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.

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