Data pass FAQs

• Standard assets required for any rich media campaign
• Completed feed
• Dynamic image files
• Dynamic copy
• Exit URL(s)
• Data pass verification process completed 
• Target segment IDs
• Font files for dynamic banner copy

We are working on a Display & Video 360 data pass demo and will post it soon.

You can target your data based on third-party or first-party data – basically, any data that can be passed through on the impression. The data must be passed through when the ad is served and it must be unencrypted. You can use data from many sources: Display & Video 360, Google Display Network, even other publisher sites.

The user is eligible to see content from any target segments with corresponding info in the feed. For example, if a user is in segment 234534 and segment 453234, and there are multiple rows in the feed that target segment 234534 or segment 453234, then the user is eligible to see any of these rows.

Data pass differs from the dynamic remarketing feature because it is executed at a different level. Data pass lets the advertiser achieve list-level remarketing, while dynamic remarketing provides product-level remarketing. For example, Display & Video 360 can capture lists of users based on particular categories (e.g. "moms", "teens") and then pass which list the user is associated with to the creative; therefore, a different version of the creative is served to each user list (i.e. segment). Product-level remarketing is based on setting up Floodlight tags and targeting content to specific users based on the product or category pages they have previously viewed.

Display & Video 360 is Google's demand-side platform (DSP), which allows advertisers to buy inventory on various ad exchanges and networks and to use programmatic buying (for example, audience segmentation and bid strategies) to optimize their media buying. Through Display & Video 360, advertisers can use many data points, such as first-party data (for example, remarketing lists) and third-party data (for example, data bought through companies like BlueKai) to help them target and optimize their bids for ad inventory.

With Display & Video 360, data that is used to optimize media buying could also be used as signals for dynamic creatives, letting you serve dynamic content relevant to users targeted via Display &Video 360. The main types of data available are first- and third-party segments. For example:

• First-party data: A financial services client sets up separate Campaign Manager 360 Floodlight remarketing lists on different parts of their site (for example, "checking accounts" vs. "credit cards"). A dynamic creative can then determine dynamic content and messaging based on which part of the site the user visited. If the user visited the credit cards page, the creative might include images and messages about credit card offerings.

• Third-party data: A retail advertiser purchases BlueKai behavioral segments such as "Electronics enthusiast" and "Fashionista" to help their media targeting. The advertiser can also use this data to decide what products to show in the dynamic creative, for example, TVs and cell phones to "Electronics enthusiasts" and apparel to the "Fashionistas."

Please follow the Dynamic creative best practices.

For example, the dynamic creative content is targeted to users in segments 1111 and 2222, but a user in segment 3333 is selected for a dynamic creative impression. There are two potential results, depending on how the feed was created to handle these situations:

• If there is a Default content column in the feed, then the default content row will be served in this scenario. As long as the default content row is set to TRUE in the feed, the user will be served the default.

• If you did not include a Default content column in the feed, there is no eligible content to serve. Campaign Manager 360 chooses another creative in the rotation (based on priority) to serve to this user. If there is no other creative in rotation, Campaign Manager 360 serves the default ad. 

Advertisers add macros to the ad tag. Here's an example for how it works with Display & Video 360:

Sample ad tag from Campaign Manager 360 synced with Display & Video 360 Manager:
http://ad-ace.doubleclick.net/adi/N7421.127121.DOUBLECLICKINC. /B7133722.2;sz=300x250;lineitem=${CAMPAIGN_ID};ord=[timestamp]?

Display & Video 360 macro in ad tag
${CAMPAIGN_ID}

On impression, the macro is replaced by Display & Video 360 with the data pass value. For example, the ad tag could look like this:

Sample ad tag on impression
http://ad-ace.doubleclick.net/adi/N7421.127121.DOUBLECLICKINC. /B7133722.2;sz=300x250;lineitem=12345,98574,32421;ord=1360680333

In this example, the ${CAMPAIGN_ID} macro returned 12345,98574,32421, where each ID could be a different line item from Display & Video 360. Dynamic creatives can then use these values to select dynamic content based on the dynamic feed.

A maximum of 1,000 characters can be passed through from Display & Video 360 in the macro. It stops passing values at or before that character limit (it never passes incomplete segment values).

This should not be a significant issue. Only targeted segments pass through in Display & Video 360, so the 1,000 character limit should rarely be hit.

The data must be delivered on the ad call and it must be unencrypted.

Whatever you want! As with any column in the feed, you can name the column whatever makes the most sense for your campaign. Usually, the data pass column is named to match the key entered into Step 3 and Campaign Manager 360 (e.g. user), but this is not required. It is important to note that once the campaign is live, you cannot change the name of any of the columns, or the creative may break.

Yes. At the Campaign Manager 360 placement level, traffickers must populate the additional key-values with the full macro. It is critical the Additional Key-Values field is populated before the traffickers pull any ad tags.

There are also some trafficking considerations to keep in mind for dynamic creatives in general. For more information, see Dynamic trafficking FAQs.

To test data pass campaigns, insert the ID of audience or line item directly into the ad tag by replacing the macro with the test value.

Example ad tag with values inserted in place of macros

http://ad-ace.doubleclick.net/adi/N7421.127121.DOUBLECLICKINC. /B7133722.2;sz=300x250;lineitem=12345;ord=1360680333