How to create and implement a retargeting pixel

Ad Manager offers the possibility to create and implement retargeting pixels. These pixels are based on 3rd party cookies and can be used to retarget your audience within the DPG Media network. Please follow the steps below to implement such pixels:

First go to audiences within your advertiser:

Click on the arrow next to ‘Create Audience’ and go to ‘Create pixel audience’

Enter a name for your audience and click on ‘Save and generate code’. Please note that the users will be kept in this segment for 90 days.

Once the pixel is generated, copy the <script src= […] ></script> section of the pixel code. Please don’t forget to save the audience as well.

After the pixel audience is saved, you need to add this code as a new tag in a tag manager.

Option 1: Add the pixel code to your ad as a tracking pixel within Ad Manager and retarget users based on the delivered ad. Navigate to your ad within Ad Manager and paste the pixel as ‘Tracking’.

Option 2: Add the pixel to your landing page and retarget based on the user landing on this specific landing page. When using Google Tag Manager you can create a custom HTML tag:

1. Create a new Tag

2. Select Custom > Custom HTML

3. Paste the code without the comments like below

4. Check “support document.write”

5. Select fires “Once per page” under advanced settings

6. And again, make sure the tag is loaded once per page and select a trigger that fires when the site visitor has given consent (for targeting and advertentising purposes).

Note: in Google Tag Manager 3rd party templates are available for AppNexus segment pixels, but they are not (yet) up-to-date and do not add the consent parameter. Using such templates could result in a non-working pixel!

Retargeting: 

Once the pixel has been implemented, you can target this audience on Ad Group level in your campaign. Go to ‘Audience targeting’ > ‘In- and exclude audiences’

Here you can either include or exclude your pixel audience from your ad group.