Google Ad Manager Integration: Trafficking LiveIntent Campaigns

Trafficking Instructions:

1. Log into your GAM account

2. Click on the Delivery tab. Under the delivery tab, you will set up

   • Orders

   • Line items 

   • Creatives 

Orders 

• Clients may follow their existing processes to set up orders.

Line Items 

1. Clients can create a new Line item from 2 places:

   • While creating the new order, in the New Order window, click Add Line Item at the bottom of the page.

   • In the Orders tab click on the selected order and click on New line Item.

2. LiveIntent supports Display ads only, no video or audio. Click on Select Display Ad.

Line Items: General Information 

1. Name: Name your line item

2. Line item type: LiveIntent supports Sponsorships, Standard, and House. Please note that anything setup in GAM will always be a higher priority than direct sold line items setup in LiveIntent and LiveIntent exchange. For a full list of campaigns that are supported, partially supported, and not supported in the GAM integration, please refer to our Google Ad Manager: Overview article.

   • Sponsorship: Serve based upon a defined percentage of impressions and a start and end time. Use this line item type for direct sold campaigns when your buyer wants to “takeover” a page or site. Can also be used to evenly rotate line items regardless of impression volume.

   • Standard: Serve based upon a defined impression goal and a start and end time. Use this line item type for direct sold campaigns when your buyer wants a specific number of impressions to serve. Please note that GAM impressions represent LiveIntent First Impressions/Decisions and are not adjusted for Apple Mail Privacy Protection. More information can be found here. 

   • House: House is the lowest-ranking line item type. It is typically used for ads that promote products and services chosen by you. Please note that House line items from GAM will always be a higher priority than direct sold line items setup in LiveIntent and LiveIntent exchange. 

3. Expected creatives: Select the sizes that you are using in your email inventory and applicable to the campaign you are setting up.

Line Items: Additional Information 

• These fields are not required for LiveIntent. Clients may leverage these fields as needed.

Line Items: Delivery Settings

1. Delivery settings that are present are dependent on the type of line item selected (Sponsorship, Standard, or House).

2. All settings are supported with the LiveIntent integration and can be used to set
   

   • Start/end dates

   • Blackout periods

   • Percentage of impressions or number of impressions

   • Rate

Line Items: Adjust Delivery 

1. Deliver Impressions: This setting is not supported. Please leave as Evenly. 

2. Display Creatives: This setting is not supported. Please leave as One or More.

3. Rotate Creatives: This setting is not supported. Please leave as Optimized.

4. Child-directed ads: This setting is not supported. Please leave as Don’t serve on child-directed requests.

5. Day and time: Use this feature to refine the time when the line item is active.

6. Frequency: This setting is not supported.

Line Items: Add targeting

1. Targeting preset: Use this to define a preset of targeting that can be reused for future line items.

2. Inventory: Link your desired ad slots by targeting anything under “LiveIntent Inventory – ”

   • You may target at any level: media group, publisher, newsletter, or ad slots.

   • Avoid including non-email inventory with email inventory unless you are certain that the creatives are eligible for email and no additional targeting criteria is added to the line item that may create a conflict with email serving.

3. Custom targeting: LiveIntent supports targeting by device type/proxy, country, region, metro, placement ID, and list ID through customer key values. The following key values are available, and no others may be used.

LI_device

LI_country

LI_region

LI_metro

LI_send_id

LI_list

LI_kvp_<custom key value name>

1. Geography: This setting is not supported.

2. Mobile application: This setting is not supported.

3. Device Category: This setting is not supported.

4. Browser: This setting is not supported.

5. Operating system: This setting is not supported.

6. Browser language: This setting is not supported.

7. Device capability: This setting is not supported.

8. Device manufacturer: This setting is not supported.

9. Bandwidth: This setting is not supported.

10. Mobile carrier: This setting is not supported.

11. User domain: This setting is not supported.

12. Inventory type: This setting is not supported.

13. Inventory format: This setting is not supported.

Creatives

1. LiveIntent supports the following Creative types only:

   • Image

   • Custom creative template

     • LiveIntent Display Ad with Impression Trackers (Image file) – Used when you wish to traffic two impression tracking URLs and you have an image file to upload to GAM

     • LiveIntent Display Ad with Impression Trackers (Image URL) – Used when you wish to traffic two impression tracking URLs and you have an image url

     • LiveIntent Native Ad – Used when you wish to traffic native creative

Creatives: Image

1. Name: Name your creative

2. Target ad unit size: Input the size of the creative that you are uploading. This size may be already populated if you are setting up a creative from within a line item.

3. Image files: Uploading an image or using a remote image are both supported.

4. Density: Only 1x density is supported.

5. Click-through URL: The URL for the landing page that should appear when someone clicks the ad.

6. Orientation: This setting is not supported.

7. Alt text: This setting is not supported.

8. Labels: This setting is optional and not required by LiveIntent.

9. Third-party impression tracking URLs: This can be enabled and one non-javascript/iframe based impression tracking URL can be inputted. If you are implementing a tracking pixel on your creative, you need to change the cachebuster to LiveIntent’s macro, which is {DECISION_ID}.

10. Use EU user consent settings: This setting is not supported.

Creatives: Custom creative template

1. LiveIntent Display Ad with Impression Trackers (Image file)

   • Most fields are similar to the Image creative type.

   • User-defined variables:

     • Image – Upload the image from your computer.

     • ClickURL – The URL for the landing page that should appear when someone clicks the ad.

     • Imp_Tracker_1 – The first non-javascript/iframe-based impression tracking URL can be inputted

     • Imp_Tracker_2 – The second non-javascript/iframe-based impression tracking URL can be inputted

     • If you are implementing a tracking pixel on your creative, you need to change the cachebuster to LiveIntent’s macro, which is {DECISION_ID}.

2. LiveIntent Display Ad with Impression Trackers (Image URL)

   • Most fields are similar to the Image creative type.

   • User-defined variables:

     • ImageURL – The URL for the creative

     • ClickURL – The URL for the landing page that should appear when someone clicks the ad.

     • Imp_Tracker_1 – The first non-javascript/iframe-based impression tracking URL can be inputted

     • Imp_Tracker_2 – The second non-javascript/iframe-based impression tracking URL can be inputted

     • If you are implementing a tracking pixel on your creative, you need to change the cachebuster to LiveIntent’s macro, which is {DECISION_ID}.

3. LiveIntent Native Ad

   • Most fields are similar to the Image creative type.

   • User-defined variables:

     • These variables will be specific to the native units in your newsletters. Please discuss with your CSM.

   • Below are the steps to set up your native ads using the LiveIntent platform and GAM:

     • Open LiveIntent Inventory Manager and locate the publisher

     • Navigate to the Native Blueprint or Native Placement configuration.

     • Verify the placement is enabled for Native and review the associated GAM ad slot.

     • Copy any relevant placement/ad slot information needed for GAM. (Pay attention to sizing)

     • Gather all creative assets:

       • Headline

       • Description/Body Copy

       • Image Asset(s)

       • Call-to-Action (CTA)

       • Landing Page URL

       • Advertiser Branding/Logo (if required)

     • Log into Google Ad Manager (GAM).

     • Navigate to the appropriate Ad Unit within the publisher's inventory hierarchy.

     • Verify the correct Ad Unit and Native Placement are being used.

     • Create a new Native Creative (or edit an existing one).

     • Populate all required native fields:

       • Headline

       • Description

       • Image URL/Asset

       • CTA

       • Destination URL

       • Advertiser Name/Logo (if applicable)

     • Associate the Native Creative with the correct Line Item.

     • Verify targeting and inventory mapping are correct.

     • QA the creative:

       • Headline displays correctly

       • Images load properly

       • CTA appears correctly

       • Landing page URL is accurate

       • Creative is mapped to the intended ad unit

     • Save the Creative.

     • Activate the Creative and Line Item.

     • Run a final preview/test to confirm proper rendering and tracking before launch.