DoubleClick for Publishers (Targeting Only) Connection

What: The DoubleClick for Publishers (DFP) (Targeting Only) connection allows you to add key/value targeting information to an existing DFP implementation on your website.

About BlueConic: BlueConic is a Customer Data Platform that harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem. Click here to learn more.

Why: BlueConic features a unique data collection engine that stores behavioral, technographic, and geographic data at the customer level for known and anonymous users in real-time. Data from other sources (e.g. social sign-on, CRM, marketing database) can also be integrated in real-time or in incremental batches. By providing segmentation details and profile property values to the DFP connection, advertisers can more effectively target specific groups of visitors, improving overall clickthrough rates from your ad supported channels.

For the connection to work, you must have set up the DoubleClick for Publishers tag on your pages.

 

Configuring the connection

For the DFP Targeting Only connection to work, the following needs to be done:

  1. Adjust your DFP implementation code
    To enable the targeting only connection, you will have to make some minor adjustments to your existing DFP code.
  2. Define and target key/value parameters in DFP
    Set up DFP to meet your targeting needs.
  3. Map DFP keys to BlueConic data
    Once you have set up the key-values in DFP, you can map them onto BlueConic data. The attached document describes how this works. 
    You can share any data stored in BlueConic with DFP but make sure you never share any personally identifiable information. Under the terms of your contract with Google, you must not pass any information to DoubleClick that DoubleClick could use or recognise as personally identifiable information.

 

Adjust your DFP implementation code

The existing DFP implementation code on your website can be changed to enable BlueConic in a couple of ways. Pick the option that suits you best:

Option 1

The BlueConic DFP connection calls the window.bcDFPCallback function with an array containing targeting parameters. By wrapping your current DFP code inside this callback the ads will be shown once BlueConic supplies the targeting parameters. Here's how to implement this:

// flag holding callback state
window.bcDFPCallbackCalled = false;

// fail-safe after 2 seconds
setTimeout(function() {
  window.bcDFPCallback([]);
}, 2000);

window.bcDFPCallback = function(targetingParameters) {
  if (window.bcDFPCallbackCalled) {
    // callback already called
    return;
  }
  window.bcDFPCallbackCalled = true;
  
  window.googletag.cmd.push(function() {
    // set page-level targeting parameters
    jQuery.each(targetingParameters, function(index, param) {
      window.googletag.pubads().setTargeting(param.key, param.value);
    });
    
    // Service calls 
    googletag.pubads().enableAsyncRendering();
    googletag.pubads().enableSingleRequest();
    googletag.pubads().collapseEmptyDivs();
    googletag.enableServices();
  });

  // Display calls
  googletag.cmd.push(function() {
    googletag.display("dfp-ad-leaderboard");
    googletag.display("dfp-ad-dominant_category_sponsored_link");    
    
    // Rest of display calls should go here
      
  });
}

The upside to this approach is that ads will be taylored to the visitor's most up to date information. The downside is that showing ads will be somewhat delayed.

 

Option 2

The BlueConic DFP connection pushes the targeting parameters into the local storage of the browser. Your website’s DFP script can read the targeting parameters from local storage and pass them on to DFP with the following javascript:

if (typeof Storage !== "undefined") {
  var targetingParamStr = localStorage.getItem("bcDFPTargetingParams");

  if (targetingParamStr) {
    var targetingParameters = JSON.parse(targetingParamStr);

    // set page-level targeting parameters
    jQuery.each(targetingParameters, function (index, param) {
      window.googletag.pubads().setTargeting(param.key, param.value);
    });
  }
}

The upside to this approach is that ads will be displayed without delay. The downside to this approach is that DFP will not wait for BlueConic to capture data, associate visitors to segments and pass the most up to date information to DFP. So a visitor might be one page view 'behind' when pushing data to DFP.

 

Define and target key/value parameters in DFP

Learn more about key/value targeting from DFP Help, there is an excellent video at the top of the page.
This article will teach you how to define the key-values and use them to target your line items.
You can also create first-party audiences using the key-values, which is described in more detail here

 

Map DFP keys to BlueConic data

Map DFP keys by configuring the BlueConic connection.

dfp-to.png

Configuration of the targeting parameters takes the following options:

Targeting Parameters
Click [Add Targeting Parameter] to add a new targeting parameter. Hover over a targeting parameter and click the delete icon on the right to delete it. Targeting parameter options:

DoubleClick key

        Enter the name of the DoubleClick key to set.

BlueConic Value Type

        Select the type of value in BlueConic, one of: text, profile property or all associated segments.

BlueConic Value Detail

      • For value type of text: enter the text value to set for the DoubleClick key.
      • For value type of profile property: select the profile property that holds the value to set for the DoubleClick key.

DoubleClick has constraints on key/value targeting:

  • Characters per key: 20
  • Characters per value: 40
  • Active values per network: 2,500,000
  • Active keys (free-form and pre-defined) per network: 200
  • Active values (free-form and pre-defined) per key: 100,000

Beware that BlueConic can have more than 40 characters per value.

Where
The Where option allows you to configure the channels and specific webpages within these channels the DFP connection will be active on. You can use * as a wildcard. BlueConic will prepand and append wildcards to the configured URL. For example, /news/*/index will match a URL like http://www.taylor-news.com/news/44304254925/index.html

 

The DoubleClick for Publishers Connection is a custom pluginContact us for more information.