Dynamic Allocation in DFP: A Step-by-Step Guide

DoubleClick For Publishers / Google Ad Manager Ad Optimization

Previously, we discussed that Dynamic Allocation in DFP is the key to make you rich. This DFP feature enables Ad Exchange and/or Adsense to compete with other ad networks in real-time. However, not a lot of publishers understand what Dynamic Allocation is and the process to set it up.

In this tutorial, we’re giving you a blow by blow account of this process using Doubleclick Ad Exchange and DFP:

Unsold or non-guaranteed inventory on your site is maximized using dynamic allocation. It is set up so that DFP can make Adsense and/or Ad Exchange to directly compete with other line items. It involves a real-time auction where a bid of an equal or higher value of Adsense and Ad Exchange overtakes a lower DFP remnant line item.

Dynamic Allocation in DFP

Dynamic Allocation involves these elements:

  • Price Priority Line Item Type – specifically, dynamic allocation occurs at the priority levels 12 to 16 in DFP.
  • Adsense integrated to DFP
  • Ad Exchange integrated to DFP

Essentially, AdX to DFP = Enabling dynamic allocation.

Here are the steps:

1. Link Adsense or Ad Exchange to DFP through the Admin Tab.

Scroll through the bottom of your DFP Admin account settings and link your Adsense and Ad Exchange account from the 3rd Party Services portion.

Link Adsense or Ad Exchange to DFP


Link Adsense or Ad Exchange to DFP

2. Complete the linking at Ad Exchange Account Settings portion under 3rd party access.

Complete the linking process

3. Get a hold of your ad strategy

Create your campaigns, orders, and line items.

Get a hold of your ad strategy

4. Set-up Price Priority Line Items

Begin working on your price priority line items that are included in your strategy. This is where you put in ad sizes, impressions, and targeting (ex. Female users in the US only, etc.)

Set-up Price Priority Line Items

5. Real-time auction begins

Let Google do the rest of the magic through its real-time auction. The line item inventory you create in step 3 will automatically compete with Adsense and/or Ad Exchange accounts linked to your DFP.

6. Evaluate and Optimize regularly

Adjust your parameters over time based on your metrics. In keeping with dynamic practice, study reports of your inventory’s performance and make changes as you see fit.

If you are wondering how to use dynamic allocation for Adsense, you can hear it straight from Google’s representative here and here.


Could Dynamic Allocation be the key to higher revenues for you in 2019? Set up your FREE consultation with one of ad optimization experts to find out!

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