Tuesday, November 6, 2012

Optimizing performance with DFP

Tuesday, November 6, 2012 |
Advertisers demand performance from their online ads, whether it comes in the form of generating a more qualified lead or building higher brand awareness. But it can be hard for publishers to deliver better performance manually - especially when you factor in millions of impressions delivered across multiple platforms, formats and devices.

Today’s DFP is helping publishers meet advertiser needs with tools and features that help optimize inventory better than ever, and report on how you’re doing faster.

The result? Happier advertisers, say many of the publishers we spoke to.



“It’s a significant improvement. And our advertisers are happy about it,” says Dmitri Kazanski, Director of Ad Ops for Manta.com. “The switch to DFP has had a positive influence on our sales relationships with advertisers,” echoes Thomas Goldmann, online sales director at German publisher Heise Online.

DFP Optimization: automatically improving campaign performance
I
n an ideal world, campaigns would self-optimize. That idea was our guide in creating DFP Optimization, an add-on to the core DFP Premium platform.

A more powerful tool than DART Adapt, DFP Optimization leverages Google’s infrastructure and processing capabilities to automatically deliver the best ad, to the best user, at the best time. The system uses advanced modeling and pattern recognition, and harnesses the power of AdWords machine learning and AdSense contextual matching, to deliver ads to users who are more likely to respond to them. “Optimization allows better use of our premium inventory and increases the quality we can make available to our customers,” says Thomas Goldmann from Heise Online.

This drives better campaign performance across desktop, mobile and video, delighting advertisers. How much better? Heise Online saw a 52% improvement in average daily performance of optimized ad campaigns, and Manta.com realized a 70% to 90% lift.

Faster reporting = more timely optimization
Another feature of DFP that’s making publishers and advertisers happy is our faster reporting. DFP now makes performance data available 20-30 minutes after ad delivery (compared with 24 hours on DART). Data is shown in easy-to-interpret charts and graphs, so ad ops teams can flag issues, optimize on the fly and make quicker pacing and delivery decisions.

“I can optimize with data from 20 minutes ago instead of from yesterday," says Kirsten Hardy, ad operations manager for Inside Out Media. That speed improves client relationships, says Erin Pettigrew, Gawker Media’s head of ad operations: “Being able to confirm correct delivery for a client just hours after launch has given much needed confidence to our sales and account teams”.

Tune in tomorrow to see how DFP equips you sell more effectively and meet advertiser demands across platforms and formats.