A Beginner’s Guide to DFP DoubleClick for Publishers (DFP) is a must-have for every publisher that is aiming for money from his website. In this presentation you will find the basics terms and concepts to get you started.

1. DoubleClick for Publishers 101
by Andrei Ungureanu

2. 1
Ad Units and Placements
an Ad Unit is a container that will organize our inventory in DFP, and
also a space in our content where we intend to deliver ads
Ad Units have parent-child relationships. The ads targeting the top
level Ad Unit (the parent) are also targeting the lower - level Ad Units
(the children), up to 5 levels.
Placement
Placement is a way of grouping the Ad Units so they can be targeted in
order to display the same ads
We have a travel website that has a page for the following countries:
Australia, USA, France, Romania, Spain, Italy
The countries colored in green can be grouped in a placement called “Europe”.
Example

3. 2
About key-value targeting
Key-value tags are specific targeting items in the ad tag and line
item/creative
With key-value targeting we can define our own targeting criteria
(such as age, gender, or content)
We can either pre-define a key and its values (ex. age: 18-30) or set up
a free-form key-value (ex. occupation)
female male
age:
18-30
occupation:
student
has kids:
no

4. 3
Orders and Line Items
an Order is a representation in DFP of an agreement with an
advertiser. It is like a unique folder for an advertiser and campaign.
A line item contains all of the specifics of the order; such as where the
ads will display, how long they will run, creatives and more.
Example
Advertiser : Himalaya Shop
Order : Winter Campaign
Line Item: Leaderboard 720x90px
Creatives:Line item types:
 Sponsorship (they use CPD, CPM or CPC model)
 Standard (absolute numbers of impressions sold with defined start
and end dates)
 Network
 Bulk
 Price priority
 Ad Sense/ Ad Exchange
 House

5. 4
Types of creatives
A creative is the actual ad that the user see on a page or in an app (image, video or other content)
IMAGE FLASH TEXT & IMAGE
THIRD PARTY DoubleClick
TAG
SDK
MEDIATION

6. 5
Forecasting
Forecasting is the process of checking out our inventory in order to:
sell as many impressions as possible
ensure that we are not selling more impressions then we can deliver
22.758.333 likely to
deliver
56.808 remaining
unreserved impressions
0 unlikely to deliver
We can export the forecast or save the results to an order (new or
existing)

7. 6
Most important metrics in reporting
Total requests
total number of
requests received by
DFP
Ad server
impressions
Total impressions
served by DFP
Ad server
average eCPM
average effective
cost-per-thousand-
impressions earned
from the ads
delivered
Unviewed
impressions
(dropoffs)
Ad server clicks
Total clicks served by
DFP
Ad server CPM
and CPC
revenue
revenue earned for
the ads delivered by
DFP
Ad server CTR
percentage of
impressions served
by the ad server that
resulted in users
clicking on an ad

8. 7
Native ads
FORM
native ads look and feel like natural content
FUNCTION
native ads behave just like the natural content
A native ad is paid media that follows the natural form and function of the user experience in which it is placed.

9. Thank you!
Find me on Twitter @MustBeAndrei