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Overview

Tag Manager enables you to use a retargeting activity in an exposed to/not exposed logic when you want to target users:

  • That visited an advertiser's website.

  • That viewed a specific product.

However, there may be instances when an agency wants to target users that were exposed to/not exposed to a specific ad.

For example, to check when one ad is serving better than another ad, A/B testing can be run. In this scenario, every user that sees ad A will always see ad A, and every user that sees ad B will always see ad B. Then, the agency can analyze which ad performed better.

As a workaround, Sizmek Ad Suite allows you to set a retargeting activity as a 3rd party event on the master ad, and then create a target audience based on this retargeting activity.

How Does It Work?

The basic steps to implement this workaround include the following:

  1. Create a retargeting activity. For more information, see Work with Retargeting Activities.

  2. On the master ad, add an impression tracking event using one of the following scripts:

    1. Retargeting tag script

    2. Tag manager script

  3. Create a target audience based on your retargeting activity.

Add a Retargeting Activity as a 3rd Party Event Using Retargeting Script

Procedure

Important

Important: Before you start, make sure that a retargeting activity exists.

  1. Click Creative > Ads, and select the master ad to which you want to add the retargeting activity as a 3rd party event.

  2. In the Click-through & Events section, click Events.

  3. Add an impression tracking event, and in the URL box paste the following script:

    http://bs.serving-sys.com/serving?cn=dt&tid=[%retargeting_activity_ID%]&ns=1

    ImpressionTracker_RetargetingCode.png

    Note

    Note: If you want to set up a retargeting value using the retargeting activity, you should implement the following script:

    http://bs.serving-sys.com/serving?cn=dt&tid=[%retargeting_activity_ID%]&TVAL=[%retargeting_activity_value%]&ns=1

  4. Replace [%retargeting_activity_ID%] with the retargeting activity ID. For example, http://bs.serving-sys.com/serving?cn=dt&tid=1083741908&ns=1.

  5. Click Save.

  6. Create a target audience based on your retargeting activity.

Add a Retargeting Activity as a 3rd Party Ad Event Using Tag Manager Script

Procedure

Important

Important: Before you start, make sure that a retargeting activity exists.

  1. Click Creative > Ads, and select the master ad to which you want to add the retargeting activity as a 3rd party event.

  2. In the Click-through & Events section, click Events.

  3. Add an impression tracking event, and in the URL box paste the following no script code from your tag manager:

    https://bs.serving-sys-int.com/Serving?cn=ot&onetagid= [%Tag_manager_ID%] &ns=1&activityValues=$$Session=[Session]$$&dynamicRetargetingValues=$$$$&acp=$$some_param=valueA$$

  4. Replace the following values:

    • [%Tag_manager_ID%] with your tag manager ID.

    • some_param=[%some_param_value%] with the conditional variable name and the value you want to pass.

  5. Click Media > Tag Managers, and select your tag manager.

  6. Click Activity Rules.

  7. Click New ActivityRule and do the following actions:

    1. In the IF section, add a variable that is based on a variable criterion for the some_param variable.

    2. In the THEN section, select the retargeting activity that you created.

      Activity_Rule.png
  8. Create a target audience based on your retargeting activity.

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