Configuring DFP (DoubleClick for Publishers) with universal tags could be very beneficial to a publisher who has gone live with the Marfeel solution, however, it can also contain some risks depending on their familiarity with the ad server. 

Benefits

One of the main benefits of configuring DFP with universal tags is that it can empower publishers and their advertising setup through one tag that provides them with complete control. With just one universal tag, clients can generate different campaigns for different sections or any positions they choose.

All the power is firmly placed with the client, and any change they make on their end is automatically translated in their Marfeel mobile version. Conversely, publishers that don't use DFP universal tags would need to contact Marfeel to replicate any ad configuration changes they make to their desktop site.

Another significant asset for DFP configuration with universal tags is that it accelerates our ad integration for a publisher's Marfeelized site because it fits perfectly into our default configuration. Otherwise, we have to adapt to our clients' tags and configurations. 

Risks

For publishers unfamiliar with DFP, integrating it with universal tags could lead to oversights that could negatively impact advertising revenue.

We have seen cases in the past where clients unfamiliar with DFP integrated it on their own and missed important elements that led to lost campaigns and forfeited revenues. 

For these reasons, it's important to understand how DFP works and to follow the guidance and steps we provide for integrating a universal DFP tag for Marfeel.   

Set up universal tags on your pages

The universal DFP tag that you configure for your Marfeel solution should resemble the following:

googletag.defineSlot('/123123123/marfeelTag', [[300, 600],[160, 600],[728, 90], [970, 90], [300, 250], [320, 50]], 'div-gpt-ad-123123123')
CODE

'/123123123/marfeelTag' is a concatenation of the publisher's DFP identifier and the name of the line they create. This must be a new one dedicated to Marfeel. 

[[300, 600],[160, 600],[728, 90], [970, 90], [300, 250], [320, 50]] are the default sizes of the banners we support for tablet and smartphone.

Key-values

The key-values in this tag help target ads based on the information sent.

The list of key-values Marfeel includes are:

  • The platform so the publisher knows this tag is being called inside Marfeel. 
    Key-value: ('platform','marfeel') 
  • The section (for example Home, News, and so on) so the publisher knows which section of their site the tag is being called.
    Key-value: ('section','news') or ('section','home') and so on
  • The position of the tag in the article or section.
    Key-value: ('position','1') or ('position','2'), and so on 
  • The location of the tag within a section (article mosaic) or the article (article details) using a key-value level.
    Key-value: ('level','0') where 0 represents the article mosaic or ('level','1') where 1 indicates the article details.
  • The enviroment where the tag is rendered using the key-value ('mrfEnv', 'browser'). The values can be 'browser', 'native' or 'standalone'. 

With key values, the tag would resemble the following:  

googletag.defineSlot('/123123123/marfeelTag', [[300, 600],[160, 600],[728, 90], [970, 90], [300, 250], [320, 50]], 'div-gpt-ad-123123123').setTargeting('platform','marfeel').setTargeting('section','news').setTargeting('position','1').setTargeting('level','0');
CODE

 For more information on key-value targeting, see the DFP online help.

Creatives and Sizes

The universal tag the client provides us with must also have the creatives attached to is, with each size they want served. 

The minimum for the sizes that need to be included are:

  • 300x250
  • 300x50
  • 160x600

New tags

When a client creates a new ad tag for Marfeel, they must include the new tag in their Line Items, Orders, and Ad Exchange fallbacks so we can keep serving their campaigns as normal.

For more information on creating Line Items and Orders, see the DFP Online Help. 

To learn more about DFP, join Google's Publisher University.