How to Create and Implement Ad tags in DFP
Step One: Create the Ad Unit
Click on the Inventory tab in the upper menu bar.
Click Ad Units in the left-hand sidebar. Then click New Ad Unit.
Name the ad unit, and make sure there is no space in the ad unit name, i.e.
yoursite300x250ATF.
Fill in ad unit details for where you will want ads to serve. Save the ad unit.
Step Two: Generate Tags
1. Select Generate tags. In the inventory tab, select Generate tags from the left-hand
menu. Select the ad unit that was created and click include, and then Generate
tags.
2. Select tag type. Select tag type (Google Publisher Tag), and click Continue.
3. Select tag options. The default setting Enable Single Request enables all ad units on
a page to be called via one call. If you want ad units to be called individually, deselect
Enable Single Request. We recommend deselecting it for performance reasons.
4. Copy and paste generated code for the header. From the first field of this page, you
can copy the generated code to paste into the header <> of your websites code. You
can do this by inserting it into your websites content management system (CMS) or
by directly pasting into the <head> section of your websites HTML.
Premium Line Item Delivery Types
Line items are an important piece of how you organize your ad stack. Premium line items
(sponsorship, standard, and network), will deliver the highest CPMs.
Sponsorship Sponsorship line items have the highest delivery priority . Best for:
Time -based campaigns where an advertiser buys a percentage of all available
targeted inventory. Sponsorship line items can target a CPM, CPC, or CPD rate or
goal. Example: Sally has a direct partnership with a large premium brand (ex. Nike).
They formally agree via a signed insertion order (IO) that Nike will buy 100% of all
72890 impressions at the top of her home page for the month of March.
Standard Standard line items are most commonly used for directly sold campaigns
that have an agreed upon impression quantity with an advertiser. Best for: Time -
based campaigns where a specific number of impressions is to be delivered over
specific dates for an advertiser. Standard line items can target a CPM or CPC rate or
goal. Example: Sally has a direct partnership with a brand of any size. They formally
agree via a signed insertion order (IO) that the brand partner will be guaranteed a
specific number of impressions over specific dates for an advertiser.
Remnant Line Item Delivery Types
Network
o Best for: Time-based campaigns where typically an ad network buys a
percentage of all available targeted impressions remaining after direct or
guaranteed line items have met their daily pacing goals. Though not always
required, these ad buys can also be agreed upon via signed insertion order
(IO), with the ad buy on behalf of multiple advertisers without a direct
relationship to the publisher. Network line items can target a CPM, CPC, or
CPD rate or goal.
o Example: Sally has a partnership with Sovrn to target multiple ad units or
placements for remnant inventory on her site at various CPM rates from
January to July with allocation percentages varying depending on the ad unit.
Price Priority
o Best for: Time-based or open-ended schedule campaigns where typically an
ad network buys an unlimited or specific number of remnant, non-guaranteed
impressions, either based on the total time of the line items schedule
(lifetime) or based on a daily impression goal within a defining or open-ended
schedule.
o Example: Sally has a partnership with Sovrn to target multiple ad units or
placements for remnant inventory on her site at various CPM rates with an
open-ended end date to deliver as many available impressions as possible until
Sally determines that the campaigns need to be paused or updated. Price
Priority Line items can target a CPM or CPC rate or goal.
Bulk Bulk is similar to price priority but you must have a fixed quantity of
impressions. They deliver evenly by default.
o Best for: Time-based or open-ended schedule campaigns where typically an
ad network buys a specific number of remnant, non-guaranteed impressions,
either based on the total time of the line items schedule (lifetime) or open-
ended schedule.
o Example: Sally has a partnership with another remnant partner to target all
unsold inventory (Run of Network or Run of Site) on her site at a CPM rate $1
below her Sovrn line items. Bulk Line items can only target a CPM rate or
goal.
House House line items are typically used for ads that promote products or services
chosen by you. House ads are commonly non-revenue generating and always have the
lowest delivery priority.
o Best for: Campaigns where publishers serve their own product or services for
marketing and not necessarily to directly impact revenue.
o Example: Sally wants to ensure that if there are any unsold impressions from
her remnant line items, then her in-store product cleaning and repair services
are advertised instead of a blank ad slot. House Line items can target a CPM
or CPC rate or goal.
Step Three: Create Orders and Line Items
1. In the Delivery menu, select Orders to create a new order.
2. Fill in order details. Give the order a name, select an advertiser, or create a new one.
3. Create an initial DFP line item that will deliver the ad via the call for a creative.
1. Fill in the delivery and targeting details. Line items can be targeted to individual ad
units, placements or the entire site.
2. Click Save.
3. Now youre ready to add a creative!
Step 4: Add a Creative
1. Click Creatives Click Creatives on the left-hand side menu of the Line Item
page and then select Add Creative from the Creatives menu page.
2. Select advertiser Next, select an Advertiser from the dialogue box and click
Continue.
3. Select Third party On the next page, select Third Party.
4. Name creative Name the creative in a way that corresponds to the ad tag, with the
ad network, ad size, and position on the page listed, i.e. Sovrn_300x250_ATF.
5. Track macros (or not) Here you have the option to add macros, which are strings
of text that can be added to the ad tag URL to enable supported functionalities in
DFP. Sovrn tags do not need macros.
6. Target ad unit size Select the same ad size that you intend to target on the size.
7. Uncheck SafeFrame Uncheck Serve into SafeFrame which is checked by
default
8. Click Save Youre done!
Step Five: Associate Creatives to Line Items
1. Click Add Line Items from the new Creatives page.
2. Search and select the Line Item and click Include to associate the Line Item.
3. Click Save.
Step Six: Verify Creative to Line Item Association
The final step youre so close!
DFP isnt easy to learn and it can take a while to fully
understand. But its a worthwhile platform to learn if you
want to increase your ad revenue. Youve got this!
