Atlas Media Console

The driver’s seat.

The cockpit.
The command center.
(You get the idea. You’re calling the shots.)
Operating the Atlas Media Console gives you the view from the top of your
digital marketing program. You can see how each piece relates to the others.
You can brainstorm new possibilities and experiment with different models.
At your fingertips.
 With the Atlas Media Console,
you’re the boss.

Designed by digital media experts, the Media Console presents information the way you need
it, to help you nab the best opportunities on the Web. From campaign planning to media
buying to creative management to message delivery and data collection to analysis and opti-
mization, the Media Console transfers data seamlessly from one function to another, without
bogging down between stages or requiring different reporting standards. It draws information
from every corner of your campaign, to provide the accurate, big picture information you need
to analyze your results, plan your next steps and improve ROI.
Site Finder
O N L I N E A D V E R T I S I N G ’ S O N LY B E H AV I O R A L
PL ANNING TOOL.

By examining data gathered from billions Media

of ads served on over 5,000 sites, Atlas Planning Creative & Delivery & Analysis &
Site Finder tells you which sites your actual & Buying Trafficking Tracking Optimization
customers visit.

Internet
Media Planning & Buying
Site E
Simplify each step of planning and buying online media with the Atlas Media Console.
Site D
Site F
Quickly locate the sites that fit your needs, create proposals, perform cost analysis and
manage insertion orders.

Site H The Media Console’s planning and buying tools, which inform and organize the entire
Site G
Site B buying process, include:

Site C • Site Profile Database: Atlas manages a database of more than 8,000 publisher sites,
including profiles, contact information, standard terms, creative capabilities,
Site A performance ratings and more.
• Site Finder: While other planning tools predict where your target audience “could be,”
Atlas Site Finder tells you where they actually go. You can identify new sites that are
= Visitors to advertiser’s site most likely to have high conversion rates—based on the actual behavior of your clients
and site visitors. (See Site Finder sidebar)
Overlap • Web RFP: Automates the entire RFP process and allows you to instantly submit multiple
Site A 12% paperless requests for proposal at the same time.
Site B 10%
Site C 8%
Site D 4%
Site E 2%
Creative & Trafficking
Birds of a feather flock together.
Sites that have a high concentration
Streamline the process of assigning creative to media placement with
of your customers are likely to have
high concentrations of your potential
the Media Console’s Creative and Trafficking tools, which include:
customers. Use Atlas Site Finder
to find those sites. • Ad Assignment Manager: Enables you to specify which messages to show to which
media audiences.
• Creative Controls: Allow you to choose how many times each ad is shown and in
what sequence.
• Trafficking Manager: Automates the process of sending trafficking instructions to
publishers for campaign implementation.
Delivery & Tracking
Count on our comprehensive tools to
efficiently deliver campaigns to online viewers.
The Atlas Media Console also tracks each
impression and response, and stores critical
campaign data.
The Media Console’s Delivery and Tracking
tools include:
• Ad Serving: Quickly and accurately delivers
ads to viewers on the sites you specify.
• Customer Targeting: Enables advertisers
to segment customers with a range of
sophisticated segmentation strategies, and
then customize specific messages to each
audience in rich media or standard formats.
• Activity Tracking: Captures campaign and
customer behavior data—from the initial
view to click-through behavior once the
customer reaches the website.
• Conversion Attribution: Determines
advertising effectiveness by identifying
which media buys and ads help drive user
behavior. Instead of multiple, overlapping
conversion claims that result from using
publisher-side ad serving, Atlas provides a
central point of conversion de-duplication
so that you pay only once for each customer
lead delivered to your website.
• Single Data Warehouse: Collects and stores
data for campaign analysis and optimization.
Search, performance and web media data is
all aggregated in one place.
Analysis & Optimization
With the multitude of data that online market-
ing generates, evaluating your campaign per-
formance can be time-consuming and tedious.
The Atlas Media Console automates these
manual processes and complex statistical
analyses for you—rapidly evaluating thousands
of variables to determine which combinations
of creative, placement and pricing produce
the best results for you.
The Atlas Media Console uses advanced track-
ing technology to measure the outcomes that
matter most—whether they are click-throughs,
visits, registrations, sales or other results.
Intuitive and fully customizable reports show
precisely how well campaigns are performing
and help you determine next steps—which
sites to focus on, which creative to boost and
where to channel spending, so you can opti-
mize campaigns quickly and confidently.
The Media Console’s array of Reporting and
Analytics tools include the following Standard
Reports and Advanced Analytics:
Standard Reports
• Campaign Reports – Basic at-a-glance
reports that provide easy access to the most
common campaign statistics and metrics.
• MyReports – Powerful customizable report-
ing that allows users to create, save and
share reports from over 300 data elements,
statistics and advanced metrics.
• Reach & Frequency Reports – Atlas provides
statistically filtered reach and frequency
reporting that inherently and dynamically
corrects for cookie deletion in order to pro-
vide the most accurate reach and frequency
metrics possible.
• Costing Reports – Atlas’ costing functional-
ity allows for constantly changing cost bases,
flexible media spend caps and granular cost
fields to provide the most accurate ROI data
of any third-party ad server.
Advanced Action Reports
Pinpoint how your campaigns
are driving performance across
groups of products or services.
Atlas’ Advanced Action Reports
help you capture richer information
about your campaign results.
This capability allows you to analyze
online campaign results with
customizable metrics and to
segment conversions by customiz-
able behavioral categories —
information that is truly relevant to
your specific marketing goals.
Advanced Action Reports automate
data collection and reporting for
products, services, customers or
content. For instance, a travel site
that uses a single purchase path
for multiple types of transactions
— flights, hotels and cruises — can
segment the conversions for each
of those types of transactions, and
layer in more detailed segmen-
tation, such as class of service,
departing city, length of stay, etc.
These segments are then available
so that the client can optimize their
media campaign for each segment.
Consider the following scenario.
First-class customers departing
from Los Angeles are being driven
disproportionately from a particular
ad placement. With this knowledge,
the marketer would swap out that
placement’s creative to deliver a
specific message to that audience.
Advanced Action Reports help
you pinpoint how your online
campaigns are driving performance
across groups of products or
services. This level of flexibility
allows you to fine-tune your
marketing programs to achieve a
stronger impact.
Optimization Advisor
Optimizing your creative mix.
You’ve already achieved great
results by analyzing and optimizing
your media placements. But what
about going the next mile—
optimizing the creative mix?
With Atlas Optimization Advisor,
you can easily tap into campaign
data to determine which creative
should be running on each media
placement to net the best results—
and you have full control over the
weighting and aggressiveness of
optimization recommendations.
Optimization Advisor is an
analytics application that provides
everything you need to:
• Optimize ad creative based
on a combination of conversions
weighted by importance to
your goals.
• Quickly make decisions by evalu-
ating cumulative performance
across the site and the campaign,
not just at the placement level.
• Maintain full control by being
able to review and modify
recommendations prior to
implementation.
Advanced Analytics
The following Advanced Analytics are pro-
vided by the Atlas Custom Solutions Group:
• Advanced Action Reports – Premium
reporting that enables advanced clients to
track and measure conversion activity by
customer segment. This extra reporting
dimension is powered by Atlas’ Extended
Data Tags. (See Advanced Action Reports
sidebar on previous page)
• Optimization Advisor – Automates creative
optimization to allow marketers to run mul-
tiple optimization scenarios with different
business rules, while relying on the most
statistically valid algorithms available in
the industry. (See Optimization Advisor
sidebar)
• Day Part Analysis – Determines how your
campaign’s performance varies during
different times of the day and days of the
week so you can optimize and target
publisher delivery.
• Optimal Frequency – Determines what
the ideal frequency is for your campaign:
the frequency levels that drive conversions
most efficiently and most profitably.
• Time to Convert – Determines how the
lag from exposure to conversion affects
your campaign.
• Offline Lift – Determines how your online
advertising campaign impacts your
offline sales.
• Data Pass Back – Allows direct feed of
campaign log files (impressions, clicks,
actions and conversions) to your data
warehouse to be used for custom analytics.
• Custom Analytics – Atlas’ Custom Solutions
group can help design and run more ad-
vanced and cutting-edge analytical projects
to learn from and optimize your campaigns.
There’s something to be
said for trusted, market-
tested technology.
With business this important,
experience counts.
As a leading global provider of online market-
ing management solutions, Atlas has already
helped thousands of businesses successfully
achieve competitive and ROI-focused goals
on their pay-per-click advertising. With our
market-tested technology and experienced
account management team, you can be
confident that even complex campaigns will
run the way you planned.
Go with the market leader in
online advertising technology.
Atlas offers a proven track record of deliver-
ing the most relevant and effective tools
and services in the industry. You know and
trust Atlas products and services like the
Atlas Digital Marketing Suite and the Atlas
Institute. With years of front-line experience
in digital marketing, we fully understand the
challenges of planning, creating, serving,
analyzing and managing online campaigns.
Superior service, support
and training.
Atlas’ world-class service and support reflect
our unique buy-side approach to digital
marketing. You get the most complete service
and support in the industry, including training
and technology assistance, as well as your
own support team of technical, product
support and marketing professionals.
The result? You spend less time managing
processes and more time delivering break-
through strategies that elevate your clients’
campaigns to a whole new level. And if your
design changes ever cause problems, you can
rely on your dedicated account manager to
help you isolate and troubleshoot the problem
instead of contacting multiple vendors.
Learn more about the Atlas Media
Console and the Atlas Digital
Marketing Suite.
Call: 1-866-285-2736 (U.S. and Canada)
+44 (0) 207 291 1901 (United Kingdom)
Email: info@AtlasSolutions.com
Visit: www.AtlasSolutions.com
© 2005 Atlas DMT LLC. All rights reserved.