DPA (Dynamic Product Ads) is a retargeting ad product that combines your shopping site's product data with user behavior to automatically re-display products users showed interest in, as banner ads. With just an EP integration and conversion script, personalized ads are generated and served automatically — no banner design work required.
How DPA Is Served
1.
A user browses products on your shopping site and leaves.
2.
When the same user reaches a Dable ad slot, the products they viewed are shown as a banner.
3.
The user clicks the banner and is redirected to the product detail page.
4.
After the user purchases the product, the ad for that product automatically stops.
Before You Start
Item | Description | Required |
Product Feed (EP) URL | Naver Shopping Price Comparison EP format (TSV) recommended | Required |
Conversion script | Install dablena script + 3 product events on your site | Required |
EP data quality check | Pre-validation of images, prices, and stock info | Recommended |
Product Feed (EP) Requirements
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Format: Naver Shopping Price Comparison EP format (TSV) recommended
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Required fields: Product ID, name, image URL, price, product URL, stock status
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Image: At least 200×200px (recommended 400×400px, 1:1 ratio)
If your EP does not follow the Naver format (XML, Excel, Criteo, etc.), please contact your account manager before integration.Conversion Script — 3 Events
To collect product information, install the following 3 events on your site.
Event | When to Trigger | Required Fields |
ViewContent | User views a product detail page | product_id |
AddToCart | User adds a product to cart | product_id |
Purchase | A purchase is completed | product_id, value, currency |
The product_id must strictly match the Product ID registered in the EP. Mismatched IDs will prevent retargeting from working.For installation details, please refer to the DPA Conversion Script Installation Guide.
Creating a DPA Campaign
DPA (Dynamic Product Ads) is a remarketing solution that automatically generates ad creatives based on the advertiser's product data. It effectively drives purchase conversions by re-engaging users with products they have previously viewed.
The setup for a DPA campaign follows a three-step process.
Step 1. Registering the Product Feed (EP)
To begin DPA advertising, you must first provide the Product Feed (EP, Entire Products) URL to Dable. The EP is a document containing comprehensive product information, which serves as the data source for automatically generating DPA ad creatives.
Two types of available feeds:
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Full EP: A complete product feed (Collected once a day).
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Summary EP: A condensed feed containing frequently updated items such as price, promotions, and inventory status (Collected every hour).
While you can run campaigns using only a Full EP, registering a Summary EP alongside it ensures that changes in price or stock status are reflected in your ads more quickly.
Required fields for the EP:
Product name, price, product image URL, product detail page URL, etc. (Please refer to the separate guide for detailed specifications.)
Once the feed registration is complete and the status changes to "Active," you are ready to create DPA ads.
Step 2. Creating DPA Content (Banners)
By selecting the DPA option during banner content registration, template-based DPA content will be generated automatically. To enable this option, the following prerequisites must be met:
Prerequisites:
1.
Product Feed (EP) registration complete (Step 1).
2.
Dable tracking script properly installed on your website.
2-1. Selecting Template Sizes
On the content registration screen, click the Square / Horizontal / Vertical size group tabs to view the specific sizes within each group. If there are sizes you do not wish to use, set the toggle to OFF. Ads will not be served in sizes that have been disabled.
2-2. Previewing Design with Sample Images
The registration screen provides an ad preview using a random sample product from your EP. You can check how the following elements appear in the creative:
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Product Image
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Product Name
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Price
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Brand Name
Once registered, the content will be labeled as [DPA] in the Type column of the content list.
Step 3. Creating a DPA Campaign
Create a new banner campaign and, in the Remarketing section, select the "Product Event-Based Ad Exposure" option. Selecting this option configures the campaign as a DPA campaign.
Connecting Content:
After selecting the option, only the DPA content created in Step 2 will be displayed in the content selection area. Select your preferred content and save the campaign.
Automatically Applied Targeting (No separate setup required):
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Action Targeting: Automatically serves ads to users who have viewed products or added them to their carts.
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De-targeting: Automatically excludes users who have already completed a purchase.
All other settings, including campaign budget, duration, and bidding, are the same as regular banner campaigns.
Serving Logic
DPA selects products to display in the following priority order.
1.
Items the user added to their cart (Cart) — highest priority
2.
If no cart items, items the user viewed (View)
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Purchased items are automatically excluded (detargeting)
4.
If no candidate product remains, no ad is served
Exclusion Conditions
The following products are not served:
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Sold-out products
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Products without an image
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Products with price 0 or missing
Retargeting Window
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Default: 30 days (targets products viewed within the last 30 days)
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Extended: up to 90 days (when more reach is needed)
In-app browsers (e.g., KakaoTalk, Daum app) may have limited support for cookie-based retargeting.Tips
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Start broad: Include View at the start to widen reach. Narrow down once data accumulates.
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Match product_id: Make sure the EP's product ID matches the conversion script's product ID exactly.
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Image quality: Use clean-background, 1:1 ratio images.
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Catalog size: Catalogs with fewer than 50 products may be less effective. DPA works best for commerce advertisers with rich catalogs.
FAQ
Q. My EP is not in Naver format. Can I still use DPA?
Please contact your account manager before integration. EPs that don't follow the Naver format (XML, Excel, Criteo, etc.) require separate review.
Q. How quickly are price or stock changes reflected?
Full EP is updated once a day, and Summary EP is updated once every hour. Running Summary EP together ensures changes propagate quickly.
Q. Do I need to design the banners myself?
No. Once you provide the EP product data and install the conversion script, Dable's system automatically generates banners for each ad size.
Q. What types of advertisers benefit most from DPA?
Commerce advertisers (online shopping malls) with rich product catalogs see the strongest results. Insurance or app-based services may have more limited effect.
Q. Can I show multiple products in a single banner?
Currently, each banner shows one product. Multi-product banners are planned for a future release.
