DoubleClick for Publishers (DFP) Basic Guide
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DoubleClick for Publishers (DFP) is an ad serving platform aiding publishers in organizing and selling advertising inventory efficiently, offering both a paid premium version for high-traffic sites and a free version for smaller publishers. Key features include managing multiple ad tags, passbacks for unsold impressions, and a powerful reporting system for ad optimization. The document outlines how to set up, create orders, line items, and manage ad partners to maximize revenue from various advertiser types.
DoubleClick for Publishers (DFP) Basic Guide
- 1. DoubleClick for Publishers (DFP) Basic Guide
- 2. 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
- 3. 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
- 4. 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
- 5. 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
- 6. 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 Bidgear line 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
- 7. 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.
- 8. 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 her impressions to networks. You are using 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
- 9. Create an Ad Unit 1 Click “New Ad Unit” in the “Inventory” tab 2 Name 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.
- 10. 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 unit that was created and click ‘include’, and then ‘Generate tags’. Select tag options The default setting ‘Enable Single Request’ enables all ad units on a page to be called via one call. If you want ad units to be called individually, deselect ‘Enable Single Request’. We recommend deselecting it for performance reasons. Copy and paste generated code for the body From the second field of this page, you can copy the generated code to paste into the body ‘<body>’ of your website’s HTML code. You can do this by inserting it into your website’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 header From the first field of this page, you can copy the generated code to paste into the header ‘<head>’ of your website’s code. You can do this by inserting it into your website’s content management system (CMS) or by directly pasting into the <head> section of your website’s HTML.Select tag type Select tag type (Google Publisher Tag), and click ‘Continue’. 2 3 4 5
- 11. Line Item Types 1 Sponsorship Sponsorship 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 2 Standard Standard 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. 3 Network Best 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. 4 Price Priority Best 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. 5 Bulk Bulk 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. 6 House House 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.
- 12. 1 Click “New Order” in the “Delivery” tab to create a new order 2 Fill 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. 4 Fill in the delivery and targeting details. Line items can be targeted to individual ad units, placements or the entire site 5 Click ‘Save’. Now you’re ready to add a creative! Create Orders and Line Items
- 13. Add a Creative 1 Click ‘Creatives’ menu of the Line Item page and then select ‘Add Creative’. 2 Next, select an Advertiser from the dialogue box and click ‘Continue’. 3 Select ‘Third party’ On the next page, select ‘Third party’. 4 Name the creative corresponding to the ad tag, for example: BidGear_300x250 5 Track Macros (Optional): macros are strings of text that can be added to the ad tag URL to enable supported functionalities in DFP. 6 Target 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.
- 14. 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