to “take the call” NY/NJ Netherlands/ Amsterdam LA Singapore Japan China

13. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ “The Chosen One”: Selects an Ad for the Placement Counts an Impression Returns a JS Response to Initiate the Ad Display

14. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ The initial server response consists of: var ebPtcl = "http://"; var ebBigS = "ds.serving-sys-dev4.com/BurstingCachedScripts/"; var ebResourcePath = "ds.serving-sys-dev4.com/BurstingRes//"; var ebRand = new String(Math.random()); ebRand = ebRand.substr(ebRand.indexOf(".") + 1); ebBigS = ebPtcl + ebBigS; ebResourcePath = ebPtcl + ebResourcePath; gEbUT = ""; gEbUT = "tp_PlacementID%3D549668%24%24tp_AdID%3D954807%24%24"; var ebO = new Object(); ebO.pi = 0; ebO.d = 0; ebO.sms = "ds.serving-sys-dev4.com/BurstingScript/"; ebO.bs = "bs.serving-sys-dev4.com"; ebO.p = ""; ebO.tn = "Banner"; ebO.bt = 5; ebO.bv = 14.000000; ebO.plt = 9; ebO.ut = gEbUT; ebO.w = 300; ebO.h = 250; ebO.pli = 549668; ebO.ai = 954807; ebO.ci = 63210; ebO.au = "Site-23204/Type-11/954807_27015f25-9794-45b0-b3ce-9807bf80a98b.js"; ebO.fvp = "Res/"; ebO.dlm = 1; ebO.oo = 0; ebO.fvp += "Dev4/"; ebO.pv = "_4_5_0"; ebBv = "_2_4_4"; ebO.rpv = "_2_5_1"; ebO.wv = "_3_0_1"; ebO.ta = "-1"; ebO.abp = "Site-15871/Type-20/955962/47c79cde-8024-4dc0-83cf-86aed89cfaae/"; ebO.dg = "11905"; var ebIfrm = ("" == "1"); var ebSrc = ebBigS + "eb" + ebO.tn + "" + ebBv + ".js"; document.write(" "); var ebDSGID = 16512; /* RichSupported */ Initializing General Variables (DS base path, Detected Browser etc.)

15. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ The Server response consists of: var ebPtcl = "http://"; var ebBigS = "ds.serving-sys-dev4.com/BurstingCachedScripts/"; var ebResourcePath = "ds.serving-sys-dev4.com/BurstingRes//"; var ebRand = new String(Math.random()); ebRand = ebRand.substr(ebRand.indexOf(".") + 1); ebBigS = ebPtcl + ebBigS; ebResourcePath = ebPtcl + ebResourcePath; gEbUT = ""; gEbUT = "tp_PlacementID%3D549668%24%24tp_AdID%3D954807%24%24"; var ebO = new Object(); ebO.pi = 0; ebO.d = 0; ebO.sms = "ds.serving-sys-dev4.com/BurstingScript/"; ebO.bs = "bs.serving-sys-dev4.com"; ebO.p = ""; ebO.tn = "Banner"; ebO.bt = 5; ebO.bv = 14.000000; ebO.plt = 9; ebO.ut = gEbUT; ebO.w = 300; ebO.h = 250; ebO.pli = 549668; ebO.ai = 954807; ebO.ci = 63210; ebO.au = "Site-23204/Type-11/954807_27015f25-9794-45b0-b3ce- 9807bf80a98b.js"; ebO.fvp = "Res/"; ebO.dlm = 1; ebO.oo = 0; ebO.fvp += "Dev4/"; ebO.pv = "_4_5_0"; ebBv = "_2_4_4"; ebO.rpv = "_2_5_1"; ebO.wv = "_3_0_1"; ebO.ta = "-1"; ebO.abp = "Site-15871/Type-20/955962/47c79cde-8024-4dc0-83cf-86aed89cfaae/"; ebO.dg = "11905"; var ebIfrm = ("" == "1"); var ebSrc = ebBigS + "eb" + ebO.tn + "" + ebBv + ".js"; document.write(" "); var ebDSGID = 16512; /* RichSupported */ Initializing Ad-specific Variables (e.g. AdJS path)

16. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ The Server response consists of: var ebPtcl = "http://"; var ebBigS = "ds.serving-sys-dev4.com/BurstingCachedScripts/"; var ebResourcePath = "ds.serving-sys-dev4.com/BurstingRes//"; var ebRand = new String(Math.random()); ebRand = ebRand.substr(ebRand.indexOf(".") + 1); ebBigS = ebPtcl + ebBigS; ebResourcePath = ebPtcl + ebResourcePath; gEbUT = ""; gEbUT = "tp_PlacementID%3D549668%24%24tp_AdID%3D954807%24%24"; var ebO = new Object(); ebO.pi = 0; ebO.d = 0; ebO.sms = "ds.serving-sys-dev4.com/BurstingScript/"; ebO.bs = "bs.serving-sys-dev4.com"; ebO.p = ""; ebO.tn = "Banner"; ebO.bt = 5; ebO.bv = 14.000000; ebO.plt = 9; ebO.ut = gEbUT; ebO.w = 300; ebO.h = 250; ebO.pli = 549668; ebO.ai = 954807; ebO.ci = 63210; ebO.au = "Site-23204/Type-11/954807_27015f25-9794-45b0-b3ce-9807bf80a98b.js"; ebO.fvp = "Res/"; ebO.dlm = 1; ebO.oo = 0; ebO.fvp += "Dev4/"; ebO.pv = "_4_5_0"; ebBv = "_2_4_4"; ebO.rpv = "_2_5_1"; ebO.wv = "_3_0_1"; ebO.ta = "-1"; ebO.abp = "Site-15871/Type-20/955962/47c79cde-8024-4dc0-83cf-86aed89cfaae/"; ebO.dg = "11905"; var ebIfrm = ("" == "1"); var ebSrc = ebBigS + "eb" + ebO.tn + "" + ebBv + ".js"; document.write(" "); var ebDSGID = 16512; /* RichSupported */ Loading the Necessary Client Script + Version (e.g. ebBanner_2_2_5.js)

17. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving Since the response is not cached and expensive, the ad configuration is almost entirely in the Ad.js (which is cached). However, the extra round trip is something we might prevent in the future.

18. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ The Client Code Loads all the Necessary Assets: Ad Configuration File (AdJS) Creative Assets (SWF) Additional Assets (FLV, F4V, SWF, MP3 etc.) ▸ All the Files are in one place ▸ So, how do we take care of redundancy and globalization? File Server

19. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ The Assets are downloaded from our Display Servers, which is actually an “origin” of a Content Delivery Network (CDN): Akamai. ▸ This way, only 5% of the traffic is reaching our origin DS. File Server (Display Server)

20. © 2010 MediaMind Technologies Inc. | All rights reserved MediaMind servers for Ad Serving ▸ Two main serving systems for ad serving Bursting Server bs.serving-sys.com Takes information from the ad tag Talks to the database Decides which ad to show Knows where all the assets are Display Servers ds.serving-sys.com Hold all the files an ad needs to display Assets and scripts Part of a large content distribution network – Akamai

21. © 2010 MediaMind Technologies Inc. | All rights reserved Ad tag – What gets passed to the Bursting Server ▸ data is passed via the URL’s querystring ▸ http://bs.serving- sys.com/BurstingPipe/adServer.bs?cn=rb&c=22&ifl=$$/default/eb/$$&pli=754211&PluID=0& ai=1358143&t=1&w=300&h=250&ucm=0&ord=%time% KeyValue cnrb c22 ifl$$/default/eb/$$ pli754211 PluID0 ai1358143 t1 w300 h250 ucm0 ord%time%

22. © 2010 MediaMind Technologies Inc. | All rights reserved What static files are delivered from the Display Servers? Animation if needed Is “Fade - very fast” FilesFunction Ads.js fileHolds specific configuration information for the ad Ad serving behavioral templatesJs files which hold the code to provide the functionality, ie floating ads, expandable ads Gif or jpg filesDefault image files Swf filesSwf files for default and rich banners FLV, WMV or other additional assets Video assets (progressive download only in http)

23. © 2010 MediaMind Technologies Inc. | All rights reserved Rich banner ad flow Animation if needed Is “Fade - very fast” BS Decision Call Yes count impression no Display blank BS response ebBanner / ebExpBanner.js Ad.js Set ad parameters Report to 3 rd party Load js files Sufficient plug-ins Show banner Yes Default image No Something to display Yes User views a web site With eyeblaster script tags

24. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ Finally, the Ad is shown!

25. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ Interactions from the Ad are constantly reported to our Bursting Servers. ‘Timer Interactions’ (e.g. AdDuration, DwellTime) are reported only when the ad is closed. User Interacts with the AdServer Logs InteractionClient Generates Reports

26. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ The main interactions we track are: “Counter” Interactions Click Video Progress Video Pause/Mute/Replay Video Fullscreen Start/End Dwell Once Visibility (Above/Below the Fold) “Timer” Interactions Ad Duration Dwell Time Video Playing Duration ▸ In addition, we support custom counter/timer interactions reported by the creative.

27. © 2010 MediaMind Technologies Inc. | All rights reserved Rich Media Ad Flow – Serving ▸ Examples of interactions tracking: “Counter” Interactions: http://bs.serving- sys.com/BurstingPipe/adServer.bs?cn=int&iv=2&int=954807~~0~~11905~^ebUniqueDwell~0 ~0~01020^ebRichFlashPlayed~0~0~01020^ebVideoUnmuted~0~0~00010^ebAboveTheFold ~0~0~01020&OptOut=0&ebRandom=0.23478155699558556&flv=10.3183&wmpv=0&res=16 Click: http://bs.serving- sys.com/BurstingPipe/adServer.bs?cn=brd&Page=&PluID=0&Pos=3932768984232098&Eye blasterID=954807&dg=11905&di=0 “Timer” Interactions: http://bs.serving- sys.com/BurstingPipe/adServer.bs?cn=int&iv=2&int=954807~~0~~11905~^ebAdDuration~68 ~0~01020^ebIntDuration~5~0~01020^ebDwellTime~64~0~01020^ebAboveTheFoldDuration ~67~0~01020&OptOut=0&ebRandom=0.14506820333190262&flv=10.3183&wmpv=0&res=1 6

28. © 2010 MediaMind Technologies Inc. | All rights reserved Servers, Ad Files and Ad Flow viewing in fiddler

29. © 2010 MediaMind Technologies Inc. | All rights reserved What can we see using fiddler? ▸ What files do we serve? ▸ Where are they served from? ▸ How to see what the server is returning ▸ What other information is delivered? ▸ How big are the files? Animation if needed Is “Fade - very fast”

30. © 2010 MediaMind Technologies Inc. | All rights reserved Viewing an ad with Fiddler ▸ How many calls are made to the Bursting Server? ▸ How many calls are made to the Display Servers? What kind of files are needed to support the ad? Animation if needed Is “Fade - very fast” http://demo.eyeblaster.com/kris/training/sessiontwo/boredwithUSA.htm

31. © 2010 MediaMind Technologies Inc. | All rights reserved Fiddler: How To Tips ▸ Remove all encoding Why? ▸ Disable Caching Exceptions? ▸ How to save a fiddler session ▸ How to clear the session window ▸ How to search for EB code quickly Animation if needed Is “Fade - very fast”

32. © 2010 MediaMind Technologies Inc. | All rights reserved Thank you!