Hassan's client places specific value on conversions based on which device they occur on. How can Hassan define the specific weighted values of each of these conversions, so he can include them in his bid strategy?

A formula column in DoubleClick Search (DS) allows Hassan to create custom metrics and assign weighted values to conversions based on device. This provides the flexibility to incorporate specific business logic directly into DS, which can then be used in bid strategies. Defining weighted values in a separate application would require manual uploads and wouldn't directly integrate with DS bid strategies. Mobile bid modifiers optimize bids but don't assign weighted values to conversions themselves. Custom Floodlight variables capture additional conversion details but don't inherently assign weighted values for bidding purposes.