DCM Mobile targeting

What:

There are new mobile targeting criteria: Platform Type (PC, tablet, smartphone, feature phone - MDL), Operating System (Apple, Android, Palm, etc), Operating System Version.
These three already existed: Connection Type (Wifi, Mobile), Mobile Carrier (T-Mobile, AT&T, etc), Browser (Mobile Browsers, Safari ipad, Android Browsers, etc)

Why:

These new mobile metrics: Platform Type, OS's, and Operating System Version allow you to be more targeted with your mobile advertising.

- Platform Targeting: Serve richer ads to tablets versus phones because tablets have larger screen real estate. Serve call prompting ads to phones.
Connection Speed Targeting: Make sure to serve your high-end video ads to users with a fast connection speed (because users with slow connection speed won't be able to download videos).
- OS: Let's say you have a new app on the iTunes store and on the Google Play store. By targeting your ads to correct OS, you'll ensure that Apple users click through to the iTunes store and Android users click through to the Google Play store.
 - OS Version: Let's say you are running a complex rich media ad that uses heavy HTML5. Some lower versions of iOS may not support HTML5, so you'd want to target the iOS that does support HTML5.

Where:

Similar to all other targeting parameters in DFA6, Mobile Targeting parameters (connection, carrier, platform, operating system, browser) are managed in the Ad Properties tab. In contrast to all other targeting parameters in DFA6, Mobile Targeting parameters are housed under a section in the Ad Properties tab labelled "'Technology".

How:

Use these mobile targeting criteria in the same way that you would other targeting criteria.
Go to the Ad Properties tab.
Scroll down to Technology.
Select the mobile metrics that you'd like to target.

Certification Type for Rich Media and HTML5

Rich Media InApp (MRAID) Certification: certifies that mobile applications are MRAID-compliant and our Rich Media InApp Creatives render properly. Certification needs to be completed before any InApp Campaign goes live with a publisher/network.

HTML5 InApp and Desktop/Mobile Verification: verifies our Standard HTML5 Creatives render and function correctly on mobile applications and web. It is a nice-to-have, but it does not have to be completed before a campaign goes live since the product is normalized. Have publisher to test iFrame/JavaScript tags that serve HTML5 creatives.

What is DCM 'Skippable Ad Tracking'?

This DCM feature in In-Stream Video creatives does not enable a publisher to have a skip button.Rather, it allows a publisher that already has a skip button to fire off two new tracking metrics in our DCM Reporting called 'Video Skip' and 'Video True View'.

To get a bit technical, you get two new sections in the VAST tag’s ad response if 'Include Skip Button' is checked in an In-Stream Video creative in DCM: 'skip' and 'engagedView', MET IDs 29 and 30, under the section . This can be added retroactively to existing VAST tags by checking off 'Include Skip Button' in your In-Stream Video creative in DCM.

Video True View: Number of times the user has watched 30 seconds of the ad or to its
completion, whichever is shorter.

Video Skip: Number of times the user has clicked to skip the ad. This metric does not include
instances where the user abandons the page without clicking skip or viewing the ad.

In addition, VAST tracking can support multiple 1x1 urls (such as Nielsen and Comscore) as well as
support most existing DFA Reporting including Geo reporting and Reach/Frequency reporting.

What is TrueView?

YouTube’s TrueView In-Stream format lets you show pre- or mid-roll video ads against all lengths of
content. After the ad plays for five seconds, the viewer gets the choice to skip or watch the ad. You only pay when the viewer has either watched 30 seconds of an ad, or watched the ad to complete
(whichever comes first).
In DoubleClick Campaign Manager (DCM), we provide the 'Include Skip Button’ checkbox on the creative level that allows TrueView metrics like ‘Video Skip’ and ‘Video True View’ to track in DFA Reporting.

What is Ad server and what is Adnetwork?

Ad server is a tool or interface used by Ad Agencies and Clients to make easier ad trafficking, reporting, optimization and ad performance. Ad server generally provides different data like Impression, clicks, Click Through Rate, Leads, downloads, video tracking etc.

Ad network is a company which connects advertisers to web sites that want to host advertisement, also this is a single buying opportunity for media buyers, an opportunity to access advertising market for small publishers. Ad network should have their own Ad server

DCM: Custom Floodlight Variables

Custom Floodlight variable is an advanced feature in Floodlight tag by using this we can capture the information beyond the basic (Visits and Revenue). Now a days you have the scope of setting 100 Custom variables per Floodlight configuration.

Adding the custom variable tags would involve basically the floodlight with an extra parameter in the tag which you would need to have filled in dynamically as the page loads, depending on the option a particular user is looking at. With this set up, the total conversion data would be available in the Custom Floodlight Variable report for the breakdown.

Below are the steps to enable a custom variable for a Floodlight:

1) Select the 'Floodlight Configuration' tab for an advertiser
2)Scroll the the bottom and enter a friendly name for a custom variable
3) Open the Floodlight under the 'Floodlight Activities' tab and select
the required u-value under 'Include Custom Floodlight Variables'
4) You should then see something like 'u1=[Subs Type]' added to the
Floodlight tag in the preview.

The webmaster is responsible for dynamically inserting the correct values
into the Custom Variables.

You should keep in mind the following points:

1) DCM is unable to read and process some special characters and if you try to pass special characters as part of the custom variable values, the populated values sometimes do not show up in reports, or they show up incorrectly.

2) Avoid passing special characters into custom variables. However, if youcneed to use a special character as a separator for multiple values, use acpipe (|). For example, if you try to pass product names to a customcvariable by replacing u5=[productnames] withcu5=product1+product2+product4, you'll produce an error. Instead, the valuecshould be passed as u5=product1|product2|product4.

Please note, that if you add the variables to existing Floodlight tags, you will not lose any previous data, the tag will simply start including the new variables (and their values) in the Custom Floodlight Variable report. After adding a variable, remember to resend the Floodlight tags to the webmaster so that he implements the modified tag on the site.

Why is it not appropriate to compare Google Analytics and DoubleClick Campaign Manager data

It's important to note that conversion rates for each product will differsince each product uses different measurement systems. Since DCM and Google Anaytics are two different products and they are not integrated, the numbers are expected to be different.

I understand not being able to compare the data sets is frustrating, but I can tell you that better integration between the two products is on the way.

In Google Analytics, the Conversion Rate represents the percentage of visitors that convert on at least one of the goals defined for a particular profile. Only one conversion is counted per visitor session,
even if they convert on several goals, or one goal more than once. DCM records conversions based on the type of activity you had selected (standard, unique, sessions). Also, Google Analytics URL tagging method records only post click data.

Here are some other differences between the two products:

- GA uses Referring URLs which not a reliable way of determining DoubleClick-driven traffic

- GA requires acceptance of JavaScript, DCM does not

- GA requires cookies, DCM does not. DCM can use IP addresses when cookies are not available.

- If a user clicks on an ad twice within thirty minutes without closing his or her browser, this will be registered by Analytics as one visit to the site; whereas DCM would record two conversions.

- GA does not filter for fraudulent data

Also note that DCM applies algorithms to identify robot and spider clicks.

Definitions:

Visits - represents the number of individual sessions initiated by all the visitors to your site. If a user clicks on your ad twice within thirty minutes without closing his or her browser, this will be registered by Analytics as one visit to your site, even if the user left your site and then returned shortly after.

Visitors - represents the number of unique users that visit the site on a daily basis. Any sessions from the same user on the same day will be aggregated into a single visitor, but may represent two or more separate visits.

Page Views - defined as a view of a page on your site that is being tracked by the Analytics tracking code. If a visitor hits reload after reaching the page, this will be counted as an additional page view.