3rd party ad serving

AdOps Guide – Pulling 3rd Party Ad Server Reports with Daily Breakouts

Pulling 3rd Party reports is one of the key reporting needs of any publisher ad operations group, unfortunately the publisher-facing reporting interface of most 3rd party ad servers isn’t terribly intuitive.  It can be particularly difficult to extract the daily breakout, which is key to troubleshoot discrepancy or implementation issues, and usually a required attachment to any official ticket to the ad server support team.

Often times, without being able to look at a daily breakout, it is difficult to understand if a large variance in delivery between a publisher’s ad server and an advertiser’s ad server has been a problem from the very start of the campaign, or perhaps only at a certain date when new creative was added, or perhaps when the publisher added a site release.

Therefore, I’ve created a guide below on how to build a report in the major 3rd party ad servers that provide a daily breakout of delivery.

This post covers how to pull a report showing delivery by day from the following 3rd party ad servers: DART for Publishers, Atlas DMT, Pointroll, Eyeblaster / MediaMind, Mediaplex, and Eyewonder.  I will update with others as I am able and if this post turns out to be helpful.


Go to ‘Report Central

Select ‘Queries’

Under ‘Create New Queries’ select ‘Single Advertiser’

Select an Advertiser

Under ‘Main Criteria’ select ‘Daily’ in the ‘Breakdown’ section.

Under ‘Main Criteria’ add ‘Date’ as a selected field, along with any other fields you require, such as Advertiser / Placement / Campaign Name / etc.

Run the report

Creating a daily breakout in the DART Publisher interface

In Atlas –

Note: Atlas’s UI only functions in Internet Explorer.

Things are a bit easier in the Atlas UI – there is a canned report that will likely suffice.

Select ‘Publisher Reports’

Select ‘Publisher Daily Summary Without Subtotals’. Be sure to select this report and not the one above it labeled ‘Publisher Daily Summary’, which exports the data in a format that is difficult to manipulate any further in excel.

Run the report

Creating a daily breakout report in the Atlas Publisher Interface

In Pointroll –

Select ‘Analyze’

Select ‘Reports’

Select ‘New’

Select ‘User Defined’

Select your time frame and relevant metrics

Under ‘Aggregations’, move ‘Daily’ into the ‘Selected Aggregations‘ column, along with any other items you require

Select ‘Run‘ and On the ‘Run Report Options’ pop-up, select ‘Flat Data’ if you plan to manipulate the data in Excel with a pivot table, etc.

Creating a daily breakout in the Pointroll Publisher Interface

In Eyeblaster / MediaMind –

Note: Daily breakouts are only available in MediaMind on a campaign-specific basis, and only 45 days at a time.

Select ‘Analytics’

Select ‘Delivery Analysis’ from the ‘Analytics Reports’ section

Under ‘Data Resolution’ select ‘Days’

Run the report

Creating a daily breakout report in the Eyeblaster / MediaMind Publisher Interface

In MediaPlex –

About as easy as it comes, since there is only one report available to publishers.

Select ‘Reports’

Select ‘Site Delivery’

Under ‘Time’, select ‘date’

Run the reportCreating a daily report in Mediaplex MOJO Adserver

In Eyewonder –

Eyewonder’s reporting system looks complex, but really isn’t that difficult to use.

Select ‘Custom’

Under ‘Reporting Criteria’ select ‘Impressions’

Under ‘Breakdown Criteria’ select ‘By Date Range’, and then select ‘Breakdown by Day’ from the drop-down menu

Run the report

Creating a daily breakout in Eyewonder's Publisher Reporting Interface


Why Do Publishers and Marketers Have Separate Ad Servers?

At first glance it might seem confusing why Publishers and Marketers both maintain their own Ad Servers. After all, what’s the point of forcing a browser to make so many trips across the internet, bouncing from Ad Server to Ad Server when technically all you need is a single Ad Server to deliver an ad?

The answer is mostly convenience, but also so Marketers and Publishers can audit each other when it comes time to bill.

Ad Servers are convenient because they allow Publishers and Marketers to centralize the nuts and bolts of getting an ad on a web page. If a Marketer bought media across ten different sites for example, without and ad server every time they wanted to change their creative assets they would have to talk to ten different publishers. Not only that, but when it came time to report on how well their campaigns did, they would have to compile ten different data sources into a single report. For a sophisticated marketer advertising multiple products to multiple audiences with multiple messages, this quickly becomes unmanageable and is distasteful from the start.

However, with an Ad Server, a Marketer can update their creative in a single place, whenever they want, and do so without needing to contact a publisher. Moreover, they can pull reporting on-demand from one place that uses the same tracking methodology.

Publishers maintain an Ad Server for the same reasons – they have multiple clients running multiple creatives for varying amounts and with different targeting requirements. Publishers also want a single source for reporting, and where they can efficiently track that they are delivering on schedule so they can bill clients in full.

Lastly, separate Ad Servers allow both parties to maintain their own independent set of reports. This forces both parties to rely on the technology when it comes time to bill rather than each others honesty. Of course, using two Ad Server that count at different times, even milliseconds apart creates the possibility for Ad Serving Discrepancies, the bane of Publishers and Marketers alike.