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Transcript of Doubleclick Training in Hyderabad | DoubleClick Training in Ameerpet | Doubleclick Certification...
BHARGAVA RAMBHARGAVA RAM1
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
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Introduction
DFP Small Business DFP PremiumDFP 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
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http://www.yahoo.com
User navigates to a siteCommunicate to Publisher web-server1
Publisher web-
server
HTML file is returnedCommunicate to Publisher ad-serverAd-server returns best ad
Request includes;Ad tag
HTML header (character sets, cookies, User Agent,
JavaScript, OS, Flash Player etc.)
Priority
Specific Targeting
(Behavioral, key-word/Key-value)
CPM
Pacing
Ad-Server
Ad Selection Algorithm
Impression recorded in
Publisher ad-server
Publisher ad-server records impressionCommunicate to third-party creative serverThird-
partyCreative server Final creative is
returned
Third-party server records impression
Life Of An Ad Call
Clicks recorded upon user click
Created by Rishabh Mishra
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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 Google’s 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 decision-support tools.
Improve campaign performance and client satisfaction with detailed and actionable reporting.
Created by Rishabh Mishra
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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
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Order Lineitem Creatives Ad Unit Placement
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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
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Inventory Targeting Geographical Targeting Custom Targeting Device targeting User Domain
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Ad Selection AlgorithmCompare Candidat
e Ads
Kw/Kv weigh
t is
Priority is
Exclusivity
CPM Class
is
Satisfaction Index
is
Candidate Ad
becomes best Ad
Eliminate Candidate Ad
High
High
Exclusive
High
High Low
Low
Low
Low
Not Exclusive
Same
Same
Same
Same
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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
Once expanded add in relevant details including Agency, Sales person and PO number.
If the Advertiser does not exist, create a new one:
Trafficking continued…
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 unit- continued
Google Publisher Tags:
•Enable single request •Enable synchronous requests•Create passback tag
Generate tags in DFP
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OTHER FEATURES
Placements
Reporting
Forecasting
Troubleshooting
DFP cerification Exam
Google Console
Google Publisher Toolbar
Google Publisher Toolbar