Answer: Effective Measure have the following system taxonomy:
Notes: Dynamic tag insertion refers to websites that do not use URL’s to denote the sections in which articles are found. Many CMS’s use the approach of article permalinks, and in this case, you will need to dynamically insert the section code into the tag when the page renders. Details on how to register your section codes for tagging was provided in the original tagging guide from Effective Measure.
Taxonomy Definitions & Examples
Network
- Can take one of two forms:
(a) A Pure Play Advertising Network that sells inventory across at least 2 DMMA publishers.
(b) The central sales agency for a Diversified Media Owner, as long as it is also an independent DMMA member.
- If (a)
o Must be a paid-up DMMA member
o Must tag all AdSpots with Effective Measure tags
o Must pay Effective Measure publisher fees according to the size of its total audience and relative position within the “Networks and Publishers” ranking.
- If (b)
o Must be an independent, paid-up member of the DMMA from the publisher(s) it represents.
o Must furnish the DMMA with a letter of exclusive representation for the websites from the publisher(s) it claims to represent as part of its application.
- The application criterion is that a buyer can do a cross-network purchase in a single transaction with the entity.
- All Network applications will considered on a case by case basis, and require measurement sub-committee approval before becoming active within Effective Measure.
Network Examples:
- Tribal Fusion (ad sales network representing many web properties)
- Space Station (Central Sales House for Diversified Media Owner)
- AVUSA Sales (Central sales for Diversified Media Owner)
Network Channel
- A thematic collection of inventory within a Pureplay Network
- Mapped to a single Category
- A Network may not have more than one Network Channel listed in a Category
Network Channel Examples:
- Ad Dynamo – Woman’s Interest
Publisher
- A DMMA publisher member with one or more websites.
Notes: Diversified Media Owners that wish to have additional Publishers in the ranking would require an additional DMMA membership for each Publisher that appears on the rankings.
Publisher Examples:
- Media24
- Media24 Magazines
- Creamer Media
- The Daily Maverick
- MyBroadband
Website
- A unique domain or sub-domain on a single TLD (eg. co.za).
- A website can belong to only one publisher.
- A website can belong to more than one network.
- Can be assigned to at most 2 categories.
- If the site is a mobile site, it must be assigned to the mobile category.
- Domain aliasing is not permitted, and any alias domains must redirect to a primary website property. (eg. yoursite.co.za must re-direct to yoursite.com)
Notes: In order to retain a Mobile ranking for comparison to our Nielsen Mobile ranking, we have to allocate all mobile sites to the Mobile category – which will become the ranking.
Website Examples:
- news24.com (In this example, news24.co.za redirects to news24.com)
- m.news24.com (a dedicated mobile site of news24.com content)
- mybroadband.com
- m.miningweekly.com
- thedailymaverick.co.za
Section
- A collection of pages within a website – denoted either by a sub-folder (eg. mysite.co.za/games), sub-domain (games.mysite.co.za) or dynamic tag insertion (for permalink structure CMS’s).
- A section can be assigned to at most 2 categories;
- At most one (1) section from a website can appear in the same category as the website parent.
- A section cannot be all pages of a website. It has to be a sub-set on the page inventory.
- At most three (3) sections from a website can appear in the same category.
Notes: We are being very rigorous with sections to ensure the rankings make sense to advertisers. Publishers must not be overly granular with the sections. Publisher must be guided by the categories available within Effective Measure, and create matching sections. You must depend on your own web analytics tools for highly granular section data.
Categories
- Categories are a globally accepted industry thematic classification, managed by Effective Measure.
- A website or section can belong to at most 2 categories
- A website or section from a site can appear at most once within a category.
- All mobile sites must be mapped to the mobile category.
Pages / URLs
- A unique content page, with a unique permalink, within a website
- Can belong to at most one site
- Can belong to many sections if dynamic tagging is used.
- For an Ajax request, at least 50% of the page must change for you to be able re-fire the tag.
- For iFrames, at least 50% of the page must change for you to be able to re-fire the tag.
- For iFrames with syndicated content, an agreement between the publisher and supplier must be reached to determine who will be allocated the traffic.