Ad servers play a significant role in earning from display ads. It is the backbone of the ad serving process which includes performance reporting.
As a publisher, you need an ad server that provides maximum control and flexibility (both direct and remnant inventory), is easy to use, carries no delays in ad delivery, and results in minimal ‘hiccups’ which could hinder monetization.
You’ve probably heard of the many ad servers available on the market and all the free or paid solutions. Among those options, we’re going to focus on the main product which we can attest to be the most advantageous of them all, the Google ad server (DFP).
Let’s take a closer look at what is a DFP ad server and why it plays a crucial role in ad operations at MonetizeMore and for thousands of publishers.
1) Easy integration with Google AdSense and Doubleclick Ad Exchange
The DFP server communicates clearly with Google’s ad networks as expected since they belong to one big family. It tracks every single impression served almost 100% accurately (no server is perfect).
Doubleclick For Publishers also offers the option to maximize revenues from both AdSense and Ad Exchange. You can even create link units on AdSense and serve them via DFP.
2) DFP focuses on showing the ad that would make you the most revenue at any given time.
You have myriads of options when creating line item types. DFP allows you to serve ads in a dynamic allocation + price priority combination. This way, ad networks are required to run the best paying ad they got in their network of advertisers.
In Doubleclick For Publishers, you also have the option to run a ‘House’ line item which would catch all the remaining unbought impressions, so no escaping the holes, every impression counts.
3) Malware detection capabilities
DFP alerts you when they have detected suspicious malware-related content which may include viruses, trojans, suspicious URLs, and fake .gif or .swf (Flash) files found to contain malicious code in the ad creatives. DFP disables the creative/ad code until the malware issue is cleared and the advertisement can be demonstrated to be clean.
The system re-scans the advertisement periodically. As soon they find that the issue is resolved, they send another notification alerting you that the creative may be re-enabled.
4) Adjust delivery thus preventing ad blindness
The more page views, the more users become familiar with the ads that show up. It is imperative that you control the frequency at which a unique ad can show per user, so you increase the chance of getting clicks.
DFP gives you this ability to place a frequency cap and impression cap. You can also rotate creatives and adjust delivery at a specific time and day.
With this feature in DFP, you become more in control of your inventory.
5) Create the ad unit once, use it forever
This feature saves you a considerable amount of time and money. You only generate the codes and implement them to your site once and never again. All you do next is target them via DFP line items. You can add as many ad networks as needed without worrying about additional work on the programming side.
6) It’s free!
The best part of it: DFP costs you nothing.
7) The existence of DFP experts
There’s more to DFP which may not have been discussed anywhere yet. The good thing about it, there are DFP experts who are there to lend you a hand. They are extensively trained and been using DFP for years.
If you are not 100% well versed in DFP ad inventory management, it is highly recommended that you reach out to an agency that can do it for you and work hand in hand in maximizing your sites’ revenue potential.
The DFP ad server is awesome and usually a good fit for almost all types of sites. If you are interested in putting your ad inventory efficiently managed via DFP, contact us for a free consultation today!