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What To Do With All Your Ad Metrics - Advanced Ad Serving Features

We charge $75 an hour for advanced ad serving programming. It can take anywhere from one hour to several hours to layer together the coding needed for advanced serving. We do not recommend using advanced ad serving options until you have several months of data, and then only if you truly wish to pursue in-depth ad campaigns. The easiest way to set up an advanced ad serving program is to first tell us what you wish to accomplish. From there we can plan the program.

A Partial List Of Advanced Ad Serving Options
Embedded In-Page Ads, Pop-Up, Pop-Under, Expanding, and Interstitial Ads
Third Party Ad Serving
Secure Ad Serving with SSL
Video Ads ( requires load balanced servers, which is extra)
Auto Optimize Mode
Ad Weight Rotations
Competitive/Companion Positioning
User Profile Targeting
Cookie-Based Demographic Target Delivery
Negative Keyword Excludes
Target Keywords Includes
Geo-Tracking & Geo-Serving
Visitor Metric-Based Serving

The Power of Separate Serving Zones
2Cooleys home pages all serve 8 banner ad zones, and 6 classified ad zones. All fourteen zones run on separate coding from the ad server. The get commands from each site visitor's browser are sent to all fourteen zones on the ad server, as well as the server for the pages themselves. This allows each zone to inter-act separately with each site visitor. Think of it as a one-on-one secession between each site visitor and each ad zone. You can literally pick and choose what ad in each zone gets served to different visitor market segments, or different visitor demographic sets.

Maximums are serving parameters set to limit how much, or how long, ads run. When the maximum is reached, a new event occurs, such as the ad stops running, or a new ad starts running, etc. Hourly, daily, monthly, or total maximums can be set for clicks, impressions, conversions, revenue, etc. Maximums can be layered in with other parameters.

Third Party Ad Serving
The 2Cooleys system allows third party ad serving. That is, if you buy banner ads on sites other than 2Cooleys, those other ads can be served to those web sites from our system. You can then see and compare all metrics for ALL your banner ads and links in ANY site in one place. You can quickly see what sites are working the best for you. The other sites will have to agree to use the serving code I provide. All they need do is copy and past the code into the page zone where your banner is to appear on their site. This is done all the time in the Online Advertising Industry, so it should not be a problem.

Advanced Ad Designs
It is important to understand the composition  of 2Cooleys ad design. When you see one of our banner ads it looks like just one ad to you. But in fact it is three separate ads. The banner image is one ad. The text link under the banner image is the second ad, and the "container" for both the image and the link is the third ad. The image ad is served via an Iframe.  The text link is served via Java Script. The container is served via an Iframe. However, the container, that which you see as one ad, does not generate metrics. The image and the text link inside the container are what generate ad report metrics. This is an advanced system with many metrics-gathering advantages.

Advanced "Layered" Ad Serving Options
We can set your banner to display, or not display, based on several options. Time options allow us to set the display by certain days, certain hours, or a start and ending date. If you run multiple banners, and you want banner "A" to display on weekends only, and banner "B" to display on week days, we can do that. We can also "layer" display options. For example, if you want weekend-only banner A to display on Saturday from 10am to 10pm, and then again on Sunday from 8am to 12 noon, we can do that. Time-based serving options normally are used with concurrent media events, such as a live radio or TV broadcast. They also work well for retail sales, or any time-sensitive event.

Visitor Metrics - We can set parameters based on browser, time capping, frequency capping, referring URL includes/excludes, placement URL, target keywords, operating system, IP address, ISP/Domain, and companion/competitive positioning. Simply put, this allows us to serve ads only to very specific site visitors you wish to reach.

Geographical Metrics - Pick a language, continent, country, city, state, providence, region, U.S. Metro DMA, Zip code, postal code, or phone area code. Many of these parameters can be layered in with other advanced serving options.

Target Keywords
Ads can be served only to targeted keywords. This is useful if you are running several banners in the same spot. Let's say you are running one ad for fishing, another for lodging, and a third for boating. Now let's say someone using Google enters something like "fishing in arkansas". If they land in a site where your banner is running, your fishing ad will display to them, but not the boating or lodging banners.

Negative Keywords
Ads can also be programmed not to display for negative keywords. For example, ad "Children's Vacation" could could negative keywords "gambling+violence". If the ad serving code contains both of these negative keywords, this ad will not show to anyone using the search keywords gambling or violence, etc.

Cookie-Based Demographic Target Delivery
If your website collects information about your visitors, you can serve targeted ads based on specific demographics.
Common Demographic Targeting Parameters:
1. Gender: Male, Female
2. Age: under 18, 18-34, 35-49, 50+
3. Ethnicity: Asian, African-American, Caucasian, Hispanic
4. Income: Under $30k, $30k - $60k, $60k - $100k, $100k+
5. Size of Household: 1, 2, 3, 4+
6. Number of Children: 0, 1, 2, 3+
7. Education: High School, College, Graduate School

Examples of Demographic Targeting
* Display sport-related ads to male users, age 18 to 34
* Display ads about high-end fashion to female users with an annual income of $60k or higher
* Display family-oriented ads to users with at least one child

User Profile Targeting
If your website collects other information about the user, custom parameters can display targeted ads. Examples of User Profile Targeting:
1. You have a monthly newsletter. A person visits your site who is not in the mailing list yet. You can display ads to convince the person to opt-in to your monthly newsletter.

2. If a person lists fishing, boating, and lodging as his/her interests, you can display recreation related ads to them.

To target ads based on user demographic and profile, target keywords are defined for an ad. For example, ad HighEnd-Fashion-Deals has the following target keywords:

* Show if the serving code has these keywords GenderFemale, AND
* Show if the serving code has these keywords IncomeOver60k

On each page, your website passes in the gender and income value into our serving code. For example:
* For a male, income $60k+ user: &keywords=GenderMale+IncomeOver60k, this ad will not display.
* For a female, income $30-60k user: &keywords=GenderFemale+Income3060, this ad will not display.
* For a female, income $60k+ user: &keywords=GenderFemale+IncomeOver60k, this ad will display.

Profile targeting uses the AND, OR, NOT logic operators.

Competitive/Companion Positioning
Competitive positioning prevents a certain ad from showing on the same page with another ad. Companion positioning tries to show 2 different ads together on the same page. The two ads are linked by a companion/competitive positioning restriction.  This is useful to customers who have purchased more than one zone (spot) per page.

Full companion means all ads on a page must be of the same type: either all companion ads or all non-companion ads. This allows the reliable display of companion ads and avoids mixing, or skipping, complementary ads. As can be expected this cannot be applied unfairly to competing businesses.

Ad Weight
If you are running a multiple banner ad in the same spot, each ad can be set to display at a certain set weight. If you have three ads running in one spot, you can run all three ads in equal amounts, or in unequal amounts. For example, ads 1, 2, and 3 can all display 33 percent of the time. Or ad 1 can run 50 percent of the time, the other two can run 25 percent of the time, etc. In this case all ad weights are pre-determined and manually set. This is taken one step further with Auto Ad Optimizing.

Auto Ad Optimizer
If you want to run several ads in your spot, and you want to find out which ones perform the best, and then make sure the good ads display most of the time, auto ad optimizer is the plan to use. It is a fact that some ads perform better than other ads. Some ads generate more revenue, more clicks, more conversions. With the auto optimization feature the better performing ads display more often. Our system automatically adjusts the ad priority based on near real-time ad performance data. The standard optimization path is to first maximize revenue (if ad rates are set), then conversion ratios are considered, and CTR's will be considered last. However, they can be ordered in any sequence you prefer.

Optimization Algorithms
Advanced algorithms (I did not write them, I buy them!) evaluate your ad performance in near real-time (about every 5-10 minutes). There are many complex fine-tuning steps behind the scene but at the core, the algorithm breaks the ad pool into 3 groups: good performance, poor performance and average performance.

The good performing ad(s) get higher ad priorities and the opposite situation happens to the poor performing ad(s). The average ad(s) stay relatively the same while waiting for more data to be evaluated.

The result is only as good as the input data. Thus an accurate and up-to-date optimization system requires a continuous stream of input data. With our algorithm, the adjustment of ad priorities is a responsive and smooth process. The ad optimization feature takes into account all the data that an ad has when it is served across all zones. Optimization is done for the ad based on its whole performance in all zones it is linked to, not just within a specific zone. All 2Cooleys sites have multiple zones, and we currently have customers running multiple ads in multiple zones.

Multiple Ads In Multiple Zones In Multiple Domains
If you buy multiple ads or just one ad, you can run those ads in several zones in all 5 2Cooleys home pages. The metrics from each zone on each domain can be fed into your account, and all ads can be optimized as described above. Using your 2Cooleys Ad Metrics Control Panel you can watch the performance of all your ads in all zones.

Video Ads
Yes, we support video ads. Video and other resource intense interactive banners are hosted on load-balanced servers.

Embedded In-Page Ads, Pop-Up, Pop-Under, Expanding, and Interstitial Ads
Our ad server can deliver in-page embedded ads, pop-up/pop-under ads, expanding, and interstitial ads. Each type of ad offers advanced settings. For example, pop-up/pop-under ads can be customized for how often they should be displayed, should the windows be re-sizable, have scroll bars or not, etc.

Secure Ad Serving with SSL
We support both regular and secure ad serving. Secure ad serving through SSL (Secure Sockets Layer, https://) uses 256-bit high-grade encryption to protect data. If your website is served through SSL, your ads should also be delivered securely to avoid the security warning in visitors' browser.