Best Practices by Melody

Ad Ops Trafficking Task Best Practices

4.5.2012Ad Ops Trafficking Task Best PracticesGuidelines for the execution of trafficking tasks assigned to the Ad Ops and ServicEngine Trafficking TeamsMelody Zimmer

1.List of Services32.Best Practices: For All Tasks33.Best Practices: By Task Action Type53.1.Adding New Advertisers53.2.Creating campaign shell63.3.Media Plan entry, creating/editing Placements73.4.Ad Attachment and Applying URLs93.5.Third party tags113.6.Rotations133.7.Publishing/Disabling Ads143.8.Updating Frequency caps at the Delivery Group level153.9.Geo-Targeting:163.10.Re-targeting:173.11.Sending Code Packages to Site Contacts183.12.Creating Conversion Tags203.13.Creating Mobile Conversion Tags213.14.Adding Third Party Tracking Tags to Conversion Tags223.15.Trafficking Mobile Placements233.16.Trafficking In-Stream placements243.17.Making SV Edits to Ad(s)253.18.Adding a Custom Java script263.19.Copying / re-naming Ad(s)273.20.Uploading Standard Banners283.21.Swapping in new flash assets to Ads293.22.Creating Standard Banners for Mobile304.Region Specific Practices314.1.UK314.2.AU314.3.User Accounts by Region315.Addressing VIP Clients or Campaigns with Special Needs325.1.US Harley Davidson325.2.US Tiffanys325.3.US Calvin Klein325.4.US BOS325.5.US Team Mazda326.When to Ask Questions / Using Best Judgment33

List of ServicesAd Ops Trafficking provides trafficking services according to a specific list of pre-defined 'task types' for which formal training has been provided.Any task requests that fall outside this list of services will not be completed.The full list of trafficking services is listed in Appendix 1 - Services provided by Ad Ops Trafficking - as of April 5 2012

Best Practices: For All TasksThe Best Practices listed here should be followed for ALL Task Types. (Best Practices by Task Type below will mention specifics to those stages of campaign trafficking only.)2.1.1. Initial Task Review: Each Ad Ops Trafficking task should be reviewed and assessed prior to the team beginning trafficking work. Tasks should be reviewed as soon as possible, so that any questions / potential problems can be clarified with the AD OPS team or the Client Services Manager.The Due Date/Time of the task is clearThe region from which the task was submitted is known (US, UK, AU, Europe)The task is of manageable size for the time allottedThe task can be completed in full with the given instructions Task instructions are clear and logical, and do not conflict with platform training Identify whether the campaign is set up as MM 2.0 or MM 2.1, and understand how this affects trafficking strategy / best method of executionThe task is not overlapping with any other task currently in progress If multiple tasks for the same campaign have been submitted to the team CRM queue simultaneously, they must be performed in an order that takes the content of each task into account. Make sure the order of tasks is clear. The task does not request any actions that are not listed in Services Provided by Ad Ops Trafficking Additional documents attached to the task should be correlated to task instructions. If there is contradiction please, send a question to Ad Ops/CSM.2.1.2. Task Execution: The region from which the task was submitted (US, UK, AU, Europe) will determine which user account(s) must be used during execution of the task. For a list of user accounts by region, please see Region Specific Best Practices. This document establishes best practice guidelines that should be considered during the execution of each AD OPS task type. If questions arise during trafficking that are not addressed by best practices, refer to When to Ask Questions / Using Best Judgment

2.1.3. Trouble-shooting: Task execution does not always go smoothly, and for some task types there may be pre-defined best practices for commonly experienced problems

2.1.4. QA Checklist: All tasks should be QAd prior to being returned to the Client Services Manager. Tasks must be QAd by a different person/s than they were executed by.Any answers to questions or additional information provided to the person/s executing the task must be communicated in full to QA personnelQA should be performed based on the original task instructions and relevant answers received during task performance, not just related to the Task Notes of the person who has performed the taskThe list of minimum items to be checked during QA for each Task Type is listed in the sections below. QA should include but not be limited to the guidelines set forth in this document.

2.1.5. Providing Feedback: This document outlines guidelines for providing clear, complete trafficking feedback in task notes.Task Feedback should provide a summary of actions taken on the campaign for that task (it does not need to be a detailed re-write of original task instructions)Task Feedback must include any information provided in email after task was begun, particularly the steps taken as a result of any question/answer exchange over email If necessary, in the case of long email correspondence or a total reversal of task instructions given via email, a saved copy of the email exchange from Outlook may be attached in CRMTask Feedback must include any decisions made during trafficking process based on best practices guidelines (due to lack of information in the task, etc.)Task Feedback must include any outstanding questions, potential problems noted or unresolved issues that arose from during completion of the task (placements missing ads, ads missing tags, due to lack of info or clarification, etc.)Feedback should list anything that was NOT done (although instructed by the task) and the reasons why it was not done

Best Practices: By Task Action Type3.1. Adding New Advertisers3.1.1. Initial Task Review ChecklistRequired Items:Agency NameAdvertiser NameVertical3.1.2. Task ExecutionSwitch into the relevant agency account, and then navigate to the Advertisers List and select Add AdvertiserEnter Advertiser Name, and select the relevant Vertical from the drop down menuDo not edit any other Advertiser settings unless instructed in the task3.1.3. QA ChecklistIs Advertiser created in the correct MM account for the correct Region?Is Vertical selected correctly?Were additional Advertiser settings requested in the task set up correctly?3.1.4. Providing FeedbackPlease provide new Advertiser ID and Advertiser Name from platform in task notes

3.2. Creating campaign shell3.2.1. Initial Task Review ChecklistRequired Items:Agency NameCampaign NameAdvertiserClear indication that a NEW campaign is to be created in task instructions / that there is no current Campaign ID3.2.2. Task ExecutionIf it is not specified in the task instructions whether the campaign should be set up as 2.0 or 2.1 create the campaign as MediaMind 2.1 for US, UK and AU campaignsAfter selecting the relevant media agency, if the Advertiser is not found In the Advertiser drop-down list box, you can click Add New to create a new advertiser.If it is not clear which brand to choose, choose None.If agency contacts are provided, please add If Creative Shop is indicated, please add Creative Shop to campaign, along with any relevant contacts3.2.3. QA ChecklistIs Campaign Shell created in the correct MM account for the correct Region?Is Campaign type (2.0 or 2.1) selected correctly?Does Campaign Name match task instructions or agency sheet?Are Advertiser and/or Brand chosen correctly?Were agency and creative shop contacts entered correctly (as provided with the task)?3.2.4. Providing FeedbackPlease provide new Campaign ID and full Campaign Name from platform in task notes

3.3. Media Plan entry, creating/editing Placements 3.3.1. Initial Task Review ChecklistRequired Items:Agency NameCampaign Name and Campaign IDAdvertiserMedia Plan including the following:Site / Network names. If network name in the MP is different from how it appears in our system confirm that the sites/sections to select are clear When deciding which sites/sections to select for a media plan, please refer to Appendix 2: For ServicEngine Identifying Sites and Sections 12.2.11** NOTE: Additional instructions for selecting sites and sections for specific markets or VIP clients is provided further on in this documentEach placement must have the following information: A unique descriptive name identifying it as its own placement If packages need to be created for any or all placements, this should be mentioned in the task instructions or clearly indicated in a 'package name' column on agency sheet Start and End Dates Whether the placement should be implemented as In-Banner, Out-of-Banner, Tracking Pixel, or some other typeIf any placements resemble mobile placements, and it is not specified in the task how to handle mobile, we must reach out to the CSM and confirm whether those placements should be included (whether MediaMind is serving mobile)If any placements resemble in-stream placements, and it is not specified in the task how to handle in-stream, we must reach out to the CSM and confirm whether those placements should be included (whether MediaMind is serving in-stream)3.3.2. Task ExecutionBooked Impressions When no booked impression volume is provided, please use 'Unlimited' as impression volume for package or placementIf placement is asked to be edited with the amount of Booked Impressions is lower than the amount of actual impressions use the number of Actual Impressions insteadAssume that any MM-served placement for which banner size / dimensions are given as 1x1 is a tracking only placement** NOTE: The only exception to this is in the AU market see Region Specific PracticesIf Site contacts provided with the task differ from default site contacts populated by the platform ADD new contacts (do not replace) ** NOTE: Exception from this rule Tiffany and Calvin Klein clients (see respective documents)3.3.3. QA Checklist Did you use the correct campaign ID?Have the Sites/Sections been chosen correctly in the MM platform?Have the site contacts been entered correctly?Do all placement details match the agency sheet exactly?If task instructions have been provided on how to interpret the agency sheet, confirm these were followedWere task instructions provided on how to interpret the agency sheet? If yes, confirm in task notes that these were followed.Where the correct placements types selected?Have all the columns in the agency sheet been accounted for?3.3.4. Providing FeedbackSites/Sections chosen should be listedIf tracking only placement type was used, indicate whether URLs were also entered for these placementsAny columns not used from agency sheet should be notedIf Actual Impressions were used instead of Booked impressions - mention in the Task Notes (exact placement IDs)

3.4. Ad Attachment and Applying URLs3.4.1. Initial Task Review ChecklistRequired Items:Full Campaign Name and Campaign IDA List of Ad IDs to be attached Confirm that all Ad IDs can be found in the MM platform and can be assigned to the campaignSpecific instructions on how to attach ads to placements Make sure instruction are clear Review Ad Attachment strategy to clearly identify how to organize Delivery Groups For MediaMind 2.1 campaigns, if Basic Attachment is to be used, it must be specified in the task. If Basic Attachment is not specified, use Delivery Groups to attach ads.Clear indication of correct URLs for each ad (either already present on ad IDs or provided in task)If the ad attachment instructions are to be provided in a matrix or spreadsheet prepared by/with the client, this spreadsheet must be complete, correct, and clearly deciphered in the task instructions.Task instructions on ad attachment should always match agency sheet. If there is a disagreement between what is reflected in agency documents and what is requested in the task, send a question to CEX/CSM.Make sure there are URLs provided for each specific custom Clickthrough (when applicable)

3.4.2. Task ExecutionAll ads must have a Clickthrough URL assigned in the Clickthrough url field, regardless of whether there are additional tags to implement, unless otherwise specified in task instructionsAll Custom Clickthroughs must also receive URLs unless otherwise specifiedONLY publish ads when you have been explicitly instructed to do so.Exception: in the case of a real-time ad swap for which trafficking instructions have been incomplete See Rotations sectionAds should not be published without URLs present3.4.3. Trouble-shootingAd Attachment: When You Have Trouble Assigning Ads to CampaignsRefer to Appendix 3 - Ad Attachment Troubleshooting Assigning Ads to CampaignsNote that Appendix refers to a) cases when given Ad ID is in a different campaign, and b) when given ID is not Master but a copyWhen you have a choice between having a URL on an ad, and NOT having any URL in the absence of additional information always choose to KEEP a Clickthrough URL in place.(For example, in the case that the CSM has forgotten to provide a URL for new ads in task instruction, but the Master Ad IDs contain URLs in Clickthrough URL fields already, keep the original URL from the Master IDs and address in task feedback.)

3.4.4. QA ChecklistDo all relevant placements have ads attached?Do Ad dimensions match placement banner sizes?Do all Ads have Clickthrough URLs present?Do all custom clickthrough interactions also contain URLs?Make sure Task Instructions and agency sheet have been followed exactly during ad attachment 3.4.5. Providing FeedbackList any ad for which URLs were not provided/implementedIndicate whether/which ads have been publishedIf new Master Ads were created please, provide new Master IDsIf Clickthrough URLs were not provided for some or all Ads, and the existing URLs were used please, mention in Notes

3.5. Third party tags3.5.1. Initial Task Review ChecklistRequired Items:Full Campaign Name or Campaign IDInstructions for Tag ImplementationAgency Spreadsheet containing Impression Tags and Click Tracking Tags for the campaignInstructions for Tag Implementation should be complete and clear. This includes but is not limited to:If the task is to implement tags on only a portion of a campaign (for example, to new ads, only to specific ads or only for ads on a specific publisher)What level of detail (placement, ad, interaction) third party tags should be applied toInstructions on how to interpret the Agency Sheet, including but not limited to: If there is more than one agency sheet containing tags that must be used for the task, an explanation of which tags that document contains. If the agency sheet contains tags in addition to impression and click tags, task should provide clear instructions on those columns how the tags are to be implemented If some tags in the spreadsheet are NOT to be implemented Complete instructions on any survey tags or script tags, including but not limited to: The exact survey or script tag(s) to implement What field the survey or script tag should be implemented in (as an impression tracker, click tracker, or on ad play or on ad download, type html or javascript, etc.) Exact step-by-step instructions on any edits needed for survey or script tag(s)Agency Spreadsheet containing Impression Tags and Click Tracking Tags should include, as needed:A Tag should be provided for EACH relevant Publisher Site/Placement/Ad/Custom click-throughIf the tags are on the ad copy level, sheet should indicate: Exact Ad names that the tags should be implemented on There should only be one impression tag provided per ad per third party Clear indications of which click tag corresponds to which Custom Interaction if applicableCHECK that all placements/ads included in task have tags provided in agency sheet3.5.2. Task ExecutionWhen implementing Third Party tags ensure that ONLY Placements/Ads/Fields relevant to the task are updatedImpression tags will probably contain the string imp or view. . and should be implemented in an "Impression Tracking" fieldClick tracking tags will probably contain the string clk or click. . .Can be implemented in the Click Tracking URL column OR the Clickthrough URL columnIf the task does not specify which field to implement click tag in, use in Clickthrough URL fieldCustom Interactions for each ad should be analyzed and understoodWhen reviewing custom interactions for tracking tag tasks, please refer to Appendix 4: MediaMind Custom Interactions_SE_10.3.11IF tags are not provided for each specific custom Clickthrough on ads, use the tag provided for on the ad level for the default Clickthrough. If, by your examination of the custom clickthrough interactions, you feel using the same tag for all is not sufficient (because it appears by the interaction names that they should redirect to different landing pages) you may use best judgment and send an email to the CSM to confirm.Cache-BustingCache-busting should be applied without fail to all Atlas View Redirects. You must recognize Atlas tags so that you know when cache-busting needs to be applied. You must also recognize the different types of cache-busting so that you know when cache-busting tokens are present in other third party tags, and whether they need to be edited or replaced.Enabling MM tokens at campaign level Any MM tokens present in third party tracking tags should be enabled on the campaign level, regardless of whether this step is specifically addressed in task instructions You must recognize MediaMind tokens in third party tags so that you can confirm that all relevant tokens have been enabled on the campaign. (This step does not need to be included in task instructions.) Tokens for Placement ID and Ad ID are enabled on all campaigns by default in the system Any other MM tokens must be manually enabled, under URL Tokens.Ads should not be published without third party tags present, unless expressly indicated in instructions or via email (this MUST be confirmed in writing)3.5.3. QA ChecklistDo all relevant ads have third party tags applied?Is there only one impression tag per third party vendor implemented on each ad?Do ALL Clickthrough fields both default and any custom clickthrough have relevant click tracking tags applied?Is tagging strategy consistent across all relevant ads, unless expressly instructed otherwise?Do all implemented tags match agency sheet and instructions exactly?IMPORTANT: Make sure other tag types not included in the task have NOT been edited accidentally.3.5.4. Providing FeedbackPlease, note which fields Third party tags were implemented inList any ad for which tags were not provided/implementedIndicate whether ads have been publishedIF tags were not provided for each specific custom Clickthrough on ads and instead you used the tag provided for on the ad level for the default Clickthrough please, mention in the task Notes

3.6. Rotations3.6.1. Initial Task Review ChecklistInstructions on how to implement or edit ad rotations should be clear and executable, for exampleConfirm that the rotations algorithm can be executed in our platform If necessary, confirm rotations setup requested using a test campaign as practiceCheck that time based rotations dont have unintentional gaps in time when none of the Ads will be served (without any default ad defined under frequency capping)Check that weighted rotations add up to 100%If you have been asked to execute a creative swap understand whether you are doing a publish/disable real time swap or a time-based ad rotation updateConfirm that task instructions on rotations update do not contradict either The agency trafficking sheet guidelines, if provided The current implementation of ads on the existing campaign3.6.2. Task ExecutionIf weighted rotations have been provided in fractions of a percentage point (e.g. 19.5%) you may adjust the rotation percentages just slightly to be able to enter them If you have been asked to replace old ads with new ads, for a creative swap and the instructions say to disable all old ads, but do not mention to publish new ads, in this case ONLY you may assume that the CSM would like you to publish the new ads (because you cannot disable old ads until you have published the new)If you have been asked to attach new ads and update rotations using a method other than enable/disable, and the task does not include the instruction to publish, reach out to CEX/CSM and confirm whether ads should also be published3.6.3. QA Checklist Do all implemented rotations match task instructions/agency sheet exactly?Did all new ads receive Clickthrough URLs?Have the Instructions regarding publishing Ads been followed exactly?3.6.4. Providing FeedbackIf there are gaps in time-based rotation that were not addressed or ignored by CEX/CSM prior to updates being completed, these MUST be mentioned in task notesIf minor adjustments were needed to accommodate the rotations request (such as editing weighted rotation percentages slightly) this must be mentioned in task notesIf any placements or delivery groups originally included in the task were NOT updated for any reason (discrepancies found, etc.) this must be mentioned Mention whether/which ads were published

3.7. Publishing/Disabling Ads3.7.1. Initial Task Review ChecklistOnly publish ads when you have been explicitly instructed to do so. (There is one best practices exception to this, and it is in the case of a real-time ad swap for which trafficking instructions have been incomplete See Rotations, above.)3.7.2. Task ExecutionMake sure the order in which you perform all actions requested in the task (Ad Attachment, Applying URLs, Publishing, Disabling, etc.) meets the following standardsNo ads should be published without Clickthrough URLs You cannot disable all current ads on a placement or Delivery Group without first publishing new, enabled adsWhen time-based rotations are involved, time-based rotation settings must be applied first, prior to publishing ads3.7.3. QA ChecklistAll ads that needed to be published have been publishedAll published ads have Clickthrough urls / any additional necessary tags appliedAny ads that should be disabled are disabled3.7.4. Providing FeedbackIf any ads or placements originally included in the scope of task instructions have not been published/disabled, for any reason, this must be mentioned

3.8. Updating Frequency caps at the Delivery Group level3.8.1. Initial Task Review ChecklistFrequency Capping Limit must be definedIf default ad is to be served, Ad ID must be provided3.8.2. Task ExecutionIf it is not specified whether to display default image or default ad once cap is met, assume it is default image 3.8.3. QA ChecklistIs there a full match between applied Frequency capping rules and task instructions?Have you addressed ALL placements or delivery groups that needed update?If applicable have Default Ads been selected correctly?3.8.4. Providing FeedbackTBD

3.9. Geo-Targeting: 3.9.1. Initial Task Review ChecklistTarget Audiences must be created prior to the CSM submitting the task. Relevant Target Audiences should be listed in task instructions.Make sure there is one and only one non-targeted group called for per placement The Geo-targeting strategy must be clear to the team (so that the task can be executed in context)The creative for each region, AND the creative for the default, non-targeted group, must be clearly outlined (every geo-targeting solution also requires a non-targeted delivery group)Ad IDs must be provided 3.9.2. Task ExecutionAll placements in the task should receive both the non-targeted delivery group, and any relevant targeted delivery groups **NOTE: You will be able to attach targeted delivery groups to placements without a non-targeted delivery group applied . . .and publish those ads. But it will not be possible for the CSM to send tags to the publisher without a non-targeted group applied.If No Instructions on a Non-Targeted Group have been Provided:If the Task includes Publishing the Ads, Stop and send a question to CEX/CSM asking what should be used as the default delivery group, pointing out that they will not be able to send tags until a default group is applied Special note: IF CEX/CSM says to use the same ads in the default group as on any of the Targeted Groups, please point out that this decision means that targeted region/group will then perform exactly as non-targeted, default group.If the Task does not include publishing the Ads, conduct attachment for Targeted Groups as instructed and include in Task Notes This campaign does not have a default, non-targeted group applied. It will not be possible to send tags to publishers until a delivery group for non-targeted users is created.3.9.3. QA ChecklistDo ALL placements have both non-targeted and relevant targeted delivery groups applied?Does the list of Ads in each delivery group corresponds completely with task instructions?3.9.4. Providing FeedbackSee above Task Execution for tasks that do not include instructions on non-targeted groupsIf any of the delivery groups created across default / targeted regions for each size, contain the exact same ad names and ad rotations, please point out that the performance of these delivery groups will be identical

3.10. Re-targeting: 3.10.1. Initial Task Review ChecklistTarget Audiences must be created prior to the CSM submitting the task. Relevant Target Audiences should be clearly listed in task instructions.For ad level re-targeting, re-targeting tags must be set up / generated in the system and provided with task instructionsAny edits needed to retargeting tags should be clearly outlinedThe fields in which the retargeting tags should be placed must be statedThe Re-Targeting strategy must be clear, and all relevant creative should be present (so that the task can be executed in context) Ad IDs must be provided For Retargeting, each relevant placement MUST receive a non-targeted delivery group in addition to any targeted delivery groupsIf No Instructions on a Non-Targeted Group have been Provided - Stop and send a question to CEX/CSM asking what should be used as the default delivery group3.10.2. Task ExecutionFamiliarize yourself with the Target Audiences that have been created for the task For ad-level retargeting: familiarize yourself with the retargeting tags, and any corresponding values, for the task as they appear under the corresponding Advertiser; and how they correspond to Target Audiences relevant for the taskMake sure you know how to edit retargeting tag values, if needed, for application on the ad level on the campaignSince in 2.1 there is only one corresponding Ad copy on the placement level for each Master Ad attached, no matter how many delivery groups that Master Ad appears in for that placement. . .You must pay special attention that any Master Ads that receive retargeting tags do not re-occur across multiple groups in a way that will conflict with re-targeting strategyIf the task calls for setting Ad level retargeting tags AND attaching Ads (creating Related Ad Copies) place the retargeting Tags on the Master Ad level before attaching the Ads (So that all Related Ad Copies inherit them).3.10.3. QA ChecklistDelivery groups have been assigned to the correct target audiencesEach delivery group carries the correct Master Ads, according to task instructionsFor ad level retargeting: the application of retargeting tags corresponds to the structure of targeted delivery groups, and aligns with re-targeting goals of campaign3.10.4. Providing FeedbackList each delivery group name, and which target audience setting it has receivedDetail how re-targeting tags have been applied to master ads, if applicable

3.11. Sending Code Packages to Site Contacts3.11.1. Initial Task Review ChecklistOnly send code packages when specifically requested in the task.Only Client Services Managers in North America and Australia are approved to request this service. Check the task naming convention to confirm whether to accept or reject the instruction to send code. MarketTask Naming Convention Begins. . .Approved to Request Sending Code

US / NATRAF | . .YES

UKUKTRAF | . .NO

EMEA Spain (ES)ES TRAF |NO

EMEA France (FR)FR TRAF | . .NO

EMEA Italy (IT)IT TRAF | . . .NO

EMEA Germany (DE)DE TRAF | . . NO

Australia (AU)TRAF AU | . .YES

Nordics (NOR)NOR TRAF | . . .NO

Support (SMB)SMB TRAF . . .NO

LATAMLATAM YES/ allowed for placements level tags

Identify whether you need to send code packages for the entire campaign or for only specific publishersIf no publisher is specified in the task, assume you should send code for the entire campaignIf the task requests that you send code only for specific placement IDs, contact the CSM and refer them to the list of services, and offer to send the code package email instead of generating tags for specific placements, if they would like. 3.11.2. Task ExecutionUnless you are 100% confident that you should publish ALL Ads attached to the campaign, do NOT select checkbox Publish ads not yet publishedAlways choose Site contacts and to me AND Send to Campaign Agency Contacts as Well unless otherwise specifiedYou must SELECT Send from admin account (Do Not Reply)You must DE-SELECT Include senders details in alertsOnly add Additional Notes if specifically instructed in the task3.11.3. Trouble-ShootingIn the event that the agency you have been asked to generate code for has a billing status of IO required, it will be necessary for the agency to sign their Insertion Order before code can be generatedIn this case, you will receive the system message Tags cannot be generated because the IO has not been generated. Click Generate IO to Generate the IO. After generating the IO, please sign the IO before trying to generate the code again.DO NOT GENERATE THE IO. Reach out to the Client Services Manager for the task, or the Ad Ops Managers on Ad Ops Trafficking team, and sayWe are unable to generate tags because the IO has not been signed. The system requires a signed IO from this client before code can be sent. Please generate and send the IO to the client. Please instruct us whether you would like us to hang on to the task until you notify us that the IO has been signed, or whether you would like the completed task returned to you without sending code.If you receive any email correspondence from any publisher site contacts regarding any aspect of code, please do the following:Check the campaign contacts tab for MediaMind Contacts: Find the Account Manager contact and emailForward the email received from the publisher to the Account Manager with Campaign Execution / UK AdOps on cc: IMMEDIATELY, with the following message:Dear [Account Manager],One of the publishers for this campaign has reached out in response to the code package generated email. Our team does not communicate directly with publisher site contacts. Please see inquiry below.Thank you.3.11.4. QA ChecklistWere tags sent for all sites (or sites specified)?Were code packages sent anonymously?Were all code package emails received by SE team member?3.11.5. Providing FeedbackSave the code package email(s) you receive and attach it in task notes as proof that tags were sent.

3.12. Creating Conversion Tags3.12.1. Initial Task Review ChecklistRequired Items:AgencyAdvertiserReporting Name or Naming Convention for each new tagTag Type for each new Tag3.12.2. Task ExecutionIf no additional instructions are provided on the method of counting conversions / conversion value / whether to assign to all campaigns or a specific campaigns, etc., assume that the system default settings for new tags are correct.3.12.3. QA ChecklistIs Reporting Name for each tag correct?Are Tag Type and related settings correct based on task instructions?3.12.4. Providing FeedbackAll New Tag IDs created, and reporting names, should be providedIf default settings were used in the absence of task instructions, these default settings must be mentioned

3.13. Creating Mobile Conversion Tags3.13.1. Initial Task Review ChecklistRequired Items:AgencyAdvertiserReporting Name or Naming Convention for each new tagTag Type for each new TagAd Enabler 3.13.2. Task ExecutionYou will need to check a checkbox indicating the conversion is a Mobile oneIf no additional instructions are provided on the method of counting conversions / conversion value / whether to assign to all campaigns or a specific campaigns, etc., assume that the system default settings for new tags are correct.3.13.3. QA ChecklistIs Reporting Name for each tag correct?Are Tag Type and related settings correct based on task instructions?Is Mobile conversion tag checkbox selected?3.13.4. Providing FeedbackAll New Tag IDs created, and reporting names, should be providedIf default settings were used in the absence of task instructions, these default settings must be mentioned

3.14. Adding Third Party Tracking Tags to Conversion Tags3.14.1. Initial Task Review ChecklistBe clear about which portion of third party tags provided should be implemented in the systemGenerally you will be advised to only use the URL from the code we are given However, some 3rd parties will ask that we do not modify their tags and to implement the entire image or java script tag.Any edits to the content of the tag itself should also be clearly specified (clear up any questions on how to edit the tag ahead of time)Network Name should be specified for each third party for which a tag must be addedSite Market and Account Name should be also be specified / self-evident for each third party 3.14.2. Task ExecutionIF task does not provide instructions on de-duplication type or settings (or no-script mode), assume that default settings in platform are correct3.14.3. QA ChecklistAre Network Name, Site Market and Account Name correct?Are all additional tag settings specified in task instructions?3.14.4. Providing FeedbackSince the platform limits the no-script mode setting to one third party tag per conversion tag, if more than one third party tag was implemented, indicate which tag received platform setting no-script mode [the platform will do this on its own.]If default settings were used in the absence of task instructions, these default settings must be mentioned

3.15. Trafficking Mobile Placements3.15.1. Initial Task Review ChecklistTask instructions should specify whether mobile placements are being served by MediaMind // whether placement type should be Mobile Tracking or Mobile AdIf mobile placements need to be added, we need to check that all publishers listed on the plan have a corresponding Mobile account in MediaMind (We cannot traffic mobile ads/placements to Non-Mobile publisher accounts.)For US campaigns, this publisher account name will be [Original Publisher Account Name] Mobile USFor UK, this publisher account name will be [Original Publisher Account Name] Mobile UKIf mobile ads need to be trafficked, confirm that guideline of mobile ad matches placement guideline If mobile ads need to be trafficked, confirm that "Fallback Mechanism" is specified in the task3.15.2. Task ExecutionIf Mobile Guideline is not specified in task instructions, rely on guideline automatically populated in system according to publisher accountIf Mobile Guideline or image sizes specified in task conflict with guideline automatically populated in system according to publisher account raise a warning (keep working on the task but send an email).3.15.3. QA ChecklistDid you use correct Mobile Publisher Account?Is there a full match between guidelines for placements and ads ?3.15.4. Providing FeedbackProvide status of certified/uncertified publishers List executed placements vs. placements not executed, if applicable

3.16. Trafficking In-Stream placements3.16.1. Initial Task Review ChecklistTask instructions should specify whether In-Stream placements are being served by MediaMind, or whether tracking only placements are to be used If in-stream placements need to be added, we need to know whether the publishers listed on the plan have been certified for In-Stream VAST, and whether this check box on the placement level should be checked If Ad Attachment is included, Ad IDs must be provided. Check whether the ad format matches task instructions / publisher certification (In-stream VAST ad format can be used only for In-Stream VAST placements)3.16.2. Task ExecutionIf tracking only placements are needed for In-Stream, but task does not specify tracking only placement type, assume the correct type is In-Stream Tracking OnlyIf the publisher account is certified for In-Stream VAST, but task does not specify whether to use In-Stream Placement Type or In-Stream VAST, assume that In-Stream VAST is the correct choicePlacement Video Duration (:15 or :30) should match video length of Ad, if Ads are providedIf Ads are not included, and video length is not specified, choose :303.16.3. QA ChecklistDo all the Placements for VAST certified publishers have VAST checkbox selected?Are the Ads of correct format/length attached to placements of corresponding specs?IF full trafficking is called for, - are URLs applied?3.16.4. Providing FeedbackPlease specify, by publisher/placement:In-Stream Placement Type (VAST, Regular, Tracking Only) and Video Duration of Placement Type if Applicable

3.17. Making SV Edits to Ad(s)3.17.1. Initial Task Review ChecklistRelevant list of Master Ad IDsThe task should include clear instructions of which smart items in each relevant Master Ad need to be updated and howNames of smart items within each Master Ad must be given exactlyAny correspondence between smart items in platform and accompanying trafficking sheet must be clearNaming convention for new smart versions should be provided3.17.2. Task ExecutionMake copies of the original Master Ad and apply Naming Convention before creating updated versionsIdentify which item updates are consistent across versions and save time by deciding when to use edit multiple to edit more than one ad at a time3.17.3. QA ChecklistIs there full correspondence between New versions and task instructions (If Agency spreadsheet has been provided for Smart Versioning, make sure new Versions match instructions in Agency Sheet exactly)Did you preview each new version to confirm that updates perform correctly (text is not misaligned, image assets appear correctly, etc.)3.17.4. Providing FeedbackNew Master Ad IDs / Names for all new versions must be provided

3.18. Adding a Custom Java script 3.18.1. Initial Task Review ChecklistCustom Script must be providedIf custom script needs to be edited in any way, clear instructions on how to edit must be presentMaster Ad IDs AND Master Ad Name must be providedField in which to place Custom Script must be specifiedConfirm that the field specified does not already contain a script on the ads provided in the platform3.18.2. Task ExecutionIf the field is on ad pre-load advanced feature section should be used, manual edits must occur in the platformIf the field is on ad play or on ad download Ad URLs excel template can be used3.18.3. QA ChecklistHas Custom Script been applied correctly?(script is correct format, in correct field, field type is Javascript)Has Script been applied to ALL ads that needed it?IMPORTANTA: Make sure other tag types not included in the task have NOT been edited accidentally3.18.4. Providing FeedbackTBD

3.19. Copying / re-naming Ad(s)3.19.1. Initial Task Review ChecklistMaster Ad IDs to be copied must be providedNumber of new (copied) masters needed must be clearIf original Master Ad IDs are assigned or attached to a campaign, it must be clear whether new Master Ad IDs should reflect the same Assignment / Attachment (the purpose of creating Copies of Master Ads should be clear)Naming convention for new master ads must be provided3.19.2. Task ExecutionCreating new master ads by copying ads: always use same creative assets unless otherwise instructedDecide based on the instructions whether clickthrough URLs should be carried over during copyingWhen in doubt, choose to carry over clickthrough URLs3.19.3. QA ChecklistAre new Master Ads located in the same creative shop account, and link to the same asset folders, as the original Master Ad IDs?Have you copied over/updated all needed URLs, based on instructions Did you follow New Naming Convention?Did you follow any Assignment or Attachment instructions?3.19.4. Providing FeedbackNew Master Ad IDs and Names must be providedStatus of URLs (copied over, applied, missing, etc.) must be mentioned

3.20. Uploading Standard Banners 3.20.1. Initial Task Review ChecklistWho is the Creative Shop? Folder Path for New Ads must be namedReview creative assets attached to task and confirm if the assets are named in such a way that Mass Creation of Standard Banners can be usedIf not, naming convention for new ads must be provided Along with clear indication of how assets are to be paired, if there is more than one asset per adThere is at least one .jpg asset for each ad needed (An ad will be created if jpg with no matching swf is found, but not the other way around)3.20.2. Task ExecutionAlways be in the correct creative shop account when uploading ads!Always be in the correct folder when uploading new assets 3.20.3. QA ChecklistDid every new ad ID receive the correct assets and ad name?Do the assets for each new ad have the correct width and height for the banner size dimensions?If provided did you implement Clickthrough URLs?3.20.4. Providing FeedbackNew Master Ad IDs and Ad Names must be providedIF Clickthrough URL was not provided in task instructions, it must be mentioned that ads are without Clickthrough URL

3.21. Swapping in new flash assets to Ads3.21.1. Initial Task Review ChecklistWho is the Creative Shop? Folder Path for Ads must be namedMaster Ad IDs must be providedIt must be clear whether the asset swap is to take place on the ad-level in the master ads list of the campaign, or from within the asset folder in the creative assets list by replacing the existing asset in that folderIf not specified, assume that new assets should be uploaded separately and swap should occur from Master Ad Level Unless the new asset has the exact same name as a previous asset, in which case, the system will ask you to replace the existing asset on the folder level: IF this is the case, you will need to confirm that the asset in question is referenced only by the Master Ads you have been asked to update (not any additional creative)3.21.2. Task ExecutionAlways be in the correct creative shop account when updating ads!Always be in the correct folder when uploading new assets Understand which asset is being replaced on the existing ads, how to find that asset, and which field to edit in the ad settings tab (if you are swapping on the master ad level)Before executing the asset swap, preview each Master Ad that will be affected and understand what will change3.21.3. QA ChecklistWere the assets uploaded to the correct folder, in the correct account?Did each Master Ad receive the correct assets, in the correct field?IMPORTANT: Preview each master ad affected by the update and look for the change in the ad that reflects the asset swap, and confirm that the ad still performs correctly with the new asset.3.21.4. Providing FeedbackTBD

3.22. Creating Standard Banners for Mobile3.22.1. Initial Task Review ChecklistThe ads you have been asked to create are standard banners for mobile, onlyMobile Standard Banner can include: Image Only // Image and Text // Text OnlyAd Names/Naming convention provided, or can be inferred from asset namesGuideline is specifiedImage assets are JPEG or GIF format only (Not PNG)3.22.2. Task ExecutionAlways be in the correct creative shop account when uploading ads!Always be in the correct folder when uploading new assets Each ad should consist of four image assets, for different screen sizes, that match the ad guideline Leave 'Show this Ad on' setting as 'All Mobiles' in all cases, unless otherwise specified3.22.3. QA ChecklistDid each new ad ID receive the correct assets and ad name?Did you check that each ad consists of four image assets, for different screen sizes, that match the ad guideline? IF provided, - have clickthrough URLs been implemented?3.22.4. Providing FeedbackNew Master Ad IDs and Ad Names must be providedIF Clickthrough to: Mobile Landing Page(Advertiser Site / mini site) was not provided in task instructions, it must be mentioned that ads are without Clickthrough URLIt is highly recommended to create different assets for the different screen sizes, rather than resize a large size image.If the guideline custom has been used, and all assets for each ad are the same size, it should be noted in task feedback that ads may not display properly on all devices

4. Region Specific PracticesSome best practices are specific to different markets around the world, and should be kept in mind for any relevant trafficking tasks received from Client Services Managers in those markets4.1. UKFor UK tasks for which Agencies have provided Media Plan in the ADazzle format: please, enter the Ad Dazzle ID provided for each placement in the External Reference field at the placement level in MM platform.Example: ADazzle id=e5836. 4.2. AUFor AU, when selecting sites/sections for media plans, the following reference guide can be used for commonly included publishers: Appendix 5: Australian Publisher cheat sheetIn AU, for the publisher NineMSN, there is a special wallpaper execution that functions within an In-Banner Placement with Banner Size = 1x1. For this publisher, media plan placements with size 1x1 may be entered as In-Banner

Regardless of the type of trafficking task you are working on, the region from which the task was submitted (US, UK, AU, EMEA) will determine which user account(s) must be used during execution of the task. 4.3. User Accounts by RegionPrimary ServicEngine user accounts (SE.[Name]) are established under the East Coast Time Zone of US. These user accounts should be used to execute all tasks received from NA CSMs, with naming convention TRAF | . .For regions outside North America, time zone specific user accounts should be used.

Region / MarketTask Naming ConventionTime ZoneSE User Account Naming

US/NATRAF | [Agency] | [Advertiser] | etc.GMT - 5SE.[Name]

UKUKTRAF | [Agency] | [Advertiser] | etc.GMTSE.UK-user[#]

EMEA Spain (ES)ES TRAF | [Agency] | [Advertiser] | etc.GMT + 1SE.CentralEurope[#]

EMEA France (FR)FR TRAF | [Agency] | [Advertiser] | etc.GMT + 1SE.CentralEurope[#]

EMEA Italy (IT)IT TRAF | [Agency] | [Advertiser] | etc.GMT + 1SE.CentralEurope[#]

EMEA Germany (DE)DE TRAF | [Agency] | Advertiser | etc.GMT + 1SE.CentralEurope[#]

Australia (AU)TRAF AU | [Agency] | [Advertiser] | etc.GMT + 10SE.Australia[#]

Nordics (NOR)NOR TRAF | [Agency] | [Advertiser] | etc.GMT + 1SE.CentralEurope[#]

For task requests from Support team for Self Service Clients please use a user account appropriate to the region of the media agency for whom the task has been submitted. (If it is a UK Media Agency, use a UK account; if it is an AU agency, use an AU account, and etc.) The naming convention for these SMB tasks as follows:SMB TRAF [Country Code] | [Agency] | [Advertiser] | [Campaign Name] | [Request Description]Example: SMB TRAF US | Levelwing | Nike | Thanksgiving Shoes 2011 | Campaign Upload

5. Addressing VIP Clients or Campaigns with Special Needs5.1. US Harley DavidsonAll media plan entry and media plan updates for campaigns for Advertiser = Harley DavidsonAgency = Starcom DetroitShould be executed in accordance with the following guidelines:Appendix 6 - Harley Davidson Trafficking InstructionsAppendix 7 - HD Naming Conventions Guidelines (8.10.11)5.2. US TiffanysSite/section selection for media plan entry and media plan updates for campaigns for Advertiser = TiffanysAgency = Tiffany North AmericaShould be executed in accordance with the following guidelines:Appendix 8: Rules for choosing Sites and Sections in Tiffany Campaigns - Mar 22 125.3. US Calvin KleinSite/section selection for media plan entry and media plan updates for campaigns for Advertiser = Calvin KleinAgency = Calvin Klein North AmericaShould be executed in accordance with the following guidelines:Appendix 9: Rules for choosing Sites and Sections for Calvin Klein - Nov 185.4. US BOSSite/section selection for media plan entry and media plan updates for campaigns for Advertiser = ALL Advertisers forAgency = BOSShould be executed in accordance with the following guidelines:Appendix 10: BOS Site List for MM CEXAppendix 11: BOS Trafficking Instructions - FINAL Update - 3.15.20125.5. US Team MazdaMedia plan entry/updates, ad attachment/rotation updates, urls/third party tag implementation for campaigns for Advertiser = MazdaAgency = Team MazdaShould be executed in accordance with the following guidelines:Appendix 12: Team Mazda Trafficking Instructions 2-27

6. When to Ask Questions / Using Best JudgmentFor any scenario that is not mentioned above in Best Practices next steps must be chosen according to the ServicEngine teams best judgment, from the following options:OPTION 1Send a question to CEX/CSM and place the task on hold until questions are answeredDo this when you are genuinely unsure how to proceed with the entire task // suspect there may be a major flaw in task instructions/agency sheet OR When the consequences of moving forward based on an assumption are irreversible (for example, publishing ads) The result of any email exchange should be mentioned in task notes

OPTION 2Make an assumption based on platform expertise and trafficking experience about what to do next, and ALSO send an email to CEX/CSM confirming this assumption before the task is returnedDo this when you are relatively confident that your decision is correct, but just need to play it safe by getting confirmation in writing OR When the question pertains to just a small subset of the task as a whole (for example, you are trafficking 100 placements, and only have questions about 10) The result of any email exchange should be mentioned in task notes

OPTION 3Make an assumption based on platform expertise and trafficking experience about what to do next, and simply document all assumptions/decisions in the Task Notes Do this when you are very confident that your decision is correct

NOTE: All Questions sent via email should contain precise information, including examples and screenshots, describing the nature of the problem.