Classroom Training Network Manager

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(No Transcript)
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Classroom Training Network Manager
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How does it work? - DFP
Page communicates with DoubleClick to find out
what ad should be shown
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Unique browser calls up a page by typing in URL
www.predictwallstreet.com
DART servers calculates of all the ads in DFP,
which should be shown and tells a local server.
The local server delivers the ad and communicates
back to DART to log the data
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Main Menu
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Network

• Set the general properties of a network
• Customize the DFP interface and reports with your
  own corporate logos
• Enable features and functions, and manage access
  to those features and functions
• The settings you define here are used as default
  settings for your entire network

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Network - General

• General Properties are set by your engineer at
  Acceleration. But you can modify them based on
  your business needs.
• Properties that you can set include
• Creative sizes
• Statistical minimums that must be met to display
  data in reports

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Network - Settings

• In the Settings tab you can enable or disable
  network features
• Set password features, like minimum length
• Specify network level display limits (p.e.
  looping gifs)

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Network - Restrictions
Prevent categories of ads from running in
specific sections in your network. Short-term use
only.
Prevent competing ads from running on the same
site/zone Ensure that a group of ads is always
running together (roadblock).
In order for the settings that you choose in the
Restrictions tab to work, webmasters must
implement associated mechanisms in the DART HTML
tags and traffickers must enable corresponding
features when they book ads.
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Network Customized Targeting
Allows Traffickers to target to key-values by
selecting values from a predefined list in the
Trafficking Module.
Allows you to organize key-values into a
hierarchical directory structure.

• In the Customized Targeting tab, you can enable
  two targeting features that make it easier for
  traffickers to target ads to multiple key-values
  at once
• Directory targeting
• Key-value list targeting.

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Network Creative Fields
In the Creative Fields you can categorize your
creatives. When using this together with the
Creative Library you can run reports on type of
ads (airlines, hotels, banking).
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Network Contacts
The Contacts tab is where you assign contacts for
your ad network, DART sites, advertisers, and
agencies. You can assign contacts for your ad
network in the Contacts module or in the Network
module the result is the same.
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Network Review

• You can customize your network to meet your
  business needs.
• The Network module is where you perform these
  tasks.
• The General tab is where you view and modify the
  general properties of your network.
• In the Settings tab, you can enable or disable
  network features.
• In the Restrictions tab, you can restrict ad
  delivery by setting tile categories or ad
  exclusion categories.
• In the Customized Targeting tab, you can enable
  two targeting features that make it easier for
  traffickers to target ads to multiple key-values
  at once Directory targeting key-value list
  targeting.
• The Contacts tab is where you assign contacts for
  your ad network, DART sites, advertisers, and
  agencies.

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Contacts
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Contacts
Address book of all the contact details of
everyone connected to the DFP Network, including
internal staff, and external clients.
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Contacts - Create/Search
To search for an existing contact, click on the
Go button, otherwise close the Search
window and click on the Create button on the
bottom.
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Contacts - Create/Search
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When creating a new contact, all fields with a
star are mandatory fields
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Contacts Review

• The Contacts module is where you enter and
  maintain contact information for all of the
  people who are involved in your ad network
  traffickers, salespeople, and others.
• The General tab of the Contacts module is where
  you enter contact information for all of the
  people working in your ad network. After you
  create a contact, you can assign it to a user or
  other items, such as an advertiser, agency, DART
  site, or ad network.
• You can assign a contact in the Contacts module
  or in the modules for the item type the
  Advertisers module, the Sites module, and the
  Network module.
• To assign a contact to a user, you must use the
  Users module. The assigned user is then listed in
  the Contacts module.
• In the Contacts module, you assign contacts in
  the Assignments tab. For each assignment, you
  must specify the type of assignment.
• You can modify a contacts general information
  and assignments.
• You can also delete a contact, if necessary.

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User Groups
User groups allow you to assign access to a user
type, rather than assigning access to every
function each time you create a user.
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User Groups
User group specific access profile to
DFP Permission to see selected content and /or
reports Makes it quicker and easier to set up new
Users
Salespeople
Traffickers
Advertisers
Agencies
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User Groups - Create/Search
To search for an existing user group, click on
the Go button
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User Groups - Create/Search

• Default User Groups
• Advertisers and Agencies Buy Ad space and supply
  the creatives
• Network Administrators Configure and maintain
  networks, create user logins and assign
  permissions. Have access to all information in
  the network
• Salespeople Sell ad space, confirm the
  availability of inventory and create campaigns
• Site External Access Site reports
• Sites Create and set up DART sites and manage
  daily activity of one or more DART sites in an ad
  network
• Traffickers Create and schedule campaigns,
  create, target and manage ads, creatives and
  creative assignments.

To look at the permissions of certain user
groups, click on the name.
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User Group - Permissions
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User Group Review

• Many different types of users use DART for
  Publishers
• Traffickers
• Advertisers
• Site traffickers, etc.
• You can assign a user restricted access to only
  part of DFP, such as sites or advertisers.
• DART for Publishers provides several default user
  groups that you can use immediately.
• Default groups include
• Administrators
• Traffickers
• Report analysts
• Site traffickers.

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Users
The Users module is where you create and manage
users. You assign contacts for users in the
Contact tab. By assigning a contact for a user,
you can see who logs in as the user associated
with that contact.
To create or search for a user, click on users
in the main menu.
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Users - Create/Search
To search for an existing user, click on the Go
button
To create a new user, close the Search window and
click on the Create button
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Users - Create
Fill in user name, password, and choose a user
group. Then click on the Contact tab if you
would like to assign a contact to the user.
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Users - Create - Filter
By default, everything is set to All. If you
want to apply a filter, click on Assigned And
Edit to find e.g. the concerning
advertisers. When you are done with the settings
for the user, click on Submit.
To go back to the Main Menu, click the button
on top.
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Users Review

• The Users module is where you create and manage
  users.
• You assign contacts for users in the Contact tab.
  
• By assigning a contact for a user, you can see
  who logs in as the user associated with that
  contact.
• DART for Publishers enables you to control users
  access to advertisers, agencies and DART sites in
  your ad network.

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Inventory structure

• You can target ads to DART
• Sites
• Zones
• Content categories
• Keywords
• Key-values
• within your DFP ad
  network

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Recap on inventory structure
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Recap on inventory structure
Flexible conceptual inventory buckets.
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Recap on inventory structure
Flexible conceptual inventory buckets.
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Recap on inventory structure
Flexible conceptual inventory buckets.
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Recap on inventory structure
Flexible conceptual inventory buckets.
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Recap on inventory structure
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Recap on inventory structure
Scalable content categories group cross channel
sites or zones
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Recap on inventory structure
Scalable content categories group cross channel
sites or zones
Content Category
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Recap on inventory structure
Dynamic and granular targeting on the tag level
key-values
Content Category
Key Value KW Search Term
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Recap on inventory structure
Content Category
Key Value KW Search Term
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Conceptual structure

• DART Sites and Zones are elements that you create
  as part of your DFP Ad Network
• DART Sites are not websites
• DART Zones are not webpages
• Conceptual

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What makes a DART Site?

• DART Site conceptual element, NOT a website
• Could be a single important web-page
• Could be a whole website
• Could be a content channel within website
• Consider reporting
• DART Sites can report on unique visitors,
  length of visit, frequency of visits, geographic
  breakdown, impressions by hour, day, week
• DART Zones only impressions clicks
• If you need to know the unique visitors and site
  stats, then make it a DART Site!

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What makes a Zone?

• Zones identify ad slots within DART sites
• Could be a single web-page
• Could be group of web-pages
• Could be a content channel within website
• Could be an ad size
• Reports about Zones do not show information about
  individual web pages
• Impressions
• Clicks
• If you need detailed User data, then make it a
  DART Site

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What makes a Content Category?

• Content Categories are used to group similar
  content themes across different DART Sites/Zones
• Makes trafficking easier and faster
• Dont have to drill down into each Site
• No reports on Content Categories
• DART Sites and Zones can belong to several
  Content Categories simultaneously

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Deciding on your inventory structure

• 1st decide on your DART Sites
• Any page/area/website where you need user data
• Talk to the Sales team about hot sales niches
• 2nd break down DART Sites into Zones
• Group ad slots together for easy trafficking
• 3rd look for similar Content Categories that span
  2 or more Sites/Zone

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Recap on inventory structure
Content Category
Key Value KW Search Term
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Flexible Content Inventory Setup Hierarchy
DART Network

• Flexible conceptual inventory buckets
• Scalable content categories group cross channel
  sites or zones
• Dynamic and granular targeting on the tag level
  key-values

DART Site II
DART Site I
DART Site III
Content Category
Zone 2
Zone 3
Zone 1
Zone 4
KeyValue KWsearchterm
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Flexible Content Inventory Setup Hierarchy
HIMcorp - DFP ACCEL
Site B
Site A
Site C
Cars
Holidays
Urlaub
Autos
Holidays
Entertainment
KeyValue KWsearchterm
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Flexible Content Inventory Setup Hierarchy
HimCORP - DFP ACCEL

• Flexible conceptual inventory buckets
• Scalable content categories group cross channel
  sites or zones
• Dynamic and granular targeting on the tag level
  key-values

Site B
Site A
getmeaticket.de
Cars
Autos
Entertainment
Cars
Holidays
Holidays
Urlaubsreisen
Travel
Content Category
KeyValue KWsearchterm
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Key-Words
Search? SearchFinance SearchParis
Hilton Translates in DFP to Kwfinance kwParis
Hilton
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Key-Value
You will know what someone will choose because
you limited choice. Cityjohannesburg City
musina Translates in DFP to Cityjohannesburg C
ity musina
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Site Module
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Sites - Create/Search
To search for an existing site, click on the Go
button
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Site - Create
To create a new site, click on Create
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Site - Create
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Site - Search an existing Site
To look at the site setup, click on the Site ID
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Sites - Search an existing Site
The site setup. To see existing zones, click on
the zones tab.
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Sites - Search an existing Site
These are all existing zones. To create a new
zone, simply click on the Create button below,
and give it a name.
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Zone - Create
Dont forget to submit, when ever you create
something in DFP!
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Site - Workflow
COPY/PASTE CODE IN WEBSITE SOURCECODE
CREATING DFP TAG
ADMINISTRATION -gt SITES - ZONES
TRAFFICKING -gt CREATE HOUSE AD
ADMINISTRATION -gt SITES

• Zone name must be unique to this website and
  identify a specific area within the website

• Go to http//demo.doubleclick.com/generators/gen
  erators.asp
• Click on DFP tag in the lefthand menu and fill
  in the wizard
• -gt Sitename EXACT match to the sitename entered
  in step 1
• -gt Page/Zone name EXACT match to the zone name
  entered in step 2
• -gt width/height are the sizes available on your
  website
• -gt Type of tags 90 Script Only
• -gt Random number is mandatory Javascript
• -gt Target_blank
• Generate tag

• Site name must be unique
• Configuration Options
• Rich Media
• -gt Target window _blank
• -gt Frame layer header lthtmlgtltbodygt
• -gt Frame layer footer lt/bodygtlt/htmlgt
• -gt IFrame header lthtmlgtltbodygt
• -gt IFrame footer lt/bodygtlt/htmlgt

• Mandatory fields in order start and end date
• For details on how to traffic see Flowchart DFP
  Trafficking

CREATE A HOUSE AD FOR EACH SIZE THAT WILL BE
RUNNING ON YOUR SITE
SITE AND ZONE NAME WILL BE USED IN THE DFP TAG
THAT MUST BE PLACED ON THE WEBSITE
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Workflow of setting up a DART Site
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Workflow of setting up a DART Site
Administration
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Workflow of setting up a DART Site
Administration
Trafficking
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Administration
Site name must be Unique! Zone name must be
unique within a Site Site and Zone name will
appear in the DFP Tag that is then placed on the
website Set up Configuration options Define Rich
Media set up
Administration
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Administration
Trafficking
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Trafficking
If you dont have House Ads for every size of ad
slot, you risk running empty spaces.
Trafficking
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Administration
Trafficking
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Tag generation
Use Tag Generator Wizard Sitename must be EXACT
match to the Sitename entered in DFP Page/Zone
name must be EXACT match to the Zone name entered
in DFP Random number is mandatory Prevents
impression counting discrepancies
Administration
Trafficking
http//demo.doubleclick.com/generators/generators.
asp
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Administration
Trafficking
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Add Tag to source code
Copy and paste tag from Tag Generator Wizard to
source code of website Paste a DFP tag at every
ad position on every page
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Workflow of setting up a DART Site
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Site - The Tag

lt!-- begin ad tag (tile1) --gt ltscript
language"JavaScript" type"text/javascript"gt ord
Math.random()10000000000000000 document.write('lt
script language"JavaScript" src"http//ad.uk.dou
bleclick.net/adj/mysite.com/homepagekwparishilto
ncityjohannesburgtile1dcoptistsz160x600,12
0x600ord' ord '?" type"text/javascript"gtlt/s
cr' 'iptgt') lt/scriptgtltnoscriptgtlta
href"http//ad.uk.doubleclick.net/jump/mysite.com
/homepagekwparishiltoncityjohannesburgtile1
sz160x600,120x600ord123456789?"
target"_blank"gtltimg srchttp//ad.uk.doubleclick.
net/ad/mysite.com/homepagekwparishiltoncityjoh
annesburgtile1sz160x600,120x600ord123456789?
border"0" alt""gtlt/agtlt/noscriptgtlt!-- End ad tag
--gt
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ordMath.random()10000000000000000
http//ad.uk.doubleclick.net/adj/
dcoptist
Mysite.com/
sz160x600,120x600
cityjohannesburg
homepage
ord12345678?
tile1
kwparishilton
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ordMath.random()10000000000000000 http//ad.uk
.doubleclick.net/adj is the call to the
adserver Mysite.com is the site name. This has to
be unique in the DFP universe /homepage is the
zone name, can be anything as long as you do not
start with a number dcoptist used to make the
tag interstitial enabled, you need only one
dcoptist per page! cityjohannesburg example
of a keyword kwparishilton you can use multiple
key values in a tag, keyvalue tile1 tiling to
prevent ads to show ad the same page (ptile to
serve to ads together) sz160x600,120x600 this
ad size is a targeting criterium, not the actual
size of the ad that you can serve. You can have
up to 4 sizes in a tag. ord12345678? proxy and
browser cache busting NOTE Keywords and
Key-Values are optional and NOT case Sensitive
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Site - Create a Tag
To create a tag, go to http//demo.doubleclick.co
m/generators/generators.asp And click on the link
for DFP Tags
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Site - Create a Tag
Fill in all necessary info Site name EXACT
Site name from DFP Zone name EXACT Zone name
from DFP !!! Fill in width and height, and tick
the interstitial for only one size on every
page. Choose your country from the drop-down
menu, fill in keyword and keyvalue If
necessary. Choose Script Only for the kind of
tags, and JavaScript for the random no. In the
end click generate tags.
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Best Practice Tile and ORD

• If you want to use Tile Categories or Road Blocks
  make sure
• You use the Tiles correctly (every tag another
  tile )
• The ORD must be the same for all ad slots on the
  page!

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Sites Review

• DART sites and zones are elements that you create
  as part of your DFP ad network.
• DART sites are not websites When you create a
  DART site, you must set its general properties in
  order to submit and save the DART site.
• General properties are set in the General tab of
  the Sites module.
• The Configuration Options panel is where you set
  the general rules for how the DART site functions
  and how ads are served to the DART site.
• The Rich Media section is where you enter
  parameters for how rich media creatives are
  displayed in the DART site.
• Zones identify ad slots within DART sites.
• Zones are not web pages.
• Reports about zones do not show information about
  individual web pages.

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Content Categories
You can create content categories to group DART
sites and zones for targeting purposes. When you
target an ad to a content category, DART for
Publishers serves the ad as if you had
individually targeted each DART site and zone in
the content category.
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Content Categories - Create
To create a new content category, click on
Create
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Content Categories - Create
Give the content category a name and click the
Submit button.
Go to the sites/zones tab to assign sites/zones.
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Content Categories - Create
Click on Assign and a window will pop up, to
assign a zone, choose a Site from the drop-down
menu and click Go. Tick the diamond of the
concerning zone, and click on Done.
Once you have assigned a DART site to a given
content category, you cannot assign any zones
that belong to the DART site to this content
category.
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Content Categories - Create
The zone you assigned will come up in the Zones
tab. Go to the sites tab if you want to assign
entire sites (with all their zones).
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Content Categories Review

• You can create content categories to group DART
  sites and zones for targeting purposes.
• When you target an ad to a content category, DART
  for Publishers serves the ad as if you had
  individually targeted each DART site and zone in
  the content category.
• In DART for Publishers, you can generate reports
  about ad activity in content categories.
• How you group your DART sites and zones into
  content categories depends on your advertising
  and other business needs. You must decide on the
  best strategy for organizing your content.
• When an ad is targeted to a content category, the
  zones assigned to that content category are
  targeted. Once you have assigned a DART site to a
  given content category, you cannot assign any
  zones that belong to the DART site to this
  content category.

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Advertisers Agencies
Advertiser
Agency
Order
Order
Ad
Ad
Ad
Ad Assignment
Creative
URL
Creative
Ad Assignment
URL
Creative
Ad Assignment
URL
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Agency vs. Advertiser
Agency
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Agency vs. Advertiser
Advertisers
Agency
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Agency vs. Advertiser
An Agency typically represents several
Advertisers DFP allows an Agency to access
reports on all their Advertisers through a single
log-in
Advertisers
Agency
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Agency vs. Advertiser
An Agency typically represents several
Advertisers DFP allows an Agency to access
reports on all their Advertisers through a single
log-in
Reporting Data
Advertisers
Agency
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Agency vs. Advertiser
An Agency typically represents several
Advertisers DFP allows an Agency to access
reports on all their Advertisers through a single
log-in
Reporting Data
Advertisers
Agency
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Agency vs. Advertiser
Advertiser
Agency
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Agency vs. Advertiser
Advertiser
Agencies
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Agency vs. Advertiser
An Advertiser may work with more than one Agency
DFP allows an Advertiser to access reports on
all their campaigns through a single log-in
Advertiser
Agencies
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Agency vs. Advertiser
An Advertiser may work with more than one Agency
DFP allows an Advertiser to access reports on
all their campaigns through a single log-in
Reporting Data
Advertiser
Agencies
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Agency vs. Advertiser
An Advertiser may work with more than one Agency
DFP allows an Advertiser to access reports on
all their campaigns through a single log-in
Reporting Data
Advertiser
Agencies
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Advertisers
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Advertiser - Create
To search for an existing advertiser, click the
Go button. To create a new advertiser, close
the search window and click on Create.
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Advertiser - Create
Only the advertiser name is a mandatory field. If
you have created an Agency, you can assign it in
a drop down menu. Make sure the status is
Approved.
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Advertiser Assign Contacts
If you want to assign users or contacts, you can
do that in the user and contacts tab if you
have created them before.
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Agencies
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Agency - Create
To search for an existing agency, click on
Go. Otherwise close the window and click on
Create below.
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Agency - Create
Fill in the name, click on Approved, and the
submit.
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Advertisers Agencies Review

• In DART for Publishers, you create advertisers so
  that you can create ad campaigns.
• Before you create a new advertiser, search for
  the advertiser name to see whether the advertiser
  already exists in your network.
• If the advertiser does not exist in DART for
  Publishers, you must create the advertiser before
  you can traffic a campaign.
• If the advertiser does exist, you can create a
  new campaign.
• If your advertiser is represented by an agency,
  you can create the agency in DART for Publishers.
  
• You can create an agency at any time.
• You assign a contact to an advertiser to allow
  users to contact that advertiser.

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Questions?
?