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OpenX Ad Server: Beginner's Guide

Book Description

Build and maintain professional advertising solutions for your web sites with OpenX Ad Server

  • Develop a professional advertising solution for a web site that meets the business requirements by following the creation of an example site with the help of easy-to-follow steps and ample screenshots

  • Initiate an advertising campaign and add banners using your creativity to develop an impressive web site

  • In-depth practical approach providing you with a better and faster ad-server solution to sway your advertising needs for a blog or web site

  • Packed with hands-on-examples and clear explanations for better understanding

  • 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

    Table of Contents

    1. OpenX Ad Server: Beginner's Guide
      1. Table of Contents
      2. OpenX Ad Server: Beginner's Guide
      3. Credits
      4. About the Author
      5. About the Reviewers
      6. Preface
        1. What this book covers
        2. Who this book is for
        3. Conventions
        4. Reader feedback
        5. Customer support
          1. Errata
          2. Piracy
          3. Questions
      7. 1. Introduction and Installation of OpenX Ad Server
        1. Basics of OpenX Ad Serving
        2. Main features of OpenX Ad Server
        3. System requirements
        4. Installing OpenX
          1. Downloading OpenX
        5. Time for action—downloading OpenX
          1. What just happened?
          2. Pop quiz—understanding system requirements
          3. Uploading OpenX files
        6. Time for action—uploading OpenX using cPanel file manager
          1. What just happened?
        7. Time for action—uploading OpenX using an FTP client
          1. What just happened?
          2. Pop quiz—uploading OpenX files
          3. Setting file permissions
        8. Time for action—setting file permissions
          1. What just happened?
          2. Creating a MySQL database and user
        9. Time for action—creating a MySQL database and user
          1. What just happened?
          2. OpenX installation wizard
        10. Time for action—using OpenX installation wizard
          1. What just happened?
          2. Have a go hero—adding another OpenX Ad server instance
        11. Summary
      8. 2. Start Ad Serving with OpenX
        1. Basic OpenX Ad serving steps diagram
        2. Sample Amazon.com banner serving flowchart
        3. Time for action—adding Amazon.com as an advertiser
          1. What just happened?
        4. Time for action—adding a campaign for Amazon.com
          1. What just happened?
        5. Time for action—adding a banner to Toys & Games Amazon campaign
          1. What just happened?
        6. Time for action—adding a website to OpenX
          1. What just happened?
        7. Time for action—adding a zone to the website
          1. What just happened?
        8. Time for action—linking the Amazon banner to the zone
          1. What just happened?
        9. Time for action—serving the banner on the website
          1. What just happened?
          2. Pop quiz—understanding the basics
          3. Have a go hero—serving your own campaign banner
        10. Summary
      9. 3. Advertisers and Campaigns
        1. Advertisers
        2. Adding an advertiser
        3. Time for action—adding Apple as an advertiser
          1. What just happened?
        4. Campaigns
          1. Inventory of a website
          2. In-house versus paid campaigns
        5. Campaign types in OpenX
        6. Understanding campaign priorities
        7. Campaign revenue information
        8. Adding campaigns to an advertiser
        9. Time for action—adding a contract type campaign for Apple
          1. What just happened?
        10. Time for action—adding a Contract (Exclusive) type campaign
          1. What just happened?
          2. Pop quiz—understanding different campaign types
          3. Have a go hero—adding a Remnant type campaign
        11. Tips for efficient advertiser and campaign management
          1. Tip 1: Using a consistent naming convention
          2. Tip 2: Using duplicate campaign function
          3. Tip 3: Filtering active campaigns
          4. Tip 4: Guaranteeing campaign impressions on a zone
        12. Summary
      10. 4. Filling Campaigns with Banners
        1. Banners
        2. Understanding banner types
          1. Local banners using webserver
        3. Time for action—adding a local webserver banner to Apple Inc - Mac Devices campaign
          1. What just happened?
          2. Local banners using SQL
          3. Have a go hero—adding a local SQL type banner to OpenX
            1. Local banners using webserver—advantages and disadvantages
            2. Local banners using SQL—advantages and disadvantages
          4. Generic HTML banners
        4. Time for action—adding Google AdSense ads with OpenX
          1. What just happened?
            1. Generic HTML banners—advantages and disadvantages
          2. Generic Text banners
          3. Have a go hero—adding a generic text banner to OpenX
            1. Generic text banners—advantages and disadvantages
          4. External banners
        5. Time for action—adding an external banner type for Amazon
          1. What just happened?
            1. External banners—advantages and disadvantages
        6. Targeting visitors with banner delivery options
          1. Understanding geotargeting
        7. Time for action—Amazon Halloween banner targeting US visitors
          1. What just happened?
          2. Pop quiz—understanding different banner types
        8. Summary
      11. 5. Adding Websites and Zones
        1. Websites and zones
        2. Zone types
          1. Adding websites and zones to OpenX
        3. Time for action—adding a website to OpenX
          1. What just happened?
        4. Time for action—adding a banner type zone to website
          1. What just happened?
          2. Have a go hero—creating another zone for the website
          3. Zone invocation code
        5. Time for action—putting zone invocation code into our website
          1. What just happened?
        6. Time for action—linking a banner to a zone
          1. What just happened?
          2. Pop quiz—understanding banner zone linking
          3. Have a go hero—linking another Amazon banner to this zone
          4. Understanding zone probablities
            1. Scenario 1: Only one banner in the zone
            2. Scenario 2: Two Remnant type banners from the same campaign
            3. Scenario 3: Two Contract Banners and One Remnant Banner
        7. Adding zones in Blogger and WordPress blogs
        8. Time for action—adding zone invocation code to blogger
          1. What just happened?
        9. Time for action—adding zone invocation code to a WordPress blog
          1. What just happened?
          2. Understanding advanced zone properties
        10. Time for action—setting advanced zone properties
          1. What just happened?
          2. Dynamic zone sizes
        11. Time for action—applying dynamic zone sizes
          1. What just happened?
          2. Pop quiz—understanding dynamic zone sizes
        12. Summary
      12. 6. Taking Advantage of Channels
        1. Site Source
        2. Time for action—labeling zones with site source parameter
          1. What just happened?
        3. Channels
          1. Website channel
        4. Time for action—achieving targeting with website channels
          1. What just happened?
          2. Global channel
        5. Time for action—adding a global channel
          1. What just happened?
          2. Have a go hero—testing global channel behavior
          3. Pop quiz—understanding channels
        6. Summary
      13. 7. OpenX Account Management
        1. OpenX account types
        2. Working with manager accounts
        3. Time for action—adding a manager account
          1. What just happened?
        4. Working with advertiser accounts
        5. Time for action—adding an advertiser account
          1. What just happened?
          2. Have a go hero—adding a website account
        6. Accounts and permissions chart
          1. Pop quiz—understanding OpenX account management
        7. Summary
      14. 8. User and Account Preferences
        1. Changing OpenX name, e-mail, and password
        2. Time for action—changing OpenX name, e-mail, and password
          1. What just happened?
        3. Banner preferences
        4. Time for action—changing banner preferences
          1. What just happened?
        5. Time zone preferences
        6. Time for action—changing time zone preferences
          1. What just happened?
        7. User logs
        8. Time for action—checking user logs
          1. What just happened?
          2. Have a go hero—exploring user interface preferences
          3. Pop quiz—understanding user and account preferences
        9. Summary
      15. 9. Upgrading OpenX
        1. OpenX version
        2. Time for action—checking OpenX for upgrades
          1. What just happened?
        3. Current OpenX files
        4. Time for action—backing up OpenX files and database
          1. What just happened?
        5. New OpenX files
        6. Time for action—downloading the latest OpenX files and uploading them to the server
          1. What just happened?
        7. Configuration file and banner images
        8. Time for action—copying the configuration file and image banners
          1. What just happened?
        9. Update wizard
        10. Time for action—running the upgrade wizard
          1. What just happened?
          2. Have a go hero—the upgrading process: advanced features
          3. Pop quiz—understanding the process of upgrading OpenX
        11. Summary
      16. 10. Using Reports and Statistics
        1. Advertisers and campaigns statistics
        2. Time for action—getting advertisers and campaign statistics
          1. What just happened?
          2. Have a go hero—exploring other statistics screens
        3. OpenX advanced reports
          1. Advertising analysis report
        4. Time for action—getting advertising analysis reports
          1. What just happened?
          2. Have a go hero—exploring other advanced report types
          3. Have a go hero—playing with statistics columns
          4. Pop quiz—understanding OpenX reports and statistics
        5. Summary
      17. A. Pop quiz—Answers
        1. Chapter 1
          1. understanding system requirements
        2. Chapter 2
          1. understanding the basics
        3. Chapter 3
          1. understanding different campaign types
        4. Chapter 4
          1. understanding different banner types
        5. Chapter 5
          1. understanding banner zone linking
          2. understanding dynamic zone sizes
        6. Chapter 6
          1. understanding channels
        7. Chapter 7
          1. understanding OpenX account management
        8. Chapter 8
          1. understanding user and account preferences
        9. Chapter 9
          1. understanding upgrading OpenX process
        10. Chapter 10
          1. understanding OpenX reports and statistics
      18. Index