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