BHARGAVA RAMBHARGAVA RAM1

Ad management platform, that helps publisher to sell available inventory to advertisers.

DFP acts as an interface between publishers and advertisers, where we set the campaign and run according to contract i.e, IO.

DFP network - define inventory, create and manage campaigns for advertisers.

Key concepts of DFP are : Inventory Tagging Trafficking Forecasting Reporting Account administration

Created by Rishabh Mishra

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Introduction

DFP Small Business DFP PremiumDFP Small business is the free product, you do need a Google Adsense account.

DFP Premium is a paid product and it's meant for massive sites.

Supports single level ad unit hierarchy.

Supports 5 level ad unit hierarchy.

Suggested Ad Unit feature is not available.

Supports Video ad trafficking.

We can bulk upload and download ad units in DFP SB but not in Premium

Over lay ads, out of page.

Created by Rishabh Mishra

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http://www.yahoo.com

User navigates to a siteCommunicate to Publisher web-server1

Publisher web-

server

HTML file is returnedCommunicate to Publisher ad-serverAd-server returns best ad

Request includes;Ad tag

HTML header (character sets, cookies, User Agent,

JavaScript, OS, Flash Player etc.)

Priority

Specific Targeting

(Behavioral, key-word/Key-value)

CPM

Pacing

Ad-Server

Ad Selection Algorithm

Impression recorded in

Publisher ad-server

Publisher ad-server records impressionCommunicate to third-party creative serverThird-

partyCreative server Final creative is

returned

Third-party server records impression

Life Of An Ad Call

Clicks recorded upon user click

Created by Rishabh Mishra

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Move faster Reduce training time, execute campaigns more quickly and avoid

costly data entry errors. Work smarter

Make better business decisions by getting the data you need, as fast as you need it.

Maximize yield Get the most revenue from your indirectly sold and non-guaranteed

inventory. Grow with the platform

Stay flexible with an open API and enjoy worry-free ad delivery via Google’s fast and reliable infrastructure.

It integrates with Ad sense easily. Here publishers sells some ads directly but monetize remnant inventory through Google ad network.

Differentiate your inventory with advanced targeting capabilities and the ability to traffic a variety of rich media campaigns with ease.

Save staff time and reduce costs with simple and efficient trafficking workflow and an intuitive interface.

Make better decisions with comprehensive forecasting and decision-support tools.

Improve campaign performance and client satisfaction with detailed and actionable reporting.

Created by Rishabh Mishra

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In order to maximize revenue, we can have multiple ad networks to fill unsold ad inventory. DFP can serve ads from a network, in order to fill the blank slots. This can be done by using passback tags. Passback tag: An ad tag that we give to network as a fallback tag.

Goals of targeting multiple ad networks to single ad unit: Avoid missing out on impressions. Always serve Ad which has highest revenue

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Order Lineitem Creatives Ad Unit Placement

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Sponsorship : Premium – Percentage - 4

Standard : Premium – Absolute – (Low-6, Normal-8, High-10)

Network : Remnant – Percentage - 12

Price priority : Remnant – Price-priority - 12

Bulk : Remnant – Absolute - 12

House : Own promotion - 16

Deliver impressions : Evenly, Frontlyloaded, As fast as possible

Display Creatives : One , One or more, As many as possible

Rotate Creatives : Evenly, Sequential, Optimized and Weighted

Frequency capping & Day and Time

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Inventory Targeting Geographical Targeting Custom Targeting Device targeting User Domain

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Ad Selection AlgorithmCompare Candidat

e Ads

Kw/Kv weigh

t is

Priority is

Exclusivity

CPM Class

is

Satisfaction Index

is

Candidate Ad

becomes best Ad

Eliminate Candidate Ad

High

High

Exclusive

High

High Low

Low

Low

Low

Not Exclusive

Same

Same

Same

Same

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Fill in the campaign details using the naming conventions

Add in the campaign name and advertiser and relevant trafficker

Click on ‘optional order fields’ to show more

Once expanded add in relevant details including Agency, Sales person and PO number.

If the Advertiser does not exist, create a new one:

Trafficking continued…

Here you can add in tiling. If you have 2 lines with the same label- they will not appear on the same page

• Basic way to define inventory in DFP.• Targeted to different campaigns.• Generate tags for each ad unit and put them on web pages.• User visits your webpage, tag identifies each ad unit and requests ads from DFP.

• Ad units can be created in two ways.– Create ad units in DFP and then add the tags to the

web pages.– Include ad units in the ad tags beforehand. Once the

ad server receives 10 requests for the ad unit. DFP will suggest to define the ad unit in the inventory tab.

How to create an ad unit- continued

Google Publisher Tags:

•Enable single request •Enable synchronous requests•Create passback tag

Generate tags in DFP

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OTHER FEATURES

Placements

Reporting

Forecasting

Troubleshooting

DFP cerification Exam

Google Console

Google Publisher Toolbar

Google Publisher Toolbar