How do you traffick for Mobile devices?

 Mobile trafficking guidelines

The basic trafficking process in Campaign Manager is the same for all types of devices, including mobile: assign creatives to ads, assign ads to placements, and send tags to publishers. There is no special mobile

placement, mobile ad, or mobile tag type.

There are, however, three important areas to consider:

Placement tags: All placement tags include the additional dc_rdid= parameter, which your publisher will need to populate with resettable device IDs, and the optional tag_for_child_directed_treatment= and dc_lat= parameters. You’ll need to make sure that your publisher can populate all of these parameters correctly if your placement will serve in an app. This is necessary to enable many important features. See below for more details.

Ad and creative setup: Consider mobile targeting options if you want to limit which devices receive your ads. See below for more details.

Mobile reporting and in-app Floodlight: There are extra steps to ensure proper Floodlight tracking on in-app inventory, and to view mobile reporting dimensions. See below for more details.

App and App ID reporting:

Publishers must pass an app ID into the dc_msid= parameter to enable App and App ID reporting dimensions. For example: dc_msid=com.android.chrome for Google Play Store or dc_msid=535886823 for iOS App Store.

What is the Identifier for Advertisers (IDFA)?

 The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user’s device. Advertisers use this to track data so they can deliver customized advertising. The IDFA is used for tracking and identifying a user (without revealing personal information).

The data can then be used to discover information such as which in-app events a user triggers. The IDFA can also identify when users interact with a mobile advertising campaign, provided the channel offers IDFA tracking and the advertiser tracks users who interact with as successfully. If this occurs, the IDFA can identify whether specific users click an advert for payment and attribution purposes.

Why is the Identifier for Advertiser (IDFA) important?

IDFAs are important because they are an accurate means to track iOS users. By assigning a device to a single IDFA, advertisers who are able to track IDFAs within a campaign have greater certainty about the defining qualities of that user and whether they installed due to an advertising campaign. IDFAs also offer a welcome level of privacy for users. This can have additional effects for advertisers, while the IDFA’s depersonalization of user data ensures that it is on the right side of data protection efforts.

The Android equivalent to the Identifier for Advertisers is called a GPS ADID (or Google Play Services ID for Android). A user has access to their GPS ADID in their settings menu under ‘Google - Ads.’ They can also reset the ID and opt-out of ad personalization. To learn more about these terms, take a look at our introduction to app tracking. 

Identifier for Advertisers and Adjust

IDFAs are one of the most precise ways to track a mobile advertising campaign on iOS, but users are increasingly opting out of using it.

Apple introduced a way for users to show that they didn’t want to be tracked. By activating an option called ‘limit ad tracking’ (or LAT), user information would be shown as blank, and as such those users can’t be shown targeted ads. As it stands, roughly 20% of iOS users cannot be tracked using the IDFA because they have enabled LAT.

Adjust can track users who do consent to companies accessing their IDFA and the associated data. IDFAs can be tracked using Adjust’s tracker URLs to help advertisers segment their users. Adjust also offers attribution services for Apple’s Search Ads, which exist exclusively on iOS and will only include users who have the IDFA activated.

Furthermore, marketers can use Adjust’s Privacy Insights to understand how many users have activated LAT. By using one-way cryptographic hashing to identify LAT usage without identifying anything about the user, we can help marketers to spot users who limit tracking so they can see its impact on the audience for their iOS app in full.

First Party Cookies vs Third Party Cookies

The ‘Party’ of cookies is relative to the URL that the user's browser is on.
- The domain the user is on is the first-party. Any cookies set on that domain
are first-party cookies.
- Any cookies set on domains other than the one the user is on are third-party cookies.
- Browsers don’t have a section of stored first party cookies vs third party
cookies. They are all just cookies.
- The same cookie can be both a 1st or 3rd party depending upon what domain the user is on.
- There is no difference between the DoubleClick ID cookie set as a first-party cookie, vs the DoubleClick ID cookie set as third-party cookie.
 

All you need to know about GDPR

 What is the GDPR?

 The General Data Protection Regulation is a European Union law that was implemented May 25, 2018, and requires organizations to safeguard personal data and uphold the privacy rights of anyone in EU territory. The regulation includes seven principles of data protection that must be implemented and eight privacy rights that must be facilitated. It also empowers member state-level data protection authorities to enforce the GDPR with sanctions and fines. The GDPR replaced the 1995 Data Protection Directive, which created a country-by-country patchwork of data protection laws. The GDPR, passed in European Parliament by overwhelming majority, unifies the EU under a single data protection regime.

 Who must comply with GDPR?

Any organization that processes the personal data of people in the EU must comply with the GDPR. “Processing” is a broad term that covers just about anything you can do with data: collection, storage, transmission, analysis, etc. “Personal data” is any information that relates to a person, such as names, email addresses, IP addresses, eye color, political affiliation, and so on. Even if an organization is not connected to the EU itself, if it processes the personal data of people in the EU (via tracking on its website, for instance), it must comply. The GDPR is also not limited to for-profit companies.

What are the GDPR fines?

The GDPR allows the data protection authorities in each country to issue sanctions and fines to organizations it finds in violation. The maximum penalty is €20 million or 4% of global revenue, whichever is higher. Data protection authorities can also issue sanctions, such as bans on data processing or public reprimands. 

Does the GDPR requires encryption?

The GDPR requires organizations to implement “appropriate technical and organizational measures” to secure personal data and provides a short list of options for doing so, including encryption. In many cases, encryption is the most feasible method of securing personal data. For instance, if you regularly send emails within your organization that contain personal information, it may be more efficient to use an encrypted email service than to anonymize the information each time. 

Consent support (From Google)

The GDPR introduces significant new obligations for the ecosystem, and the changes we announced to our EU User Consent Policy reflect this. Under this policy, advertisers that implement remarketing tags are required to obtain consent from users for the collection of data for personalized ads and advertisers that implement conversion tags for measurement purposes are required to obtain consent for the use of cookies.

To address questions we have received from our customers, we have updated cookiechoices.org with examples of consent language and available third-party consent solutions.

If you use Google advertising products that receive data from your site or app, we encourage you to link to How Google uses information from sites or apps that use our services, which explains how Google manages data in our ads products. Doing so will meet the requirement of our updated EU User Consent Policy to give users information about Google's uses of their personal data.

 

 

Setting Up Floodlight tag in GTM

1. Pushing tags to GTM

This is the most simplest way of setting up floodlights in GTM. Once the DCM Advertiser’s

configuration is linked with a GTM container , you can simply push the tags to GTM.

Go to ‘Google Tag manager’ option in the DCM Floodlight activity and click on the

‘Push to Google Tag manager’ button

Once done, the activity appears in GTM under Admin tab > ‘Approval Queue’

Click on the Approve button to import the activity to the container

You’ll now be able to see your activity in the ‘Tags’ section of the GTM container

2. Using the Floodlight template in GTM

Step 1: Select an advertiser and click the Floodlight activities tab.

Step 2:

1. Be careful to set up the correct ‘src, cat and type’.

src= Advertiser ID (NOT the Floodlight activity ID)

cat= Activity tag string

type= Group tag string

2. The values that are to be passed to the below variables is set up by the person who 
   manages the GTM container (NOT the Advertiser/Agency)

Standard variables :

Custom variables

3. Use the Custom HTML Tag template:

The code of floodlight tag can be simply copied from DCM and pasted in the empty field of the 
Custom HTML tag.

Be careful to check the Document.Write option to enable the correct firing of floodlight.

This I believe is not the best way to implement Sales tags, and any tag that requires capturing 
of values from the Sites through CFVs (not good for people who aren’t coding experts).

Can be safely used for Standard Counter and Unique tags (when no CFVs are used).

Google Tag Manager Basic learning

1. Google Tag manager is a free tool. In order to signup and create a new account, please visit the link below:
http://www.google.com/tagmanager/

Refer our resources to learn more about Google Tag Manager:
Google Tag Manager
Setup and Workflow

2. Using the GTM container ID you would be able to link the DFA Advertiser with Google Tag Manager. Once the Advertiser is linked to Google Tag Manager you would be able to push the Floodlight activities from DFA to Google Tag Manager.

For more information on Floodlight Integration and approvals, click here.

3. Before publishing the tags you would be verify the tags using preview and debug mode. In order to verify the tags, please refer the link below and follow the instructions.

https://support.google.com/tagmanager/answer/2695660

4. As of now we do not have specific link to track the release notes. Our team is going to start posting release notes weekly to the help center soon.

What is global site tag

There is one thing is constant in digital marketing industry and that is change. Based on customer's demand and in respect to their business preference we've been experiencing several changes in different ad servers.

Previously we all know that Floodlight tags are two types (iframe and image). However, to make the conversion mechanism more simplify and to generate granular level data Google has come up with new technology.

This is a new Floodlight tag format and updated Floodlight workflows in DCM, DBM, and DS.

Improved measurement capabilities to be built on this new tag format to be rolled out in phases. This includes, but is not limited to, Safari. The only immediate improvement should be for DoubleClick Search.

Google Tag Manager customers will benefit from these changes with less additional implementation work.

A global site tag for Floodlight is made of two snippets of JavaScript:

Global snippet: The global snippet should be placed on all pages of your website, in the  section of your HTML pages.

The global site tag sets new cookies on your domain that will store a unique identifier for a user or the ad click that brought the user to your site. The cookies receive the ad click information from a GCLID (“Google click identifier”) parameter that DoubleClick Search adds to the landing page URL just before redirecting to your site.

Event snippet: The event snippet should be installed on the page with the event you're tracking. It can be placed anywhere on the page  after the global snippet. We recommend it placing it within the  section as well for the best tracking accuracy.

In order to facilitate cookieless tracking, via the GCLID for AdWords & DoubleClick Search tracked clicks, Google is introducing an update to GTM & a new Site Snippet + Floodlight Wrapper for non-GTM customers.

These changes will essentially pickup the GCLID on arrivals to the advertiser's website from paid search activity, and store the GCLID value in a first party cookie on the advertiser’s domain. 

The Floodlight Event Wrapper will then read this cookie and include it as a key-value parameter in the Floodlight Activity Tag request to DoubleClick servers.

This will allow DoubleClick to attribute post-click conversions via the GCLID, if no DoubleClick ID Cookie is present.