DoubleClick for Publishers (DFP) Basic Guide

What is DoubleClick for Publishers (DFP)

DoubleClick for Publishers (DFP) is a comprehensive hosted ad serving platform that streamlines your ad

management, whether you deliver ads to websites, mobile pages, mobile apps. It helps publishers to

organize ad stack and sell their advertising inventory more efficiently - DoubleClick for Publishers Help.

DFP Small Business DFP Premium

• Paid product toward sites

with high traffic and complex

advertising setups

• Support from an account

manager

• Qualification: your inventory

must garner at least 90 million

monthly impressions

• Limitation: No

• Free product, best suited for

small and growing publishers

• No support of account

manager

• Qualification: Google

Adsense account required

• Limitation: 90 million monthly

impressions

DFP vs HardCode

Hardcode: you implement ad tag from ad partner directly on the website

Complicated management of ad tags/demand partners

Additional technology to manage and analyze the ad performance

Manage multiple ad tags/demand partners in one platform

Powerful world-class reporting system helps publishers to analyze and optimize ad

Ad loads faster

Segment traffic by geo-location

VS

HardCode DFP

DFP Key Terminology

Advertiser

An agency, network, direct brand advertiser that will be trafficking ad

Ad Unit

The basic unit of web inventory made up of one or more available spaces or slots where an ad can appear

Company

Where third-party entities are setup by name to be associated to orders

Creative

The actual ad creative either in the form of an ad tag code snippet or script

DFP Network

The publisher’s DFP account

Line Item

The campaign consisting of start and end dates, targeted at unit and other attributes

Order

The organizational container for campaign line items which contain ad creatives or ad tags

Placement

The group of ad units

Ad tags are held inside creatives. They are inserted to render the ad creative on the website page

Ad Tag = Package Content

Creatives are the packages that hold ad tags

Creatives = Packages

Line items correspond to specific ad zones on specific pages

Line Items = Trucks

Orders are the warehouse where packages are assembled. Each order correspond to an Ad network. Example: Order1 – BidGear, Order2 – Adsense

Orders = Warehouse

A Visualization of DFP

01 02 03

Create a separate order for each advertiser

In order to simplify your reporting, create a separate order for each ad partner. For example: Order 1 –

BidGear, Order 2 - Adsense

Create a separate line item for each ad zone

In order to optimize your revenue via DFP, create a separate line item for

each ad zone. For example: you have a 300x250 ad zone on homepage, and you

want to target this ad zone with 2 ad networks. Within each ad network’s

order, create a line item, i.e a Bidgearline item targeting 300x250 ad zone, an Adsense line item targeting 300x250 ad

zone.

Passback Codes

Passbacks ensure that no ad impressions left on the table by having unsold impressions delivered back to

DFP to re-deliver to the website

How to Organize Ad Partners in DFP

How to implement Passbacks

Using DFP

You can use a specific ad unit as a

passback code that can be

targeted by ad partner to send

unsold impressions back to DFP.

Limitations: incorrect

implementation can cause infinite

looping that can result in

discrepancies and improper ad

delivery.

Ad Network to Ad Network

In this solution, there is no need to

create special ad units in DFP. All

you need to do is insert the ad

code of the second ad partner

into passback place of first

partner’s advertising platform. In

this way, first network will pass

back to the second network in the

waterfall and so on. Adsense, with

100% fill capability, is often the last

partner in the ad stack waterfall.

It’s a good idea to use passbacks , however, they’re similar to training wheels. Once you know what to expect from your ad

partners, you will be able to arrange them from top to bottom based on who has historically garnered the highest CPMs.

When you have that data, passbacks are no longer necessary as DFP will optimize your ad stack automatically.

House ads – 20,000 impressions

You allocates the remaining 2% of the inventory to house advertising, or advertising you create yourself for your site.

Premium advertisers – 200,000 impressions

You sells around 200,000 impressions directly to premium brands. For every 1,000 impressions, they pay you $5.

Ad networks – 780,000 impressions

You allocates the majority of herimpressions to networks. You areusing three ad networks: Bidgear, Network A and AdSense. The networks are arranged in a waterfall –BidGear at the top, followed by Network A and finally AdSense. The ads that appear are generated programmatically, i.e. they are based on the readers’ cookies.

You have a website http://domain.com with one million impressions monthly and you are using DFP to manage your ad partner stack. You may allocate your inventory into three different buckets: premium advertisers, ad networks, and house ads.

Sample DFP Setup

Premium

Advertiser

Ad Network

House Ad

Create an Ad Unit

1 Click “New Ad Unit” in the “Inventory” tab

2Name the ad unit, and make sure there is no space in the ad unit name, i.e.mysite.com_300x250

3 Fill in ad unit details for where you will want ads to serve. Save the ad unit.

Generate Ad Unit Code (Google Publisher Tag – GPT)

1

Select ‘Generate tags’In the inventory tab, select ‘Generate tags’from the left-hand menu. Select the ad unitthat was created and click ‘include’, andthen ‘Generate tags’.

Select tag optionsThe default setting ‘Enable Single Request’enables all ad units on a page to be calledvia one call. If you want ad units to becalled individually, deselect ‘Enable SingleRequest’. We recommend deselecting it forperformance reasons.

Copy and paste generated code for

the bodyFrom the second field of this page, you cancopy the generated code to paste into thebody ‘<body>’ of your website’s HTML code.You can do this by inserting it into yourwebsite’s content management system(CMS) or by directly pasting into the <body>section of your website’s HTML.

Copy and paste generated code for

the headerFrom the first field of this page, you cancopy the generated code to paste into theheader ‘<head>’ of your website’s code. Youcan do this by inserting it into your website’scontent management system (CMS) or bydirectly pasting into the <head> section ofyour website’s HTML.Select tag type

Select tag type (Google Publisher Tag), andclick ‘Continue’.

2

3

4

5

Line Item Types

1SponsorshipSponsorship line items have the highest delivery priority.Best for: Time-based campaigns where an advertiser buys a percentage of all available targeted inventory. Sponsorship line items can target a CPM, CPC, or CPD rate or goal

2StandardStandard line items are most commonly used for directly sold campaigns that have an agreed-upon impression quantity with an advertiser.Best for: Time-based campaigns where a specific number of impressions is to be delivered over specific dates for an advertiser. Standard line items can target a CPM or CPC rate or goal.

3NetworkBest for: Time-based campaigns where typically an ad network buys a percentage of all available targeted impressions remaining after direct or guaranteed line items have met their daily pacing goals. Though not always required, these ad buys can also be agreed upon via signed insertion order (IO), with the ad buy on behalf of multiple advertisers without a direct relationship to the publisher. Network line items can target a CPM, CPC, or CPD rate or goal.

4Price PriorityBest for: Time-based or open-ended schedule campaigns where typically an ad network buys an unlimited or specific number of remnant, nonguaranteed impressions, either based on the total time of the line item’s schedule (lifetime) or based on a daily impression goal within a defining or open-ended schedule.

5BulkBulk is similar to price priority but you must have a fixed quantity of impressions. They deliver evenly by default.Best for: Time-based or open-ended schedule campaigns where typically an ad network buys a specific number of remnant, non-guaranteed impressions, either based on the total time of the line item’s schedule (lifetime) or open-ended schedule.

6HouseHouse line items are typically used for ads that promote products or services chosen by you. House ads are commonly non-revenue generating and always have the lowest delivery priority.Best for: Campaigns where publishers serve their own product or services for marketing and not necessarily to directly impact revenue.

1Click “New Order” in the “Delivery” tab to create a new order

2Fill in order details. Give the order a name, select an advertiser, or create a new one.

3 Create an initial DFP line item that will deliver the ad via the call for a creative.

4Fill in the delivery and targeting details. Line items can be targeted to individualad units, placements or the entire site

5Click ‘Save’. Now you’re ready to add acreative!

Create Orders and Line Items

Add a Creative

1Click ‘Creatives’ menu of the Line Item page and then select ‘Add Creative’.

2Next, select an Advertiser from the dialogue box and click ‘Continue’.

3 Select ‘Third party’On the next page, select ‘Third party’.

4Name the creative corresponding to the ad tag, for example: BidGear_300x250

5Track Macros (Optional): macros are strings of text that can be added to the ad tag URL to enable supported functionalities in DFP.

6Target Ad unit size: Select the same ad size that you intend to target on the size.

7 Uncheck ‘Serve into SafeFrame’, which is checked by default.

DFP can take a while to learn and may requires many

your effort to fully understand. But it’s a worthwhile

platform to learn if you want to increase your ad

revenue.

www.bidgear.com