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Traffic DoubleClick Rich Media in DFP

Traffic DoubleClick Rich Media push-down creatives

This article is specific to DoubleClick for Publishers and Studio version 2 users.
This feature might not be enabled in your DFP environment. For more details, talk to your manager or a DoubleClick representative. If you are currently using DFP5 and Legacy Studio, see the best practices for those platforms.
Rich Media push-down creatives are available to all target platforms.

A push-down creative is a type of expanding ad that pushes down the content of a webpage when the creative expands, moving the site out of the way to display the ad. This article discusses DoubleClick Rich Media push-downs, which are built in DoubleClick Studio version 2, and provides best practices on trafficking them in DFP.

 

Ad unit and line item sizes

The size of the line item or targeted ad unit in DFP should match the collapsed state of the push-down, not the expanded state after the page content is pushed down.

Web example: The size of a 1000x150 push-down line item extending to 1000x300 is 1000x150.
Mobile example: The size of a 300x50 mobile push-down line item extending to 300x150 is 300x50.

Push-down creative settings

After you've associated your Studio version 2 client with DFP and pushed your Rich Media push-down creative to your network, navigate to the creative and make the following adjustments:

  1. In the creative's "Settings" tab, locate the "Primary asset" section.
  2. Set the "Z-index" (learn more about the z-index). Push-downs default to a z-index of 0 because they are meant to push content down and aren't required to layer properly with site content.

  3. Select the "Push-down" checkbox. This enables the creative to push down page content instead of expanding over it.

  4. In the "Push-down" text box, set a number of seconds to indicate how long it will take for content to shift down. 1.0 second is a good default setting.

 

Frequency capping

Your site may require a user-expanded push-down to serve after the auto-expanded push-down has reached its frequency cap, so keep this in mind when doing your media planning. Auto- and user-expands are built differently in Flash, so you must build and traffic a separate creative and line item for each push-down. Be sure to target both types to the same criteria so that, if the frequency cap is reached, the user-initiated pushdown is served.

  1. In DFP, create two line items, labeling one AUTO and one USER, and target both of them to the same criteria.

  2. Use readily identifiable naming conventions for the user-expanded and auto-expanded versions of the creative.

    Examples:
    test_970x66_pushdownAUTO
    test_970x66_pushdownUSER

  3. For the auto-expanded line item:

    1. Set the frequency cap to "1" ad served every "1" day. This causes the auto-expand to be capped at once a day.
    2. Add the AUTO creative to this auto-expanded line item (learn how to add creatives to line items).
  4. For the user-expanded line item:

    1. To ensure that the AUTO line item serves first, set the priority of the USER line item lower than the priority of the AUTO line item.
    2. Leave the frequency at its default settings as well (i.e., no frequency cap). This causes the user-expanded ad to serve second and continue to serve through the rest of the day (per user).
    3. Add the USER creative to this user-expanded line item (learn how to add creatives to line items).
 

DoubleClick Rich Media iframe solution

Sites previously using legacy DART tags must implement our DoubleClick iframe solution on all domains and sub-domains serving expanding ads. GPT tags use friendly iframes that do not require the DoubleClick iFrame buster.

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