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Find opportunities to optimize revenue

Test and apply suggestions from DFP

Optimize revenue and validate changes with DFP opportunities and experiments. You can view the projected or actual revenue impact of changing an Ad Exchange rule or setting, and then decide whether to commit to the change.

  • Opportunities are weekly suggestions for how you might earn more revenue, such as changing a pricing rule or unblocking a general Ad Exchange category. You can view the projected revenue impact and decide whether to implement the suggested change. See available opportunity types
  • Experiments let you use actual network traffic to test how applying an opportunity suggestion will impact revenue. You set a fixed impression traffic percentage to see how your change performs compared with the rest of your traffic.

Find your opportunities

We calculate opportunities based on historical data for your network, and provide fresh suggestions for your network every Sunday evening (PST). If you don't see any opportunities, we haven't detected any meaningful optimizations for you that week. Subscribe for email updates to stay updated on new opportunities.

Screenshot of DFP Opportunities product interface

  1. Sign in to DoubleClick for Publishers.
  2. Click Reports and then Opportunities.

    If you're accessing this feature from Ad Exchange instead of DFP, click Rules and then Optimization and then Opportunities.

  3. Click View opportunities for the opportunity type you want to apply.
    • Click How this works to see more detailed information about how the opportunity was identified.
    • Click Subscribe for email updates to receive an email whenever new opportunities or experiment results become available.
    • Specific suggestions are listed in the "Your opportunities" section. Each opportunity suggestion displays metrics to help you evaluate the benefits. Learn more about each opportunity type

      There can be multiple suggestions for the same opportunity. Projected metrics for multiple suggestions on a single opportunity are not cumulative. They're displayed separately for you to review and apply. Projected values are estimates, and are not guaranteed.

  4. Click the specific suggestion you want to apply.
    • Click Apply to make the change. You'll be asked to confirm your selection.
    • Click Experiment to test this change on a fixed percentage of impression traffic. Learn more about experiments
    • Click Dismiss to prevent the opportunity from displaying again. We'll ask for feedback so we can improve future recommendations.
Can't find your opportunities?
Only users with the user role permissions listed below can find opportunities.
  • View ad units, placements, and key-values
  • View AdX experiments
  • Edit AdX experiments
  • Ad Exchange

Opportunity types

Add native formats

Since Ad Exchange buyers can only buy the native inventory formats you target in DFP, adding more native formats creates new opportunities for buyer competition. This increased demand can result in a positive revenue lift.
Only "Native app install" format opportunities are displayed at this time. Mobile traffic is specifically considered for these opportunities. We suggest opportunities based on your native content styles, so we recommend copying the targeting from a content style of the same size and ad unit to your new native app install style.
How this opportunity works
We look at other publisher networks in your business vertical and recommend native formats that are performing well for your peers. If we find a native format that might improve your revenue, we'll calculate projected lift metrics and suggest you add the format to selected ad units already eligible for Native Ad Exchange traffic.
Evaluate this opportunity
We use the past 30 days of data from your network to predict the values below.
  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000
Opportunities are calculated for entire ad units
These projections assume that your native style will not contain any additional geography or key-value targeting to narrow the ad unit impressions. If you add other targeting to your native style, your results might be different than what is projected.

Allow Ad Exchange to compete for your impressions

Enabling inventory that is not currently eligible to compete in Ad Exchange can help you increase coverage and maximize your revenue.

How this opportunity works
We predict the eCPM for your inventory if you were to allow Ad Exchange to compete for your impressions, and forecast your revenue for the next 30 days. We select the opportunities with the greatest potential revenue lift.

Evaluate this opportunity
We use the past 30 days of data from your network to predict the values below.

These projections assume that you have flexible sizes enabled. An ad size is considered "similar" if it's at least 67% of the size specified in the flexible size rule.
  • Projected coverage: The projected percentage of ad requests filled by Ad Exchange (fill rate). This projection is based on the fill rates of similar ad units (with similar ad size, geography/country, platform, or syndication type) on Ad Exchange.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The projected effective cost per thousand impressions for the given ad unit. This projection is based on data for similar ad units (with similar ad size, geography/country, platform, or syndication type) on Ad Exchange.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: Projected Ad Exchange revenue is calculated as follows, using projected coverage and projected eCPM data as described above, as well as forecasted impressions for ad units that are eligible for Ad Exchange.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Apply this opportunity
Unlike other opportunities, you need to update the targeting for your Ad Exchange yield group or line item to include the ad unit suggested.

  1. Find your Ad Exchange yield group or line item.
  2. Add the ad unit suggested in the opportunity.
  3. Add all inventory sizes suggested in the opportunity. We also recommend enabling flexible sizes to maximize your revenue.
  4. Select the web property alias suggested in the opportunity for the ad unit (Display, Video, Games, or Mobile In-App).

Lower first look auction floor prices

Lowering floor prices for your inventory increases the number of bids that can win the auction, which increases coverage and helps you maximize your revenue.
Lowering the floor price results in a higher fill rate, which may take impressions from your reservation inventory. We recommend running an experiment first to evaluate its impact on your reservations.
How this opportunity works
We simulate an auction with different floor prices to measure how much revenue you would gain from changing the floor price. We provide recommendations for the floor prices that resulted in a positive revenue lift.
Evaluate this opportunity
We use the past 7 days of data from your network to predict the values below.
  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Lower open auction floor prices

Lowering floor prices for your inventory increases the number of bids that can win the auction, which increases coverage and helps you maximize your revenue.

How this opportunity works
We simulate an auction with different floor prices to measure how much revenue you would gain from changing the floor price. We provide recommendations for the floor prices that resulted in a positive revenue lift.

Evaluate this opportunity
We use the past 7 days of data from your network to predict the values below.

  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Opt into high-performing ad technologies

Opting into ad technologies can increase demand flowing through the system and drive more revenue, potentially increasing your CPM.
How this opportunity works
We look at which technologies similar publishers by vertical and geo have opted into, and calculate what percentage of revenue comes from those ad technologies to forecast the revenue impact of opting into them.

Evaluate this opportunity
We use the past 30 days of data from your network to predict the values below.

  • Projected coverage: The estimated match rate.
    Coverage = (Matched requests / Ad requests)
  • Projected eCPM: The estimated eCPM.
    eCPM = (Revenue / Matched requests) * 1000
  • Projected revenue lift: The estimated additional revenue over 7 days.
    Revenue = (Forecasted impressions * Coverage * eCPM) / 1000

Stop low-performing deals (Beta)  

Sometimes the open auction or a different deal can be a better fit for your inventory than a deal that is currently running.
How this opportunity works
We sample Ad Exchange deal requests to see how that same inventory would have performed with other deals or in the open auction. We then compare the results of that sampling with the actual revenue earned from the deal that's running.
Evaluate this opportunity
We use up to 6 weeks of data from your network to predict the values below.
  • Projected impression lift: The estimated number of filled impressions you'll gain over 7 days.
  • Projected eCPM lift: The estimated eCPM increase you'll see.
  • Projected revenue lift: The estimated additional revenue over 7 days.
In the "Impressions breakdown" table, compare the revenue and fill rate for the impressions affected by this deal. 

Unblock general categories

Unblocking categories allows more advertisers and buyers to compete for your inventory, which increases coverage and helps you maximize your revenue.
How this opportunity works
We find similar publishers by vertical and geo with these categories unblocked and calculate what percentage of revenue comes from the blocked categories to forecast the revenue impact of unblocking them.

Subscribe for email updates about new opportunities

  1. Sign in to DoubleClick for Publishers.
  2. Click Reports and then Opportunities.
  3. Click Subscribe for email updates.

 

Are experiments different than DFP Optimization?
Yes. With experiments, you can choose how much of your traffic to allocate toward an experiment, define a time frame, then use the results to make a decision about whether to apply the suggestion to a rule. Optimization works in the background and uses a predictive model to estimate CTR and determine the best ad to serve, and requires no additional setup once enabled. Learn more about DFP Optimization
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