Digital media naming convention Example

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In the October meeting, media naming conventions were discussed. These are just examples of placement names that would go into a media buy as well as creative name examples. The parameters/values in the naming conventions are used for analytics (media performance reporting, consumer journey analytics, etc) as well as trafficking the creative. Each brand/agency/advertiser will have their own spin this.

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Placement or Group	Brand	SubBrand	Geo-Targeting	Device	Format	Environment	Ad Type	Click Destination	Placement Name Free Field (no underscores & max 21 char)	Banner: Creative Size Video: Video Length (secs) Group: Must = PKG	IO Rate Type	Server	Targeting Type	Delivery	Tactic	Ad Engagment Type
Placement	Acme Tools	Tool1	National (U.S.)	Desktop delivery only	Video	Web	Pre-Roll - User-Initiated	Click-out to brand site	freeform	30	CPM	4th Party Ad Served	BT - 1st, 2nd 3rd party data	ROE (Run-of-exchange)	Lifestyle	Standard Video with Click-Through
Placement	Acme Tools	Tool2	National (U.S.)	Desktop delivery only	Banner	Facebook	Lead Ad	Click-in to media publisher site	freeform	300x250	CPC	Site-Served	Contextual Keywords	ROS (Run-of-site)	Brand Site Retargeting	N/A

This leads to the below truncated version that is generated and then used in platforms, since most have character limits.

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TOOL1_NTL_DSKT_XWEBX_PREUI_FREEFORM_30_CPMR_4PAS_BTD_RUNEX_LFESTY_CLBRN_STANV

TOOL2_NTL_DSKT_FBOOK_LEADD_FREEFORM_300X250_CPCR_STSV_KWT_RUNST_BRDRTG_CLPUB