The 3 Primary components are:

The Open AdStream User Interface enables you to control most aspects of the Open AdStream software using your Web browser. You may usually log into Open AdStream at the address http://www.yourdomain.com/RealMedia/ads/OpenAd

Through the User Interface, you will be able to control

The main toolbar of Open AdStream is a gray strip across the top of your screen. This allows navigation to all parts of the User Interface.

Campaigns – gives you access to all Campaigns you are managing

Reports – gives you access to detailed reports on your campaigns, sites, advertisers and more

Inventory – gives you access to a history, summary and forecast of your Sites and Campaigns

Databases – gives you access to your Site list, Page list, Advertiser list, User list and Configuration options

Each time a page is requested, Open AdStream makes a decision about what ad to insert into the page. The ad delivery decision is based upon what Open AdStream knows about:

1. The visitor who requested the page. (domain, browser version, cookie – age gender income)
2. The content / context of the page. (according to the Page structure defined during the Setup process)
3. The campaigns that are available and appropriate for this type of person on this type of page at this time.

The intersection of these 3 data sets is the optimum campaign(s) to deliver.

Since there may be more than one optimum campaign to deliver at any given time, Open AdStream will weight different campaigns with a heavier or lighter priority. The campaigns with a heavier weight will deliver more frequently.

Users of Open AdStream may control weighting manually (static weight and open schedule campaigns will be covered later). When you are running many campaigns, however, you may want to let Open AdStream control weighting for you automatically (fixed and dynamically scheduled campaigns will also be covered later). When fixed or dynamic scheduling is selected, Open AdStream will automatically give a heavier weight to campaigns that are behind schedule and it will give a lighter weight to campaigns that are ahead of schedule.

Every time a page is requested, Open AdStream goes through a delivery decision to decide what ad to place on the page. This document covered part of that delivery decision above, but a more detailed look can help to understand why certain ads are or are not appearing on a page.

Sometimes it helps to understand the exact decision process Open AdStream goes through when determining what ads to place on a page. There are a lot of competing forces in each ad decision. To understand the process is to understand why ads are appearing where they are.

OAS goes through the following steps to determine the optimal ad delivery for each ad request. The entire process, including ad delivery takes about 10 milliseconds.

The OAS decision making process begins when a Web page is requested by a visitor:

1. Determine all positions to fill on page (usually from the SETUP tag)
2. Find campaigns scheduled for PageURL@Position. If none, check PageURL (w/o position) & keep going up URL tree. Some % of time, go to alternate URL for campaigns.
3. Eliminate campaigns from campaign list which: a. have already been delivered to this page; b. have the same campaign category as other campaigns already delivered on this page; c. are not targeted to this user; d. are not scheduled to run: e. have overrun daily impression target; f. have ended: expired impressions, CT, end date, or soonest/latest; g. have exceeded the users impression or CT frequency; h. have no ads for this position; or i. do not have all companion positions available (strict companion).
4. If there are non-house campaigns in the campaign list, all house campaigns are eliminated from the campaign list.
5. From the remaining campaigns: a. compute the campaign weights: b. "OPEN" and "HOUSE" delivery campaigns use the static weight c. "FIXED" and "DYNAMIC" delivery campaigns use 100-(%daily complete). For example, a campaign that has delivered 25% of its daily impressions will have a weight of 75. d. randomly choose a campaign based on the weight
6. Fill one or more (for companion campaigns) positions on the page. Place the campaign code on the page. (if there are multiple ads in a campaign that can fit in a position, then randomly choose one.)
7. Start again until all positions are filled (step II.)

Every time Open AdStream delivers and ad, it writes information in its logs about who the ad was delivered to, when it was delivered and where it was delivered. On a nightly basis, these logs are crunched into very useful reports and inventory information.

After you click "Reports" on the gray toolbar, you are taken to the report menu. From here you have 4 options as to the type of report you wish to generate. Those options are:

You may allow a third party to have access to specific reports by giving them the proper ID and password. To do this, simply go to the "Overview" screen of any Campaign. Look for the field called "password". You will be able to enter a password into this field. This is the report password for this Campaign. You can give the Campaign ID and password to any third party to allow them access to the campaign report.

Advertisers may visit http://www.domain.com/RealMedia/ads/report.cgi with the proper id and password to access the report. A similar process may be followed for third party access to Site reports and Advertiser reports.

Users may create campaign groups so that a single report may be generated which includes details of multiple campaigns. This is done by going to the "Overview" screen of any campaign. Look for the field "Report Groups". You may enter in a name for a report group into this field, such as: telcos (industry category), smith (sales rep), south (sales region). You may go to View Campaign, Site, & Advertiser Reports (report type 1 above) or Create a Report Now (report type 2 above) and enter the Report Group name (exactly as you wrote it before) into the Report ID field to generate a group report. Be sure and select the appropriate radio button!

Based on previous 4 weeks of traffic on a site, Open AdStream automatically calculates daily averages and growth rates of traffic on your Web site. Open AdStream uses this data to forecast total, sold and available impression inventory. This information is laid out by Section and by Page URL / directory URL.

The future performance of campaigns is also forecast so users can determine whether campaigns might under or over deliver.

To view the available inventory on a specific set of pages, start by clicking "Inventory" on the gray toolbar. On the red toolbar on the left, click "Query" under the white "Pages" heading. Enter in a keyword that you know will appear in the URL of the pages you want to search. Select the Page for which you want inventory data with your mouse. Make multiple selections by holding down the "Ctrl" key on your keyboard. Click "Show Forecast for Selected Pages".

An ad tag is a code on a Web page that acts as a placeholder for advertisements that will be inserted into the web page. The ad tag is coded into the HTML source code of the page. The spot on the page where an ad will be inserted is called a position. Positions have names that indicate the approximate location of the ad on the page: like Top, Bottom or Middle. There may be up to 30 positions on a single web page. Each position on a web page must have a unique name so that OAS can differentiate between them.

OAS supports several types of ad tags. Each type of ad tag supports different ad-delivery capabilities and different modes of OAS delivery. The most common types of tags are LX tags, NX tags and JX tags. Each tag has a corresponding delivery mode such as LX delivery, NX delivery and JX delivery.

LX ad tags can only be used when Open AdStream is installed on the same Web server that is serving the Web pages. LX tags are comprised of a setup tag and a position tag. OAS parses the web page as it is requested by the visitor and replaces the LX tags with HTML. This HTML can be an HREF and IMG SRC, Java script, Shockwave or any other type of HTML. OAS also inserts additional information into the tag to assist in cache and proxy busting.

There are many ways that a set-up tag can appear on a page. The most common way is an LX tag on a standard HTML page. The set-up tag is placed at or near the top of the web page in the HTML source code. It must be placed higher in the page than your position tags. The set-up tag must include the names of all the ad positions on the web page. For instance, a page with a Top and Bottom position will have the set-up tag:

< !--OAS SETUP="@Top,Bottom"--> (as always, pay close attention to spacing and capitalization)

Further down in the html source of the web page, you will have position tags, which mark actual insertion points where the ads will appear on the web page. A position tag that corresponds to the above set-up tag(s) would be:

< !--OAS AD="Top"-->

Further down in the html source of the web page, you would have another position tags such as:

< !--OAS AD="Bottom"-->

JX ad tags are used when Open AdStream is running on a remote server, meaning a Web server that is not the same server delivering the Web pages. JX tags are not as efficient or functional as LX tags, but they allow you to deliver ads into any Web page around the world, wherever it may be hosted.

JX tags are better than NX tags because they allow you to deliver Rich HTML, such as Java ads and Shockwave ads, into remote Web pages (those Web pages that are not served by the server on which Open AdStream is installed).

JX code consists of 4 lines. Specific browser types recognize and use specific lines of code, and they are mutually exclusive.

1st line - Netscape 3.x, 4.x and IE 4.x browser uses this line.

http://DOMAIN_NAME/RealMedia/ads/adstream_jx.ads/PAGE@TopLeft

2nd line - Internet Explorer 2.x and any broswer that does not support Javascript use this line.

<.A HREF="http://DOMAIN_NAME/RealMedia/ads/click_nx.ads/PAGE@TopLeft"><.IMG

SRC="http://DOMAIN_NAME/RealMedia/ads/adstream_nx.ads/PAGE@TopLeft">

3rd line - Internet Explorer 3.x and Internet Explorer 3 compatible browsers use this line.

if (navigator.appVersion.indexOf('MSIE 3') != -1){ document.write('<.IFRAME WIDTH=460

HEIGHT=120 MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0

FRAMEBORDER=0 SCROLLING=no BORDERCOLOR="#000000"

SRC="http://DOMAIN_NAME/RealMedia/ads/adstream_sx.ads/PAGE@TopLeft">'); }

4th line - Netscape 2.x browser uses this line.

else if (_version < 11) { document.write ('<.A

HREF="http://DOMAIN_NAME/RealMedia/ads/click_nx.ads/www.realmedia.com/index.html@TopLeft?x"><.IMG

SRC="http://DOMAIN_NAME/RealMedia/ads/adstream_nx.ads/PAGE@TopLeft?x">'); }

NX tags are comprised of an HREF wrapped around an IMG SRC. They limit OAS to image delivery such as GIF's and JPEG's, and have a couple other shortcomings, but NX tags have the flexibility to allow ad delivery on virtually any Web page served locally or remotely.

NX tags consist of hardcoded HREF and IMG SRC for each ad position on the page. A sample NX tag for the URL http://www.address.com/news/local/index.html and the position Top would look like:

< A HREF="http://www.address.com/RealMedia/ads/click_nx.cgi/www.address.com/news@Top">

< IMG SRC="http://www.address.com/RealMedia/ads/adstream_nx.cgi/www.address.com/news@Top"></A>

The components of the code are:

• http://www.address.com/RealMedia/ads - is the directory where OAS is running. You must replace www.address.com with the directory where your copy of OAS is running.
• /click_nx.cgi - runs the cgi that redirects the visitor's click to the click-through URL.
• /adstream_nx.cgi - runs the cgi that returns an ad image.
• /www.address.com/news - is the directory where the actual URL of the web page exists. This is passed to OAS so that the software knows the directory (or subdirectory or page, etc.) where the ad call originated and can send back ads associated with that page. This URL in the ad tag could remain as broad as a directory or the URL could be carried down to the page-specific level (/local/index.html), depending on how you package and sell your site. You only need to make this tag unique if you plan to sell this page by itself and not as part of the directory. Most publishers find that they don't need to sell specific pages and therefore don't tag them uniquely down to the page-specific level. Please see "URL Structure Relates to Ad tags which Relate to Site and Page Setup". If necessary, a virtual URL could be inserted into this portion of the ad tag.
• @Top - is a unique position name on the web page. This is required when there is more than one position on the web page. The position name usually indicates a relative location on the page. A naming convention for your positions usually takes into account the ad size that a particular location on the web page is designed to accommodate.

See http://www.address.com/RealMedia/ads/Samples/nx.html to copy this code.

To structure ad delivery into your Web site differently, you may wish to insert a virtual URL into the ad tag to force OAS to infer different information about the Web page than it would infer from the actual URL and the default settings. This may be necessary because the actual URL does not fit within the simple Site and Page structure you used to package your web site for ad delivery. For instance, your URL may lack structure because it is output from a database or generated by a CGI.

By inserting a virtual URL into the ad tag you can force any web page to fit into a simple ad delivery structure for your web site. A virtual URL may be inserted according to the following syntax:

< !--OAS SETUP= www.address.com/address@Top, Bottom-->

Virtual ad tags may also be inserted into the HREF and IMG SRC of NX tags.

A Local Server is a Web server on which Open AdStream is running. A Remote Server is a Web server on which Open AdStream is not running. The remote server may be across the room or across the country.

When Open AdStream is delivering ads into Pages on a local server, you may use LX ad tags – the most efficient and flexible method of ad delivery. When Open AdStream is delivering ads into Web pages on a remote Web server, you must put JX tags or NX tags on those remote Web pages.

After you have put the appropriate ad tags onto Web pages where you will be delivering advertising (local or remote), you setup the Sites and Pages in Open AdStream as described below. As a User of Open AdStream, it should be seamless to you whether the Sites and Pages are local or remote.

Each copy of OAS supports all delivery modes, simultaneously. The manner in which you deploy OAS on your web server determines which delivery modes (and accompanying ad tags) you can use. The most convenient method can be used to satisfy your delivery requirements.

The fundamental difference between LX, JX and NX delivery is that LX and JX both have the ability to write to the HTML page that is being delivered. This allows OAS to:

• Insert any type of HTML onto the page such as an HREF, IMG SRC, tables, forms, Java, Java Script, Enliven and content.
• Insert a random number into the HTML for beating proxies and caches
• Insert the actual click through into the HTML page to guarantee accurate click-through results
• Insert extra HTML like breaks, borders, height tags, width tags and alt text.

OAS can deliver LX banners to remote pages via ILAYERS/IFRAMES.

LX does not need to use shared memory to track ad delivery and corresponding click-through delivery; so its possible to run with a smaller shared memory cache.

NX should be used with a random URL (a random number inserted into the HREF and IMG SRC) to ensure accurate click-through processing. This is particularly so for users coming from proxy servers who do not accept cookies.

OAS typically delivers ads into your web pages based upon the URL structure of your Sites and Pages. LX tags will automatically include the actual URL of the page (unless you insert a virtual URL, described above), so the next section applies only to NX tags and JX tags (and virtual URLs in LX tags).

A typical news site http://www.news.com might contain the following top-level URL structure which contain all of the 1000+ web pages of the entire News.com web site:

Let’s draw a distinction between a directory, like the URLs above, and a sub-directory (or child) such as:

and a page (also a child), such as:

< A HREF="http://www.news.com/RealMedia/ads/click_nx.cgi/www.news.com/sports@Top">

< IMG SRC="http://www.news.com/RealMedia/ads/adstream_nx.cgi/www.news.com/sports@Top"></A>

The URL information contained in your ad tags should reflect how you package and sell ads on different parts of your Web site. If you sell entire directories of your Web site, then your ad tags only need to contain the directory structure, such as the example directly above with www.news.com/sports in the ad tags.

If you package and sell specific pages on your Web site, then the tags on those pages should reflect the actual URL of the page, such as www.news.com/sports/football/nfl/Steelers/teamstats.html

***Important - The level of specificity in your ad tags (whether they include directories or pages) will impact the way you are able to schedule campaigns to specific pages/directories and will also impact the page/directory breakdown in your reports.

When you set up Sites in Open AdStream, you are simply letting Open AdStream know what domains it will deliver ads into. To setup a Site, click "Databases" on the gray toolbar, and then click the text "Sites". Click "Add Site" at the top left of the page.

When you setup Pages, you are helping Open AdStream identify the structure of pages and directories on your Web Site.

You should repeat this process of "Add Page" until you have defined your top level URL structure. You can speed up the process with the "Add Multiple Pages" button on the screen that lists all of your pages. When you "Add Multiple Pages", Open AdStream will automatically assign Page Ids and will also give you the ability to assign these Pages to a Section (read about Sections below).

When you setup your Pages in Open AdStream, you can group them into categories of convenience called Sections. A Section is just a group of pages with a common theme. Setting up Sections makes it easier to specify where you want a campaign to go.

It is up to you to decide how you want to group your pages into Sections. For example, you may wish to create a Local_News Section that is made up of:

It is entirely up to you how your Site will be packaged and arranged into sections. You would typically want to setup Sections according to the way you package and sell your Web site.

To assign your Pages to a Section, you can simply select a Section from the Section box when you setup the Page (as described above).

Another, easy way to setup Sections is to click on "Database" on the gray toolbar, and then click on "Sections" on the red toolbar. Then click "Add Pages" to add pages to a Section.

You may select one or more Pages in the left list box (hold down the "Ctrl" key while you click to make multiple selections), then select the Section in the right list box where you want to add the Pages.

Now, when you setup a campaign to run on your Web site, you can just select the Section(s) where you want it to run, rather than having to choose multiple Pages.

You may add your own custom Sections to all Section list boxes by adding them on the Configuration screen of Open AdStream. To reach the Configuration screen, click "Databases" on the gray toolbar, then click "Configuration". You may add your own Sections in the Predefined Page Sections list box – one Section per line, no spaces.

The chapter of this document entitled "Decision Making Process for Ad Delivery" discusses how Open AdStream moves through a process of elimination to determine which ads to insert into a Web page.

For example, when a visitor comes to the page www.news.com/sports/football/statistics.html, Open AdStream looks to see if it has a match in the Page list (see above for Site and Page setup).

This is important to understand, because this process helps determine which campaign will be placed on the page. For example, you have two campaigns (Coke and Nike):

The same principals apply for Campaigns setup to deliver to Sections. For example:

SETTING UP USERS OF OPEN ADSTREAM

Users are created and given ids and passwords to allow access to Open AdStream. Once users are created, they may perform all necessary actions to operate Open AdStream.

There are 3 types of users of OAS. Software Users can access the inner workings of OAS. Report Users can only access certain reports. Network Users have remote access to upload campaigns, view inventory, download logs and download reports.

1. A Software User is anybody who has a user name and password in OAS. They have full access to all of the site setup, campaign planning, inventory and reports. The Software User essentially has access to everything.
2. A Report User is an external user such as an advertiser, a buyer, someone from accounting or any other third party. This person would be given a special id and password that allow viewing reports relating to their area of interest. This might be a specific campaign report, a group of campaign reports, reports on campaigns purchased by an advertiser or agency or even reports on specific web sites. Report users may access reports at the URL http://www.domain.com/RealMedia/ads/report.cgi
3. It is possible to set up two entirely separate OAS installations (typically two or more collaborating publishers or partners) which can exchange ad server information. A Network User is a remote OAS installation that has been given permission to integrate with your copy of Open AdStream. The two OAS installations act in a master-slave relationship where the master sends out campaigns and retrieves reports.

To get started, you will want to setup yourself as a Software user. Click "Database" on the gray toolbar, then click "Users" on the red toolbar. Click "Add User". Enter in the User ID (such as michael) and the Name (such as Michael Jordan). Next, enter in the password twice and click "Add User". These are the basic steps for setting yourself up as a User of Open AdStream. Next time you log in, you may use your personal User ID and Password.

Advertisers are buyers of advertising campaigns. An advertiser might be Nike, or the advertiser might be an agency acting on Nike’s behalf. The Advertiser part of Open AdStream is designed to help you organize your advertiser contacts and buyers of campaigns. It also allows you to generate reports on all campaigns run by an advertiser.

When you setup a campaign, you will be able to assign the campaign to a specific advertiser.

If you choose to do so, you may allow advertisers access to advertiser reports. You can do this by giving them their advertiser ID and password and sending them to http://www.domain.com/RealMedia/ads/report.cgi. Advertiser reports contain performance statistics for all of the campaigns associated with that advertiser.

CAMPAIGN SETUP

A Campaign is a set of ads and instructions for when, how, where and to whom the ads will be delivered. In Open AdStream, you can edit the instructions for a campaign by navigating through the Overview, Schedule, Target, Pages and Ads screens using the red toolbar.

To add a Campaign, click "Add Campaign". To edit an existing Campaign, simply click on the Campaign’s name (such as "Visa").

Once you have clicked on "Add Campaign" or once you have clicked on the Campaign’s name, you may navigate around the Campaign’s Overview, Schedule, Pages, Targets and Ads screens using the red toolbar on the left. From these screens, you will give instructions governing the delivery of ads for a Campaign. The following is an overview of what you may do from each of the Campaign screens:

• provide a general framework for the Campaign (Name, ID, Description, Advertiser)
• specify some reporting options for the Campaign (Report Format, Report Groups, Password)
• document sales and cost information (Sales Rep, Terms, CPM, Commission)
• assign industry category to this Campaign

• specify what will cause the beginning and end of this campaign (Impressions, Clicks, Date, Completion)
• control weighting and smooth Campaign delivery (Open, Fixed, Dynamic, Static Weight, House)
• cap frequency of delivery
• send e-mail notification of Campaign’s beginning and end
• control time-of-day and day-of-week Campaign will be delivered
• specify the Sections where the Campaign should be delivered

• target this Campaign to visitors from certain domains
• target this Campaign to visitors of certain States and zip codes (with Domain Region Database)
• target this Campaign to visitors with certain Operating System, Browser and Browser version
• target this Campaign into search results pages by search term (Search term module required)
• target this Campaign to visitors with certain values in their cookies (Cookie Targeting Module required

• specify which domains (your Sites) you want to deliver ads into
• specify which directories you want to deliver ads into
• specify which pages you want to deliver ads into
• view total, sold and available inventory on selected URLs

• view all of the ads in the Campaign
• specify where the visitor will be taken when they click on each ad (Click-Thru URL)
• specify the page positions where each ad should appear (Positions)
• setup ad redirects (File Name or URL)
• upload ads into Open AdStream so they may be delivered (Upload button)

After campaigns have been scheduled and targeted as desired, you mustdo two things to make them active on your Web Site. First, update their "Status" to 'Live' on the Campaign’s "Overview" screen. Then, select "Run Live Campaigns" on the red toolbar. Check the box and click "Run Live Campaigns". This updates the delivery engine and makes the Campaign changes active on your Web site.

If you allow a third party to sell Campaigns into your Web site, you may also allow them to deliver the Campaigns from the third party’s remote ad server. Typically the third party will give you an ad tag to place on your Web page. In the past, you may have had to hard-code that tag into the HTML source of your Web page, thereby turning control and tracking of that tagged position over to a third party.

Rather than hard-coding those tags into your page, you may treat the third party ad tag like an ad. You may cut-and-paste the ad into Notepad or Microsoft Word, then save the ad tag as an "HTML", such as "adtag.html". With Open AdStream (utilizing LX or JX delivery method), you can treat the third-party ad tag like an ad. This means you can setup the third-party Campaign with the appropriate Schedule, Targets, etc., but instead of uploading an ad, you upload an ad tag file that you created in Notepad or Word.

Now Open AdStream will rotate this ad tag into your Pages along with other Campaigns you have sold there. When the third-party ad tag rotates in, it will call out to the third party ad server to deliver the ad. This method of third-party ad tag serving gives you tremendous flexibility to rotate, target, schedule, track and report a third party Campaign.

To target Campaigns to visitors coming from specific Domains, States, Zip Codes or Countries, two things must happen.

First, you must turn reverse DNS lookup on your Web server. Open AdStream relies on reverse DNS lookup to resolve which domain your visitors are coming from. Ask your system administrator if reverse DNS lookup is turned on for your Web server.

Second, you must obtain the Domain Region Database from Real Media. (The Domain Region Database is necessary for State, Zip and Country targeting, but not for Domain targeting). The Domain Region Database is an index of all the Domains on the Internet and where they are registered. By referencing where a domain is registered, Open AdStream can make an assumption that the visitor to your Site is from that area. For example, the domain "telarama.com" is registered in Pittsburgh, Pennsylvania. People with a "telarama.com" address are probably within the local Pittsburgh calling area.

Unfortunately not all domains fits so nicely into a specific region. For example, AOL traffic all looks like it comes from Vienna, Virginia where AOL is registered. Also, some corporations may have multiple offices, but all of their traffic looks like it comes from the headquarters where the domain is registered. Since Open AdStream cannot determine a geographic region for these types of traffic, Open AdStream filters out this traffic and treats is as "National" traffic. So, you may know that 60% of your traffic comes from the State of Idaho, but because of AOL and other national providers, Open AdStream may only be able to target 40% of your true Idaho traffic.

Similar to how a Campaign scheduled to a specific Page will take priority on that Page (see "The Balance Between Pages and Sections in an Ad Delivery Decision" above), a Campaign with a specific target will take priority over other Campaigns without specific targets. This fact will help you understand how much inventory you have to sell for a specific target audience.

Consider though, that since you have multiple, targeted campaigns on the same Page, your initial Inventory calculation will be compromised. Some fraction of that 50,000 IE browser Inventory will be from Pennsylvania and will have a chance of going to the PNC Bank Campaign rather than the Netscape Campaign. So your effective Inventory has been reduced because of the competition between two Campaigns for traffic on this page.

Advertisers will often have a date range in mind when the run a Campaign. For example, Visa may buy 100,000 impressions and want to deliver them throughout the month of May.

Because of the high traffic volume on your Web site, you could deliver all of Visa’s 100,000 impressions in a single afternoon, but that’s not what the advertiser wants. So you will need to put controls in the Campaign schedule to deliver it throughout the month. We call this "Smoothing".

Open AdStream has several ways you can smooth a Campaign, controlling delivery on an hourly or daily basis. You will find these controls on the "Schedule" screen of the Campaign you wish to smooth. About half way down the screen, you will see "Reach" options.

The Reach options work in conjunction with the "Impression", "Click" and "Start/End Date" fields. The "Impression", "Click" and "Start/End Date" fields control the beginning and end of a Campaign. The "Reach" options control what happens in between the beginning and end of a Campaign by giving it a higher or lower priority, or capping its impressions for the hour or day. The Reach options are:

So, if Visa wanted to buy a Campaign that is to start on May 1 and end on May 30 and deliver 100,000 impressions, here is the relevant information you would enter in to smooth the Campaign:

Remember that once the Visa Campaign has met its goals for the day, it will stop delivering. Then, other Dynamic and Fixed Campaigns will take up the Inventory until they have met their goals. Only then, will the Open Campaigns start to deliver. Finally, after all the Open Campaigns have met their Impression limits or End Date, House Campaigns will be delivered. So, if your Campaigns are important at all, it is best to set them up as Fixed or Dynamic.

Typically, you will have one campaign running for each new advertiser. Sometimes, you may find it necessary to run multiple campaigns for one advertiser. If a single advertiser requires several campaigns to fulfill its needs, you may wish to create an association between the campaigns so that you can report on them together. To do this, you can go to the "Overview" screen of any campaign and enter a group name into the "Report Groups" field.

For example, if Visa requires you to run 3 campaigns to fulfill its needs, you may enter "Visa" into the "Report Groups" field of each campaign. This will enable you to generate a single report containing details of all 3 campaigns. To view the Group Report, just click "Reports" on the gray toolbar, then click "View Campaign, Site & Advertiser Reports". Click the "Campaign Group" radio button and enter the Report Group name into the "Name or ID" field. You may also view different kinds of Group Reports by clicking on "Reports" on the gray toolbar, then clicking "Create a Report Now" or "Export Reports" and following the instructions above.