With Kevel, you can pair video, image, and text elements with a selection of promoted products. Layout, creative assets, and appearance are completely customizable with creative templates and server-side integration.

You will also be able to identify the purchase events associated with products, category + brand combination, and/or brands that should be attributed back to each ad, given the goals for that campaign.

Example sponsored brands placements

Here are some examples of sponsored brands placements you can create with Kevel.

Brand video + products

Brand image + logo + tagline + products

Logo + tagline + products

Structure within Kevel

In Kevel, each sponsored brands ad is created as a single creative and ad within a flight, which lives within a campaign.

The creative holds data as defined in the structure of your creative template. This will include:

• Creative assets such as brand logo, lifestyle image, and brand video
• String, number, and URL data such as taglines, brand names, and click-through links
• An array of product IDs eligible to serve within the sponsored brands placement

Attribution settings

Attribution is an important selling point for sponsored brands placements. Using Kevel’s attribution engine requires:

1. Syncing a product catalog with Kevel using Kevel Catalog, and
2. Sending Kevel purchase events for sales transactions.

Attribution settings in campaign setup

On the flight, you will specify the post-view and/or post-click lookback window and match type. For sponsored brands ads, it's common to use same brand halo matching for post-click attribution.

Because sponsored brands placements are fundamentally about promoting products within the advertiser's brand, the ad should hold attribution data linked to the brand. We recommend specifying the brand ID within an attributable item on the ad.

Attribution settings on event URLs

Using metadata on impression and click URLs, you will pass data associated with products and components that were viewed or clicked.

For sponsored brands ads, we recommend:

Impression: When a sponsored brands placement is seen, pass the following metadata on the impression URL:

1. The ad component(s) displayed (for example: ?component=logo,video,CTA)
2. The product(s) displayed (for example: ?productId=12345,23456,34567)

Click: When a sponsored brands placement is clicked, pass metadata on the click URL to indicate what was clicked.

• If the user clicked on a non-product element, pass the component name (for example: ?component=logo)
• If the user clicked on a product, pass the product ID (for example: ?productId=12345)

Decision API request & response

A single HTTP Ad Decision Request is used to fetch each sponsored brands ad placement.

Here is an example Ad Decision API request for a sponsored brands ad. Note that the {{adTypeId}} should be the ad type you specified for sponsored brands ads:

{
   "user": {
    "key": "{{userId}}"
   },
   "placements": [
    {
        "divName": "sponsored-brands",
        "networkId": {{networkId}},
        "siteId": {{siteId}},
        "zoneIds": [{{zoneId}}], // if using zone targeting
        "adTypes": [
            {{adTypeId}}
        ],
        "count": 1
    }
   ],
   "ip": "{{ipAddess}}",
   "consent": {
    "gdpr": {{true/false}}
   },
   "keywords": [ // if using keyword targeting
    "{{category=xx}}",
    "{{search=}}"
   ]
}

Here is an example Ad Decision API response for a sponsored brands ad:

{
    "adId": 12345,
    "creativeId": 23456,
    "flightId": 34567,
    "campaignId": 45678,
    "advertiserId": 55555,
    "priorityId": 77777,
    "clickUrl": "https://e-23.adzerk.net/r?e=eyJ2...",
    "impressionUrl": "https://e-23.adzerk.net/i.gif?e=eyJ2I...",
    "contents": [
        {
            "type": "raw",
            "data": {
                "height": 2,
                "width": 1,
                "externalUrl": "https://image.assets.kevel.com/D401hVfrc.png",
                "ctlogo": "https://image.assets.kevel.com/D401hVfr5y.png",
                "ctLifestyleImage": "https://image.assets.kevel.com/A40U.png",
                "ctProducts": [
                    "123456",
                    "234567",
                    "345678",
                    "456789",
                    "567890",
                    "098765",
                    "987654",
                    "876543",
                    "765432",
                    "654321"
                ],
                "cttagline": "The Power You Eat.",
                "ctBrandName": "Big Cashew"
            }
        }
    ],
    "height": 2,
    "width": 1
}

One-time configuration steps

There are several configuration steps that will need to be done one time upfront in order to use sponsored brands placements.

The one-time setup steps are as follows:

• Create an ad size / type in your Kevel account in the Kevel ad server specific to sponsored brands.
• Create a creative template in your Kevel account in the Kevel ad server for sponsored brands.
• Sync your product catalog with Kevel using Kevel Catalog.
• Send Kevel purchase events for sales transactions.