To help you become more familiar with the terms and concepts associated with Amazon Ad Server (AAS), the following sections include a general overview of the world of advertising. This overview contains explanations of the basic advertising entities and shows how they are related to one another.
The creative assets are the building blocks used to create an ad. They are created by the creative shop and are stored and arranged in folders for easy management. The folders are organized in a hierarchical structure, parent folder followed by the children folders. Creative assets can include images, videos, Flash files, and more.
An ad is a collection of the creative contents, such as the creative files being used and their format, for example, Floating Ad and Standard Banner, as they appear in the placement. An advertisement is displayed to users in a browser and includes the ad’s name, banner size, format, and creative assets. Ads are used to promote, for example, a product, service, or company. They can appear as a banner on the page, an SWF Flash file, a pop-up video, and more. Once the ad has been created, you can attach the ad to a placement.
Placements are locations in the site on which ads run. Placements can be located throughout the site. For example, a placement can be found in the homepage as well as in the lifestyle section. Placements can contain more than one ad. Each time a placement’s ad is viewed by a user, an impression is counted on the advertiser’s ad server (AAS). Placements make up the campaign’s media plan, and each placement must include at least one ad. Placement details include serving dates (the dates when the campaign is running) and the ordered number of impressions to serve on the site.
A campaign is a series of advertisement messages that share a single idea and theme. Campaigns appear in different media across a specific time frame and are the framework to an integrated marketing communication. A campaign is the entity under which the media plan is executed. A campaign also includes the ads that are attached to the placements.