PIxel Manager lets advertisers manage publisher pixels without any help from their IT staff. In addition, it helps minimize discrepancies with publishers, protects the privacy of the advertiser’s data, and provides ROI analysis by publisher and by product/offer.

Pixel Manager provides “gateway” pixels and the tools to manage them. A gateway pixel is a little piece of Javascript code that is invisible to a web site visitor. However, it embeds multiple third-party pixels dynamically. This means that an advertiser can add or remove third-party pixels without changing the code on the page.

Pixel Privacy

While publishers need access to conversion information, it can be both a business and technical liability. With pixel privacy, pixels can be restricted so that they only show up when the visitor comes from a particular publisher. This minimizes attribution conflicts (when multiple publishers take credit for the same conversion) and makes sure that no publisher has total visibility into the advertiser’s business.

No IT Resources Needed

One of the challenges for marketing staff is that implementing new pixels usually requires an IT project. With Pixel Manager, pixels can go live without any IT staff involvement.

Pixel Preview

One of the challenges of implementing third-party pixels is that there are often discrepancies or other technical problems. Pixel Manager provides a preview function that makes it easy to see which pixels are showing up for a visitor, making it easy to work through technical issues.

Detailed Reporting

Pixel Manager tracks each pixel that is shown and figures out which publisher should get credit. Using its built-in reporting, advertisers can check and download statistics which can then be used to analyze the effectiveness of their registration path on a per-publisher basis.

Integration with Yield Manager

Pixel Manager is an integral part of the Yield Manager system. Any media buy done through Yield Manager can be supported by Pixel Manager, and reporting will show detailed ROI information for each media buy. Pixel Manager will also manage Lifetime Value pixels for more detailed analysis.

Implementing Pixel Manager is easy.

First, log into Pixel Manager and create a number of gateway pixels. These should be given descriptive names like “Registration path - shipping information” or “Product 2 Thank you page.”

Next, click “Get Gateway Pixel Tag.” This will generate a small chunk of Javascript code. Place this code on the appropriate page, preferably at the top. (This step may require help from an IT resource)

The pixels are now live! You will see pixel “loads” appear in Pixel Manager reporting.

Now it’s time to add publisher pixels. To do so, click on a pixel and the click “Add piggyback pixel.” Then paste in the third party pixel. To preview the pixel, click “Preview gateway pixel” and you should see the publisher’s pixel.

Pixel Privacy (Optional)

If you want to enable Pixel Privacy, make sure you have created a publisher in the “Media Buys” tab for each publisher you work with. If you want to track pricing, add a line item for each pricing model you use with each publisher.

Then, assign each piggyback pixel to a publisher and media buy. If you don’t care about pricing, just choose the default media buy for each publisher.

Finally, you’ll need integrate Pixel Manager click tracking. There are two ways to do this. Your IT staff can do an integration on your landing pages, or you can have your publishers wrap their click URLs with Pixel Manager code. To do the latter, just take the Pixel Manager click wrapper (from the media buy page) and have the publisher prepend it to their click URL.

This entry was posted on Monday, November 7th, 2005 at 12:00 am and is filed under Advertisers, Ad Networks, Network Media Exchange. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.