Good news for DFP-users! Mobile and video formats are now supported in DoubleClick for Publishers’ ad inventory management. Mobile and video inventories can now be specifically identified in the inventory, allowing you to drill down when, specifically, you will run certain ads.
For example, you can run mobile-only ads on your mobile website viewers, while you can run lucrative video-only ads on first-time visitors, allowing you to earn the highest CPMs possible for each ad type.
With the new setup, video-specific menu options will be displayed differently from the targeting inventory selector. Options to select different sizes, types, and positions are available only when video capabilities are enabled.
To change the options for a video line-item, go to the respective product section in the sidebar and make your choices from Display, Applications, Video or AdX for Games, depending on which type of media you’re associating with the inventory item.
Include or exclude inventory
Sometimes, you may want to include or exclude specific inventory from your targeting, depending on what the video is and what the ad units on your website are. For example, you may not want to run an ad for an R-rated movie on a children’s’ website.
To include mobile or video inventory to a specific ad unit, add selections to the “Selected targeting criteria” by clicking “Include”, which will then be highlighted in light green. This will ensure that the inventory will be included in that ad unit and will be run when appropriate.
To eliminate an inventory item from targeting (as in our R-rated movie example above), click “Exclude”. When you do so, it will then appear highlighted in light red prefaced with “Not”.
Who can buy mobile and video inventory?
Per-buyer and per-advertiser rules allow further rule evaluation. To indicate this, there is a set of light grey arrows pointing down that indicates that the succeeding rule is also to also be considered.
This is a way to determine who can buy mobile or video inventories on your ad units. DoubleClick for Publishers allows for extremely specific targeting. Take advantage of this feature; it will allow you to make sure that your ads are running on the most profitable types of customers.
For example, you can exclude video ads from visitors who have visited your site before. This will ensure that these highly lucrative video inventories will not be wasted on repeat visitors to your site. A rule setting of “Everyone” will block further evaluation for a given impression; a light grey border indicates that no rules below it will be applicable. “Everyone” rules may include per-buyer/advertiser pricing as well.
You can play around with mobile and video inventories to make sure you’re getting the most bang for your buck. Maybe video ads pay the best, but only the first few times a visitor views your site.
Maybe mobile ads pay the best, but only for users who are using iOS. It’s a constant game of experimentation. Contact us today to learn more about how we can increase your ad revenue by 25-50%. We’ll use these tips and more to ensure that you’re making as much money as possible from the ads on your website.