Double Click for Advertisers

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DoubleClick for Advertisers is an Ad Management and Ad Serving solution that helps Agency and Advertisers manage the entire scope of digital advertising.
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Double Click for Advertisers

  1. 1. 11Google Confidential and Proprietary Classroom Training DoubleClick for Advertisers 1 Version 22, March 11, 2011
  2. 2. 2 Introductions • Name and Title • Company Name • Do you have any Internet Advertising experience? • Any previous DoubleClick product experience? Welcome!
  3. 3. 3 Agenda • Unit 1: Introduction • Unit 2: Admin • Unit 3: Trafficking • Unit 4: Reporting – Additional Training Resources – End-of-Day Review: Game or Quiz Today’s lessons are organized into 4 units: • Exercises follow most of the lessons in today’s class. • Look for this icon on the Exercise slides.
  4. 4. An introduction to DFA and ad serving Unit 1: DoubleClick for Advertisers
  5. 5. 5 Lesson 1.1 Introduction Lesson Objectives At the end of this lesson, you will be able to answer: • What is the ad serving process? • How does DFA work as a third- party ad serving solution? • What is my workflow? • What is the media planning process?
  6. 6. 6 Trafficker Process Without a Third- Party Ad Serving Solution (I)
  7. 7. 7 Process Without a Third-Party Ad Serving Solution (II) 4 days 1 week 10 hours Counting Methodology A Counting Methodology B Counting Methodology C Trafficker
  8. 8. 8 Process With a Third-Party Ad Serving Solution Trafficker Centralized •Management •Serving •Reporting •Optimization DFA <a href …..> <img src…> <a href …..> <img src…> <a href …..> <img src…> Media Planner
  9. 9. 9 The Media Planning Process MediaVisor A media plan is created in MediaVisor by the Media Planner DFA In DFA, an advertiser and a campaign are created. DFA In DFA, the trafficker creates sites, placements, and ads. DFA Placements are assigned and tags are sent to the websites. Tags An RFP is sent to sites
  10. 10. 1010Google Confidential and Proprietary DFA Behind the Scenes Let’s watch a video about DFA and third-party ad serving.
  11. 11. 111111 DFA Elements: Hierarchy DFA Account Advertiser Floodlight tags Creative Library Advertiser Creative Library Floodlight tags Campaign Campaign Campaign Placement Placement Placement Placement Placement Placement Placement Placement Placement Placement Placement Placement Ad Ad Ad Ad Ad Ad Ad Ad Ad
  12. 12. 12 1212 DFA Elements: Hierarchy Awesome Advertising Agency Movies that Rock, Inc. Floodlight tags Creative Library Local Tourism Buildings Explode! Trucks also Explode! Stay-cation Yahoo 728x90 Yahoo 300x250 WSJ 728x90 Google 300x250 Yahoo 728x90 Yahoo 300x250 WSJ 728x90 News 300x250 Travel 728x90 Travel 300x250 Orbitz 300x250 Sports 728x90 Steven 300x250 Sly 728x90 Trucks 300x250 Wine Trail 100x140 Nature 728x90 Arnold 728x90 Bruce 300x250 Vin 300x250
  13. 13. 1313Google Confidential and Proprietary DFA Behind the Scenes Think about it. • What is the purpose of DFA? • What ultimately gets sent to the publisher(s)? • Why might you target your creative? Quiz Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting
  14. 14. 1414Google Confidential and Proprietary Getting Started in DFA Unit 2: Administration
  15. 15. 15 Lesson 2.1: Creating a Google Account Lesson Objectives At the end of this lesson, you will be able to answer: • What is a Google Account? • Why do I need to create a Google Account? • How do I create a Google Account?
  16. 16. 16 DFA AdWords AdSense Google Analytics MediaVisor • Once you have a DFA log in, you will need to create a Google Account. Google Account What is a Google Account? • A Google Account operates as a single Google sign-in, allowing you access to various Google products. Single Sign-OnGoogle Account
  17. 17. 17 Google Account Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting
  18. 18. 18 Lesson 2.2: Creating an Advertiser Lesson Objectives At the end of this lesson, you will be able to answer: • What are the steps to create an advertiser? • How do I set the general properties of an advertiser?
  19. 19. 19 Creating an Advertiser Advertiser $$$$$$ Creatives An advertiser is the company that buys ad space in a website and supplies creatives for ads. 728x90 ad slot 260x 260 ad slot 120x600adslot
  20. 20. 20 Advertisers Overview In DFA, you create advertisers to traffic campaigns. A DFA account must contain at least one advertiser.
  21. 21. 21 Creating Advertisers Think about it.  Why do I need to create an advertiser?  How many advertisers do you need to create for your account? Exercise Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting Now we will practice creating an advertiser.
  22. 22. 22 Lesson 2.3: Floodlight Lesson Objectives At the end of this lesson, you will be able to answer: • How do I create Floodlight tags? • How do I access and send Floodlight tags? • How do I modify Floodlight tags?
  23. 23. 23 Floodlight Tag Overview (I)
  24. 24. 24 DoubleClick captures all user activity on a web page containing a Floodlight tag. However only the activities that meet certain criteria are used for reporting purposes. Floodlight Tag Overview (II) To report on a Floodlight activity, the activity must meet the following criteria: • The user needs to have seen an ad served by DoubleClick. • Then, the user needs to have gone to the advertiser’s site within a set timeframe. • The user needs to have performed an activity on a page containing a Floodlight tag.
  25. 25. 25 Floodlight Tag Overview (III) Home Page 728x90 www.beautifulgirl.com Confirmation Page T hank you f or your pur c has e ! • post-click activity: An action performed by a user on a web page containing a Floodlight tag after the user clicked on an ad served by DFA. • post-impression activity: An action performed by a user in a web page containing a Floodlight tag after the user viewed an ad served by DFA.
  26. 26. 26 User lands on Advertiser’s web page Floodlight Tag identifies user via Double Click COOKIE Looks for most RECENT CLICK (with matching user cookie) CLICK FOUND! User counted as POST- CLICK (CLICK- THROUGH) Campaign Post-Click traffic assigned to appropriate... Site Placement Creative If NO click was found Looks for most recent IMPRESSION (with matching user cookie) User counted as POST-IMPRESSION (VIEW-THROUGH) Impression found!Post-Imp traffic assigned to appropriate... Floodlight Process Campaign Site Placement Creative
  27. 27. 27 Types of Floodlight Tags There are two types of Floodlight tags: With sales tags, DoubleClick records either the number of transactions or the number of items purchased by the user, and the value of the sale. counter tag: This Floodlight tag is used to record the number of times a user sees a web page. sales tag: This Floodlight tag is used to record either the number of transactions or the number of items purchased by the user and the value of the sale. If you use counter tags, DoubleClick records the number of times a user sees a web page. Home Page 728x90 User 1 User 1 User 1 T h a n k y o u f o r y o u r p u r c h a s e !
  28. 28. There are three counter-tracking methods: Counter-Tracking Methods Counter-tracking methods control how long the activity of one user is recorded, and how that user is identified. 1. Standard: counts every request from a user, including repeated requests from the same user. 2. Unique: counts requests from a user and removes all duplicate requests from the same user within a 24-hour period (measured from midnight to midnight Eastern Time). 3. Per Session: removes requests from a user when an ID (such as an order ID or session ID) is the same within a 24-hour period. Website 120x600adslot 728x90 ad slot 260x 260 ad slot User 1 For example, a user goes to a site 10 times, and each time, the user gets counted. User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 REPORT: 10 impressions, one user = 10 For example, even though a user may return 10 times to a site, only one visit will be reported. The reason why only one visit is reported is because only the first visit in 24 hours is considered "unique." All subsequent visits in 24 hours are disregarded. User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 User 1 REPORT: 10 impressions, one user = 1 For example, a user returned to a site and bought something, or had a session. If it is a unique order ID or session, then the user is counted again. User 1 T h a n k y o u f o r y o u r p u r c h a s e ! REPORT: 1 unique order ID or session, one user = 1
  29. 29. 29 Activity Group Floodlight Activities Floodlight Activities Advertisers Tab Counter Sales
  30. 30. 30 Custom Variables in Floodlight Custom Variables Floodlight Configuration Advertisers Tab
  31. 31. 31 Floodlight Tags Think about it. • What are the two types of Floodlight tags? • Which has a higher priority to the DoubleClick ad server: Post click or post impression? Quiz Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting
  32. 32. 32 Lesson 2.4: Site Mapping Lesson Objectives At the end of this lesson, you will be able to answer: • What is Site Mapping? • Why do I need Site Mapping? • Where do I map a site? • How do I map a site?
  33. 33. 33 Site Mapping Why Do Sites Need to be Mapped?: • Because some ad serving properties are unique to each client, site mapping for each Account needs to occur. What is Site Mapping?: • “Site Mapping” means that sites in DFA need to be mapped to sites in Site Directory. Why Do Sites Need to be Mapped?: • Before any placements are trafficked, sites in DFA need to be mapped to sites in Site Directory. Why Is Site Mapping Important?: • Mapping provides seamless integration of historical and new campaign site naming conventions in ReportCentral. • Mapping is critical for clients who are creating new Floodlight tags in DFA. If the mapping is not done, the Floodlight pixel will not fire.
  34. 34. 34 Site Mapping
  35. 35. 35 Site Mapping Think about it.  Why do I need Site Mapping?  Why is Site Mapping important to trafficking a campaign? Exercise Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting Now we will practice mapping a site.
  36. 36. 3636Google Confidential and Proprietary The trafficking workflow and elements of DFA Unit 3: Trafficking in DFA
  37. 37. 37 Lesson 3.1: Creating a Campaign Lesson Objectives At the end of this lesson, you will be able to answer: • What are the steps to create a campaign? • How do I set the general properties of a campaign?
  38. 38. 38 Campaigns Overview The Campaign holds information such as start/end dates and Landing Page URLs, and allows for centralized reporting.
  39. 39. 39 Landing Pages The “Landing Page” name is the name of your advertiser’s site. All of your Landing Page URLs will be created at the campaign level. Campaign www.newstoday.com www.shopforever.com www.chocolatecentral.com
  40. 40. 40 Creating Campaigns Think about it. • What is included in a campaign? Exercise Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting Now we will practice creating a campaign.
  41. 41. 41 Lesson 3.2: Creating Placements Lesson Objectives At the end of this lesson, you will be able to answer: • What are the steps to create a Placement? • How do I assign general properties to a Placement? • How do I assign pricing and tagging properties to a Placement? • What are the two types of Placement groups?
  42. 42. 42 Placements Media Plan Placements Overview
  43. 43. 43 Placements 1. A Site in Your DFA Account 3. The Creative Size 2. The Placement The physical location of the advertising slots to which ads are served. Home Page 728x90 Home Page 200 x 250 The Site Placements Home Page Creative Size Home Page
  44. 44. 44 20 % Publisher Site Normal Ad Request and Delivery 2 % Publisher Site DFP Interstitial DFP Interstitial Request and Delivery Ad Served Ad Request
  45. 45. 45 Placement Groups Overview (I) Two types: 2. Roadblock – same as Package, BUT all placements in a Roadblock appear together (single page or group of pages). 1. Package – a group of placements where pricing and reporting need to be rolled-up. Package – Is a media buy in which the publisher runs the same size placement across different channels of the publisher’s website.
  46. 46. 46 Placement Groups Overview (II) Roadblock – Is a takeover of an entire page with one advertiser.
  47. 47. 47 Placement Groups Overview (III) Placements are created separately and then assigned to Packages and Roadblocks. Not all individual placements will report activity. The user defines which placement is the actual “counter.” Impressions will not be distributed evenly for individual placements. The priority will be to deliver the promised impressions.
  48. 48. 48 Creating Placements Think about it.  Why would I use Package or a Roadblock?  What is the difference between using an In-Page or Interstitial Placement? Exercise Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting Now we will practice creating a placement.
  49. 49. 49 Lesson Objectives At the end of this lesson, you will be able to answer: • What are the types of creatives? • How do I upload an image creative? • What are the components of a Custom In-Page creative? • How do I upload a Custom In-Page creative? Lesson 3.3: Uploading Creatives
  50. 50. 50 Creatives Creatives Overview
  51. 51. 51 Ad Default Creative Campaign Your Computer Creative#2 160x600.gif Creative#1 728x90.gif Placement: 160x600 Creatives are uploaded and managed in the Creatives tab of a Campaign. Creative#2 728x90.gif Creative#1 160x600.gif Uploading Creatives In DFA, you upload creatives by entering information about them into the system and uploading the creative file. The first GIF of a particular size automatically becomes the default creative for the campaign. A default ad automatically gets created. You need one default GIF for each size per campaign.
  52. 52. 52 Types of Creatives 7. Interstitial Internal Redirect 2. Custom In-Page 4. Custom Interstitial 1. Image 8. Rich Media 9. Rich Media Interstitial 6. Internal Redirect 5. Redirect 3.Flash In-Page 10. Mobile There are 10 types of creatives that you can use in your ads.
  53. 53. 53 Uploading an Image Creative Think about it. • Name at least three main types of creatives. • Why would I use one type of creative as opposed to another? Exercise Now we will practice uploading an image creative.
  54. 54. 54 Creative Libraries in DFA There are two Creative Libraries in DFA: Campaign Level Advertiser Level You can activate and deactivate creatives at the Advertiser level.
  55. 55. 55 Flash In-Page Creative • SWF Flash In-Page creatives are creatives that allow for more animation and more user interaction than a GIF or JPEG. Uploading a Flash In-Page Creative •Backup GIF
  56. 56. 56 Components of a Flash In-Page Creative Flash In-Page Creative Compressed Flash File (SWF) HTML Code Backup GIF or JPEG Image File
  57. 57. 57 Uploading a Flash In-Page Creative Think about it.  What kind of creative may you serve that would require you to choose a Flash In-Page creative type? Exercise Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting Now we will practice uploading a Flash In-Page creative using a template.
  58. 58. 58 Lesson 3.4: Creating Ads Lesson Objectives At the end of this lesson, you will be able to answer: • What is an Ad in DFA? • What are the Ad types in DFA? • What are the steps to create a Standard Ad? • What are the steps to add creatives to a Rotation Group? • What are the steps to create a Click Tracker? • How do I assign a placement to a Click Tracker?
  59. 59. 59 Ads Overview Ads
  60. 60. 60 What Is an Ad? Ad Targeting Attributes Delivery Dates Dimension Landing Pages Creative Every time you assign a creative to a placement, an Ad is automatically created.
  61. 61. 61 Standard Ads Campaign Ad Start and End Dates Landing Page The ad type that is autocreated when you assign a creative to a placement is called a “standard ad.” You can also create standard ads manually. You may need to manually create a new ad to use with preexisting creatives. When an ad is auto-created, the start and end dates from your campaign and the campaign’s default Landing Page are applied. Whether your ad is autocreated or you create it manually, a standard ad is a rotation of creatives. When would you rotate creatives? You would want to rotate your creatives if you wanted to display more than one creative in a placement. Your Computer Creative#2 728x90.gif Placement: 160x600 Creative#2 160x600.gif Creative#1 728x90.gif Creative#1 160x600.gif
  62. 62. 626262 What Is a Default Ad? Campaign Default Ad The Purpose of a Default Ad You will have one default ad for each size of creative you have running in your campaign. This default ad will show in the event that your standard ad(s) cannot serve. Default Ad Placement: 160x600 Creative 160x600.gif Placement: 728x90 Creative 728x90.gif Why Might a Standard Ad Not Serve? • the ad is paused • the ad is geo- targeted and the user falls outside of the geo-targeted region • the ad’s start/end dates have passed
  63. 63. 63 Creating Standard Ads Think about it. • When an ad is auto-created, which components of the creative and the campaign make up the ad? Exercise Now we will practice creating a Standard Ad.
  64. 64. 64 Adding Creatives to a Rotation Group Rotate your creatives when you want to display more than one creative in a placement. Ads Tab AdAssociate Creatives
  65. 65. 65 Adding Creatives to a Rotation Group Think about it. • When would you rotate creatives? Exercise Now we will practice adding creatives to a rotation group.
  66. 66. 66 Creating a Click Tracker text links links in emailsor other elements that are hard- coded on a website. Click Tracker Ad Click trackers are ads that are used to record the number of clicks on…..
  67. 67. 67 Creating Click Trackers Think about it. • When would you create a Click Tracker? Exercise Now we will practice creating a Click Tracker.
  68. 68. 68 Ads Tab Click Tracker Placements Assigning a Click Tracker to a Placement from the Ads Tab
  69. 69. 69 Assigning a Click Tracker to a Placement from the Ads Tab Exercise Now we will practice assigning a Click Tracker to a Placement from the Ads tab. Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting
  70. 70. 70 Lesson Objectives At the end of this lesson, you will be able to answer: • Why do I assign creatives to placements? • How do I assign creatives to placements? • What gets created when a creative is assigned to a placement? Lesson 3.5: Assigning a Creative to a Placement
  71. 71. 71 Placements Creatives Assignments Overview Standard Ad DFA will automatically create a standard ad when you assign a creative to a placement.
  72. 72. 72 Assigning a Creative to a Placement Think about it.  What gets created when I assign a creative to a placement?  Why do I assign creatives to placements? Exercise Now we will practice assigning a creative to a placement. Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting
  73. 73. 73 Lesson 3.6: Generating and Exporting Tags Lesson Objectives At the end of this lesson, you will be able to answer: • What are different types of HTML tags? • Where can I generate site tags? • What are the two ways to deliver tags to a site?
  74. 74. 74 Types of HTML Tags There are many different types of HTML tags •Standard tags See Documentation in the Help Center for descriptions of each type of tag. •Iframes/JavaScript •JavaScript Standard •Internal redirect tags •Click Tracker
  75. 75. 75 Tags Overview Tags
  76. 76. 76 Generating HTML Tags DFA automatically generates the HTML tags that sites implement to display your ad. DFA Excel HTML Text Important: You must upload a GIF that can be used as a default creative before you can get your tags! There are three file type options that you can download or email. Tags
  77. 77. 77 DFA Delivering HTML Tags to Sites There are two ways to deliver HTML tags to sites. 1. Use the DFA download function to download the tags in one of the three download options. You can then attach the file to your own email and send it to the site. 2. Use the DFA email function to send an email (with the tags attached) to site traffickers. You should cc yourself on the email. Excel HTML Text Excel HTML Text Email attached file to site using DFA
  78. 78. 78 HTML Tags Exercise Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting Think about it. • What are the different types of HTML tags? • Why would I want to use one type of tag over another? Now we will practice emailing, downloading, and testing HTML tags.
  79. 79. 79 Traffic a Campaign on Your Own Exercise Now you will practice trafficking a campaign on your own.
  80. 80. 8080Google Confidential and Proprietary Measuring the performance of your campaigns Unit 4: Reporting in DFA
  81. 81. 81 Lesson 4.1: Reporting Overview Lesson Objectives At the end of this lesson, you will be able to answer: • How do I access reports in ReportCentral? • What are the steps to create queries and generate reports in ReportCentral? • If Floodlight is enabled for my account, how do I report on Floodlight activities?
  82. 82. 82 Reporting Overview
  83. 83. 83 1. create detailed reports about ad serving performance. What Are Some Features of ReportCentral? 2. create and schedule queries. 3. download reports in multiple formats. 4. campaign Floodlight activities are reported in ReportCentral.
  84. 84. 84 Navigating ReportCentral ReportCentral has three tabs:
  85. 85. 85 2. Only runs a query when you manually click the Run button. Scheduled vs. Manual Queries There are two ways to run queries to generate data for your report: 1. Scheduled. This method runs a query on a set schedule that you create.
  86. 86. 86 File Formats Examples of the four file formats for the same report: CSV file format XML format HTML format Excel format
  87. 87. 87 ReportCentral Think about it. • Why do I need to run queries? • If Floodlight is enabled for my account, how do I report on Floodlight activities? Exercise Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting Now we will practice running a query in ReportCentral.
  88. 88. 88 Lesson 4.2: Summarizing Data Lesson Objectives At the end of this lesson, you will be able to answer: • What is DFA Analytics? • How is it different from ReportCentral? • How do I access DFA Analytics?
  89. 89. 89 What Are Some Features of DFA Analytics? 1. DFA Analytics is a visualization tool: • Allows you to make visual comparisons of a campaign's performance over time. • Summarizes data in interactive graphs and charts. 2. Faster reporting: • Generates reports in seconds. 3. Improved frequency: • Updates impression and click data about every 3 hours.
  90. 90. 90 DFA Analytics Landing Page DFA Analytics illustrates your performance data through charts, graphs, and lists. DFA Analytics organizes your data by a hierarchy of layers, allowing you to drill down from a general to a more granular level and then back up again. With DFA Analytics, you can report on non-targeted metrics such as: • geo metrics across • Country • DMA • Zip Code And • Browser • Operating System • Connection Speed These options are not available through ReportCentral.
  91. 91. 91 DFA Analytics Think about it. • Name a criteria on which you can report in DFA Analytics. • Name two differences between ReportCentral and DFA Analytics. Quiz Where Are We? Checkpoint Admin  Create a Google Account  Create an Advertiser  Floodlight  Site Mapping Trafficking  Create a Campaign  Create a Placement  Upload Creatives  Ads  Assign Creatives  Generate & Export Tags Reporting
  92. 92. 92 Additional Training Resources Help Center: http://www.google.com/support/dfa/ Sign in to the DFA Help Center for searchable online help articles, Knowledge Base topics, and answers to your support questions. Through the Help Center, access registration to webinar training. And access the Learn Center to take online courses.
  93. 93. 93 The Learn Center In the DoubleClick Learn Center, you sign up for live Webinars and can access online training. Learn by Task or Learn by Role
  94. 94. 94 Evaluation Kindly fill out an online evaluation form. Your comments are very valuable to us! Thank you! Class: DFA Fundamentals Instructor: __________ Location: __________

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