Floodlight Pixels

These pixels need to be sent to the client.

Overview

What are they?
A DoubleClick tag that is placed on the landing page.
How do we use them?
Users who have seen an ad (like, a standard banner) from a DoubleClick campaign and visited the landing page with the floodlight tag, DoubleClick (and other vendors) can remarket to these users.
Floodlight pixel/tag
Floodlight pixels and floodlight tags are the same things.
How do they work?
Once the user sees the banner (from a DoubleClick campaign), clicks on the landing page (where the floodlight tag is), the floodlight tag will "fire." This means the floodlight tag will record +1 for floodlight impressions and will remember this user. You can now find this user and remarket ads to him.

How do we pixel a website?

This is the typical process (without GTM):

  1. Determine where the floodlight pixels need to be placed. (more info below)
  2. Let ad ops team know exactly where the pixels are being placed.
  3. Ad ops team will send the pixels to you, you'll need to forward this to the website developers.
  4. Have them confirm they are placed, then ad ops team can check that they're implemented correctly.

How do you determine where the floodlights are placed?

  1. Go to the landing page of your campaign.
  2. Figure out what "conversion" is for your campaign. (ex. When a user registers, that could be a conversion. When a user clicks "book an appointment", that could also be a conversion)
  3. Walk through and write down all the steps someone takes to "convert."
  4. Yes, it is (likely) possible to place a pixel on each of these steps. This really depends on your remarketing strategy.
  5. The ad ops team will create the floodlight pixels, and these must be sent to the website developers (usually the client or creative agency).

How do you place floodlights via GTM?

  1. Go to the landing page of your campaign
  2. Figure out what "conversion" is for your campaign (just like the above)
  3. Walk through and write down all the steps someone takes to "convert."
  4. Make sure the website developers (usually the client or creative agency) has placed the GTM code already. Ad ops team can check this though.
  5. Ad ops will create these floodlight pixels. They do not need to be sent to the client. All is good to go!

What is GTM?

GTM (Google Tag Manager) is ONE floodlight tag that can be placed on the landing page. Every time we'd like to add more floodlight pixels to this landing page, we do not need to send individual pixels to the website. We simply add them on the back-end (in DoubleClick).

Where can pixels be placed?

  • Landing page - when user visits the page, the tag will remember this user.
  • "Thank You" page - when user, for example, finishes registering and is taken to the Thank You page. The tag will remember this user.
  • ANY PAGE that belongs to the client/creative agency.
  • Button - when user clicks on this button (ex. "Sign Up"), the tag will remember this user.

Floodlight pixels cannot be placed on:

  • PDF files
  • Embedded video

Why is this different from 1x1 pixels???

1x1 impression pixels

  • Used to track campaign ads, including wallpapers, YouTube TrueView videos, and other site-served creatives.
  • A click tracker is often accompanied.
  • Both impression and click tracker act together to track site-served creatives.
  • Data cannot be used to remarket to users.
  • The vendors place 1x1 impression pixels on their websites (the publishers), not the landing page.
  • Purpose of 1x1 impression trackers is to record how many people have seen the campaign ad.
  • 1x1 pixels are tags, and they are sent to the publishers.

Floodlight pixels

  • Remembers the users who has seen the campaign ads and visits the landing page (with the floodlight pixel).
  • Data can be used to remarket to users.
  • Floodlight pixels are placed on the client (or campaign's) landing page. Not vendors' websites
  • Purpose of floodlight pixels is to remember the users who visted the landing page, and so we can find them again and remarket to them.
  • Floodlight pixels need to be sent to the client.