Self-hosted PHP code / pixel for retargeting in DFP

Repository with a PHP code that allows creation of custom audience segments based on self-hosted retargeting pixels

Two approaches - for publishers with one, common domain [oneDomain] and for multiple domains [multipleDomains].

Most of the code is shared between the two.

1. CookieCreator.php - server side code responsible for creating and managing a cookie.
2. cookieMuncher.js - client side code responsible for reading cookie and passing variables + setting targeting for DFP.
3. multipleDomains_example.html and oneDomain_example.html - example integration with 300x600 and 160x600 ad formats.
4. rtgt.php - server-side code allowing to place cookie content set by CookieCreator on another domain, allowing to pass retargeting settings.

---

Walkthrough, how to set up:

1. PHP server is needed (recommended version PHP 5.6.4)
2. This example assumes the publisher is using DFP, but code should work in a similar manner with any other key=value based adserving technology
3. For a detailed walkthrough on how to set on DFP end please go here:

• prepare inventory: https://support.google.com/dfp_sb/answer/2983838?hl=en
• more about key-value targeting https://support.google.com/dfp_premium/answer/177383?hl=en#custom
• screenshots showing how to set a campaign in DFP in section below

Important notes:

1. For an example on how to extract key=values & how to pass it to DFP - please see cookieMuncher.js file
2. For multiple domains example - do note, that rtgt.php script file must be loaded as quickly as possible in order to correctly pass data. The rest is basically identical

---

Example implementation - ad delivery:

Example website using [oneDomain] implementation

Example website using [multipleDomains] implementation

---

Assumptions:

1. Cookie is updated only server-side.
2. Cookie default lifetime is set to 14 days. If marked user is not marked again or unmarked - cookie is deleted

---

Example key=value campaign set up in DFP:

1. After creating an order add a new line item for each key=value targeting. Good practise is to use only one ad format for each line item in inventory size settings.

Example If you want to create line items targeted to

retarget=example_160x600

and

retarget=example_300x600

you will need to create two line items targeted separately.

---

2. Use highest possible priority available in your ad environment. Targeting on selected audience limits reach so highest possible priority will push delivery and spend.

---

3. For testing purposes please use capping.

Example 5 impressions per 1 day

---

4. In targeting settings choose key=value parameter (in this particular case retarget is example_160x600) and set it to Run Of Network.

---

5. Save and congratulations! After attaching creatives your DFP line item should start delivery to your custom pixel-based audience