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DFP

DoubleClick For Publishers

DoubleClick for Publishers (DFP) is a powerful free ad-server run by Google.

DFP was re branded in June 2018 and is now called Google Ad Manager.

The main purpose of DFP is to ensure that the every ad-request is filled with the most valuable impression, whether that impression comes from a direct campaign, network or through ad-exchanges.

Why publishers need an ad server, such as DFP

An ad server is often unnecessary in the the earliest stages of the publisher life-cycle. If all ads are being served by a single source of demand (such as AdSense), then an ad server offers little advantage and increases complexity. As inventory grows opportunities should arise to introduce additional demand with the aim of increasing inventory. This presents three options:

  1. Give each demand source a dedicated ad unit – only a good option if the demand source will pay the top price for every impression
  2. Set-up waterfalls – have your top advertiser passback any impressions they are not willing to pay enough for and hope that too many impressions are not lost
  3. Have an ad server, such as DFP, choose the best impression for each request

How OKO helps publishers with DFP

As Google Certified Publishing Partners, the OKO team is trained and regular assessed by Google on it's DFP expertise. For new publisher clients this expertise is most usually applied in transitioning websites and apps from using a single demand source to a more a multi-demand set-up that helps maximise revenue. This is also often combined with introducing Header-bidding, Exchange-bidding and DoubleClick Ad Exchange.

We also help our publisher clients with technical and ad delivery issues surrounding DFP: Ensuring that ads always serve quickly, reliably and in the most profitable way. Every publisher is paired with a Google Certified DFP expert (backed by both our technical team and our priority access to Google’s support structure), ensuring that they always get fast, expert help.

Need help with ad monetization?

Partner with the expert team at OKO for your website monetization. Our team of certified experts will reduce your workload and worry whilst increasing your ad income.

How we can help

Need Some Help?

SEE HOW WE CAN HELP

Private Marketplace Deals (PMPs): The Essential Guide

Google says farewell to AdWords and DoubleClick

DoubleClick drops support for IE10 in GPT

Dealing with DFP Malvertising notifications

Understanding Google Ad Manager responsive ads

Adding users to DFP

Using DFP Key-values to structure inventory

Why dynamic allocation makes DFP so good

Auction pressure and why your CPM is probably lower than it could be

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OKO is a registered trademark and trading style of OKO Digital Limited. Registered in England company number 03867231. © OKO Digital Limited 1996-2018. All Rights Reserved.

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