DyNAmic Ad Tag

Personal DNA describes the users who click on your ads

Grapeshot DNA inserts appropriate keyword or category parameters into the standard ad tag call, automatically.

In the example below, the advertiser wants to display his finance brand only on pages about financial subject matter. Yet he only wants to use a standard ad tag structure, with no need for the publisher to tag up any content manually, nor any need for ad networks to manually decide which websites should receive this ad.

In this example, the ad call into ADTECH's Helios IQ adserver has the parameters KEY=GS_CATEGORY inserted within the ad tag. (highlighted in red in the graphic below)

The Grapeshot DNA script assesses the DNA of the page, or user, in real-time and converts the DNA into the GS_CATEGORY parameter which is sent to the Helios IQ ad server. This means each ad call can use Grapeshot DNA to establish which campaign categories should be handed to Helios to make an ad match decision. So in the above example, the Grapeshot DNA is mapped to a "Finance" campaign category, and thereby Helios places a finance ad in the ad slot.

A different set of words on the page would yield a different ad banner, automatically. In the example above, the financial words on the page convert to a "Finance" Ad campaign category, whereas different Grapeshot DNA fetches a diffrent creative from the same Helios IQ adserver, using the same generic ad tag.

A few different words on the page completely change the Grapeshot DNA, and hence change the banner ad served too, as the DNA matches a different campaign altogether.

The advantage of using Grapeshot DNA with your standard ad server, is that all the other rules about time of day, frequency cap, white list websites can all remain intact and part of the campaign logic. Grapeshot DNA helps to prevent wastage, as well as provide content and intelligence about where your ads are seen and clicked upon.

The power of the Grapeshot DNA DyNAmic Ad Tag, is that campaign managers can:

• create a "quiver" of banner ad creatives that modulate according to the content or audience
• use the Grapeshot DNA of the pages and users on the occasion when your ads are clicked, to create a collection of aggregate keywords that help answer "why was my ad clicked?"
• analyse the content of the page, to decide if an ad should be displayed - preventing any unnecessary wastage, or brand dilution if the displaying page is unsocial or negative

Document DNA and Personal DNA can be used either to select the banner ad to be placed, or to data mine where your ads appeared right across a campaign.

Use Grapeshot DNA to understand the words and categories behind the pages or users that saw or clicked on your ad. The aggregate DNA for those pages and users that actually clicked on your ad is a useful description of keywords that help to define "who clicks my ads?" and can contribute to subsequent campaign strategy.

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