The purpose of this guide is to give a step-by-step process to the implementation of Adnami for publishers.
In this guide we will cover the steps below:
- Choosing and implementing an Adnami Enabler
- Site certification + publisher quality checks
- Creating deals with agencies and enabling your inventory for Adnami formats
1. Implementation of the Adnami Enabler
In order to utilize Adnami formats, publishers must make a strategic decision regarding the integration of the desired enabler type onto their website. The available enablers include:
- On Page
- Enabler added in the <head> of the site
- Allows Programmatic and IO
- Script is loaded on all page loads
- On Domain
- Enabler added in the folder of the site
- Allows Programmatic and IO
- Script loaded only when Adnami formats are returned from the ad server - giving optimal conditions for loading speed.
It’s possible for the publisher to implement directly on the page/folder (recommended) or by using a Tag Manager such as GTM. In this case the Adnami script just needs to be loaded in the <head> with the Tag Manager and preferably before their Ad server.
For a more in-depth understanding of the enablers please reach out to your Adnami contact or cert@adnami.io.2. Certification of Adnami formats
After the enabler implementation, Adnami’s talented certification team will certify the formats the publisher is interested in. This will ensure that the formats are displayed correctly on the site.
Before we can certify any site, we need to review the list of sites to make sure:
1.) they are suitable for certification
2.) the enabler have been correctly implemented.
Share the list of sites you wish to be certified with our AdOps team cert@adnami.io for review.
Our Certification team will be rendering the requested formats on the sites and will look for any irregularities in how the site behaves with our formats on.
The certification SLA varies but we strive for no more than 3-4 days unless there is a long site-list. In that case a prioritization would be recommended for a quick turnaround.
When the certification team is done certifying the requested formats, you as a publisher will need make sure the certification of the site(s) is satisfactory. Use our creative test tags to validate the certification.
NB: If a site changes layout it’s very important that we get this notice since it can have a big impact on the certification. If possible, delivering us a sandbox of the new layout. Then we can "pre-certify" and make sure everything looks good.
3. Choosing the right placements
The most important thing to remember when setting up deals with agencies is to know which placements to use for which formats. See the below listed recommendations:
Topscroll: An "out-of-page" 1x2 ad unit size, preferably, placed at the top of the page. If this is not possible, please use the topbanner placement. We will then collapse the topbanner placement when an Adnami topscroll is booked.
Skin: Adnami skin requires a topbanner placement, or a placement that sits close to the top of the page. If this is not possible, your site might be qualified for a special certification. This can only be validated by our cert team. Please reach out to cert@adnami.io if you’re uncertain.
Sticky or non sticky skin: Sticky skin follows down on the page when you scroll, and non-sticky you scroll by. The publisher decide if the site should be certified for sticky or non sticky skin. If site is certified for non-sticky, Adnami will push sky-banners below the skin.
If a skin is sticky and the site has sticky banners, then we will place the sky-banners behind our skin. It is the publishers task to make sure these are not sold when displaying an Adnami sticky skin.
Midscroll: Midscroll is recommended to be delivered in in-context banners such as 300x250 or 930x600. On Desktop sky-banners will be pushed behind the fullscreen banner and reappear after the midscroll.
Ad Refresh Rate Recommendation: We advise against using ad units with a refresh rate, as this can negatively impact viewability and user attention. If ad refresh is standard practice on your site, avoid implementing it for Topscroll placements, as these ads are rarely revisited by users after scrolling.
4. Deal setup (programmatic)
Adnami would always be more than happy to help with a walkthrough of the setup in the Ad-server or SSP when setting up Adnami deals. In general, remember that the setup is not that much different from standard formats.
The size in the deal needs to match the ad unit size and the creative size, our certification will make sure to adapt the creative so it matches the certification on the page.
Since Adnami High Impact formats are premium formats we also recommend the publisher to only use premium placements, this should also heighten performance which benefits all parties involved.
Adnami always prefer to check new publisher-setups before going live on campaigns. We prefer to do so with a share of the screen if the publisher allows us to. In this screen-share we would ask to walk us through the deal setup:
- Deal size: The size in the deal needs to match the ad unit size and the creative size, our certification will make sure to adapt the creative so it matches the certification on the page.
- Placement: Since Adnami High Impact formats are premium formats we also recommend the publisher to only use premium placements, this should also heighten performance which benefits all parties involved. Make sure you only use web placements and not app placements.
- One deal per format: Make sure that the deal split per formats, meaning that one deal should never have more than one format and one device.
- Deal name: To avoid confusion between buyer and seller we recommend the publisher to name the deal to match the format it’s for. A good example is to name the deal according the to the following naming convention: COUNTRY_PUBLISHER_FORMAT_SIZE_PRICE
Example: DK_Adnami_Topscroll-Desktop_1x2_10EUR - Validation of the deal: When the deal have been set up we recommend the publisher to validate the deal to make sure bid requests are coming through and the deal is set up for the correct format and ad This can be done by sending Adnami a deal per format to our Xandr or DV 360 account. so that we can check if bid requests are coming through, and which formats we are seeing. We don’t need to buy, we just need to make sure everything is setup correctly.
- Programmatic Guaranteed: Programmatic Guaranteed deals from Adform DSP to Google SSP only works with On Page or On Domain enabler since it's not possible to host the creative on the publisher's side which makes it impossible to disable safeframes.
NB: If a site changes layout it’s very important that we get this notice since it can have a big impact on the certification. If possible, delivering us a sandbox of the new layout. Then we can "pre-certify" and make sure everything looks good.
Please also be aware that removing an Adnami enabler is not automatically communicated to us, we therefore advise you as a publisher to inform your dev-teams about the legitimacy of the macro so this does not get removed without informing Adnami.
5. Non-certified sites/formats
Adnami formats can only render correctly on Adnami certified sites. Though, please be aware that even if a site is not Adnami certified, Adnami formats can still be bought. This is because we do not have control over the buying in the ad-server and DSP’s. In case this happens, you will most likely see impressions but 0% (or really low) viewability and CTR. Be aware that the above is also true if a site is certified for eg. topscroll and skin but the buyer tries to buy midscroll.
6. Approval of technologies
Please note that some Adnami creatives may be associated with other technologies, so it is important as a starting point to have approved the following partners in the Adserver, CMP and all other relevant places: SeenThis, Adnami, Zuuvi, Bannerflow.
7. Unifying ad units
Instead of using standard ad unit sizes for our formats (300x250, 930x180, etc), we are now introducing sizes that are Adnami-unique. What exactly does this mean? With these new Adnami-unique sizes you will only need one size per format per device.
It is important to note that this is only changing the buying process, not the visual outlook or safe-zones of Adnami formats.
The new sizes recommended for buying Adnami formats are the below.
Be aware that this is just a recommendation from Adnami, we still work with the publishers' current setup.
| Format | Desktop | Mobile |
| Topscroll | 1x2 | 300x220 |
| Topscroll Expand | 970x510 | 300x280 |
| Midscroll | 970x570 | 300x240 |
| Midscroll Double Height | 970x550 | 300x210 |
| Inline Midscroll | 970x540 | - |
| Skin | 970x170 | - |
| Native | 970x560 | 300x230 |
| Reel-format | 970x530 | 300x270 |
| Dynamic Sidebar | 970x520 | - |