Ads are what you run on your servers and are therefore the most sensitive entity in the system. We can think of an ad as having three states:

  1. Original: every new ad you create can be thought of as the “original” ad.
  2. Version: if you publish and ad, then edit and republish it, the republished ad is thought of as a version of the original ad. This distinction is important when working with heat maps.

Variations: variations are used to A/B test ads; you create an original ad, then create variations of it. For more information, see Variations.

Saving an ad is not enough to run it – you must publish it (see below). Publishing is the action that generates a tag for your ad. Please note that the tag will only work as long as the ad remains published – if you unpublish an ad, the tag will fail.

Creating a New Ad

There are two places from which to start a new ad:

  1. The Ads page. In the main navigation, click Ads. You will be asked to select a brand, and then a campaign from that brand’s campaigns. Note that a brand will only appear in your list if it has at least one campaign.

selecting a brand and a campaign from that brand
selecting a brand and a campaign from that brand
  1. The Campaign page, as one of the actions available from the Campaign Properties section. The ad will be created for that campaign.

new ad directly from the campaign's page
new ad directly from the campaign’s page
the Create New Ad pop-up
the Create New Ad pop-up
  1. Name: mandatory field. Multiple languages are supported.
  2. Device Type: select a device type. Currently mobile and tablet are available.
  3. Format: select an ad format (or unit). Currently available:
    1. Banner: an ad unit that appears on a certain part of the screen, next to the applications’s or web page’s content.
    2. Expendable Banner: an ad unit that has two stages. By default, the first stage’s dimensions are smaller than the second stage’s dimensions, although this can be changed. Also by default, a Close button (‘X’) on stage two leads back to stage one rather than closing the ad.
    3. Interstitial: an ad unit that is displayed before or after an expected content page. By default, the interstitial ad unit is full-screen. Some interstitial ad units come with a pre-defined Close button (‘X’) and, generally, are time sensitive.
    4. Dual-Stage Interstitial: a unit that has two stages like an expandable banner (see below), but with identical default dimensions for both stages.
    5. Hover: an ad unit presented above the content of the application or web page, as if hovering on top of it. The content beneath the ad is still accessible to the user and fully interactive.
    6. Landing Page: an ad unit whose dimensions can be bigger than the screen, and that can be scrolled on the device. The landing page receives a URL and not an ad-tag.
    7. Dual-Stage Hover: a unit that has two stages like an expandable banner (see above), but with identical default dimensions for both stages.
  4. Comment: plain-text comments. Multiple languages are supported.
  5. Click Save to close the pop-up and remain in the CM, or Save and edit in Creative Factory to move directly to the Creative Factory (in a new tab) to edit your ad.

Tip: You can also create a new ad from the Templates page, as one of the actions for a template. This ad will not be empty – it will be based on the template.

The Ads Overview Page

>> To reach the Ads overview page, in the main navigation click Shortcuts>Ads.

Tip: You can search for an ad by name. The search does not have to be an exact match.

The Single Ad Page

You can reach the Ad page from three places:

  1. The Ads table in the Dashboard.
  2. The Ads Overview page.
  3. The Associated Ads table in the Campaign page.

>> From any of these locations, in the ads table, click GoToIcon from the relevant ad’s line.


The Ad page provides full information about the ad and variations (if any exist), and how well it’s doing. Ads have the most actions and most detailed information in the system.

Ad Properties

The Ad Properties section provides campaign information and actions, similar to the Brands Properties section.

the Ad Properties section
the Ad Properties section

Time Range and Zone Selections

This option is identical to the one provided in the Brand page.

Performance Summary and Impressions Graph

  1. Impressions: the number of times an ad is loaded on devices.
  2. CTR: short for Click Through Rate. This gives, in percentage, the first clicks or interaction with the ad unit or page, divided by the number of started impressions. Hide clicks (clicks that close the ad without leading away) are not counted.
  3. Engagement Rate: number of interactions with the ad unit or page, divided by the number of first interactions. Hide clicks (clicks that close the ad without leading away) are not counted. This is an indication of the average engagement of users with the ad unit or page.
  4. Navigation Rate: the number of final clicks or interactions with the ad unit leading to an external action (like Open URL, Click to Call, Open Facebook and Download App) divided by the number of started impressions, not counting hide clicks (clicks that close the ad without leading away).
  5. Video Completion: completed video views as percentage of all video starts.
  6. Time Spent: this is calculated differently for different ad units:
    1. Hover, interactive pre-rolls, interstitial and landing pages: time from ad or page display until the unit is hidden.
    2. Expandable banners: time from banner expand to banner collapse.
  7. Fill rate: the calculation is (booked impressions / actual impressions), with the result presented as percent.

The Impressions by Day graph shows CTR and impression information for the ad, according to the time range and zone selected above:

impressions by day
impressions by day

The Performance Results CSV and the Heat Map

You can review detailed performance information about the ad using the heat map or a CSV of the results.

>> To download the ad’s performance results as a CSV file, or view the heat map:

  1. Select a time range.
  2. Select a time zone.
  3. Click:
    1. Download CSV and select daily or detailed daily for a day-by-day breakdown or hourly for an hour-by-hour breakdown. The file download will begin automatically.
    2. Heatmap to open an overlay of the heat map.

Tip: For more information about the heat map, see Appendix A – Understanding Heat Maps.

Associated Variations

The Associated Variations table shows all of the variations, including the ad whose page you’re in. The table shows how well each variation is doing, and is vital for working with variations to their full potential. For more information, see Publishing and Unpublishing Variations by Performance Results.

Actions on Variation

The following actions are available for variations, from the Associated Variations table:

  1. Go to Variation GoToIcon: takes you to the variation’s ad page.
  2. Publish PublishIcon  and Unpublish UnpublishIcon : for information on publishing and unpublishing variations, see Variations.

Basic Actions on an Ad

  1. Edit Ad: opens the Edit Ad pop-up. It is identical to the Create New Ad pop-up.
  2. Edit Ad in Creative Factory: opens the ad in the Creative Factory for editing.

Note: A published ad will have to be republished for your editing to affect the running ad; remember that re-publishing will affect the ad’s statistics, as they’re presented per publish.

  1. Preview: opens the ad in the Creative Factory, in its preview mode. This mode allows interacting with the ad but not editing it.
  2. Publish (also re-publish, unpublish): publishing an ad generates a tag that you can use to run the ad on ad servers. Republishing is used to change the running ad; unpublishing stops the ad from running. For more information about working with the tags, see the Publish and Instruction Page sections for more information.
  1. Create New Variation: for information about variations, see Variations.
  2. More: see below for all options.

Advanced Actions on an Ad – the More Menu

the More menu
the More menu
  1. Share: opens a pop-up with a link you can send to co-workers. The link opens the ad in the Creative Factory’s share mode, which allows interacting with the ad but not editing it.
share link
share link
  1. Duplicate: opens the Create New Ad pop-up. The ad you create will be an exact copy of the current ad, and will be in the same campaign.
  2. Heat map: opens an overlay of the ad’s heat map. To understand the heat map, see the heat map explanation.
  3. Trafficking Instructions: opens an overlay with instructions for deploying your ad. For more information, see the Trafficking Instructions Page section on our website
  4. Unpublish: for a published ad. This will stop the ad running.
  5. Leads CSV:
    Download: downloads a CSV file of leads generated by the ad.
    Delete: deletes all of the leads generated so far.
  6. Archive: adds an Archived label to the ad; this label is for your convenience, and will not affect your ability to work with the ad.
  7. Convert Ad to Template: depending on your permissions, you may be able to re-save the ad as a template. Please note that the template will not be able to run as a regular published ad.
  8. Move:moves the ad to a different campaign. You will be asked to select the brand, then the relevant campaign. Note that this is a move, not a copy – the ad will no longer exist under the original campaign. When the move is complete, you will be taken to the campaign’s page.

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