DoubleClick for Publishers

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DoubleClick for Publishers
Google Ad Manager logo.png
Developer(s) Google
Initial release February 22, 2010; 8 years ago (2010-02-22)
Operating system Cross-platform (web-based application)
Type Online advertising

DoubleClick for Publishers (DFP), formerly called DART for Publishers,[1] is an advertisement software as a service application run by Google. It can be used as an ad server but it also provides a variety of features for managing the sales process of online ads using a publisher's dedicated sales team. Should a publisher not sell out all their available ad inventory, it can choose to run either other ad networks or AdSense ads as remnant inventory in DoubleClick for Publishers.

How it works[edit]

  • The webmaster inserts the Google Publisher Tag (GPT) JavaScript code into a webpage.
  • Each time this page is visited, the JavaScript code creates an IFrame, DFP decides which campaign wins and deliver the creative to the IFrame.

Types of ads available[edit]

DFP differentiates between two types of ads:

  • Priority (based on time/duration)
  • CPM (based on price)

For priority based campaigns the following priorities can be set:


The most common priority for ad campaigns. Should be used as default.


The reason to use premium ad campaigns would be to accelerate the speed of delivering a campaign. The premium ad will run roughly 10 times for every standard ad in rotation.


If any ad is marked as exclusive it will not display any other types of ads, it is possible to have more than one exclusive ad running at one time in which case they would rotate evenly with the other exclusive ads. Exclusive ads can only be sold on a Cost Per Day (CPD) basis. Default is for one week but you can set any time frame, (for example a month).

For CPM campaigns:


Any ads not sold by a publisher's sales team. If enabled (by clicking a checkbox) in Google Ad Manager (GAM) the publisher would be paid for running AdSense ads.


Ads run by the publisher to promote their own services such as to promote subscriptions to one of their magazines.

DoubleClick for Publishers[edit]

Google acquired DoubleClick in March 2008; in February 2010, Google launched DoubleClick for Publishers and DoubleClick for Publishers Small Business.[2] DoubleClick for Publishers has since replaced Ad Manager.

DFP supports the ads.txt standard for listing authorized sellers.


External links[edit]