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Ad Tech flow

Steps customers take to run an ad campaign.

Advertiser / Agency
Define objectives

Brand awareness, lift, sales

Approve media plan
Fund campaign
Fund measurement study Optional
Media Planner
Create media plan

  • Placements (Foursquare)
  • Targeting (Foursquare)
  • Budget
  • Creatives
  • KPIs

Upload plan to Ad Server / DSP (Foursquare)
Ad Server / DSP
Receive media plan
Traffic campaign
Deliver ads per placement specs
Receive aggregate delivery reports from Publisher
Reconcile delivery vs media plan
If advertiser-funded study: send aggregate data to Measurement Platform Optional
Publisher (Roku / YouTube / Spotify)
Serve ad to user
Register impression
Log metadata

Timestamp, Device ID, Creative ID, User ID, Placement ID

Send

Server-side logs or trigger pixel fires These two concepts represent the "nervous system" of digital advertising. One is the signal sent from the user's browser (Pixel Fire), and the other is the permanent record kept by the technology provider (Server-Side Log).

Send aggregate delivery report to DSP / Ad Server
If publisher-funded study: send aggregate data to Measurement Platform Optional
Measurement Platform (Foursquare)
Set up measurement study View Setup flow

Reporting slices, time window

Receive impression data

Via pixel or server logs

Receive conversion data

Store visits, purchases

Match impressions to conversions
Calculate

Lift, attribution, performance by slice

Generate reports
Use aggregate data for billing
Next: Current Workflow