Search
Clear search
Close search
Google apps
Main menu

System maximums and limits

DFP enforces various limits and maximums on the entities you create. Keep the following limits in mind when setting up your inventory and orders.

Monitor your network's maximums and limits
Administrators can view system limits that apply to your network and whether you're close to reaching them.
  1. Navigate to the "Global settings" section of the Admin tab.
  2. Click Limits.

If your network uses Teams, only members of the "All entities" Team can view the Limits dashboard.

Limits in the dashboard followed by a number in parentheses are network-wide limits. Those without a number in parentheses are local limits, listed for easy reference. If the limit in the table does not match the limit in this article, an exception may apply.

 

Expand all  Collapse all
 
Orders, line items and creatives

Orders

  • Line items per order, regardless of status, including archived line items: 450

Line items

  • Total line items per network: 600,000
    This limit is a safeguard and can be increased if you are nearing the threshold. Contact your DoubleClick representative to request an increase to this limit.
  • Active line items: 61,000
    An active line item:
    • is capable of being delivered
    • has a status of “ready” or “delivering”
    • has start date of today or earlier
    • has an end date of today or later
    Note that creative-level targeting criteria count toward the active line item limit.
  • Creatives per line item: 260
  • Targeted criteria per line item: 800

    In general, what you see in the targeting expression counts toward the limit. A few notes on more complex targeting:

    • Placement Targeting: Each placement counts as one targeting criteria, even if the placement itself contains more than one ad unit.
    • Day/Time targeting: If you are using day/time targeting, the contiguous active blocks for each day of the week count as one criteria toward the total targeting criteria limit.

      If you had a line item running from 3pm-7pm each day, it would count as 7 targeting criteria (one targeting parameter times seven days). If you had a line item with 11am-1pm and 2pm - 5pm blocks on weekdays, it would count as 10 targeting criteria (2 active blocks for each day of 5 days).

    • Frequency capping: Does not count toward the targeting criteria limit.
    • Key-values: Each key-value pair counts as one targeting criteria toward the limit. If the expression uses match types, like key is not ~value*, each key to match type value is counted as one targeting criteria toward the limit.

    See examples

    Let’s look at two examples with the following targeting:

    Example 1

    • Line item targeting:

      • Ad Unit: 300x250Web
      • Key-values: (cat=Education AND art_id=123) OR color=blue OR env=test OR clubcode=XYZ
      • Geography: United States
    • Count:
      Ad Unit (1) + Key-values (5) + Geography (1) = 7 targeted criteria

    Example 2

    • Line item targeting:

      • Placement: BannerROS
      • Key-values: (cat=Education OR cat=Sports OR cat=Business) AND (color=blue OR color=green) AND (topic is not ~politics*)
      • Day/time: 3pm-7pm each day of the week
    • Count:
      Placement (1) + Custom Criteria (6) + Day/Time (7) = 14 targeted criteria

  • Characters per line item name: 255
  • Impressions or clicks that can be entered in the UI per line item: 2,147,483,647
    This limit applies to line items with absolute goals, such as standard line items. Line items with percentage goals, such as sponsorships, can serve above this limit.

Frequency cap settings

  • Impressions: 511
  • Minutes: 120
  • Hours: 48
  • Days: 14
  • Weeks: 26
  • Months: 6

Creatives

  • Creative asset size: 1 million bytes
  • Video creative asset size: 4,000 bytes or more
  • Video creative asset length: greater than 1 second
Ad units, key-values and inventory

Ad unit codes

  • Ad unit codes can be up to 100 characters in length and must be unique.
  • Only letters, numbers, underscores, hyphens, periods, asterisks, forward slashes, backslashes, exclamation marks, left angle brackets, colons and parentheses are allowed.

Placements

  • Ad units per placement: 1,000
  • Active placements per network: 60,000
    This limit is a safeguard and can be increased if you are nearing the threshold. Contact your DoubleClick representative to request an increase to this limit.

Key-values

  • Characters per key: 20
  • Characters per value: 40
  • Active values per network: 2,500,000
  • Active keys (free-form and pre-defined) per network: 200
  • Active values (free-form and pre-defined) per key: 100,000
Deactivated key-values do not count toward their respective limits.

An ad request URL has a character limit, depending on the tag type, which may limit the number of key-values.

Google Publisher Tags use the HTTP GET method to request ads, which limits the number of bytes that can be passed with each request. Ad tags using synchronous rendering are limited to 4,096 characters per request. However, if the tag type is asynchronous and exceeds 4,096 characters, GPT automatically uses the POST method, which increases this limit to 8,192 characters.*

* The character limit increase with the POST method does not apply to ads rendering in IE versions 9, and below.

Network settings

  • Ad unit frequency cap labeling rules: 10

Exclusions

Audience

  • Total first-party segments per network: 20,000
    This includes active, inactive, and audience extension segments.
Tagging and URLs

An ad request URL has a character limit, depending on the tag type, which may limit the URL length.

  • Google Publisher Tags: 4,096 characters
  • Simplified URL Tags: 4,096 characters
  • URLs generated by ad serving, such as DFP macros: 2,048 characters

Google Publisher Tags use the HTTP GET method to request ads, which limits the number of bytes that can be passed with each request. Ad tags using synchronous rendering are limited to 4,096 characters per request. However, if the tag type is asynchronous and exceeds 4,096 characters, GPT automatically uses the POST method, which increases this limit to 8,192 characters.*

* The character limit increase with the POST method does not apply to ads rendering in IE versions 9, and below.

Reports
  • Reportable data 
    Available in Query Tool for a maximum of 3 years. This maximum might be limited or less due to data upgrades or the network creation date.
  • Data Transfer files are available for 60 days once published. Learn more about the Data Transfer feature optionally available to DFP premium publishers. 
  • The Export option is disabled in the user interface when either of these two scenarios is met:
    • The 65,000 XLS or 1,000,000 XLSX row limit is exceeded.
    • The report contains a particularly large amount of data regardless of row count, for example, excessive report columns.
    Applies to XLS and XLSX formats only
Saved reports are retained for 40 days, then deleted. We recommend downloading and saving reports elsewhere for long-term storage. Saved queries are retained indefinitely. 
Account administration

Teams

  • Entities per team: 3,000

Custom fields

  • Custom fields per location: 30
  • Values per drop-down custom field: 300

Limits on rapid creation 

DFP monitors networks to ensure that technical glitches aren't causing runaway creation of orders, line items, creatives, ad units, placements, or advertisers. In such cases, to protect your network, DFP places a temporary limit on the creation of new items.

For example, if an external program that uses the DFP API to connect to your network is creating thousands of new orders in a very short time period, it's probably an error. These temporary limits can be imposed even if the rapid creation hasn't violated any of the numerical limits listed above. We'll work with you to resolve the problem and get your network back in working order.

 

  DFP sales management
Was this article helpful?
How can we improve it?