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DoubleClick for Publishers 101 by Andrei Ungureanu
1
Ad Units and Placements
an Ad Unit is a container that will organize our inventory in DFP, and also a space in our content where we intend to deliver adsAd Units have parent-child relationships. The ads targeting the top level Ad Unit (the parent) are also targeting the lower - level Ad Units (the children), up to 5 levels.
Placement
Placement is a way of grouping the Ad Units so they can be targeted in order to display the same ads
We have a travel website that has a page for the following countries:Australia, USA, France, Romania, Spain, ItalyThe countries colored in green can be grouped in a placement called “Europe”.
Example
2
About key-value targeting
Key-value tags are specific targeting items in the ad tag and line item/creative
With key-value targeting we can define our own targeting criteria (such as age, gender, or content)
We can either pre-define a key and its values (ex. age: 18-30) or set up a free-form key-value (ex. occupation)
female male
age: 18-30
occupation: student
has kids: no
3
Orders and Line Items
an Order is a representation in DFP of an agreement with an advertiser. It is like a unique folder for an advertiser and campaign.A line item contains all of the specifics of the order; such as where the ads will display, how long they will run, creatives and more.
Example
Advertiser : Himalaya ShopOrder : Winter CampaignLine Item: Leaderboard 720x90px
Creatives:Line item types: Sponsorship (they use CPD, CPM or CPC model) Standard (absolute numbers of impressions sold with
defined start and end dates) Network Bulk Price priority Ad Sense/ Ad Exchange House
4
Types of creatives
A creative is the actual ad that the user see on a page or in an app (image, video or other content)
IMAGE FLASH TEXT & IMAGE
THIRD PARTY DoubleClick TAG
SDK MEDIATION
5
Forecasting
Forecasting is the process of checking out our inventory in order to:
sell as many impressions as possible
ensure that we are not selling more impressions then we can deliver
22.758.333 likely to deliver
56.808 remaining unreserved impressions
0 unlikely to deliver
We can export the forecast or save the results to an order (new or existing)
6
Most important metrics in reporting
Total requests
total number of requests
received by DFP
Ad server impressio
nsTotal
impressions served by DFP
Ad server average
eCPMaverage
effective cost-per-thousand-impressions earned from
the ads delivered
Unviewed impressions (dropoffs)
Ad server clicks
Total clicks served by DFP
Ad server CPM and
CPC revenue
revenue earned for the ads
delivered by DFP
Ad server CTR
percentage of impressions
served by the ad server that
resulted in users clicking
on an ad
7
Native ads
FORMnative ads look and feel like natural content
FUNCTIONnative ads behave just like the natural content
A native ad is paid media that follows the natural form and function of the user experience in which it is placed.
Thank you!
Find me on Twitter @MustBeAndrei