How to Serve Pop-Under Image Ads via DFP: A Guide

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Last updated on July 20th, 2022 at 07:42 am

Pop-under Image ads are image ads that open in a separate browser window under the main active window of the user. Pop-under advertising can be extremely lucrative for publishers as it can be an additional source of revenue apart from the standard display advertising formats. Image ads historically have higher CPM than text ads. So, when images are incorporated into pop-under ads, they can work wonders in the right niche. However, a large section of the user base considers the pop-unders on the screen to be very annoying and silly. So, it is very important that publishers keep their niches in mind before going for pop-under ad networks. DoubleClick for Publishers (DFP) is the most popular ad-serving platform and is a widely customizable ad serving platform. DFP can make sure that pop-unders seem less annoying to users by limiting the number of times they appear under the active window using one of its many inbuilt features. Pop-under ads are good for affiliate marketing and also for spreading the word about one’s own app and product, as they are direct call-to-action ad formats that manage to provide optimal brand information while not alienating the user base.

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  • Benefits of Serving Pop-under Image Ads in DFP

    • Pop-under ads have a much better visibility rate as users encounter an entire browser window containing the advertisement, under the main active window.
    • Pop-unders provide an additional source of revenue to publishers, absolutely free of cost. Also, pop-unders have a much higher income potential than the usual display banners due to their call-to-action approach which ensures a higher number of clicks.

    In this tutorial, we are doing to discuss in detail how you can serve pop-under image ads in DFP. Let us begin with creating a pop-under image creative in DFP. 

    How to Create a Pop-Under Image Creative in DFP?

    Once you’re logged in to your DFP interface, click on the Delivery tab. On the left panel, click on “Creatives”. Over here you can see all the available creative formats.

    • All Creatives- Here you can see all the creatives which are created on your DFP account.
    • Creative Templates- These are a set of user defined and system defined creative templates.
    • Native Styles- It has pre-defined native styled templates like native app install, native content ad and custom formats.
    • Creative Sets- A creative set is a group of ads that includes a master creative and its companions. Even if there are no companions, the master ad is still called a “creative set” in DFP. Video line items are assigned to creative line items in DFP.
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    Under all creatives segment, click on “Add Creatives”. A pop-up box opens where you would want to add the name of the advertiser. If you’re using DFP for the first time, you would need to create an advertiser name from Orders section to proceed further from here. Here we have added the advertiser “Blognife”.

    Once done, click on the “Continue” button and you will be taken to the new creative page where you can choose the type of creative you would want to serve.

    Since, we are going to serve pop-under ads through DFP, we have to select the System Defined template style. There are a number of options to choose from, and we will be selecting “Pop-up or Pop-under with third party content.” and click on the Continue button.

    Now, the pop-under ad contained feed container will open and you need to provide the relevant details for the ad creative. Here are the necessary fields which you need to provide the details for

    Name- name of the ad creative

    Target Ad Unit Size- You need to define the ad unit size of the creative. Normally, for pop-under ads, the ad size is “out of page” type or 1×1.

    Image file- Upload the image file which you want to display as a pop-under.

    Click through URL- The third party URL which will be served as a pop-under. You can include any of the page URL of the website like Contact form if you’re related to client consulting or also can share the affiliate link URL of any product or service you wish to promote.

    Type- Whether the ad will be served as a pop-up or a pop-under. Here, we will be choosing the type as pop-under.

    Width- Define the width of the pop-under window

    Height- Define the height of the pop-under window

    Target Window- This would be essentially in a new window so, keep it as it is _blank

    Orientation- Choose from the landscape/portrait mode

    Once done, click on the save button to save the creative. Now that the creative is ready, we need it to create an ad unit and traffic it through a line item after that. 

    Also, you can preview the creative by clicking on the “New Window” button on the Preview section.

    How to Create an Ad unit to Serve a Pop-under Image Ad in DFP?

    Once our creative is ready, we need to create an ad unit to serve that creative. Click on the Inventory tab. Now, click on the New ad unit button on the top.

    Thus, the ad unit is created. Now, we need to traffic the ad unit by creating a new line item.

    Also Read:  How to Add Video Ad Creatives in Google Ad Manager

    How to Traffic a Pop-under Image Ad in DFP?

    In order to traffic the newly created ad unit adunit_blognife_popunderimage, we need to create a new order and a new line item for the same. Click on the Delivery tab in the top. Here, click on a New Order.

    You need to create a new order and update the name and the advertiser field. Under the line item section, name the line item in a way you can easily recall. Select the inventory as Standard and choose the size as “Out of page“. This ad size is applicable for any pop-up or pop-under ad network.

    The other fields are however optional. You need to add more fields in the Settings segment. Keep the type as Standard and the Delivery as Normal. Also, you need to define the start and end date, fill the impression volume and the rate. You can provide these data according to your choice as they are just redundant.

    The impression delivery type can be set to evenly and the rotate creatives can be optimized. It would ensure the ad creative which gets the maximum clicks to be displayed more number of times. Once done, now you need to choose the ad unit which you want the line item to traffick. Select the ad unit and click on include to allow the inventory to get selected and then click on the Save button.

    Also make sure, you override the default adsense inventory since AdSense wont be able to work with this type of ad formats.

    Once done, now you need to Approve the line item to active the process. Now, that the line item is approved, it should be ready for ad delivery.

    However, as you can see below, the current status of the line item is Inactive since we haven’t assigned the required creative to the line item.

    In order to associate the line item with the creative, click on the line item name. Since we have already created the ad creative, we will click on “use existing creatives” which will open a new pop-up window. 

    Click on the “Creatives” folder in the pop window. Here you can see the creative: Creative_Blognife_Popunder along with other creatives. Include this creative and click on the save button.

    Once done, you can click on the Creative tab to see that the creative is ready. Select the Creative and Click on Active button. This ensures your creatives are ready to roll out. 

    Now that you have activated the creative, you can go ahead and make the line item active as well. Once done, the Order is ready for ad serving. Now, we just need to generate the code for the required ad unit to go live.

    If you’re planning to test more than one creative which is necessary for A/B testing, make sure to add more creatives in this segment and active them. DFP will then split test among these creatives and will optimize the traffic to those creatives which are generating maximum number of click-throughs.

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    How to Generate the ad tag for Pop-under Image Ad in DFP?

    Now that we have trafficked the line item and the order is ready, we need to generate the ad tag for the same so that we can go live. Let’s see how we can do this.

     Under Inventory tab, click on Generate Tags button. Here you can select a number of ad units. Select the ad unit and click on include button. Now, click on Generate Tags

    Keep the default selected option since this is a Google Publisher Tag. Ensure “Enable single request” is turned on. Also, click on “Out of Page” check box and click on continue. Now, you would be getting two ad tags.

    The first one is the initialization tag (blue) and the second one is the adunit tag (brown). You may club the codes and place it in the header or the footer of your theme. Once the page loads, you can see the pop-under ad appear.

    <script async=’async’ src=’’></script>
    var googletag = googletag || {};
    googletag.cmd = googletag.cmd || [];

    googletag.cmd.push(function() {
    googletag.defineOutOfPageSlot(‘/6418929/adunit_blognife_popunderimage’, ‘div-gpt-ad-1505556340522-0’).addService(googletag.pubads());

    <!– /6418929/adunit_blognife_popunderimage –>
    <div id=’div-gpt-ad-1505556340522-0′>
    googletag.cmd.push(function() { googletag.display(‘div-gpt-ad-1505556340522-0’); });

     However, you should remember that the default feature of chrome blocks pop-unders so you need to enable pop-unders on your browser to view it.

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    Pop-unders can create a negative impression in the wrong niche. So while pop-under ad networks are growing at a great pace and have a bright future, it is up to publishers to figure out if pop-unders are suitable for the particular niche they operate in. DFP is a hugely customizable ad serving platform and thus the pop-under ads can be presented in a customized way when served in DFP. We hope this article has been helpful and will help you to serve pop-under ads in DFP.

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