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System maximums and limits

Learn how many items you can create or assign in DFP

DoubleClick for Publishers (DFP) enforces the following limits to ensure system stability:

Monitor your network's maximums and limits

  1. Sign in to DoubleClick for Publishers.
  2. Click Admin and then Global settings and then Limits.

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 reference. If the limit in the table does not match the limit in this article, an exception may apply.

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

Orders, line items, creatives, and yield groups

Orders Line items per order, regardless of status, including archived line items 450
Characters per order name 255
Line items Total line items per network 600,000
Active line items  Learn more 61,000
Creatives per line item 260
Targeted criteria per line item  Learn more 800
Characters per line item name 255
Impressions or clicks per line item 2,147,483,647
Creatives Total creatives per network 1,000,000
Creative asset size 1 million bytes
Video creative asset size 4,000 bytes or more
Video creative asset length greater than 1 second
Total native styles per native ad format 500
Frequency caps Impressions per frequency cap 511
Minutes per frequency cap 120
Hours per frequency cap 48
Days per frequency cap 14
Weeks per frequency cap 26
Months per frequency cap 6
Yield groups Yield groups per DFP network 100
Yield groups you can bulk edit or copy at a time 10
Mediation ad networks per yield group  Learn more 20
Key-values per targeting expression in a yield group 5 keys, 100 values
Criteria per targeting expression in a yield group 1,000
Targeting criteria per line item 800

Active line items

The count of active line items includes creatives with creative-level targeting assigned and any line item that:

  • 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

To avoid reaching this limit, consider deactivating line items that are active, but not delivering. Learn more about how to find line items in DFP.

Targeted criteria per line item

In general, what you see in the targeting expression counts toward the limit.

  • 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.

Show examples

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

Mediation ad networks

At serving, up to 10 networks are chosen as part of the mediation chain sent to the SDK. Building longer chains risks greater latency, since additional sequential callouts are required.

Ad units, key-values, tagging, and inventory

Ad units Active ad units 300,000
Ad unit codes  Learn more 100 characters
Placements Ad units per placement 1,000
Active placements per network 60,000
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
Network settings Ad unit frequency cap labeling rules 10
Exclusions Ad units per ad exclusion 1,000
Advertisers per Unified Advertiser exclusion 100
Advertisers per Competitive exclusion 100
Audience Total first-party segments per network, including active, inactive, and audience extension segments 20,000
Tagging Google Publisher Tags (GPT) 4,096 characters
Simple URL tags 4,096 characters
URLs URLs generated by ad serving, such as DFP macros 2,048 characters

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.

Tagging and key-values

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.


Query Tool Dimensions per report 10 dimensions
Metrics per report No limit *
Data availability Up to 3 years
Data availability (Ad Exchange Historical report) Up to 2 years
Saved report storage period 40 days
Concurrent reports per network 30
Data Transfer File storage period  Learn more 60 days

* There is no limit to the number of metrics you can add to a report, but processing time will slow as you add more metrics.

Report exports

The Excel report export options (XLS and XLSX) are disabled 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, an excessive number of report columns.

Teams and network administration

Teams Entities per team 3,000
Custom fields Custom fields per location 30
Values per drop-down custom field 300

Limits on rapid item 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.

Nathan is a DFP expert and author of this page. Help him improve the content by leaving feedback below.

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