DFA(DART for Advertisers)

DART for Advertisers (DFA), an integrated advertising management and serving solution, powers billions of ads per month. Robust, scalable and backed by round-the-clock customer support, DFA helps you juggle even the most complex, multi-media campaigns with tools to streamline ad management, trafficking and workflow.

DFA is an ad management and serving solution that can help you manage the entire scope of your digital marketing program. Whether you work alone or with a team of 100, you can rely on DFA's streamlined workflow, redesigned trafficking system, and powerful reporting features to:

1. Manage, traffic, serve, and review your online display, rich media, and search marketing campaigns across channels.
2. Automate manual and time-consuming trafficking tasks.
3. Enjoy consistent measurement and understand how customers interact with your brand across all channels in your online media plan.
4. Turn marketing dollars into profit.

Advanced targeting brings you closer to your audience
DFA’s sophisticated targeting ensures your ads reach the right audience. Choose from a variety of targeting options, including:

Audience segment
• Geography by DMA, countries, states, ZIP, and area codes
• Dayparting
• Website content, categories, and site placements
• Browser type and operating system
• Keywords

Creative optimization puts your best ads forward
With DFA creative optimization, you can adjust your campaigns to serve only the best-performing creatives based on criteria and goals you set. For example, you can optimize by clickthrough rate, post-click conversion activities, or post-impression activities. Also, DFA's minimum percentage feature prevents creative burnout and drop-off of ads that might improve over time. As a result, you won't need to monitor your campaign placements and creatives constantly or wait for publishers to replace poorly-performing creatives.

Integrated reporting clarifies results
Report Central, DFA’s reporting dashboard, provides data for your online media plan, including display ads, rich media, video, and search. You can customize and save frequently-run reports, view performance data across multiple web channels, and automate report delivery.

A unified platform improves efficiency
DFA shares the DART platform with MediaVisor, DART Search, DoubleClick Rich Media and Video, and the DoubleClick Advertising Exchange. Together, these solutions can help you master even the most complex online advertising strategy.


DART: Dynamic Advertising Reporting and Targeting
DFA is basically an online advertising tool. Here you can create campaign, organize the ads and multiple formats of reporting (like inventories details and targeting). Advertisers and agencies can create and manage campaigns centrally across all media buys using DFA.


Parts: There are the three main tabs in DFA
Trafficking
Reporting
Administration


Trafficking: -
1. Campaign
Serving Advertisement = Advertisement + Publishing Site
Advertisement=Creative (One or more) + Landing Page URL
Creative = (Flash Creative +DFA Click Tag) + Image (Gif or Jpeg)
DFA Click Tag (for Flash Creative)
on (release)
{
geturl(_level0.clickTag, “_blank”)
}

Flash Creative Size= max 30kb, 3 frame
Image File=20 kb

There are two kinds of Tag
1. Standard Tag
It holds an Impression source, Impression Tracker, Click Tracker, IP Tracker, and Time Stamp Tracker.

2. Click Tag
It holds a Click Tracker, IP Tracker, and Time Stamp Tracker.

2. Spot Light Tracking
Spotlight associates the Double-click cookie who viewed/clicked on an ad.
Tracking Landing Page events
Counters: These type of tag tracks the number of times a browser visits a web page.

Sales: This type of tag tracks the monetary amount of items purchased, as well as the number of transactions or the number of items purchased.

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Reporting: -

Home
This is the home page of Report central.

Reports
This page shows all reports links with their details.

Queries
This is main working page of the report central; here you can create queries according to the single advertiser, network and geography.

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Administration: -
Here we can create and update placement site and update existing media templates.

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