Terminology differences with DART

If you've recently upgraded from DART for Publishers, you'll find that some of the terminology is different in DoubleClick for Publishers. Use this guide to get a better understanding of DoubleClick for Publishers terms and how they relate to DART for Publishers.

Term in DART for Publishers Term in DoubleClick for Publishers

Any content in a website that acts as a commercial device to carry a message or attract a user. This content typically takes the form of an image or text, but can also use multimedia effects.

Line item

An advertiser's commitment to purchase a specific number of ad impressions (CPM), user clicks (CPC), or time (CPD), on certain dates at a specified price. A line item:

  • Specifies where an advertiser's ads will appear.
  • May specify an ad's target audience.
  • May specify when an ad may be shown.
  • Is associated with one or more ad creatives.
  • May be able to display creatives of multiple sizes.

(Learn how to create a line item)


An advertiser is the company or organization that buys ad space and supplies the creatives for ads in a website.

An agency is a company that manages advertising for other companies. Agencies can represent one or more advertisers in DART for Publishers.


A company is an advertiser, agency, or organization that buys ad space and supplies the creatives for ads in a website.

(Learn how to add a company to your network)

Availability forecast

The DART forecasting tool that is used to predict the availability of inventory. Availability Forecast is used in two ways:

  1. During the sales process, to estimate how much inventory is available for sale
  2. When an ad is booked

If there is not enough inventory predicted to meet the requirements of the ad, the Availability Forecast report is automatically displayed to inform the trafficker of the problem.

Check inventory

Forecasts will help you confirm whether ad impressions are available before you book inventory in a line item. If the forecast confirms that ad inventory is available, you can move the forecast data into a line item in a new order or an existing order. With forecasts, you can optimize your ad inventory and prevent overbooking or underselling.

For more information on differences between forecasting in DART for Publishers and DoubleClick for Publishers, see Check available inventory.

Change log

A list of all of the changes that have been made to an ad or order since it was created. The change log also shows the user who made the changes.

Change history

A list of all of the changes that have been made to an order's name, placement, cost or other settings. You can review changes to an order's name, placement, cost, or other settings at any time by viewing the change history.

Creative library

The Creative Library centrally stores and traffics an advertiser's creatives in a DART for Publishers network. Within a network, each advertiser has a unique library into which creatives can be uploaded, stored, and assigned to ads. A trafficker can also bulk import creatives into DART through zip files.

There's no official creative library in DFP. You can assign existing creatives within your network to other line items. For instance, when you go into the line item, click Add creatives, and select the Use an existing creative option. This search automatically filters for the creative sizes selected for the line item.

(Learn how to add an existing creative to a line item)

Content category

A collection of DART sites or zones that are grouped according to a common theme or focus (for example, business or sports). Content categories can be targeted. Content category targeting provides a more horizontal means of targeting, as opposed to the vertical, hierarchical structure of DART site or zone targeting.


Similar to content categories, in DoubleClick for Publishers you can create placements to group a collection of inventory (ad slots) that an advertiser might want to target. Unlike content categories, you can report on placements.

Say, for example, you operate a news site. You might create one placement that includes ad slots for all skyscraper ads on your site. You might create another placement that includes all ad slots on pages containing content about sports. Both of these placements could include the ad slot for the skyscraper ad slot on sports pages. Other placements might include combinations of ad slots appearing in the world news, travel, and weather sections of your site.

Sponsorship/exclusive ad

An ad that is targeted exclusively to a keyword or zone, so that no other ad can be served in its place.

Sponsorship ad

The delivery type for the highest-priority line items in DoubleClick for Publishers, most commonly used for time-based campaigns such as a sponsorship or fixed placement. To make a sponsorship exclusive, you must set the weight at 100%.

(Learn more about sponsorship line items)

Internal redirect (sometimes called an "inred")

A command, contained in an ad, that tells an ad server to retrieve a different ad from the pool of inventory that belongs to either a DART for Advertisers network or a different DART for Publishers ad network.

Similar to third-party creatives, they are used to retrieve a creative asset. However, internal redirect tags aren't sent to the user's browser; instead, they are processed internally within the DoubleClick system.

DoubleClick tag (sometimes called an "internal redirect")

Is functionally identical to an inred in DART. It can be hosted by either DoubleClick Campaign Manager (DCM) or DART for Publishers.

(Learn how to Traffic DoubleClick tag creatives)


Target an ad to key-values by entering them directly into the Keyword/Key-value panel in the Content tab.

Key-values and audience segments

In new DFP, target an ad to key-values and audience segments. Learn about defining key-values and audience segments.

Master ad

The primary ad in a roadblock campaign. When a master ad serves as part of a roadblock, DART also serves a companion ad on the same web page. The master ad is always served first. Each master ad in your order can be associated with up to six companion ads, all of which inherit the master ad's targeting and delivery settings.

DoubleClick for Publishers doesn't have master or companion ads. Instead, roadblocks are set up in a single ad/line item that contains all of the creatives for the roadblock. Roadblocks are set up in a line item's settings in the "Deliver creatives" drop-down list.

(Learn how to roadblock creatives)

Network promotional ad

An ad that promotes the ad network. Network promotional ads do not generate revenue.

House ad

The lowest delivery priority of the DFP delivery types typically used for ads that promote products and services chosen by you.

(Learn more about house line items)

On-schedule indicator (OSI)

A factor, calculated by DART for all DART for Publishers ads, that indicates whether an ad is ahead of or behind schedule by comparing the average number of ads delivered each day with the optimal daily delivery.

Progress bar

100% = on schedule, <100% = underdelivering, >100% = overdelivering

(Learn more about the progress bar)


Contains two or more linked ads that serve together on the same page. Each roadblock must contain one master ad and can contain up to six companion ads.


Serves creatives from a line item (ad in DFP) together on the same page. Roadblocks in the new DFP are set up in a single line item that contains all of the creatives for the roadblock. Roadblocks are set up in a line item's settings in the 'Deliver Creatives' drop-down list.

Learn more about roadblocking creatives

Sequential rotation

In DART for Publishers, a rotation type that serves all of the creatives within an ad in the order of the assignments. The number at the far left of each assignment determines this order.

Sequential rotation

In DoubleClick for Publishers, you can create a sequential rotation by selecting Sequential in the "Rotate creatives" list on the line item's "Settings" tab. See Rotate a sequence of creatives in a line item to learn more.


DART sites comprise a network and organize inventory for both targeting and reporting purposes. You can group one or more ad slots in DART sites. A DART site can be composed of ad slots in a webpage, part of a webpage, or across multiple webpages, and is not necessarily a representation of an actual website URL. You can further organize your inventory by dividing DART sites into subsections called zones.

First-level ad unit

The first level of your inventory's hierarchy. You can find your inventory on the "Inventory" tab.

If you're upgrading from DART for Publishers to a DoubleClick for Publisher premium account, all of your sites will become top-level ad units upon upgrading.

(Learn more about inventory hierarchy)

System default

The 1 x 1 pixel transparent GIF file, sometimes called grey.gif, that DART serves when there are no other ads available, including default ads in DART for Advertisers or house ads in DART for Publishers. The ad slot in the webpage or message is displayed as a blank space, not as a broken image.

Unfilled impressions

An ad request made by your GA_googleAddSlot calls that didn't return an ad. Unfilled impressions are tracked in your inventory reports.

Learn how to generate an unfilled impressions report)

Time-based bulk

A paying ad that runs only for the time period specified, doesn't have impression goals, and runs at the lowest priority of all paying ads. When a time-based bulk ad is running, no non-paying ad of the same pixel size can run in the ad network. The time-based bulk ad is always served instead of the non-paying ad.

Price priority

Line item type most commonly used to fill your site's unsold inventory if not contractually obligated to deliver a requested number of impressions.

(Learn more about price priority line items in DoubleClick for Publishers)

User group

A group of permissions that can be assigned to individual users.


A group of permissions that can be assigned to individual users.

(Learn more about user roles and permissions)

Weight-based bulk

A type of weighted share-of-voice ad that you can use to easily book network, remnant, and other pre-emptible deals. Like other bulk ads, weight-based bulk ads are paying ads that are sold with no guarantee that the number of impressions booked will be delivered. Weight-based bulk ads can target the same criteria as any other ad.


Line item type that is commonly used to traffic your ad networks. Can specify a percentage of your remaining impressions to fulfill.

(Learn how to create line items)


An entity within a DART site, used to identify one or more ad slots within that DART site. Zones are used to increase the granularity of targeting within a DART site. A zone can be composed of ad slots in one or more webpages or parts of webpages. Not all DART sites contain zones.

Second-level ad unit

The second level of your inventory's hierarchy. You can find your inventory on the Inventory tab. If you're upgrading from DART for Publishers to a DoubleClick for Publishers premium account, all of your zones will become second-level ad units upon upgrading.

(Learn more about inventory hierarchy)

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