Dynamic creatives are populated in real time with product information from advertiser products previously seen by the user. In such, it is a more advanced form of retargeting.
To set up dynamic ads, the advertiser needs to make available a product feed
- Containing all the products that should be possible to shown in the dynamic ad
- In CSV, JSON or XML format
- Preferably available via HTTP
- Updated daily
- Containing all product fields that should be shown in the banner. Common fields include name, unique product url (as shown in the browser when visiting the product), image url, price and optionally product description.
Once the feed is available, Bidtheatre will set up a retargeting pixel that the advertiser must install on all product pages. The retargeting pixel makes it possible to tag product visitors with a cookie keeping track of the products seen by the visitor.
Dynamic ad creatives should be made in flash or HTML5. For flash creatives, paramaters are sent as flashvars. For HTML5-creatives ASX injects a JSON-object into the creative that the banner can access to populate itself correctly, The JSON-object follows this template although the individual product field names are configurable:
and the object is accessible by using our helper script like this
See the HTML5 Creatives page for more details about the helper script and implementation details for HTML5 creatives.
The dynamic ad creative needs to be prepared to receive product information in parameters upon invocation.
The creatives should ideally be prepared to receive several products, and rotate between them. The number of products sent to the creative may vary, so the creative should be prepared to handle any number of products and still display correctly. Upon invocation the creative will get a parameter products that indicates the number of products that are to be displayed.
If no products are sent, the banner should click through to the standard flash clickTAG.
The creative should be prepared to receive and use at least the following parameters for each product:
- Product name
- Image URL
- Click URL
The creative should either scale product images to fit, or be prepared to receive an agreed dimension on all images.