Resellers guide to Adnami activation

This article aims to guide resellers in activating Adnami inventory while highlighting the key points to keep in mind.

In order to utilize Adnami formats, resellers need to verify that the publisher and sites in question have an Adnami Enabler on them. This is usually already in place, but it would be a good idea to check this with the publisher. 

For a more in-depth understanding of the enablers please reach out to your Adnami contact or cert@adnami.io. 

1. 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.

2. 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 safe frames.

3. 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.

4. 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.

5. 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.