'RXEOH&OLFNStudio Creative Merge in DFA 6 For Media Agencies Lisa Michels

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Agenda • When Will Studio Creative Merge Be Available in DFA6? • How does my DFA6 Network get Enabled? • What Is Studio Creative Merge? • What Does Studio Creative Merge Solve? • How Does Studio Creative Merge Work? • An Example • FAQs

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When Will Studio Creative Merge Be Available? • This feature will release to both Studio and DFA 6 on Feb 20, 2010 • This feature is only supported for Studio Rich Media creatives • This feature only appears at the Ddvertiser level Freative Oibrary • This feature is not supported for Ad Kit (MTF) Rich Media creatives • This feature is not supported in DFA/DFP 5 • This feature must be Hnabled by a Vuper Xser at the Qetwork level prior to access for use

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How does my DFA6 Network get Enabled? 1. There is a new DFA 6 Qetwork Oevel permission for enabling Creative Merge called "Enable Creative Merge" 2. This should be turned ON if the client is using DFA6 exclusively for rich media (not if they are switching between 5 & 6) 3. Once this network permission is turned on, all creatives from Studio will use the new creative merge feature 4. This network permission can be turned off at any time Note: If you use both DFA5 and DFA6 -and- you choose to Hnable Creative Merge in DFA6, you will be required to pull in a NEW creative in DFA6 each time you want to see the new version for a campaign trafficked in DFA5.

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What is Studio Creative Merge? Studio Creative Merge allows a trafficker to merge (update) a Rich Media creative that was previously uploaded into DFA6 from Studio. - This retains certain DFA settings that might have been made in the original creative.

When a Rich Media creative is updated in StudioDQG approved and pushed to DFA6, an "Update Available" message appear alongside the creative name in the DFA Advertiser level creative library. - When this appears, a trafficker will be required to choose whether to keep the original, overwrite it with the newer version, or merge the two.

When a Rich Media creative is merged there are certain settings from Studio and certain settings in DFA6 that will be retained. - DFA automatically determines which properties are different in the Studio and DFA versions, then resolves any discrepancies by choosing properties from one or the other based on predetermined criteria. Which settings “win” between the Studio and DFA versions will be defined later in this session. Anything defined as a “trafficker” setting in DFA will be retained, anything defined as a “creative” setting will be updated.

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What Does Studio Creative Merge Solve? Reduce Creative Library Entries • When a creative is revised in Studio and pushed to DFA6, it creates a new creative ID in DFA7his makes WKHcreative library busy. Creative Merge helps reduce multiple versions. Reduce Re-trafficking Time • When a creative is altered in DFA6 and assigned to an Dd, if a new/updateG creative is pushed from Studio the trafficker is required to:  redo any DFA selections/entries they had made  un-assign the original creative from all relevant Ads  re-assign the new creative to all relevant Dds  Creative Merge helps reduce re-trafficking.

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How Does Studio Creative Merge Work? The first time a Studio creative is pushed to DFA 6 •$Qew creative/creative ID appears in the Ddvertiser level Freative Oibrary • Business as usual, nothing new When a subsequent Studio creative is pushed to DFA 6 • An “Update Available” link appears next to the creative • Trafficker is required to click on “Update Available” which opens a dialog box displaying the creative versions they can choose from

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How Does Studio Creative Merge Work? When a trafficker clicks the “Update Available” link, WKUHH creative versions DUHdisplayed: Current Creative: This is the version of the creative as it exists now in DFA. It includes all edits made by the trafficker in DFA after it was published from Studio. Updated Creative: This is the new version of the creative published from Studio. Merged Creative: This is a system-generated version of the creative, combining various properties from both the current and new creatives. DFA automatically determines which properties are different in the Studio and DFA versions, then resolves any discrepancies by choosing properties from one or the other based on predetermined criteria. Which settings “win” between the Studio and DFA versions are preset, and will be defined later in this session.

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How Does Studio Creative Merge Work? A Trafficker can take the following actions for each of the WKUHH versions: Current Creative  Use Current: This simply makes WKH“Update Available” link go away. It’s equivalent to ignoring the updated version of the creative pushed from Studio. Note that the “Update Available” link will appear if the creative is subsequently pushed from Studio again.

Updated Creative  Overwrite Current: This overwrites the current creative in DFA with the updated creative. It overwrites all creative-ad assignments, so no need to re-traffic!  Save as New: This pulls in the “Updated Creative” as a new creative, and leaves the current creative intact.

Merged Creative  Overwrite Current: This overwrites the current creative in DFA with the updated creative. It overwrites all creative-ad assignments, so no need to re-traffic!  Save as New: This pulls in the “Updated Creative” as a new creative, and leaves the current creative intact

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How Does Studio Creative Merge Work? What is the Merged Creative?  In short, the Merged Creative is a system-generated creative that preserves most of the DFA 6 settings the trafficker made to the current creative, in addition to the new creative settings specified in Studio. What happens if there is a conflict between a DFA 6 setting and a Studio setting?  One of the settings will “win” In short: • DFA will “win” for trafficker settings - things a trafficker has last say in HJexit URLs, survey URLs). • Studio will “win” for creative settings - things a creative designer has last say in (HJcreative layout, images, 6:)s).

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How Does Studio Creative Merge Work? Examples of what will “win” in DFA6 Property

Studio

DFA

3rd Party Impression URL

X

Ad Server Parameters (Geo Data, Site Name etc.)

X

Custom Ad Tag Parameters

X

Exit URL

X

SWF Dimensions

X

SWF Filename

X

For a full list of which setting “wins”, see the Rich Media Help Center Article http://www.google.com/support/richmedia/bin/answer.py?answer=171317

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An Example 1. The “In-Page Services Training” creative is initially pushed to DFA6, creating a new creative/ID in DFA6.

2. The following settings are changed in DFA6 by the trafficker: Click through URL: http://www.dfaexiturl.com Survey URL: http://mytestsurveyurl.com Impression URL: http://mytestimpressionurl.com Ad Server Parameters: Geo Data, Site name Google Confidential and Proprietary

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An Example 1. The creative is revised in Studio where the creative agency changes the following settings: Click through URL: http://studiotesturl.com W-Mode: Changed from Opaque to Transparent

4. The updated creative is then pushed again to DFA6, where the “Update Available” link now appears next to the creative.

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An Example 5. The DFA trafficker must click “Update Available” to view the three different creative versions. Creative name and events are listed by default.

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An Example 6. The trafficker can click on “Additional Settings” to see all settings.

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An Example 7. Note which settings are preserved in the Merged Creative. The trafficker settings are saved in the Merged Creative!  Click through URL: http://www.dfaexiturl.com  Survey URL: http://mytestsurveyurl.com  Impression URL: http://mytestimpressionurl.com  Ad Server Parameters: Geo Data, Site name  W-mode: Opaque

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FAQs What happens if the creative type is changed in Studio and pushed a second time, or if the creative dimensions don’t match? This is a rare case and will show a warning saying that updated creative is incompatible and user can choose to use “Current Creative or “Updated Creative.” There won't be a “Merged Creative” option for this case. What happens to the edit HTML code when when you choose “Merged Creative”? If the HTML code has been edited, the edited HTML will be lost if the user chooses the “Updated Creative” or “Merged Creative.” The user receives a warning in this case so they know edits will be lost. What happens to copies of the creative I make in DFA 6? Any copies made in DFA6 will retain the link with the original Studio creative. So all copied creatives will show the “Updated Available” link in the Creative Library. Does this affect only those creatives pushed for the first time after February 20, 2010? No. It affects all creatives in a DFA6 "Creative Merge Enabled" network. So if creative was pushed February 19 or before and a new version pushed after February 20, it will show “Update Available.”

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FAQs If you select "overwrite current" in the “Updated Creative” option (rather than the “Merged Creative” option) will it keep the ad assignments but take the new URLs that were set in Studio? "Updated Creative" + "Overwrite Current" does exactly what you wanted -- updates the URLs and maintains ad assignments. If you have not made additional GeoData or Key Value type adjustments at the Creative level, then this option would be a good one to overwrite exit URLs if that was the only change. If you archive a creative at the advertiser level, but then an update is pushed, will the creative you had copied to the Creative level (prior to archiving that advertiser level creative), still be available for "merge"? If you archive a creative at the advertiser level, it gets removed from the campaign level as well. • And in fact, you can't archive a creative at the advertiser level without removing all assignments at the c ampaign level. • However, if you look at the archived creative (advertiser level), you see the "Update Available" notification as expected. • And if you unarchive it, it pops back into the campaign-level creative list. If you copy from one advertiser (a parent advertiser) to ten other advertisers, and THEN copy down to the Campaign level... will you lose that association still? If you copy to another advertiser before making ad assignments, and then archive the "parent" creative, it will still remain active in the new advertisers that you copied to...so "Update Available" should still be an option.

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FAQs What does the DFA 6 change log show? The change log shows what the settings were before and what they were changed to. It also shows the user who changed them and a time stamp. There is no indication if the edit resulted from a creative merge or if the settings were made manually to the creative in DFA. Does the warning about the edited HTML being overwritten appear only to super users or to all users? It appears to all users. Is the logic behind choosing "merge winners" (Studio vs. DFA) arbitrary? No, it is in line with existing workflow behaviors. A safe generalization to make is that DFA values win wherever DFA is the last (or only) place a value can be edited. So for any parameter -- video setting, checkbox, event reporting names, exit URL, etc. -- that can be edited for the last time in DFA, a merged creative will inherit or retain the DFA values from the current creative. For parameters that can only be edited in Flash or Studio -- things like video URLs, video smoothing, expanding offset for peel-downs, etc. -- a merged creative will use the Studio values from the updated creative.

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FAQs How does this affect me if I'm using DFA5 only? It does not, as Creative Merge will not be enabled for your network. How does this affect me if I'm using both DFA5 and DFA6 simultaneously? If the Creative Merge feature is enabled, creative updates will use Creative Merge logic. You will have to go into DFA6, choose "Update Available," select "Save as New," and then return to DFA5. "Save as New" is the only option that will allow the new/updated creative to display in DFA5, if Creative Merge is enabled in DFA6. Since this can be inefficient, we recommend waiting to enable Creative Merge until you are working with Rich Media creatives in DFA6 only. Will there be an automated notification email that there is an Update Available? No, there will not be a notification from DART, however the creative agency or Rich Media campaign manager should copy trafficking/media teams when an updated creative is pushed from Studio. You will recieve a QA Update email from Studio, but not a notification from DART. As a best practice, Trafficking and Media teams should discuss this process with all creative agencies that they work with, to ensure proper notification. How do I get my network enabled for Creative Merge? Submit a request to your Technical Account Manager (TAM), DFA Support team ([email protected]), or Rich Media CM to enable your account for Creative Merge.

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Questions We will provide a one-sheet reference to our trafficking partners, as well as a reference to our online Rich Media Help Center for full details.

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