DV360 Activation

Orbital Audience supports two related DV360 workflows:

  • Tracking creative impressions and clicks with the DV360 Creative Tag.
  • Activating DMP audiences through Floodlight variables and segment instructions.

DV360 Creative Tag

Use the creative tag when you want the DMP to connect creative exposure and clicks to the same site audience graph.

Where to find it:

  1. Open Sites.
  2. Open the advertiser site.
  3. Go to Tags > DV360 Creative Tag.
  4. Copy the generated snippet.

Where to paste it in DV360:

Creative details > Additional details > Append HTML tracking tag > Tag

The tag is a compact loader. It:

  • Tracks creative impressions.
  • Tracks clicks when it can identify the main banner link.
  • Parses UTMs from the banner URL when available.
  • Sends beacons tied to the site key and creative tag key.
  • Allows the backend to dispatch Orbital Floodlight and, when configured, advertiser Floodlight.

Advertiser Floodlight

Use advertiser Floodlight when the advertiser wants its own destination in addition to the default Orbital destination.

In Create/Edit Site, enable Advertiser Floodlight and register:

Field Meaning
Advertiser name Internal label to recognize the destination.
src Advertiser Floodlight source ID.
type Floodlight activity group type.
cat Floodlight activity category.

Do not paste full Floodlight HTML in the site form. Only the identifiers are needed.

When enabled, Orbital keeps the original Orbital dispatch and adds the advertiser dispatch for the same profile and creative flows.

Floodlight Variables

The DMP sends structured values through Floodlight custom variables.

Variable Meaning
u1 Profile
u2 Intent
u3 Interest
u4 Stage
u5 Score
u6 Recency
u7 Frequency
u8 Context or page label
u9 Vertical or topic
u10 Source
u11 Account or site
u12 UTM source
u13 UTM medium
u14 UTM campaign
u15 UTM content
u16 UTM term
u17 Primary topic
u18 Referrer domain, internal, or direct

Using Segments In DV360

  1. Create and save the segment in Orbital Audience.
  2. Open the segment detail page.
  3. Review the technical ID, rules, and activation instructions.
  4. Use the listed Floodlight variables or identifiers in the DV360 audience strategy.
  5. Coordinate with the media team so naming in DV360 matches the segment name in Orbital.

QA

After launch:

  • Confirm creative impressions and clicks appear in the DMP.
  • Confirm campaign UTMs are captured.
  • Confirm profile/segment Floodlight dispatches are visible for the site.
  • Confirm advertiser Floodlight is firing only when the advertiser destination is configured.