Introduction to DFP
DoubleClick for Publishers(DFP) is an advertising software. The Google-owned software is also run as an ad server that manages and optimizes the ad space of publishers and thus maximizes revenues. This third party ad server 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. AdSense is the most popular ad network with quality advertisers and premium publishers on board. DFP provides a way to publishers to increase AdSense revenue. Its interface is free of litter, optimization tools are robust and the support team is definitive and sound. All these factors make DFP a highly sought-after ad server.
DFP Line Items
In DFP, a publisher has to add the names of the advertisers from which it is running multiple ads. For each of these advertisers, it has to create an order which is basically a folder containing 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 regulate the how the line items will be organised for ad selection. The type and priority of a line item determine how DFP will organise 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.
What are Price Priority Line Items?
All publisher sites have two types of ad inventory- guaranteed and non-guaranteed or remnant.
Non-guaranteed inventory is the part of the ad inventory that is sold to advertisers or ad networks without a time cap, after the guaranteed inventory has been directly sold to advertisers. Ad networks often buy remnant inventory in bulk and then sell them to advertisers on a CPM or CPC basis.
This Price Priority line item type has a priority level of 12 and competes with other line items on the same priority level with respect to price. The highest-paying line item wins the impression. These line item types are used to fill a site’s unsold ad inventory using the highest-paying line item. This is a non-guaranteed or remnant line item type that can generate the highest revenue for unsold inventory. Price Priority line items can have an optional daily or lifetime delivery cap; for example, 500 impressions per day for a year or 5000 impressions over a 6-month period. These can deliver unlimited impressions if an unlimited end date is set.
Benefit of Price Priority Line Items
Being non-guaranteed inventory, price priority line items are much less expensive than guaranteed inventory and thus make the process of monetization quite a bit cost-efficient. Also, price priority line items generate the highest revenue for unsold ad inventory.
Publisher websites always have some remnant ad inventory. Price priority line items are the best bets for generating high revenue for unsold inventory. These line item types are much less expensive than guaranteed inventory and can make the entire process of website monetization very profitable with good sales margins. So, when it comes to unsold ad inventory, price priority line items is the best option.