Layers implementation
- Sebastian Perez (Unlicensed)
The Layer is a high-impact format, as it usually places the floating ad in the middle of the screen, on the site’s contents.
In order to regulate their delivery without flooding the users' experience, it is recommended to apply CAPS (or Frequencies per users). Refer to document Frequency of users/Caps
The ideal situation for this position is not to make constant impressions but only a few per user. This is the reason why no back up layers are uploaded as done with the remaining ad boxes.
Recommended Implementation
The recommended implementation for the layer format is:
-in an invisible-type space
It counts as follows:
-If the call returns a layer: an “Advertiser” impression is counted.
-It the space is called and there is no available layer to be displayed to that user: a 'default' or 'blank' impression is counted.
| Important: |
By means of this recommended implementation, it is possible to check the Inventory Planner and to know the number of impressions we have sold and the ones available for this format.
Rich Media ads, as Take Over or Preview Ad coexisting with layers (Traditional or Rich Media) may be also associated to the same invisible space, thus taking even a higher advantage from the available inventory.
Possible implementation - Not recommended
In order to avoid default impressions, there is another type of implementation, only available for V4 codes. This is not the recommended one, as the inventory control of that space is lost and there is a risk for the position to be overbooked.
-A variable-type space
-Where traditional or Rich Media ads are generally displayed, coexisting with Layers.
For example: a 300x250 box with banners of that size + layers.
It works as follows:
This space usually displays 300x250 ads. If there is also an available layer, both formats are to be visualized simultaneously. The 300x250 box and the layer will remain in the position assigned on the screen.
It counts as follows:
-If the call only returns a 300x250 ad: it counts an “advertiser” impression.
-If the call returns a 300x250 ad and a layer at the same time: it counts an “advertiser” impression corresponding to the 300x250 campaign and an “advertiser” impression corresponding to the layer’s campaign, making a total of 2 impressions in the space.
-If the space is called and there is neither a 300x250 ad nor an available layer to be displayed for that user: it counts a 'default' or 'blank' impression.
This implementation may apply for those cases where this format is not usually sold and when there is no reason to create a new invisible space to run a layer during specific moments. It should be taken into account that every time the layer is displayed, 2 impressions are to be counted, one for the layer and the other one for the 300x250 ad; therefore, the space inventory will exceed the real one.
Incorrect Implementation
The incorrect way to implement this format is:
-A variable-type space
-Exclusively devoted to layers.
It counts as follows:
-If the call returns a layer: It counts one “advertiser” impression (the layer) and a 'default' or 'blank' impression (traditional or RM ad).
-If the space is called and no layer is available to be displayed to that user: It counts a 'default' or 'blank' impression.
This implementation is not correct as the variable space may display a layer but also calls a traditional ad; therefore, if a layer appears, it creates 2 impressions, 1 from the layer and a 'default' one from the traditional one.