Targeting, delivery settings, and premium charges
|This article is for administrators or roles with similar permissions|
This article covers targeting and delivery settings that you configure in product templates, how you can make these customizable by sales representatives, and a brief on how premium charges work in relation to targeting or delivery settings that you designate as customizable.
We'll cover the following topics:
- Premium charges for customization
- Hierarchical versus flat targeting
- Targeting and product segmentation
- Customizable targeting and delivery settings
While you're reviewing this article, you might want to note the difference between targeting groups and targeting types. You can get definitions for them here:
When you designate targeting or delivery settings customizable in a product template, it's important to keep in mind that the rate card added to the product template could have a premium charge specified for the modification of said targeting or delivery settings.
Premium charges in rate cards fall under a specified rate type for specific targeting or delivery settings. A premium charge is therefore triggered when:
- In the rate card, you've included a premium charge for the use of a specified targeting or delivery option when products of a certain rate type are used
- In the product template, you've designated that same targeting or delivery option as customizable by sales representatives
- A sales representative uses a product from the rate card with the rate type associated with the premium charge
- This sales representative then customizes the targeting or delivery option in a proposal line item
Let's look at an example to illustrate. Suppose you added a premium charge of $10 for the use of "Browser" targeting under the "Premium" tab of a rate card in your network called Rate Card A. You've specified that the charge should only occur for products with a CPM rate type. You create Product Template X and add Rate Card A to the product template. In Product Template X, you've also selected to the checkbox next to "Browser", meaning sales representatives can customize this targeting in proposal line items. One of the products generated from Product Template X is a CPM product Called CPM Product X1.
Now, suppose the sales representative selects Rate Card A and the CPM product Called CPM Product X1. When sales representative customizes "Browser" targeting, a $10 premium charge is added to the proposal line item. The premium charge is triggered whether the sales representative added browser targeting when the original product didn't contain browser targeting or removed or modified any browser targeting contained in the original product. All that is required for the premium charge to be triggered is any modification of the targeting or delivery option designated as customizable.
If a targeting or delivery option is not designated as customizable in the product template, but a premium charge has been included in the rate card associated with the product template, the premium charge cannot be triggered by the sales representative since targeting or delivery option cannot be customized. Learn more about premiums in Configure premiums in rate cards.
Note that even if a premium charge is added to a proposal line item, sales representatives are allowed to remove premium charges.
In this section, we'll go over some basics of the types of targeting available in DFP. This will give you a better understanding of how customization works for DFP sales management.
There are two broad categories of targeting—hierarchical and flat. Hierarchical targeting allows you to target a higher-level value, which also automatically targets all "children" or lower-level values below it. The other type of targeting is flat targeting. This kind of targeting allows you to include only a single value itself. Targeting a flat value does not automatically or implicitly target anything else.
For example, all the values under the Geography targeting type are hierarchical. You can target United States, which targets the set of all its lower-level values, including all the states and cities in the United States. You could also drill down and target the U.S. state of New York, for instance, which targets the set of all of that state's lower-level values, including New York City, Albany, Rochester, and so forth.
In contrast, all the values under the targeting type Connection are flat. You can only include single values themselves and not any "parents". For example, under the Connection targeting type, if you can click Mobile carrier, you can find T-Mobile. Under T-Mobile, if you drill through, you can find various values to target, such as T-Mobile Australia and T-Mobile United Kingdom. You can target any or all of the individual values under T-Mobile. However, you cannot target the mobile carrier T-Mobile in order to target the values below it. You must select all of the individual values under it instead.
Other flat targeting includes most of the targeting groups under the Device targeting type: Device category, Device capability, Browser, and Browser language, Operating system—with the noted exceptions for operating systems being Android, Apple iOS, and WindowsPhone, which are hierarchical. Hierarchical targeting includes Manufacturer/device (under the Device targeting type), and all targeting groups under the Inventory and Geography targeting types.
- Device category
- Device capability
- Browser language
- Operating system (except Android, Apple iOS, and WindowsPhone)
- Android, Apple iOS, and WindowsPhone operating systems
Why is all this important?
The distinction between hierarchical and flat targeting is relevant in the context because adding targeting groups in product segmentation and designating the same targeting as customizable is allowed only for hierarchical targeting. For flat targeting, if you want to add values in product segmentation, they cannot also be designating as customizable.
The targeting you add under the Targeting section will be added to every product generated (unlike the targeting added as product segmentation). If you need to break up products based on targeting, you should add targeting values under Product segmentation instead or the Targeting section.
For example, if you add the values ad-unit-1, ad-unit-2, and ad-unit-3 from the Ad units targeting group to the Product segments section, you will create three unique products, one of each targeting one of the three ad units. In this same product template, if you targeted Google Chrome (under Device > Browser) in the Targeting section, each of the three products generated would target Google Chrome browsers.
Note that the same targeting groups cannot be used both in the Product segmentation and in the Targeting sections. If you add a value from one targeting group in Targeting section, that targeting group must be excluded from the Product segmentation section, and vice versa.
For example, suppose you targeted Google Chrome. This targeting values comes from Browser targeting group under Device. In doing so, you must exclude the entire Browser targeting group from the Product segmentation section, even if you targeted a different value—say, for example, Firefox. Having this targeting group represented in both sections would result in a conflict, and DFP would warn you to remove the targeting group from one of the sections.
In the Customizable section, you can designate what targeting and delivery settings are customizable by a sales representative. The targeting or delivery settings you designate as customizable are customizable in all products generated by the product template. When sales representatives add one of the products to a proposal, they will be able to modify the targeting or delivery settings selected.
The four categories of what can be customized that concerns us are:
There are certain best practices you should follow depending on what you're targeting and customizing. Let's take a look at the details of each category and the things you should note as you're targeting them or designating them customizable.
|Delivery settings customization|
Customization for delivery settings is comprised of three options:
"Frequency" and "Day and time" designate as customizable their corresponding settings under the Delivery section. The "All other delivery settings" option designates the remaining delivery setting as customizable—namely, "Deliver impressions", "Display creatives", and "Rotate creatives".
Allowing sales representatives to customize delivery settings means that they can configure them in any way. So, for example, making frequency customizable means that sales representatives can completely remove frequency caps, add additional frequency cap settings, or change any frequency cap settings originally included in the product template.
Good to know about customization and workflows
Even though you might designate some delivery settings customizable, you can introduce additional controls for sales representatives on delivery settings through workflows (business rules), such as creating a validation rule restricting or disallowing the option "As fast as possible" for "Deliver impressions" setting. Note that these kinds of rules can be set up for every type of delivery setting except day and time settings. No option to set a workflow rule exists for day and time, so make note of this as you are designating it customizable.
|Hierarchical targeting customization|
Hierarchical targeting includes Inventory, Geography, Manufacturer/device, and Operating system (only Android, Apple iOS, WindowsPhone). In the case of postal code targeting, ensure that Geography targeting type is selected if you want to allow sales representatives to customize postal codes.
When you indicate that hierarchical targeting can be customizable in the Customizable section, sales representative can modify this targeting in proposal line items in any way. This means sales representatives can remove and add any value of the targeting designated as customizable. This is true even of values you target in the Targeting section: sales representatives can remove any existing targeting that originated from the product.
For example, if you exclude New York State, then all of its children are excluded—New York City, Albany, Buffalo, and so forth. However, "same level" values are included (that is, all of the other states in the United States), plus, any "higher levels"—other countries, like Canada, China, France, and so forth.