1. AD Tech is the product of Platform-A, AOL's advertising business, is the industry's largest digital advertising platform.
2. DFA is the product of DoubleClick, a company that develops and provides Internet ad serving services. But In March 2008, Google acquired DoubleClick.
3. DFA have better navigation system as compare to Ad Tech. Due to poor navigation system, it is not easy to work on.
4. One special feature in AD Tech is i-Center. It gives a bit help to navigate the system.
5. AD Tech does not provide the better functionality such as you cannot more than a single ad placement in a single click tag.
6. Poor report variable alignment in AD Tech.
7. AD Tech have better report template. They show nice graphs and charts for every requested report table.
8. DFA don’t have live monitoring. You have to wait at least 12 to 15 hours to get updated report.
9. DFA offers bulk upload functionality of creative’s. Whereas AD Tech does not support such kind of feature.
10. DFA supports multiple links in a single ad.
11. There is no definition of Master Campaign and flights in DFA.
12. In Helios IQ, ADTECH supports the postclick tracking for transactions and for user tracking. For postclick tracking Helios generates Beacon Tags, where as for activity DFA uses Spotlight Tags.
13. The most important point of this comparison is Helios IQ is cheaper than DFA. But DFA report is more accurate and precise as compare to Helios IQ. For better result and ROI, we should go with DFA.
Monday, June 22, 2009
DFA(DART for Advertisers)
DART for Advertisers (DFA), an integrated advertising management and serving solution, powers billions of ads per month. Robust, scalable and backed by round-the-clock customer support, DFA helps you juggle even the most complex, multi-media campaigns with tools to streamline ad management, trafficking and workflow.
DFA is an ad management and serving solution that can help you manage the entire scope of your digital marketing program. Whether you work alone or with a team of 100, you can rely on DFA's streamlined workflow, redesigned trafficking system, and powerful reporting features to:
1. Manage, traffic, serve, and review your online display, rich media, and search marketing campaigns across channels.
2. Automate manual and time-consuming trafficking tasks.
3. Enjoy consistent measurement and understand how customers interact with your brand across all channels in your online media plan.
4. Turn marketing dollars into profit.
Advanced targeting brings you closer to your audience
DFA’s sophisticated targeting ensures your ads reach the right audience. Choose from a variety of targeting options, including:
Audience segment
• Geography by DMA, countries, states, ZIP, and area codes
• Dayparting
• Website content, categories, and site placements
• Browser type and operating system
• Keywords
Creative optimization puts your best ads forward
With DFA creative optimization, you can adjust your campaigns to serve only the best-performing creatives based on criteria and goals you set. For example, you can optimize by clickthrough rate, post-click conversion activities, or post-impression activities. Also, DFA's minimum percentage feature prevents creative burnout and drop-off of ads that might improve over time. As a result, you won't need to monitor your campaign placements and creatives constantly or wait for publishers to replace poorly-performing creatives.
Integrated reporting clarifies results
Report Central, DFA’s reporting dashboard, provides data for your online media plan, including display ads, rich media, video, and search. You can customize and save frequently-run reports, view performance data across multiple web channels, and automate report delivery.
A unified platform improves efficiency
DFA shares the DART platform with MediaVisor, DART Search, DoubleClick Rich Media and Video, and the DoubleClick Advertising Exchange. Together, these solutions can help you master even the most complex online advertising strategy.
DART: Dynamic Advertising Reporting and Targeting
DFA is basically an online advertising tool. Here you can create campaign, organize the ads and multiple formats of reporting (like inventories details and targeting). Advertisers and agencies can create and manage campaigns centrally across all media buys using DFA.
Parts: There are the three main tabs in DFA
Trafficking
Reporting
Administration
Trafficking: -
1. Campaign
Serving Advertisement = Advertisement + Publishing Site
Advertisement=Creative (One or more) + Landing Page URL
Creative = (Flash Creative +DFA Click Tag) + Image (Gif or Jpeg)
DFA Click Tag (for Flash Creative)
on (release)
{
geturl(_level0.clickTag, “_blank”)
}
Flash Creative Size= max 30kb, 3 frame
Image File=20 kb
There are two kinds of Tag
1. Standard Tag
It holds an Impression source, Impression Tracker, Click Tracker, IP Tracker, and Time Stamp Tracker.
2. Click Tag
It holds a Click Tracker, IP Tracker, and Time Stamp Tracker.
2. Spot Light Tracking
Spotlight associates the Double-click cookie who viewed/clicked on an ad.
Tracking Landing Page events
Counters: These type of tag tracks the number of times a browser visits a web page.
Sales: This type of tag tracks the monetary amount of items purchased, as well as the number of transactions or the number of items purchased.
-------------------------------------------------------------------------------------
Reporting: -
Home
This is the home page of Report central.
Reports
This page shows all reports links with their details.
Queries
This is main working page of the report central; here you can create queries according to the single advertiser, network and geography.
-------------------------------------------------------------------------------------
Administration: -
Here we can create and update placement site and update existing media templates.
-------------------------------------------------------------------------------------
DFA is an ad management and serving solution that can help you manage the entire scope of your digital marketing program. Whether you work alone or with a team of 100, you can rely on DFA's streamlined workflow, redesigned trafficking system, and powerful reporting features to:
1. Manage, traffic, serve, and review your online display, rich media, and search marketing campaigns across channels.
2. Automate manual and time-consuming trafficking tasks.
3. Enjoy consistent measurement and understand how customers interact with your brand across all channels in your online media plan.
4. Turn marketing dollars into profit.
Advanced targeting brings you closer to your audience
DFA’s sophisticated targeting ensures your ads reach the right audience. Choose from a variety of targeting options, including:
Audience segment
• Geography by DMA, countries, states, ZIP, and area codes
• Dayparting
• Website content, categories, and site placements
• Browser type and operating system
• Keywords
Creative optimization puts your best ads forward
With DFA creative optimization, you can adjust your campaigns to serve only the best-performing creatives based on criteria and goals you set. For example, you can optimize by clickthrough rate, post-click conversion activities, or post-impression activities. Also, DFA's minimum percentage feature prevents creative burnout and drop-off of ads that might improve over time. As a result, you won't need to monitor your campaign placements and creatives constantly or wait for publishers to replace poorly-performing creatives.
Integrated reporting clarifies results
Report Central, DFA’s reporting dashboard, provides data for your online media plan, including display ads, rich media, video, and search. You can customize and save frequently-run reports, view performance data across multiple web channels, and automate report delivery.
A unified platform improves efficiency
DFA shares the DART platform with MediaVisor, DART Search, DoubleClick Rich Media and Video, and the DoubleClick Advertising Exchange. Together, these solutions can help you master even the most complex online advertising strategy.
DART: Dynamic Advertising Reporting and Targeting
DFA is basically an online advertising tool. Here you can create campaign, organize the ads and multiple formats of reporting (like inventories details and targeting). Advertisers and agencies can create and manage campaigns centrally across all media buys using DFA.
Parts: There are the three main tabs in DFA
Trafficking
Reporting
Administration
Trafficking: -
1. Campaign
Serving Advertisement = Advertisement + Publishing Site
Advertisement=Creative (One or more) + Landing Page URL
Creative = (Flash Creative +DFA Click Tag) + Image (Gif or Jpeg)
DFA Click Tag (for Flash Creative)
on (release)
{
geturl(_level0.clickTag, “_blank”)
}
Flash Creative Size= max 30kb, 3 frame
Image File=20 kb
There are two kinds of Tag
1. Standard Tag
It holds an Impression source, Impression Tracker, Click Tracker, IP Tracker, and Time Stamp Tracker.
2. Click Tag
It holds a Click Tracker, IP Tracker, and Time Stamp Tracker.
2. Spot Light Tracking
Spotlight associates the Double-click cookie who viewed/clicked on an ad.
Tracking Landing Page events
Counters: These type of tag tracks the number of times a browser visits a web page.
Sales: This type of tag tracks the monetary amount of items purchased, as well as the number of transactions or the number of items purchased.
-------------------------------------------------------------------------------------
Reporting: -
Home
This is the home page of Report central.
Reports
This page shows all reports links with their details.
Queries
This is main working page of the report central; here you can create queries according to the single advertiser, network and geography.
-------------------------------------------------------------------------------------
Administration: -
Here we can create and update placement site and update existing media templates.
-------------------------------------------------------------------------------------
Ad Tech (HELIOS IQ)
ADTECH AG is a leading international digital marketing solutions company. Its key products are the HELIOS IQ ad serving platform and the E-Mail technology HELIOS Messenger. ADTECH’s customers make use of our infrastructure and technology to send both digital adverts and e-mail content efficiently, quickly and precisely to the user. ADTECH provides Europe’s agencies, networks and publishers with its solution. ADTECH has been established in the industry for more than eight years and has customers in 25 countries and delivers with its technology more than 900 Million ads per day.
Helios IQ offers the list of features as shown below:
1. Graphic representation of an agency’s media plan
Campaign calendar at a glance – quick overview of the booked time ranges.
2. Quick Campaign Push
Campaign updates go live in under three minutes.
3. Efficient Campaign Management
Campaign Wizard and Entity Tree for easy booking of advertising campaigns. Unlimited banner formats. Inventory estimation under consideration of targeting criteria. Campaign control and optimization on CPM, CPC and effective CPM basis possible. Campaign history logs.
4. Live Test
Banner preview directly on the ad placement! From a simple GIF banner to complex Rich Media and Online Video Ads – Helios IQ lets you see them in a live environment, in the browser of your choice!
5. Live Monitoring
Impressions, Views, Clicks and Click rate are reported live (in real time) – for campaigns and web sites.
6. Interactive Reporting
Highest flexibility in reporting for individual presentation of the data. Standard reports (web sites, campaigns, network, user), Inventory/Forecasting reports, Report subscriptions - even for every hour. Compatible with Excel, CSV and XML.
7. Post click tracking for Transactions
detailed reporting to comprehend if users that had clicked on a banner beforehand made a transaction on the website of the target URL (i.e. order an article in the shop or sign up for a newsletter).
8. User Tracking
With the user tracking function, you can retrace on which pages within the Internet presence the users are navigating.
9. Advanced Targeting
Many specific targeting criteria to send online advertising efficiently, quickly and precisely to the user - including local targeting up to city level.
10. Rich Media formats and Booking
Wizard with predefined media formats. Easy upload and multi link feature. Complicated ad formats (Layer, Flash, etc.) are automatically adjusted to the ad server. Disk space to save creative’s in the ad server for further usage – and much more.
11. Maximal Performance and Security
Extremely high security standards and uptime in banner delivery by the ADTECH ad serving data centers.
--------------------------------------------------------------------------------------
Helios IQ has three major tabs
Master Data
Monitoring
Administration
and one intelligent tab
i-Center
Master Data: - This is the main tab of Helios IQ. Here we are doing all trafficking and targeting. Here we can create advertiser, campaign, website with their placement. Helios IQ is managed via the master data area. All data that does not belong to the so-called transaction data and that is necessary for the management of the daily work process is managed in the master data.
Monitoring: - This section provides all reporting and subscriptions of reports. Helios offers a list of predefined multiple reports format template. There is no any option of customizing the reports. The best feature of this system is live monitoring. It provides real time reports.
Administration: - It holds all information about user account and important settings for your network.
i-Center: - The i-Center is the navigation tool in Helios IQ, which allows you to navigate fast and targeted through Helios IQ. It may be hidden at any time. In certain procedures, the i-Center is hidden automatically.
Helios IQ makes a distinction between Standard Campaigns and Master Campaigns. A Standard Campaign is a single self-contained campaign. It often happens, however, that a customer order has to be classified in several sub campaigns. In this case, you can group the sub campaigns (= Flights) under a Master Campaign.
Helios IQ offers the list of features as shown below:
1. Graphic representation of an agency’s media plan
Campaign calendar at a glance – quick overview of the booked time ranges.
2. Quick Campaign Push
Campaign updates go live in under three minutes.
3. Efficient Campaign Management
Campaign Wizard and Entity Tree for easy booking of advertising campaigns. Unlimited banner formats. Inventory estimation under consideration of targeting criteria. Campaign control and optimization on CPM, CPC and effective CPM basis possible. Campaign history logs.
4. Live Test
Banner preview directly on the ad placement! From a simple GIF banner to complex Rich Media and Online Video Ads – Helios IQ lets you see them in a live environment, in the browser of your choice!
5. Live Monitoring
Impressions, Views, Clicks and Click rate are reported live (in real time) – for campaigns and web sites.
6. Interactive Reporting
Highest flexibility in reporting for individual presentation of the data. Standard reports (web sites, campaigns, network, user), Inventory/Forecasting reports, Report subscriptions - even for every hour. Compatible with Excel, CSV and XML.
7. Post click tracking for Transactions
detailed reporting to comprehend if users that had clicked on a banner beforehand made a transaction on the website of the target URL (i.e. order an article in the shop or sign up for a newsletter).
8. User Tracking
With the user tracking function, you can retrace on which pages within the Internet presence the users are navigating.
9. Advanced Targeting
Many specific targeting criteria to send online advertising efficiently, quickly and precisely to the user - including local targeting up to city level.
10. Rich Media formats and Booking
Wizard with predefined media formats. Easy upload and multi link feature. Complicated ad formats (Layer, Flash, etc.) are automatically adjusted to the ad server. Disk space to save creative’s in the ad server for further usage – and much more.
11. Maximal Performance and Security
Extremely high security standards and uptime in banner delivery by the ADTECH ad serving data centers.
--------------------------------------------------------------------------------------
Helios IQ has three major tabs
Master Data
Monitoring
Administration
and one intelligent tab
i-Center
Master Data: - This is the main tab of Helios IQ. Here we are doing all trafficking and targeting. Here we can create advertiser, campaign, website with their placement. Helios IQ is managed via the master data area. All data that does not belong to the so-called transaction data and that is necessary for the management of the daily work process is managed in the master data.
Monitoring: - This section provides all reporting and subscriptions of reports. Helios offers a list of predefined multiple reports format template. There is no any option of customizing the reports. The best feature of this system is live monitoring. It provides real time reports.
Administration: - It holds all information about user account and important settings for your network.
i-Center: - The i-Center is the navigation tool in Helios IQ, which allows you to navigate fast and targeted through Helios IQ. It may be hidden at any time. In certain procedures, the i-Center is hidden automatically.
Helios IQ makes a distinction between Standard Campaigns and Master Campaigns. A Standard Campaign is a single self-contained campaign. It often happens, however, that a customer order has to be classified in several sub campaigns. In this case, you can group the sub campaigns (= Flights) under a Master Campaign.
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