ADVERTISEMENT MANAGEMENT SYSTEM
Contents
1. Campaigns lj Launch a new Campaign Image No fie select Choose File cancel upload Publishing an Ad 45 The default home page of publishing section lists all the currently active channels f Homo ros 10 8 e Croato Now Charno lE Generate Aa Code rt4nugera cor mi Generate Search Box Coge mM Reports Suns Type Fra Press Publishing an ad on one s web pages 1s also a 2 step process l Create a Channel optional In order to track each ad getting published on one s site a channel needs to be created fe Home Create Channel Channel Name ip Create New Channel avenuesoft com Advertising Publishing Logout Choose this option if you want to publish ad on your web site Choose this option if you want to implement a search box Type Ur lj Generate Ad Code i on your web site Status Active Generate Search Box Code Link To Content Service Account Search Service Account uu Reports Crealo Channel Find Q Next Previous O Highlight all _ Match case 46 2 Generate ad code search box code Publisher needs to enter all the color codes and select channel to track the ad in order to publish the ad on his her web pages Similarly for implementing search box on one s website publisher needs to provide all the color combinations so that the ad or search box blends with the look and feel of web pages fi Home Generate2. Search Box Code E Create New Channe arene nb4tugera corr Ml Generate Ad Code lj Generate Search Box Code fj Reports Q Find Q Next Previou Highlight Match case The publisher can generate reports in order to keep track how ads are performing and how much revenue each ad 1s generating for him her 4 K oro Y Com Nos Care B Omox As Co o a epos
3. a particular spot The system generally sets each bid based on the goal that has been set for it such as maximize profit maximize traffic and so forth The system 1s usually tied into the advertiser s website and records the statistics of each click which then allows advertisers to set bids CPM Cost per Mille or 1000 impressions In this model advertisers pay for the exposure or impressions of their ad irrespective of the number of users who actually clicked the ad It is used as a benchmark to calculate the relative cost of a campaign or an ad message in a given medium A 50 CPM means the advertiser pays 50 per every 1 000 times his or her ad appears on any website CPA Cost Per Action Advertising impressions are free in this model and advertisers pay only for the amount of users who complete some action that advertisers feel will lead to a sale Publishers run the ad at their own risk and do not get paid until users click the ad and make a purchase sign up for a service or register for a newsletter 3 3 KEY ELEMENTS The various key elements in online advertising are Impressions Impression is the number of exposures of an ad or a commercial to people Each time an ad appears it is counted as one impression Keywords Keywords are a set of words that best describe a product or a service to be advertised Keywords can be matched with searches on search engine in two ways e Exact When specified as a keyword property exact ma
4. clicked the ad 18 Click Through Rate This is the number of times an ad is clicked divided by the number of times the ad is shown A high click through rate implies that users find the ad helpful and relevant Ad Position This 1s the order in which ads show up on the page Figure 3 2 shows a few of the ad positions Ads can appear on the top of a search results page on the side of the page or on the bottom of the page e g ad position 1 means that the ad is the first ad on the page 15 Google UE A A v PA our Ad Ter a Sa t1 o ee oe Figure 3 2 Ad positions Average CPC This is the average amount an advertiser pays each time someone clicks on the ad Adding the cost of all clicks and dividing it by the number of clicks determines the average CPC 16 Costs This is the total cost incurred by an advertiser on that particular campaign or ad An advertiser can currently add only test and image ads Various image formats that an advertiser can upload are shown in Table 3 1 An advertiser can create an advertising campaign in the AMS application by completing the form shown in Figure 3 3 The application allows an advertiser to target ads on various devices and to a certain section of the audience based on age group and gender An advertiser can also change the various settings of a campaign The following attributes of a campaign can be changed Name Start Date An advertiser can cha
5. interested in his or her business If an advertiser uploads ads on the AdWords server the advertiser can create different types of ads and target ads to a certain section of the audience These ads can appear in different places across the web depending on how an advertiser targets them Ads have keywords keywords are a set of words related to the product an advertiser wishes to advertise Whenever someone searches using Google Search ads can appear alongside the search results Advertisers have the option to display their ads on Google s Display Network sites that are not search engines such as Google Gmail YouTube and Google Maps as well as Display Network partners Click through rates are much lower on display networks compared to search networks Ads uploaded to AdWords can appear a on Google Search sites b on mobile phones with full browsers tablets and devices c to people who speak a specific language d to people who are in a specific location e to people of a certain age group and f on websites people visit Advertisers can also target tablet devices as well as mobile devices that support HTML web pages e g iPhone or Android devices The number of ads to be displayed on tablet devices is based on the orientation of the tablet Google AdWords Application Programming Interface API enables developers to build applications that interact with the AdWords platform 2 2 GOOGLE ADSENSE APPLICATION PROGRAMMING INTER
6. no formal specification PHP is free software released under the PHP License which is incompatible with the GNU General Public License GPL due to restrictions on the usage of the term PHP Any PHP code in a requested file is executed by PHP runtime usually to create dynamic web page content or dynamic images used on websites or elsewhere PHP can also be used for command line scripting and client side graphical user interface GUI applications PHP can be deployed on most web servers operating systems and platforms and can be used with many relational database management systems RDBMS PHP has the following advantages a it 1s less confusing and has a stricter format without losing flexibility b it is easy to integrate into HTML c it 1s free of charge d it is the complete source code for users to build customize and extend for their own use and e it includes a command line interface capability and can be used in standalone graphical applications PHP compiles the script down in the background to a series of instructions whenever it is accessed These instructions are then executed sequentially until the script terminates which 1s different from compiled languages such as C where the code 1s compiled down to a native executable code and then that executable file is used from that point on Instead PHP recompiles script each time it is requested One major advantage to having interpreted code is that all the memory used by the
7. of customers based on their location gender age and language This geographic and demographic targeting helps advertisers to customize their message to a targeted group of consumers in a more focused manner However online advertising has its own limitations based on the customer s perspective e g the inability of buyers to touch see and try the products before making a purchase Various targeting methods include the following e Behavioral Targeting This uses the prior behavior of the viewer to determine which ad to show during a given visit e g targeting camera ads on a portal to a viewer that was known to have visited the digital camera section of a general media site 14 e Contextual Targeting The ad server scans the keywords on the page and returns advertisements to the web page based on what the user is viewing Thus the content of the ad is related to the content of the website where it is displayed 3 2 ADVERTISING METRICS The following are various advertising metrics CPC Cost Per Click In this model advertisers pay when someone clicks on the ad but does not necessarily makes a purchase Advertisers bid on keywords related to their target market Content websites generally charge a fixed rate per click instead of using a bidding system In a bidding system advertisers compete against each other to get a spot on a publisher s site Each advertiser provides the maximum amount he or she is willing to pay for
8. publishers Figure 4 4 shows the list of existing channels Publishers can delete a channel by simply changing the status from ACTIVE to DELETED Publishers can change the status for a channel on the home page itself Publishers can format the appearance of ads to blend with the look and feel of their websites by choosing the following e The border color of the ad e The background color of the ad e The link color of the ad e The URL color of the ad e The text color of the ad e Ad type from image only text only image and text 4 link or 5 link user_account username password user_id fk role_id_fk publisher_id publisher_email user_id_ fk Figure 4 1 Database schema Create Publisher Account Login Email Purpose Business Individual Website URL Syndication Service Content Search Enable Email Promotion Create Account Figure 4 2 Create a new publisher account 3l advertiser email password service provider user id fk channels channel id type status publisher id user id fk Advertising Publishing Logout 32 4i Home Create Channel 5 Create New Channe l Generate Ad Code lj Generate Search Box Code Es Reports Figure 4 3 Create a new channel m m wu 2 Figure 4 4 Lists of channels e Corner styles from default corners rounded corners very rounded corners or square corners e Channel name Figure 4 5 shows the form where publish
9. specify individual bids for ad groups or keywords The user can however set the upper limit on CPC bids for the entire campaign in order to have more control over the costs but setting this upper limit may restrict the number of clicks ads receive This is called a CPC bid limit On the other hand in the case of manual bidding the advertiser can specify different bids for each ad group in a campaign If certain keywords appear to be more profitable the advertiser can use manual bidding to allocate more of his or her advertising budget to those keywords If the advertiser is not sure which keywords are more profitable or does not have time to manage manual bids automatic bidding 1s the best option While selecting the budget for a campaign an advertiser can also choose a standard or an accelerated delivery option for the campaign Delivery options affect how quickly ads should be shown each day within the selected budget Standard delivery makes sure that all clicks do not get accrued early during the day and that ads reach a wide ranging audience over the course of the day In the case of accelerated delivery ads are displayed as soon as reasonably possible until the budget 1s reached 14 An advertiser can also check on the performance of each campaign The various attributes in the campaign statistics are e Impressions This is the number of times the ad is displayed on various websites e Clicks tThis is the number of times a user has
10. 3view E2 80 93controller accessed February 2010 n d WIKIPEDIA Online advertising Wikipedia http en wikipedia org wiki Online_advertising accessed August 2010 n d GOOGLE Type campaign v201 109 http code google com apis adwords docs reference latest CampaignService Campai en html accessed January 2011 n d BLAKE CPC Maximum average and minimum An earlier post re visited Blogspot http adwords blogspot com 2008 03 cpc maximum average and minimum earlier html accessed January 2011 March 2008 15 16 17 18 19 31 GOOGLE Delivery method Google http support google com adwords bin answer py hl en amp answer 1 17584 accessed September 2011 March 2011 GOOGLE AdWords help http support google com adwords bin answer py hl en amp answer 1722122 amp topic 1 713940 amp ctx topic accessed August 2011 December 2011 GOOGLE What is AdSense Google https www google com adsense www en_US tour index html accessed August 2011 n d ADSENSEHOWTO How Google AdSense works Adsensehowto http www adsensehowto net google_adsense how_google_adsense_works php accessed September 2011 n d ADSENSEHOWTO Understanding Adsense channels Adsensehowto http www adsensehowto net google_adsense adsense_channels php accessed September 2011 n d APPENDIX USER MANUAL 38 39 This instruction set explains the functionalities of placing an advertisement and getting an ad publ
11. 51199800 what is behavioral targeting tag bnet accessed December 2011 May 2008 WIX LEARNING CENTER The advantages of online advertising vs traditional methods Wix Learning Center http www wix com flash web design learning center promoting your website the advantages of online advertising vs traditional methods html accessed January 2012 n d JOHN WANAMAKER Special The advertising century AdvertisingAge http adage com century people006 html accessed January 2012 March 1999 WIKIPEDIA Ad serving Wikipedia http en wikipedia org wiki Ad serving accessed November 2011 n d BROWSER MEDIA DoubleClick deal means Google controls 69 of the online ad market Browsermedia http www browsermedia co uk 2008 04 0 1 doubleclick deal means google controls 69 of the online ad market accessed January 201 1 April 2008 WIKIPEDIA AdWords Wikipedia http en wikipedia org wiki Adwords accessed October 2010 n d WIKIPEDIA AdSense Wikipedia http en wikipedia org wiki AdSense accessed August 201 1 n d PHP Home page PHP http www php net accessed August 2010 n d MYSQL MySQL 5 1 Reference Manual MySQL http dev mysql com doc refman 5 1 en index html accessed August 2010 n d MICROSOFT Model view controller Microsoft http msdn microsoft com en us library ff649643 aspx accessed February 2011 n d WIKIPEDIA Model view controller Wikipedia http en wikipedia org wik1 Model E2 80 9
12. ADVERTISEMENT MANAGEMENT SYSTEM A Thesis Presented to the Faculty of San Diego State University In Partial Fulfillment of the Requirements for the Degree Master of Science in Computer Science by Neha Bansal Spring 2012 SAN DIEGO STATE UNIVERSITY The Undersigned Faculty Committee Approves the Thesis of Neha Bansal Advertisement Management System Department of Computer Science Joseph Lewis m Department of Computer Science Dar Leonardo R Marino Department of Electrical and Computer Engineering DIAA RO Approval Date Copyright O 2012 by Neha Bansal All Rights Reserved iii DEDICATION This thesis is dedicated to my parents my sister Muskaan and my friend Manpreet who has always been source of encouragement and inspiration to me ABSTRACT OF THE THESIS Advertisement Management System by Neha Bansal Master of Science in Computer Science San Diego State University 2012 It takes a tremendous amount of effort in the form of man hours and money for advertisers to promote their product or service through the traditional advertising mediums such as the press billboards and television With the advent of the Internet marketing through the Internet opened new frontiers for advertisers as well as publishers For advertisers to reach out to more people it is important to utilize popular platforms such as Google Search and social media like Facebook and MySpace For publishers it is import
13. FACE Google AdSense is another service provided by Google Inc that allows publishers to automatically serve text and images that are targeted to the site s content audience A website owner can easily show AdSense ads on his or her website mobile sites and site search results Since Google has a vast advertiser pool a publisher can have many advertisers publishing their ads on the site resulting in more competition more relevant ads and more ads matching the website s online content AdSense provides innovative targeting options that allow advertisers to reach their desired audiences on publishers sites thereby generating more revenue for publishers and providing better experiences for users To maximize their income publishers can use traffic generating techniques they can build valuable content on their websites that attract AdSense advertisements and use text to attract customers 7 To fill a website with advertisements that are relevant to the topics discussed website owners place a brief HTML code on website pages With AdSense API publishers can customize Google Search for their own sites and earn revenue while helping users find what they are looking for on their sites and across the web A publisher can a create a search engine in minutes b customize the appearance of search results and ads and c tune ads to his or her site s content and audience There are three ways of publishing ads 1 AdSense for Content Servi
14. able 4 4 USER ROLE Structure USER ID FK NOT NULL INT 11 ROLE ID FK NOT NULL INT 11 Table 4 5 PUBLISHER Structure PUBLISHER ID NOT NULL VARCHAR2 50 PUBLIHSER EMAIL NOT NULL VARCHAR2 50 USER ID FK NOT NULL INT 11 in the Google AdSense system through API an ID 1s generated by Google AdSense which can be used to do further operations on the account Table 4 6 illustrates the structure in the database that contains the advertiser details for Google AdWords Table 4 7 contains the channels created by the publisher The database schema of the application 1s shown in Figure 4 1 New publishers can register with the system by providing details like a login email and the purpose of using the publishing account as shown in Figure 4 2 placing ads or implementing Google Search on their web pages or both 30 Table 4 6 ADVERTISER Structure NOT NULL INTA 1 EMAIL NOT NULL VARCHAR2 50 PASSWORD NOT NULL VARCHAR2 50 SERVICE PROVIDER NOT NULL VARCHAR2 50 USER ID FR NOT NULL INTA 1 Table 4 7 CHANNELS Structure NAME NOT NULL VARCHAR2 50 CHANNEL ID NOT NULL INT 50 TYPE NOT NULL VARCHAR2 10 STATUS NOT NULL VARCHAR2 15 PUBLISHER_ID_FK NOT NUKK VARCHAR2 50 USER ID FR NOT NULL INTO 1 A publisher can create a channel for either the content network or the search network Figure 4 3 The channel helps the publisher track from where AdSense clicks are coming The home page for
15. ant to get as many ads so as to generate maximum revenue In order to reach out to a large audience an advertiser ends up advertising the same ads on different ad servers Many times an advertiser also plays the role of publisher For such users keeping track of the advertising campaigns across all ad servers and publishing channels is challenging The solution will consist of creating a consolidated system that allows advertisers to place an ad on all major ad servers and allows publishers to take an ad from an ad server to display on their websites This thesis provides a common platform to advertisers and publishers by creating a prototype that combines advertising and publishing through Google AdWords and Google AdSense respectively vi TABLE OF CONTENTS PAGE ABDSTRAC c EN V LISTOETADBRES ie uerunt neda din mE M M um decai dde neas viii LIST OF TIGURES 32 2 rt dit IX LIST OFACRONY M ELS X ACKNOWELEEDOEMEN I S rocni Ii idos XI CHAPTER L INTRODUCTION 0 dic I Lal Why Internet Based Marketing Mid 2 JA y ON Vy OU SS bc C c NUR 6 Z TECHNOLOGIES USED na 8 2 1 Google AdWords Application Programming Interface 8 2 2 Google AdSense Application Programming Interface o ooccccccnnnnnnnnnnnnnnn 9 DD e lA E MM 10 O ME 10 2I bee direi c 11 2 ONETINE AD VER TS ING aio 13 Gel Whatis Online Advertising id 13 o2 Ady
16. at best fit their site A publisher can choose different ad text background and border colors to complement his or her website Also a publisher can choose from various ad styles e g text ads image ads or media ads depending on what ad types he or she would like to display when creating an ad In order to track performance of each ad published publishers needs to create channel and link ads with those channels at the time of ad code generation Publishers can create two types of channels URL and custom A URL channel is a customized reporting option that lets publishers track the performance of a specific page or domain It helps in assessing the overall performance of all pages under specific sections of the site for example e example com tracks all pages across all domains e samples example com dummy tracks all pages below the dummy directory e samples example com tracks only pages across the samples domain e samples example com index php tracks a specific page Custom channels allow publishers to track the performance of specific groups of ads that have been generated by publishers by placing a channel ID in all those ads 19 Publishers can design their own custom channels and use them to view the performance of ad units in ways that are meaningful to them There are various ad formats available from which to choose see Table 4 1 When a user tries to log into the system the credentials are verified with those present in the
17. can generate the following performance reports by submitting the form shown in Figure 3 10 a Campaign Performance Report b Ad Group Performance Report c Ad Performance Report d Keywords Performance Report and e Account Performance Report Expert Web Development Web Consulting Company Web and Application Development avenuesoft com Figure 3 6 Example of an ad appearing on the side of the page Expert Web Development Web Consulting Company Web and Application Development avenuesoft com Figure 3 7 Example of an ad appearing on the top of the page Advertising Publishing Logout Homo Chocolates Campaigns ACTIVE Budge 25 Bodrg Mara PC Start Dive 201201116 End Dare 2012 04 13 Edit Settings FO a Reports XXXX E gt ada i Ooa urea re a CPC Tas Cow Nace Sta Max CPC Chicks impressions CTR Ave CPC Cost Avg Poston Reaper Cocoa ANABUD 8 Mas CPC n an vens n see tarnega Croy Chocs MARE e Mux CPC 25000 5 31250 t4 eo 00 24565 00 3226 00 15 Gamage aod AOOO Show My Ace AS nem AS I S O net Q meten ant Previous 00 Meg al Match case Figure 3 5 Campaign details 23 To download a report the system issues an HTTP GET request to Google AdWords using the HTTP headers When the AdWords server receives this HTTP request it generates a report based on the report definition ID specified in the URL An advertiser can see how various campaigns are performing on the home page itself Figure 3 11 sh
18. ce AdSense for Content Service allows website owners to display ads on their websites by including code snippets in their web pages Website owners can customize the look and feel of ads to blend them with their website design 2 AdSense for Search AdSense for Search allows website owners to place custom Google Search boxes on their websites to provide users with a web search The publisher is paid only if the advertisements on the page are clicked AdSense does not pay publishers for regular searches AdSense for Search offers the following a publisher can a prioritize and restrict searches to specific sites by choosing the content from which users can search b customize the look and feel by choosing the colors and location of the ads and c earn money through search results pages with targeted ads 3 AdSense for Mobile Content AdSense for Mobile Content allows publishers to use Google advertisements to generate earnings from their mobile websites Google matches advertisements to the content of a mobile website just like AdSense for Content 10 2 3 PHP PHP stands for PHP Hypertext Preprocessor PHP is a general purpose scripting language that is especially suited to server side web development where PHP generally runs on a web server PHP can be deployed on most web servers and as a standalone interpreter The main implementation of PHP is now produced by the PHP Group and serves as the de facto standard for PHP as there is
19. d like to thank the rest of my thesis committee Dr Joseph Lewis and Dr Leonard Marino for their encouragement and insightful comments Last but not the least I would like to thank my parents Ashok Bansal and Anju Bansal and my friend Manpreet for their continuous support and interest in what I do CHAPTER 1 INTRODUCTION Advertising is a form of promotional activity that is used to encourage an audience viewers readers or listeners to continue or take some new action The desired result is to drive consumer behavior with respect to a commercial offering To reach an audience these promotions must be published The process of making information available to the general public is called publishing An advertiser is essentially the one who creates a product or offers services and wants to publicize the product or services with the help of popular platforms like websites press and radio owned by publishers Publishers either own or manage platforms like television channels radio stations and websites which are available to the general public With the Internet becoming a powerful medium for reaching people it has become popular among advertisers and publishers Promoting a product or a service on the Internet is called online advertising and publishing that information on websites forums and blogs is called online publishing As more people turn to the Internet as a source for socialization communication and daily news more a
20. database table USER ACCOUNT Table 4 2 shows the structure for USER ACCOUNT The USER ACCOUNT table contains login credentials for the AMS application users Depending upon whether the user is an advertiser or a publisher or both the user is directed to the appropriate home page Table 4 3 contains predefined roles that have different levels of control on the application Currently the system supports only advertiser publisher and admin roles Table 4 4 shows the structure containing the mapping of role ids with user ids Table 4 5 contains Google generated publisher IDs for a user When a publisher account is created Table 4 1 Various Ad Formats Available for Different Ads Text Ads Display Ads Video Ads Link Units LeatherBoard 728 x 90 Y Y Banner 468 x 60 Y Y Half Banner 234x60 Y Button 125x125 Y Skyscraper 120x600 Y Y Wide Skyscraper 160x600 Y Y Small Rectangle 180x150 b Vertical Banner 120 x 240 Y Large Rectangle 336 x 280 Y Y Y Medium Rectangle 300 x 250 Y Y Y Square 250 x 250 Y Y Small Square 200 x 200 Y Y 120x90 Y Displays 3 links 160x90 Y Displays 3 links 180x90 Y Displays 3 links 200x90 Y Displays 3 links 468x15 Displays 4 links Y 728x15 Displays 4 links Y 29 Table 4 2 USER ACCOUNT Structure NOT NULL INT 11 USERNAME NOT NULL VARCHAR2 50 PASSWORD NOT NULL VARCHAR2 50 Table 4 3 ROLE Structure ROLE NOT NULL VARCHAR2 50 T
21. dered less irritating and more acceptable because online users can control what they want to access as well as when and how to view certain information and tailor the information to their particular needs and preferences by various point and click actions Traditional media ads especially television and radio commercials often forcefully interrupt consumers attention from the media context Fourth web advertising enjoys the benefit of a larger audience as the Internet has become a very popular medium for gaining knowledge whereas in the case of traditional advertising the audience is limited to the users of that particular medium of advertising e g advertisements published in a newspaper of a particular language are limited to the people who read that newspaper Fifth web ads are not limited to any geographical location or time as the content gets published immediately which is not possible in the case of traditional advertising With online advertising a small manufacturer in one part of the world can find customers in the other part Online advertising has broken all geographical barriers that existed with other mediums Sixth when people click on an advertiser s ad they go right to his or her website where the advertiser can convert them to a reader or to a buyer With traditional advertising people need to see the advertisement remember it and then take action on it later Online advertising eliminates the time in between clients v
22. dvertising 1s done to reach a larger audience Online advertising 1s giving tough competition to other types of advertising media Newspapers and magazines all over the world are facing a great challenge in the form of lost ad revenue The Internet is not only taking a share of the advertising but a share of the audience as well Online ads can look like television commercials or print ads With cost per click CPC advertising the advertiser only pays if a user clicks on the ad This type of strategy can make advertising very cost effective especially for those who do not have large advertising budgets Marketers need to find what their major target market 1s They also need to understand the timing of the ad The mechanism of online advertising 1s comprised of a method based on a user s characteristics and content visited in the past b timing real time or non real time and c target individual or group 1 1 WHY INTERNET BASED MARKETING The growing importance of the Internet for advertising nowadays is resulting in the transition of traditional one size fits all advertising to personalized online advertising Online advertising spending has been increasing at an unprecedented pace over the past decade Advertising on the Internet differs from advertising in traditional outlets such as television and print in various ways First web ads are more relevant to consumers compared to traditional ads Traditional ads published on telev
23. e Ad Code Ml Generate Search Box Code ns Reports Blue Sky Black Generate Code Figure 4 6 Page for generating code for implementing Google search box functionality 4 Home Reports i Create New Channel A Content Reports lj Generate Ad Code ES Aggregate Report Generate Search Box Code T Today Reports Sert D d Da Generate Report Figure 4 7 Report generation form for publishers 35 CHAPTER 5 FUTURE ENHANCEMENTS The solution provided works with Google AdSense and Google AdWords because it requires only a Gmail account to get started The solution can be extended by including social advertising platforms such as MySpace and Facebook and other advertising solutions such as Yahoo and Microsoft Including new solutions will provide the following advantages to advertisers as well as publishers e Better user experience as all major online ad solutions are available to advertisers in one place e Easy for publishers to get ads from multiple ad servers e Easy to track the performance of an advertiser s or a publisher s promotional campalgns The tool is currently web based however it can be developed into a mobile application to provide solutions to advertisers and publishers on the go 1 2 3 4 5 6 7 5 9 10 11 12 15 14 36 REFERENCES L DESCHENE What is behavioral targeting CBSNews http www cbsnews com 8301 505125_ 162
24. e music and marital status Advertising companies such as Google which targets ads based on users search history have been taking into account users information needs related to their interests for targeted advertising An effective interpretation of users information needs is necessary for targeted advertising However problems with the accumulated data that describe users information needs are huge volume high dimensionality and continuous change Second web ads can be presented in various formats such as text graphics sound video or their combinations These formats may attract users attention much easier due to 3 their sensory effects So web ads such as animation plus sound may increase the opportunity for consumers to process the ads For example when users are reading news on the Internet an animated banner with flashing text may easily attract their attention However in the web medium consumers are highly active and selective Whether a type of advertising is acceptable or not depends on the consumer s perception of whether the ad could fulfill his or her goals The different formats of traditional advertising are billboards television commercials radio ads and posters On the other hand various online advertising formats are banner ads pop up and pop under ads floating ads streaming sidebar ads pull down banner ads and text ads Third compared to general advertising web advertising is consi
25. e owners place a brief HTML code on the website s pages Websites that are content rich are very successful with online publishing Since publishers are ultimately responsible for the traffic to their ads they tend to build valuable content on their websites that attracts advertisements so as to generate the maximum possible revenue They use content on their websites that encourages customers to click on advertisements Ad servers automatically deliver ads that are targeted to the publisher s content or audience This is done in several ways e Contextual targeting The algorithm uses such factors as keyword analysis word frequency font size and the overall link structure of the web in order to determine what a webpage is about and precisely match ads to each page e Placement targeting With placement targeting advertisers choose specific ad placements or subsections of publisher websites on which to run their ads Ads that are placement targeted may not be precisely related to the content of a page they but are handpicked by advertisers who have determined a match between what users are interested in and what they have to offer e Interest based advertising Interest based advertising enables advertisers to reach users based on their interests e g sports enthusiasts and allows them to show ads based on a user s previous interactions with them such as visits to advertisers websites Publishers can track their earnings from t
26. ent day and has default duration of 90 days The serving status of a campaign remains pending if the start date has not yet been reached 13 The following are possible values for the serving status e SERVING The campaign is currently serving ads e NONE This is the catchall if none of the other statuses make sense Such a campaign 1s not serving but none of the other statuses are sensible options e ENDED The campaign end date has past e PENDING The campaign start date has not yet been reached e SUSPENDED The campaign has been suspended probably from a lack of allocated funds 17 The serving status cannot be set or changed by the advertiser and 1s set by Google ad servers only An advertiser can change the dates or the budget of the campaign in the system to change its serving status Advertisers can change the status of the campaign The status of a campaign can have the following values e ACTIVE The campaign is currently serving ads depending on the budget e DELETED The campaign has been deleted e PAUSED The campaign has been paused by the user An advertiser can choose a campaign s bidding strategy such as manual CPC budget optimizer also called automatic bidding and so forth Automatic bidding is the simplest of all the bidding options The user just needs to set the daily budget for the campaign and AdWords automatically adjusts the maximum CPC on the advertiser s behalf Also the advertiser does not need to
27. ers can generate ad code for their websites Publishers can choose colors for different parts of the ads to match with the theme of the 33 A Home Generate Ad Code i Create New Channe lj Generate Ad Code li Generate Search Box Code R de emm g Reports rics Ei 0 WW CODE GENER Figure 4 5 Page for generating JavaScript code for displaying ads on a publisher s site website which makes ads look like part of the website and less like ads Publishers can also opt for putting the code snippet within a frame in a page Publishers can customize the search boxes to blend with the look and feel of their site as shown in Figure 4 6 The publisher can a provide background and text colors b choose to display the search button below or next to the search text box c provide a custom style and d choose from existing search styles Publishers can generate reports to keep track of the performance of various ads running on their websites by using the form shown in Figure 4 7 The report data are restricted to the date range specified in addition to the channel if specified The various types of reports for AdSense for Content Service are a AggregateReport b ChannelReport and c SiteReport The various types of reports for AdSense for Search Service are a AggregateReport b ChannelReport and c SiteReport 34 4 Home Generate Search Box Code E Create New Channel Channel Name Select lj Generat
28. eted and then create a new ad again ACvertii Puenshi g Loge Hore Chocolates E Cancaigns ACTIVE Budge 25 amp odeg ManusCPC Start Oar 2120 16 End Date ii band Fu A tano a now Caroaign O beye Or enx Lara Ome Pepons ODOC 4500 IO PIC 300 5 e a P7 ren age IC Tus Cow Nace Sana Max CPC Chcks Impressions CTR Ave CPC Cost Avg Poston Derpar C ocounes ENABLLD 8 Max CPC 25000 49 317001 8o 00 22265 00 3154 50 329 damage Crunchy Chocs ENABLED 18 Max CPC 25000 31250 64 00 2456500 3228 00 357 Gamage A53 AAG OUD Show My Ade Bed rem BS LI O riet Q vorne Ment Previous C Meal 0 Match case The advertiser can stop a campaign or an ad from doing any promotional activity by changing the status to PAUSED or DELETED 44 Homo 10 8 Campaigns Name o Serving Status o Start De e O Era Owe e o eta ia A Launc a new Campaign Data e tes Reports Cata a Ortesis Mey Q Pied Q seoerten Nest Previews ngrat af Match care The advertiser can generate reports by clicking Reports from the left menu to check how campaigns ad groups ads account are performing Clicking Reports link from the left menu opens up a drop down menu with an option of generating a new report as well as list of reports generated in the past One can see old reports by clicking on either of them or can generate a new report by clicking Create New Report f Home Create a new Ad Select i
29. etrtisihne Memes cat oia 14 ALA A A O Un O 14 Des en and Implementation 15 4 ONLINE PUBLISHING oda 25 7 Whatis Online PUDISDIBE Ps coii e eterne oed Db a oo ats 23 A EET ss 26 4 3 Desien and Implementation i oor o Seeded ovine Moe nies 26 5 FUTURE ENHANCEMENTS rer uea tr s 35 REFERENCES car E E A E M T 36 A USER MANDA E O 38 Table 1 1 Table 3 1 Table 4 1 Table 4 2 Table 4 3 Table 4 4 Table 4 5 Table 4 6 Table 4 7 vii LIST OF TABLES PAGE Martous Ad Seyer Vendo S parenteral odio 6 Various Image Sizes for Image AGS seis ree turris Rene estos Tenna Rin 19 Various Ad Formats Available for Different Ads oooncnccnccccnononncnnnnnnononononnnnnnnnnnos 28 USER ACCOUNT Str Ctr e reine OUR TUER es apace en 29 uo CES DU CUM iio 29 SER ROLE SUCE xe me ND ti ales 29 UBT SE RS CIS pisar 29 ADVERTISER Stricture sonia acces 30 CHANNELS SU Cine e icel 30 Vill LIST OF FIGURES PAGE Fieute Zl MIE ane DIG COCs uoce boa REV Mains O 11 Pioure S I amparem SAL DCS tica 16 Peire 3 2 OSL iia 18 ErSure 3 5 Form Tor creating a New campale N enre e E 19 Figure 54 LIst or all Ca mano nn Se radica 20 Figure 3 5 Form to place a Ext ad ciues etd ee bees ttu Uere eu bu Up Iu Gap ieu tee utem au ds 21 Figure 3 6 Example of an ad appearing on the side of the page ccccccccnncnnnnnninnnoncccnnnnnnnnnos 22 Figure 3 7 Example of an ad appearing on the top of the page oooooonncnnnncccnnnnninnnnnn
30. he number of transaction commits per second 9 2 5 MVC ARCHITECTURE MVC Model View Controller is a software architecture that isolates the domain logic from the user interface The MVC design pattern separates the modeling of the domain the presentation and the actions based on user input into three separate classes or modules MVC allows the user to make application modules that are loosely coupled thus making the code more flexible when the client needs to add a few more functionalities to the existing application 10 Figure 2 1 shows various components of MVC Figure 2 1 MVC architecture 12 Model The model manages the behavior and data of the application domain responds to requests for information about its state from the view and responds to instructions to change the state from the controller View The view manages the display of information Multiple views can exist for a single model for different purposes Controller The controller interprets the inputs from the user and instructs the model and a view port to perform actions based on that input Once an action has been processed the corresponding result is conveyed to the user through the view 11 Both the view and the controller depend on the model whereas the model does not depend on the view or the controller This separation allows the model to be built and tested independent of the visual presentation In web applications the separation between the view t
31. he ads being published by them Publishers can easily analyze what works and what does not work using reports Online publishing helps businesses achieve the following goals a agile decision making and improved optimization b increased productivity through integrated interfaces c reduction in time to manage ad campaigns and d increase in operational efficiencies 1 2 How IT WORKS Advertisers upload the ad on ad servers which perform the task of placing the ads on websites An ad server is basically a web server that stores advertisements from online advertisers and delivers them to website visitors 4 The various popular ad servers are Google AdWords MySpace Facebook Yahoo and Microsoft Google has controlled an estimated 6946 of the online advertising market since 2008 5 Table 1 1 shows the top ad server vendors in 2008 Table 1 1 Various Ad Server Vendors Double Click owned by Google 1 079 Ad servers provide the following functionalities e Target ads for different users or content e Display ads on the basis of users previous behavior e Track impressions clicks revenue and conversions and report ad statistics in real time An ad server can be a local ad server or a remote ad server Local ad servers are bound to the domains of one publisher whereas remote ad servers can serve ads to multiple publishers with multiple domains at a time Remote ad servers deliver ads from one central source thereby maki
32. he browser and the controller the server side components handling the HTTP request is very well defined 13 CHAPTER 3 ONLINE ADVERTISING 3 1 WHAT IS ONLINE ADVERTISING Online advertising 1s a form of promotion that uses the Internet to promote a product or a service to customers Since the Internet has become an ongoing emerging source it has become a popular and quick way to reach an audience Social network advertising e g advertising on MySpace and Facebook email advertising even spam online classified ads and website takeovers are all forms of online advertising Data driven behavioral targeting makes 1t possible to show a different ad to each person in each medium each time he or she interacts with that advertising Search advertising has made it logistically possible to create different variations of ads for different keywords 12 Unlike traditional advertising mediums such as television newspapers or magazines online advertising gives advertisers the benefit of control over promotional activities such as choosing when to enable an advertisement customize it including the content and posted websites or discard it When the same audience is targeted with both online and traditional advertising online advertising is less expensive than traditional advertising Online advertising is not limited to any geographical location or time as the content gets published immediately An advertiser can target a particular group
33. her site A website owner who takes online ads from various advertising servers 1s called a publisher A publisher can make sure that the ads served on his or her site matches the content of the site Publishers can generate revenue using either PPC or CPM advertising payment models The various types of targeting that a publisher can do are as follows 17 e Contextual Targeting Ads created by advertisers are automatically matched to the content of a publisher s site e Site Placement Targeting Advertisers can bid to place their ad on a publisher s site based on demographics or audience interest Advertisers can choose the page on which to display advertisements and pay on the basis of CPM e Real Time Auction Ads compete in real time auction to appear on a publisher s pages Winning ads will always be the ones that will generate the maximum possible revenue for the publisher Online publishing involves three different kinds of people 18 e Advertisers Advertisers advertise their ads through the Internet e Publishers or Website Owners website owners place the ads served by ad servers on their content web pages e Website Visitors When visitors visit a publisher s site they see ads alongside the content Advertisers are charged when visitors click any of the ads published on the site As increasing numbers of users access websites using their mobile phones more desktop publishers are bringing their businesses to
34. iewing an advertiser s ads and visiting the advertising site making the whole sales process far more streamlined and efficient 2 The final benefit of online advertising over traditional advertising is the fact that tracking ads has become very easy with Internet advertising compared to traditional advertising With online advertising each and every advertising campaign is tracked by the 4 ad server saving a lot of time and money Ad servers monitor all of the visitors who come to an advertiser s website through the advertising campaigns and track any actions they take or orders they make Ad servers also keep track of the budget clicks impressions the conversion rate and other statistics This further helps with budget optimization business decisions and managing advertising campaigns With traditional mediums of advertising an advertiser cannot say for sure whether the customer who is watching or reading the advertisement is actually going to buy the product Through pay per click PPC advertising the advertiser is actually paying only when the potential customer visits his or her website or looks through the product that is being sold As said by John Wanamaker The Father of Modern Advertising Half the money I spend on advertising is wasted the trouble 1s I don t know which half 3 This 1s absolutely true with traditional advertising Also there are hardly any means of doing conversion tracking with traditional ad
35. ished on one s website It is designed as an instruction guide for advertisers and publishers who want to manage both placed and published ads at one place If a user is both an advertiser and publisher then the advertising home page is set as the landing page The user can move back and forth between advertising and publishing sections by clicking on the links at top right corner Placing an Ad This 1s a 2 step process for advertisers 1 Create a Campaign The advertiser has to create a campaign in order to place an ad Since once campaign can hold as many as 100 ads 1f a campaign with the desired settings already exists then the advertiser need not create a new campaign for the new ad While creating a new campaign the advertiser needs to provide the campaign name for future references bidding strategy delivery method budget device and demographic settings 1n order to target ads to appropriate platforms and desired audience 40 i Home New Campaign E Campaigns li Launch a new Campaign Es Reports 2 Uploading an ad to the server Once a campaign is created the advertiser can go to the campaign details page and click Add a New Ad Ads always exist inside an ad group in a campaign If an ad group already exists then the advertiser can select it from drop down list otherwise has to create new one The advertiser has an option to create ad group at the time of uploading a new ad or otherwise as well For creating a
36. ision or in print media are made available to all irrespective of whether one wants the information or not On the other hand web ads are displayed to users on the basis of their past online behavior and interests making the ads more relevant to consumers Advertisers can target a particular group of customers based on their location gender age and language Online users tend to perceive ads as self related or instrumental in achieving their needs or goals The behavioral ads also make campaigns more cost effective for advertisers For example according to the Wall Street Journal Pepsi worked with the ad network Tacoda in early 2007 to serve behaviorally targeted ads for the launch of Aquafina Alive Pepsi s vitamin enhanced water The campaign targeted health conscious consumers and then served them ads wherever they traveled within Tacoda s network of 4 000 sites Compared to other kinds of Pepsi web based campaigns Aquafina Alive attracted three times the number of consumers who clicked on the targeted ads 1 With traditional advertising an advertiser can place ads on TV shows radio programs and magazines but with web ads there is no limit to how finely an advertiser can target the audience Due to the rise in popularity of social media Facebook and MySpace have become hot spots for advertising An advertiser can target these platforms using almost any criteria e g age gender location education place of employment favorit
37. ites A publisher can earn advertising revenue from each page of his or her site Ads relevant to the site s content are delivered to the site as text or images In the case of Google AdSense a publisher can implement Google Search on his or her website that then delivers related ads based upon search criteria Developing banner ads or any other types of site advertisements can be time consuming Online publishing provides a solution for sites both big and small to place ads and search options easily on a site with minimal effort There are generally two cost structures for advertisers CPC or cost per 1 000 impressions CPM This means that advertisers pay either when users click on ads or when the advertisers ad is shown on a site Using this model a publisher receives a portion of the amount paid for either activity on his or her site In the case of online publishing a publisher can e Choose the type and placement of ad units to be displayed e Specify where he or she wants ads to appear e Modify the ad so that it blends with the look of his or her site e Choose what types of ads can compete for those slots e Display highest paying ads e Advertisers bid on the publisher s inventory in a real time auction e Always show the highest paying ad e Get paid e Advertisers are billed through an ad network e Get paid through reliable payment options For publishing advertisements that are relevant to topics discussed on a website websit
38. kes sure that the ad is triggered only if the user searched for the exact keyword mentioned as a keyword 15 e Broad tThe ad gets triggered for the largest set of words when a keyword is specified with a broad property Ad An ad is a promotion of a product or a service on a public medium to attract customers Online ads use the Internet or the World Wide Web as a medium to reach customers There are various forms of ads e Text Ads Text advertisements are short and consist of a headline a description and a URL to the advertiser s promotional site e Image Ads Image advertisements consist of an image a description and a URL to the advertiser s promotional site e Video Ads Text advertisements are short and consist of a video clip and a URL to the advertiser s promotional site The AMS application created in this thesis project currently deals with text and image ads only Ad Group An ad group contains one or more ads that target a set of keywords Whenever someone searches through a search engine using one of the ad group keywords there 1s a good chance that one of the ad group s ads gets displayed along with the search results All of the ads in an ad group share the same keywords Not all advertising platforms support ad groups Unlike Google AdWords MySpace does not have a concept of ad groups Campaign A campaign is a series of linked advertisements sharing a common theme It is basically used to provide a structu
39. n ad group in either of these cases advertiser needs to provide ad group name keywords and the bidding amount For uploading a new text ad to the ad server the advertiser needs to provide the headline two description lines and a URL where a user will be redirected to on clicking the advertisement Figure below shows the ad creation for a campaign with no ad groups Thus a new ad group needs to be created in this case for an ad to exist 42 Advertising Publishing Logout A Home Create a new Ad Es Campaigns Type of Ad Text Ad J image Ad li Launch a new Campaign Headline Reports Description 1 Description2 Display URL URL Keywords Default Bid Network Bid Create Ad Find A C Next Previous O Hiahliaht all 7 Match case For uploading an image ad to the ad server the advertiser needs to provide the graphic name and URL Advertising Publishing Logout i Home Create a new Ad Select Adgroup Select 3 Campaigns eo Type of Ad J Text Ad aj Image Ad lj Launch a new Campaign Name Reports Image No ffe seiected Choose File Display URL URL Create Ad Q Find A Next Previous O Highlight all Match case 43 The advertiser can change the settings for a campaign by clicking Edit Settings on campaign detail page However ads once uploaded cannot be modified The advertiser has to change the status of an existing ad to del
40. n the page such as e Browsers that do not support JavaScript or have JavaScript disabled e Browsers that do not support iframes e Programs written to read the content of a website e Spiders robots or crawlers from other search engines 4 3 DESIGN AND IMPLEMENTATION The AMS application created uses Google AdSense to enable publishers to get ads from Google It allows new publishers to create an account with Google AdSense as well as allows existing publishers to associate their accounts with this application The application generates a JavaScript code for a publisher to insert in a web page Each time this page is visited the JavaScript code displays content from Google ad servers Whenever a web page of a publisher s website is visited the page is cached in the browser s memory Ad servers use a cache of the page to determine a set of high value keywords If cached keywords are found ad servers serve advertisements for those keywords based on the bidding system If a publisher simply wants to display ads on his or her website he or she can choose Generate Content ad Code from the menu If a publisher wants to implement a search box code on his or her website he or she can choose Generate Search Box Code Once the code is 21 generated the publisher can copy and paste the ad code into the HTML source code of the website s pages where the ads are to appear The system lets users select the ad colors types and sizes th
41. ng it possible for advertisers and publishers to track the distribution of their online advertisements and have one single location for controlling the rotation and distribution of their advertisements across the web An ad server manages all desktop tablet and mobile ads from a single integrated ad server The Advertisement Management System AMS application created in this thesis provides a common platform to do online advertising and publishing through Google AdWords and AdSense respectively thereby helping businesses that are both advertisers and publishers The AMS application aims to utilize the market of online advertising and publishing by providing an easy to use platform for ad serving This system will benefit large and small businesses in advertising their products or services and generate revenue by publishing ads on their web pages The Appendix user manual illustrates how one can advertise and publish using AMS application CHAPTER 2 TECHNOLOGIES USED 2 1 GOOGLE ADWORDS APPLICATION PROGRAMMING INTERFACE Google AdWords is a service provided by Google Inc that lets advertisers create and run ads quickly for their businesses Google Search owned by Google Inc is the most used search engine on the Internet Google AdWords ads are displayed on Google Search along with the search results whenever someone searches Google using one of the ad s keywords 6 This helps an advertiser in advertising to an audience that is already
42. nge the start date only if it is yet to come Once it 1s past that date it cannot be changed End Date An advertiser can change the end date only if it is yet to come Once it is past that date it cannot be changed Bidding Strategy Table 3 1 Various Image Sizes for Image Ads Banner 468 x 60 Leaderboard 728 x 90 Square 250 x 230 Small square 200 x 200 Large rectangle 336 x 280 Inline rectangle 300 x 250 Skyscraper 120 x 600 Wide skyscraper 160 x 600 i Neat Pero Greg a Matc Case Figure 3 3 Form for creating a new campaign 19 20 e Delivery Options e Status e Budget e Demographic Settings e Device Settings To remove a campaign the advertiser can change the status of the campaign to DELETED Changing a campaign s status to DELETED will stop all the promotional activities related to the campaign and will remove the campaign from the list of serving campaigns The advertiser can change the status of a campaign from the campaigns page The campaigns page shows a list of running campaigns as shown in Figure 3 4 and the advertiser can choose the status from the drop down box The advertiser can change the campaign s status from the edit campaign page as well R IR A IR A A A in bees Vu igtts Match ca ve Figure 3 4 List of all campaigns To create a new ad the advertiser must either select one of the existing ad groups or create a new ad group to bind the ad to that ad gr
43. nnnononnnnos 22 Erstite 5 5 Campaign detalls sonis obere EO Sd ll 27 EG UE a sa Dt 23 Figure 3 10 Report generation form for advertiSerS ooooonnnnnncncccnnnnnnnnnnononnnnnnnonnnnnnnncccnnnnnnnnos 24 FProure 3 1 L CAMPAISAS MACKIE paces o 24 Ersure 4 1 Database sche rid rs 31 Figure 4 2 Create a mew publisher d66OUllE a5 oon taro MES ptis e MEE eti bud dat MED DUE OP beds 3 Flo une 4 5 C reate anew Danrie o O 32 FIS UE 4 4 SS or chan codos 32 Figure 4 5 Page for generating JavaScript code for displaying ads on a publisher s Ji PR En NES 33 Figure 4 6 Page for generating code for implementing Google search box LUC HOO A bt oae ac E pne Ut astutia aep ia Utd OR 34 Figure 4 7 Report generation form for publishers sss 34 1X LIST OF ACRONYMS AFC AdSense for Content Service AFS AdSense for Search Service AMS Advertisement Management System API Application Programming Interface CPA Cost Per Action CPC Cost Per Click CPM Cost Per Mille DBMS Database Management System HTTP Hyper Text Transfer Protocol MVC Model View Controller PHP Hypertext Preprocessor PPC Pay Per Click RDBMS Relational Database Management System SQL Structured Query Language URL Uniform Resource Locator ACKNOWLEDGEMENTS I would like to express my sincere gratitude to my advisor Dr Alan Riggins for his support kindness and guidance I woul
44. oup If a campaign does not contain any ad group the user is asked to create one while placing an ad If a campaign already contains one 21 or more ad groups the advertiser has to select from one of the existing ad groups An advertiser can place a text ad as well as an image ad A text ad normally consists of a headline two description lines and a URL as shown in Figure 3 5 whereas an image ad consists of an image graphic a description and a URL per Nest o Prev beg taht a Match case Figure 3 5 Form to place a text ad Figure 3 6 shows an ad appearing on the side whenever a search is made through Google Search whereas Figure 3 7 shows an ad appearing at the top of the search results The different looks of an ad basically depend on the position of the ad Figure 3 8 shows a campaign details page where an advertiser can view edit campaign details and can see how all ad groups are performing By clicking the settings corresponding to any ad group the user can view edit all ad group details and get the list of ads in that particular ad group To view all the ads running in a campaign an advertiser can click the Show My Ads link on the campaign details page which shows him or her the whole list of ads with their details As shown in Figure 3 9 the advertiser can discontinue an ad by changing the status of the ad Once an ad is disabled the advertiser can never get that back to the list 22 An advertiser
45. ows the comparison between the currently running campaigns on the basis of the following four parameters a clicks b impressions c average CPC and d total cost SARKO NAR EO 24 Nest Previous Hgg a Match care Figure 3 9 Campaign ads A Home Reports Select Ml Launch a new Campaign Report Type Ld Select a Dates KK xis Start Date yyyy mm dd End Date yyyyimmidd Create Report Definition Figure 3 10 Report generation form for advertisers Advertising Publishing Logout 24 f Homo N00 Camoaigns mx A tano a new Carpagn A ow epos 15900 OC uoc 9 Name Status Serving Status Chocoiates ACTIVE SE FINO Toys ACTIVE SERVING keres ACTIVE SE FINO Clothes ACTUA ALENG omaan at Penn papas Cera HR ca A tee CA ETS A e C llam aa me uo rt Cicas 25000 t2 25000 66 25000 21 25000 5 impresora 31250 77 31251 07 31250 26 31250 8 CTR 80 00 so 00 80 co 0 00 Avg CPC 23535 00 16145 00 21020 CO 24906 00 om I Marga OC Cost 2738 50 2403 00 2904 50 2250 0 Figure 3 11 Campaigns tracking page 25 CHAPTER 4 ONLINE PUBLISHING 4 1 WHAT IS ONLINE PUBLISHING Displaying ads on a website is online publishing It is one of the fastest and most effective ways of earning money online Just as ads appear on any other site e g google com anyone with a high traffic website can display ads on his or
46. re to the advertisements that advertisers want to place An advertiser can create multiple ad groups for each campaign which can further contain multiple ads Figure 3 1 shows the campaign hierarchy in the world of online marketing All of the ads in a given campaign share the same daily budget language and demographic targeting An advertiser can choose from one of the advertising models CPC CPM or CPA for each campaign Since there are no ad groups on MySpace campaigns consist of one or more ads 3 4 DESIGN AND IMPLEMENTATION The AMS application uses Google AdWords for advertisers to publish ads on Google Search and its partner sites The application provides the following functionalities to advertisers a add a new campaign or ad group and upload a new ad b edit delete campaigns ad groups or ads c track campaigns and d generate reports 16 Campaign Ad Groups Ad Groups Y Figure 3 1 Campaign hierarchies While creating or editing a campaign the advertiser can target ads in a campaign to different users on the basis of age group and gender Also the advertiser can choose the platform to display ads The advertiser can choose desktop mobile or tablet platforms or all the platforms for displaying ads The minimum budget for a campaign 1s 5 The advertiser can also set the start and end dates for the campaign in case users want to run the campaign in the future The start date defaults to the curr
47. script is managed by PHP and the language automatically cleans up after every script has finished This means that the developer does not need to worry about closing database links freeing memory assigned to images and so on because PHP will do that 8 2 4 MYSQL MySQL is a relational database management system that as a server provides multiuser access to a number of databases Its source code 1s available under the terms of the 11 GNU General Public License as well as under a variety of propriety agreements Oracle Corporation now owns MySQL MySQL is very popular in web applications The MySQL software delivers a very fast multithreaded multiuser and robust SQL Structured Query Language database server The MySQL server is intended for mission critical heavy load production systems as well as for embedding into mass deployed software 9 The following features have been added to MySQL 5 1 a Partitioning b Event Scheduler c Server Log Table d MySQL Cluster e Load Emulator and f XML functions with XPath Support Other features that distinguish MySQL from other RDBMS Systems are e Multiple storage engines allowing the database administrator to choose the one that is most effective for each table in the application in MySQL 5 0 storage engines must be compiled in MySQL 5 1 storage engines can be dynamically loaded at run time e Gather multiple transactions from multiple connections together to increase t
48. the mobile web Mobile websites that provide a search option will be able to show ads related to search queries Users will see ads relevant to what they are searching for and publishers will open up a new revenue stream from their mobile properties Many mobile websites contain custom search functions that ask users to search within a variety of specific parameters With Custom Search Ads for Mobile Sites these parameters 26 are taken into account to help determine what ad is shown and deliver the most relevant ad for a user s query Just like web publishers mobile site publishers can customize the look and feel of the ads to complement their site s design and layout 7 4 2 How IT WORKS The first step is for a publisher to sign up with any of the ad servers The ad server then generates the JavaScript code for publishers depending on the format settings they provide Once a publisher includes the code generated in the web pages then the ads are placed on the publisher s website according to the context and other publisher and advertiser options Since JavaScript code is sent to the web browser when the page is requested it 1s possible for other website owners to copy the JavaScript code in their own web pages To avoid this fraud publishers can specify the pages on which advertisements should be shown Clicks from pages other than those specified are ignored There are instances that would not execute the JavaScript code included i
49. vertising which makes it difficult to analyze what groups of customers are showing interest in the product or services offered by the advertiser Advertising online has some negative attributes as well such as invasion of property and consumer privacy concerns Many people feel that online advertising constitutes a violation of privacy as well as personal rights Users do not want to think that a corporation or business that wants to sell them a product is monitoring their every move online Also some people have started using unethical methods of advertising by creating advertising viruses that can pose a serious threat to Internet users With online publishing in late 90s website owners were struggling with the tedious task of managing and selling their ad space Online publishing has shown tremendous growth since then in the form of more reliable ad server vendors and increased number of customers due to the fast growth rate of the Internet in the last decade Online publishing is an easy way to earn money from one s online content Publishers can simply display relevant and engaging ads on websites mobile sites videos site search results or even web based games to earn revenue Google AdSense one of the top ad server vendors provides the means to implement Google Search to site owners while earning money by displaying Google ads on the search results pages Online publishing takes a minimum amount of time to include advertising on webs
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