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Line item types and priorities

Tell DFP how to prioritize your inventory

DoubleClick for Publishers (DFP) uses a line item's type and priority setting as a starting point to determine how it will organize the competition between other line items, yield groups, and Ad Exchange for each impression.

How line item type and priority affect delivery

Each line item in DoubleClick for Publishers is assigned a line item type and a numeric "priority" value. Each line item type has default priority values that serve as a guide to how line items are organized for ad selection. As a basic rule: the lower the number, the higher the priority.

For example, guaranteed "Sponsorship" line items are priority 4, while non-guaranteed "Bulk" line items are priority 12. When these line items compete for an impression, DFP prioritizes the Sponsorship line item over the Bulk line item.

Some networks have the ability to customize numeric priority values. This is not a best practice.
Customizing the default priority of any line item type can affect ad selection and is not recommended. For example, a non-guaranteed line item customized to priority 2 will be selected instead of a competing guaranteed line item at priority 4.

Changing the priority of AdSense, Ad Exchange, or Price priority line items also strongly affects dynamic allocation and should be avoided. If a Price priority line item is set to priority 5, all line items at priorities 6 and above eligible for the same ad request will be considered non-guaranteed, regardless of line item type.

Line item types and priority settings

Guaranteed inventory

  • Sponsorship (priority 4)
    Serve based upon a defined percentage of impressions. Use this line item type for a "takeover" of a page or site, or when you want line items to evenly rotate regardless of impression volume.
  • Standard (priority 6, 8, or 10)
    Serve based upon a defined impression goal. Use this line item type for directly sold campaigns with defined start and end dates and specific impression goals. DFP will adjust delivery pacing to meet the defined goal.

Ad network and exchange inventory

These line item types are not available to every network. If you don't already have an Ad Exchange account, contact a sales representative or work with a DoubleClick partner to create an account.

  • Ad Exchange (priority 12)
    Allow publishers to use one or more Ad Exchange accounts across their DFP inventory.
  • AdSense (priority 12)
    Allow publishers to use one or more AdSense accounts for various segments of inventory. By default, DFP Small Business users can enable ad units for AdSense delivery.
Retiring the AdMob line item type
Starting in August 2017, DoubleClick for Publishers stopped delivering AdMob line items. AdMob line items you’ve already created remain in DFP, but the ability to create new AdMob line items is removed. Use the Ad Exchange line item type or AdMob campaigns, instead.

Non-guaranteed inventory

These line item types are intended for impressions not eligible for standard or sponsorship line items. If AdSense and Ad Exchange are not eligible to compete, the priority sequence within non-guaranteed inventory is network, then bulk, then price priority, then house line items.

These line items are not included in DFP forecast results
Since non-guaranteed inventory can safely be superseded, these line item types are not included in DFP's lists of contending line items. If you've guaranteed inventory to an advertiser, use sponsorship or standard line items.
  • Network (priority 12)
    Serve based upon a defined percentage of impressions. Use this for your partner ad networks which don't have an impression goal.
  • Bulk (priority 12)
    Serve based upon a defined impression goal, but because the inventory for bulk line items isn't guaranteed, the impression goal functions more like an impression cap, limiting the number of impressions that can be delivered. Use this for partners who have ordered a maximum number of impressions but aren't concerned about delivery timelines or guarantees.
  • Price priority (priority 12)
    Serve primarily based on price, with optional daily or lifetime delivery caps. Use this line item type to fill your site's unsold inventory with the highest-paying line item available.
  • House (priority 16)
    Serve only if no other paying inventory is available. Use this for inventory that won't generate revenue, but perhaps promotes your own products and services.
  • Click-tracking only (no priority)
    Consist of text only, usually hypertext, and not images. These are used to track clicks in your content, such as a "Start shopping" link in an email. If you set a goal, the click tracker will stop working when that goal is met.

Non-guaranteed line items in dynamic allocation

If AdSense or Ad Exchange are eligible to complete in dynamic allocation, DFP ranks all eligible remnant line items by their value CPM and chooses the highest value remnant line item. If there is no value CPM, DFP uses the line item CPM rate instead.

  • For Network line items, their weight determines how often they compete against other remnant line items. For example, if a Network line item has 100% weight, it always competes against other remnant line items based on its rate. If a Network line item has 50% weight, it competes against other remnant line items about half of the time.
  • For Bulk line items, their pacing determines how often they compete against other remnant line items. For example, if bulk line item is behind schedule, it has a higher probability to compete against other remnant line items based on its rate for the opportunity to win the impression. If a bulk line item is far ahead of schedule, it has a lower probability to compete against other remnant line items because it doesn’t need the impression to stay on schedule.
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