Best Practices: Buying through DoubleClick Bid Manager

Below you will find recommendations and tips for setting up and optimizing successful campaigns in LiveIntent’s premium publisher inventory, using DoubleClick Bid Manager (DBM).

 

Where to Find LiveIntent

  • Select LiveIntent as the inventory source. LiveIntent is listed as a sub-exchange under public inventory source “BidSwitch.”  

 

Targeting

  • Under “Environment,” select all, EXCEPT video. Select Desktop Web, Mobile Web, Mobile App and Mobile App Interstitial, etc.
  • Do NOT include Viewability is “greater than XX%”.
    • Note: This is not needed because 1) Viewability can’t be measured in the email inbox, as JavaScript does not work 2) Our email inventory is highly viewable by nature.
  • We recommend running campaigns across the full LiveIntent network of publishers to maximize scale at campaign launch.
  • After the campaign has been running, optimize to only include the top performing domains.
    • Create custom whitelists from the full list of LiveIntent publishers.
    • Include at least 40 publishers in a whitelist.
    • Note: the LiveIntent team will gladly assist you to build optimal whitelists.
  • Leverage any first and/or third-party data segments available in the DSP.
  • Do NOT include a frequency cap.
    • Note: A frequency cap is not necessary, because the average user across LiveIntent inventory is only opening 1-2 emails a day.

 

Creative and Tags 

  • You MUST export tags from DoubleClick Campaign Manager (DCM) and manually upload into DBM, under ‘Third-Party tag’ at the advertiser level.
    • You MUST use the standard tags from the export.
    • Do NOT use the pour over tags from DCM in the campaign, as they will NOT work.
  • Declare all third-party tracking tags.
  • Set ALL third-party JavaScript pixels to monitoring only by turning on the “no-script” section.
  • Enable static/H5 creative using .GIF, .JPG, .PNG files.
    • Note: Dynamic ads will NOT work.
  • Use all of the approved creative sizes:
    • 728x90
    • 300x250
    • 160x600
    • 300x600
    • 970x250 marquee. 

 

Bidding strategy

  • Set a max CPM of around $10 for Run of Exchange (ROE).
  • Set a max CPM of around $12-15 if the campaign is running on a whitelist, or if first- or third-party data segments are being used for targeting.
    • The average eCPM will be between around $1.50-5, depending on the campaign type and targeting in place.

 

Reporting

  • View reporting on key metrics in your DSP consule.
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