Optimize delivery based on campaign objectives, trafficking multiple creatives across mobile, tablet and desktop with a single ad tag
In this article, you will learn:
The Benefits of Delivery Groups
Delivery Group Algorithms and When to Use Them
The Benefits of Delivery Groups
Delivery Groups allow you to traffic multiple creatives across mobile, tablet and desktop devices with a single ad tag. Some of the benefits to utilizing Adventive Delivery Groups include:
- Create unique experiences based on the viewport (browser) width, or device orientation
- Simplify trafficking by providing a single ad tag, which can be trafficked across all devices
- Implement A/B/x in minutes, without configuring 1st party ad servers to manage rotation
- Automatically optimize the delivery of ad units based on click or engagement performance
Delivery Group Algorithms and When to Use Them
Adventive supports several Delivery Group algorithms that can be used to perform basic rotation, to advanced optimization based on campaign objectives. Below we provide an explanation of each algorithm and example use cases of each.
The click optimized algorithm automatically optimizes delivery according to click rate (Total Clicks / Total Impression). Once Adventive's AI has acquired a statistically accurate representation of the performance of all units within the Delivery Group, Adventive will automatically begin to phase out the poorly performing creatives.
This algorithm is commonly used where clickthrough to landing pages is the goal of the campaign (e.g. product purchasing, learn more/educational campaigns, etc).
Learn how to configure Click Optimized delivery groups in this article.
The engagement optimized algorithm automatically optimizes delivery according to engagement rate (Total Engagements / Total Impression). Once Adventive's AI has acquired a statistically accurate representation of the performance of all units within the Delivery Group, Adventive will automatically begin to phase out the poorly performing creatives.
This algorithm is commonly used where interaction (or engagement) is the goal of the campaign (e.g. scrolling through a listing of homes, or cars in a slideshow).
Learn how to configure Engagement Optimized delivery groups in this article.
The responsive orientation algorithm automatically serves the creative or creatives designated specifically for a portrait or landscape experience.
This algorithm is commonly used where the advertiser is seeking a unique experience based on the orientation of a mobile device, tablet or tablet-enabled laptop device.
Learn how to configure Responsive Orientation delivery groups in this article.
The responsive width algorithm automatically serves the creative or creatives designated specific viewport widths (browser width) to allow for unique experiences based on width parameters set as "breakpoints" within the delivery group configuration.
This algorithm is commonly used where the advertiser is seeking a unique experience based on what type of device (e.g. mobile, tablet, desktop, large-format screen, etc).
Learn how to configure Responsive Width delivery groups in this article.
Evenly (A/B/X or Multivariate)
The rotate algorithm automatically distributes impressions equally between all creatives in the Delivery Group.
This algorithm is commonly used for distributing slight variations of creatives for 'freshness' purposes, or as a way to acquire performance related data between multi-variant ad units.
Learn how to configure Rotate delivery groups in this article.
The weighted algorithm automatically distributes impressions based on "weight" (expressed as a percentage) between all creatives in the Delivery Group. For example, a delivery group could contain 3 ad units, one serving 50% of the time, while the other two serve 25% of the time each.
This algorithm is commonly used for distributing slight variations of creatives where messaging or offers may differ slightly (e.g. I want to distribute a 10% off coupon 50% of the time, and a 20% off coupon 50% of the time).
Learn how to configure Weighted delivery groups in this article.