DoubleClick for Publishers by Google

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DoubleClick for Publishers by Google
Google Ad Manager logo.png
Developer(s) Google
Operating system Cross-platform (web-based application)
Type Online advertising

DoubleClick for Publishers by Google (DFP), formerly called Google Dart [1] is an advertisement software as a service application run by Google. It can be used as an ad server but it also provides a variety of useful features for managing the sales process of online ads using a publisher's dedicated sales team. Should a publisher not sell out all their available ad inventory, it can choose to run either other ad networks or AdSense ads as remnant inventory in DoubleClick for Publishers.

How it works[edit]

  • The webmaster inserts the Google Publisher Tag (GPT) JavaScript code into a webpage.
  • Each time this page is visited, the JavaScript code creates an IFrame, DFP decides which campaign wins and deliver the creative to the IFrame.

Types of ads available[edit]

DFP differentiates between two types of ads:

  • Priority (based on time/duration)
  • CPM (based on price)

For priority based campaigns the following priorities can be set:


The most common priority for ad campaigns. Should be used as default.


The only reason to use premium ad campaigns would be to accelerate the speed of delivering a campaign. The premium ad will run roughly 10 times for every standard ad in rotation. Use this priority only if you need to deliver more impressions or a client is saying that they are not seeing enough of their ads in rotation. You would not want to run ads as premium but would use the standard ad campaign.


If any ad is marked as exclusive it will not display any other types of ads. It is possible to have more than one exclusive ad running at one time in which case they would rotate evenly with the other exclusive ads. Exclusive ads can only be sold on a Cost Per Day (CPD) basis. Default is for one week but you can set any time frame, (for example a month).

For CPM campaigns:


Any ads not sold by a publisher's sales team. If enabled (by clicking a checkbox) in Google Ad Manager (GAM) the publisher would be paid for running AdSense ads.


Ads run by the publisher to promote their own services such as to promote subscriptions to one of their magazines.

DoubleClick for Publishers[edit]

Google acquired DoubleClick in March 2008 and later in February 2010 Google launched DoubleClick for Publishers and DoubleClick for Publishers Small Business. DoubleClick for Publishers has since replaced Ad Manager.

Managing, delivering and measuring the Performance of ads

Ad-serving technology for ad exchange helps online publishers make money from the content through various channels may be their own sales force, ad network or through combination of both. Managing ads have been simplified with the ad serving technology for online publishers (news sites, online communities, entertainment sites, social networks, e-commerce sites). To manage the complex process of how and when the ads appear on their websites and allocate ad space most effectively major online publishers use ad serving technology.

With new set of ad serving algorithm and new set of APIs ad server baseline has been improved and DART is now Double Click For Publishers (DFP) for large publishers and Google gets a better standpoint in advertising industry with a move from GAM to DFP Small Business for smaller websites. Rebranding for publishers has been broadened as open public API enables publishers to integrate their own API with DFP and with dynamic allocation features publishers are allowed to bid for multiple ad networks.

Ad inventory solutions available are: DFP Small Business (free - if you serve less than 90 million monthly ad impressions) and the DFP Premium Solution.

DoubleClick for Publishers Small Business[edit]

DFP Small Business is a hosted ad management solution that helps growing publishers to move ahead with the set of sophisticated feature set. DFP Small Business offers a complete toolkit for managing and growing both directly and indirectly sold advertising including streamlined trafficking, ad delivery, advanced forecasting and granular reporting, inventory management, new web service API, interactive user interface, integrated revenue optimization, and direct access to the advertisers from all over the world.

Earlier with GAM reporting and tracking was poor, as the user interface was not friendly and it took longer time to generate reports so it was hard for publishers to show advertisers customized report. Also, Google Ad Manager analytics differed from DoubleClick analytics. Thirdly, GAM required tracking code to be included in the header of every page just like its competitor OpenX, this problem still continues. With DFP Small Business reporting issue and analytics count discrepancies no longer exist.

DFP Small Business is a comprehensive and contemporary ad platform for ad delivery and revenue optimization across your directly-sold ads, AdSense, and ad networks.


Ad trafficking and delivery lets online publishers have complete control on ads appearance – when, where, to whom the ads should appear. Flexible ad delivery model lets publisher decide how to delivery ads based on how advertisers and publishers want the ads to be displayed. This involves lots of activities like Impression scheduling for directly sold ads and pacing of ad delivery to meet up delivery goals. The tiered priorities provide publishers multiple delivery choice to match sales requirement. Publisher using DFP Small Business can set multiple frequencies capping to limit the ad visibility frequency for the same visitor over a minute, hour, day, week, month, or lifetime. Roadblocking is used to deliver multiple ad variations altogether on the same page. Pricing model available for ad delivery are cost-per-thousand-impressions (Cost Per Impression), cost-per-click (Pay Per Click), and cost-per-day (CPD). Built-in targeting is useful to set ads to run based on user’s geography, operating system, bandwidth, browser language or run during specific hours or days. The DFP Small Business lets publishers customize ad impressions by setting custom key-value. DFP Small Business also support automatic rich media macro detection so publishers have option for more interactive and lively ads that include flash, third-party tags and rich media, publisher can preview these creative with flash, rich media before setting live.

Inventory management offers flexible inventory setup and targeting for more sales to pitch. To match how you sell your site's ad inventory is defined at granular level. Re-tagging that was required in the older GAM model at the time of change of inventory-selling ways has been overcome with DFP Small Business simple ad tag generation method that lets copy paste of tags directly into HTML.

Revenue optimization optimizes your website inventory revenue by selecting highest paying ads from those available through Google AdSense, non-guaranteed advertisers, third-party ad networks. Advertisers can find and connect with you that will help promote your site through Google DoubleClick Ad planner integration. Also, Google Adwords advertisers can bid for space on your site. Google AdSense helps compete against non-guaranteed inventory and fill unsold inventory.

Inventory Forecasting helps in Ad inventory management by ensuring that ad inventory available is synchronized to sell with inventory forecasting. Granular forecast provides insight into how many ads are available for specific dates based targeting criteria and inventory status. Set priority for valuable ads on-time delivery as this impact other ads with availability reports.

Reporting flexibility let us optimize campaign delivery. Multiple reporting options helps to run reports based on inventory performance, overall sales and order delivery. Fast and flexible filters and drill-down reporting capabilities helps to customize reports. Reports can be scheduled to run automatically and can also be shared with advertisers and other stakeholders. DFP’s ad impression measurement is Media Rating Council (MRC) accredited that is fully compliant with Interactive Advertising Bureau standards.

Intuitive user interface has saved training time and minimized the trafficking steps. Search functionality, quick help and international language and currency support is also provided.

Publishers can enjoy significant cost saving as DFP Small Business is fully supported, hosted and maintained by Google. Ad delivery is free if you serve 90 million* monthly ad impressions for more than that you need to upgrade from free to DFP premium solutions.

DFP Small Business is hosted andle fast and reliable infrastructure that flexible web service API promotes third party platform innovation and DFP Small Business meets growing needs by providing DFP premium edition.


  1. ^ Schonfeld, Erick (22 February 2010). "DART Is Now DoubleClick For Publishers, Google Ad Manager Gets Rebranded DFP Small Business". TechCrunch. Retrieved 21 November 2012. 

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