Easy way to produce Sell Through Reports from DART (or any other ad server)?

Published by: Max Brown , IGT IGN
Published on: October 1, 2010

Hi all,

At the large Music Media publisher that I work for I recently (last night actually) had to run a report for all 150+ sites we have on paid sellthrough - which required looking through every campaign line item and separating out the promo campaigns from the actual paid campaigns to see what percentage of our inventory was actually monetized. A very sizable task to say the least.

We use DFP and rely on the Query Tool to pull of this type of reporting. Sell Through seems like a very standard metric that Sales teams and upper management would need to have at their fingertips, but it seems extremely difficult to pull this information in DART.

Has anyone else faced this same challenge (in DART or any other ad server)? Are there other tools, products, methods that help make this process simpler?

thanks all, and any feedback/suggestions would be much appreciated.



Theoretically you'd have your unpaid at a lower priority...could probably say anything below 8 or however you are set up is deemed unpaid - under "Ad Name" in query tool, check "priority"


Our platform reports on requests vs. paid impressions to calculate sell through. Furthermore we can segment by campaign type and report on things like uniques, devices, geo and many other commonly used filters. Happy to discuss more.

eric.brown at mediaarmor.com

Hi guys - thanks for the good suggestions - we haven't used the alternate ID field before but that could be something I experiment with.

Good news is that since this report I've convinced the Management Team that we need to build a tool that can do this in an automated way - and our devs are going to develop something using the DART API...

Presumably, Max, you can't use DFP Ad Type to distinguish the campaigns?
If you're trafficking your house ('promo'?) ads as 'standard' ads because you need to set some kind of balance between them (ie impression capping targets, comparable visibility etc) then you're removing the ability to distinguish between 'standard' and 'house' ad types?

If you find Query Tool limiting (and it certainly is, because not all data fields are available on all the different reports - eg for Geo-reporting) then you may need to take the largest data extract you can manage and use a tool like QlikView or Visokio's Omniscope to make better sense of it all.

As well as the Alternate ID field (and excellent solution to many DFP reporting problems) under each ad line item there is a Creative Label field that can be user-defined (you set them under the Creative field tab from the Administration DFP homepage link - these would normally be used for reporting on expanding creatives or a creative spawning, say, another format like a survey or floating DHTML ad) and also reported on from within Query Tool.

OpenX Enterprise support sell-through reports out of the box. You can break down by guaranteed, non-guaranteed, house, and indirect (OpenX market) sales, including insight into billable and non-billable impressions. Non-billable often being house, but there are other cases where that comes into play.


Easy way? Well...not sure about easy, but the way we found that made it a little bit easier was to add in a new identifier in the "Alternate ID" field under the "General" tab. This enables you to pull a report and use this field...then you can sort accordingly. Plus, you can make as many different identifiers as you want...as long as you keep track of them!

It worked well for us...

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