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Post-Newsweek Training:
DFP
March 2010
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Training Agenda
What is DFP?
How does it work?
DFP Dashboard
Click Through Rates
Common Reports
Did you know?
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What is DFP?
Double-Click for Publishers (DFP) [formerly
DART] allows web publishers to centralize and
streamline their ad serving and ad management
activities.
Provides standardized reporting.
Publishers (IB) can set targeting data, serve and
report on their online ads using DFP.
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How DFP Works
IB places "tags" on a site indicating open positions for ads.
• These tags describe things like section, placement and type of ad.
When a user requests a page, the tag IB placed on the page sends a request to DFP
for an ad.
DFP chooses an ad based on the information IB's Ad Operations Team entered into
their system.
DFP counts an impression and sends a redirect back to the user's browser.
The browser follows the redirect to the appropriate content server to get the actual ad.
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How DFP Works
DFP determines what ads/campaigns to deliver based on several
factors:
• Sections
• Example: If a campaign is only scheduled to the homepage it will deliver to a
homepage visitor before a campaign that is scheduled ROS as it is its only
chance to deliver
• Run Dates
• DFP is designed to run campaigns as evenly as possible in an effort to “spread
out” delivery over the full run of the campaign.
– Example, if you have a client that has 30-day window to serve their goal,
DFP attempts to pace towards that goal across all 30-days.
• To ensure even delivery, DFP has a cap of 125% for over-delivery. During a
page view spike (which will speed up delivery), the system will determine the
client is pacing on schedule up to 125% of their impression goal, and DFP will
slow down the client’s delivery for that particular day.
• DFP will try to deliver all campaigns evenly but if one campaign has an end date
before another it will choose the one that it has less time to complete
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How DFP Works
DFP determines what ads/campaigns to deliver based on several
factors:
• Priority
• In an oversold situation DFP will continue to try and evenly distribute
impressions across all campaigns
• Example: two campaigns are running with the same sections, dates,
etc. They may both deliver 90% of their goals.
– If you were to raise the priority on one of these campaigns it would
deliver 100% while the other would fall to 80%
• Use of high priority should be used sparingly to ensure you are not
diluting the effect
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How DFP Works
DFP determines what ads/campaigns to deliver based on several
factors:
• Special Targeting Instructions
• Day of Week (example: 7-9 am Monday-Friday or 10-5 M, W, F, etc.)
• Frequency Cap ( how many times per day/week/month you would like the ad
to display per user)
• Geo (audience)-Targeting (Country, State, City, Area Code, Postal Code to
which you would like the ad to deliver)
• Roadblocking (IAB ads appearing on the page together)
• Take Over Targeting (ex: Client "takes over" all IAB ad units on the section
page for a specific amount of time)
• Weather Triggering (The weather conditions during which you would like the
ad to deliver)
The more parameters that are added to a campaign the more difficult
it becomes for DFP to meet its goals
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DFP Dashboard
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1.
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Line Item Name
Status (running = greenlight)
OSI – On Schedule Indicator
Impression goal
Impressions delivered to
date
6.
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10.
Number of Clicks
Click Rate
Start date of ad unit or campaign
End date of ad unit or campaign
Overall totals
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Click Through Rates
Online video ads experience click-through rates
ranging from 0.4% to 0.74%
Click-through rates for plain-image ads range
between 0.1% and 0.2%.
Overall click-through rate average for IAB and
video for IB stations YTD is 0.05%
http://online.wsj.com/article_email/SB118229331091041179-lMyQjAxMDE3ODIyMDIyOTAzWj.html
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Click Through Rates
As a rule of thumb: RM placements,
pushdowns, and all other "out of box"
placements are about double the IAB's.
Ads with message branding receive less clicks
than ads with a call to action.
A ‘fixed’ ad will garner high impressions but the
Click Through Rate will be low as a user will not
click on each time they receive it
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Click Through Rates
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Common Reports
Creative Display Report
• Showcases delivery data
and campaign creative
• Can be sent ‘as is’ for proof
of performance
• Only displays ads created
by IB
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Common Reports
6 Month Inventory Report
• Shows:
• Predicted
• Booked
• % Sold
• Uses the previous 12 week’s
average to forecast the next 6months.
• The impact of major holidays is
accounted for in the reports, as
these holidays tend to have lower
site traffic.
• Delivered to your mailbox each
Wednesday, you have access to
this data 24/7 via the Avails-onDemand tool in Webscan.
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Common Reports
Daily Ad Report
• Snapshot of every ad that ran on
the site the previous day
• Shows:
• Total Impressions Booked per ad
• Total Impressions Delivered per
ad
• Percentage Delivered
• Whether the Ad is on schedule or
behind
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Did you know?
You can easily set up weekly, monthly, etc. delivery
reports to be e-mailed to your team?
You can ‘force’ DFP to deliver an ad from a live
campaign to any section it’s currently scheduled so you
can show a client or take a screenshot?
You can pull detailed reports for particular ads such as:
• Delivery by Section
• Browser
• Hour of Day
• Detailed PDF Ad Report (includes every metric
available – 17 pages!)
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Questions?
Contact Angela
or your Campaign Specialist