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DoubleClick for Publishers

doubleclick for publishers, doubleclick for publishers dashboard
DoubleClick for Publishers DFP, formerly called Google Dart, is an advertisement software as a service application run by Google It can be used as an ad server but it also provides a variety of features for managing the sales process of online ads using a publisher's dedicated sales team Should a publisher not sell out all their available ad inventory, it can choose to run either other ad networks or AdSense ads as remnant inventory in DoubleClick for Publishers


  • 1 How it works
  • 2 Types of ads available
  • 3 DoubleClick for Publishers
  • 4 References
  • 5 External links

How it works

  • The webmaster inserts the Google Publisher Tag GPT JavaScript code into a webpage
  • Each time this page is visited, the JavaScript code creates an IFrame, DFP decides which campaign wins and deliver the creative to the IFrame

Types of ads available

DFP differentiates between two types of ads:

  • Priority based on time/duration
  • CPM based on price

For priority based campaigns the following priorities can be set:


The most common priority for ad campaigns Should be used as default


The reason to use premium ad campaigns would be to accelerate the speed of delivering a campaign The premium ad will run roughly 10 times for every standard ad in rotation


If any ad is marked as exclusive it will not display any other types of ads It is possible to have more than one exclusive ad running at one time in which case they would rotate evenly with the other exclusive ads Exclusive ads can only be sold on a Cost Per Day CPD basis Default is for one week but you can set any time frame, for example a month

For CPM campaigns:


Any ads not sold by a publisher's sales team If enabled by clicking a checkbox in Google Ad Manager GAM the publisher would be paid for running AdSense ads


Ads run by the publisher to promote their own services such as to promote subscriptions to one of their magazines

DoubleClick for Publishers

Google acquired DoubleClick in March 2008 and later in February 2010 Google launched DoubleClick for Publishers and DoubleClick for Publishers Small Business DoubleClick for Publishers has since replaced Ad Manager


  1. ^ Schonfeld, Erick 22 February 2010 "DART Is Now DoubleClick For Publishers, Google Ad Manager Gets Rebranded DFP Small Business" TechCrunch Retrieved 21 November 2012 

External links

  • DFP Small Business By Google
  • First mention of GAM in a Google Blog

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DoubleClick for Publishers Information about

DoubleClick for Publishers

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