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Insertions: Links and exclusions

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Insertions: Links and exclusions
Insertions-links-and-exclusions
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Insertion links

With insertion links, you can make sure that creatives from multiple insertions always appear together on the page.
When the page loads, either all linked insertions will be displayed on the page's formats or no linked insertion at all. If Equativ's system cannot ensure that the linked insertions are all shown together, then the linked insertions will not be selected for delivery at all. Delivering only some of the linked insertions is not possible.
Insertion links:
  • work with One Call only. Standard call is not supported (for a comparison of One Call and Standard Call, read here).
  • do not work with insertions enabled on multiple formats (see section "Selection of multiple formats" here).
  • work on formats with multiple instances (read about format instances in section "Formats" here): the insertion is shown on all instances of the given format

Define link

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To define a link
  • go to the insertion list of the campaign
  • enable the checkbox of the insertions you wish to link
  • on the top right, select Link > Create a link

Select link

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  • ① select Exclusive link; only in case you want to sell one or multiple formats on the page exclusively to an advertiser; read more below: "Exclusive links"
  • ② select an existing link - or
  • ③ create a new link
  • ④ click Manage links to switch to a list of all link categories and all online insertions which are connected with the given link
  • click Save

Exclusive links

With exclusive links, you can sell one or multiple formats on the page exclusively to an advertiser. The other formats (which are not part of the exclusive link) will remain empty. An exclusive link also works for a single insertion: the single insertion is displayed and all the other formats remain empty.
Exclusive links:
  • work with One Call only. Standard call is not supported (for a comparison of One Call and Standard Call, read here).
  • do not work with insertions enabled on multiple formats (see section "Selection of multiple formats" here). 

Put insertions online

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Enable the checkboxes next to the linked insertions and click Manage > Put online so that the link comes into effect.
  

Rules for linked insertions

  • linked insertions must be defined on different formats
  • an insertion can be in only one link
  • on a page, there can be multiple groups of linked insertions

Insertions in a link consist of a primary insertion and one or multiple secondary insertions. The primary insertion is:

  • the insertion with the highest priority - or
  • the insertion with the highest insertion ID (in case there are multiple insertions with the same priority)

For the primary insertion, the following rules apply:

  • when the primary insertion is stopped, all the linked insertions are stopped
    as well
  • when the primary insertion goes OFF, all linked insertions are set to OFF
    as well
  • when the primary insertion goes ON, all linked insertions are set to ON
    as well

All linked insertions must:

  • have the same volume (or no volume at all)
  • have the same scheduling (start date, end date, custom schedules...)
  • have the same targeting criteria
  • have the same placements (websites/pages/packs), except the format
  • deliver on pages with appropriate tagging: the format of the linked insertion must be present on the website; the website's tagging must match with the formats selected in the page groups)
  • have the same frequency capping criteria 

The following table describes some conditions and the resulting behavior:

ConditionResult
Linked insertions have differing frequency capping criteriaLink will not work if one of the insertion is capped but not the others.
Primary and secondary insertion(s) have different placementsThe user interface will remove the page(s) where both formats are not present.
Primary and secondary have same placements but the formats are not available on the same pagesWhen putting online, the user interface removes the page(s) where the format is not present. However, this is done for the insertions individually, without taking the link into account. Thus, the link will not work correctly.
Primary insertion and secondary insertion(s) have differing targetingThe link will not work correctly.
A secondary insertion ends before the primary insertion (due to different end date or usual rules on volumes)The other insertions keep running. This is equivalent to removing one insertion from the link.
The primary insertion stops before the secondary insertion(s) (due to different end date or usual rules on volumes)The secondary insertions are stopped automatically when the primary insertion stops.
Primary insertion and secondary insertion(s) have different scheduling (custom schedules)The secondary insertion's scheduling is ignored. The primary insertion rules delivery.

 

Insertion exclusions

Insertion exclusions:
  • work with One Call only. Standard call is not supported (for a comparison of One Call and Standard Call, read here).
  • do not work with insertions enabled on multiple formats (see section "Selection of multiple formats" here). 

Define insertion exclusion

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To define an insertion exclusion:
  • go to the insertion list of the campaign
  • enable the checkbox of the insertions you wish to exclude
  • on the top right side, click on Link and select Create an exclusion

Select exclusion category

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  • ① select an existing exclusion category - or
  • ② create a new exclusion category 
  • click Manage exclusions ③ to switch to a list of all exclusion categories and all online insertions which are currently assigned to the exclusion category
  • click Save


Put insertions online

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Enable the checkboxes next to the excluded insertions and click Manage > Put online so that the exclusion comes into effect.
 

Advertiser exclusions 

Advertiser exclusions work with One Call only. Standard call is not supported (for a comparison of One Call and Standard Call, read here).
Advertiser exclusions do not work if the involved insertions have a group volume. If you have to combine group volumes and advertiser exclusions, you can create an insertion exclusion as a workaround, as explained in chapter "Insertion exclusions" above:
  • create a new insertion exclusion category
  • assign the insertions of advertiser A to the insertion exclusion category you created
  • assign the insertions of advertiser B to the same insertion exclusion category
You can assign multiple advertisers to an advertiser exclusion category. Insertions from these advertisers will never be displayed together on the page - or within the same ad pod in case of in-stream video ads:
  • go to Administration > Exclusion/link/capping categories
  • switch to the Advertiser exclusions section
  • click the "+" icon
  • define a Name for the advertiser exclusion
  • add the Advertisers to be excluded; only advertisers with direct campaigns/insertions can be added here
  • optionally, add one or more Categories if you intend to use cross-channel competitive exclusions (for RTB in-stream video only); read about this feature in In-stream video - cross-channel competitive exclusions
  • click Save
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