DoubleClick Dart for Publishers (DFP) Small Business

ABOUT DOUBLECLICK DART FOR PUBLISHERS
DoubleClick for Publishers (DFP) Small Business is a free hosted ad serving solution that helps you manage your growing online advertising business. DFP has a simple interface, workflow and inventory management systems make it easy to get up and running quickly. With sophisticated feature set that grows and evolves with your business including robust forecasting, reporting and targeting capabilities, DFP also allows you to connect dynamically to a large pool of advertisers through Google AdSense and other ad networks.

DoubleClick Dart Segmentation

Although DFP does have great targeting capabilities (such as geographic and browser type), integration with BTBuckets will enhance these offerings and allow true behavioral segmentation. With the integration proposed below, you will be able to target banners to users belonging to specific buckets.

BTBuckets information in DFP Tags

To bring user cluster information from BTBuckets into the DFP adserver, you will need to update your DFP javascript tags to carry segment information in to your GA account. To apply this, make sure your BTBuckets tag is placed before the DFP calls and add the following code within the DFP tags before the GA_googleFetchAds(); call (more information: Dart's Pass custom targeting criteria into ad tags):

Code to be added to DFP calls:

 var btbucketsBTB = $BTB.getAllUserBuckets();
for (BTBx in btbucketsBTB)  
{
 GA_googleAddAttr(btbucketsBTB[BTBx].substring(0,10), "true");  
}  

The code above will tell the DFP tag all of the friendly names of the buckets that user belongs to.

Using BTBuckets in DFP Interface

The first thing to do is to tell DFP what buckets will be used in the integration. Follow these steps in the DFP interface, to allow custom variable targeting (more information: Dart's Define custom targeting criteria help page):

• In your DFP Small Business account, click the Inventory tab, then click Custom Targeting on the left-hand panel.
• Click New key.
• In the Name field, enter the first 10 characters of each bucket's friendly names*.
• Select the option Users will select from predefined targeting values.
• In the Predefined values field, simply type true
• Click Save.

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* Do notice that DFP has a restriction of 10 characters for targeting key names - so that's why we restricted this value in the javascript tag to only the first 10 characters.

Once you have implemented the javascript tags and added the friendly names as targeting key names - you may now segment your line items for specific buckets.

• In the Line item settings, in the Add Targeting section, select Custom criteria
• Select the key (friendly name) of the bucket you want to target, and input true in the textarea.
• Click the Add set button

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You can add a combination of buckets to segment your line item. For more detailed information, please review Dart's Custom Targeting help page.

Creative Uses

Here are some ideas on how to use BTBuckets with DFP:

• sell ads based on organic searches to your site;
• create interest groups based on frequency of content viewed by users.

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