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- Herausgeber: Packt Publishing
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
In Detail
OpenX is the world's leading independent ad server and it provides you with the simple tools you need to make money from advertising. Although OpenX is a fast, robust ad serving solution to power all of your digital advertising, it can be challenging to get beyond the basics and build an advertising system that meets your needs perfectly.
This practical guide gives you a hands-on experience on using OpenX Ad Server, helping you develop feature-rich and professional advertising solutions for web sites with world-class ad serving functionality. The book explores the powers of OpenX Ad Server and provides you with impressive ad server solutions.
OpenX Ad Server Beginner's Guide will help you gain control over all the advertising needs of your blogs and web sites on a centralized ad-serving platform, for much easier management than traditional with methods. You will be able to run your own ads and sell your ad space to advertisers at the same time. You will learn how to serve ads according to origin of the visitors using GeoTargeting features. Combined with OpenX Channels, you will maximize your online revenue with relevant ads. This book also tells you how you can integrate other popular Ad networks like Google AdSense, Amazon and so on. Using OpenX for multiple accounts, tracking the success of ad campaigns using statistics, and reports are also discussed in detail.
This step-by-step guide to building advertising solutions for web sites helps you to get the most out of OpenX Ad Server's many powerful features
Approach
Written with a step-by-step but friendly and engaging approach, this Packt Beginner's Guide is designed to be placed alongside the computer as your guide and mentor. Step-by-step tutorials are boosted by explanations of the reasoning behind what you are doing. You will quickly pick up the necessary skills, tips, and tricks for building a successful OpenX ad server with practical examples that help you to learn by experiment and play.
Who this book is for
If you are an enthusiast with clear IT basics, who wants to use OpenX ad server for advertising, then this book is for you.
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Seitenzahl: 169
Veröffentlichungsjahr: 2010
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Table of Contents
OpenX Ad Server: Beginner's Guide
Murat Yilmaz
OpenX Ad Server: Beginner's Guide
Copyright © 2010 Packt Publishing
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews.
Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, Packt Publishing, nor its dealers or distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book.
Packt Publishing has endeavored to provide trademark information about all the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information.
First published: March 2010
Production Reference: 1150310
Published by Packt Publishing Ltd. 32 Lincoln Road Olton Birmingham, B27 6PA, UK.
ISBN 978-1-849510-20-2
www.packtpub.com
Cover Image by Karl Moore (<[email protected]>)
Credits
Author
Murat Yilmaz
Reviewers
Jose Argudo
Mert Erkal
Acquisition Editor
Usha Iyer
Development Editor
Mehul Shetty
Technical Editors
Gaurav Datar
Meeta Rajani
Copy Editor
Sanchari Mukherjee
Indexer
Monica Ajmera Mehta
Editorial Team Leader
Gagandeep Singh
Project Team Leader
Priya Mukherji
Project Coordinator
Leena Purkait
Proofreader
Andie Scothern
Production Coordinator
Adline Swetha Jesuthas
Cover Work
Adline Swetha Jesuthas
About the Author
Murat Yilmaz is a software developer and online entrepreneur who lives in Moscow. Murat has over 10 years of experience in different IT fields including the development of web driven solutions, databases, and OLAP systems and has worked in several international companies in Istanbul (Turkey), Anchorage (Alaska), and Moscow (Russia) as a consultant. He currently runs his own blog and online advertising network. He holds a bachelor degree in Computer Science from Marmara University, Istanbul. He spends his free time playing progressive rock songs on guitar and enjoys writing about his gadgets on his technology blog at www.vubx.com.
No book is the product of just the author—he just happens to be the one with his name on the cover.
A number of people contributed to the success of this book, and it would take more space than I have to thank each one individually.
I would like to thank the entire Packt Publishing team. It was a great pleasure for me to work with you for the creation of such a highly qualified book.
No words can express my gratitude to my amazing development cohort who provided me great help. In particular, I would like to thank Gaurav Datar, Meeta Rajani, Kshipra Singh, Usha Iyer, Priya Mukherji, Leena Purkait, Kartik Thakkar, Mehul Shetty, Jose Argudo, Mert Erkal and Patricia Weir. Your encouragement and support were invaluable to me—you are the best!
About the Reviewers
Jose Argudo is a web developer from Valencia, Spain. After finishing his studies he started working for a web-design company. Then, six years later, he decided to start working as a freelancer.
Now that some years have passed working as a freelancer, he thinks that it is the best decision he has ever taken, a decision that lets him work with the tools he likes such as Joomla!, Codeigniter, CakePHP, JQuery, and other known open source technologies.
His desire to learn and share his knowledge has led to him being a regular reviewer of books from Packt such as Joomla! 1.5 Multimedia, Joomla! With Flash, Joomla! 1.5 SEO, Magento Theme Design, and Symfony 1.3 web application development.
Recently he has even published his own book, Codeigniter 1.7, that you can also find on Packt website. If you work with PHP take a look at it!
If you want to know more about him, you can check his site (www.joseargudo.com).
To my girlfriend, with all my love.
Mert Erkal is a young Internet entrepreneur from Istanbul, Turkey.
After graduating from Istanbul Technical University in 1996 as a Naval Architect, Mert gained 10 years of extensive marketing and small business branding experience through his work as a Marketing Analyst for Maersk Line Turkey, a giant multi-national company (1998-2008).
Mert subsequently left his full-time career in August 2008 to earn his living online from blogging and freelance internet projects.
Mert's professional experience, both as a Marketing Analyst and full-time blogger, places him in a unique position to provide effective marketing and branding services for small businesses and bloggers alike. Mert shares his knowledge in order to help build strong corporate identities and to establish effective marketing and branding campaigns. He provides social media and SEO services to his customers.
I would like to thank the author, Murat Yilmaz, for his invitation to contribute in this excellent book. I also would like to thank Taci Yalcin, writer of SosyalMarka.com and co-founder of Stradiji.com, and my family for their patience and support.
This book is dedicated to: my wife and my family who always love, support by heart and encourage me for better
Preface
The amount of money made from websites depends on how we can effectively manage and optimize the advertisements. We can't just randomly add a bunch of banners to our websites and wait for them to make money in an optimized way.
Professional advertising management needs more functions. We should be tracking how advertisements perform and ensure that they are able to customize according to several visitor parameters such as geographic location. The advertisements shown to website visitors should be as relevant as they can be, according to the content of the web pages. We need a scalable-and easy-to-use ad server that is able to handle hundreds of campaigns at the same time on multiple websites, if necessary. It should be very easy to replace a banner on multiple websites with just a few clicks.
Most advertisers want to track how their advertisements perform and are able to make several changes to ongoing campaign banners at any time. A professional ad server should also provide such data-sharing capability to advertisers as well.
OpenX Ad Server is designed to provide these functions and much more.
OpenX is currently the market leader in the open source advertisement serving market, reaching over 150,000 websites worldwide and serving over 300 billion advertisements per month, and has proved to be a scalable, reliable, and efficient ad-serving platform for many years.
OpenX system uses a sophisticated tracking system for advertisers and publishers to get statistics and optimize campaigns from a central interface. It gives website publishers full control over their advertising needs.
In this book, we will have lots of real hands-on examples to help the reader understand the OpenX Ad Server system.
What this book covers
Chapter 1, Introduction and Installation of OpenX Ad Server introduces an example of an advertising campaign to provide you with the basic concepts of online advertising. This information will help you understand what you will achieve using OpenX Ad Server. It then shows us a step-by-step installation of OpenX Ad Server on a hosting by emphasizing the important points that we need to be careful with.
Chapter 2, Start Ad Serving with OpenX aims to start our first campaign and show the first banner as fast as we can by using the minimum settings of OpenX Ad Server. It will prepare you for the details of the OpenX Ad Server environment, which we will discuss one by one in further chapters. We will use a real banner example from Amazon.
Chapter 3, Advertisers and Campaigns defines an advertiser and several different campaign types. We will learn about several advertising and campaign terms including inventory, campaign types campaign priority values, revenue models, delivery capping and so on. The next steps are the applications of such terms in an OpenX Ad Server environment with hands-on examples. The chapter ends with tips about efficient campaign management. Throughout the chapter, we will use some fictitious Apple Inc. campaigns about Mac and iPhone.
Chapter 4, Filling Campaigns with Banners gives details of OpenX banner definitions, types of banners, advantages and disadvantages of using a certain banner type, and how they are processed. We will apply several examples about banners including serving Google Adsense banners in OpenX. We will learn about the vital aspect of banner serving, namely Geotargeting. We will learn how we can customize banner deliveries according to several factors. The chapter uses many examples on banner usage including an Apple Mac banner, Google Adsense, and Amazon Halloween banner for Geotargeting, and so on.
Chapter 5, Adding Websites and Zones explains, with the help of a diagram, a typical website and how advertisement spaces can be allocated in predefined zones. We learn about different OpenX zone types, adding websites and zones, getting zone invocation code inserting web pages, linking banners or campaigns to zones tracking zone probability screens, advanced zone type settings, and setting up dynamic zones that are ready to handle different sized banners. Finally, we will learn how we can serve the advertisements on popular blogging platforms such as WordPress and Blogger.
Chapter 6, Taking Advantage of Channels is all about how we can serve the advertisements via channels to provide more relevancy. We will learn how to set up Site Source zone parameter to differentiate the same zones according to site content. We will use channels to target advertisements on specific content pages by using very easy-to-understand examples. Finally, we will learn how we can target advertisements on a single website or multiple websites using global channels.
Chapter 7, OpenX Account Management explains how we can turn our OpenX Ad Server system into a multiuser management platform where website owners, ad agencies, direct advertisers can work at the same time on their own assets. We will learn how we can define accounts and assign users to these accounts, set permissions on the accounts, and the differences between advertiser, website, and manager accounts.
Chapter 8, User and Account Preferences explains how advanced settings on accounts will help us to customize ad server according to our needs. We will learn where we can change basic account information such as name, e-mail and password and how we can set default banner preferences, and time zone settings. We will end the chapter by learning how to audit the OpenX system. We will learn how to track the changes on the system made by users.
Chapter 9, Upgrading OpenX will help protect the security. We will learn where we can check the new versions of OpenX and how to upgrade to the latest version step-by-step. We will learn how we can export the currently used advertising data carefully into the upgraded version.
Chapter 10, Using Reports and Statistics provides every tool to efficiently analyze the performance of websites, website zones, advertisers, campaigns, and banners. We will learn how we can get such statistics online. Then, we will investigate how we can export the data into a spreadsheet such as in Excel and analyze it with a real example.
Appendix, Pop Quiz Answers contains the answers for the pop quiz questions.
Who this book is for
This book is suitable for website owners, bloggers, and advertisers who need to run a centralized, highly scalable advertising management solution for their websites and clients to optimize their online profits. The book doesn't require any advanced IT skills. Basic computer and IT skills are enough to be able to follow the book.
Conventions
In this book, you will find a number of styles of text that distinguish between different kinds of information. Here are some examples of these styles, and an explanation of their meaning.
Code words in text are shown as follows: "We added a global channel named as gch_notebook."
New terms and important words are shown in bold. Words that you see on the screen, in menus or dialog boxes for example, appear in our text like this: "Select Site—Source option from the delivery limitation list and then click on Add button ".
Note
Warnings or important notes appear in a box like this.
Note
Tips and tricks appear like this.
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