How to organize your inventory adsense on the blog

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This tutorial aims to explain one of the basic principles of setting up OpenX on your site – organizing your inventory. This basically means defining where advertising is going to appear on your site and how you set it up in OpenX to make it as easy to manage as possible.

The key thing to remember is that there is no right way to organize your inventory: OpenX allows you a great deal of flexibility. But remember that you want it to be simple to manage, and to ensure that it’s suitable for your advertisers.

What is inventory?
Inventory is the space on your site that you want to display advertising on. These spaces are represented within OpenX as ‘zones’. For example, www.yoursite.com has two pages, a front page and a blog. On the front page it has a standard 468x60 banner ad at the top of the page and a 120x600 skyscraper ad on the side. On the blog page it has a 468x60 banner ad at the top of the page and a second 468x60 banner ad at the bottom of the page.

Fig 1.0 www.yoursite.com basic setup

Creating Zones 
Zones are defined spaces on your website used for displaying creatives. A zone can be a single space on a specific page, or a space which is used on multiple pages, but shows the same collection of creatives.

The easiest way to divide inventory on a simple site is to create a zone for each space where you want to place an ad. You generate a ‘tag’ for each zone and paste it into your site’s code.

Zone	Name Description
1	Homepage Top 468x60
2	Homepage Skyscraper 120x600
3	Blog Top 468x60
4	Blog Bottom 468x60

You can now choose which creatives to link to each zone, allowing you to have the same creative linked to multiple zones, e.g. a creative sized 468x60 could be linked to all the zones of that same size.

Alternatively you can choose to simplify further and just use one zone when you want to display the same creatives elsewhere on your site. For example, yoursite.com might want the top banner on both the homepage and the blog to use the same zone, so that they can more easily set up a campaign to run across both.

What about managing websites with thousands of pages?
It would be very time consuming to create individual tags for thousands of pages. To avoid this you need to be able to aggregate your inventory so that you can make changes which apply to larger sections at a time.

If yoursite.com now adds a forum section they could suddenly have a selection of pages that share core elements but may be attractive to different advertisers.

Fig 2. www.yoursite.com/forum 

To minimize the number of zones that need to be specifically created you can just set up two zones – ‘forum top’ and ‘forum bottom’ - and use the attributes of the particular page each impression occurs on to target the campaign/banner to. The easiest way to do this at scale is to create ‘channels’.

A channel is a set of grouped delivery criteria which are applied to campaigns to target them without having to set up each campaign’s targeting individually. You set up a channel on your website and choose the targeting criteria you want to apply to it, e.g. yoursite.com would set up the following channels

Channel Name	Targeting Attribute
Sport	Page URL Contains Sport
Politics	Page URL Contains Politics
Finance	Page URL Contains Finance

Fig 3. – Setting Channel Delivery Limitations

When yoursite.com adds a new campaign they just need to link it to the forum zones and then target the banners to the relevant channel. The banners will only show when the URL the impression occurs on agrees with that targeting criteria, i.e. one targeted to the Sport channel would only show on pages including ‘www.yoursite.com/forum/sport’

Alternatively, if you did not want to limit a campaign’s banners to a particular area of the site you do not need to apply a channel to the banner. Then it would deliver across the zone regardless of the URL.

Summary
Although this tutorial suggests some basic inventory management processes, it shouldn’t be regarded as a fixed process. OpenX deliberately allows a great deal of flexibility so that you can find what works best for your websites and the demands of your advertisers.

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