Everything about DoubleClick for Publishers (DFP)
You’re undoubtedly already aware of Google AdSense as an easy way to monetize your website if you’re a blogger or online publisher. However, if your traffic increases, you might find the functionalities of AdSense to be constrained. That’s where Google Ad Manager (GAM), formerly known as DoubleClick for Publishers (DFP), comes into play. We’ll discuss what DFP/GAM implies for publishers in this article and why it’s an effective tool for ad monetization.
What is the Meaning of DoubleClick for Publishers (DFP)?
DFP, now known as Google Ad Manager (GAM), is a solution made for publishers to efficiently manage their ad inventory. Compared to AdSense, it offers greater control over your ad inventory and a user-friendly interface for ad administration. DFP/GAM essentially streamlines the process of ad monetization for publishers.
How Does DoubleClick DFP Work?
As a mediator between your ad inventory and advertisers/ad networks wishing to acquire ad space, DFP serves as a hosted ad server. Ad trafficking, inventory management, revenue optimization, and comprehensive reporting are among their features. Publishers have two options for ad delivery: they can use third-party networks like AdSense or sell advertising directly.
Why is it Better than Other Ad Servers?
The dynamic allocation design of GAM, especially for Google Ad Exchange (AdX), is a notable feature. To maximize revenue, dynamic allocation automatically chooses the highest-paying ad (from AdX or a third party). DFP stands out from other ad servers because of this, guaranteeing publishers receive the most benefit from their advertising.
What are the Features of DoubleClick DFP for Publishers?
DFP is an advanced tool suited for high-traffic websites. It offers complex auction options like header bidding and allows direct sales to advertisers. However, mastering DFP takes time, so Google provides training to unlock its full potential. If you prefer assistance, Google Certified Publishing Partners can help manage your DFP account.
How to Get Started on GAM (previously DFP)?
To begin using GAM, follow these steps:
1. Sign up and create an account on Google Ad Manager.
2. Customize currency and time zone settings.
3. Create your ad inventory structure and tag your pages with Google Publisher Tags.
4. Request Google IMA SDK for video ads or Google Mobile Ads SDK for app ads.
5. Start monetizing your website!
How is DFP Different from AdSense and AdX?
AdSense serves contextual ads within the Google Display Network (GDN), while AdX is an ad exchange for direct inventory sales. By using Google Ad Manager (DFP), you can access AdX on the same platform. DFP also enables complex deals like programmatic direct and programmatic guaranteed, which AdSense doesn’t offer.
Can I Use Other Ad Networks in Parallel with DFP?
Yes, DFP allows you to use multiple ad networks alongside it. This flexibility is beneficial for publishers who want to experiment with ad layouts to boost revenue. If DFP doesn’t meet your needs, you can easily switch back to your previous network.
Frequently Asked Questions
Q1. What does DFP stand for?
A: DFP stands for DoubleClick for Publishers, now known as Google Ad Manager, encompassing both DFP and DoubleClick Ad Exchange.
Q2. Do I need an AdSense account to use DFP?
Yes, linking an AdSense account is mandatory when joining **DoubleClick for Publishers**. You can use DFP to serve AdSense ads and more.
Q3. Can I serve AdSense ads through DFP?
Absolutely! Google Ad Manager (DFP) allows you to add AdSense and AdX to various line items, enabling them to compete for higher bids. DFP will also use AdSense to fill unsold ad inventory automatically.