What are Special Ad Units in DFP?

DoubleClick for Publishers (DFP) is the most popular ad serving platform out there owing to its countless features and the fast and secure functions. Many publishers find DFP to be a very feasible option due to its user-friendly and feature-rich interface. Website monetization is not a very easy task if a publisher is not equipped with an ad server. DFP turns out to be the answer for most publishers as it also provides the huge advantage maximizing AdSense revenue.

We, at Blognife, understand that new publisher can take some time to warm up to all the features of DFP. So we strive to make the process a bit easier by explaining some key components of the ad server. In this article, we’ll let you know about Special Ad Units in DFP.

What is an Ad Unit?

An ad unit is the most basic and the most important part of DFP for publishers. Ad units help publishers to organize their inventory efficiently in DFP. An ad unit is like a folder that organises the inventory in DFP and generates a certain code that is used to call for the advertisers’ ads. Ad units have parent-child relations. That is an ad unit can contain lower-level ad units within it, which are basically sub-folders for the subpages of the website. Since the pages and subpages are all parts of the same website with more or less similar content, they should all be a part of the same top-level ad unit. Ads targeting the top-level ad unit also target the lower level ad units.

What are Special Ad Units?

Now you know that ads serve to a lower-level ad unit within a top-level ad unit, if that top-level ad unit is targeted. Suppose you want to protect lower level ad units from serving ads that target the rest of the network and want only specific ads to serve that lower-level ad unit. In such cases, something called a Special Ad Unit is used.

A special ad unit only serves ads that are specifically targeted. For example, suppose you have a news website and you want some ads to target only the Sports page and not be displayed on the rest of the pages in the top-level or main ad unit.  This can be done by declaring the Sports page as a special ad unit. After this page is declared as a special ad unit, any ad that is displayed on the other pages in the ad unit hierarchy will avoid the special ad unit. So ads serve the top-level ad unit and the lower-level ad units within it till it reaches the special ad unit. The special ad unit and all the lower-level ad units below are excluded from the reach of those ads that serve the ad units above. The special ad unit serves only the ads that are set up to specifically target it.

The special ad unit feature of DFP is very useful when it comes to protecting a lower-level ad unit that is expensive, sensitive or strategic. Special ad units play important roles in executing exclusive ad campaigns and are thus an important feature of DFP. It will be useful for publishers to have a proper understanding of a special ad unit. We hope this article has been helpful to all publishers who are new to DFP and will help them make decisions concerning ad units.

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