Last updated on October 31, 2016
Key concepts and elements
The following are foundational concepts in OpenX Ad Exchange. Many of these concepts are also used in OpenX Ad ServerA complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats..
A siteAn OpenX component that represents top-level domains or subdomains and is used to organize ad units. Sites enable you to target and report on inventory performance. represents a location with ad space to sell and contains ad units.
An ad unitThe smallest inventory component that represents the space on a site where ads display. represents the actual piece of ad space you want to offer through OpenX. Ad units are housed within sites, and they utilize ad tags.
An ad tagA small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space. is a small piece of code which includes parameters describing the ad space where you want to display an ad.
Pricing controls are tools for creating floors. A floorThe minimum price a publisher is willing to accept for a given impression. is helpful as it enables you to set a minimum price for your inventoryAd space available on a website or app. The basic unit of inventory for OpenX is an ad unit..
Reporting enables you to generate, schedule, manage, and view customized reports for measuring and tracking pertinent metrics.
In order to sell web or mobile ad space through OpenX Ad Exchange for Publishers, you need to:
Reach out to your Account Manager to obtain domain approval.
Create sites to represent specific websites where you have ad space to sell.
When creating a site, consider demand stack and optimization. Your account manager can help you define a plan and consider differentiators like web versus mobile
Create ad units to represent the actual pieces of ad space you want to offer through OpenX.
Note: Make sure to review the size, floor CPMCost per mille, a pricing method which calculates cost based on the number of impressions (per 1000)., and passback ad tag for your new ad unit. A passback ad tag is the HTML ad codeCalled ad tag at OpenX. An ad tag is a small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space. for a fallback ad to serve in cases where you would otherwise have a blank ad.
Implement the ad tags for ad units in your ad space.
Then you can:
We recommend the following reports:
Exchange Revenue Report: Gain insights at network or publisherAn account type that represents a business with ad space to sell. account level on the performance of inventory in OpenX Ad Exchange.
Bid Landscape Report: Evaluate the value of your inventory in OpenX Ad Exchange by viewing bids in different price buckets.
Price Bands Report: Increase visibility regarding the distribution of bids that you receive in OpenX Ad Exchange.
Domain Performance Report: View inventory performance by publisher subdomain in order to compare how subdomains containing the same ad unit (tag) are performing.