Lesson plan
Creative sequencing
Creative sequencing is a term in advertising that means predefining a particular sequence (sequencing) of a series of creatives (creative), usually under the same creative concept, that a unique visitor will watch when the visitor visits multiple web pages. The particular sequence is applied to all websites that serve ads from the same ad network. Creative sequencing is a feature within ad serving that allows to predefine the sequence of creatives a unique visitor will watch. For example, if an advertiser has 3 creatives A, B and C to deliver to its target audiences, then the advertiser may set the sequence that audiences will watch the 3 creatives as following: * Iteration as A-B-C-A-B-C-A-B-C... * Some specific sequence as A-A-B-B-C-C-A-A-B-B... * Randomly serve the creatives as A-C-A-B-B-C-C-A...The advertiser can set specific weight for each creative under the random sequence model, e.g.: 40% for creative A, 30% for creative B and 30% for creative C. This feature uses cookies to remember creatives that a unique visitor has watched and to decide which creative to be served to the unique visitor next time.
Article summary
Creative sequencing is a term in advertising that means predefining a particular sequence (sequencing) of a series of creatives (creative), usually under the same creative concept, that a unique visitor will watch when the visitor visits multiple web pages. The particular sequence is applied to all websites that serve ads from the same ad network. Creative sequencing is a feature within ad serving that allows to predefine the sequence of creatives a unique visitor will watch. For example, if an advertiser has 3 creatives A, B and C to deliver to its target audiences, then the advertiser may set the sequence that audiences will watch the 3 creatives as following: * Iteration as A-B-C-A-B-C-A-B-C... * Some specific sequence as A-A-B-B-C-C-A-A-B-B... * Randomly serve the creatives as A-C-A-B-B-C-C-A...The advertiser can set specific weight for each creative under the random sequence model, e.g.: 40% for creative A, 30% for creative B and 30% for creative C. This feature uses cookies to remember creatives that a unique visitor has watched and to decide which creative to be served to the unique visitor next time.
Key claims
No claims recorded.
Discussion questions
- Summarise the article in your own words. Which single claim would you verify first, and why?
- Which claim in this article is most likely to be revised as the sources update? How would you check its current status?
- If two sources disagreed about one of these facts, what would you need in order to trust one over the other?
Bibliography
No sources recorded.
Key claims and bibliography are generated from the same tracked claims and sources as the article page.