Introduction to DFP
DoubleClick for Publishers(DFP) is a sophisticated advertising software owned by Google. This software can be run as an ad server that manages and optimizes the ad space of publishers to maximizes revenues. This third party ad serving platform is at the top of every ad server list in the world. Its biggest advantage is the fact that it can be easily consolidated with Google AdSense. Now, AdSense is hands down the most coveted ad network with a long list of publishers and advertisers backing that tag. DFP gives a 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 easy-to-use and clean interface, optimization tools and top-notch support team make it a great 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 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 Standard Line Items in DFP?
Every site has two types of ad inventory- guaranteed inventory and non-guaranteed or remnant inventory.
Guaranteed inventory is the part of ad inventory of publisher that is directly sold to the advertiser. With guaranteed inventory, a publisher is committed to delivering a specific volume of impressions, optimum positioning of ad within a fixed time period at a fixed price.
Standard is the default line item type for all new line items in DFP. These are guaranteed inventory, but are sold by a specific volume of impressions and not by percentage of the ad unit. Standard line items are mostly used for directly-sold ad campaigns. These types generally fill an ad unit for a specific time period. These line item types allow you to enter a specific quantity of impressions to be served over a specific time frame.
The standard priority type can be set to three options- high, normal and low. If a standard line item competes with another standard line item, then the line item at high will overrule the other one set at normal or low.
Standard- high -> Priority level: 6
Standard- normal -> Priority level: 8
Standard- low ->Priority level: 10
Benefit of Standard Line Item Type
Guaranteed inventory gets higher priority in ad space allocation in ad servers. Guaranteed inventory gives better controls (volume, budget, time frame, placement,..) for the advertiser. Thus standard line items are better placed and generate high revenues.
Guaranteed inventory is more expensive than the non-guaranteed variety. But the higher cost is worth it if the advantages provided by it are considered. Standard line items are the better placed than other paying remnant line item types and help in maximizing revenue. Thus advertisers, for whom budget is not a constraint, should use standard line items in marketing their brands.