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Introduction to advertising online with DFP

There are three main components that work together to serve ads via DoubleClick for Publishers (DFP): DFP itself, your network of websites, and the ad tags that are placed onto your web pages. For DFP to serve ads to your website, all three components must be in place..

Your network

Conceptual image representing three layers: DFP, network of sites, and ad tags

Your network is a website, group of websites, or part of a website that uses DFP to manage its ad serving needs. Use DFP to enter all data about your network's content, users, business rules, and so on, which is required to serve ads.

DoubleClick for Publishers

DFP is a web-based system you can use to traffic ads and target them to your website's users based on a number of criteria, including geographic location, operating system, web browser and past behavior on a site. After you've entered trafficking and targeting information, you can generate ad tags to place onto your web pages. DFP also records data about ads that were served, such as whether the user clicked on the ad and the number of ads that were served, and provides a suite of configurable reports that display this information. Use the reports to evaluate the success of your advertising campaigns.

Ad tags

Conceptual image of how ad units appear on a page

An ad tag is a piece of HTML or JavaScript code that your webmaster or developer inserts into the source code of a web page. An ad tag tells DFP, 'I belong to this ad unit and this placement. This is my size. Please give me an ad.' The ad server then identifies the best ad for this ad tag, logs an impression, and sends the ad to the ad tag to display on the page. You need to create a separate ad tag for each ad that you want to display on your web page.

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