Google Publisher Tags: Configuration and Implementation

The Google Publisher Tag (GPT) is a new ad tag in DoubleClick for Publishers that offers various benefits and features. If you haven’t tried using it yet, you’re probably missing out. If Ad Exchange is the premium version of AdSense, GPT is the rich uncle of Google Ad Manager.

GPT serves as a way for ad optimizers to render more customized ads on web page/s or mobile apps. GPT is able to build and process ad requests in a more granular nature. For instance, it allows you to manipulate ad unit code, ad size, and custom targeting which can be especially helpful for reporting purposes.
You can even define shared settings for a group of ads on a page. GPT also allows for more control in the method and timing of ad requests – i.e. asynchronous ad rendering.

pgu cta

Related Read: How to Implement Custom Targeting Within DFP

Before we get started with GPT, let’s review how to generate DFP tags

  • Go to the Inventory tab
  • Click ‘Generate Tags’ on the left panel
  • Select the ad units you wish to generate tags for by clicking on ‘Include’
  • Click ‘Generate Tags’

dfp inventory screenshot

It is recommended that you generate your tags based on how you segment your site. You can generate one segment at a time.

Now let’s look at configuring DFP tag settings

1. Tag type: Google Publisher Tag

GPT works as the connection between the ad server and the user’s browser. It carries the various settings defined in DFP – and then selects the best matching ads to appear on a page on a user’s browser. GPT Benefits & Features:

  • Faster loading time of web pages
  • Google publisher console
  • Single request mode
  • Automated setup for interstitials
  • Passbacks
  • May serve multiple instances of the same ad units on a page
  • SSL support
  • Slot-level custom targeting
  • Asynchronous tags
  • Non-Javascript rendering (for email ads)

2. Enable Single Request: Untick (Disabled)

If you enable a single request, DFP will count the impressions from head to code. For instance, a particular ad runs ad slot fills with an impression only some of the time but is present in the head code all the time. EVERY TIME the webpage loads, an impression is counted by DFP. Single Request is a straight road to inaccurate reporting.

We recommend disabling it at all costs.

3. Enable Sync Request: Uncheck and re-check (Enabled)

It has a tick by default but the tag is Asynchronous which is why a refresh is necessary. Asynchronous tags render ads in iFrames. Despite the promises of best page load experience when using Async tags, there have been horror stories about flexible sizing, discrepancies, impressions, etc. It also requires adding ‘Frame Buster’ from the 3rd party ad network to expand the ads outside iFrames. Conversely, sync tags do not require an extraneous ‘Frame Buster’.

We recommend using Sync tags.

A sample of an Async Header Tag:

generate tags

A sample of a Sync Header Tag (recommended):

header tag sample


If you want to utilize the full potential of the Google Publisher Tag and DFP (now Google Ad Manager), turn to the ad optimization experts at MonetizeMore. We’re a Google Certified Publisher Partner ready to help you take your ad revenue to new heights! Sign up today.

Related Reads:

Kean Graham

CEO and Founder at MonetizeMore

Kean has been a pioneer in the AdTech world since 2010 who believes in the supremacy of direct publisher deals, programmatic advertising, and building ad technology as keys to scaling ad revenue. Here, he provides publisher resources and guides covering areas like website monetization, AdSense optimization, Google Ad Manager, Ad Exchanges, and much more.

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