If you run just one ad size in any given ad unit, you might be missing out on some of the more profitable ads. For example, if you only show 300×250 and 300×600 ads in one unit, you might be missing out on some lucrative 300×250 ads buyers wish to display. The opposite holds true if you’re only running 300×250 ads in prime real estate.
By displaying both 300×600 and 300×250 ones in one unit, you’ll be able to dramatically increase the ads that will run in one spot. There’s a catch, though: right now, this method only works Doubleclick for Publisher’s ads. Even with this limitation, though, this is a prime example of how you can increase your ad monetization with just a little craftiness and creativity.
This trick will work with any ad sizes that share one dimension (e.g., 300×250 and 250×250, 120×90 and 120×60, or 120×600 and 120×240).
Here’s how to run two different ad sizes in one unit:
- In DFP, define an ad unit for 300×250. Generate the tags and put the code onto your site just as you would do if you were only going to run 300×250 ads. Before putting the code into your site, however, remove the hard-coded ad size information so the tag does not specify a height or a width.
- Create an order for a 300×600 ad. Set the inventory size to 300×250.
- Target this ad to the 300×250 ad unit.
- Upload a 300×600 creative to the order from step 2 and check the box that says, “Allow creative size to differ from ad unit size”.
Once you’ve set up this ad unit, your ad will flip between 300×600 and 300×250 ads based on DFP’s own internal algorithms. This trick will help ensure that you are running the most ideal mix of ad sizes on your site.
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