BHARGAVA RAM

Introduction

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
2

DFP Small Business

DFP Premium

DFP 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
3

Life Of An Ad Call

Communicate to
Publisher webserver1
HTML file is
returned
Communicate to
Publisher adserver
Ad-server returns
best ad

http://www.yahoo.co
m

Publisher
webserver

User navigates to
a site

Priority
Request includes;
Impression
Specific
ThirdAd tag
recorded
insets,
HTML
header
(character
Targeting
Ad
Adparty
cookies,
User Agent,
(Behavioral,
keyPublisher
adSelection
Server
JavaScript,
OS,
Flash Player
Creative
word/Key-value)
etc.)
server
Algorithm
server
CPM
Pacing

Publisher adserver records

impression
Communicate to
third-party
creative server
Third-party server
records
impression
Final creative is
returned
Clicks recorded
upon user click
Created by Rishabh
Mishra
4

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
Googles 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 decisionsupport tools.

Improve campaign performance and client satisfaction with detailed and

actionable reporting.
Created by Rishabh
Mishra
6

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

Order

Lineitem

Creatives

Ad Unit

Placement

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

11

Inventory Targeting

Geographical Targeting

Custom Targeting

Device targeting

User Domain

12

Ad Selection Algorithm
Compare
Candidat
e Ads

Low
Priorit
y is

High

Same

Low

Kw/Kv
weigh
t is

High

Same

Not Exclusive

Exclu
sivity

Exclusive

Same

Low

CPM
Class
is

High

Same
Eliminate
Candidate Ad
High

Satisf
action
Index
is

Low

Candidate
Ad
becomes
best Ad

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

14

Trafficking continued

Once expanded add in relevant details

including Agency, Sales person and PO
number.
If the Advertiser does not exist, create a
new one:

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 unitcontinued

Google Publisher Tags:

Enable single request
Enable synchronous requests
Create passback tag

Generate tags in DFP

22

OTHER FEATURES

Placements

Reporting

Forecasting

Troubleshooting

DFP cerification Exam

Google Console

Google Publisher Toolbar

Google Publisher Toolbar