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DoubleClick for Publishers 101 by Andrei Ungureanu

DoubleClick for Publishers 101

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Page 1: DoubleClick for Publishers 101

DoubleClick for Publishers 101 by Andrei Ungureanu

Page 2: DoubleClick for Publishers 101


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 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”.


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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

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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.


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

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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)




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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)

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Most important metrics in reporting

Total requests

total number of requests

received by DFP

Ad server impressio


impressions served by DFP

Ad server average


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

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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.

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Thank you!

Find me on Twitter @MustBeAndrei