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.

List of maximums and limits

Expand all  Collapse all
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: 1000
  • 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.

Exclusions: 
Ad units per ad exclusion: 1000

Network settings:
Ad unit frequency cap labeling rules: 10

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 4096 characters per request. However, if the tag type is asynchronous and exceeds 4096 characters, GPT automatically uses the POST method, which increases this limit to 8192 characters.*

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

Learn more about pre-defined key-values

URLs

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

  • Google Publisher Tags: 4096 characters
  • Simplified URL Tags: 4096 characters
  • URLs generated by ad serving (e.g., click macros): 2048 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 4096 characters per request. However, if the tag type is asynchronous and exceeds 4096 characters, GPT automatically uses the POST method, which increases this limit to 8192 characters.*

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

Trafficking

Orders
Line items per order: 450 (regardless of status, including archived line items)

Line items

  • 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
  • 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.
  • Targeted criteria per line item: 800 More information on the targeted criteria limit

    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.

    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.

Creatives

  • Creative asset size: 1 million bytes
  • Video creative asset size: 4,000 bytes or more
  • Video creative asset length: greater than 1 second
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. 
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. 
Teams
Entities per team: 3000
Audience
Total first-party segments per network: 20,000. This includes active, inactive, and audience extension segments.
Custom fields
  • Custom fields per location: 30
  • Values per drop-down custom field: 300
Exclusion rules
  • Number of advertisers for Unified Advertiser exclusions: 100
  • Number of advertisers for Competitive exclusions: 100
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?