Introduction to DFP
DoubleClick for Publishers(DFP) is an advanced advertising software owned by Google. This software can be run as an ad server that not only manages but also optimizes the ad space of publishers and thus maximizes revenues. This third party ad serving platform is among the best ad servers in the world and its biggest advantage is the fact that it can be easily integrated with Google AdSense and Ad Exchange. Now, AdSense is hands down the most in-demand ad network with a long list of quality advertisers and premium publishers. DFP gives an efficient way to publishers to increase AdSense revenue. The ad server is free to use for publishers who serve less than 90 million monthly impressions. Its clutter-free interface and revolutionary optimization tools make it a highly coveted ad server.
DFP Line Items
In DFP, a publisher has to add the names of the advertisers from which it is running one or more ads. For each of these advertisers, the publisher has to create an order which is basically a folder containing the line items. A line item defines an advertiser’s agreement with the publisher to buy the specific number of impressions ( for CPM), clicks ( for CPC) or time ( for CPD) during a certain time at a certain price. Each line item also includes details with respect to the positioning of the advertiser’s ad and, optionally, the time of the week at which it will get showcased and also to whom it will be displayed.
Each line item in DFP has a type. Now each type has a default priority value. Thus all line items have priority values of their own. Line item types and priority values decide how the line items will be organised for ad selection. The type and priority of a line item define how DFP will organize the competition between all the other line items for each ad impression.
For example, if a line item of priority 4 competes with a line item of priority 12 for an ad impression, DFP prioritizes the line item of priority 4 over the one of priority 12. So the rule is that lower the number, higher the priority.
There are 7 different line item types in DFP – Sponsorship, Standard, Network, Bulk, Price Priority, AdExchange/AdSense and House. Here, we are going to discuss Network line items.
What are Network Line Items?
Every site has two types of ad inventory- guaranteed inventory and non-guaranteed(remnant) inventory.
Network line items are non-guaranteed or remnant inventory. Non-guaranteed inventory is remnant ad inventory that is sold to advertisers or ad network without a time cap. Non-guaranteed inventory gets low priority in ad space allocation in ad servers and has low CPM rates.
These line item types fill a percentage of the remaining ad impressions after the guaranteed line items(sponsorship and standard) fulfilled their delivery goals. These can also work simultaneously with the guaranteed ones. Network line item type has a priority level of 12. Network line items are eligible to compete directly with AdSense and AdExchange. These line items do not have specific start and end dates and are best suited for ad networks that do not have an impression goal.
Benefits of Network Line Items
The Network line item is meant to traffick an ad network. As there is no time boundedness in the delivery period, monetization becomes easier. Also, being non-guaranteed inventory, network line items are much less expensive and make the process of monetization cost-effective. The line item type is useful for running a network with a limited budget or for a limited period of time.
Each line item type is suitable for a specific kind of network. Even though the network line items get low priority in ad space allocation, they are less expensive and are very well suited for running a network at low budget or for a limited period of time.