Price priority

Line item type used to fill your site's unsold inventory with the highest paying line item available. Price priority line items:

  • Allow you to specify daily or lifetime delivery caps.
  • Can be set to deliver unlimited impressions and have an unlimited end date.
  • Aren't included in forecast results.
  • Are eligible to compete directly with AdSense and Ad Exchange.

How do price priority line items compete with other indirectly-sold line items?

Within each priority level, line items are grouped based on their goal type, and they will be served in the following order of preference until the line item's goal or cap is met:

  1. Line items with percentage goals (a specific portion of traffic, or an exclusive sale), such as network line items.

  2. Line items with absolute goals (impressions or clicks), such as bulk line items.

  3. Line items that are unlimited (non-guaranteed, with a click or impression cap), such as price priority.

If your network has enabled AdSense or Ad Exchange to compete with your indirectly-sold line items, then in each of the steps above the DoubleClick ad server will also look for eligible AdSense or Ad Exchange line items. If AdSense or Ad Exchange has a line item with a higher CPM than the one selected by DoubleClick for Publishers (DFP), regardless of the type, DFP will serve the AdSense or Ad Exchange line item. So even though a price priority line item could have an unlimited goal, it could wind up not delivering if it is always beaten by AdSense or Ad Exchange.

See the Ad selection white paper and the full list of delivery priority options for more information.