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SSP Campaign Workflow and Campaign Setup

SSP Campaign Workflow

Steps Clarification Ownership
Make a deal with the client - BDM
Receive a brief from the client -

AM / BDM

(Depends on the market/client; Based on internal agreement between teams AM & BDM)
Check availability of placements in Eskimi SSP inventory

2 scenarios:

Scenario 1 - If client wants placement on specific sites with whom we didn't make deal yet:

1. Inform client that this postpones start of the campaign as we need to make deals with mentioned publishers.

2. Find publisher contacts and introduce publisher to Eskimi SSP team, along with information which type of creatives will be potentially launched

 

Scenario 2 - If no specific sites mentioned or publishers are exist in our Eskimi SSP inventory:

1. check with SSP team if existing publishers can commit

AM / BDM 

(Depends on the market/client; Based on internal agreement between teams AM & BDM)
Placement creation & tag send to the Publisher

This is a mandatory step only if the new publisher/placement need to be created. In all other cases it would be enough to confirm with SSP team if the previously shared pixels are still valid on publisher side.

 SSP team
Prepare campaign Media Plan Once placement confirmed by SSP team, AM need to prepare Media plan for campaign. AM
Develop Creatives

Depends on the creative this step consist different scenarios:

 

Scenario 1 - Run static banner, templated RM:

1. AdOps need to get images from client/AM/BDM and upload them in system

2. AdOps need to share preview with client for confirmation

 

Scenario 2 - Run custom RM / high impact ads:

1. AM/BDM need to collect creative workflow expectation from the client, together with all needed materials for development

2. Collected materials and scenario have to be sent to Creative team. AM/BDM is responsible to send these materials

3. Creative team prepare creatives and is responsible that creatives consist all requested event measurement and works well on actual environment (display.eskimi-creatives.com)

4. AM/BDM getting confirmation and preview link from creative team send the preview to the client for confirmation

 

Scenario 1 - AdOps

Scenario 2 - AM/Creative Team
Confirm Creatives with Publisher and Client

 

 
When we have final media plan approval, creative preview approval, campaign is ready for set up
Adops informs SSP operations specialist about campaign:

To request traffic write in the slack channel #ssp_adops following details (or the channel belongs to specific market, example #ssp_croatia, #ssp_greece etc)

  1. Campaign name
  2. Country
  3. Creative type (standard sizes, floating, takeover)
  4. Campaign duration
  5. Publishers you need (if you have a list from the client or would like to target by yourself).
  6. Number of the daily impressions you’ll need.

*Take into account that publishers availability should be checked and confirmed with SSP team before this step (check step 3 above).

 Ad Ops

Traffic & Delivery check


   SSP operations specialist
Screenshots from all publishers   Ad Ops / SSP operations specialist
After campaign ends:
1. Reporting
2. Invoicing		   Ad Ops

SSP Campaign Setup (for AdOps)

Eskimi SSP campaign setup is done in a bit different way comparing with the standard Eskimi DSP campaign setup. These are steps you need to follow when setuping it:

  1. Start with usual campaign setup and creatives upload.

  2. Check SSP Publishers’ prices in online doc https://bit.ly/384waVQ (you should be given access

    by SSP Team to access this file). ATT: your bid in campaign after margin cannot be smaller than it is mentioned in the document.

  3. SSP campaigns has no targeting – please do not select any targeting options except your campaign is running too quickly or client do not let us remove targetings. Also, there shouldn't be impression capping or auto-optimization added to campaign.

  4. Find the site IDs in the https://stats.eskimi.com/admin/adops/AppsSitesLookup/. Pick IDs accordingly to the exchange you need and add to the package.
    *There are cases when you need to add placement_id to the package instead of site_id. It happens when we run several campaigns with one publisher at the same time. In case to keep trackers in order and control delivery per each campaign/placement. SSP team can clarify to you if the site_id or placement_id need to be added in particular case.

  5. Mark “allow multiple bids” – this parameter is a must for all SSP campaigns. Except the cases when it is specifically asked from the client not to show ads in this way.

  6. Pick one of exchanges:

    • Eskimi standard – for the standard banners.
    • Eskimi floating - for the floating banners.
    • Eskimi takeover - for the takeover banners.
    • GroupM or GroupM floating for the campaigns running for WPP Kenya.

  1. Check the CPM for all Publishers you added for this campaign.

  2. Add and check the margin to have the buying CPM not lower than Publisher’s CPM.

  3. Once all set up done, you can check if there is something that might be missed using the following form 

How to order traffic

A. When launching a very first SSP campaign in the new market, ask SSP Team do we have local Publishers available.

B. Write in the slack channel #ssp_adops these details:

  1. Country.

  2. Banner type.

  3. Publishers you need (if you have a list from the client or would like to target by yourself).

  4. Duration (from-to) and buying time (local time zone, hours from-to).

  5. Number of the daily impressions you’ll need.

C. SSP Team member will confirm traffic is available or will be ordered and will advise you regarding the traffic volumes per Publisher and performance.

  1. Inform SSP Team about the traffic you’ll need as much in advance as you can – to have time for the traffic ordering, implementation and optimization if these actions are needed. Weekends and national holidays will be the challenge for the traffic opening from the SSP partners.

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// BotSonic