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.

 

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

Maximum ad units per placement: 1000.

 

Key-values

  • Neither key-values or ad units are case-sensitive.

  • Pre-defined values per key: 200 (Learn more about pre-defined key-values)

  • Default maximum number of keys: 20. If you would like to increase this limit, contact your technical account manager.

  • Default maximum number of values per key: 200. If you would like to increase this limit, contact your technical account manager.

  • Maximum number of reportable key-values per network: 50,000 (e.g. 1 key with 50,000 values would reach the limit, or 100 keys with 500 values would reach the limit).

    This maximum includes all predefined key values, all free-form key values that were ever targeted, and all free-form values that were manually associated with a key. The maximum does not include free-form key-values that were included in a DFP tag but were never targeted.

  • Default maximum characters per custom targeting key: 10.

  • Default maximum characters per custom targeting value: 40.

  • Number key-values a line item can target: No hard limit.

  • Limit to the number of key-value characters you can include in an ad tag: 2,000.

  • Maximum number of boolean AND relationships per line item: 8 (you can have 7 ANDs).

 

URLs

URL length limit: 2,083.

 

Orders

Maximum line items per order: 350.

 

Line items

  • Maximum characters per line item name: 255.

  • Maximum creatives per line item: 200.

  • Maximum targeted items per line item: 800. For example, you can target 600 postal codes and 200 locales.

 

Number of orders, line items, creatives, ad units, placements, and advertisers

DoubleClick for Publishers systematically monitors the creation of orders, line items, creatives, ad units, placements and advertisers. If we detect that your network is unintentionally creating excessive objects (for instance, if someone is inadvertently calling the API to create hundreds of thousands of ad units per day), we may temporarily limit the creation of new objects to protect your network from performance and stability issues.