If you own or manage a website or blog and are involved in digital marketing, you should know how crucial ad management is. DoubleClick for Publishers (DFP) — a tool aimed at easing the burdens of ad management, serving, and optimization for publishers. But what exactly does DFP do?
In this article, we’re going to cover the basics: what DFP in digital marketing terms is, how it relates to Google Ad Manager, and why modern-day digital publishers might consider it as their best friend ever.
What does “DFP” actually stand for? DoubleClick for Publishers (shortened DFP) was launched by an online ad services company, DoubleClick, which Google acquired in 2008. As an advertisement tool, DFP was designed as a way for publishers to handle their ad inventory with ease and accuracy. It has become the go-to solution for publishers of all sizes.
The term might be used exchangeably nowadays since Google has integrated DFP into Google Ad Manager, but the concept is still the same — putting power in publishers’ hands over how ads are served on their sites.
In 2018, Google brought DFP and Google Ad Exchange together to form a single platform: Google Ad Manager. In a nutshell, Google Ad Manager is DFP (DoubleClick for Publishers) with all the old functions plus new ones.
DFP is like the classic version of a well-known car, while Google Ad Manager is a new model with better speed, extra horsepower under the hood, and additional features for good measure. Today, publishers can manage both their direct deals and programmatic ads using a single platform, as Google Ad Manager unifies ad serving, inventory management, and reporting.
Understanding why DFP is so valuable requires examining its standout features. Here are some highlights:
DFP lets you control ad space on your site. You can set up and manage ad units — specific locations on your site where ads appear — and DFP supports various ad formats, including banners, video ads, and interstitials.
With DFP, you can precisely target ads based on criteria like user location, device, and interests, allowing you to serve ads that are more relevant to your audience.
DFP supports header bidding, enabling publishers to offer ad inventory to multiple ad exchanges simultaneously, which can increase competition and drive up prices.
DFP provides robust reporting tools to monitor such metrics as impressions and clicks. This data helps publishers optimize ad placements and refine strategies.
With Google Ad Manager, you won’t need to adjust ad placements manually. Its automation tools ensure the highest-paying ad is displayed, maximizing revenue.
Starting with DFP is simple, especially if you have a Google account. You can sign up for Google Ad Manager, which has a free option for smaller publishers. Once set up, you can create ad units, add advertiser details, and start running campaigns.
Google offers a wealth of resources, making it easy for beginners to get support as they grow their ad strategy.
For publishers who want to squeeze every bit of ad revenue and simplify management across multiple ad networks, DFP is worth the investment.
Providing inventory control, strong targeting, and real-time information, this comprises a complete solution for the digital publisher of today. Whether you’re a newbie or an experienced digital publisher, DFP can help you transform your site into a money-making machine.
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