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Best practices for trafficking Ad Exchange in DFP

To monetize your unfilled inventory using DFP,  we recommend AdSense or Ad Exchange to maximize your yield.

Line items are the most common way to traffic campaigns in DFP. To enable monetization through Ad Exchange, you must use a special type of line item called the Ad Exchange line item.

Ad Exchange line item best practices:

  • Don't frequency cap Ad Exchange. You want Ad Exchange to compete as often as possible to maximize your revenue. If you frequency cap Ad Exchange line items, you may miss opportunities for Ad Exchange to beat the rates of competing line items.
  • Disable AdSense monetization on ad units , because AdSense and Ad Exchange cannot be called at the same time. Trafficking is more complicated with both activated, which won't help you monetize.
  • Regularly update the CPM or value CPM of remnant line items. Since dynamic allocation enables Ad Exchange to compete with remnant line items based on their (value) CPM, Ad Exchange only serves if it can beat the competing rates of your DFP remnant line items. When both a CPM rate and a value CPM are set, Ad Exchange competes against the value CPM for the line item. Keeping your rates accurate ensures that you maximize the yield for your inventory.

    Value CPM can be used when you know the fill rate of a competing network. To calculate value CPM, take the CPM rate of the network and multiply it by the fill rate.

    Example: If you have a CPM rate of $2.00 and a fill rate of 75%, you should set the value CPM at $1.50.

How many line items should I create?

The best way to traffic an Ad Exchange line item in DFP is to create a single line item per syndication type, and use Ad Exchange to regulate your content through rules, such as those for pricing and blocking. We recommend consolidating existing Ad Exchange line items into a single line item per syndication type, then grouping them into a single order per account.

For example, if you have both display and mobile in-app inventory, you would:

  1. Create one line item for display inventory, targeting run of network inventory and all sizes you want to monetize, and set the "Ad Exchange Web property alias" drop-down to your display Ad Exchange property.
  2. Create one line item for mobile in-app inventory, targeting run of network inventory and all sizes you want to monetize, and set the "Ad Exchange Web property alias" drop-down to your mobile in-app Ad Exchange property.
Even if you target run of network:
  • DFP special ad units do not get targeted. Ensure that you explicitly target DFP special ad units as well, in case you would like to target an entire set of inventory.
  • Ad Exchange mobile in-app line items are only eligible for mobile in-app DFP requests, and Ad Exchange display line items are only eligible for display DFP requests.
Line items currently only allow you to select individual sizes, rather than all sizes at once. We recommend adding to the line item all sizes you are currently sending to DFP. Ad Exchange attempts to monetize if there is demand for a size. Run a historical report in DFP on ad request sizes to determine which sizes you monetize.

There are a few scenarios when you may need multiple Ad Exchange line items per syndication type: 

  • You may need several Ad Exchange video line items , because they currently contain advanced configurations.
  • Some publishers may need to target more than one Ad Exchange account for accounting, access, or contractual reasons. This type of configuration is not recommended and, if possible, we recommend merging operations into your default Ad Exchange account.
  • To prevent Ad Exchange native ads from competing against regular banner ads, you must have an Ad Exchange line item that contains only a “native” inventory size.

How do I configure a creative that has multiple sizes?

To maximize yield, select Generate multi-size creative for your Ad Exchange line item in DFP to automatically generate one creative with multiple sizes. This enables all bid requests from all specified sizes to compete against each other, resulting in higher auction pressure.

If you're editing an existing line item to change its size, you must select Automatically generate creative instead. Your previous creatives are automatically archived and replaced with a single, multi-size creative.
If you have an existing DFP network, you may see a "Code snippet" box in your Ad Exchange creatives. This feature is not available to new networks and will be deprecated in the future. Learn more about "Code snippet" deprecation

Do I need to create an Ad Exchange line item for Open Auctions, Private Auctions, Preferred Deals, and First Look?

For Open Auctions, Private Auction, and Preferred Deals, you only need to create one Ad Exchange line item. DFP First Look doesn't require an Ad Exchange line item, and must be configured separately. Learn how to configure DFP First Look

Should I edit my Ad Exchange line item priorities?

Some publishers have the ability to edit priorities, and have set their Ad Exchange line item priorities to any value between 1 and 16. Any Ad Exchange line item with a delivery priority higher than 12 (that is, a number that is lower than 12) will have unexpected consequences on ad serving. 

We recommend never setting remnant line items to a priority higher than 12 (numerically lower than 12), nor guaranteed line items to a priority lower than 11 (numerically greater than 11). This causes a "priority inversion" of guaranteed and remnant line items, which can result in unexpected behavior. If you are currently able to edit line item priorities and wish to simplify your trafficking, please contact your Account Manager for advice on how best to proceed, including keeping the ability to edit priorities without the risk of causing priority inversions.

Block your traffic using Ad Exchange rules instead of DFP targeting

We recommend leaving Ad Exchange line items in DFP targeted as broadly as possible, and using Ad Exchange open auction pricing rules to block traffic as needed. By centralizing your Ad Exchange blocking into a single location, you can reduce your operational cost and minimize opportunities for mistakes. To block across Ad Exchange and DFP for a single ad request, you can use unified advertiser and brand exclusions.

Note that Ad Exchange open auction pricing rules do not apply to Preferred Deals, Private Auctions, or DFP First Look.

How do I target an OR condition across keys in key-values?

You must use several Ad Exchange Rules/Deals to separate out OR conditions of DFP key-values into multiple Ad Exchange rules per key. 

Can I include a DFP placement in an Ad Exchange report?

Yes, the DFP Placements dimension can be located under Inventory Segments in the Ad Exchange Historical report type in DFP Query Tool. You can also map your DFP placement to an Ad Exchange channel so that it gets reported in the Query Tool. Note that an Ad Exchange channel only includes data from after its creation or update.

Avoid serving an Ad Exchange creative through non-Ad Exchange line items

To benefit from dynamic allocation in DFP, we recommend you avoid serving an Ad Exchange creative as a third-party creative in a non-Ad Exchange (for example, network) line item. Instead, try to serve through an Ad Exchange line item in DFP combined with an appropriate rules configuration in Ad Exchange.

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