DoubleClick For Publishers (DFP) is a Google platform for ad insertion management on websites, games and mobile apps. It is a system designed for the owners of media (blogs, websites, apps, games…) who wish to receive income by allowing the insertion of advertisements in them. One moment…
Doesn’t Google already have an ad insertion system? Yes, but Double Click for Publishers is a different system. It is not an alternative to Adsense, but complementary. Let’s see why. First of all, let’s talk about its origin. for more than 2,000 million euros (it cost more than buying YouTube), in an operation that aroused many misgivings because it eliminated a direct competitor of its Adwords system from the market.
DoubleClick for Publishers is the result of the integration of this platform in the Google universe. Since then, the platform has been developing and Today it is a powerful system that works as an “ad server” for media owners.
There are two versions, DoubleClick for Publishers (paid) and Double Click for Publishers Small Business (free), the latter designed for small businesses. The reason for the existence of DFP within Google services is to offer an alternative to those content publishers who wish to have more independence and greater control over the advertising that is inserted in their media than Adwords offers them. Therefore, this is a figure that contributes to the empowerment of business managers.
How DoubleClick for Publishers works
Double Click for Publishers works as a platform via the web. Content publishers have to register in the system and establish a inventory of spaces dedicated to advertising. They can be dedicated spaces for video ads, banners, and other formats, and they can be on multiple websites, mobile apps, games, or any combination of these. Therefore, it is the publisher who, in some way, marks the limits of what he wants to introduce.
Inventories are configured by ad units, which are a set of one or more ad slots in each block. That is, I can create an ad unit that contains advertising spaces from different websites that I own or manage. In each ad unit I can configure the format of the ads that are going to be inserted (banners, videos, etc) The connection between the DFP ad server and the websites or apps in which the ads are going to appear is made through fragments of code calls labelswhich are inserted into the code of the website where the ads will appear.
These code snippets are what “call” the DFP server to insert ads into them from the ad units we’ve put up for sale. In the end, DoubleClick for Publishers tries to put in contact and facilitate the business between a demander of publicity (advertiser) and a supplier of space (company, web page).
The operation is much more complex than that of Google Adsense, and it would take too long to explain here. In fact Google needs to explain how it works.
Who is DFP intended for?
DoubleClick for Publishers not intended for advertising newbies or low traffic websites or blogs. In those cases, Google AdSense is still the best option given its simplicity of use. The entire DFP system is designed to handle large amounts of advertising, which is when you can really take advantage of the tool. Not only can you customize what you want to see on your website, but also the amounts to manage.
That is, what Google considers “small business” It is not exactly what we are used to calling SMEs here. However, if your website, app, or combination of the two has a lot of traffic, DFP is a great option as it allows you to sell your ad space to anyone, not just Adwords. That is the big difference with Google Adsense. Thanks to this tool, the possibilities of doing business are multiplied. It should not be forgotten that the advertising cake on the Internet, unlike the big media (TV, radio, written press) is more diverse.
While in the latter all the advertising that is inserted in your spaces will be managed through Google Adwords, In DoubleClick for Publishers you can sell your advertising to whoever you want and charge directly for it. Adsense becomes one more client of the many advertisers you can have, and you can even configure the system so that Adsense is responsible for “filling” with its ads the spaces that you cannot sell by yourself. Google itself establishes a comparison between DFP and Adsense:
The important thing about this is that Adsense has to compete for advertising space with the offers of other advertisers, which means that the chances of maximizing advertising revenue on your pages are much greater.
But for this to work, your page has to be really attractive to advertisers, and you will achieve this mainly if you have a high-traffic website or app. DoubleClick for Publishers allows you to add your own advertisers with whom you close agreements to upload their adss (in this system they are called “creativities”) or use advertisers previously integrated into the Google AdExchange network, which will have their own creatives in this network.
Advertisers can be individual companies, media agencies or ad networks. For AdExchange advertisers, DFP may suggest advertisers that match your criteria for you to contact within the network itself.
Perhaps the most interesting thing about DFP is the power of its dashboard. It allows you to configure different roles for the different positions in the sales department of a company, and even require a specific role to authorize the publication of a campaign. In this way, you can have total control of the steps you are going to carry out with this work tool.
Everything in its design is very oriented towards communication companies that manage media with a large audience, in which the vendors manage the requests for advertising space but there is a higher position that must give the final authorization.
https://youtu.be/SWunmONx10o
Finally, DFP allows you to market ads on pay per click (CPC) or other payment methods. It provides complete tracking information on active campaigns and allows you to configure days, times of publication and places in which it is published, as well as moving advertising between spaces (for example, an advertiser may require a more prominent space for the launch of a campaign and then request that your ad take up less space to reduce cost).
It is, ultimately, a highly professional tool, very complete and with great versatility, but that is beyond the reach, due to its complexity, of an individual blog or a small media outlet.
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