Rate Cards are a tool for Advertisers to learn about the particular site and browse the different advertising options available. The statistics on the Rate Cards should be used as an indication only as they are based on the previous performance of the site.

Statistics on the Rate Card is calculated using an average of the data collected over the past 7 days, which helps smooth out daily variations to give a better indication of the sites performance.

A very important consideration Advertisers must make and understand, is that the statistics of each available advertising option are representative of the next ad booked in that spot. It is displayed in this way to inform Advertisers of the performance their ad may achieve if they made a booking.

As an example:

A Publisher has a standard banner Ad Group with Ad Pool size set to 10 ( so there are 10 available spots in the rotation). The Ad Group is currently being served 2 Sponsored Ads and 5 Run of Network Ads. Therefore, the number of ads currently in rotation is 7.

In the course of the day the Ad Group receives 100 clicks from 15,000 views.

At the end of the day, the data is complied and statistics calculated, as follows

Average clicks/ad/week

7 times the total number of clicks received during the day (to give total clicks in a week), divided by 8 (the position of the next ad booking). This equals 87.5 (or 88 clicks/ad/week).

Average views/ad/week

7 times the total number of views received during the day (to give total views in a week), divided by 8 (the position of the next ad booking). This equals 13,125 views/ad/week.

The Rate Card is then updated to show the average of the last 7 days of data.

To make things easy, let’s say the daily statistics were the same each day, for the last 7 days. The Rate Card would then display:

Average clicks/ad/week: 88 clicks

Average views/ad/week: 13,125 views

Average CTR: 0.7%

When an Advertiser views the Rate Card, this information gives them a good indication of the performance their ad may achieve if they made a booking. Of course, performance will vary depending on targeting, media used etc. This is why Rate Cards are only an indication. Your Account Manager can help you optimise your campaign to get the best results.

In summary,

• Rate Cards are a tool and are to be used as an indication only.
• Statistics shown are for the next ad booking, NOT for the entire rotation of ads in the group.
• You Account Manager can help you optimise your campaign.

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