NPR

Core Publisher: Custom Targeting with DFP

NPR Digital Services’ Core Publisher is integrated with DFP, which means it has been built to allow DFP and Core Publisher to connect. However, we do not provide support for DFP. We do not support the creation of new orders, line items, or adding creatives within DFP. If you need help with using DFP or have other questions about managing your DFP account, Google’s DFP Help Center will provide the most comprehensive level of support and instruction:
https://support.google.com/dfp_premium/?hl=en#topic=28132
 
DFP Support
Ads/Underwriting are not required for Core Publisher sites. However, if you would like to have ads/underwriting on your Core Publisher site, you must use Google’s DoubleClick for Publishers or DFP.

What is Custom Ad Targeting?

All ad targeting happens in DFP. Custom ad targeting allows you to target ads to show up, or not show up, on specific pages on your site (ex. Setting up an ad to only show up on a local music program page; or setting up all of your ads to not display on your Business Partnership page.)
 
Learn more about custom targeting in Google’s DFP Support Center :
https://support.google.com/dfp_premium/answer/188092?hl=en
 
Before you set up any Custom Targeting for underwriting on your Core Publisher site, you should sit down with your underwriting team and discuss a targeting strategy that will determine which pages, if any, need advanced targeting based on program sponsorships, tiered underwriting sales, or other factors. Most stations will simply target all ads to any available block placement, which is better known as run of site (ROS).  This provides the most reach for their campaigns and underwriters. 

Finding Your Key Value Pairs
 
The first thing you will need can be found in the Source Code of your Core Publisher site.  This is where you will find your targeting key value pairs. Key value pairs are a set of two linked data identifiers. If a line item targets a key:value, the ad server will only serve ads to the areas on your website that include that key:value in the source code.
 
 
  1. Navigate to the specific page, program, topic, category, person, or post that you would like to target ads towards on your Core Publisher site.

  2. Right Click anywhere on the page and select “View Page Source” or use your web browser's menu options to View Page Source.

  3. In the Source Code window, do a “Find” (ctrl+f or command ⌘+f on Mac) for the word "targeting".

 

  1. After "targeting" you'll find brackets. You’ll see several key:value pairs in the brackets. They are specific to the page that you are on. The “key” is first in parentheses, the colon separates it from the “value.” (Ie. “Type” is the key : “agg” is the value.)

  2. You can target as broad or as granular as you like.

  3. Broad Ex: "targeting":{"type":"agg","agg":"homepage”}.
    Selecting “type”:”agg” means any area of the site that is an aggregation page will be targeted.
    Selecting “agg”:”homepage” includes only aggregate pages called homepage.
     
    Granular Ex: "targeting":{"id":"54321","type":"post", “tags”:”climate”}.
    Selecting ”id”:”54321” the key would be "id" and the value would be that specific post's id number, "54321." You are targeting only one specific post.
    Selecting “tags”:”climate” the key is "tags"  the value is "climate." You are targeting all posts that were tagged with the word "climate."

  4. Copy the key value(s) of your choice and paste them onto a plain text editor (Notepad or Textedit).  You will need to reference these later.


Adding Your Key Value Pairs into DFP
Now that you have your key value pairs, you must add them into your DFP account.

  1. Login to you DFP account.
  2. Click on the Inventory Tab in the top grey tool bar.
  3. Locate the grey tool bar on the left, click Key-values
  4. Click the red New Key button.
  5. In the Name field type the key (without quotation marks).
  6. Then click the red Add Value button. 
  1.  In the window that appears, enter the value (without quotations marks).

  2. Click Apply.

Targeting Your Ads
Finally, you can now use the key values you've entered into your DFP account to target your ads to specific areas of your site.

  1. Click Delivery in the grey tool bar at the top of the page. 

  2. Click on a specific order.

  3. Click the line item that you want to target.

  4. Scroll down to find the Add Targeting section. 

  5. Select Key-Values from the navigation on the left of the Ad Targeting table.

  6. Place your cursor in the Select Key field.

  7. You will see a drop down list with your keys appear.

  8. Click on the appropriate Key.

  9. Place your cursor In the field that appears below the Key, and select the Value from the options that appear.

  10. Locate the Selected Criteria section on the right side of the screen.

  11. You will see your Key-value is now assigned to this line item.

  12. Scroll down and click Save to enable your custom target on your site.

Note: It may take several minutes for your custom targeting to appear on your site.

Negative Targeting
You may encounter circumstances where you do not want ads to appear on a specific area of your site.  You can negatively target these areas using key values. You must complete the steps in the Finding Your Key Value Pairs & Adding Your Key Value Pairs into DFP sections above before moving forward.

  1. Repeat steps 1 - 9 in the Targeting Your Ads section above.

  2. After you enter the Key, look to the left of the Key for is.

  3. Click on is and you'll see is not appear.

  4. Click on is not

  5. Place your cursor In the field that appears below the Key, and select the Value from the options that appear.

  6. Example: Type is not homepage, means the ad will show on any area of your site that is not the homepage.

  7. Locate the Selected Criteria section on the right side of the screen.

  8. You will see your Key-value is now assigned to this line item.

  9. Scroll down and click Save to enable your custom target.

  10. It may take several minutes before the custom targeting appears on your site.

Note: It may take several minutes for your custom targeting to appear on your site.

  If you would like to see an example of how this is done, watch the training video.

Questions? Having Trouble? Contact Station Relations

Attachments

Managing_Underwriting_with_DFP_-_August.pptx Managing_Underwriting_with_DFP_-_August.pptx

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