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Targeting and premiums in proposal line items

When you add a product to a proposal, its setting are duplicated in your proposal as a proposal line item. Products are created by a DFP administrator, and how the are defined determined by the business needs of your organization. Some products have targeting and delivery settings that must be sold as-is and, therefore, cannot be modified. Other products might allow you to modify some targeting or delivery settings, depending on how your DFP administrator set up those products and what the business needs are of your organization.

This article explains to what degree you will be able to customize targeting or delivery settings if they have been made available for modification.

This article covers the following topics:

Premium charges

If your DFP administrator has configured premium charges for customizing targeting or delivery settings, any change made to targeting or delivery setting trigger premium charges.

Whether or not there are premium charges is based on the rate card you used when creating proposal line items. Premium charges can be seen as soon as you make modifications in the "Cost" section of a proposal line item.

For example, suppose you a premium charge of $10 exists for the use of "Browser" targeting, and this targeting is available for customization. When you customizes this targeting, a $10 up-charge is added to the proposal line item. Note that even if the up-charge is added to the proposal line item, you are allowed to remove premium charges. Find the premium charge under the "Cost" section and simply deselect the checkbox.

Learn more about how premium charges work in Premiums.

Hierarchical versus flat targeting

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 on a hierarchy, 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. You cannot automatically target sets of values on any kind of hierarchy. Targeting a flat value does not 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, in the Connection targeting type, you can click Mobile carrier, then 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 cannot, however, target the Mobile carrier or T-Mobile values themselves in order to target the values below them. You must select individual values 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.

Flat targeting:

  • Device category
  • Device capability
  • Browser
  • Browser language
  • Operating system (except Android, Apple iOS, and WindowsPhone)

Hierarchical targeting:

  • Android, Apple iOS, and WindowsPhone operating systems
  • Geography
  • Inventory

The distinction between hierarchical and flat targeting is relevant in the context of sales management because how you are able to customized targeting depends on whether it is hierarchical or flat targeting.

How customizable targeting works

How you can customize a proposal line item depends on what is being customized. There are also certain best practices you should follow depending on what you're targeting and customizing.

The four categories of what can be customized that concerns us are:

Let's take a look at the details of each one now.

Delivery settings customization

Customization for delivery settings is comprised of three options:

  • Frequency
  • Day and time
  • All other delivery settings

If these settings are customizable, you can customize them in any way—from completely excluding them to adding configurations to each one. Note that you might still have to abide by any business rules imposed on these settings by your organization. These rules and any warning or error messages are specific to your network and created by a DFP administrator.

Key-value customization

If a key has been made available for customization, it means you are able to target any value for that key.

For each key that is customizable, if there is an IS expressions (inclusive), you can remove values but you must use at least one value for this key in your targeting. For keys of the IS NOT expression type (exclusive), you will be able to add as many additional IS NOT values but be unable to remove the values originally included in the product.

Audience segment targeting and customization

Audience segments can be targeted in the Key-values section, along with other key-values.

Flat targeting customization

Flat targeting includes Device category, Device capability, Browser, and Browser language, Operating system (except Android, Apple iOS, and WindowsPhone).

When your DFP administrator indicates that flat targeting can be customizable, you can modify this targeting in proposal line items in any way. This means you can remove and add any value of the targeting designated as customizable. This is true even of values originally targeted in the product.

Customizing hierarchical targeting customization

Hierarchical targeting includes Inventory, Geography, Manufacturer/device, and Operating system (only Android, Apple iOS, WindowsPhone).

When your DFP administrator indicates that hierarchical targeting can be customizable, you can modify this targeting in proposal line items in any way. This means you can remove and add any value of the targeting designated as customizable. This is true even of values originally targeted in the product.

Exceptions to limits on customization

The limits or degree to which you can modify a proposal line item is based on how the originating product was defined. The proposal line item is "linked" to this originating product and, therefore, these limits persist throughout the life of a proposal line item.

There may be cases, however, when the original restrictions imposed by the product on how a proposal line item can be modified cause undesired results. For example, you might have gone through long negotiations with an advertiser and might be near closing a deal—but the advertiser asks for certain targeting which the original product does not allow you to modify.

Rather than look for a another product and create another proposal line item, which satisfies the advertiser's request, you can request and exception from your DFP administrator, who can remove restrictions on targeting and delivery settings imposed by the original product. Note that restrictions are often there for very good reasons and that your DFP administrator may not always be able to grant exceptions.

DFP admin content            Learn more about how your DFP administrator can use this feature, along with what can be modified and how premiums work after proposal line items are unlinked, in Remove restrictions on proposal line items.

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