In-APP Floodlight Events

1) An ad call from within an app is made to the Doubleclick server
The app network is responsible for passing the hashed device identifier in the ad calls for impressions and clicks*
Note: if you are buying on DBM, the parameter is already passed in the bid request for most mobile app inventory

2) Doubleclick maps the hashed device identifiers to another value to protect user privacy

3) The conversion activity in an app (through the use of Google Tag Manager for Mobile SDK or a supported 3rd party SDK) includes the passing of the hashed device identifier

4) Doubleclick will match up values when a conversion occurs, and the conversion will show up in Reporting


In-APP Tracking set up:

Google Tag Manager

Setup GTM Mobile Container. Integrate into app, resubmitting to app/play store.

Floodlight Configuration:

Create/edit Floodlight config to link to GTM container.

Floodlight Activities:

Setup each Floodlight Activity, save, then push to linked GTM container.

InApp tracking: setup

http://ad.doubleclick.net/ddm/activity/src=[AdvertiserID];type=[GroupString];cat=[ActivityString];dc_muid=[MD5-hashed value of IDFA, Android ID, or AdID];dc_lat=[0|1];u1=[FriendlyName1];u2=[FriendlyName1];ord=[Timestamp]?

Integrate Floodlight tag into app, resubmitting to app/play store.

ALL Mobile Floodlight parameters must be parsed in the GET call.

dc_muid is the MD5-hashed value of IDFA, Android ID, or AdID. dc_lat=[0|1] (if available) is a flag (with a value of 1) indicating if the user has enabled the "Limit Ad Tracking” option for IDFA or AdID.

src is the advertiser ID that is the source of the Floodlight activity. cat is the activity tag string, which Floodlight servers use to identify the activity group to which the activity belongs. type is the group tag string, which identifies the activity group with which the Floodlight activity is associated.
ord is a random number that is used to make the Floodlight tag unique and prevent browser caching.
u1, u2, ... (if available) are the custom Floodlight variable key-values.

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.