The table below summarizes differences between DART Adapt and DFP Optimization.
| Feature | Adapt in Legacy DFP | Optimization in DoubleClick for Publishers |
|---|---|---|
| Enabling Optimization | At the ad level | At the network level |
| Segmentation | Static | Dynamic, leveraging Google's predictive modeling technology |
| Segmentation update frequency | Every few years, depending on performance | Every 12 hours |
| Key-values | No | Yes |
| AdSense contextual data | No | Yes |
| Control group | Configurable. Initially 20% | Configurable. Initially 20% |
| Split in control group | Dependent on ads OSI | Consistently around 20% |
| Learn from previous campaigns | No | Yes |
| Smooth delivery | No | Yes |
| Main reporting | Run by account managers and sent to publishers in Excel format. | Built into Reporting tab |
| Lift displayed for | All optimized ads | Only ads with significant data |
| Average lift | Between 30% and 40% | Between 70% and 80% |
| Works for mobile | No | Yes |
| Works for video | No | Yes |