DoubleClick for Advertisers
Any well articulated media plan addresses 5 simple questions: "Who?", "What?", "When?", "Where?" and "Why?". DFA's best-in-class 
technology allows you and your team to spend time on the questions that matter most.

Who

Reaching the right audience is the center point of DFA’s sophisticated targeting system. With just a few clicks, DFA's global ad servers can target those 
users you value most. You can choose your target groups by:
* Audience segmentation

* Website content, categories, and site placements

* Browser type and operating system

* Keywords

* Frequency capping — how often a particular ad is displayed to a user)
* Domain and Domain type

What

Once your creatives are in its system, DFA's creative optimization allows you to adapt your campaigns to serve only 
the best performing ads. You can evaluate ad success by click-through rate, post-click conversion activities or post-impression activities, and keep your campaigns running efficiently without the hassle of monitoring 
and swapping creatives.

When

Audience demographics can change rapidly. An advertisement for last-minute travel deals may perform better 
on a Friday afternoon at 3 PM than on a Tuesday at 11 AM. DFA gives you control of your ad placements to ensure you capitalize on the precise timing of your placements.

Where

Are you running a national campaign, regional campaign, or local campaign targeting a specific community? With DFA your creatives can be targeted as broadly as by country or as specifically as by ZIP code or area code.

Why

Perhaps, the most important question for any advertising strategy is "Why?". Your goal is to call your customers to action, and in the past, tracking your success was difficult, if not impossible. Now, with DoubleClick's "Spotlight" tags and DFA, you can track the effect of your campaigns and report on the activities of your customers after they viewed or 
clicked your ads. You can see detailed data on anything from the number of times a page is hit to how much time a customer spent on your site after clicking on your ad. You'll track customer activity and capture and calculate valuable ROI metrics.

With DFA you'll know where your spend is best placed and how much revenue your campaigns have generated.