Perform Media allows an advertiser to add dynamic parameters in the description URL,  title, or the headlines in an ad. These dynamic parameters work as a placeholder that  allows you to dynamically set the advertisement text in real-time. 

While creating or modifying an existing ad, you can add these placeholders for tracking and reporting purposes. Dynamic parameters are of two types: 

• Dynamic Text 
• Tracking Macros 

DYNAMIC TEXT

Dynamic text helps you add text to an ad in real-time, while it is being served or loaded on the visitor’s browser. Using dynamic text, you add a keyword, matched keyword, city,  or state in the title of the ad. This makes the ad more relevant to the visitor.  

Following are the available dynamic variables:

 

Variable Name	Description
{keyword:default}  {matchedKeyword:default}	Allows you to add the advertiser keyword in the ad  title.   For example, Ad.Title: “Buy {keyword:shoes} at  discounted prices.”  If the advertiser keyword is “Nike shoes,” then the title  will be served as Ad.Title = “Buy Nike shoes at  discounted prices.”  In the absence of an advertiser account keyword (category match) the title would be served as Ad.Title  = “Buy shoes at discounted prices.”
{city_state:default}	Allows you to add the city and the state details in the ad title.   For example, Ad.Title: “Shoe shops in  {city_state:default}”  If the state and city is Denver, CO, then the title will be  served as Ad.Title = “Shoe shops in Denver, Co.”

 

Tracking Macros

When a visitor clicks on an ad, Perform Media allows you to collect certain information using the Tracking Macro feature.  

You can add the following dynamic variables in the Destination URL field while creating or modifying an ad:

Variable Name	Description	Example
{matchType}	Describes the match type of the  ad. The possible values are –  • ‘e’ for Exact matches  • ‘p’ for Phrase matches  • ‘b’ for Broad matches	url.com?mt={matchType}
{device}	Indicates the device on which the  ad is served. The possible values  are –  • ‘c’ for Desktop/Computer • ‘t’ for Tablet  • ‘m’ for Mobile	url.com?cd={device}
{os}	Indicates the operating system of  the visitor on which the ad is  server. The possible values are –  • linux  • macintosh  • windows  • iOS  • android  • others	url.com?os={os}
{adID}	Determines the unique ID of the  ad.	url.com?adid={adID}
{adGroupID}	Determines the unique ID of the  ad group.	url.com?adgroup={adGroup ID}
{campaignID}	Determines the unique ID of the  campaing.	url.com?campaign={campai gnID}
{queryKeyword}	This parameter will be replaced  by the search term that resulted  into the ad being served.	url.com?qk={queryKeyword}
{keyword} or {matchedKeyword}	This is parameter is replaced by  the keyword from your account  that matched the search term.	url.com?kw={keyword:defau lt}
{clickID}	Indicates the unique ID in the  system for every click. You can  use click ID to report offline  conversions.	url.com?clid={clickID}
{publisherID}	Determines the unique ID of the  publisher where the ad is shown.	url.com?pid={PublisherID}
{countryCode}	The macro will be replaced with  the ISO country code of the visitor.  Example:  United States = US	url.com?cn={countryCode}
{stateCode}	The macro will be replaced with  the state code of the visitor.  Example:  California = CA	url.com?st={stateCode}
{zipCode}	The macro will be replaced with  the zip code of the visitor.  Example:  Zip Code = 11375	url.com?zip={zipCode}
{city_state}	The macro will be replaced with  the city and state code.  Example:  Denver, CO	url.com?cs={city_state}

Example 

Consider a scenario where you want to track impression ID, device details, and matching  type of a click when an ad is served. In such a scenario, while creating or modifying an ad, ensure that you specify the following in the Destination URL field. 

example.com?mt={matchType}&cd={Device}&kw={keyword:shoes} 

When an ad is served and the visitor clicks on the ad, all the dynamic variables will be  populated with the relevant data.

Perform Media partners have access to native placements across our network of top ComScore content providers. Our native ads leverage best-in-class targeting to put your brand in front your target audience when they are most likely to engage and convert.

When creating advertisements for our network, please use the following creative specifications to maximize the readability and effectiveness of your campaigns. 

 

Ad Component	Specs
Headline	60 characters (90 characters cap)
Description	70 characters (140 characters)
Sponsored By	25 characters (100 characters)
Display URL	25 characters
Call To Action	15 characters
Destination URL	Secure URL with tracking parameters
Image	1200×627 (max file size 500kb) Aspect ratio (4:3,1:1,1.91:1) Min width : 200px, min height : 200px Max width : 38200px, max height : 20000px

Bulk imports allow you to:

• Control location targeting of individual or group advertisements at Country, State, City, Postal Code, and DMA level using an Excel upload.
• Add, modify, and/or delete location targeting in a single campaign or a set of campaigns.
• Map external IDs and names at Campaign, Adgroup, and Ad level using the bulk actions. The external entities mapped can be used for reporting or as a reference to campaigns created on external platforms.

 

List of columns

Below is the overall list of columns that can be used in the bulk actions file for location targeting and external ID/Name:

 

Location Targeting: How It Works

Country Level Targeting

Entity type: Location Target
Below is the list of mandatory columns which are required for targeting a country using the bulk actions feature:

• Action 
• CampaignID, CampaignName
• Location Type: Country
• Target Type: Include/ Exclude 
• CountryCode: Specify the ISO code of the country that needs to be mapped to the campaign.

State Level Targeting

Entity type: Location Target

Below is the list of mandatory columns which are required for targeting a state using the bulk actions feature:

• Action 
• CampaignID, CampaignName
• Location Type: State
• Target Type: Include/ Exclude 
• CountryCode 
• State code: Specify the state ISO that needs to be mapped to the campaign
  Example: For New York, StateCode – NY

City Level Targeting

Entity type: Location Target

Below is the list of mandatory columns which are required for targeting a city using the bulk actions feature:

• Action 
• CampaignID, CampaignName
• Location Type: City
• Target Type: Include/ Exclude 
• CountryCode 
• StateCode
• City

Postal Code Targeting

Entity type: Location Target
Below is the list of mandatory columns which are required for adding zip code level targeting using the bulk actions feature:

• Action 
• CampaignID, CampaignName
• Location Type: PostalCode
• Target Type: Include/ Exclude 
• CountryCode: Specify the ISO code of the country that needs to be mapped to the campaign.
• Postal Code: Specify the Postal Code that needs to be mapped to the campaign.

DMA Level Location Targeting: 

Entity type: Location Target
Below is the list of mandatory columns which are required for adding DMA level targeting using the bulk actions feature.

• Action 
• CampaignID, CampaignName
• Location Type: DMA
• Target Type: Include/ Exclude
• DMACode: Specify the DMA Code that needs to be mapped to the campaign.

 

Notes:  Details regarding the Country, State, Postal, DMA Code, and City name can be found here. The StateCode is not mandatory but recommended during PostalCode and DMA level location targeting.

 

Alias ID/Name Mapping: How It Works

AliasID and name are unique identifiers that help the user to identify & map the external entity to the corresponding entity in the Perform Media Console (PMC).

The platform currently supports external ID/Name at a Campaign, Adgroup, and at an Ad level.

Adding an AliasID

• ActionType: ADD
• EntityType: Campaign/Adgroup/Add
• Along with the mandatory columns at the respective level, AliasID and AliasName columns can be used to map the ID and Name to the corresponding entities.

Deleting an AliasID

• ActionType: Modify
• EntityType: Campaign/Adgroup/Add
• To remove the ID/name mapped, leave the respective columns empty, save the file and re-upload it by following the Importing A File steps described below.

Note: To map an AliasName, the AliasID is mandatory.

 

Importing A File

After you have created a Microsoft Excel file following the instructions above, you may initiate the import process in the PMC dashboard to complete your account additions/modifications/deletions.  

Perform the following steps to import the Microsoft Excel file:

1. Log into the dashboard
2. In the left pane, click Bulk Actions and then select Import. 
3. In the Select File to Upload section, either drag and drop the Microsoft Excel file or click choose file and select the appropriate file. 
4. Click the Upload button. The system starts gathering the data from the file and displays a preview of all the changes that will be made once the file is uploaded.
5. Go through the preview and verify whether all the changes are displayed correctly. 
6. To start uploading the data, click Apply Changes. The importing process starts. After the importing process is completed, the dashboard displays an Import Summary that provides a list of all the successful and failed changes.

Grace Period

Location targeting is currently supported using both the old method (Location ID, LocationName, LocationType columns) and the newer method set of columns introduced.

However, when both the methods are used at the same time (for mapping a single entity), the old method will be prioritized.