Campaign inclusivity

This document describes how the inclusivity campaign groups work in EmediateAd.

Overview

Campaigns can be grouped together in regular campaign groups with an “Inclusivity” setting. All the campaigns in an inclusivity group should be displayed at the same time on a page. It is essential that the content units are placed on the same website otherwise the campaigns can be delivered separately.

Concept

All campaigns in an inclusivity group should be booked to content units that appear on the same page.

When the first inclusivity campaign is selected on a page, the system makes sure that no other inclusivity groups are displayed on that page.

The best way of handling inclusivity is via pageviewid, which allows for a better scaling and more predictable behavior under high traffic. The new functions also allows for inclusivity and exclusivity even when the user does not have a cookie set.

  • all tags on the same page must have the same ID (pageviewid)
  • all page reloads must generate a new, unique ID (pageviewid)

The unique pageviewid in the ad tags is used to tell the system to reset information when a new page is loaded. This allows for rotation of inclusivity campaign groups for a user that is reloading the page or moving quickly between pages with inclusivity campaigns.

A function EAS_uuid() is available in EAS_tag.1.0.js to generate a UUID to be used as page view ID.

Read more about the Pageviewid functionality here,

Whithout the pageviewid the inclusivity will also work, if the user accepts cookies, using the eas_uid in the request (through cookie or in the tag) as a session id. A session has a lifetime of 15 seconds i.e. if it takes longer than 15 seconds for the inclusivity group to load, the inclusivity can break. Therefore we strongly recommend the use of pageviewid in the content unit tags.

Please note that the system calculates the session id differently in a composed javascript tag than in another type of tag, therefore if composed javascript tags are mixed with other types of tags, the requests will get different session ids and will not check each other for inclusivity/exclusivity. Using a combination of composed javascript and other tags will work if you use pageviewid.

In the future we will remove the possibility to use inclusivity and exclusivity without the pageviewid parameter.

Placements

It is up to the person booking the campaigns to make sure that the placements of each campaign is consistent with the concept. Ideally an inclusivity group contains only the campaigns that are supposed to be shown together and each campaign is booked to one content unit.

It is possible to group together campaigns booked to multiple content units but that opens up for human errors. If an inclusivity campaign group starts to deliver on a page where not all necessary content units are present, the inclusivity concept is broken.

Overlapping inclusivity groups

It is possible to have overlapping inclusivity campaigns.

If a request is made for a content unit where there are inclusivity campaigns and no inclusivity campaign is selected, all those inclusivity groups are disqualified for the rest of the page. This functionality is necessary to allow overlapping inclusivity groups.

Example:

Group A has campaigns a1 and a2 on content units cu1 resp. cu2. Group B has campaigns b1 and b2 on content units cu2 resp. cu3.

If a1 is chosen on cu1, then a2 must be selected on cu2. cu3 can't show b2, since we already found an inclusivity group for the page.

If no inclusivity campaign is chosen on cu1, group A is disqualified. On cu2, we can only show b1 which means that we must show b2 on cu3.

Campaign selection

Before any campaign group has been chosen or disqualified, the campaign selection process works just as without inclusivity. To control the pacing of the campaigns in a campaign group you should set the pace on the campaign that appears on the first content unit in the group.

Example:

Group A has campaigns a1 and a2 on content units cu1 resp. cu2. Campaign a1 is exclusive 50%: Group B has campaigns b1 and b2 on content units cu2 resp. cu3. Campaign b1 is fixed weight 50%.

If a1 is chosen on cu1 (50% of the times), then a2 must be selected on cu2. Group B can't show.

If a1 is not chosen on cu1, then a2 can not show on cu2. b1 then has a 50% chance of showing, since it is the only valid campaign on cu2.

Potential problems

If a user takes more than 15 seconds between requesting the first and the last content unit on a page, the user data is erased. This means that a user could see an inclusivity campaign on the first content unit but see a completely unrelated campaign on the last content unit.


Inclusivity can override targeting

Inclusivity groups ensures your ads to show on all booked placements on the webpage, however, you have to be aware that inclusivity is “strong” and can potentially over rule targeting on the campaigns in the group:

Example:
2 campaigns are placed in an inclusivity group. The first campaign has frequency and prio: paying 2. The other campaign is without targeting and prio: available impressions.
Since the “inclusivity” on the group is stronger than targeting on the campaign, there is a potential risk that the campaign with “available impressions and no targeting” will pull the other campaign into showing, even when targeting is not matching. This is due to the fact that inclusivity rules.

We therefore suggest that you only put campaigns with same targeting and priority in an inclusivity group.

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