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July 11, 2007 | www.doubleclick.com

DART for Advertisers

TRAFFICKING GUIDE

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TABLE OF CONTENTS

Preface to the Trafficking Guide................................... v

Campaigns and Advertisers.......................................... 6Understanding Campaigns .....................................................7Creating an Advertiser ......................................................... 11Setting the Properties of an Advertiser................................ 12Working With Advertisers.................................................... 16Working with Spotlight ........................................................ 18

Creating Campaigns................................................... 19Creating a Campaign............................................................ 20Adding Creative Groupings to Campaigns ............................ 24Optimizing Campaigns ......................................................... 30Duplicating and Deleting Campaigns.................................... 34Creating Site Placements ..................................................... 36Assigning Site Placement Properties.................................... 41Working with Site Placements ............................................. 49Reviewing Site Placements .................................................. 55

Managing Ads ............................................................ 59Understanding Ads .............................................................. 60Understanding Delivery Criteria........................................... 63Creating Standard Ads ......................................................... 65Creating Click Ads................................................................ 69Creating Tracking Ads.......................................................... 71Creating Default Ads............................................................ 74Creating Motif Ads ............................................................... 77Creating Interstitial Ads ...................................................... 79Working with Ads ................................................................ 80Reviewing Ads ..................................................................... 86Activating and Deactivating Ads .......................................... 89

Managing Creative Assignments ................................ 92Understanding Creative Assignments .................................. 93Managing Image Assignments ............................................. 97Setting Up Reporting for Motif Ads .................................... 102Managing Third-Party Redirect Assignments ..................... 117

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DoubleClick DAR

Managing Internal Redirect Assignments .......................... 120Managing Tracking Creative Assignments.......................... 122Managing Multiple Creative Assignments........................... 125Using Ad Server Macros in Ads........................................... 127Modifying Creative Assignments ........................................ 130

Targeting Ads .......................................................... 132How DART Targets Ads ...................................................... 133Understanding the Targeting Tab....................................... 136Targeting by Audience Segmentation ................................ 137Geographic Targeting ........................................................ 141Computer and Internet Targeting ...................................... 146Time and Day Targeting..................................................... 150Understanding Keywords................................................... 152Targeting Keywords........................................................... 154Deleting Keywords............................................................. 157Targeting User Lists........................................................... 159

Communicating Campaign Information to Sites ....... 162DART for Advertisers Ad Tags ............................................ 163Previewing Ad Tags ........................................................... 168Sending Campaign Emails .................................................. 169

Index ....................................................................... 172

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DFA Trafficking Guide Preface to the Trafficking Guide

DoubleClick DART for Advertisers Last Modified July 11, 2007 v

PREFACE TO THE TRAFFICKING GUIDE

About this guide

This guide is intended primarily for traffickers who book ads. Salespeople who want to understand how ads are booked can also benefit from reading this guide.

This guide is part of the set of documents that describe DART for Advertisers. It explains how to traffic ads using DART for Advertisers.

How this guide is organized

This guide is divided into the following sections:

• Campaigns and Advertisers (p. 6) explains the elements of a campaign in DART for Advertisers, and the process of booking a campaign. It explains how to create and set the properties of an advertiser, and introduces the Spotlight tab and how to recognize Spotlight error messages displayed in DART for Advertisers.

• Creating Campaigns (p. 19) provides a general overview of how the elements of a campaign are organized and how to create campaigns and site placements in DART for Advertisers.

• Managing Ads (p. 59) explains how to create a new ad, specify when and where an ad is served, and how to activate and deactivate ads.

• Managing Creative Assignments (p. 92) explains the different creative types available, and how to set creative properties for each of them. It explains how to traffic image files, third party redirects, internal redirects, tracking text, tracking images, and tracking rich media.

• Targeting Ads (p. 132) explains the targeting criteria available in DART for Advertisers and how to assign those criteria to an ad.

• Communicating Campaign Information to Sites (p. 162) explains DART ad tags, as well as what campaign information is available to send to the sites in your campaign and how to send it.

DFA Trafficking Guide Campaigns and Advertisers

CAMPAIGNS AND ADVERTISERS

This chapter discusses the concepts of a campaign in DART for Advertisers, and the process of trafficking campaigns (a campaign is a series of ads). In DART for Advertisers, campaigns are created by you, the trafficker, on behalf of advertisers.

As a trafficker, you create campaigns based on instructions provided by advertisers (advertisers buy space on websites and supply creatives for ads). The instructions provided by advertisers include the contact information for the advertiser and the details of the campaign, such as a list of sites where the advertiser purchased space, the size of the ad slots that the advertiser purchased at each site, and the types of creatives used in the ad.

Once you receive instructions from an advertiser, you can start to traffic the campaign. This chapter describes how to create advertisers. It discusses the following topics:

• Understanding Campaigns (p. 7)

• Creating an Advertiser (p. 11)

• Setting the Properties of an Advertiser (p. 12)

• Working With Advertisers (p. 16)

• Working with Spotlight (p. 18).

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Understanding Campaigns

This section provides an overview of the different elements and procedures that are involved in running a DART for Advertisers campaign. It also describes each stage in the process of creating a campaign.

This section discusses the following topics:

• What is a DART campaign? (p. 7)

• Elements of a campaign (p. 8)

• Process of creating a campaign (p. 9).

What is a DART campaign?

Campaigns are a series of ads, and contain information such as the length of the ad campaign. Specific sites are associated with each campaign from within the DART for Advertisers network where the campaign is created.

Campaigns are created on behalf of advertisers and can be served to any site on the world wide web. A campaign allows you to maintain centralized control over your media purchase and to generate one set of reports for the entire campaign. See the Administrator’s Guide for more information about creating sites and advertisers.

The following figure displays the different elements in a campaign. See the Table 1 for an explanation of each element in a campaign.

FIGURE 1. Structure of an advertising campaign



Elements of a campaign

The following table describes the elements of a campaign.

TABLE 1:The elements of a campaign

Element Description

Advertiser A group or organization on behalf of which campaigns are booked.

Campaign The summary of a media purchase. It contains information about:

• the sites on which the campaign runs

• the length and dates of a campaign.

Site Placement A complete description of an ad slot or set of ad slots within a site. The site placement includes information about the size of the ad slots, pricing, and the placement and website where they are located.

Ad Any content in a website that acts as a commercial device to carry a message or attract a user. In the ad, the trafficker specifies the dates, sets targeting criteria, and uploads the creatives.

Default Ad An ad that is served to users if the other ads in the campaign cannot be delivered because no targeting or technological criteria are met.

Note:You must create a default ad for each creative size in your campaign to ensure that there is always an available ad regardless of a browser’s configuration.

Creative Assignments

The graphic element of an ad. An assignment contains the creative file and attributes, such as the click-through URL. DART considers a standard creative to be a 468 x 60 pixel image. However, DART can serve creatives of any size and many different kinds of technology.

DART for Advertisers ad tags

HTML tags that retrieve information from the ad servers and serve an ad on a website. DART for Advertisers ad tags are generated by DART for Advertisers for each site placement in a campaign.



Process of creating a campaign

The following table illustrates the process of creating a campaign.

How often is campaign information updated?

Every fifteen minutes, the DART ad server gets all data on creatives and placements that have been changed, and all new ads that have been created, using the Trafficking module. It takes ten to fifteen minutes for this data to be implemented in your live campaigns. The update occurs in 15 minute intervals (not every 15 minutes on the hour). This means, for example, that if the data was last pushed to the server at 9:05, and you update campaign data at 9:11, this changed data will be pushed to the

Stage

Process

1 Access DART for Advertisers, and click Trafficking in the Main Menu.

For more information about accessing DART for Advertisers, see the Getting Started guide.

2 Create an advertiser.

See Creating an Advertiser (p. 11).

3 Create a campaign.

See Create a campaign and assign properties (p. 22).

4 Create a site placement for every ad slot size used in this campaign.

See Creating site placements (p. 36).

5 Create default ads for each ad slot size used in this campaign.

See Creating Default Ads (p. 74).

6 Create ads and assign sites to the ads.

See Creating a new standard ad and setting general properties (p. 65).

7 Upload and set the properties of the creative.

See Managing Creative Assignments (p. 92).

8 Submit the campaign.

9 Send the DART for Advertisers ad tags to the website.

Instruct the site’s webmaster to add the DART for Advertisers tags in to the HTML page where the ad will be displayed.

See Communicating Campaign Information to Sites (p. 162).

10 Optimize the campaign as per the advertiser’s instructions.

While the campaign is running, the advertiser can view reports on the performance of the campaign and give you instructions to change the campaign.



server nine minutes later at 9:20 and will be applied to existing campaigns between 9:30 and 9:35. Data on new sites that have been created using the Trafficking module are updated every ninety minutes.

Note: Only ads within three days of their Start Date that have been green-lighted (are active) in the Trafficking module are updated at 15-minute intervals. For more information on activating ads, see Ads List view (p. 86).

Ad data is no longer updated at 15-minute intervals after a hard-cutoff date has been reached, or when an ad is not set to overdeliver and its delivery goals have been reached. For information on delivery goals, see Understanding Delivery Criteria (p. 63).



Creating an Advertiser

An advertiser is a company or organization that buys ad space in a website and supplies creatives for ads. An advertiser can also be an agency in DART for Advertisers.

If the advertiser that you need does not exist in DART for Advertisers, then you must create the advertiser before you can traffic the campaign. However, if the advertiser does exists, then you can create a new campaign for the existing advertiser (see Creating a Campaign (p. 20)).

To create an advertiser:

Step Action

1 Click Trafficking in the Main Menu.

2 Close the Search dialog box by clicking the X in the top right corner.

3 In the Results tab, click Create.

The Properties tab is displayed.

4 Set the properties of the advertiser.

See Set the general properties of an advertiser (p. 12).

5 Click Submit to save your changes.

You can create as many advertisers as you need. A network must contain at least one advertiser.



Setting the Properties of an Advertiser

Once you have created an advertiser (see Creating an Advertiser (p. 11)), you can set the properties of the advertiser. The properties of an advertiser include general information about the advertiser, and the billing and contract information for the advertiser.


• The Properties tab (p. 12)

• Set the general properties of an advertiser (p. 12)

• Advanced Reporting (p. 14)

• Entering billing and contract information (p. 14).

The Properties tab

In the Properties tab, you can enter the general properties for the advertiser (for example, the advertiser’s name), and the contact and billing information about the advertiser.

FIGURE 2. The Properties tab

Set the general properties of an advertiser

Before you create a new advertiser, search for the advertiser name to check to see whether the advertiser already exists in your network. If the advertiser already exists, then you can modify the information about the advertiser (see Working With Advertisers (p. 16)).

To set the general properties of an advertiser:

Step Action

1 Create an advertiser.

See Creating an Advertiser (p. 11).



After you submit the information for an advertiser, you can:

• learn about Entering billing and contract information (p. 14)

• learn about Spotlight configurations (see Working with Spotlight (p. 18))

• modify the advertiser’s information (see Modifying an advertiser’s information (p. 16))

• modify the status of the advertiser (see Modifying an advertiser’s status (p. 16))

• delete the advertiser (see Deleting advertisers (p. 17)).

Creatives inbox accounts: A creatives inbox account is an email account in your network that receives emailed creatives for use in campaigns. When your network is created, your account engineer

2 In the General tab, enter the name of the advertiser that you want to create (required).

Enter a name that is unique within your DART for Advertisers network. The name that you enter is used to identify this advertiser in campaigns and reports.

Note:This field cannot contain more than 64 characters.

3 In the Address Information section, enter address information for the advertiser such as the city and state.

4 Enter the name of the contact person at the advertising company.

This is for informational purposes only.

5 Enter the email address of the contact person in the Email field.

This is for informational purposes only.

6 In the Website URL field, enter the Website URL of the advertiser’s website.

This is the actual URL of the advertiser’s website such as, http://www.advertiser.com. The URL is used for informational purposes only and is not the click-through URL of a campaign. If the advertiser does not have a website, leave this field blank.

7 In the Creatives Inbox Account field, enter the name that you want to use for the advertiser’s creative inbox.

The creative inbox is the email account that is assigned to the advertiser and used to store all of the advertiser’s creatives. The full email address for the creative inbox is the name that you enter here appended to the base email account that your sales engineer set up for the ad network. For example, [email protected].

See also Creatives inbox accounts (p. 13).


The advertiser is created.

If you still need to set properties, see Entering billing and contract information (p. 14).

Step Action



sets up a base email account. Then, when you create an advertiser, you append the advertiser’s name to this field and a creatives inbox is automatically created for that advertiser.

When an advertiser sends an email with a creative to this address, it arrives in the creatives inbox. When a trafficker in your network is trafficking an ad, he or she can retrieve the creative from the inbox and drag and drop it into the ad.

Advanced Reporting

In Advanced Reports, found under the Properties Tab, you can select any of the following three reports that you want to enable for the advertiser:

• Frequency to Conversion

• Time Lag to Conversion

• Cross-Site Duplicate Reach

If you enable Advanced Reports they are automatically enabled for each campaign under that advertiser. For more information on Advanced Reports see the Reporting Guide.

Entering billing and contract information

If the advertiser’s billing address is not the same as the mailing address, enter the appropriate information in the Billing Address section. In this panel, you can also enter any general, pricing, production or trafficking terms about the advertiser.

Step Action

1 Enter the billing address of the advertiser.

2 Enter any general terms or pricing information in the Terms text field.

This is for informational purposes only. For example, if this advertiser only accepts billing based on the reporting methods of DART instead of the reporting method of the sites in campaigns, you can enter Advertiser is only billed on DART numbers.

3 Enter any comments regarding production and trafficking for the advertiser in the Production and Trafficking section.

This is for informational purposes only. For example, if the advertiser creates all new ads using DART for Advertisers, you can enter Advertiser creates all new ads in DART for Advertisers.



4 Click the appropriate radio button to indicate the status of the advertiser.

A status of:

• Approved indicates that the advertiser can run campaigns on the ad network

• On Hold indicates that the advertiser cannot run campaigns on the ad network.

Changing the status of an advertiser from Approved to On Hold automatically deactivates all of the advertiser’s ads. If you change the status from Approved to On Hold and click Submit, a dialog box is displayed asking if you want to deactivate the advertiser’s current ads. Click Yes to deactivate the ads, or click Cancel to return to the Properties tab without deactivating the ads.

5 Click Submit if you have finished setting all of the information for the advertiser.

Step Action



Working With Advertisers

After you create an advertiser in the network, you can modify the advertiser’s information.


• Modifying an advertiser’s information (p. 16)

• Modifying an advertiser’s status (p. 16)

• Deleting advertisers (p. 17).

Modifying an advertiser’s information

To modify the information for an existing advertiser:

Modifying an advertiser’s status

To change the status of an existing advertiser:.

Note: To run a query tool report for your advertiser, click the Access ReportCentral link at the top of the Advertiser tab. The scope of the report is set to the advertiser that you were viewing, with all of its campaigns and ads selected. See the online help for ReportCentral for more information on query tool reports.

Step Action

1 Access the Trafficking module and search for the advertiser that you want to modify.

2 In the Results tab, click the name of the advertiser that you want to modify.

The Campaigns tab is displayed.

3 In the Properties tab, click in the field that corresponds to the information that you want to modify.

4 Make your changes to the advertiser’s information.


Step Action

1 Access the Trafficking module and search for the advertiser for which you want to change the status.

2 In the Results tab click the name of the advertiser for which you want to change the status.

The Campaign tab is displayed.



Deleting advertisers

You can delete an advertiser that is no longer being used in your network. However, you cannot delete an advertiser that currently has campaigns booked.

To delete an advertiser:

3 In the Status field of the Properties tab, click the radio button that corresponds to the status that you want to assign to the advertiser.

If you click:

• Approved, that advertiser can run campaigns on the ad network.

• Unapproved, that advertiser cannot run campaigns on the ad network. When you change an advertiser’s status to Unapproved, all of that advertiser’s currently running ads are deactivated.


Step Action

Step Action

1 Access the Trafficking module and search for the advertiser that you want to delete.

The Results tab is displayed.

2 In the Results tab, click the selection diamonds for the advertisers that you want to delete.

A shaded selection diamond indicates that the advertiser has been selected.

3 Click Delete.

A dialog box is displayed to confirm that you want to delete the selected advertisers.

4 Click OK.

If you do not want to delete the selected advertisers, click Cancel.



Working with Spotlight

Spotlight is a built-in feature of DART for Advertisers that enables you to report on post-click and post-impression user activity in your website. Post-click activity is activity by a user in your website after the user has clicked on your ad in another website. Post impression activity is activity by a user in your website after the user viewed an ad in one of your campaigns. You can create Spotlight tags and monitor Spotlight activities in the Spotlight tab. A Spotlight tag is a DART ad tag that identifies an activity performed by a user.


• The Spotlight tab (p. 18)

• Example Spotlight error message (p. 18).

The Spotlight tab

The following figure shows an example of the Spotlight tab. The Spotlight tab is displayed at the campaign level in DART for Advertisers. The Spotlight tab displays the Spotlight tags you that you already created and enables you to create new Spotlight tags. You can create Spotlight tags using the Spotlight Tag Creation Wizard. For more information about Spotlight, Spotlight tags, the Spotlight Tag Creation Wizard, see the Spotlight Tagging Guide.

FIGURE 3. The Spotlight tab

Example Spotlight error message

When a Spotlight tag is not working correctly, DART for Advertisers displays an error message. The error message is red in color, and is displayed below the Advertiser tab, as shown in the following figure.

When you see the Spotlight error message under the Advertisers tab, you should check the Spotlight tags in the Summary view of the Spotlight tab. If there are errors with your Spotlight tags, the Status field displays the word Error in red.

FIGURE 4. Spotlight error message

Note: You can enable and disable the Spotlight error message displayed under the Advertiser tab by setting the Display Error Message option to Yes in the Spotlight Configuration tab. For more information on configuring Spotlight, see the Spotlight Tagging Guide.


DFA Trafficking Guide Creating Campaigns

CREATING CAMPAIGNS

Before you can create ads, you must create a campaign, and the site placements for the ad. A campaign is a series of ads, and contains information such as the length of the ad campaign. Campaigns are created on behalf of advertisers and can be served to any site on the world wide web. A site placement is a complete description of an ad slot (or set of ad slots) on the website where the ad is delivered to the user.

Important: Before you create a campaign, ensure that the advertiser has contacted each website in the campaign to confirm that the website accepts DART for Advertisers ad tags. If the website does not accept DART for Advertisers ad tags, DART cannot serve ads to that website.

This chapter discusses how to create campaigns and site placements. For more information about creating ads, see Managing Ads (p. 59).

This chapter discusses the following topics:

• Creating a Campaign (p. 20)

• Adding Creative Groupings to Campaigns (p. 24)

• Optimizing Campaigns (p. 30)

• Duplicating and Deleting Campaigns (p. 34)

• Creating Site Placements (p. 36)

• Assigning Site Placement Properties (p. 41)

• Working with Site Placements (p. 49)

• Reviewing Site Placements (p. 55).



Creating a Campaign

When you create a campaign, you assign properties that apply to all ads, such as the length of the campaign and the websites to which ads are served.


• Accessing the Campaigns tab (p. 20)

• The Campaigns tab (p. 20)

• The Campaign Properties tab (p. 21)

• Create a campaign and assign properties (p. 22).

Accessing the Campaigns tab

The Campaigns tab allows you to create, view, and work with campaigns.

To access the Campaigns tab:

The Campaigns tab

The Campaigns tab provides a summary of all campaigns that have been created for an advertiser. You can create, duplicate, or delete campaigns in the Campaigns tab. If you chose Time Lag to Conversion in Advanced Reports (See Advanced Reporting (p. 14)) you enter counter activity and sales activity to track the report.

FIGURE 1. The Campaigns tab

Step Action

1 Click Trafficking in the Main Menu.

The Search dialogue box of the Trafficking module is displayed.

2 Search for the desired advertiser.

The Results tab is displayed showing the advertisers that match the search criteria.

3 Click the name of the advertiser in the Advertiser column.

The Campaigns tab is displayed.



Fields in the Campaigns tab: The fields in the Campaigns tab provide an summary of each campaign. You must access a campaign before you can modify any of the fields shown in this tab.

Function buttons in the Campaigns tab: The function buttons in the Campaigns tab allow you to create, delete or duplicate campaigns. If a function button has a selection diamond on it, the campaigns must be selected before you can perform that function.

The Campaign Properties tab

In the Properties tab, you can set the basic properties of a campaign, such as the name, dates the campaign runs, and any additional comments.

The figure below shows sample campaign properties:

TABLE 1:Fields in the Campaigns tab

Field Description

ID The identification number of the campaign. IDs are automatically assigned by DART for Advertisers when the campaign is created.

Campaign The name of the campaign.

Note:The name is displayed on reports generated for the campaign.

Start The start date of the campaign in mm/dd/yyyy format.

End The end date of the campaign in mm/dd/yyyy format.

Modified The most recent date that changes were made to the campaign in mm/dd/yyyy format.

Comments The value of the Comments field in the Campaign Properties tab.

Note: To run a query tool report for your campaign, click the Access ReportCentral link at the top of the Campaign tab. The scope of the report is set to the advertiser and campaign that you were viewing, with all of its ads selected. See the online help for ReportCentral for more information on query tool reports.



FIGURE 2. The Campaign Properties tab

Create a campaign and assign properties

When creating a campaign, you must assign properties such as the campaign name and run dates for the campaign. You can also enter additional comments about the campaign.

To create and set the properties of a campaign:

Step Action

1 In the Campaigns tab, click Create.


See Accessing the Campaigns tab (p. 20).

2 In the Campaign Name field, enter the name of the campaign.

A campaign name is usually a brief description of campaign goals, the target audience or the creative message, and the run dates. Campaign names can not have more than 255 characters.

3 Enter the dates for the campaign in the Run Dates From and To fields.

Enter the dates in the format mm, dd, and yyyy.

Note:Clicking the button next to Apply dates to all site placements applies the campaign dates to all site placements in the campaign.

4 In the Comments field, enter any additional comments about the campaign.

5 Add a creative group and assign the creative group to this campaign.

When you add a creative group, the group is available to every campaign created for this advertiser. However, only creative groups which are assigned to the campaign can be used to specify a creative’s grouping in this campaign.

See Adding Creative Groupings to Campaigns (p. 24).



6 Set the optimization effects for all the creatives in all the ads in the campaign.

See Setting creative optimization (p. 31)


DART for Advertisers generates a Campaign ID.

Step Action



Adding Creative Groupings to Campaigns

The creative groupings feature allows you to track the performance of a group of creatives in a campaign. The Creative Grouping section of the Properties tab enables you to add, edit, delete, assign, and unassign groups to campaigns.


• What is a creative group? (p. 24)

• Components of the creative groups feature (p. 24)

• Adding and assigning groups (p. 26)

• Editing groups (p. 27)

• Unassigning and deleting group names (p. 28).

What is a creative group?

A creative group is a property of DART for Advertisers that enables you to categorize the creatives in an ad. Creative groups are shared by all campaigns for one advertiser. Creative groups cannot be shared among advertisers.

When a group is added for an advertiser, the group name cascades to every campaign under that advertiser. Once added, the group is available to every campaign created for that advertiser. This function enables you to categorize creatives in different campaigns under the same group and, once grouped, to report on the performance of a group across several campaigns. For information on Creative Groupings and Click Commands see Adding Creative Groups to Click Commands (p. 166).

For example, if you are running a campaign with a series of different creatives and you want to determine which creative has the greatest effect on your target audience, you can categorize those creatives into a group, and report on the performance of the creatives in those groups. See Using creative groupings (p. 25).

Components of the creative groups feature

The creative groups feature has three components:

• The Creative Grouping section (in the campaign Properties tab), which enables you to add groups for an advertiser and to assign groups to campaigns. See Adding and assigning groups (p. 26).

• Creative Grouping fields (in the Creative tab), which enable you to set the groups that each creative belongs to. See What is a creative assignment? (p. 93).

• Reports by creative group.

To add creative groups in DART for Advertisers, you must have the appropriate permissions. If you do not have these permissions, you can not view the grouping section of the Properties tab. See Understanding the Creative Groups section of the Properties tab (p. 25).

However, all users who can access the Trafficking module and view the Reports tab can generate reports that contain creative groupings. To generate a report containing data on the performance of a creative group, you must select the creative grouping in the Spotlight Query on the Reports tab. For more information about generating Spotlight reports, see the Reporting Guide.



Understanding the Creative Groups section of the Properties tab

The Creative Groups section contains two areas where you can create a group, Creative Group 1 and Creative Group 2. Each creative can be assigned to two groups. Two groups gives you the flexibility to group creatives in different ways, see Using creative groupings (p. 25). There is no functional difference between Creative Group 1 and Creative Group 2.

Note: Creative groupings can be used for ads, campaigns and click commands. See Adding Creative Groups to Click Commands (p. 166).

Each Creative Groups section contains two columns, the Available column and the In Campaign column, as shown in the figure below. When you add a creative group, the group is displayed in the Available column. However, before you can set the grouping for a creative, you must assign the group to the campaign. To assign the group to the campaign, you must move the group from the Available column to the In Campaign column. See Adding and assigning groups (p. 26).

Before adding a creative group to either Creative Group 1 or Creative Group 2, you must consider how you want to categorize the creatives in the campaign. If you want to set two different groups for the same creative, you must add one of the groups to Creative Group 1 and the other group to Creative Group 2 (see Managing Creative Assignments (p. 92)). When you add a group in Creative Group 1, the name of the group is displayed in the Creative Group 1 drop-down list in the Creatives tab. Similarly, when you add a group in Creative Group 2, the name of the group is displayed in Creative Group 2 drop-down list in the Creatives tab.

FIGURE 3. Creative Groups section of the Properties tab

Using creative groupings: Consider this scenario for a campaign used to promote a grocery store. The campaign contains two ads and two offers. One offer is a discount, while the other offer is a coupon. Each ad contains a Flash creative and an image creative. If you want to measure the performance of the different types of creatives, and the response to the different offers, you can use the creative groupings feature in the following way.

• In Creative Group 1, set up two creative groups, one group named Flash Ad, and one group named Image Ad.

• In Creative Group 2, set up two creative groups, one group named Discount, and one group named Coupon.

• Assign the creative groupings to the appropriate ads. For example, the Flash creative in the discount offer is grouped in the following way: Creative Group 1 is set to the Flash Ad, while Creative Group 2 is set to the Discount group.



• Once the campaign is running, you can report on the performance of the Flash Ad versus the Image Ad group, and the Discount group versus the Coupons group. Based on the results of the report, the campaign can be optimized to serve the best performing offer with the best performing creative type.

Adding and assigning groups

There is no limit to the number of groups you can create in Creative Group 1 and Creative Group 2 in the Creative Groups section. Before adding a group, ensure that you read Understanding the Creative Groups section of the Properties tab (p. 25).

To add a group for an advertiser and assign the group to a campaign:

Step Action

1 In the Properties tab, expand the hidden tab in the Creative Groups section.

The two Creative Groups sections are displayed.

2 Add a group to Creative Group 1.

To add a group:

i. In the New Group field, enter the name of the group that you want to add.You can enter a maximum of 255 characters, but you must enter at least one character to add a group name. You can also use special characters.

ii. Click Add. The name is displayed in the Available box.

3 Assign the groups to be used in this campaign.

To assign the group:

i. Click on the name of the group in the Available column.

You can select more than one group using the Ctrl key.ii. Click >.

The name that you selected are displayed in the In Campaign column. The names displayed in the In Campaign column for Creative Group 1, is also displayed in Creative Group 1 drop-down list in the Creatives tab.



Editing groups

You can make changes to the name of a group before a campaign is running, during the campaign, and after a campaign has stopped. However, when you edit the name of a group used in a campaign, all reports generated after the name has been changed display the new name of the group. Changing the name of the group does not effect the data collected for the group. Reports generated after the name of the group has changed display data for the old group name and the new group name under the new name of the group.

To edit the name of the group:

4 Add a group to Creative Group 2 and assign the group to be used in this campaign by repeating steps 2 and 3 above.

Consider the following information when you are creating groups in the Creative Group 2 section:

• You cannot use a name that you have already used in Creative Group 1.

• You can use a name that is being used by another advertiser in your ad network.

• The names displayed in the In Campaign column for Creative Group 2, is also displayed in Creative Group 2 drop-down list in the Creatives tab.

You can now set the creative group for each assignment in the Creatives tab.


Note: When a group is created for an advertiser, the group name cascades to every campaign under that advertiser, and the name of the group is displayed in the Available column (of the Creative Group) on the Properties tab of each campaign.

Step Action

Step Action

1 Highlight the name of the group that you want to edit in either the Available or In Campaign columns.

2 Click Edit.

The Edit Creative Group Item Name dialog box is displayed.

Each Edit button is linked to the column located directly above it, and you can only edit items in the column to which the Edit button is associated. For example, you cannot edit names of groups in the Available column, with the Edit button displayed below the In Campaign column.



Unassigning and deleting group names

You cannot delete the name of a group in the In Campaign column. To delete the group, you must unassign the group from the In Campaign column to the Available column.

You should only delete a group if you do not want to use that group again. If you only want to disable the grouping (so that it cannot be set for any creatives in this campaign and is no longer used by creatives in this campaign), you can unassign the group without deleting it. To unassign the group, highlight the group name in the In Campaign column, and move the group to the Available column by clicking <.

To delete a group that is being used in this campaign:

3 Change the name of the group and click Done.

The name must be unique.

The Creative Grouping section of the Properties tab is displayed.

Note:When you edit the name of a creative group, the name is changed for every campaign under the advertiser.


Step Action

Note: When you unassign a group from a campaign, the Creative Grouping field in the Creative tab is reset to None (see Managing Creative Assignments (p. 92)). Statistics collected for this group are displayed in the row marked None when you generate reports that contain creative groupings.

Step Action

1 Highlight the name of the group in the In Campaign column.

2 Unassign the group by clicking <.

If a group is assigned to a creative in the campaign, a warning message is displayed.

If the group is not assigned to a creative in the campaign, DART for Advertisers un-assigns the group and displays the group in the Available column. You can now delete the group, proceed to Step 4.

3 Click OK to accept the changes.

When you click OK, the creative group is unassigned from all the campaigns using the group. The Creative Grouping field in the Creative tab is reset to None.

If you want to set a new group for a creative group that has been reset to none, you must access the Creative tab and reset the Creative Grouping name field. See Managing Creative Assignments (p. 92).



Important: When you unassign or delete a group you cannot generate reports for that group.

4 Delete the name of a group from the Available column.

To delete the group:

i. Highlight the name of the group.

ii. Click Delete.

The Creative Grouping section of the Properties tab is displayed, without the creative grouping that you deleted.


Step Action



Optimizing Campaigns

By setting the values in the Creative Optimization section of the campaign Properties tab, you can automatically optimize the creatives in a campaign.


• Understanding the optimizer (p. 30)

• Example of the optimizer (p. 30)

• Setting creative optimization (p. 31).

Understanding the optimizer

Creative optimization enables you to automatically bias the delivery of creatives in a campaign to the best-performing creative. In DART, optimization works on a proprietary algorithm. The optimization properties that are set at the campaign level effect the delivery of each creative in each of the specified ads in the campaign. The algorithm is based on the information that you enter in the Creative Optimization section in the campaign Properties tab. You can set the following properties for the optimization of creatives:

• You can choose the results (or metric) that the optimizer uses to bias delivery. For example, if you have Spotlight configured for an advertiser, then you can use the number of actions performed on a Spotlight tag to optimize the delivery of ads. You can also specify the relative importance of each Spotlight activity to the optimization process.

• You can set a minimum value for the delivery of each of the creatives in an ad. In this way, you can ensure that each ad in the campaign is served.

• You can set the level of effect that optimization has on the delivery of each creative in an ad. This setting specifies how much the delivery of the creatives in an ad should be biased towards the creatives in the ad that are performing well, versus the creatives in the ad that are not.

How does optimization work?

On a daily basis, DART collects data on the results of the ads or Spotlight activities that you want to use to optimize the creatives in a campaign. You have to create an order that generates the data. The optimimization is based on the creative performance up to the previous 15 days. Once the data is collected, DART calculates how to optimize each creative in an ad using the:

• results from the performance of ads or Spotlight activities from the previous day

• values that you entered in the Creative Optimization section to set the order of magnitude used to optimize the creatives

• minimum value that you set to ensure that each creative in the ad is served.

DART then automatically optimizes the creatives in each of the ads that you specified. DART makes this calculation once a day. The value is not recalculated throughout the day. The effect of optimization on the delivery of the creatives in an ad changes from day to day (and not during the day). You must wait one full day after your campaign starts for the creatives in an ad to be optimized.

Example of the optimizer

The following figure shows the Creative Optimization section of the campaign Properties tab.



FIGURE 4. Creative Optimization section of the campaign Properties tab

Setting creative optimization

There are two stages to optimizing creatives:

• You must specify the metric on which the optimization is based and set the values for the optimizer. The levels that you specify on the campaign Properties tab are used to optimize every ad in the campaign.

• You must select the ads in the campaign that you want to optimize. (You do not need to optimize all of the ads in your campaign.)

To set the creative optimization:

Step Action

1 In the Properties tab, expand the Creative Optimization panel.

2 Set a minimum value for the delivery of each of the creatives in an ad.

In the Assign each creative a minimum weight of field, enter the minimum value, relative to other creatives in the ad, that you want each one of the creatives in the ad to deliver. This value is based on the number of impressions delivered for the ad.

• You can enter a number from 1 to 100, inclusive.

• DoubleClick recommends a value of 5.

When you are setting this value, remember that you are setting the minimum value that you want each creative in an ad to deliver in the event that optimization of the ad would result in a creative not being delivered.



3 Specify the extent that you want the optimizer to bias delivery to the best-performing creative.

In the Optimize each creative by field, enter a number representing the level of optimization. This value is applied in the algorithm as a mathematical power (order of magnitude). It describes the level of optimization applied to each creative in an ad. For example, if you set an optimization value of two for a campaign with one ad and two creatives (set the creatives to be delivered an equal number of times - each weighted to 50%) the optimizer will bias the delivery to the best-performing creative exponentially by the power of 2. The best-performing creative in the ad starts to deliver 75% of the time, while the creative that is not generating as great a response from users begins to deliver 25% of the time.

• DoubleClick recommends that you enter a value of 2.

• The maximum value that you can enter is 10.

• DoubleClick recommends that you do not set a high value.

When you set this value you are setting a value which biases the delivery of a creative exponentially to the best-performing creative, and not specifying a multiplier. Therefore, DoubleClick recommends that you enter a low number.

4 Specify the metric that you use to measure the success of your campaigns.

To specify the metric, select one of the options in the Base optimization on field.

If you select:

• Clicks, optimization of the creative is based on the number of click-throughs generated by all the ads in your campaign.

• Post-click, optimization of the creative is based on the activities of users who clicked on an ad and then subsequently performed an action in a web page that contains a Spotlight tag.

• Post-Impression, optimization of the creative is based on the activities of user who viewed an ad and then subsequently performed an action in a web page that contains a Spotlight tag.

• Post-Click and Post-Impression, optimization of the creative is based on the activities of users who either clicked on or viewed an ad, and then subsequently performed an action in a web page that contains a Spotlight tag.

You have to create an order that generates the data.

If you selected clicks, continue to Step 8.

Step Action



5 If you selected either (or both) post-impression or post-click metrics, specify the Spotlight activities that you want to use for optimization.

You can choose either (or both) counter activities or sales activities. Spotlight activities that are hidden are not displayed. For more information about Spotlight activities, see the Spotlight Tagging Guide.

To select the Spotlight activities to use for optimization:

i. Click Edit.

The Counter Activities tab is displayed.ii. Select the counter activities that you want to use by clicking the

selection diamond next to the activity.iii. Click the Sales Activities tab.iv. Select the sales tags that you want to use by clicking the selection

diamond next to the activity.

6 Indicate how important each activity is to the optimization of creatives.

For example, if you are using Spotlight to track the activities of users on different web pages, you can give more weighting to the web pages where sales are made.

To set the weight of each activity:

i. Enter a value from 1 to 100, inclusive, in the Weight field.

ii. Select another activity and enter the Weight for that activity.iii. Enter a weight for all the other activities that you have selected.

The values that you enter in the Weight field do not need to add up to 100. DART calculates the relative importance of the activities based on the numbers that you enter.

iv. Click Done to return to the Properties tab.

7 Click Submit to save your changes to the optimization settings.

8 Enable creative optimization for each of the ads in the campaign that you want DART to optimize.

To enable creative optimization:

i. Click on the Ads tab.

The List of Ads is displayed.ii. Click on the Ad ID of the ad that you want to optimize automatically.iii. Click the Creative tab.iv. Click on Enable Optimizer.v. Specify the weighting of each creative (see Managing Multiple Creative

Assignments (p. 125)).vi. Click Submit to save your changes.

Step Action



Duplicating and Deleting Campaigns

Once you have created a campaign, you can use that campaign to create other campaigns. You can delete any campaigns that you create immediately after you create it, however, once you have added elements to the campaign you cannot delete it.


• Duplicating campaigns (p. 34)

• Deleting campaigns (p. 35).

Duplicating campaigns

There is no limit to the number of campaigns that you can duplicate. When you duplicate a campaign, you copy:

• the details on the Properties tab. For example, the start date and end date of the campaign. When you duplicate the ad, you also copy the creative groupings in the campaign. Creative groupings are not set, but are available. For more information, see Understanding the Creative Groups section of the Properties tab (p. 25).

• any site placements created in the campaign that you duplicated.

To duplicate a campaign:

Step Action

1 In the Campaigns tab, enable the selection diamond next to the campaign that you want to duplicate.

You can duplicate more than one campaign at a time by enabling multiple selection diamonds.

2 Click Duplicate.

The campaign is duplicated. The name of the duplicated campaign is displayed with the words copy appended to the end of the name.

3 Change the name of the campaign in the Properties tab.

To change the name of the campaign, click the campaign ID, New_X. Enter a new name for the campaign in the Campaign Name field.

In the Properties tab, note that the Created By field displays your user name, and not the user name of the person who created the campaign that you duplicated.

4 Click Submit.

DART for Advertisers automatically assigns an ID number.

Once you have submitted the campaign, the site placements that you copied are displayed.

Note:You cannot delete a campaign before you have submitted it. See Deleting campaigns (p. 35).

5 Modify the campaign (if necessary).



Deleting campaigns

There is no limit to the number of campaigns that you can delete. You can only delete a campaign if the campaign does not contain any site placements or ads. For more information about creating site placements, see Creating Site Placements (p. 36). For more information about creating ads, see Managing Ads (p. 59).

You cannot delete campaigns if you do not have the appropriate permissions. For more information about permissions, see the Administrator’s Guide.

To delete a campaign:

Step Action

1 In the Campaigns tab, enable the selection diamond next to the campaign that you want to delete.

You can delete more than one campaign at a time by enabling multiple selection diamonds.

2 Click Delete.

The campaign is deleted. The Campaigns tab is redisplayed without the campaign that you deleted.



Creating Site Placements

Site placements must be created for the campaign before ads can be created. Site placements associate the campaign with all the sites to which ads are served.

• What are site placements? (p. 36)

• Creating site placements (p. 36)

• Creating site placements for multiple sites (p. 38)

• Creating a Motif site placement when the publisher pays (p. 38)

• Duplicating site placements (p. 39).

What are site placements?

A site placement is a complete description of an ad slot or set of ad slots within a site. It is a combination of variables:

• a site

• a placement, which represents the physical location of the ad slots to which ads are served

• a creative size.

Example: The following figure illustrates an example of two site placements, one that runs on an entire website and one that is placed on a section of the website.

• Site Placement 1 consists of all the 468 x 60 pixel ad slots in the entire site localize/Coolgadgets.

• Site Placement 2 consists of all the 468 x 60 pixel ad slots in the Car Gadgets section of localize/Coolgadgets.

FIGURE 5. Example of site placements

Creating site placements

After you set the properties of a campaign, create site placements for each site in your campaign.



Important: A separate site placement must be created for each combination of website and creative size. When you assigning creatives to site placements, you can only assign site placements of the same size.

To create site placements:

Step Action

1 In the Campaigns tab, click the campaign ID, then click the Site Placements tab.


2 Click Create.

The Site Selection dialog box is displayed.

3 Select the radio button for the Type of site placement that you want to create.

• Select Regular to create a non-interstitial site placement.

• Select Interstitial to create an interstitial site placement.

4 Decide who will pay for serving the Motif ad (if applicable).

For more information, see Creating a Motif site placement when the publisher pays (p. 38).

5 In the Select Sites list box, select the site for which you are creating a site placement.

Note:If you selected Interstitial from the Type drop-down list, only sites that are enabled to accept interstitial ads are displayed. For more information, see the Administrator’s Guide.

To create site placements for more than one site, see Creating site placements for multiple sites (p. 38).

6 Click OK.

The General tab is displayed.

7 Assign the site placement properties.

See:

• Assign general properties (p. 41)

• Assigning site placement costs (p. 44)

• Assigning tagging properties (p. 46)

• Assigning comments (p. 48).

8 Click Submit.



Creating site placements for multiple sites

To create site placements for more than one site:

Creating a Motif site placement when the publisher pays

You must create a site placement and indicate who is paying for serving the Motif ad before you can serve the ad. (For information about who pays for the Motif ad, see the Motif User Guide for DART for Advertisers.)

Step Action



2 Click Create.

The Site Selection dialog box is displayed.




4 Hold the Ctrl key and, in the Select Sites list box, select the sites for which you are creating site placements.

The selected sites are highlighted.


5 Click OK.

The Placement List view of the Site Placements tab is displayed.

6 Enter the names of the placements in the Placement field.

The placement name should be a description of the location of the website in which the ads will be delivered. For example, if ads will be served across the entire site, name the placement Run-of-Site or ROS.


See:

• Editing site placements using the Size view (p. 49)

• Editing site placements using the Date Range view (p. 50)

• Editing site placements using the Pricing view (p. 51).

8 Click Submit.

You can also click the link in the Site column to make changes to an individual site placement.



To create a publisher-paid site placement:

Duplicating site placements

To duplicate site placements:

Step Action

1 Click the Trafficking module from the main menu.

2 Search for Advertiser.

3 Create or search for a campaign.

4 Click Create in the Site Placement tab.

5 Select the Publisher pays Motif placement check box in the Site Selection dialog box.

Note:You can change this status for a site placement at any time in the General Properties section by selecting the Publisher Paid Placement check box as long as no ads* are targeted to this placement and this placement hasn't registered anyclicks or impressions.

*Default ads are not counted among ads targeted.




7 Select a site from the Select Sites list box and click OK.


8 Enter the general properties for the site placement and click Submit.

Step Action



2 Click the selection diamond to select the site you want to duplicate.

The selection diamond turns yellow.



3 Click Duplicate.

The Duplicate Site Placements dialog box is displayed.

4 In the text box, enter the number of copies you want of the site placement.

The maximum number of times you can duplicate a site placement is 100.

5 Click OK.

The Site Placements tab is redisplayed. Each new site placement is displayed with a number assigned to it.

For example:

• localize/Womens World.net (2)

• localize/Womens World.net (3)

6 In the Placement field, enter the names of the placements.



See:



• Editing site placements using the Pricing view (p. 51).

8 Click Submit.


Step Action



Assigning Site Placement Properties

The General tab is divided into five panels, each of which allow you to assign different properties to site placements. This section discusses the different properties which can be assigned to site placements.


• The General tab (p. 41)


• Adding creative sizes for site placements (p. 43)




The General tab

The General tab for site placements is divided into five panels, General Properties, Pricing, Tagging, and Comments. Each section allows you to assign properties that describe a site placement. To assign properties to more than one site placement, see Working with Site Placements (p. 49).

FIGURE 6. The General tab

Assign general properties

General site placement properties include the placement name, the size of the ad slots in the site placement, and the dates for which inventory in the site is purchased.



To assign general properties to a site placement:

Step Action

1 In the Site Placements tab, click the name in the Site column.


2 Enter the name in the Placement Name field.


3 Select the size of the creatives for the assigned sites in the Placement Sizes drop-down list.

If the size that you need is not displayed, you can select an existing creative by adding the size to your ad network in the Edit Creative Size dialog box.

To select an existing size:

i. Click Add Size.

ii. Highlight the size you need in the Popular DART Creative Sizes list. iii. Click >>.

The creative size you selected is displayed in the Creative Size Assigned To Network list.

iv. Click Done to return to the General tab.v. Select the size from the Placement Size drop-down list.

For more information on how to add a new creative size, see Adding creative sizes for site placements (p. 43). If your network has access to the Network module, you can also add creative sizes in the Network module (see the Administrator’s Guide).

4 Verify the Start and End Dates, then make any changes, if necessary.

This field is required. Default dates are already entered in these fields.

• The default start date is the first day of the campaign.

• The default end date is the last day of the campaign.

Note:If you modify the campaign dates, clicking the button next to Apply dates to all site placements in the Campaign Properties tab modifies the dates of all site placements in the campaign.

5 Assign a content category from the Content Category drop-down list.

This list contains the content categories to which the site belongs and are used to differentiate site placements for reporting purposes. For more information about content categories, see the Administrator’s Guide.

6 Click Submit.



Adding creative sizes for site placements

A creative size is a specification of the width and height, in pixels, of a creative. Each creative size that is used in your network must be declared in the Edit Creative Sizes dialog box, an example of which is shown in the following figure.

FIGURE 7. Edit Creative Sizes dialog box

To add a creative size for a site placement:

Step Action

1 Click Edit in the General Properties section of the General tab.

The Edit Creative Sizes dialog box is displayed.

2 Enter the size in pixels into the New Creative Size field.

Enter the size in the format, width by height. For example, 468x60.

Consider the following points when you add a new creative size:

• You cannot add a creative size that already exists in DART.

• You can enter a maximum of 4 numbers into each field in the New Creative Size section. The maximum creative size you can create is 2000x2000.

3 Click Add.

The new creative size is displayed in the Popular DART Creative Sizes and the Creative Size Assigned To Network fields.

4 Click OK.

The creative size is displayed in the Placement Size drop-down list.



Assigning site placement costs

In the Pricing panel on the General tab, you can assign the cost of the inventory to the site placement. Settings include: Flighting, Cap Costs, Cost Structure, and Unit Type.

The price per click or thousand impressions can change over time for site placements that use CPM (cost per thousand impressions) and CPC (cost per click) cost type units.

To assign pricing properties:

5 Select the creative size for the site placement from the Placement Size drop-down list and continue to set the campaign Properties (if required).

See:





Step Action

Step Action

1 In the Site Placements tab, click the ID to open a Site Placement.

Open the Pricing panel on the General tab.

2 Activate Flighting if you want to distribute units and cost across billing cycles.

Select Yes to activate Flighting.

3 Set a limit for overdelivery billing.

Choose one of the following methods to Cap Costs when overdelivery occurs:

Monthly - caps monthly bills at the planned monthly cost for the placement.

None - costs are not capped; therefore billing for overdelivery is allowed.

Cumulative - caps the payable amount to a publisher at the planned cost to run the placement during the lifetime of the campaign.

Note:If you do not enable flighting, you can set cap costs to none or cumulative only.



4 Select the Cost Structure from the drop-down list.

The cost structure is specified in the media plan (received outside of

DART for Advertisers via fax or email from the advertiser or agency). You can select:

• CPM — Cost Per Thousand impressions. Pays for ad serving based on every thousand impressions served. CPM is the most common pricing model)

• CPC — Cost per Click. Pays for ad serving based on each click recorded).

• CPA — Cost per Action. Pays for ad serving based on each time a user performs a click or download, or generates a lead or sale).

• Flat Rate — Cost for a fixed number of impressions or clicks).

Tip: If you are paying for overdelivery, select CPM or CPC. If you are not paying for overdelivery, select Flat Rate.

5 Specify a Spotlight activity for CPA Cost Structure.

i. Click Edit to the right of the Activity Type field to specify a Spotlight activity if you selected CPA as the cost structure.

ii. Filter by Sales or Counter activities in the pop-up dialog.

6 Select Unit Type for Flat Rate Cost Structure.

Select either Impressions or Clicks in the Unit Type drop-down list if you specified a Flat Rate cost structure.

7 If you selected CPM, CPC or CPA, enter the number of units and rate.

DART calculates the cost.

8 If you selected Flat Rate, enter the units and cost for each month.

DART calculates the rate.

9 To set different prices for different time periods, click Modify Rate.

i. Enter the Start and End Dates for the new pricing.

ii. Enter the new cost or rate, depending on the cost structure you selected.

iii. Click Done.

Note:You can use the Modify Pricing section to enter a new price for a given time period at any time.

10 To disable Flighting, return to the Activate Flighting option in the Pricing panel and select No.

Step Action



Assigning tagging properties

The Tagging section in the General tab of a site placement enables you to determine how DART for Advertisers ad tags are generated for a site placement. The tagging properties in this section are, by default, set to be identical to the site tag options set for the site. Site tag options are set in the Sites module (see the Administrator’s Guide). However, you can override the default settings in this section.

Example: If the site localize/Search Now accepts both JavaScript/Standard and Interstitial Internal Redirects ad tags, those check boxes are automatically selected for the site placement. If the ads purchased for the site placement localize/Search Now (Finance 125 x 125) only use JavaScript/Standard ad tags, you may want to only give the site access to JavaScript/Standard ad tags for the ads assigned to that site placement. In this case, you could deselect the Interstitial Internal Redirects check box for the site placement.

FIGURE 8. Tagging section in the General tab

11 To discontinue Flighting, you can delete existing pricing plans.

iv. Check the diamond in the left column of the row of one or more pricing plans to be deleted.

v. Click Delete.

Note:The Delete button is only available when Flighting is disabled.

12 Click Submit to save assignments.

Step Action



To verify and assign tagging properties to a site placement:

Step Action

1 In the Site Placements tab, click the name of a site under the Site column.

The General tab is displayed. See the Figure 6 for an example of the General tab.

2 In the Tags to Generate field, select or deselect the check boxes for the ad tag types as necessary.

The type of ad tags that a site accepts are automatically checked. See the DART for Advertisers Ad Tags (p. 163) for more information about the different types of DART for Advertisers ad tags.

Note:If this is an interstitial site placement, you will only see interstitial ad tag types in this field.

3 In the Click Tracking field, select Insert Click-Tracking String in Tags to automatically populate your DART ad tags with the click tracking attribute.

When you enable this option, DART for Advertisers automatically inserts the click= attribute before the ord attribute in your DART ad tags.

Note:This option inserts the click= attribute only and not a value; you must insert a value for this attribute in your DART ad tags.

4 In the Keyword Handling field, select the radio button that corresponds to the way that you want DART for Advertisers to generate keywords.

Each radio button causes DART for Advertisers to generate keywords differently in the tags.

• Placeholder with list of keywords creates ad tags with a placeholder, such as kw=[keyword] and a list of keywords.

The site trafficker must replace [keyword] with the keywords targeted by an ad.

• Ignore creates ad tags that do not have a placeholder for keywords and creates a list of keywords separately from the ad tags.

Select Ignore if the site uses a keyword referrer or is a site that uses DART for Publishers.

• Generate separate tags for each keyword creates a separate ad tag for each keyword targeted by ads assigned to the site placement.

Each keyword is inserted into the ad tags in the format kw=keyword.

5 In the Additional Key-Values field, enter any additional key-values that a you wish to include in your DART for Advertisers ad tags.

This field enables you to include site specific key-values in DART for Advertisers ad tags. Instead of modifying each individual ad tag, you can enter the key-value in this field to include it automatically.



Assigning comments

To assign comments:

6 Click Submit.

Step Action

Step Action

1 In the Site Placements tab, click the name in the Site column.

The General tab is displayed. See the Figure 6 for an example of the General tab.

2 In the Comments about Creatives field, enter comments about the creative.

3 In the Placement Comments, enter comments about the placement.

For example, if the placement is Finance 125 x 125, you may want to provide the web address of the Finance page of the website.

4 In the Other Comments field, enter any additional comments.

5 Click Submit.



Working with Site Placements

You can use the different views of the Site Placements tab to work with multiple site placements. Using the Size, Date Range, and Pricing views, you can assign properties to multiple site placements. You can also view, duplicate, and delete existing site placements in these views.




• Editing site placements using the Pricing view (p. 51)

• Editing ads using the Batch Edit view (p. 52)

• Adding a new price for CPM and CPC ads (p. 54)

• Deleting site placements (p. 54).

Editing site placements using the Size view

The Size view of the Site Placements tab displays the placement name and size for each site placement. In this view, you can edit the size of multiple site placements. The following figure shows the Edit Size - Web Page Dialog available in the Size view of the Site Placements tab. The Edit Size - Web Page Dialog enables you to change the creative sizes of site placements.

FIGURE 9. Size view of the Site Placements tab

To edit the size of a site placements using the Size view of the Site Placements tab:

Step Action

1 In the Site Placements tab, select the Size view from the Views drop-down list.

The Edit Size button is displayed on the bottom tool bar.

2 Specify the new size for the site placement by selecting a site and clicking Edit Sizes.

The Edit Sizes - Web Page Dialog is displayed.



Editing site placements using the Date Range view

The Date Range view of the Site Placements tab displays the Testing Period and Active Period start and end dates for each site placement. In this view you can edit the Testing Period, start date, end date, and the placement name, rather than having to access site placements individually.

FIGURE 10.Date Range view of the Site Placements tab

To edit site placements using the Date Range view of the Site Placements tab:

3 Select the size of the creatives in the Select Size drop-down list, and click OK.

4 Click Submit.

You can also click the link in the Site column to open and make changes to an individual site placement.

Step Action

Step Action

1 In the Site Placements tab, select the Date Range view from the Views drop-down list.

The Date Range view is displayed.

2 Verify the Testing Period, Start and End Dates, then make any changes, if necessary. Use the Edit Dates button to access the calendar and click OK.


• The default start date is the first day of the campaign.

• The default end date is the last day of the campaign.

Note:If you modify the campaign dates, clicking the button next to Apply dates to all site placements in the Campaign Properties tab modifies the dates of all site placements in the campaign.



Editing site placements using the Pricing view

In the Pricing view of the Site Placements tab, you can edit and recalculate the costs of site placements in your campaign.

FIGURE 11.Pricing view of the Site Placements tab

To edit site placements using the Pricing view of the Site Placements tab

3 Click Submit.


Step Action

Note: You cannot create a new price for your cost type unit in the Pricing view. This must be done from the site placement’s Delivery tab. See Adding a new price for CPM and CPC ads (p. 54).

Step Action

1 In the Site Placements tab, select the Pricing view from the Views drop-down list.

The Pricing view is displayed.



Editing ads using the Batch Edit view

The Batch Edit view in the Site Placements tab enables you to view a list of the ads in a campaign, filtered by site, size, and ad type. In this view, you can also edit the status and click-through URL of the ads that meet your filtering criteria. The following figure shows the Batch Edit view in the Site Placements tab.

2 Select the pricing model from the drop-down list in the Pricing field.

The pricing model is specified in the media plan (received outside of DART for Advertisers via fax or email from the advertiser or agency). You can select:

• Impressions (cost for a fixed number of impressions)

• CPM (cost per thousand impressions without regard to the number purchased)

• Clicks (cost for a fixed number of clicks)

• CPC (cost per click without regard to the number of impressions purchased).

If you agree to pay for overdelivery, select Impressions or Clicks. If you do not agree to pay for overdelivery, select CPM or CPC.

3 Enter the price in the Total Cost field.

The cost of the site placement.

DART calculates the value in the estimated CPM field.

4 Enter the number of impression in the Impressions field.

This number is set to 1,000 by DART if you use the CPM pricing model.

5 Click Submit.


Step Action



FIGURE 12.Batch Edit view in the Site Placements tab

To edit ads using the Batch Edit view:

Step Action

1 Select the Batch Edit view from the Views drop-down list in the Site Placements tab.

2 Select the one or more sites, sizes, and ad types that you want to view.

3 Select All, Active, or Archived from the selections under the Go button.

4 Click Go.

A list of site placements matching your filtering criteria is displayed.

5 Click the > button to display an ad that you want to edit.

6 Do one or both of the following:

• To change the status of an ad, click the traffic light icon.

• To change the click-through URL of an ad, type the new URL in the Click-through field.

7 Repeat steps 7 and 8 for each ad that you want to change.

8 Click Submit.



Adding a new price for CPM and CPC ads

DART for Advertisers allows you to set different prices for your site placement for different time periods. This allows you to track price changes over time for a given site placement. Creating a new pricing can only be done if your site placement is using the CPM (cost per thousand impressions) or CPC (cost per click) cost type unit.

To create a new price for a given time period:

Deleting site placements

You can only delete a site placement if no impressions have been delivered. Once impressions have been delivered, the site placement must remain in the database.

To delete site placement:

Step Action

1 Navigate to the Site Placements tab and select the site placement to edit.

2 In the General tab’s Modify Pricing section, click Add Pricing.

A new Pricing row is displayed.

3 In the Effective Date field, enter the date on which the new pricing takes effect.

The Effective Date must be within the site placement’s start and end dates.

4 In the Rate field, enter the new price (per click or thousand impressions, depending on your cost type unit).

5 You can optionally enter an explanation of the new price in the Description field.

6 Click Submit.

Step Action

1 In the Site Placement tab, select the ads you want to delete.

To select an site placement, click the corresponding selection diamond. The site placement is selected if the selection diamond turns yellow.

Note:You cannot delete a site placement from the Ad Assignments view or the Batch Edit view.

2 Click the Delete button.

All items that were selected are deleted and no longer displayed.



Reviewing Site Placements

Once you have created site placements for a campaign, you can use the Views drop-down list in the Site Placements tab to review them. In the Placement List, Ad Assignments, Performance, and Summary view of ads, you can view, download, or print summary information about the site placements in a campaign. You can also view, duplicate, and delete existing ads in these views.


• Placement List view (p. 55)

• Ad Assignments view (p. 55)

• Performance view (p. 56)

• Summary view (p. 58)

Placement List view

The Placement List view of the Site Placements tab displays the placement name and size for each site placement. When creating multiple site placements or duplicating site placements, you can enter the placement name in this view. The following figure shows an example of the Placement List view of the Site Placements tab.

FIGURE 13.Placement List view of the Site Placements tab

Ad Assignments view

The Ad Assignments view of the Site Placements tab displays all site placements in the campaign, with a panel that contains information about the ads assigned to each site placement. The figure and table below explain the Ad Assignments view of the Site Placements tab.



FIGURE 14.Ad Assignments view of the Site Placements tab

Performance view

The figure and table below illustrate the fields in the Performance view of the Site Placements tab.

TABLE 2:Fields in the Ad Assignments view of the Site Placements tab

Field Description

ID The identification number for the ad. An Ad ID is a unique number that DART uses to identify ads. This number is automatically assigned when the ad is created. Click the Ad ID to see more information about the ad.

Type The type of ad. In DART for Advertisers, you can create standard, click, and default ads. See Ad types (p. 61) for more information.

The traffic light icon shows the status of the ad:

• A green light means that the ad is active and approved.

• A red light means that the ad is inactive.

See Ad status (p. 89) for more information.

Approval A check mark indicates that the creative has been approved by the site.

Name The name of the ad.

Creative The file name of the creative image. For more information, see Elements of a campaign (p. 8).

Click-Through

The destination users are sent to when they click on the ad. Click on the link in the Click-Through column to test the Click-Through URL.



FIGURE 15.Performance view of the Site Placements tab

TABLE 3:Fields in the Performance view of the Site Placements tab

Field Description

Site The name of the site chosen when the site placement was created.

Placement The name of the site placement.

Start Date

End Date

The duration of the site placement. These dates are usually the length of campaign.

Days Elapsed How many days have elapsed since the campaign was booked.

Campaign Length The total length in days for the site placement.

Booked Impressions The number of impressions booked.

If the pricing model for this site placement does not include impressions, n/a is displayed.

Booked Clicks The number of clicks booked.

If the pricing model for this site placement does not include clicks, N/A is displayed.

Delivered Impressions The number of impressions actually served.

Delivered Clicks The number of clicks actually served.

% Time Elapsed The percentage of time elapsed since the site placement was booked.

% Delivered The percentage of impressions or clicks actually delivered.



Summary view

The Summary view of the Site Placements tab displays a list of the properties and pricing for all site placements. There are no editable fields in this view, however, you can download the summary in a CSV file.

FIGURE 16.Summary view of the Site Placements tab

% Over The percentage of impressions or clicks served over the amount purchased.

% Under The percentage of impressions or clicks served under the amount purchased.

Click Rate The overall click rate of a site placement.

Click rate is determined by the formula:

(Clicks / Impressions) x 100%

Totals This row totals the amounts of the above categories for all the site placements in the campaign.

TABLE 3:Fields in the Performance view of the Site Placements tab

Field Description


DFA Trafficking Guide Managing Ads

MANAGING ADS

After you create a campaign and site placements, you must create ads for the campaign. For each ad, you assign delivery information, upload creatives, and set targeting criteria, if necessary. For information about the different targeting criteria available and instructions on how to target, see Targeting Ads (p. 132).


• Understanding Ads (p. 60)

• Understanding Delivery Criteria (p. 63)

• Creating Standard Ads (p. 65)

• Creating Click Ads (p. 69)

• Creating Tracking Ads (p. 71)

• Creating Default Ads (p. 74)

• Creating Motif Ads (p. 77)

• Creating Interstitial Ads (p. 79)

• Working with Ads (p. 80)

• Reviewing Ads (p. 86)

• Activating and Deactivating Ads (p. 89).



Understanding Ads

Ads are commercial messages delivered to a user, but what message is served to a user is determined by several different types of information. In the Ads tab, you can describe what an ad looks like, as well as when and to whom the ad is delivered.


• How are ads created? (p. 60)

• The Ads tab (p. 61)

• Ad types (p. 61).

How are ads created?

The figure below illustrates the process of creating and targeting ads.

FIGURE 1. The trafficking process

The following table explains the process shown in the figure above.

Stage Process

1 In the Ads tab, create an ad of the appropriate type.

2 In the General tab, set delivery information and assign site placements.

See Setting delivery criteria (p. 67) and Assigning site placements (p. 68).

3 In the Creative tab, upload creatives, assign creative properties, or specify the address for a click ad’s creative.


4 In the Targeting tab, assign targeting criteria.

This stage is not necessary for default or click ads.

See Targeting Ads (p. 132).

5 Approve the ad.

Ads must be approved before any impressions are served.



The Ads tab

In creating an ad, there are four tabs that you use to create, target, and manage ads: General, Creatives, Targeting, and Reports.

• In the General tab, set the general and delivery properties of an ad. General properties include the ad name, creative size, approval status, and any general comments. Delivery information includes the ad’s start and end dates, priority, frequency, and impression limits. You also assign site placements to an ad and retrieve click command information on this tab.

• In the Creative tab, upload creatives and assign creative properties. Creative properties include a name for the creative and text that is served while the creative loads. You can also specify how ads rotate if there are multiple creatives in the ad.

• In the Targeting tab, specify information about the audience to which you want to serve the ad. For more information about assigning targeting attributes, see Targeting Ads (p. 132).

• In the Reports tab, generate and view reports to monitor ad performance. See the Reporting Guide for more information.

Ad types

You can create six different types of ads in DART for Advertisers: standard, click, interstitial, tracking, default ads, and Motif.

Standard ads are the basic DART for Advertisers ad type. Standard ads can contain standard creatives, such as GIFs, animated GIFs, or JPEG images, rich media, or redirect creatives. Standard ads allow you to access the Targeting tab to specify the audience to which ads are served. See Creating Standard Ads (p. 65).

See the Rich Media Guide for information on trafficking rich media.

Interstitial ads can be used for any type of ad that is not defined by a traditional banner size. This can include pop-ups, pop-unders, and floating creatives. For more information on how to traffic an interstitial ad, see the Rich Media Guide.

Static Click ads are used to traffic elements that are hard-coded in a website. Site traffickers can use click commands if they do not want to deliver creatives from a third party to their site. A tag in a static click ad that redirects a user to another website must contain a click-through URL (for example, http://ad.doubleclick.net/clk;1234;n?http://www.checkurl.com). The ad status of static click ads is always inactive. For more information, see Creating static and dynamic click ads (p. 69).

Dynamic Click ads are used to traffic elements that are hard-coded in a website. Dynamic click ads do not contain click-through URLs in their tags (for example, http://ad.doubleclick.net/clk;1234;n?); instead the URLs is supplied by the ad server. The default ad status of dynamic click ads is active. For more information, see Creating static and dynamic click ads (p. 69).

Tracking ads enable you to manage and report on ads served by websites that do not use DART for Advertisers to deliver ads. For more information, see Creating tracking ads (p. 71).

Default ads ensure that an ad is always available to be served. Default ads contain standard creatives and must be available to be served the entire length of the campaign. You must create a standard default ad for each site and placement size in your campaign. You must create one interstitial default

Note: The Targeting tab is only displayed for standard ads.



ad for each campaign that contains interstitial ads. For more information, see Creating Default Ads (p. 74).

Motif ads are rich media ads created using Flash and Motif templates. You load the Motif ad, the .mtf file, directly into DART for Advertisers. When creating Motif ads, you must select Standard or Interstitial as the ad type. For more information, see Creating a Motif ad (p. 78).



Understanding Delivery Criteria

Standard ads allow you to determine how the ad is served to users. Using delivery criteria, you can direct how often DART serves an ad to users. You do not need to assign delivery criteria for click or default ads.


• Types of delivery criteria (p. 63)

• How frequency affects delivery of ads (p. 63)

• How a ratio affects delivery of ads (p. 64).

Types of delivery criteria

The following types of delivery criteria are available in DART for Advertisers:

• Maximum Impressions is the maximum number of times an ad is served. Set this criterion if a specific number of impressions is purchased for a campaign.

• Ratio is a relative schedule that determines how often an ad is served. See How a ratio affects delivery of ads (p. 64) for more information.

• Priority determines which ad gets served if more than one ad meets the targeting criteria for an ad slot.

• Frequency is the number of times an ad is served to a unique user. Setting a value for frequency does not work for users who do not use or accept cookies. How frequency affects delivery of ads (p. 63)

How frequency affects delivery of ads

An ad’s frequency is the number of times an impression is served to a unique user over the length of the campaign. A unique user is a unique browser (as identified by cookie) that visits (accesses) a website. DART counts browsers, not actual people, because there is no way to determine who is using a browser at a given time. DART for Advertisers has a maximum frequency of 15. If a frequency higher than 15 is set, DART uses a frequency of 15.

You can also assign rolling frequency to an ad. Rolling frequency limits the number of times an impression of a given ad is served to a unique user over a set period of time.

If you just use frequency, a given user could reach the frequency cap for the ad within the first week of the campaign. When rolling frequency is enabled, the ad can be served again to the unique user once a set time has elapsed. For example, setting the rolling frequency to 3 for every 2 days would allow an ad to be served to a unique user again after the two-day limit has expired.

See also Using frequency with multiple creatives (p. 126).

Rolling frequency and targeting: Setting both rolling frequency and targeting an ad to a time of day reduces the number of impressions available to the ad; therefore, you should not use time of day targeting if you have a rolling frequency set for an ad. For example: an ad is targeted to the time period between 2:00 p.m. and 4:00 p.m. The frequency cap of the ad is set to 1. The rolling frequency cap is set to serve one ad every two hours.

A user receives the first ad at 3:09 p.m. and the rolling frequency cap is applied to this user at this time. The user cannot receive the ad again until 5:09 p.m. In this example, the criteria set for this ad are in conflict, and the ad servers cannot determine which criteria to deliver. If an ad with a rolling frequency cap is not delivering, ensure that the time of day targeting is not set for the ad.



How a ratio affects delivery of ads

The following figure shows the delivery ratio of a campaign containing two ads where the ad ratio is 1-to-2. An ad ratio specifies the relative schedules for ads that do not have a maximum number of impressions. Ratio is determined at the ad-level, not by the number of creatives; therefore, if you have more than one creative in an ad, a ratio serves the creatives as a group, rather than individually.

For example, if you have Ad One and Ad Two, and you set the delivery ratios of the creatives to 1 and 2 respectively, the group of three creatives in Ad Two are delivered twice as many times as the group of two creatives that comprise Ad One.

FIGURE 2. Ads with a ratio of 1-to-2



Creating Standard Ads

Standard ads are the basic DART for Advertisers ad type. For more information about the different ad types, see Ad types (p. 61).

This section discusses how to create an ad and set properties in the General tab:

• Creating a new standard ad and setting general properties (p. 65)

• Setting delivery criteria (p. 67)

• Assigning site placements (p. 68).

The General tab

The fields in the General tab for an ad include an ad name, run dates, and creative size.

Creating a new standard ad and setting general properties

To create a new standard ad and set its general properties:

Step Action

1 In the ID column in the Campaign tab, click the campaign ID.



2 Click the Ads tab.

The Ads tab is displayed.

3 Click Create.

The New Ad dialog box is displayed.

4 Select the radio button next to the Standard ad type, and click OK.

You cannot view this ad type if you do not have the appropriate permissions.

5 In the Name field, enter the name of the ad.

An ad name can contain identifying information about the ad placement, such as a description of targeting attributes, the placement size, or a description of the creatives. The ad name is displayed in campaign reports.



6 Verify the Start and End Dates, then make any necessary changes.

You can enter the Start and End Dates in the Start Date and End Date fields, or by clicking the Start and End calendar buttons and entering a date using the calendar in the Date/Time dialog box.

• The default start date is the same day the ad is created.

• The default end date is one month after the entire campaign ends.

Note:Set the start date at least one week prior to the campaign start date. This allows the sites sufficient time to test the creatives.

7 Use the Start and End Times calendar buttons to make any necessary changes to the times when the ad will start and end.

Start and End Times appear in the tab in Eastern Time (ET). However, you can input the Start and End Times according to your own local time. To do so:

• click the calendar buttons for Start and End Times

• in the Date/Time dialog box, click the Local Time radio button

• Use the arrow buttons in the Time section to enter a time (for your local time zone) when ad serving will start or end.

DART translates the local times that you input into the Date/Time dialog box into Eastern Time (ET) and displays these times in the Start and End Time fields.

Note:The default start time is one hour after the ad is created. The default end time is one minute before midnight.

8 To stop an ad on the end date, even if the ad has not met its delivery goals click the Yes radio button in the Hard Cut-Off field.

To run an ad until the delivery goals are met, click the No radio button.

9 Choose a creative size from the Creative Size drop-down list.

Only the creative sizes you selected when creating site placements are displayed. If the ad’s creative size is not displayed, ensure that all the site placements have been created for all the creative sizes in the campaign or create another site placement that includes the appropriate creative size.

Step Action



Setting delivery criteria

Delivery criteria is not required. If you do not set delivery criteria, DART for Advertisers serves the ad based on default criteria.

Step Action

1 In the General tab, click the Yes radio button in the limit field and enter a number in the Maximum Impressions field to stop serving the ad when a specific number of impressions have been served.

The default is No, therefore, do nothing if you do not want to stop the ad after a set amount of impressions.

2 Select a number from the Ratio drop-down list.

This property can only be set if there is more than one ad in a campaign. See How a ratio affects delivery of ads (p. 64) for more information.

3 Select a number from the Priority drop-down list if necessary.

Priority of 1 is the highest and 15 is the lowest.

Tip: Priority for default ads is always 16 and cannot be changed.

4 Enter the number of times you want to serve the ad to a user in the Frequency field.

Frequency determines how many times an ad is served to a unique user.

5 Set a rolling frequency that specifies the duration of the frequency cap (if necessary).

Rolling frequency is a frequency cap that expires over a specified length of time. Rolling frequency can only be used if it has been implemented in your network.

To set a rolling frequency:

i. Enter the frequency cap as described in the previous step.

ii. In the Ads served every field, enter the number of minutes, hours, days, or weeks that the frequency cap is in effect.You cannot enter fractions or negative numbers.The maximum length of time you can enter is 120 minutes, or 48 hours, or 14 days, or 12 weeks. A rolling frequency can be implemented for up to 3 months (DART assumes each month is 28 days long).

iii. Select the units for time in the drop-down list that corresponds to the value that is entered in the Ads served every field. The default value is Hours.

Note:You cannot use a rolling frequency cap in combination with Time of Day targeting. See Rolling frequency and targeting (p. 63).



Assigning site placements

An ad must be associated with at least one site placement. An ad can only be associated with a site placement of the same size. To assign an ad to a site placement:

Step Action

1 In the Ad General tab, click Edit in the Site Placements panel.

The Site Placements tab is displayed.

2 Click the check boxes for the site placements in which this ad will be served.

Only site placements that include the creative size of the ad are displayed, if the appropriate site placement is not displayed, verify the creative size in the Site Placements tab. See Adding Creative Groupings to Campaigns (p. 24).

Click Select/Deselect All to assign or remove the ad from all site placements in the campaign.

3 Click Done.

The Site Placements panel is redisplayed and the Assigned Site Placements field contains the site placements that you selected.

4 Click Submit.

You cannot submit an ad until a site placement is targeted.

An ad must still be activated before it can be served (unless it is a static click ad). See Activating and Deactivating Ads (p. 89).



Creating Click Ads

Click ads are used to traffic text links, emails, or other elements that are hard-coded on a website. A click ad allows DART for Advertisers to record the number of clicks on an ad even when DART for Advertisers does not serve the ad. This allows site traffickers who do not want to deliver creatives from a third party to their site to simply insert the click command from a click ad into their web page. There are two types of click ads: static and dynamic.

You can also create text links for tracking ads. For more information, see Creating Tracking Ads (p. 71) and Managing Multiple Creative Assignments (p. 125).


• Creating static and dynamic click ads (p. 69)

• Verifying click commands (p. 70).

Creating static and dynamic click ads

Creating a click ad is similar to creating a standard ad. However, you cannot assign delivery criteria or a creative size to a click ad, and these fields are not displayed in the click ad’s General tab.

To create a click ad:

Step Action

1 Click Create.


2 Select Dynamic click or Static Click as the ad type and click OK.




An ad name should contain identifying information about the ad. The ad name is displayed in campaign reports.

4 If you are creating a dynamic click ad, do not change the default ad status of active (green) to inactive (red) in the Ad Status field.

If you are creating a static click ad, the status defaults to inactive (red), a status that cannot be changed.








Verifying click commands

You can view and verify the accuracy of static and dynamic click commands at either the bottom of the click ad’s General tab, or in the HTML Tags tab of the click ad’s campaign.

The following figure provides an example of a dynamic click command displayed in the General tab.

FIGURE 3. Example of a dynamic click command

For dynamic click commands, the click-through URL that you enter in the Click-Through URL field when you create the ad is not appended to the click command when you submit the ad. This is because the ad server supplies the URL when the ad is served. However, for static click commands, the URL that you enter is automatically appended when you submit the ad.

Once you have verified that the click command accurately reflects your destination, provide the URL in the Click Command field to the site trafficker. This allows DART for Advertisers to record the number of times a user clicks on the ad.

6 Verify the Start and End Times, then make any changes, if necessary.

This field is required. Default times are already entered in these fields.

• The default start time is one hour after the ad is created.

• The default end time is one minute before midnight.

Note:The Start and End Times are calculated according to Eastern Standard Time (EST).

7 Enter the destination URL for users who click on the ad.

Enter the Web address into the Click-Through URL field.

Note:For static click ads, this URL is appended to the end of the generated click command when you submit the ad. For dynamic click ads, this URL is not appended when you submit the ad; instead the ad server appends the click-through URL when the ad is served.

8 Assign site placements.

All site placements are available because you do not specify a creative size for a click ad. See Assigning site placements (p. 68).

9 Click Submit.

An ad must still be activated before it can be served. See Activating and Deactivating Ads (p. 89).

Step Action



Creating Tracking Ads

Tracking ads enable you to manage and report on all the ads in a campaign in DART for Advertisers, even if the ads are not served by DART. Tracking ads can consist of creatives and tags, and are trafficked in the same way as other ad types.


• About tracking ads (p. 71)

• Creating tracking ads (p. 71)

• Deactivating tracking ads (p. 73)

• Collecting tracking ads tags (p. 73)

• Creating tracking ads (p. 71)

About tracking ads

Tracking ads enable you to manage and report on ads served by websites that do not use standard or rich media ad tag types. Consider this example. In one campaign there are five ads targeting one website, three of the ads are served by DART, and two of the ads are served by the website. You can track the performance of all five ads in DART for Advertisers by creating tracking ads for the ads served by the website.

A tracking ad consists of an impression tracker, a click tracker and any associated creative file, and are trafficked through the HTML Tags tab in DART. They are implemented by sites in a similar way as other ads. However, when DART generates DART for Advertisers ad tags for the site placements associated with the creatives in a tracking ad, DART specifies a request for a 1x1 pixel GIF instead of a call for the creatives in an ad. By using a 1x1 pixel GIF, DART does not require to serve an ad, but is able to track impressions and clicks on the tag. The creatives that are associated with this ad are served by the website.

To create a tracking ad you must create an ad, assign the site placement and associate the creative with the appropriate site placement. You cannot target tracking ads. Once the ads are created, they must be collected from the Tracking ads view of the HTML tags tab and implemented by the publisher. The publisher must add the tags to their website, and load the creatives for the ad in to the appropriate server. If the publisher that you are creating the tracking ads for has access to DART for Advertisers, they can collect the tags from the Tracking ads view of the HTML Tags tab. If they do not have access to DART for Advertisers then, you must collect the tags, and send the file to the website. For more information about how to collect the tags, see the Site’s Guide.

Creating tracking ads

The following procedure describes how to create tracking ads.

Note: Tracking ads are not third-party redirect ads.

Step Action

1 In the ID column in the Campaign tab, click the campaign ID.





2 Click the Ads tab.

The Ads tab is displayed.

3 Click Create.


4 Select the radio button next to the Tracking ad type, and click OK.

• You cannot view this ad type if this feature has not been turned on for your network.

• Once enabled, if this feature is turned off in your network you cannot book any new tracking ads, but you can deactivate the ads that are already booked. See Deactivating tracking ads (p. 73).

Note:You do not need to create a default ad when you create tracking ads (see Creating Default Ads (p. 74)).


An ad name can contain identifying information about the ad placement, such as a description of targeting attributes, the placement size, or a description of the creatives. The ad name is displayed in campaign reports.





Important: Tracking ads are deactivated after the end date of the ad, but clicks are still reported. The only way to stop a Tracking Ad from clicking through is take the ad down from the site.







8 Choose a creative size from the Creative Size drop-down list.

Remember that, an ad can only be associated with a site placement of the same size.

Note:Tracking ads are set to a hard-cut off by default.

Step Action



Deactivating tracking ads

Tracking ads are deactivated in the same way as any other ad type, see Activating and Deactivating Ads (p. 89). However, even when you deactivate tracking ads in DART for Advertisers, reporting is still available on the ad. Reporting is preserved on tracking ads, until the DART for Advertisers ad tags are removed from the website.

Collecting tracking ads tags

You can collect ad tags for tracking ads in the HTML Tags tab. Tracking ads are displayed under the site to which they are assigned. In the HTML Tags tab, you can collect the creative and the tag. For more information about how to collect tracking ads in the HTML Tags tab, see the Site’s Guide.

Tracking ad creative

There are three types of creatives available to a tracking ad:

• text

• image

• rich media

Creatives within a Tracking ad do not rotate because they are served by the site. You can create multiple creative types within the same ad. When you create a rich media creative type Tracking ad use the %i macro in the HTML code, otherwise impressions are not counted. For more information see the Knowledge Base on Macros and Trafficking.

9 Assign all available site placements.

See Assigning site placements (p. 68).

10 Create a tracking ad assignment.

See Managing Multiple Creative Assignments (p. 125).

11 Click Submit.


Step Action



Creating Default Ads

You must create a default ad for each creative size and site placement in your campaign. If for any reason DART for Advertisers cannot serve a standard ad, a default ad is served, ensuring that an ad is always served to a purchased ad slot.


• Default ad properties (p. 74)

• Creating a standard default ad (p. 74)

• Creating an interstitial default ad (p. 76).

Default ad properties

The properties for a default ad do not include delivery properties. The following figure provides an example of the properties for a default ad.

FIGURE 4. Example of properties for a default ad

Creating a standard default ad

Creating a default ad is similar to creating a standard ad; however, delivery properties such as frequency and priority cannot be assigned to default ads.

To create a standard default ad:

Step Action

1 Click Create in the Ads tab.




2 Select the Standard Default radio button.


If you have already created default ads for the placement sizes in your campaign, the Default ad type is not displayed.

3 Select a creative size and click OK.

You can only select from the creative sizes that were specified in the site placements for the campaign.

The General tab is displayed. See the Figure 4 for an example of default ad properties.


This field is required. For a default ad, the ad dates should correspond to the entire length of the campaign. This ensures an ad can be served during the entire campaign, even if no ad meets the targeting criteria.


• The default end date of the ad is based on the end date of the campaign. If the end date of the campaign is within a year from the start date of the campaign, then the default end date for the ad is one year after the start date of the campaign. If, the end date of the campaign is greater than one year from the start date of the campaign, then the campaign end date is displayed by default.







6 Assign all available site placements.

See Assigning site placements (p. 68).

7 Create an image creative assignment.


8 Click Submit.


Step Action



Creating an interstitial default ad

You must create an interstitial default ad if there are any interstitial ads being served for the campaign. For interstitial ads, impressions are counted when creatives are served (and not when the DART ad tag is called). You only need to create one interstitial default ad for each campaign that contains interstitial ads.

To create an interstitial default ad:

Note: Unlike standard default ads, interstitial default ads do not take up any space in an ad slot. Therefore, you do not need an image file associated with interstitial default ads.

Step Action

1 Click Create in the Ads tab.


2 Select the Interstitial Default radio button.

3 Click OK.

The General tab for the interstitial default ad is displayed.

4 Click the Creatives tab.

One creative is already displayed in the list of creatives.

5 Click Load.

The Interstitial tab is displayed.

6 Enter  in the Rich Media Code text box.

7 Click Done.

8 Click Submit.



Creating Motif Ads

Motif ads are rich media ads that a designer creates in Flash using a Motif template. Motif is a feature within DART applications that automates the process of creating, delivering, and trafficking rich media ads. In DART, we refer to these rich media ads created using Motif as “Motif ads”.

For more information about creating Motif ads, see the Motif User Guide for DART for Advertisers.


• Types of Motif creatives (p. 77)

• Creating a Motif ad (p. 78).

Types of Motif creatives

There are nine different types of creatives for Motif ads. Each creative type displays the Motif ad in a different way on the target website. The creative type is assigned when the designer creates the .mtf file in Flash. For more information, see Loading a Motif creative (p. 99).

The following table explains the different creative types.

TABLE 1:Motif Creative Types

Creative Type Description

Motif In-Page Flash An ad that is usually positioned at the top or bottom of a web page, in a margin, or in another space reserved for ads. A standard in-page ad is a 468 x 60 image.

Motif Floating An ad that moves around the web page and floats on top of the content of the web page.

Motif Pop-Up/Pop-Under

An ad that displays in a new browser window. The ad appears on top of or underneath the content when a user clicks a link, moves the mouse over an image, closes a browser window, and so on.

Motif In-Page Flash with Floating Flash

An ad that is a combination of two assets: an in-page Flash asset and an asset that moves around the web page and floats on top of the content of the web page.

Motif In-Page Flash with Pop-Up/Pop-Under Flash

An ad that is a combination of two assets: an in-page Flash asset and an asset that displays in a new browser window. The asset in a new browser window appears on top of or underneath the content when a user clicks a link, moves the mouse over an image, closes a browser window, and so on.

Motif In-Page Image with Floating Flash

An ad that is a combination of two assets: an in-page image asset and a floating Flash asset. For example, a GIF/JPEG image asset and a floating Flash asset (see Motif Floating (p. 77)).



Creating a Motif ad

Once the network is enabled and you have created a site and site placement, you can create a Motif ad and upload the Motif creative.

To create a Motif ad:

Motif In-Page Image with Pop-Up/Pop-Under Flash

An ad that is a combination of two assets: an in-page image asset and a pop-up/pop-under Flash asset. For example, a GIF/JPEG image asset and a pop-up Flash asset (see Motif Pop-Up/Pop-Under (p. 77)).

Motif Expandable An ad that expands when the user interacts with an ad (for example, by clicking or mousing over it). The ad can expand in any direction and either collapses when the user interacts with it again or takes the user to the target website. An expandable Motif ad consists of one fixed Flash image.

Motif Interstitial Redirect

An ad that is a rich media ad that can be a pop-up, pop-under, or floating Flash ad that is served by DART, but stored on a third-party ad server.

TABLE 1:Motif Creative Types

Creative Type Description

Step Action

1 Select the Ads tab for a campaign in the Trafficking module.

2 Click Create.

The New Ad window opens.

3 Select Standard or Interstitial as the ad type.

4 Select the Publisher pays Motif ad check box and click OK.


Note:If you, the advertiser or agency, are paying for serving the Motif ad, do not select this check box.

5 Enter the general information about the ad.

6 Click Edit in the Site Placements section.

The Site Placements tab opens.

7 Select site placements for the ad and click Done.

8 Click Submit.

The Motif ad is created. Now you load the creative. (For more information, see Loading a Motif creative (p. 99).)



Creating Interstitial Ads

Interstitial ads are ads with creatives that cannot be served in a traditional ad slot or plug-in, such as pop-up/pop-unders, Unicast Superstitials, and floating ads. For interstitial ads, impressions are counted when creatives are served (and not when the DART ad tag is called).

Once you have enabled the site to accept interstitial ads (see the Administrator’s Guide), created an interstitial site placement (see Creating Site Placements (p. 36)), and created an interstitial default ad for the campaign (see Creating an interstitial default ad (p. 76)), you can create an interstitial ad. For more information about trafficking interstitial ads, see the Rich Media Guide

To create an interstitial ad:

Step Action

1 Select the Ads tab for a campaign in the Trafficking module.

2 Click Create.

The New Ad window opens.

3 Select Interstitial as the ad type.

4 If this will be a Motif ad, select the Publisher pays Motif ad check box and click OK.


Note:If you, the advertiser or agency, are paying for serving the Motif ad, do not select this check box.

5 Enter the general information about the ad.

6 Click Edit in the Site Placements section.

The Site Placements tab opens.

7 Select site placements for the ad and click Done.

Note:You are only able to target interstitial site placements for interstitial ads (see Creating Site Placements (p. 36)).

8 Click Submit.

The interstitial ad is created. You can now load creatives. For more information about loading creatives for interstitial ads and trafficking interstitial ads, see the Rich Media Guide.



Working with Ads

Once you have created ads for a campaign, you can use the different views of the Ads tab to edit ads. Using the Date Range, Keyword Targeting and Delivery views, you can assign properties to multiple ads. You can also view, duplicate, and delete existing ads in these views.


• Editing ads using the Date Range view (p. 80)

• Editing ads using the Keyword Targeting view (p. 81)

• Editing ads using the Delivery view (p. 82)

• Duplicating ads (p. 83)

• Deleting ads (p. 85).

Editing ads using the Date Range view

In the Date Range view, you can view the start/end dates and start/end times for every ad in the campaign. You can edit the dates and times for one or more ads.

To edit ads using the Date Range view of the Ads tab:

Note: To run a query tool report for your ad, click the Access ReportCentral link at the top of the Ad tab. The scope of the report is set to the advertiser, campaign and ad that you were viewing. See the online help for ReportCentral for more information on query tool reports.

Step Action

1 In the Ads tab, select Date Range from the Views drop-down list.

The Date Range view is displayed, see the figure above for an example of the Date Range view of the Ads tab.


You can also set the Start/End Dates






Editing ads using the Keyword Targeting view

The Keyword Targeting view of the Ads tab displays any keywords to which an ad is targeted. The following figure and table explain the Keyword Targeting view of the Ads tab. Click and default ads are not displayed in the Keyword Targeting view.

FIGURE 5. Keyword Targeting view of the Ads tab

To edit ads using the Keyword Targeting view of the Ads tab:

3 Verify the Start and End Times, then make any necessary changes.




Note:The Start and End Times are calculated according to Eastern Time (ET). TO edit the Start and End Times using times for your local time zone, go to the the Delivery tab for your ad and use the calendar control. For more information, see Setting delivery criteria (p. 67).

4 Click Submit.

You can also click the link in the ID column to make changes to an individual ad.

Step Action

Step Action

1 In the Ads tab, select Keyword Targeting from the Views drop-down list.

The Keyword Targeting view is displayed, see the figure above for an example of the Keyword Targeting view of the Ads tab.



Editing ads using the Delivery view

The Delivery view of the Ads tab displays the ratio and any impression limit assigned to an ad, and the option to set a hard cutoff date. The following figure and table explain the Delivery view of the Ads tab. Click and default ads are not displayed in the Delivery view.

FIGURE 6. The Delivery view of the Ads tab

To modify ads using the Delivery view:

2 Enter the keywords to target.

• Separate each keyword with a comma, see Specialized characters that have targeting functions (p. 154).

• You do not need to enter the key (kw=).

• Do not duplicate keywords. For example, do not enter books, magazines, books.

3 Click Submit.


Step Action

Step Action

1 In the Ads tab, select Delivery from the Views drop-down list.

The Delivery view is displayed. See the figure above for an example of this view.

2 To stop serving the ad when DART serves a specific number of impressions, enable the Limit check box and enter a number in the Max. Imps column.



Duplicating ads

You can duplicate ads in the current campaign, or in another campaign.

Duplicating an ad for the current campaign: You can duplicate any type of ad using the duplicate function in DART for Advertisers. The maximum number of times you can duplicate an ad is 100.

To duplicate an ad in the current campaign:

3 To stop serving ads at the end date and time, even if DART does not meet an ad’s delivery goals, enable the Hard Cutoff check box.

To enable DART to serve an ad up to the specified maximum impressions, or until you remove an ad, deselect the Hard Cutoff check box.

4 Select the number of times you want to comparatively serve each ad from drop-down list in the Ratio column.

This property can only be set if there is more than one ad in a campaign and you must select a number for each ad. See How a ratio affects delivery of ads (p. 64) for more information.

5 Set Ad Priority.

6 Click Submit.


Step Action

Step Action

1 Highlight the ad that you want to duplicate.

To highlight the ad, click on the selection diamond next to the ad ID.

2 Click Duplicate.

The Duplicate Ads - Web Page Dialog is displayed.

3 Check the Current Campaign radio button.

4 Enter the number of times that you want to duplicate the ad.

The maximum number of times an ad can be duplicated is 100.

5 Click Done.

The original ad name is copied to the duplicate ad and is displayed on the Ads tab with the ID, New X. You can keep the same ad name or modify it. A unique ad ID is system-generated once you Submit the ad.



Duplicating ads for other campaigns: You can only duplicate ads in one campaign at a time. If you want to duplicate ads for multiple campaigns, you must perform the process described below separately for each campaign.

To duplicate ads for other campaigns:

6 Modify the properties of the ad.

You can change any of the properties of the ad. See Creating a new standard ad and setting general properties (p. 65).

7 Click Submit to save the changes.

See also, Activating and Deactivating Ads (p. 89).

Step Action

1 Highlight the ad that you want to duplicate.

To highlight the ad, click on the selection diamond next to the ad ID.

2 Click Duplicate.

The Duplicate Ads - Web Page Dialog is displayed.

3 Click the Other Campaign radio button.

4 Enter the number of times that you want to duplicate the ad.

The maximum number of times an ad can be duplicated is 100.

5 Search for the campaign where you want to duplicate the ad.

Search by the Name or ID of a campaign, and click Go.

6 Select the campaign that you need.

To select the campaign, enable the radio button next to the campaign ID.

7 Click Done.

The original ad name is copied to the duplicate ad and is displayed with the ID, New X, on the Ads tab of the campaign that you selected . You can keep the same ad name or modify it. A unique ad ID is system-generated once you Submit the ad.

8 Modify the properties of the ad.

You can change any of the properties of the duplicate ad. See Creating a new standard ad and setting general properties (p. 65).

9 Click Submit to save the changes.

See also Activating and Deactivating Ads (p. 89).

Step Action



Deleting ads

You can only delete ads if no impressions have been delivered. Once impressions have been delivered, the ad must remain in the database.

To delete ads:

Step Action

1 In the Ads tab, select the ads you want to delete.

To select an ad, click the corresponding selection diamond. The ad is selected if the selection diamond turns yellow.

2 Click the Delete button.

All items that were selected are deleted and no longer displayed.

Note: To avoid reporting and accounting errors, DART does not allow you to delete ads once they have been approved (the traffic light toggled to green). See also Ad status (p. 89).



Reviewing Ads

Once you have created ads for a campaign, you can use the Views drop-down list in the Ads tab to review the ads. In the Ads List and Summary view of ads, you can view, download, or print summary information about the ads in a campaign. In the Creative Groups view you can view and download the information about the ads in a campaign. You can also sort, duplicate, and delete existing ads depending on the view.


• Ads List view (p. 86)

• Summary view (p. 87)

• Creative groups view (p. 88).

Ads List view

The Ads List view displays a list of the ads in a campaign, the ad type, and the ad status. The figure and table below explain the Ads List view of the Ads tab. The Ad List view allows you to edit the name of an ad when duplicating ads.

FIGURE 7. Ads List view of the Ads tab

TABLE 2:Columns in the Ads List view of the Ads tab

Column Description

ID The identification number of the ad. This number is automatically assigned when the ad is created. Click the ID to access the ad.

Type The type of ad. See Ad types (p. 61) for more information.

Ad The name of the ad.


• a green light means that the ad is approved

• a red light means that the ad has not been approved.




Summary view

The Summary view displays a list of the basic properties for all ads. There are no editable fields in this view, however, you can download the summary in a CSV file. The following table explains the columns in the Summary view of the Ads tab.

FIGURE 8. Ads Summary view

TABLE 3:Columns in the Summary view of the Ads tab

Column Description





• a green light means that the ad is approved

• a red light means that the ad has not been approved.


Booked Imps If a maximum number of impressions is chosen in the Ad Delivery tab, that number is displayed here.

Impressions The number of impressions that have been delivered to date.

Clicks The number of times that someone has clicked on the ad to date.

Click Rate The percentage of impressions that resulted in users clicking on an ad. The click rate is calculated as:

(Clicks / Impressions) x 100%

The click rate is updated nightly.

Start The initial date the ad is served in mm/dd/yyyy format.



Creative groups view

The Creative Groups view of the Ads tab displays the creative in the ad, and the groupings set for each creative. You can use the Creative Groups view to ensure that each creative in the ad is assigned to the correct group.

FIGURE 9. Creative Groups view

End The end date for the ad in mm/dd/yyyy format.

TABLE 3:Columns in the Summary view of the Ads tab

Column Description

TABLE 4:Columns in the Creative Groups view of the Ads tab

Column Description




Creative Click on the thumbnail of the creative to displayed the image. The file name is displayed next to the thumbnail of the image.

Creative Groups 1 The name of the creative group set for this ad. Creative groups are set in the Creatives tab.

You cannot change the creative group that is set for the ad in this view. To change the creative group set for this ad, click on the ad ID, and then click on the Creatives tab. Select a new creative group from the drop-down list of available groups in this campaign.

For more information about adding creative groups for a campaign, see Adding Creative Groupings to Campaigns (p. 24).

Creative Groups 2



Activating and Deactivating Ads

Once an ad has been trafficked and you are confident that the settings for the criteria are correct, activate the ad. Once the ad is activated, it can be delivered to users by the ad servers.

The status of an ad indicates whether or not the ad is running. This section describes the different ad statuses, what happens when an ad stops running, and the consequences of deactivating an active ad. It discusses the following topics:

• Ad status (p. 89)

• Activating an ad (p. 90)

• Changing an ad’s status (p. 90)

• Permanently deactivated ads (p. 90).

Ad status

Traffic light icons are used to indicate the status of an ad.

Note: You can have a maximum of 10,000 ads being actively served in DART for Advertisers.

TABLE 5:Ad status icons

Status

Description

Active (green light).

The advertiser’s credit and approval have been verified and the ad is running or ready to run.

Active Not Yet Submitted (green light).

The advertiser’s credit and approval have been verified and the ad is ready to run, but has not yet been submitted.

Inactive (red light).

This ad is either:

• on hold and is not running in the system, but can be activated at a later time.

An ad can be on hold because it is:

- booked but not yet approved

- an active ad that has been manually deactivated by a user with an appropriate permission (usually a site manager, network administrator, or lead trafficker).

• stopped because the ad has finished running the campaign (met the impression or click goal or a hard cut-off date was used and the end date has been reached).



Activating an ad

For impressions of an ad to be served, the ad must be activated, and not passed the end date set on the General tab. Before activating the ad, ensure that all the properties, such as targeting, content and creative details, are correct.

To activate an ad:

Changing an ad’s status

To toggle between active and inactive status, click the traffic light icon. However, you cannot activate an ad if:

• there is no creative assignment for the ad

• it is permanently deactivated (see Permanently deactivated ads (p. 90))

• it is a static click ad

• you do not have the appropriate permissions. Permission to activate and deactivate ads is usually assigned to a network administrator, site administrator, or lead trafficker.

Permanently deactivated ads

Ads are permanently deactivated when:

• the ad has reached its impression goal

• the ad has reached its click goal

• a hard date cut-off was specified and the ad’s end date has been reached.

Important: Once an ad has been permanently deactivated, you cannot reactivate it.

How the deactivation process works:

Step Action

1 In the General tab, click the traffic light icon until it turns green.

Before you submit the ad, the traffic light icon is displayed with a blue border.

When the ad is created, the traffic light in the Approval Status field defaults to red indicating that the ad is not activated.

2 Click Submit.

The ad is now activated and start to be delivered on the start date.

Stage Description

1 An ad stops running because it has either reached its impression or click goal, or because a hard cut-off was specified and the ad’s end date has been reached.

2 The ad is automatically deactivated on the seventh day after it stops running.



3 The comment Deactivated due to ad completion is automatically inserted in the Comment field of the General tab for the ad.

Stage Description


DFA Trafficking Guide Managing Creative Assignments

MANAGING CREATIVE ASSIGNMENTS

There are eight different types of creative assignments supported by DART. This section does not discuss rich media assignments except for Motif assignments because they are trafficked in the same way as standard ads. For more information about rich media assignments (for interstitial ads, for example), see the Rich Media Guide.

This section also discusses the different types of creatives and how to assign creatives to ads.


• Understanding Creative Assignments (p. 93)

• Managing Image Assignments (p. 97)

• Setting Up Reporting for Motif Ads (p. 102)

• Managing Third-Party Redirect Assignments (p. 117)

• Managing Internal Redirect Assignments (p. 120)

• Managing Tracking Creative Assignments (p. 122)

• Managing Multiple Creative Assignments (p. 125)

• Using Ad Server Macros in Ads (p. 127)

• Modifying Creative Assignments (p. 130).



Understanding Creative Assignments

Creative assignments contain all the graphic or textual properties of an ad. This section discusses the different properties in a creative assignment and the different types of assignments available in DART for Advertisers.


• What is a creative assignment? (p. 93)

• Example assignment (p. 94)

• Assignment types (p. 95).

What is a creative assignment?

Creative assignments are the placeholders of a creative in an ad. The assignment specifies the attributes of a creative. The following table discusses the different components that comprise a creative assignment.

TABLE 1:Attributes of creative assignments

Attribute Explanation

Type The type of creative in the assignment. See Assignment types (p. 95).

Status The status of a creative assignment. The default value is Active.

Rotation weight or sequence The rotation properties if the ad contains more than one assignment. See Managing Multiple Creative Assignments (p. 125).

Alternative text Text that is displayed while the image loads or if an image cannot be served to a user.

Click-Through URL The URL to which the user is sent when he or she clicks on an ad. This field is required for some ad types, but not for others.

Creative Grouping The group set for the creative. There are two creative groups per assignment. You can set different groups for each of the Creative Group fields in the assignment. You can also set different creative groups for every assignment in the ad. For example, if you have five assignments in the Creatives tab, each containing an image file, you can set a different creative grouping for each of the assignments.

See Adding Creative Groupings to Campaigns (p. 24).



Example assignment

The following figure shows an image creative assignment. The properties for assignments vary depending on the type of assignment.

Enable Optimizer The check box indicates that the creatives in the ad can be automatically optimized to ensure that the creative with the greatest response from users is served most often.

See Optimizing Campaigns (p. 30).

File name The name of the assignment. For image or rich media assignments, this field is the name of the creative file.

See Rules for creatives’ file names (p. 98).

File Size The Size field indicates the file size of the creative in kilobytes. The maximum file size that can be uploaded to DART can vary depending on the details of your contract with DoubleClick. Normally, file sizes over 12K are considered by DART to be large files sizes and incur additional charges (this can vary depending on your contract). However, your network can be enabled to accept smaller and larger file sizes. DART can accept file sizes up to 100K.

Redirect URL for image The location where the image for a redirect assignment is stored.

See Managing Third-Party Redirect Assignments (p. 117) and Managing Internal Redirect Assignments (p. 120).

Version The version number that indicates if the file has been modified or replaced.

See Replacing files (p. 130).

TABLE 1:Attributes of creative assignments

Attribute Explanation



FIGURE 1. A image assignment

Assignment types

Note: You can create a maximum of 64 assignments. If you are using the rotation feature in DART for Advertisers make sure that the number of assignments that you create does not exceed the limits applied to rotation types. See Managing Multiple Creative Assignments (p. 125).



There are several types of assignments supported by DART. The assignments for each creative type contains slightly different fields. For more information about rich media assignments (for interstitial ads, for example), see the Rich Media Guide.

Image: An image assignment contains a standard image file uploaded to DART. This can be a GIF, an animated GIF, or a JPEG. For more information, see Managing Image Assignments (p. 97).

Redirect: A redirect assignment is served by DART but stored on third-party ad server. The DART ad servers receive the request for an ad and determine which ad to send, then redirect the request to the third-party ad server, which serves the ad. For more information, see Managing Third-Party Redirect Assignments (p. 117).

Internal redirect: Internal redirects assignments are used to serve ads between two DART-enabled advertisers, either in the same or different networks. For more information, see Managing Internal Redirect Assignments (p. 120).

Rich media: Rich media assignments consist of creatives that use advanced technology such as scripts (for example, JavaScript), animation, audio, or video (for example, Shockwave, RealVideo, RealAudio, and Apple QuickTime). For more information about developing and trafficking rich media, see the Rich Media Guide.

Motif: A Motif assignment consists of specific types of rich media that are created using Macromedia Flash. For more information, see Types of Motif creatives (p. 77).

Tracking text: Tracking text assignments are used to create tracking ads for text links. A text link is an ad that consists of text only, which is usually hypertext and not an image.

Tracking image: Tracking image assignments are used to create tracking ads for a standard image files.

Tracking rich media: Tracking rich media assignments are used to create tracking ads which contain rich media assets. Rich media assets are different files, such as code and images, that make up a rich media creative. For more information about tracking rich media assignments, see the Rich Media Guide.



Managing Image Assignments

Image assignments contain a standard image file; such as a GIF, an animated GIF, or a JPEG. This section discusses the following topics:

• Create an image assignment (p. 97)

• Rules for creatives’ file names (p. 98)

• Loading creatives from the Creatives Inbox (p. 98)

• Loading a Motif creative (p. 99)

• Uploading an image file (p. 101).

Create an image assignment

To create an image assignment:

Step Action

1 In the Creative tab, click Create.

The New Creative dialog box is displayed.

2 Select Image and click OK.

There are several choices: Image, Redirect, Internal Redirect, Motif, and Rich Media. See Understanding Creative Assignments (p. 93).

The Creative tab is redisplayed with the appropriate assignment type.

3 Upload the image.

See Uploading an image file (p. 101) or Loading creatives from the Creatives Inbox (p. 98).

4 In the Image Alt. Text field, enter text.

The Image Alt. Text is displayed while the image loads or if an image cannot be served to a user.

5 In the Click-Through URL field, specify the appropriate web address

The Click-Through URL is the location to which you want to direct a user when he or she clicks on your ad. This field is required.



Rules for creatives’ file names

When you upload a creative to DART for Advertisers, you must follow certain rules regarding file names. When a GIF image is uploaded DART automatically appends the advertiser ID number to the image file; however, the advertiser ID is not displayed in the Creative tab.

Important: You must ensure that the file name is unique for each different image, because DART for Advertisers allows you to upload images with the same file name to the same advertiser overwriting the initial image.

Filenames:

• must be saved using the standard convention of a name followed by a period (.) and one three- or four-letter extension (for example, abcdefg3.gif or abcdefg3.jpeg)

• cannot have more than 255 characters

• can only contain digits, letters or the following characters: + - = _

• cannot contain the following special characters: / \ " ' * | ! ? ~ $ < >

• cannot contain double-byte characters.

- If you use accented characters, DART for Advertisers removes the accents when you upload a file (for example, café.gif becomes cafe.gif).

Loading creatives from the Creatives Inbox

The creatives inbox is the inbox for an email account where you can receive creatives for your campaign. For example, an external production staff can submit finished creatives to your creative

6 Specify to which groups this creative belongs.

You can set two groups for each assignment: Creative Group 1 and Creative Group 2. Each group is independent from the other. To set a grouping for a creative, select the name of the group from the drop-down list in the fields, Creative Group 1 or Creative Group 2.

You are not required to set a creative group. The default value for each group is None, and you can reset a group to None at any time.

The value of a creative group can also be reset to None in the Creative Grouping section of the campaign Properties tab. See Unassigning and deleting group names (p. 28).

If you do not see the creative group that you want to set, ensure that the group is assigned to this campaign. See Adding and assigning groups (p. 26).

7 If your ad contains multiple creatives, specify rotation properties for the assignments.

See Assigning rotation properties (p. 126).

8 Click Submit.


Step Action



email account. The email account for the creatives inbox is the address created by the network administrator in the Advertisers module. For more information on setting up a creative email account, see the Administrator’s Guide.

To load an image from the Creative Inbox:

Loading a Motif creative

Once you have created an ad you can load a Motif creative. After you have loaded the .mtf file, you can preview the Motif ad to see if it will run correctly. Previewing the ad allows you to see if there is anything you want to change before you submit the ad. After you submit the ad, and if the Motif creative has custom events associated with it, you can preview the ad again to see if these custom events are being triggered and logged correctly (see Previewing custom events (p. 112)).

FIGURE 2. Creatives tab where you upload the .mtf file

Step Action

1 Click the Creatives Inbox button.

The Creative Mail window is displayed.

2 Find the email with the creative you need and click the Subject line.

The email message is displayed.

Note:To ensure you have the most recent list of emails, click Refresh.

3 Drag and drop the creative into the Preview field in the creative assignment.

Before you drop the creative, this field displays the text, Drop the image here

Once dropped, a thumbnail of the image is displayed, and the File Name and the File Size (in bytes) fields are populated.



To load a Motif creative:

After you load an .mtf file, the Type field changes to reflect the creative type of the Motif ad. For more information, see Types of Motif creatives (p. 77).

Step Action

1 Click the Creatives tab in the Trafficking module.

The Creatives tab opens.

2 Click Create.

The New Creative window opens.

3 Select Motif or Motif Interstitial as the type of creative and click OK.

4 Click Load in the Creatives tab.

The Load File window opens.

Note:You cannot load a floating, pop-up, or pop-under creative for a non-interstitial ad. You must select Interstitial as the ad type for the ad. If you attempt to load a floating, pop-up, or pop-under creative for a non-interstitial ad, an error results.

5 Browse to the place where you stored the .mtf file, then click Open.

The path appears in the File Name field.

6 Click Load File.

Note:The file is loaded and the Motif creative type is displayed in the Type field.

7 Click Preview in the Creatives tab.

A preview of the ad is displayed.

Note:If the ad contains creatives with custom events, you can verify that these events will be triggered and logged correctly (see Previewing custom events (p. 112)).

8 Click Details in the Creatives tab and change any of the properties, then click Done.

You can change attributes of the Motif ad such as background color and the height and width of the ad. (For more information, see Editing the details of the Motif ad (p. 107).) You can also edit custom metrics for the ad by clicking the Events tab. (For more information, see Custom metrics (p. 103).)

9 Click Submit to load the .mtf file.

You can change details of the ad after you preview it.



FIGURE 3. Creatives tab when an .mtf file is loaded

Uploading an image file

To upload creatives:

For more information, see Managing Tracking Creative Assignments (p. 122).

Motif creative type

Step Action

1 In the creative assignment, click Load.

The Load File dialog box is displayed.

2 Click Browse to search for the file.

If you know the file name and location of the file, you can type the path into the File Name field.

See Rules for creatives’ file names (p. 98) for more information about appropriate file names.

3 Click Load File.

The Creatives tab is redisplayed with a preview image of the creative.



Setting Up Reporting for Motif Ads

This section describes the reporting statistics collected on Motif ads and how to view and edit details and events of Motif ads so that they can be reported on.


• What are audience interactive metrics? (p. 102)

• Editing the details of the Motif ad (p. 107)

• Previewing custom events (p. 112).

What are audience interactive metrics?

Audience interactive metrics measure the performance of Motif ads by tracking information about how the user interacts with the Motif ad. The designer specifies these metrics in the Links and Descriptions layer of the Motif template when the designer creates the ad in Flash. There are two types of metrics: standard and custom.

• Standard metrics require no additional work by a designer to be enabled. Standard metrics are automatically measured and reported on. For more information, see Standard metrics (p. 102).

• Custom metrics can be enabled by a designer using the Macromedia Flash Motif Ad Kit. Custom metrics can measure up to 30 unique user interactions per creative that the user has with the Motif ad. You can change some of these metrics in the Events tabs of the Motif ad. For more information, see Custom metrics (p. 103).

After you load and preview the Motif ad in the Creatives tab, you can edit certain metrics by clicking the Details button. DART for Advertisers users can report on these metrics in ReportCentral. For more information, see the Reporting Guide.

Standard metrics: The standard metrics, explained in more detail in the table below, are automatically measured and reported on.

TABLE 2:Types of audience interactive metrics

Metric Description

Average Display Time The average amount of time that each Motif ad is displayed to users.

For ads with multiple assets (for example, a Motif in-page image with floating Flash ad), the display time is only counted for the out-of-banner asset.

Note:Any display times that exceed several minutes are not reported on. This rule prevents skewed results for average display time in reporting.



Custom metrics: There are four types of custom metrics (also referred to as custom events). The designer can create up to 30 instances of these metrics per creative to track and report on; these metrics can be any type or any combination of the four types. Custom metrics can be created and added only when the designer creates the .mtf file. However, once a metric has been assigned to an

Average Interactive Time The average amount of time, in seconds, that a user interacts with an ad. An interaction is any mouse movement that a user performs over an ad (for example, clicking an ad or positioning the cursor over a specific part of the ad).

Multiple interactions with an ad during a single ad view are aggregated.

Code-Serves The number of times that the code for an interstitial ad is served by an ad server to a user’s browser. This number can be greater than or equal to the number of impressions delivered because, in some cases, the code for an interstitial ad is served to a user’s browser, but the ad is not displayed to the user.

Therefore, the code can be served without an impression being counted because the user never views the interstitial ad. You can compare this metric to the total number of delivered impressions to determine how many users are viewing the Motif ad in its entirety.

This metric is presented as a total number in reporting.

Interactive Impressions Delivered

The number of times that a Motif ad is fully displayed and a user has interacted with it (the interactive time is greater than zero).

You can use this metric together with the Impressions Delivered metric to calculate an ad interaction rate. For example, 10 interactive impressions delivered out of 100 impressions delivered means that 10 percent of users interact with the ad.

TABLE 2:Types of audience interactive metrics

Metric Description



ad, you can modify the properties of the metric. These custom events are explained in more detail in the table below.

TABLE 3:Types of custom metrics

Metric type Description

Exit Links The number of click-throughs generated by a Motif ad. The Exit Links section of the Events tab in the DART application displays the name and description of the exit event, the click-through URL, and the target or type of creative.

Note:Multiple exit links within a creative can be reported on separately. However, each exit link counts toward the overall click-through rate of the creative.

If the click-through URL opens in a pop-up window, you can view the properties of the pop-up window set by the Flash designer. You can also customize these properties by overriding the Flash designer’s settings. For more information, see Viewing and overriding pop-up window properties for exit links (p. 105).

There is one alternate image for all exit link events (details for this backup image are displayed in the Alternate Image section at the bottom of the Events tab). If a non-interstitial creative that contains exit links cannot be served to a user’s browser for some reason, the alternate image specified in this section is automatically served in its place.

You can specify one destination URL that a user accesses if the alternate image is served and the user clicks that image. You can also specify the name and target for this exit link event.

Event Counters The number of times that a user interacts with any part of a Motif ad in any way (for example, mouse-overs, mouse-outs, click-ins, data loading, keyboard entries, drags, scrolling, and so on). Anything that can be captured by Flash can be recorded as a counter event.

This metric is presented as a total number in reporting. A single creative can have multiple counter events.



Viewing and overriding pop-up window properties for exit links: Flash designers can specify whether or not the click-through URL of an exit link opens in a pop-up window. The designer can also specify the properties (width, height, scrollbars, and so on) of the pop-up window. When a Flash designer specifies these properties, they are automatically reflected in the Exit Links section of the DART application for each exit link.

You can override any of the properties set by the Flash designer in DART. The following table describes the properties that you can customize for pop-up windows generated by clicking exit links.

Timer Events The time during which users view and interact with a Motif ad.

A creative can have multiple timer events with each event timed independently of each other.

Load Movies The number of times that a child movie is loaded from a parent Flash file. Some ads have additional files that are loaded from a main .swf file. The additional files are the child movies; the main .swf file is the parent Flash file.

Designers often use parent Flash files and child movies to create bandwidth-friendly ads that download in progressive stages. This metric is presented as a total number in reporting.

The Load Movies section of the Events tab includes the name and description of the load event, the file name of the movie (the .swf file), and the target layer.

Note: The following properties are only displayed in the Exit Links section in DART if the Pop-Up check box is selected. If you deselect the Pop-Up check box, the pop-up window properties are hidden and the Target field is enabled. You must specify a target (_blank, _top, and so on) if the Pop-Up check box is deselected.

The pop-up window properties are automatically populated with the values specified by the Flash designer.

TABLE 4:Pop-up window properties for exit links

Property Description

Width The width of the pop-up window in pixels. The width must be greater than or equal to 100 pixels.

TABLE 3:Types of custom metrics

Metric type Description



Viewing custom metrics in the DART application: In the Events tab you can view and change the custom metrics that the designer assigned in Flash.

Height The height of the pop-up window in pixels. The height must be greater than or equal to 100 pixels.

Top The distance of the pop-up window, in pixels, from the top edge of the web page.

You can enter any value between -2000 and 2000.

Left The distance of the pop-up window, in pixels, from the left edge of the web page.


Displayed Window Properties

The standard components of a window that you want to include in the pop-up window. Select the check box for each component that you want to include. The possible components are:

• Address Bar

• Menu Bar

• Status Bar

• Tool Bar

• Scrollbars.

TABLE 4:Pop-up window properties for exit links

Property Description



FIGURE 4. Events tab of a Motif ad

Editing the details of the Motif ad

After you load the creative, you can click the Details button to edit some of the properties of the Motif ad that were initially set by the designer of the Flash creative. These properties are displayed in the Motif tab. If you click the Events tab, you can edit some of the audience interactive metric (see What are audience interactive metrics? (p. 102)).

Note: The Events tab includes a Survey URL field. A survey URL is a URL that calls a survey to accompany an ad. For example, when a creative is served for an ad, an accompanying survey may also be served in another pop-up window next to the creative.

This URL is provided by and used by vendors such as Dynamic Logic, Insight Express etc. This URL allows them to match the creative ID of an ad to a survey questionnaire. The survey is served to a sample of users and the results from the survey are used to correlate branding metrics with specific creatives.



FIGURE 5. Details of a floating Motif ad

General and position properties: The properties that are displayed are determined by the type of Flash creative that you load into the ad (for example, floating, expanding, pop-up/under, and so forth). The table below explains the properties that you can edit.

TABLE 5:General properties of Motif ads

Field Description

BGColor The background color of the Motif ad. The values of the background color are hexadecimal numbers.

WMode The appearance of the Motif ad. You can select Opaque, Transparent, or Window.

Width The width, in pixels, of the Motif ad. (For expanding ads, this is the width of the ad when it is collapsed.)

Height The height, in pixels, of the Motif ad. (For expanding ads, this is the height of the ad when it is collapsed.)

Expand Width

The width, in pixels, of the Motif ad when it is expanded.



You can also change the position of the Motif ad.

Expand Height

The height, in pixels, of the Motif ad when it is expanded.

Alt Text Text that is displayed while the image loads or if an image cannot be served to a user.

Window Type For pop-up/under ads, the type of window in which the ad is displayed. You can select either Pop-up or Pop-under.

Top For pop-up/under ads, the distance of the pop-up/under window, in pixels, from the top edge of the web page in the user’s browser window.


Left For pop-up/under ads, the distance of the pop-up/under window, in pixels, from the left edge of the web page in the user’s browser window.


Window Title The title that is displayed at the top of the pop-up/under window.

Show The standard components of a window that you want to include in the pop-up/under window. Select the check box for each component that you want to include. The possible components are:

• Address Bar

• Menu Bar

• Status Bar

• Tool Bar.

TABLE 6:Position properties of Motif ads

Field Description

Z-index The order in which assets are stacked above one another on a web page. An asset that has a higher Z-index value is displayed above an asset with a lower Z-index value.

Offsets The distance of the ad (for non-floating ads), in pixels, from the top, bottom, left, and right edges of the web page. You cannot edit offsets.

TABLE 5:General properties of Motif ads

Field Description



Top For floating ads, the distance of the ad, in pixels or as a percentage, from the top edge of the web page in the user’s browser window.

You can use percent values to specify the position of a floating ad relative to a user’s settings. For example, if a user’s screen resolution for the browser window is 1024 x 768, and you enter 50 percent in this field, the top edge of the floating ad is positioned 384 pixels from the top edge of the web page in the browser window (because 384 is 50 percent of 768).

Similarly, if you enter -400 percent in this field, the top edge of the floating ad is positioned 3072 pixels above the top edge of the web page in the browser window (because 768 x 4 = 3072).

The advantage of using a percent value is that you can position your floating ad in the same relative position in a user’s browser window no matter what the user’s screen resolution or size is for the browser window.

You can enter any value between -2000 and 2000 (this is true whether you select the Pixels or Percent radio button).

Note:You do not have to select the Pixels or Percent radio button for both the Top and Left fields; you can select the Pixels radio button for one field and the Percent radio button for the other and vice versa.

Left For floating ads, the distance of the ad, in pixels or as a percentage, from the left edge of the web page in the user’s browser window.

You can use percent values to specify the position of a floating ad relative to a user’s settings. For example, if a user’s screen resolution for the browser window is 1024 x 768, and you enter 50 percent in this field, the left edge of the floating ad is positioned 512 pixels from the left edge of the web page in the browser window (because 512 is 50 percent of 1024).

Similarly, if you enter -400 percent in this field, the left edge of the floating ad is positioned 4096 pixels from the left edge of the web page in the browser window (because 1024 x 4 = 4096).

The advantage of using a percent value is that you can position your floating ad in the same relative position in a user’s browser window no matter what the user’s screen resolution or size is for the browser window.

You can enter any value between -2000 and 2000 (this is true whether you select the Pixels or Percent radio button).

Note:You do not have to select the Pixels or Percent radio button for both the Top and Left fields; you can select the Pixels radio button for one field and the Percent radio button for the other and vice versa.

TABLE 6:Position properties of Motif ads

Field Description



Display properties: You can also change how the Motif ad is displayed.

Alternate Image section: This section displays a preview of the alternate image that is served to a user’s browser if the intended creative cannot be served. Alternate images are only applicable to non-interstitial ads. Interstitial ads do not require alternate images. Therefore, floating and pop-up/under ads do not need alternate images specified for them.

You can change the alternate image in this section. To do, click Load, browse to the location where you stored the correct alternate image file, and then click Load File. A preview of the newly uploaded file is displayed. The Name and Size of the alternate image file is also displayed.

The ability to change the alternate image that is loaded in DART is beneficial because Flash designers often send Motif packages with an incorrect or blank alternate image (because they often do not have the correct backup image when sending the Motif package). Therefore, Flash designers would often have to include the correct alternate image at a later date in the Motif package and resend the entire package to you again. This feature enables you to simply change the alternate image yourself.

Children section: This section displays the Flash file name of each child movie in the ad, as well as the size of each file. Child movies are additional files in an ad that are loaded from a main .swf file. The main .swf file is the parent Flash file. Designers often use parent Flash files and child movies to create bandwidth-friendly ads that download in progressive stages.

TABLE 7:Display properties of Motif ads

Field Description

Start The amount of time, in seconds, that it takes the Motif ad to start running from the time an Internet visitor accesses the page on which the Motif ad is served.

Duration The amount of time during a visit, in seconds, the Motif ad runs on the site.

Do not display

These check boxes enable you to prevent the following components of a page from displaying while the Motif ad is displayed to users:

• Scrollbars

• Iframes

• Selection boxes

• Flash objects

• Java applets.

If you select the Flash Objects check box, objects (including Flash movies and all other objects) embedded in the <OBJECT> and <EMBED> tags are hidden as soon as the ad starts playing.

Note:The Flash Objects and Java Applets check boxes are only displayed for floating and expanding ads. If you select these check boxes, the hidden Flash objects and Java applets are displayed after the ad stops playing.



Previewing custom events

If you are previewing a creative for a Motif ad that has custom interactive events associated with it, you have the option to preview these events and determine if they are being triggered correctly. When you preview custom interactive events for a creative, you can perform the following actions:

• View data for each custom interactive event as you are interacting with the creative and triggering those events.

• View a log of all custom events that you trigger as you are interacting with the creative, as well as aggregate data for each of those events.

• While viewing log data, you can ensure that custom events are logged correctly when the ad is actually served.

This ability to preview custom interactive events enables you to quickly recognize and fix any errors that are preventing these events from being triggered or logged when actual users encounter the ad online.

To preview custom events:

Step Action

1 Click Preview in the Creatives tab for a creative that has custom interactive events associated with it.

A preview of the ad is displayed in the Motif preview window.



2 Decide whether or not you want to preview the ad in a specific web page.

• If you do not want to preview the ad in a specific web page, no action is required.

The ad is displayed automatically against the white background of the Motif preview window.

• If you want to preview the ad in a specific web page in the current window (the Motif preview window), enter the web page’s URL in the Preview On (URL) field, select Current from the Window drop-down list, and click Go.

The ad is displayed in the web page that you specified in the Motif preview window.

• If you want to preview the ad in a specific web page in a new browser window, enter the web page’s URL in the Preview On (URL) field, select New from the Window drop-down list, and click Go.

The ad is displayed in the web page that you specified in a new browser window.

The ability to preview an ad in a specific web page is beneficial if you know the exact web page where the ad that you are previewing will actually be served. You can then view the ad exactly as users will see it when they view it online.

Note:If you are previewing an out-of-banner creative (a floating or pop-up/under creative), you can enter any URL and preview the creative in any web page.

For in-banner ads, the URL for the web page that you enter must already contain either Motif tags or any other kinds of DART ad tags for a same size creative as the one that you are currently previewing.

For example, if you want to preview a banner ad that is 468 x 60 in a specific web page, that web page must already contain DART ad tags for a 468 x 60 creative.

3 Click Display Events.

The Events Triggered and Events Logged tables are displayed to the right.

Note:You can click Hide Events to hide these two tables again.

Step Action



4 Begin interacting with the creative that you are previewing as if you are an actual user.

Determine if the intended custom interactive events are being triggered and logged correctly in the following ways:

• In the Events Triggered table, each custom event that you are triggering by interacting with the creative is logged in this table. For more information, see The Events Triggered table (p. 115).

• In the Events Logged table, aggregate data for the custom events logged in the Events Triggered table are reflected in this table. For more information, see The Events Logged table (p. 115).

Note:It is important to understand the difference between the data displayed in the Events Triggered table and the data displayed in the Events Logged table. Every custom event is logged in the Events Triggered table even if the same event is triggered more than once. In the Events Logged table, each custom event is logged only once and aggregate data for every instance of that event being triggered is calculated.

For example, you trigger the same timer event (see Custom metrics (p. 103)) two separate times while previewing a creative. You interact with this creative for 10 seconds the first time and for 20 seconds the second time. In the Events Triggered table, you would see two separate log entries for each interaction. In the Events Logged table, however, you would see one log entry for the timer event, the Count would be recorded as 2, and the Total Time would be recorded as 30 (because 10 + 20 = 30).

5 Click the Preview Link tab (if it is available to you) to view the URL for previewing this creative in a specific web page.

The Preview Link tab is only available if all of the following conditions are met:

• The creative has been submitted at least once and it has a creative ID.

• The creative is being previewed in a specific web page (either in the current window or in a new browser window).

• The web page in which you are previewing the creative already has Motif tags or any other kinds of DART ad tags for a same size creative as the one that you are currently previewing (this rule applies to in-banner ads only).

Note:The preview URL is useful in several situations. For example, agencies can email the URL to publishers so that the publisher can see what an ad will look like when it is actually served in one of their specific web pages. Or, publishers can email the URL to advertisers so that the advertiser running the ad can see what the ad will look like in the web page.

Step Action



The Events Triggered table: This table displays a log of every custom interactive event as you are interacting with the creative that you are previewing. The following table describes the columns in this table.

The Events Logged table: This table displays aggregate data for each custom interactive event triggered. The following table describes the columns in this table.

TABLE 8:Columns in the Events Triggered table

Column Description

Time The exact time that you triggered the custom interactive event. The time is displayed in HH:MM:SS format (24-hour format).

Name The name of the custom interactive event, as it was specified when the event was created. These same event names also appear in reports that contain custom event data.

Type The type of event (Exit, Load Movie, Counter, or Timer). For more information, see Custom metrics (p. 103).

Action The action associated with the event triggered (Count, Start, or Stop). Each time an exit, load movie, or counter event is triggered, the action is Count. Each time you begin interaction with a timer event, the action is Start. Each time you stop interaction with a timer event, the action is Stop.

TABLE 9:Columns in the Events Logged table

Column Description

Name The name of the standard or custom interactive event. These same event names also appear in reports that contain standard and custom event data.

Three standard events (Ad Display, Interactive Time, and Interactive Impressions) are always displayed. For more information, see Standard metrics (p. 102).

Note:The event names in this table are sorted alphabetically in ascending order from top to bottom.

Type The type of event (Standard, Exit, Load Movie, Counter, or Timer). For more information, see Standard metrics (p. 102) and Custom metrics (p. 103).



Count The number of separate times that you triggered the same event while previewing and interacting with the creative.

For example, if you clicked on the same exit link three different times, the Count would be 3.

Note:N/A is always displayed under this column for the standard events Ad Display and Interactive Time. Counting data is not applicable to these two events.

Total Time The cumulative time for events that are timed. The following types of events can have data under this column:

• Ad Display — the total time that the creative is displayed to you while you are previewing it. When the creative loads, you see a timer begin counting in seconds under this column. The timer continues to count up until the ad stops playing.

• Interactive Time — the total time that you interact with the creative that you are previewing. When the creative loads, you see a timer begin counting in seconds when you start interacting with the creative. If you stop interaction, the timer stops. If you resume interaction, the timer begins counting again from the time that it last stopped.

• Timer — the total time that you interact with a custom timer event. When the creative loads, you see a timer begin counting up in seconds when you start triggering any custom timer events associated with the creative. If you stop interaction, the timer stops. If you resume interaction for that same timer event, the timer begins counting again from the time that it last stopped.

Note:N/A is always displayed under this column for every other event type.

TABLE 9:Columns in the Events Logged table

Column Description



Managing Third-Party Redirect Assignments

Two creative types, Internal Redirect and Redirect, allow you to use a creative that is not stored in your DART network. In a redirect creative, the DART ad servers receive the request for an ad, determine which ad to send, and redirect the request to a third-party server or another DART network or product, which then serves the creative.

DART supports redirects to third-party ad servers, including secure servers, and other DART networks or advertisers (See Managing Internal Redirect Assignments (p. 120)).


• Example third-party redirect assignment (p. 117)

• Creating a redirect assignment (p. 117).

Important: DoubleClick requires a minimum of five working days to test third-party redirect requests.

Example third-party redirect assignment

The following figure shows an example of a redirect assignment that retrieves the image file, auto.gif, from Flycast. See Understanding Creative Assignments (p. 93) for more information about the different properties that comprise redirect assignments.

FIGURE 6. A redirect creative assignment

Creating a redirect assignment

To create a redirect assignment:

Step Action



2 Select Redirect and click OK.

The Creative tab is redisplayed with a Redirect assignment.



3 To ensure that the ad is not cached when it is served, modify the click-through URL and image URLs for the redirect tags that you retrieved from the third-party servers.

See Using Ad Server Macros in Ads (p. 127) for more information on modifying third-party redirect URLs.

If http:// or https:// (for a secure server) is not included in the URL, add it.

Note:You must confirm with the third-party server that they support the additional character string appended to the URL that is used to defeat browser caching.

4 Copy the click-through URL that you modified into the Click-through URL text box.

This field is required.

5 Copy the image URL that you modified into the Image URL text box.

6 Click Preview to test the image (redirect) URL.

The preview displays the file stored at the Image URL. If the creative is displayed:

• correctly, then the server supports the redirect

• incorrectly, then check the click-through and image URLs.

7 Enter the appropriate text in the Image Alt. Text field.

This text is displayed while the image loads or if an image cannot be served to a user.



You can set up to two groups for each assignment: Creative Group 1 and Creative Group 2. Each group is independent from the other. To set a grouping for a creative, select the name of the group from the drop-down list in the fields, Creative Group 1 or Creative Group 2.

DoubleClick recommends that you only set a creative group for a redirect assignment if you know the type of creative being used in the redirect ad.



Step Action



9 If your ad contains multiple creatives, assign rotation properties to the assignments.


10 Click Submit.


Step Action



Managing Internal Redirect Assignments

DART for Advertisers uses internal redirect to serve ads from one DART for Advertisers network to another DART for Advertisers network, or from one DART for Advertisers advertiser to another.


• What is an internal redirect assignment? (p. 120)

• Example internal redirect assignment (p. 120)

• Creating an internal redirect assignment (p. 120).

What is an internal redirect assignment?

An internal redirect allows you to use DART for Advertisers ad tags from another DART for Advertisers advertiser, campaign, or network. An internal redirect consists of two tags, a click-through URL and an image URL. For more information about internal redirect tags, see Internal redirect tags (p. 165).

Example internal redirect assignment

FIGURE 7. An internal redirect assignment

Creating an internal redirect assignment

To create an assignment that redirects to another DART network:

Step Action



2 Select Internal Redirect and click OK.

The Creative tab is redisplayed with an Internal Redirect assignment type.

3 Enter the internal redirect click-through URL tag in the Click-through URL field.

See Internal redirect tags (p. 165) for more information.



4 Enter the internal redirect image redirect URL in the Image URL field.

See Internal redirect tags (p. 165) for more information.

5 Click Preview to test the image.

Displays the image file that is stored at the Image URL. If the image is displayed:

• correctly, then the server supports the redirect.

• incorrectly, then check the click-through and image URLs.

6 Enter the appropriate text in the Image Alt text field.

This text is displayed while the image loads or if an image cannot be served to a user.



You can set up to two groups for each assignment: Creative Group 1 and Creative Group 2. Each group is independent from the other. To set a grouping for a creative, select the name of the group from the drop-down list in the fields, Creative Group 1 or Creative Group 2.



8 If your ad contains multiple creatives, assign rotation properties to the assignments.


9 Click Submit.


Note: You cannot use sequential rotation when you create an internal redirect assignment.

Step Action



Managing Tracking Creative Assignments

When you create a tracking ad you create the ad, set the general properties of that ad, and create assignments for that ad (see Creating Tracking Ads (p. 71)). You can create three different types of assignments: tracking text, tracking images, and tracking rich media. For more information about how to create tracking rich media assignments, see the Rich Media Guide.


• Creating tracking text assignments (p. 122)

• Creating tracking image assignments (p. 123).

Creating tracking text assignments

When you create a tracking text assignment, you must enter a creative name and a click-through URL. The other fields on this tab are optional.

To create a tracking text assignment:

Step Action

1 Create a tracking ad.

See Creating Tracking Ads (p. 71).



3 Select Tracking Text, and click OK.




5 In the Click-Through URL field, specify the appropriate web address.




Creating tracking image assignments

When you create an tracking image assignment, you must enter a click-through URL, a creative name, and upload a image file. The other fields on this tab are optional.

To create a tracking image assignment:

6 Specify to which groups this creative belongs (if required).





7 Click Submit.

The tracking ad that you trafficked is created and displayed in the Tracking ads view in the HTML tags tab.

Once you click Submit, you can inform the publisher that they can collect the tracking tags. For more information about collecting tracking ads from the Tracking ads view in the HTML tags tab, see the Site’s Guide.

Step Action

Step Action

1 Create a tracking ad.

See Creating Tracking Ads (p. 71).



3 Select Tracking Image and click OK.




4 Upload the image.

You can only upload one file. The maximum file size set for your network is applied.

• For more information about how to upload an image, see Uploading an image file (p. 101) or Loading creatives from the Creatives Inbox (p. 98).

• For more information about the rules for filenames, see Rules for creatives’ file names (p. 98).



6 In the Click-Through URL field, specify the appropriate web address.


7 Specify to which groups this creative belongs (if required).





8 If your ad contains multiple creatives, specify rotation properties for the assignments.


9 Click Submit.

The tracking ad that you trafficked is created and displayed in the Tracking ads view in the HTML tags tab.

Once you click Submit, you can inform the publisher that they can collect the tracking tags. For more information about collecting tracking ads from the Tracking ads view in the HTML tags tab, see the Site’s Guide.

Step Action



Managing Multiple Creative Assignments


• How are multiple creatives served? (p. 125)

• Serving the same creative with different URLs (p. 125)

• Serving different creatives with the same URL (p. 126).

How are multiple creatives served?

If an ad has more than one creative assignment, DART rotates the creatives based on the rotation type selected in the Creatives tab in DART for Advertisers. See Assigning rotation properties (p. 126). Rotation determines the order in which creatives are served.

There are four different types of rotation:

• Sequential serves the creatives in the order of that the assignments were created. The number in the upper left corner of each assignment determines this order.

• Random serves creatives in random order. This is the default value.

• Weighted allows you to apply a relative value to each creative. Each creative will be served based on its weight.

• Best Performing serves the creative that receives the highest click rate more than the other creatives in the ad.

Limitations to weighted rotations:

Under certain circumstances, weighted rotations do not function correctly. For example, if an assignment contains both rich media and image creatives, and the weighting for an ad does not appear to be functioning correctly (only the image creatives are served), you must check with your webmaster to ensure that the ad slots where the ad is displayed can accept both rich media and image creatives. If the ad slots are not tagged to accept both rich media and image creatives, then DART cannot serve rich media ads to that ad slot, regardless of the ad rotation that you set in DART for Advertisers. For more information about tagging websites to accept different types of creatives, see the Webmaster’s Guide.

Serving the same creative with different URLs

Each ad can have multiple creatives and multiple click-through urls. If you want users to see the same creatives but go to different locations, create multiple assignments with the same image and enter a different click-through URL for each assignment.

Note: When you use the rotation feature, there are limits to the number of assignments you should create. If the rotation type is set to Sequential, create a maximum of 15 assignments (and therefore 15 click-through URLs) in the ad. If the rotation type is set to Random, create a maximum of 64 assignments (and therefore 64 click-through URLs) in the ad.



Serving different creatives with the same URL

You may want users to see different creatives but go to the same location. To do this, create multiple assignments, upload a different creative for each assignment, and duplicate the click-through URL in each assignment.

Using frequency with multiple creatives

When using a frequency cap in an ad with multiple assignments, DART applies the frequency to all assignments in the ad collectively. For example, if you create an ad with three assignments and you set a frequency cap of three, DART serves one of the assignments on three occasions to a given user. It does not serve each assignment three times.

When an ad has a frequency cap that is less than the number of assignments in an ad, some assignments are not shown to a given user. For example, if you create an ad with five assignments and you set a frequency cap of two, DART serves one the assignments on two occasions to a given user. At least two of the five assignments are not served to a given user.

Assigning rotation properties

If an ad contains more than one creative assignment, you must assign rotation properties. For more information, see Managing Multiple Creative Assignments (p. 125). To assign rotation properties:

Step Action

1 Click the Creative tab.

The Creative tab is displayed.

2 Select a rotation type from the Rotation drop-down list.

There are four choices: Sequential, Random, Weighted, and Best Performing. If you do not assign a rotation type, creatives are served in random order.

3 If you selected Weighted in the previous step, in the Weighted % field assign a percentage to each creative.

The sum of all the values for these fields must equal 100 percent.

4 Click Submit.




Using Ad Server Macros in Ads

This section discusses the ad server macros that can be used in DART for Advertisers.

Important: To determine how to generate random numbers for the third-party ad server to which you are redirecting, contact Customer Support at http://help.doubleclick.net/.

It discusses the following topics:

• What are ad server macros? (p. 127)

• Where are ad server macros used? (p. 127)

• Using %e to insert ad IDs (p. 127)

• Using %s to track site visits (p. 128)

• Using %n to generate random numbers (p. 128)

• Using %p to insert search words in click-through URLs (p. 129).

What are ad server macros?

A macro is programming that, when used, expands into something larger. A macro defines how to expand a single language statement or computer instruction into a number of instructions. Ad server macros modify the performance of the DART ad servers.

Using real-time data, the ad servers expand macros that are included in rich media creatives, click-through URLs, and redirect URLs for creatives that are served by third-party ad servers. Ad server macros are useful for passing important information to the advertiser or third-party ad servers. This information can be stored in the ad server log files.

For more information, see http://help.doubleclick.net.

Where are ad server macros used?

Ad server macros are used in rich media creatives, click-through URLs, and redirect URLs. Redirect URLs refer to creatives that are served by third-party ad servers.

Using %e to insert ad IDs

The ad server macro %e is used to track ads using ID numbers from the DART database tables. The expand macro inserts ID numbers into the click-through URL, which allows you to report on which ad directed a user to a click-through URL. The %e macro is inserted at the end of the ad’s click-through URL in its creative assignment, for example: http://www.firstautomobile.com/?%epid!; inserts the pageID for the ad, which is a combination of an ad’s site, placement, and campaign. The ad macro %e is used in combination with match tables, which provide a relationship between the ID number in the database, and the ID number in DART for Advertisers.

Note: For more information about match tables and using %e, contact your sales engineer.



The following table shows the available values of %e:

Using %s to track site visits

The ad server macro %s allows you to track the site in DART for Advertisers from which the user clicked on an ad to visit the click-through URL of a creative. For example, if an ad is assigned to two site placements, localize/Cool Gadgets and localize/Search Now %s allows you to determine in which site the user clicked on the ad.

Syntax of %s: Insert %s at the end of the click-through or image redirect URL. For example: http://www.firstautomobile.com/?%s

When a user clicks on the ad from the site placement localize/Cool Gadgets (Car Gadgets 125 x 125), the click-through URL becomes:

http://www.firstautomobile.com/?N2803.coolgadgets.com/B37492.2

Using %n to generate random numbers

The ad server macro %n is used to generate random strings in redirect assignments. The ad server macro %n dynamically generates a random string and appends it to the URL of the click-through and image redirect URL for a redirect assignment. This enables DART’s ad servers to insert a unique string that defeats browser caching. Each third party ad server has individual syntax for using %n; therefore, you must contact Customer Support at http://help.doubleclick.net/ to determine the character string that is used by each third-party servers for which you are creating redirect assignments.

You must modify both the click-through URL and the image URL as shown in the examples below.

Example of a modified click-through URL: Enter the URL as http://ad.redirect.thirdparty/click%n

TABLE 10:Values of %e

Value Description

%eaid! AdID

%epid! PageID

%esid! SiteID

%ecid! CreativeID

where:

N2803.coolgadgets.com

is the site keyname in DART for Advertisers.

B37492 is the campaign ID.

.2 is the placement ID.



Example of a modified image URL: Enter the image URL as http://ad.redirect.thirdparty/ad.gif%n

Using %p to insert search words in click-through URLs

The ad server macro %p is used to track keyword searches from users clicking on an ad. This macro creates a unique click-through URL by inserting the words entered in a search dialogue box in the click-through URL. The ad server macro %p dynamically inserts keywords or search words into the click-through URL of a creative. The ad server macro %p captures any substring within the URL, so the ad does not have to be targeted to a keyword.

Syntax of %p: The following example shows how you use the %p ad server macro.

%pstr=!;

Abbreviating strings: Long keyword strings can be abbreviated using the macro ^x with %p. To abbreviate strings, insert the attribute ^x where x is the number of characters to which you want to crop the string after the end character of the %p string. For example: http://www.advertiser.com/%pstr=!;^8 crops the string at the eighth character. You can also add ellipses to the abbreviated string by using the combination ^ex where x is the number of characters to which you want to crop the string plus three characters which represent the ellipses. For, example ^e11 crops the string at the eighth character and adds three dots.

where

%n is the ad server macro used to defeat browser caching.

where:

%p is the ad server macro.

str= is the key-portion of the keyword pair. These characters must be included in the DART for Advertisers HTML tag.

! represents the character string.

; represents the end of the character string.



Modifying Creative Assignments


• Modifying the order of multiple creatives (p. 130)

• Replacing files (p. 130)

• Deleting creatives (p. 130)

• Changing an assignment’s status (p. 131).

Modifying the order of multiple creatives

To modify the order of multiple creatives:

Replacing files

To replace the files in an assignment:

Deleting creatives

To delete a creative from an ad, click the selection diamond for one or more assignments, then click Delete. A creative cannot be restored once it is deleted. You cannot delete a creative assignment once impressions of it have been served. If you want to replace the creative assignment in your ad, change the status of the assignment you want to delete to Inactive, and create a new assignment.

Step Action

1 In the Creative tab, position your cursor over the number to the far left of the assignment.

The Number field turns gray, and the cursor becomes a cross.

2 Click, drag, and drop the cursor over any other image number.

For example, if you want the first and second assignment to switch places, drag and drop the cursor from number 1 to number 2.

Step Action

1 Load another image into the same assignment.

See Uploading an image file (p. 101).

The new image file replaces the existing creative. DART automatically updates the name of the creative.

2 Click the plus (+) sign to update the creative version number.

The current version number field is replaced with the next consecutive number. DART now reports on this version of the creative separately from the previous version.



Changing an assignment’s status

To change the status of an assignment:

Step Action

1 Access the Creative tab.

2 In the Status column, select Active or Inactive from the drop-down list.

The default status is Active.

3 Click Submit.


DFA Trafficking Guide Targeting Ads

TARGETING ADS

DART ad serving technologies allow you to choose from a wide array of extremely focused targeting criteria, making it possible to deliver the right message to the right user at the right time. If the targeting criteria specified for a given ad match the anonymous information collected about the user and the ad slot, then that ad can be served. This chapter discusses the targeting aspects of DART for Advertisers, including:

• How DART Targets Ads (p. 133)

• Understanding the Targeting Tab (p. 136)

• Targeting by Audience Segmentation (p. 137)

• Geographic Targeting (p. 141)

• Computer and Internet Targeting (p. 146)

• Time and Day Targeting (p. 150)

• Understanding Keywords (p. 152)

• Targeting Keywords (p. 154)

• Deleting Keywords (p. 157)

• Targeting User Lists (p. 159).

For more information about targeting, see the Targeting Methodologies white paper.



How DART Targets Ads

DART considers information inferred about the user and information about each ad, then determines which ad to send to which user, ensuring that advertisers get the right message to the right user at the right time. You can apply targeting criteria to an ad by defining properties on the Targeting tab. Targeting criteria are aspects of the user or the ad slot which DART uses to determine which ad to serve.

This section discusses the following topic:

• What can DART target? (p. 133)

• How targeting criteria work together (p. 133)

• Inclusive targeting criteria (p. 134)

• Multiple geographic or time-related criteria (p. 134)

• Multiple values for one criterion (p. 135)

• Criteria that cannot be used together (p. 135).

What can DART target?

Using information derived from IP addresses, HTTP headers, cookies, or search terms entered by a user, DART can determine some or all of the following information:

• computer operating system and web browser

• geographic location

• the number of times a user has seen a given creative

• terms entered by a user in a search engine.

How targeting criteria work together

In general, the targeting criteria that you specify are used together to create a description of the user to whom you want to serve an ad.

For example, you can target an ad to a business user in a company of between 500 and 999 employees, who is working on a computer running Windows NT, is using Netscape Navigator, and who visited the website between noon and 1 p.m., user’s local time. All of the targeting criteria that you specify are used together in a Boolean AND relationship. That is:

Number of Employees=500-999 AND Operating System=WinNT AND Browser=Netscape AND Time=12pm-1pm

Note: A default ad must be created when specifying any targeting criteria. If

for any reason DART for Advertisers cannot determine the targeting criteria, the user is not served a targeted ad and is instead served the default ad. However, the targeted ad must have the highest priority of the two.

Note: Certain criteria are not available to all DART for Advertisers networks.



The operators and punctuation that you can use when working with multiple targeting criteria are outlined in the table below:

Inclusive targeting criteria

You cannot specify targeting criteria that includes another specified criterion. For example, if you target the state of Massachusetts, you cannot target a telephone area code in Massachusetts. Similarly, if you target a country, you cannot target a state or region in that country, because all regions and states are included when you target the country.

Multiple geographic or time-related criteria

When you target multiple geographic criteria, DART for Advertisers interprets the list of values as a list of possible criteria. Therefore, in order to serve the ad, only one criterion must be met.

For example, if you specify country=ca, state=ny, DART for Advertisers assumes you are targeting a user from Canada or New York, not a user who meets both criteria, which is impossible.

TABLE 1:Special characters and words for user list targeting

Character/Word Usage

AND ListA AND ListB

In order to have this ad targeted to them, the user must be a member of both ListA and ListB.

comma: “,” ListA, ListB

In order to have this ad targeted to them, the user must be a member of either ListA or ListB. This is the same as the OR operator below.

OR ListA OR ListB

In order to have this ad targeted to them, the user must be a member of either ListA or ListB. This is the same as the comma operator above.

NOT ListA NOT ListB

In order to have this ad targeted to them, the user must be a member of ListA but not a member of ListB.

parentheses: ( ) (ListA OR ListB) NOT ListC

Used to prioritize relationships in the formula for three or more lists.

In order to have this ad targeted to them, the user must be a member of ListA or ListB, and must also not be a member of ListC.



Multiple values for one criterion

When you target multiple values for one criterion, you indicate that the user must correspond to only one of the list of possible values.

For example, if you choose country=ca, us, uk, au, DART assumes you are targeting a user from Canada or the United States or the United Kingdom or Australia, not a user who meets all of the criteria, which is impossible.

Criteria that cannot be used together

The cannot target both Domains and keywords in the same ad. If you create an ad and target domains and keywords, a Boolean OR relationship is created. That is, either one or the other criterion is taken into account.



Understanding the Targeting Tab

The Targeting tab is composed of several panels that divide targeting criteria into high-level groups. Each panel opens to reveal one or more types of targeting criteria.

The Targeting tab

The follow figure provides an example of the Targeting tab for an ad that targets four states; New York, Connecticut, New Jersey, and Massachusetts, and the keyword car.

FIGURE 1. The Targeting tab

Note: You cannot edit all criteria in the fields displayed in the Targeting tab. For example, you cannot directly enter values for geography targeting.



Targeting by Audience Segmentation

Audience segmentation is an effective marketing tool that allows DART for Advertisers clients to segment a theoretical audience and test a series of ads on a selected, non-overlapping user population. This allows an advertiser to create and evaluate multiple ads consisting of similar but slightly different offers.

With audience segmentation, you can:

• prevent users from viewing multiple ads in a single campaign

• direct different ads in a campaign to different segments of the audience.


• How audience segmentation works (p. 137)

• Defining audience segmentation (p. 137)

• Assigning audience segmentation (p. 138)

• Viewing and batch editing audience segmentation (p. 140).

How audience segmentation works

A user is targeted according to the criteria specified in the ad. With audience segmentation, a user becomes associated with a segment number upon first viewing the ad and remains associated with this segment number for the life of the campaign. DART for Advertisers cannot serve ads associated with different segment numbers to that user even if the ads are from the same campaign targeted to the same site.

Defining audience segmentation

The number of audience segments for a campaign is specified at the campaign level.

To define audience segmentation:

Note: Audience segmentation does not work for a user who has disabled cookies or on websites that do not accept cookies.

Step Action

1 Open your campaign and go to the Properties tab to expand the Audience Segmentation section.

2 Enter a Segmentation Name to describe the user population being targeted.

For example:

Winter Sale



Assigning audience segmentation

The audience segment to which an ad is targeted is specified at the ad level.

To assign audience segmentation:

3 Select at least one option and its corresponding percentage.

Option percentages for each Segmentation Name must total 100%.

For example:

Option 1: Save $25 on Orders Over $100 Percentage: 60%

Option 2: Free Shipping Percentage: 40%

Note:To enter more than two options, click on Add Option to open another field.

4 Click on the Add Segmentation button if you want to add another audience segment.

5 Edit any part of the Audience Segmentation at the Campaign level to carry over changes to each ad that has been assigned the option.

6To delete an Audience Segmentation, select the icon.

Step Action

Step Action

1 From the ad’s Targeting tab, expand the Audience Segmentation section and click Edit.

Note:For campaigns that defined Audience Segmentation in DART Release 17.5 or later, DART shows only Segmentation Name and Option fields. Ads using legacy definitions will display the old method in addition to the new method.

2 If you are using the New Method: Select the Segmentation Name and corresponding Option to assign to this ad.

i. Check the New Method radio button.ii. Select one Option to serve to your target segment. iii. Click Done and Submit.



Editing audience segmentation targeting criteria

Use the Audience Segmentation tab to edit targeting criteria for ads that target previously defined audience segments.

3 If you are using the Old Method:

i. Select Automatic or Manual in the Segmentation Code field. Enter a code only if you select Manual.

Note:You can reuse segmentation codes to test the performance of different ads that DART serves to the same users.ii. Enter the total Number of Segments in the campaign.

Note:You must assign the same number of segments to each ad that targets audience segmentation.iii. Enter a unique Segment Number. DART uses the Segment Number

when targeting an ad.iv. Click Done and Submit.

Step Action

Step Action

1 Edit audience segmentation for new ads.

i. Open the ad you want to edit and click Edit in the Audience Segmentation section of the Targeting tab.

ii. Select New Method.iii. Choose the Segmentation Name and Option from the dropdown

menus.

2 Edit audience segmentation for legacy ads.

i. Select Old Method.

ii. Select Automatic or Manual in the Segmentation Code field. Enter a code only if you select Manual.

Note:Reuse segmentation codes to test the performance of different ads that DART serves to the same users.iii. Enter the Number of Segments.iv. Enter a unique Segment Number.v. Click Done and Submit.



Viewing and batch editing audience segmentation

You can view and edit audience segments across multiple ads at the site placement level. Ad Assignment and Batch Edit view drop downs include a column showing audience segments for each ad.

Step Action

1 From the campaign’s Site Placement tab, open the Ad Assignment view to view segments.

i. Select Ad Assignments from the drop-down list.

ii. Scroll across the screen to the Audience Segmentation column.

2 Open the Batch Edit view to edit segments.

i. Select Batch Edit from the drop-down list.

ii. Scroll across the screen to the Audience Segmentation column.

3 Use the Filter buttons to display ads for your site placements.

i. Select All, then click Go to show all sites.

ii. Select Active, then click Go to show all active sites.iii. Select Archived, then click Go to show all archived sites.

4 Change Audience Segmentation for an Ad.

i. Expand the Ads section for the site placement that you want to update.

ii. Scroll across to the Audience Segmentation column and select the Segmentation Name and Option that you want to apply to that ad.

5 Click Submit.



Geographic Targeting

Geographic targeting allows you to serve an ad to a user in a specific geographic area. In general, the smaller the geographic area you set, there are fewer users that match the criteria you set.


• How does geographic targeting work? (p. 141)

• Targeting countries (p. 141)

• Targeting states (p. 142)

• Targeting cities (p. 143)

• Targeting area codes (p. 143)

• Targeting postal codes (p. 144)

• Targeting Designated Marketing Areas (DMA) (p. 145).

How does geographic targeting work?

Upon receiving a request for an ad, the DART ad servers compare the user’s IP address to the geographic targeting criteria set for the ad.

The order in which the criteria are determined is:

• country

• state

• Designated Marketing Area

• area code

• postal code

Example: The geographical criteria you set depend on the objectives of the advertiser. For example, if an advertiser wants to promote its chain of clothing stores and wants to include a link to the addresses of the stores in the user’s state; they can target by state and create ads with different click-through URLs depending on the location of the user. For greater precision, the advertiser can target users in only the area codes or postal codes near one of the stores, and include the specific store address in the creative.

Targeting countries

DART for Advertisers can serve ads or prevent ads from being served to users in specific countries. Accuracy in country targeting has been demonstrated to be 99.9%.

Note: A user must match the geographic criteria that have been specified in

order to be served a geographically targeted ad. If for any reason DART

for Advertisers cannot determine a user’s geographic location, the user is not served a geographically targeted ad.



To target an ad to countries:

Targeting states

DART for Advertisers can target ads to users in specific states and provinces in the U.S. and Canada. Accuracy in states/provinces targeting has been demonstrated to be 96%.

In order to target geographically, you must use the abbreviations provided by DART for Advertisers. Entering the complete name of a state or country can result in inaccurate targeting. For example, if you enter New York, DART for Advertisers reads the first two letters and targets the ad to users in NE — that is, Nebraska.

To target states:

Step Action

1 From the ad’s Targeting tab, expand the Geography section and click Edit.

2 In the Countries tab, click the Include or Exclude radio button.

You can only include or exclude geographic areas. For example, you cannot include Canada, but exclude the United States.

• If you click include, only the countries you specify are targeted.

• If you click exclude, every country except the ones you specify are targeted.

3 In the Available Countries field, click on the appropriate countries, then click the + button.

The country codes for the selected countries are displayed in the Selected Countries field. You can also type country codes in the Selected Countries field separated by commas, for example: enter US,CA to target the United States and Canada.

Note:To select more than one country, press the Ctrl key and click on the countries.

4 To remove a country from the Selected Countries field, delete the country code.

5 Click Done to return to the Targeting tab.

The Targeting tab is displayed and the criteria you specified are displayed in the appropriate field and panel.

Step Action


The Countries tab is displayed.

2 Click the States/Regions tab.



Targeting cities

DART for Advertisers can target ads to users in specific cities throughout the world.

To target cities:

Targeting area codes

DART for Advertisers can target ads to users in specific telephone area codes worldwide. Accuracy in area code targeting has been demonstrated to be higher than 80% for Australia, Austria, Belgium, Brazil, Canada, The People's Republic of China, France, Germany, Japan, the Netherlands, Spain,

3 Enter abbreviations for the U.S. states, territories, or Canadian provinces in the text box.

Separate items with commas.

For a list of codes for the states and territories of the United States, click USA States.



Step Action

Step Action


The Countries tab is displayed.

2 Click the Cities tab.

3 Select a Country, State or Region, and City.

When you highlight a Country, the States/Regions listbox displays all the regions within the country.

When you highlight a Region, the Cities list displays all the cities within the state or region.

4 Select the Cities you want to target.

Use the arrow keys to move the cities into the Targeted Cities box. Cities previously selected may be displayed in the Targeted Cities box. They will remain targeted until you remove them from the list.





Sweden, Switzerland, and the United Kingdom. The accuracy of data for additional countries will be confirmed shortly.

Area code targeting is based on the telephone number from a user’s IP address, which is determined in part by a user’s Internet service provider. Therefore, to target a mobile phone or pager code you need to target the area codes that are covered by the mobile phone area code. For example, if you want to target the mobile phone users in New York using the area code US917, you must enter the corresponding area codes for New York (US212, US646, and US718).

Important: You must prefix every area code with the country code; for example, US212 or UK116.

To target area codes

Targeting postal codes

DART for Advertisers can target ads to users in specific postal codes. Currently, only postal codes in the United States, U.S. territories, and Canada can be targeted. Accuracy in postal code targeting has been demonstrated to be 94% at the three-digit level, and above 80% at the 5-digit level.

To target postal codes:

Step Action


2 Click the Area Codes tab.

3 In the Countries field, click on the countries which include the area codes you want to target and click the >> button.

The area codes for the selected countries are displayed in the Area Codes field.

Note:To select more than one country, press the Ctrl key and click on the countries.

4 In the area codes field, click the area codes you want to target and click the + button.

The selected area codes are displayed in the Targeted Area Codes field.

Note:You can also type area codes preceded by the appropriate country code in the Selected Countries field separated by commas, for example: enter US212,US718 to target the United States area codes 212 and 718.



Step Action




Targeting Designated Marketing Areas (DMA)

The Nielsen Designated Market Area (DMA) is a geographical grouping construct which is widely used to guide placement of United States national and regional mass media advertising. Targeting your electronic ads to DMAs allows you to use similar media plans for joint online and offline campaigns. Accuracy in DMA targeting has been demonstrated to be 94%.

DMAs are used by Nielsen Media Research to identify United States TV stations whose broadcast signals reach a specific area and attract the most viewers. A DMA consists of all counties whose largest viewing share is given to stations of that same market area. Non-overlapping DAMs cover the entire continental United States, Hawaii and parts of Alaska. There are currently 210 Designated Market Areas throughout the U.S. For a complete list of DMAs, see the Nielsen Media Research website at http://www.nielsenmedia.com/DMAs.html.

To target DMAs:

2 Click the Postal Codes tab.

3 Enter postal codes in the text box separated with commas.

Enter ranges of postal codes such as 10000-10100 or 10000-100 (which specifies 10000-10099).

Click Postal Codes to search postal codes for the United States and Canada.

Note:Ranges for Canadian postal codes must include all 6 characters. When targeting zip codes in the US, enter only five digit zip code. Do not include the additional four digits in extended zip codes as DART interprets that as a range of zip codes.



Step Action

Step Action


2 Click the DMA tab.

3 Select the check box beside each marketing area to which you want to target this ad. When you are finished, click OK.



Computer and Internet Targeting

DART can target operating systems, browser software, and internet related criteria, such as domain and internet service provider. This section discusses how to target using the Computer System and Internet Related panels.


• Targeting computer information (p. 146)

• Targeting internet related criteria (p. 147).

Targeting computer information

Targeting computer information allows you to serve an ad to users who are using a specific operating system, or type of web browser. This may be useful, for example when you are promoting a product for the Macintosh. Targeting the ad to users who have a Macintosh allows you to send a Macintosh-specific message to those users.

Targeting operating systems: To target operating systems criteria:

Targeting browsers: To target specific browsers:

Step Action

1 From the ad’s Targeting tab, expand the Computer Systems section and click Edit.

2 Click the check box next to the appropriate operating system in the Operating Systems tab.

Note:Currently, if you target users with the operating system Windows 98, DART for Advertisers also targets users with Windows 2000.



Step Action

1 From the ad’s Targeting tab, expand the Computer Systems section and click Edit.

2 Click the Web Browsers tab.

3 In the Name of Browser column, click the check boxes next to the appropriate browser.



Targeting internet related criteria

You can target domain names and types, Internet service providers, online service providers, and bandwidth of the Internet connection using the Internet-related targeting criteria on the Targeting tab.

Targeting by domain types: For example if an advertiser wants to target college and high school students. The advertiser can target the .edu domain, as well as domain names of websites that cater to top college and high school students.

4 Enter a number in the Major and Minor fields, if necessary, to specify a version number.

For example, enter 4 in the Major field and 5 in the Minor field to target version 4.5 of the browser. If you do not want to target a specific version of a browser, do not enter version numbers in the Major and Minor fields.

• Add 100 to the version to target an exact version of the browser, for example entering 104 targets only version 4.

• Enter an x in the Minor field to target all updates to a major version of a program. For example, 4.x targets all releases of the program between version 4 and up to, but not including version 5. That is, 4.1, 4.2 and so on.

• Enter a number followed by + in the Minor field to target all versions of a program onwards from a specific version. For example, 4.2+, targets all minor versions of a program from version 4.2, 4.3 up to, but not including, version 5,and so on.

• You cannot target more than one major version of a browser. To target two versions of the same browser you must create two separate ads. One ad should target one version of the browser, while the other ad should target the other version of the browser.



Step Action

Step Action

1 From the ad’s Targeting tab, expand the Internet Related section and click Edit.

2 In the Domain Type tab, click the check box next to the appropriate domain type.

A domain type (also called a top-level domain name) is the part of the domain name that comes after the period. It identifies the highest subdomain (com for commercial, edu for educational, and so on).

Click the domain type link to see countries include that domain type and how many domains of that type are registered in the country.



To target specific domains:

Targeting Internet and online service providers: An Internet service provider (ISP) is an organization that provides access to the Internet via hardware such as a modem (for example, your cable or phone company). An Online Service Provider is an organization that provides access to the Internet in addition to other resources, such as proprietary databases, forums, and services (for example, America Online).

To target Internet service providers:



Step Action


2 Click the Domain Names tab.

3 Select the domain names to target.

Domain names are Internet addresses in alphabetic form, such as doubleclick.net.

To select specific domain names:

iii. Click the Search button to search a database of domain names and company names

iv. Enter the domain or company name that you need.v. Select one or more domain name to target.vi. Click Done to return to the Domain Names tab.



Step Action


2 Click the ISP tab.

3 Click the check box next to the appropriate Internet service providers.

Step Action



To target online service providers:

Targeting by Bandwidth: You can also target an ad to a particular bandwidth type. This allows you to send bandwidth-intensive ads to only those with a sufficiently large Internet connection.

To target an ad by bandwidth:



Step Action


2 Click in the OSP tab.

3 Click the check box next to the appropriate online service providers.



Step Action


2 Click the Bandwidth tab.

3 Select the bandwidth types to target.

Available bandwidths are T1, Cable, Dialup, DSL, Broadband (other), and Unknown.



Step Action



Time and Day Targeting

You can target users based on the time of day or day of week you want to serve an ad. This targeting criteria is useful for products connected to a specific day or time, like tickets for sporting events, or television specials.


• Eastern vs. local time (p. 150)

• Time and Day Targeting (p. 150).

Eastern vs. local time

In addition to selecting the time range during which you want to target users, you must select whether you want the time targeted to be relative to a user’s local time or Eastern Time. Selecting Time Relative to Eastern Time may cause the ad to serve at unexpected times.

For example, if the ad is targeted to 6 p.m. - 6:59 p.m. and Time Relative to ET; the ad is served between 6 p.m. and 6:59 p.m. Eastern Time, regardless of the local time where the ad is served. If Time Relative to User and 6 p.m. - 6:59 p.m. are specified, and the user is located in San Francisco (Pacific Time) the ad serves between 6 p.m. and 6:59 p.m. Pacific Time, or 9 p.m. and 9:59 p.m. Eastern Time.

If you are targeting a day of the week, a day starts at Midnight and finishes at 11:59 p.m. the next evening. Therefore, selecting Time Relative to Eastern Time may cause the ad to deliver on a different day than the one targeted, because Midnight Eastern Time may still be the previous day in another time zone. For example, if a user is in Australia (GMT +8) an ad targeted to be served Wednesday delivers from 4 p.m. Tuesday to 4 p.m. Wednesday, rather than all day Wednesday.

Targeting time ranges

To target time ranges:

Note: If a user’s local time is selected and DART cannot determine a user’s time zone, the user’s time zone is set to Eastern Time.

Step Action

1 From the ad’s Targeting tab, expand the Time and Day section and click Edit.

2 Click in the Hour of Day tab.

3 Click the check box next to the appropriate day of the week.

To target a range of time, enable consecutive days.





5 In the Time Relative to pull-down list in the Day and Time panel, select ET or User.

See Eastern vs. local time (p. 150).

Step Action



Understanding Keywords

Using keyword targeting allows you to target an ad to data entered by a user in a search engine.


• What are keywords? (p. 152)

• How are keywords served? (p. 152).

What are keywords?

A keyword is a user-entered value, such as a word or phrase entered in a search engine. The keyword is dynamically inserted into the DART ad tags of the search result page. If the keyword matches a keyword that has been targeted in a campaign in DART for Advertisers, a keyword targeted ad is served.

How are keywords served?

When DART receives a request for an ad, keywords are transferred by DART for Advertisers ad tags. DART uses this information to find ads that match the users selection.

The figure below shows the step by step process of serving an ad targeted to a keyword.

FIGURE 2. How DART serves an ad targeted to a keyword

The following table describes the process of serving a keyword.

Stage

Description

1 A user enters a phrase or term into a search engine.

2 The website generates the search results page with and dynamically inserts the keywords in the DART for Advertisers ad tags.

3 The search results page, which contains the DART for Advertisers ad tags, is sent to the user.

4 The user’s browser reads the DART for Advertisers ad tags.

5 An ad request is sent to the servers from the browser.



6 The ad servers read the DART for Advertisers ad tags and searches for an ad targeted to the keyword.

7 An ad is served to the user. If an ad is found that targets the keyword in the DART for Advertisers ad tags, a keyword targeted ad is sent to the user.

In the United States, the ad servers do not deliver the creative to the user. Instead, they redirect the user to the media servers, which deliver the creative.

Stage

Description



Targeting Keywords

When you purchase keywords, you usually retain exclusive use of a word for a contracted period of time. Check with a site’s administrator to obtain a list of the keywords that are sold on the specific website. You can target single, mutliple, and combinations of keywords and key-values. You can also target users that meet all, or simply one, of the criteria that you set.


• Syntax for targeting multiple keywords (p. 154)

• Special characters used for targeting keywords (p. 154)

• Using non-English and multi-byte characters (p. 156)

• Targeting keywords (p. 156).

Syntax for targeting multiple keywords

If you target multiple keywords in an ad, the keywords have a Boolean OR relationship. That means an ad can be served if the targeting criteria matches at least one keyword. An ad that matches multiple criteria is served at a higher priority than ads that match only one criterion.

Maximum number of keywords: Over the life of an ad, DART for Advertisers allows you to enter a maximum of 255 keywords. Each keyword, or value of a key can be up to 250 characters in length.

Special characters used for targeting keywords

When you enter the keywords, remember that some characters perform specialized functions.

Specialized characters that have targeting functions: The following table lists special characters that have targeting functions.

Note: Booking large numbers of keywords drastically reduces the number of impressions served.

TABLE 2:Special characters that have targeting functions

Special Character

Usage Example

, (Comma) A separator for the Boolean operator OR

If you enter the keywords audio, equipment, results are calculated for audio and equipment separately, because only one keyword is required to produce a matching impression.

# (Pound or hash sign)

An exact match must be made for the ad to be delivered.

If you enter the keyword #car, results are calculated for car only. Variations on car, such as car stereo or cars, are not included.



Special characters that are interpreted literally when targeting: The following table lists characters that are sometimes considered special characters, but that do not perform specific functions in DART for Advertisers. If you use these characters in keywords or key-values, they are interpreted literally.

“ ” (Quotation marks)

Used to group exact keyword phrases.

If you enter the keyword phrase “audio equipment”, results are calculated for the keyword phrase audio equipment only. Variations on audio equipment, such as audio or audio equipments, are not included.

* (Asterisk) A wildcard symbol, used to search for matches that include all of the characters that precede the asterisk.

If you enter the keyword audio*, the results can include:

• audio equipment

• audiophile

• audiology

() (Parentheses)

Used to create a list of keywords or key-values that share equivalent relationships with a keyword or key-value that is not in parentheses.

If parentheses are used around a single keyword or key-value, they are ignored.

If you enter car and (new, used), DART for Publishers produces results as if you had entered car and new or car and used.

= (Equals sign)

Used to separate the keyword from the keyword-referrer.

Do not enter an equals sign when targeting keywords.

TABLE 3:Special characters that are interpreted literally

Special Character

~ (Tilde) - (Hyphen) : (Colon)

! (Exclamation point)

_ (Underscore) ’ (Apostrophe)

@ (At symbol) { } (Curly braces) ^ (Caret)

$ (Dollar sign) \ (Backslash) / (Forward slash)

% (Percent symbol) | (Vertical line) ? (Question mark)

TABLE 2:Special characters that have targeting functions

Special Character

Usage Example



Special characters that are not supported: The following table lists the special characters that are not supported by DART for Advertisers.

Representing the plus (+) character: The plus (+) character cannot be used in the value component of a DART keyword. If you want to use the plus (+) character in a keyword to target, for example, the programming language C++. You could enter kw=c{plus}{plus} in the Keywords panel to target to that keyword.

Using non-English and multi-byte characters

When you are targeting non-English and accented (extended ASCII), and multi-byte characters, enter them into DART for Advertisers as they would be typed. For example, to target users of a French language search engine, who searched for the word beauty, type beauté in the Keywords panel.

How search engines process multi-byte characters: Some Chinese, Japanese, and Korean search engines automatically add spaces between the characters that are entered by a user. For example, if a user entered ABC (assume that A, B, and C are multi-byte Chinese characters), the search engine might add spaces and send A B C to the ad servers.

To ensure that the user is served the ad under these circumstances, you should target the ad to both the keywords ABC and A B C with the spaces inserted between each characters.

Targeting keywords

To target an ad to keywords:

TABLE 4:Special characters that cannot be used

Special character Usage

+ (Plus sign) Returns a syntax error

< > (Angled brackets) Returns a syntax error

. (Period) Returns a syntax error

Step Action

1 In the Targeting tab, click in the Keywords panel text box.

2 Enter the keywords to target in the text box.

• Separate each keyword appropriately, see Syntax for targeting multiple keywords (p. 154).

• Do not duplicate keywords. For example, do not enter books, magazines, books.

3 Click Submit.

The ad is now targeted to a keyword.



Deleting Keywords

If you modify keywords while an ad is running, you must first consider the implementation issues that are described in this section.


• Limitation on keywords per ad (p. 157)

• Counting keywords using the Boolean AND (p. 157)

• Deleting keywords in an active ad (p. 157)

• The effect on Standard reports of deleting keywords (p. 158).

Limitation on keywords per ad

Over the life of an ad, you cannot use more than 255 keywords. This limitation includes any current, modified, or previously used keywords.

Each time you make a change to a keyword, DART rebooks the initial ad and adds the modification as a separate keyword while deactivating (but not deleting) the original keyword. This method preserves the statistics in the database for all keywords, which allows them to be displayed in reports.

For example, if you book 10 keywords and then modify one, DART keeps the original keywords and adds the new one. As a result, DART reserves 11 keywords.

The significance of this counting methodology is that there is a maximum number of 255 keywords that can be booked for each ad. If your ad contains 255 keywords, you cannot change any, because the new number of keywords would be 256, which exceeds the capacity of the ad. To change a keyword, you must create a new ad.

If you use the Boolean AND between your keywords, however, DART uses a slightly different method for counting keywords. For details, see Counting keywords using the Boolean AND (p. 157).

Counting keywords using the Boolean AND

When you change a set of keywords that have a Boolean AND relationship, DART reserves the modification as an entirely new targeting relationship.

For example, you have booked an ad with three keywords. When you modify the ad to change the one of the keywords, DART keeps the original three, and reserves three more, for a total of six keywords.

Original: 123 AND 456

Modified: 123 AND abc

DART counts: 123 AND 456, 123 AND abc

Deleting keywords in an active ad

If you remove a keyword from an active ad, DART saves statistics about the removed keyword in the database, and the number of keywords remains the same.

For example, if you book an ad with three keywords, DART counts three keywords. If you remove a keyword while the ad is still running, the keyword is no longer used in the ad, but DART still counts three keywords.



The effect on Standard reports of deleting keywords

If you remove a keyword from an active ad, the Standard reports stop reporting the impressions delivered to that keyword. The statistics on these impressions are no longer tracked on this report. To retain statistics in the Standard report, deactivate the current ad and create a new ad each time you change keywords in an active ad.

To do this:

Step Action

1 Deactivate the ad.

See Changing an ad’s status (p. 90).

2 In the Campaign tab, copy the ad.

See Duplicating ads (p. 83).

3 Click the temporary ID number of the copied ad.

The Ad tab is displayed.

4 In the Targeting tab, modify or delete keywords in the Keywords panel.

5 Click Submit to save changes.

The Campaign tab is displayed with the new ad and new ad number.



Targeting User Lists

Customers who have purchased Boomerang user list targeting can target ads by lists of users who have viewed one or more specific web pages in the recent past.

For information on placing Boomerang tags in your web pages, see DoubleClick’s Boomerang Overview white paper.


• Understanding Boomerang user lists (p. 159)

• Special syntax used for targeting user lists (p. 159)

• Targeting User Lists (p. 159).

Understanding Boomerang user lists

Boomerang uses cookie IDs to associate users with user lists that you define. When a cookie hits a Boomerang-targeted web page, it is recorded within that page’s user list, allowing DART to identify the anonymous user later. You can then target an ad that is related in some way to the previously viewed content. For example, a user who has viewed a product page in the past month could be served an ad offering a 10% discount on that product.

You can also use multiple Boomerang lists to further enhance the granularity of your targeting capabilities. For example, you can create a user list of cookie IDs for users who have viewed a product page but have not yet purchased the product.

Boomerang targeting is made possible by image tags that are placed within web pages. Whenever a user views the targeted web page, the page calls an invisible image from a URL where the cookie ID is recorded and placed in the appropriate user list.

Special syntax used for targeting user lists

As with some other targeting options, Boomerang user list targeting allows you to use AND, OR and NOT syntax to refine your targeting capabilities.

The following are characters and words that have special syntactical meaning in the user list targeting field:

Note: If you have not purchased Boomerang from DoubleClick, you will not be able to target your ads to user lists. Contact your DoubleClick sales representative for information on purchasing Boomerang.



AND ListA AND ListB

In order to have this ad targeted to them, the user must be a member of both ListA and ListB.



Targeting user lists

To target an ad placement to one or more user lists:

comma: “,” ListA, ListB

In order to have this ad targeted to them, the user must be a member of either ListA or ListB. This is the same as the OR operator below.

OR ListA OR ListB

In order to have this ad targeted to them, the user must be a member of either ListA or ListB. This is the same as the comma operator above.

NOT ListA NOT ListB

In order to have this ad targeted to them, the user must be a member of ListA but not a member of ListB.

parentheses: ( ) (ListA OR ListB) NOT ListC

Used to prioritize relationships in the formula for three or more lists.

In order to have this ad targeted to them, the user must be a member of ListA or ListB, and must also not be a member of ListC.



Step Action

1 In the Targeting tab, expand the User Lists panel.

2 Click Edit.

A list of available Boomerang user lists is displayed.

3 Click the arrow button for all user lists to include in targeting.

Consult the Special characters and words for user list targeting (p. 159) table for information on how to correctly set the syntax for your targeting criteria.

4 Click Done.

The Targeting tab reappears. The user lists that you have selected as targeting criteria should appear in the User Lists panel text box.



Note: Remember that the user list targeted ad must have a higher priority than the default ad for users that are not on the user list.


DFA Trafficking Guide Communicating Campaign Information to Sites

COMMUNICATING CAMPAIGN INFORMATION TO SITES

The final processes of booking a campaign is to preview the ad tags generated by DART for Advertisers and to communicate your campaign and ad information to the sites in the campaign. This is done using the HTML Tags and Email tabs.


• DART for Advertisers Ad Tags (p. 163)

• Previewing Ad Tags (p. 168)

• Sending Campaign Emails (p. 169).



DART for Advertisers Ad Tags

To serve DART ads, a site must implement a set of ad tags that are generated by DART for Advertisers on their website.


• Types of DART for Advertisers ad tags (p. 163)

• Standard ad tags (p. 163)

• Internal redirect tags (p. 165)

• Click command (p. 165)

• Tracking tags (p. 166)

• Interstitial ad tags (p. 167).

Types of DART for Advertisers ad tags

There are several different types of DART for Advertisers ad tags. The tags generated vary depending on the technology the site uses and the type of image in your ad. The type of tag generated for each site placement is determined by the tagging properties set in the site placement. See Assigning tagging properties (p. 46). For information about iframes/JavaScript, layers/ilayers, or iframes/ilayers, see the Rich Media Guide.

Standard ad tags

Standard tags are used if ads consist of standard image assignments or redirects to a third-party ad server. Standard tags consist of one tag pair: an <a ref> and an <img src> tag.

<a href=”http://ad.co.doubleclick.net/jump/nxxxx.site_placement/byyyy.n;sz=468x60;keywords;ord=12345678?”><img src=”http://ad.co.doubleclick.net/ad/nxxxx.site_placement/byyyy.n;keywords;ord=123456789?” border=0 width=468 height=60 alt=”Image Alt Text”> Image Alt Text</a>

The following table explains the components of standard DART for Advertisers ad tags.

TABLE 1:Parameters in standard DART for Advertisers ad tags

Parameter Explanation

a ref An HTML anchor and hyperlink reference tag, this is a hypertext link to the DoubleClick ad servers.

img src An HTML tag that defines the location of a graphic file, this requests the creative from DoubleClick.

ad.doubleclick.net The generic address of the DART ad server, this is the standard U.S. address for your anchor and image tags.



co An addition to the address ad.doublelick.net that specifies the data center from which the ad is served. The location of a site is set when a site is created, and the appropriate country code is inserted in the DART for Advertisers ad tags by DART.

Note:The example tags in this document show ads served from U.S. data centers.

Data centers use the following codes:

Data Center Code

United States No Code

Australia au

Brazil br

France fr

Germany de

Hong Kong hk

Japan jp

Sweden se

United Kingdom uk

jump A command, passed to the DART ad servers, that is used for counting clicks. This is substituted dynamically with the click-through URL of the creative.

Note:Never implement a JUMP tag without a corresponding ad tag, as this will cause no impressions/clicks to be counted for the associated tag set.

ad Indicates that this is a standard ad request.

nxxxx The network identification number assigned automatically by DART when you create a network in DART for Advertisers.





Internal redirect tags

Internal redirect tags are used if the website also uses DART to serve ads. Internal redirect tags consist of an image-redirect and click-through URL. Usually, internal redirect tags are used by websites that use DART for Publishers to serve ads.

FIGURE 1. Internal redirect tag pair

Important: An internal redirect tag is different from an internal redirect assignment. An internal redirect assignment is used if you receive the internal redirect tags from an advertiser.

Click command

Click command is a DoubleClick term that refers to the value of the href attribute in the <a href> tag, which references the destination web address for a rich media creative. Site traffickers may use the click command in their site if they do not want to deliver creatives from a third party to their site.

site_placement The name of a site placement in the ad network. Together with the network ID, this identifies a site placement in the URL tags.

This must be followed by a slash (/).

For more information, see the Adding Creative Groupings to Campaigns (p. 24).

byyyy The identification number assigned to an ad automatically by DART when you create a ad in DART for Advertisers.

.n The identification number assigned if there are multiple placements in the same site.

sz=468x60 and

border=0 width=468 height=60

Specifies the creative size so that the site’s web server allocates enough space on the page to display the creative.

Note:The size parameters change based on the size designated in the site placement.

keyword Any keywords you targeted in the ad; for more information, see Targeting Keywords (p. 154).

ord=12345678? A unique string that prevents browser caching.

alt=“Image Alt Text”> Image Alt Text

The alternative text that is displayed while an ad loads.





A click command allows DART for Advertisers to record the number of clicks in a hard-coded or rich media ad such as HTML. See the Rich Media Guide for more information about using click commands to track clicks in a rich media creative.

There are two types of click commands: static and dynamic. DART for Advertisers automatically appends the click-through URL to a static click command when the ad is submitted. For dynamic click commands, the click-through URL is dynamically appended by the ad server when the ad is served. For more information, see Creating static and dynamic click ads (p. 69).

FIGURE 2. Static click command

FIGURE 3. Dynamic click command

Adding Creative Groups to Click Commands

You can ad creative groups to click commands. The functionality of creative groupings works the same as it does in campaigns. If you want to track the performance of a group of click commands, you can use the creative groupings feature to report on the click command. The Creative Group section in the General tab enables you to add, edit, delete, assign and unassign groups to click commands. See Adding Creative Groupings to Campaigns (p. 24).

Tracking tags

Tracking ads tags are used to manage and report on ads that are not served by DART. DART provides data for reports by tracking impressions and clicks on the tracking ads tag. The contents of the tag varies depending on the type of tracking ad that you create.

Regardless of the type of tag that you create, the tracking ads tag contains a click command string which enables DART to track clicks and an image call to DART (for a 1x1 pixel GIF) which enables DART to track impressions. However, if you create a Tracking Image or Tracking ad tag then the tag also contains the location of the file on your or the publisher’s server that contains the creative for the ad.

The example code shown in the following figure shows a Tracking Image tag.



FIGURE 4. Tracking ad

Interstitial ad tags

Interstitial ad tags are used to serve rich media ads, which consist only of floating and/or pop-up/under creatives, targeted to interstitial site placements. These ad tags are only used to serve ads with rich media code. Publishers implement these ad tags to run interstitial ads in their websites. Publishers can find out more information about implementing these ad tags in the Site’s Guide.

There are three types of interstitial ad tags: JavaScript Only, Interstitial Internal Redirects, and Iframes/JavaScript. For more information, see the Administrator’s Guide. You can use any of these three types of interstitial ad tags to serve Motif ads. For more information, see Creating Motif Ads (p. 77).



Previewing Ad Tags

DART for Advertisers automatically generates the ad tags that sites implement to display your ad. After booking the ad, verify that the appropriate tag types have been generated in the HTML Tags tab. Tags are grouped by site placement. Under each site placement, the different types of tags that the site accepts are displayed. Only ad tag types that are selected to be accepted by the site for the site placement are displayed under each site placement (see Assigning tagging properties (p. 46)).

Important: DART for Advertisers does not generate ad tags until you create a default ad for each creative size in your campaign.

To preview DART for Advertisers ad tags:

Step Action

1 From the Campaign tab, access the HTML Tags tab.

All site placements in the campaign are displayed.

2 Click the arrow in the panel for the site placement for which you want to generate tags.

The DART for Advertisers ad tags for that site placement are displayed.

3 Visually confirm that the tags are displayed correctly.

Refer to DART for Advertisers Ad Tags (p. 163) for more information.



Sending Campaign Emails

You can use the DART for Advertisers email function to send email to people associated with a campaign. The Email tab consists of four templates for communicating information to sites. You can email Campaign Information, ad tags, and Site Placements.


• Emailing Campaign Information (p. 169)

• Emailing ad tags (p. 170)

• Emailing Site Placements (p. 171).

Emailing Campaign Information

Campaign Information emails provide a summary of the entire campaign. You can also attach a summary of ads, site placements, and site placement performance.

FIGURE 5. Email Campaign Information view

To send campaign information:

Step Action

1 Select Campaign Information from the drop-down list on the Email tab.

The Campaign Information view is displayed.

2 Enter the appropriate email address in the To field.

The Cc, From, and Subject fields display default information.

3 Enter comments in the Body text box.

This step is optional.



Emailing ad tags

You can email ad tags to site traffickers so they can integrate them into their websites. In this tab, you can also download ad tags in a text file.

FIGURE 6. Email tab (HTML Tags view)

To email ad tags:

4 Click the check box next to the appropriate attachment.

You can attach a summary of site placement performance, site placements, and ads.

5 Click Send Email.

Step Action

Step Action

1 Select HTML Tags from the drop-down list in the Email tab.

The HTML Tags view is displayed.

2 Select the site placements for which you are emailing tags.

3 Enter the email addresses of the traffickers that you selected (if necessary).

If the email address of the site trafficker was entered when the site was created in DART for Advertisers, it is automatically displayed in the To field.



Emailing Site Placements

Send a site placement’s email to confirm that site placements have been entered correctly in DART for Advertisers.

To email site placements:

4 Select the check boxes for the types of ad tags you are sending to each site in the Tags to Send section.

The types of tags selected in the tagging properties for each site placement (see Assigning tagging properties (p. 46)) are automatically selected. See DART for Advertisers Ad Tags (p. 163) for more information about the different types of ad tags.

5 Add additional comments in the Body text box.

6 Click Send Email.

The date which you emailed tags to the site trafficker is displayed in the site header for the site.

Note:You can also download the DART for Advertisers ad tags for your campaign to a text file by clicking Download.

Step Action

Step Action

1 Select Site Placements from the drop-down list on the Email tab.

The Site Placements view is displayed.

2 Select the site placements about which you want send email.

3 Enter the email addresses of the site salespeople (if necessary).

If the email addresses of the site salespeople were entered when the site was created in DART for Advertisers, they are displayed in the To table.

4 Add additional comments in the Body field.

5 Click Send Email.


INDEX

Symbols" (quotation marks) in keyword targeting 155< > (angled brackets) in keyword targeting 156+ (plus signs) in keyword targeting 156%n 128%p macro 129* (asterisks) in keyword targeting 155+ (plus signs) in keyword targeting 156, (comma) in keyword targeting 154= (equals sign) in keyword targeting 155‹ › (parentheses) in keyword targeting 155

Aaccented characters

in filenames 98in keyword targeting 156

Access ReportCentral 16, 21, 80ad campaigns, see campaignsad parameter in DART for Advertisers tags 164ads

activating 90changing keywords in 157changing status of 90click 69creating 60, 158deactivating 90, 158default 8, 61, 74definition of 8deleting 85deleting creative assignments from 130deleting keywords from 157delivery 63, 64, 67dynamic click 61, 69editing in Batch Edit view 52editing in Date Range view 80editing in Delivery view 82editing in Keyword Targeting view 81frequency 63interstitial 61maximum number of keywords allowed per 154,

157reviewing 86, 87run dates 66, 72setting general properties 65standard 61, 65static click 61, 68, 69, 90status of 89targeting 60targeting area codes 144targeting browsers 146targeting countries 142targeting days of the week 150

DoubleClick DART for Advertisers Last Modified July

targeting domains 147targeting keywords 156targeting operating systems 146targeting postal codes 144targeting service providers 148targeting states/regions 142tracking 61verifying click commands for 70

ad server macros 127%n 128%p 129

ad servers, calls to 163ad slots

creating default ads for each size 74advertisers 11

billing information 14deleting 17general properties 12modifying 16status 15, 16terms and conditions 14

<a href> tag 163alternate images

for exit links 104for non-interstitial ads 111

AND in keyword targeting 157AND operator 134, 159angled brackets (< >) in keyword targeting 156approved status

advertiser 15area codes

targeting ads by 144Asian characters, targeting keywords 156assignments

Motif 96assignments, see creative assignmentsasterisks (*) in keyword targeting 155audience interactive metrics 102audience segmentation

how it works 137implementing 137

Bbandwidth targeting 149batch editing ads

Batch Edit view 52Date Range view 80Delivery view 82Keyword Targeting view 81

batch editing site placementsDate Range view 50Pricing view 51Size view 49

11, 2007 172

DFA Trafficking Guide Index

best performing rotation 125billing information, entering advertiser’s 14Boolean operators in keyword targeting 154, 157boomerang 157browsers

defeating caching 165targeting 146

Ccaching

defeating in browsers 165calendar buttons 66campaigns

creating 9, 22definition of 7, 8deleting 35duplicating 34elements of 8emailing information 169run dates 22

charactersaccented 156multi-byte 156non-English 156special 154special, in creative file names 98

children 111click ads

creating 69verifying click commands for 70, 165

click commandsdefinition of 165verifying 70

click-through URLs 8, 56, 70inserting search words into 129serving same creative with different 125

codes-servesdefinition of 103

comma (,) in keyword targeting 154computer targeting

browsers 146domains 147operating systems 146service providers 148

cookies 159co parameter in DART for Advertisers HTML tags 164costs, assigning to site placements 44countries

targeting ads to 142country codes 164creating 38creative assignments

attributes of 93creatives inbox 98definition of 8, 93deleting from ads 130example of 94frequency and multiple 126image 96, 97, 122, 123

DoubleClick DART for Advertisers Last Modified Ju

image file name rules 98internal redirect 96, 120modifying order of multiple creatives 130redirects 96, 117replacing files 130rich media 96rotations 126serving multiple 125third-party redirects 117tracking image 96tracking rich media 96tracking text 96types of 96uploading images 101

creative groupsadding 26components 24definition of 24editing 27unassigning and deleting 28understanding groupings 25

creative optimization 30optimize creatives by 32

creativesspecial characters in file names 98types of 77, 100see also creative assignments

creatives inboxdefinition of 98loading images from 99setting up account 13setting up accounts 13

creative sizesfor a site placement 43

custom eventspreviewing 112

custom metrics 102

DDART for Advertisers tags 163

definition of 8emailing 170internal redirect 165previewing 168standard, attributes of 163types of 46, 163

data centers, specifying in tags 164dates

ad 66, 72campaign 22site placement 42

days of the weektargeting by 150

default adscreating 74definition of 61description of 8properties for 74

defaults ads

ly 11, 2007 173


interstitial ads 76defeating caching 165delivery criteria

ad ratio 64ads 63hard cut-off 66, 72setting for standard ads 67

designated marketing area 145details

of Motif ads 107DMA 145domains, targeting 147double-byte characters

in file names 98targeting 156

dynamic click ads 69definition of 61

E%e macro 127email

campaign information 169HTML tags 170site placements 171

email accounts, see creatives inboxequals sign (=) in keyword targeting 155event counters 104events logged 115Events tab

details 106events triggered 115exit links

alternate images for 104description of 104overriding pop-up window properties 105targets for 105viewing pop-up window properties 105

extended ACSII characters, see accented characters

Ffile names, special characters in 98frequency

and multiple creatives 126definition of 63rolling 63setting in ads 63

Ggeneral properties

advertiser 12geographic targeting

area codes 144countries 142how it works 141postal codes 144states 142

geographyaccuracy of targeting 141how to target 136


geo-targeting, see geographic targeting

Hhash mark, see pound sign

Iimage assignments

creating 97, 122, 123definition of 96

image files 96loading from creatives inbox 99uploading 101

<img src> tagsin DART for Advertisers tags 163

impressionshard cut-off 66, 72maximum 63

inclusive targeting criteria 134internal redirect assignments

creating 120definition of 96, 120example of 120see also redirect assignments

internal redirect tags 165Internet targeting

browsers 146domains 147operating systems 146service providers 148

interstitial adscreating 79definition of 61, 79tags for 167

interstitial ad tag types 47, 167interstitial default ads 76ISPs, targeting 148

Jjump attribute in DART for Advertisers tags 164

Kkeywords

changing 157counting with AND Boolean operator 157definition of 152deleting from ads 157effects on reports of deleting 158limitations per ad 157maximum number allowed per ad 154, 157special characters in 156special characters used in trafficking 154targeting by 152, 156

Lload movies 105local time 66logged events 115

ly 11, 2007 174


Mmacros, see ad server macrosmaximum impressions 63metrics, standard and custom 102modifying pricing 54Motif

publisher-paid site placement 38site placement 38

Motif ad 62Motif ad

details 107Motif ads

creating 78Motif creatives

uploading 100Motif Expandable 78Motif Floating 77Motif In-Page Flash 77Motif In-Page Flash with Floating Flash 77Motif In-Page Flash with Pop-Up/Pop-Under Flash 77Motif In-Page Image with Floating Flash 77Motif In-Page Image with Pop-Up/Pop-Under Flash 78Motif interstitial creative types 78Motif Pop-Up/Pop-Under 77multi-byte characters

in file names 98targeting 156

multiple targeting criteriacriteria that cannot be used together 135geographic or time-related 134multiple values for one criterion 135

N%n macro 128non-English characters, targeting 156NOT operator 134, 160

Oonline service providers, targeting 148operating systems

targeting 146optimizing creatives in a campaign 30ord attribute

in DART for Advertisers tags 165OR operator 134, 160

Pparantheses ‹ › in keyword targeting 155percent positioning 110plus signs (+) in keyword targeting 156%p macro 129pop-up windows

description of properties for exit links 105viewing properties for exit links 105

pop-windowsoverriding properties for exit links 105

postal codestargeting ads by 144

post-click activity


definition of 18post-impression activity 18pound sign (#) in keyword targeting 154previewing custom events 112previewing HTML tags 168preview links 114pricing

editing 54modifying 54

priority, definition of ad 63properties

advertisers 12provinces, see statespublisher-paid site placement 38

Qquotation marks (") in keyword targeting 155

Rrandom rotation 125ratios

definition of 63delivery, effects on ads 64

redirect assignments 120creating 117definition of 96example of 117internal 96see also internal redirect assignments

regions, see statesreporting, standard and custom metrics 102reports

Spotlight 18standard, effects of deleting keywords on 158

reviewing ads 86rich media assignments

definition of 96rolling frequency

definition of 63setting in ads 63

rotationassigning to creative assignments 126best performing 125random 125sequential 125weighted 125

Sscheduling costs 54search engines

processing multi-byte characters in 156targeting by keywords 152, 156

search wordsinserting into click-through URLs 129

sequential rotation 125serving creatives, process of 125site placements

assigning ads to 68assigning sites 36

ly 11, 2007 175


assigning tagging properties 46comments 48costs 44creating 36creating default ads 74definition of 8, 19, 36deleting 54duplicating 39editing in Date Range view 50editing in Pricing view 51editing in Size view 49emailing 171general properties 41in DART for Advertisers tags 165reviewing 55run dates 42structuring 36verifying tagging properties 47

sitescreating site placements for more than one 38

site salespersonemailing 171

site traffickersemailing 170

%s macro 128special characters

in keywords 154names of creatives 98targeting 155

Spotlightpurpose of 18

standard adsassigning site placements 68definition of 61, 65delivery criteria 63, 67setting general properties 65

standard DART for Advertisers tags 163standard image files 96standard metrics 102standard reports

effects of deleting keywords on 158states and regions

targeting 142static click ads 68, 69

definition of 61, 90status, advertiser 15strings

abbreviating 129summary view

reviewing ads in 87reviewing site placements in 58

syntaxDART for Advertisers tags 163

Ttags

ad serving 163<a href> 163click commands 165


DART for Advertisers 8emailing 170internal redirect 165interstitial 47previewing 168standard DART for Advertisers 163

targeted attributes 159targeting 132

accented characters 156ads 60area codes 144audience segmentation 137browsers 146counting keywords with AND Boolean operator 157countries 142days of the week 150domains 147geographic 136, 141implementing audience segmentation 137ISPs 148keywords 152, 156limitations on keywords in ads 157multi-byte characters 156non-English characters 156operating systems 146postal codes 144special characters 155states 142

targeting criteriacriteria that cannot be used together 135definition of 133how it works 133inclusive 134multiple geographic 134time-related 134values for more than one criterion 135

terms and conditions, advertiser 14third-party redirects 117timer events 105time targeting 134

see also days of the weektracking ads

collecting ad tags 73creating 71creating tracking image assignment 123creating tracking text assignment 122deactivating 73definition of 61, 71tags for 166tracking image tags 166

tracking assignmentsimage 96rich media 96text 96

traffickers, emailing 170trafficking

campaigns 22click ads 69

ly 11, 2007 176


creatives 97, 122, 123default ads 74emailing campaign information 169HTML tags to sites 170site placements 36

triggered events 115

Uunique user

definition of 63URLs

click-through 8, 56, 125user lists 159users

unique 63

Wweighted rotation 125

X^x extension to %k or %p macro 129

ZZ-indexes 109ZIP codes, see postal codes

ly 11, 2007 177

Documents

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