Why are Placement Naming Conventions so important?
These cryptic strings of codes are entered into the placement name field when trafficking ads on your ad server, DSP, ad buying tool, or marketing platform–we’ll call these “advertising platforms” for the remainder of this article. Since the placement name is just a text field, it does not drive any real functionality in the advertising platform. So why bother creating these elaborate placement names?
All the magic happens when the advertisements start to run…
To evaluate advertising performance, somebody from the analytics team pulls data from the advertising platform to report on impressions, clicks, conversions, views, and other supported metrics. However, out of the box, you can’t “slice and dice” this data from your platform because it doesn’t contain all the data fields you need to analyze.
For example, suppose you want to analyze performance by advertising tactic. Unfortunately, your advertising platform doesn’t have a specially coded field for “Tactic” that contains all your choices. The workaround is–you guessed it–to put “Tactic” into the placement name.
What about all the other missing dimensions of advertising performance you need to analyze? Every one of them can be coded into the placement name. However, due to the limited space in the placement name field we are required to compress all the values into short coded versions to squeeze them all in there.
The first thing your analytics team does when they pull the performance data from your advertising platforms is parse the placement name and load it into their designated database fields that link to their decoded values.
Now they can run all those amazing and insightful reports.