It is helpful for those publishers that are using multiple ad networks besides AdSense and wants to manage ad placements through a common control panel. If you set an ad inventory using DFP, the advertisers can directly choose to display their ads on your spot no matter they are using adwords or other networks like chitika. You can also set up a minimum CPC price for the inventory. DFP then lets advertisers compete/bid for that ad space and then it will display the best paying ad. Suppose if chitika was paying a higher CPC for an Ad as compared to AdSense then your ad spot will display Ads from chitika network instead of AdSense and vice versa.
Benefits of DFP
There are three major benefits of using DoubleClick that are worth noticing:
Maximize your website revenue: Since advertisers bid for you ad spot therefore you get highest-paying ads available that increases your earning potential for the selected spot. This does not mean it will increase your AdSense or any other network earning significantly.
DoubleClick Ad Exchange is a real-time marketplace partnered with the Google Display Network for buying and selling advertising. It represents another market for advertisers to bid on display advertising across the Internet. When you have a campaign that targets the Display Network, you automatically have access to Ad Exchange publisher sites that comply with AdWords’ guidelines.
Doubleclick is a business owned by Google that makes it money from online advertisers and publishers. This is done by:
Ad-serving
Online publishers use Doubleclick to display adverts on their websites.
Ad delivery
Doubleclick will let advertisers control how often an ad is shown to a browser, how long it is shown for and how often it will appear.
Behavioural targeting
This comes in two categories:
Targeting for one website owner: An online publisher can set a Doubleclick cookie to tell them what sections of their sites you are browsing. Doubleclick will then judge the type of adverts you might like to see from what you’re browsing. For example, if you are on a news website and you visit the sports pages, then adverts for match tickets may be more relevant than makeup. This information belongs to the website owner only.
Targeting in advertising networks: Google runs a service called Adsense, in which lots of different publishers pool the information they get on browsers. This helps them build up a better idea of the type of adverts someone might want to see. This is a third-party advertising cookie.
What information is Doubleclick tracking?
In their privacy policy, Google explains how data is recorded from a generic Doubleclick cookie. It looks like this:
time: 06/Aug/2008 12:01:32
ad_placement_id: 105
ad_id: 1003
userid: 0000000000000001
client_ip: 123.45.67.89
referral_url: “http://youtube.com/categories”
This tells Doubleclick the time and date you saw an advert. It also shows:
userid: the unique ID number the cookie has given your browser
ad_id: the unique ID of the advert
ad_placement_id: the ID of where the advert was seen on the site
referral_url: what page you were on when you saw the advert
Because it records your IP address, Doubleclick can also make a good guess of your country and town/city, too.
Accelerate your digital ad operations.
DoubleClick for Publishers (DFP) is a comprehensive hosted ad serving platform that streamlines your ad management functions and allows you to generate even-greater advertising margins.
As the foundation for your digital advertising business, DFP will enable you to:
Differentiate your inventory with advanced targeting capabilities and the ability to traffic a variety of rich media campaigns with ease.
Save staff time and reduce costs with simple and efficient trafficking workflow and an intuitive interface.
Make better decisions with comprehensive forecasting and decision-support tools.
Improve campaign performance and client satisfaction with detailed and actionable reporting.
Get the most revenue from your indirectly sold and non-guaranteed inventory with seamless integration with the DoubleClick Ad Exchange.
Enjoy responsive, world-class service organization that boasts industry-leading reliability, support, and flexible APIs for seamless integration.
