Using Google Analytics 360 in combination with DoubleClick for Publishers (DFP) is a way for publishers to share audiences they created using Google Analytics 360 directly into DFP.
You can then use Audiences (or GA360 Segments) to target users that completed a desired action, read a specific page, came from a specific campaign, or any other source of information available in Google Analytics. If you’re a publisher that can save a lot of time (and money).
The integration with GA 360 also means you don’t have to set-up a bunch of events to track things like internal banner loads.
There are 2 simple use cases for using DFP and GA360 combined.
1) Optimising the use of in house impressions
By in house impressions I just mean in house ads that are typically placed on many publisher websites. For instance you may be running your own ad on a website you publish that advertises a subscription to an offline print magazine. When actual graphic used as the call to action loads, this registers as an impression for that banner. If you don’t have DFP integrated with GA360 normally you’d use an event tag to measure that graphic load as an impression in Google Analytics. With the DFP connection you don’t have to do this as the internal ad will already listed in your DFP inventory.
In addition you might want to only display that ad when it’s relevant to the user thus reducing ad spam. For instance if the user has visited your site and signed up for the offline subscription already you would be wasting your time showing that user the subscription ad again. You might want to show a different ad, another call to action or something else which is more relevant to that user.
Firstly you simply create the segment in Google Analytics where your segment criteria selects all the users that had signed up for the subscription (let’s call this segment subscribers). Once done you then go to DFP and simply edit the DFP line item to include “Audience is not subscribers”. This means that anyone who had subscribed would no longer see your in house impression.
2) Improve Targeting
In the above scenario you’re looking for users that have subscribed in order to show them something different after they subscribed. But you could also use the same tactic the other way around by targeting people that haven’t subscribed. Assuming for instance that your subscription sign up had an online form you could create a segment of people that had visited that page but not signed up (let’s assume you call that “Not subscribed”). Then in DFP you could simply select your audience to target your internal ad too (Audience is Not Subscribed). The users that hadn’t yet subscribed (but had maybe thought about it) would then see your in house banner ad as a teaser more often than regular users.
So if you’re a publisher it’s worth checking out the connection between DFP and GA360.