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This help center content is for DFP sales management, which might not be enabled in your network.

Get started with DFP programmatic

Learn about DFP programmatic

Programmatic advertising has introduced a number of efficiencies, which makes selling digital ads easier and more efficient for publishers and advertisers. DFP programmatic brings these efficiencies to the direct sales process.

Learn about the benefits of DFP programmatic in this video:

Programmatic guaranteed overview (3:15)

To get started with DFP programmatic, a DFP administrator needs to: 

Once enabled and configured, DFP programmatic contains features that allows sales people to:

  • Start negotiation of direct sales campaigns with buyers
  • Finalize campaign details, secure buyer agreement, and quickly push campaigns to delivery
  • Renegotiate details of previously finalized campaigns

In addition to starting a proposal in DFP, buyers can initiate an RFP with your network from the Marketplace. 

In either the case of an RFP or if you start a proposal, the entire process occurs directly in DFP, reducing potential lag in securing buyer agreement and human error in using multiple systems. All billing and payments are additionally handled by DFP automatically, avoiding possible discrepancies in reported delivery and lowering overhead in managing reconciliation.

Learn more about how to negotiate proposals for programmatic campaigns.

Guidelines for programmatic campaigns

Programmatic features are available to all DFP publishers with a mapped Ad Exchanged account. The following restrictions apply to programmatic campaigns:

Category Restriction
Line item settings
  • Line item and rate types
    CPC, vCPM, CPA, Sponsorships CPM
    Standard CPM, Sponsorship CPD
  • Inventory sizes
     Display master/companion roadblock
    All other (including video master/companion)
  • Creative rotation
    No creative rotation of any kind
  • Mobile apps
    Only the GMA SDK (no others)
  • Video
    Only the IMA SDK (no others, including SDK-less)
          Learn more
  • Mobile web
     Interstitials (out-of-page, 1x1)
  • Ad Exchange monetization
    Ad Exchange for Games
Creative formats
  •  Standard Native ad format 
          Managed in Bid Manager
  • Custom Native ad format
  • Out-of-page, wallpaper, and expandable creatives
  • DFP creative wrappers and templates and creative macros
  • TrueView video ads
  • Video overlay ads
  • Video ads in GMA SDK formats for mobile apps
Creative reporting
  • Master/companion reporting (see below)
  • All other creative reporting
Creative content policy

Creative reporting

Creatives are hosted in Bid Manager for programmatic campaigns. DFP contains line item and creative placeholders that are mapped to the ones in Bid Manager. Because this is a one-to-one relationship, you can generate reports in DFP based on these placeholders. While you can run video master/companion campaigns, DFP does not collect metrics on companion ads hosted in Bid Manager. As a result, DFP reports won't capture companion ads for these campaigns. 

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