Consulting Firm: The Lew Edwards Group Contact
Client: City of Merced Email:
Proposal Date: 6/5/2026
Sales Representative: Lindsey Yager
Email: [email protected]
Phone: 573-446-6135
Start Date - End Date Package Name Targeting Splits
(See Details Below Main Table) Device Targeting Creative Unit Estimated Impressions CPM Total Spend Reach Frequency
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
848,829 $19,500.00
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
CRM Data Targeting
Retargeting
848,829 $19,500.00
Mid/Late June launch, 2-3 week
flight (Update with actual dates
once confirmed)
10/12/2026 - 11/3/2026
Brand Safety/Account Management
Added Value various Added Value Added Value $0.00
Mid/Late June launch, 2-3 week
flight (Update with actual dates
once confirmed)
10/12/2026 - 11/3/2026
Creative Services
Added Value various Added Value Added Value $0.00
TOTAL 1,697,658 $39,000.00
Tactic
CRM Data Targeting
Retargeting
Terms and Conditions
This proposal is for negotiation purposes only and does not constitute a signed insertion order.
All quotes and impression levels are subject to change and based on current availability.
Positions offered are on a first come, first serve basis. In the event that inventory is sold out or pre-empted, a substitute will be provided.
3.71 High Impact Banners
162,162 $18.50 $3,000.00
43,679 3.71
43,679 8.24Cross-Platform Standard Display Cross-Device Inventory Above the Fold
300x250, 728x90, 300x600,
320x50 & 160x600 360,000
3.66 $48.00
10/12/2026 - 11/3/2026 $18.50 $3,000.00162,162
High Impact Banners
Cross-Device Inventory
Above the Fold
Adhesions:
300x250, 728x90, 300x600,
320x50 & 160x600
Mobile & Tablet Inventory Mobile Interstitials/Scrollers:
320x480, 300x250, 300x600
$12.50 $4,500.00
Desktop & Tablet Inventory Leaderboard:
970x250
Total
10/12/2026 - 11/3/2026
Targeting Details
Description
Provided List
Retarget users with banner ads who have previously viewed CTV or Online Video Ads; Retargeting users who have previously engaged via click or impressions with ads 43,679 3.82
Total
ADDED VALUE PACKAGE
Brand safety verification included. Viewability reporting available upon request throughout flight per notice prior to launch; Dedicated account management team to monitor and report based on client's desired frequency
Creative Team: Ability to build out and resize standard banners (including HTML5), high impact units, native images and copy, social media ads and audio production as needed at no extra charge. Agency/Client given final approval. Two rounds of edits provided free of charge for display/high impact builds & one round of edits provided free of charge for audio production; additional edits will incur fee. Division-D retains right to creatives $4,000.00 43,679 3.66
10/12/2026 - 11/3/2026 Connected TV Connected TV Inventory; (May Open to OTT as needed) :15 or :30 Video 166,667 $48.00 $8,000.00 10/12/2026 - 11/3/2026 Online Video Cross-Device Inventory Above the Fold :15 or :30 Video 160,000 $25.00
$8,000.00 43,679 3.82
Mid/Late June launch, 2-3 week
flight (Update with actual dates
once confirmed)
Online Video Cross-Device Inventory
Above the Fold :15 or :30 Video 160,000 $25.00 $4,000.00 43,679 Mid/Late June launch, 2-3 week
flight (Update with actual dates
once confirmed)
Connected TV Connected TV Inventory; (May
Open to OTT as needed) :15 or :30 Video 166,667
Mobile & Tablet Inventory Mobile Interstitials/Scrollers:
320x480, 300x250, 300x600
Desktop & Tablet Inventory Leaderboard:
970x250
$4,500.00 43,679 8.24
Cross-Device Inventory
Above the Fold
Adhesions:
300x250, 728x90, 300x600,
320x50 & 160x600
Advertising Representative Contact Information
Please note that budget may be reallocated between
packages mid-flight to ensure full delivery.
Mid/Late June launch, 2-3 week
flight (Update with actual dates
once confirmed)
Cross-Platform Standard Display Cross-Device Inventory
Above the Fold
300x250, 728x90, 300x600,
320x50 & 160x600 360,000 $12.50
Mid/Late June launch, 2-3 week
flight (Update with actual dates
once confirmed)
43,679
Placement
Cross Platform Standard Banners
Cross-Platform Adhesion Banners
Mobile Interstitials & Scrollers
Sc
Rising Star Billboard
Online Video
Connected TV (CTV)
Visual
creenshots
Creative Ad Specs: Display, Video, High Impact
Package Name Ad Dimension Text Requirements Approved File Type Asset Due Date Max File Size Looping Requirements Animation Requirements Max Frame Rate User-Initiated Audio Approved? 3p Tracking Support? Notes Cross-Platform Display Banners
Cross-Platform Adhesion Banners 300x250, 728x90, 160x600, 320x50 and 300x600 N/A All (JPG/.GIF, HTML/HTML5 - see tab 2 if utilizing HTML assets) 3 Business Days Prior to Launch Up to 10 MB zip file 3 loops 15 seconds 24 fps Yes Tags: Yes* - JavaScript only
Impression Trackers: Yes
Click Trackers: Yes
1 pixel black border is required on all sides
*Tags generally accepted from Campaign Manager 360 (DCM), Sizmek and other leading ad servers. Consult your rep if providing tags from a less common ad server.
Rising Star Billboard 970x250 N/A All - HTML/HTML5 - see tab 2 if utilizing HTML assets, Image, Flash 3 Business Days Prior to Launch Up to 10 MB zip file 3 loops 30 seconds 24 fps Yes Tags: Yes* - JavaScript only
Impression Trackers: Yes
Click Trackers: Yes
Needs Close Button that will collapse the billboard; Collapses to 'Show Ad' text with icon (88x31 image) or “Show Ad” text/icon with residual branding in 62x88px or 196x31px image. 1 pixel black border is required on all sides. Collapsed 88x31 image is not a requirement and unit can run as a standalone 970x250. *Tags generally accepted from Campaign Manager 360 (DCM), Sizmek and other leading ad servers. Consult your rep if providing tags from a less common ad server.
Online Video
(Pre-, Mid-, Post-Roll, and Outstream)
1920x1080 (recommended)
1280x720 (minimum) N/A MP4, WEBM 3 Business Days Prior to Launch 100 MB N/A 5 - 30 seconds recommended (120 seconds max) 29.97 fps Yes Yes Can include 300x250 companion banner (GIF, PNG, JPG) Mobile Interstitials & Scrollers 300x250, 320x480, 300x600 N/A All (JPG/.GIF, HTML/HTML5 - see tab 2 if utilizing HTML assets) 3 Business Days Prior to Launch Up to 10 MB zip file 3 loops 24 fps Yes Tags: Yes* - JavaScript only
Impression Trackers: Yes
Click Trackers: Yes
1 pixel black border is required on all sides
*Tags generally accepted from Campaign Manager 360 (DCM), Sizmek and other leading ad servers. Consult your rep if providing tags from a less common ad server.
Connected TV 1920x1080 minimum N/A MP4 3 Business Days Prior to Launch 300 MB N/A 5 - 30 seconds recommended (120 seconds max) 29.97 fps Yes Yes 15Mbps minimum required, 18 Mbps strongly recommended Exact specifications may change if targeting specific publishers (e.g. Hulu, ESPN, etc.).
How to prepare HTML5 assets for Campaign Manager
This guide helps you prepare HTML5 assets to upload into Campaign Manager.
New to HTML5? See the About HTML5 creatives section below to learn about creatives that use HTML5.
Topics in this article:
· About HTML5 creatives
· How to prepare your HTML5 .zip
· HTML5 developer guidelines.
ABOUT HTML5 CREATIVES
Creatives that use HTML5:
1. Display creatives - non–rich media creatives that can use image or HTML5. Display creatives offer:
· Click tag reporting on individual exits
· Polite loading
2. Rich Media - All other HTML5 creatives use rich media elements, so they must be created in Studio (e.g. display expanding or display interstitial creatives). You can get HTML5 rich media creatives from Studio and set them up in Campaign Manager. This includes rich media display banner HTML5 creatives, which use rich media elements.
Creative setup resources:
· Display creative setup (Campaign Manager users only)
· Rich media build guide (Studio users)
ABOUT HTML5
· Compatibility: HTML5 creatives don't require third-party plugins or special file types. This makes them compatible with most mobile devices, including iOS.
PREPARE HTML5 ASSETS
To set up display creatives with HTML5, upload your HTML5 creative to Campaign Manager in the form of a .zip file. The .zip should consist of an HTML file plus any files referenced by the HTML file.
1. Create a folder.
What to include in your .zip file:
· HTML file: The primary asset of your HTML5 creative is the HTML file. This is the entry point for your creative. It must be a complete HTML document that includes at least one click tag and can load into an iFrame. Campaign Manager serves the iFrame along with your assets. See below for click tag help.
· Other files: Include any other files that are referenced by the HTML file. Do not include any files that are not referenced.
What not to include:
· No .zips within .zips: Do not include any .zip files within your HTML5 .zip file. However, if you have several separate HTML5 .zip files for several separate HTML5 creatives, you can zip these files together and batch upload them to Campaign Manager.
· No unreferenced files: As noted above, only include files if they referenced by the HTML file. · No local or session storage: Campaign Manager does not accept HTML5 assets that use local storage or session storage.
· No % in the name: Do not include a percent symbol (%) in the names of any of the files in your asset.
· No backup assets: Do not include backup assets in your HTML5 .zip file unless they are referenced by the HTML file.
The trafficker must upload a separate backup image to Campaign Manager. This image is used if Campaign Manager cannot use your primary assets because they are not supported. Do not include this backup image with your HTML5 .zip file.
However, some HTML files may be coded to use their own backup assets when a browser can't handle all the features. In this case, you'll need to include a backup image in your .zip in addition to the file the trafficker must upload separately.
Supported file types and limits for your .zip file:
· Supported file types: HTML, HTM, JS, CSS, JPG, JPEG, GIF, PNG, JSON, XML, SVG, EOT, OTF, TTF, WOFF, WOFF2
· Maximum number of files per .zip: 100
· Maximum size: 10 MB
Sample HTML5 .zip file:
· Download a sample ZIP file
Help with .adz files
Campaign Manager also accepts HTML5 creatives in the form of an .adz file. Just treat the .adz file exactly as you would a .zip file. For your purposes, there is no difference between .adz and .zip. · Compress the folder into a .zip file. Need help compressing folders? Try the Windows or Apple help centers.
· The trafficker can now upload this .zip file to Campaign Manager in Trafficking.
Learn more about Trafficking:
Why doesn't Campaign Manager allow JavaScript APIs for local storage or session storage? To help protect user privacy, Campaign Manager does not accept HTML5 assets that use local storage or session storage. If your upload is rejected for this reason, work with your developer to remove the forbidden APIs. Then try uploading the asset again. Specifically, you cannot upload HTML5 assets with the following JavaScript APIs:
· indexedDB
· localStorage
· openDatabase
· sessionStorage
If your advertising goals depend on these APIs, try using Campaign Manager settings instead. For example, some advertisers use these APIs for ad targeting and frequency caps, but this isn’t necessary: you can use Campaign Manager to set up many kinds of targeting, and to set frequency caps. Ask support for help implementing workarounds. (Just keep in mind that regardless of how you set up your asset, you should only attempt to capture data that meets the privacy requirements in your contract with Google Marketing Platform.) What is local storage and session storage?
There are two kinds of HTML5 Web Storage. They are ways to store data on a browser. Local storage stores a file on the browser across browsing sessions. It remains on the browser permanently, unless the user clears the data.
Why isn't this type of storage allowed?
The stored file can potentially include code designed to capture Personally Identifiable Information (PII), track cross-session browser activity, or send other data to third parties that may violate the terms of your Google Marketing Platform contract. This kind of data collection is certainly not the only use of local and session storage, but it's one possible use, because the file can include any type of code.
DEVELOPER GUIDELINES
Resources: IAB & Studio
· IAB HTML5 guidelines
We developed HTML5 creatives based on these guidelines, plus a number of our own enhancements.
· Studio build guide
Use this guide to add video or expanding features to your HTML5 creative.
Dimensions
Unlike images or videos, HTML documents don't have dimensions on their own. For this reason, use the size meta tag to indicate the intended size for your creative. The size meta tag is an optional parameter in your HTML document. It's the best way to be sure your creative renders at the right dimensions.
· You can enter the dimensions as shown below:
<meta name="ad.size" content="width=300,height=250">
Click tags
· Click tags define landing pages for each exit on your creatives with HTML5 assets. An exit is any area that can be clicked that directs the browser to a landing page. Each click tag defines the landing page for a different exit.
· When an exit gets a click, the creative calls Campaign Manager for the landing page associated with that exit. You can set this landing page
in your creative or your ad, depending on your needs.
· C
ampaign Manager detects click tags when you upload your assets. You can change the landing page your click tag uses anytime, even after you export tags. That's because the click tag is a standard variable, a placeholder for the landing page rather than a hardcoded value. · There are some best practices for setting up your click tags since the ad-level overrides the creative-level settings in display creatives:
· Make sure your creative uses the click tag variable as the click destination. · The click tag should be easy for the ad server to read—no minification or obfuscation, though you can use minifers in the rest of your code and in other files. · We do not recommend hard-coded URLs in your asset because that prevents Campaign Manager from tracking clicks and prevents traffickers from updating the URL. After upload, Campaign Manager
will warn you if there are hardcoded URLs in the asset.
Sample click tag insertion
· Here's an example of a click tag inserted in an HTML document:
<html>
<head>
<meta name="ad.size" content="width=300,height=250">
<script type="text/javascript">
var clickTag = "http://www.google.com"; </script>
</head>
[The rest of your creative code goes here.] </html>
· Make sure your creative uses the click tag variable as the landing page URL. Make sure you replace 'www.google.com' with your actual click URL, it's used here as an example only. <a href="javascript:window.open(window.clickTag)">
<img src="images/dclk.png" border=0>
</a>
Use Google Web Designer for exit events
· Google Web Designer's Tap Area component is fully compatible with Campaign Manager. No custom code is required.
· Google Web Designer Help
To add a click tag using a Tap Area:
1. Be sure your ad has a button or other clear visual call-to-action element for the user to click or touch.
2. Drag the Tap Area component from the Interaction folder of the Components panel to the stage, and position it over the call to action.
3. Click the new event button in the Events panel.
4. In the event dialog, select the following options:
Target: The Tap Area Component (gwd-taparea_1)
Event: Tap Area > Touch/Click
Action: Google Ad > Exit ad
Note: A similar action, Exit Ad (overrides URL), doesn’t allow you to modify the URL outside of the creative, such as within Studio or Campaign Manager, and should only be used for dynamic ads.
Receiver: gwd-ad
Configuration
· Metrics ID - A label (e.g., "CTA") to make reports easier to understand. · URL - The exit URL.
· Collapse on exit - For expandable ads, check to collapse the ad when the user closes the ad. · P
ause media on exit
- Check to stop video and audio playback when the user closes the ad. · C
ollapsed page on exit
- For expandable ads, the page to show when the user closes the ad.
SAMPLE FILES
Sample HTML document
· Here's an example of a complete HTML document for an HTML5 creative. The click tag and size meta tag are shown in bold.
· Because this creative is so simple, no other assets are needed. If this were your HTML5 creative, you'd compress it into either a .zip or .adz file and send it to your Campaign Manager trafficker.
Document:
<html>
<head>
<title>sample html page</title>
<meta name="ad.size" content="width=300,height=250">
<style>
html, body {background-color: blue;}
p { color:white; }
</style>
<script src="http://code.jquery.com/jquery-1.9.1.js"></script> <script>
var clickTag = "http://www.google.org";
function resizeWindow()
{
$('p').css({ 'width':'100%', 'text-align':'center' });
var h1 = $('h1').height();
var h = h1/2;
var WinHeight = $(window).height();
var w = WinHeight/2;
var m = w - h;
var WinWidth=$(window).width();
$('p').css("margin-top",m + "px");
$("p").text("Size="+WinWidth+"x"+WinHeight);
}
$(document).ready(function () {
resizeWindow();
});
$(window).resize(function () {
resizeWindow();
});
</script>
</head>
<body>
<a href="javascript:window.open(window.clickTag)"><p>Page loading...</p></a> </body> </html>
HTML5 FILES WITH CLICK TAGS
These HTML5 files are used to dynamically change URLs and record clicks with the Campaign Manager ad servers.
Simple
· Calls a click tag upon a click.
· Simple HTML5 file
Including Parameter
· Calls clickTag when the button is clicked. This example demonstrates passing a parameter to the destination URL (e.g., a zip code).
· HTML5 file with parameter
Including a # sign example
· Coded to break up the tracking call to Campaign Manager and the landing page URL of the button. This needs to be done for any creative that clicks through to a destination URL that contains a pound sign (#).
· HTML5 file with a pound sign
Multiple click tags
· Contains multiple click tags.
· HTML5 file with multiple click tags
Loader
· .zip containing two .zip files, the parent file and the child file. The parent loads the child file. · HTML5 parent and child files
HTML5 files with image Floodlight tags
These are samples of HTML5 files that are used for recording user interactions in non–rich media creatives.
On click
· Calls an image Floodlight tag when the button is clicked. · HTML5 file calls image Floodlight on click
On load
· Calls an image Floodlight tag when the HTML5 is loaded. · HTML5 file calls image Floodlight on load
HTML5 files with dynamic Floodlight tags
These are samples of HTML5 files that are used for recording user interactions in non–rich media creatives, when images are not used.
On click
· Calls a dynamic Floodlight tag when the button is clicked. · HTML5 file calls dynamic Floodlight on click
On load
· Calls a dynamic Floodlight tag when the HTML5 is loaded. · HTML5 file calls dynamic Floodlight on load
HTML5 files with special tracking
This is a sample of an HTML5 file that is used for recording user interactions in non-rich media creatives.
· HTML5 file with special tracking
1x1 tracking pixel
Calls a Campaign Manager 1x1 tracking pixel when it loads.