DfP

DFP commonly refers to DoubleClick for Publishers, a web-based ad serving platform developed by Google (originally by DoubleClick). It is used by publishers to manage ad inventory, deliver ads across websites and mobile apps, and optimize ad revenue. Google acquired DoubleClick in 2007, and the product evolved over time to support increasingly complex ad ecosystems.

In 2018 Google reorganized its ad products by merging DoubleClick for Publishers with Ad Exchange to form Google Ad Manager, and DFP became the on-platform interface within that unified product. Today, publishers typically use Google Ad Manager, which encompasses the former DFP functionality, though the DFP name remains familiar in historical or transitional references.

Core capabilities include inventory management (defining ad units and placements), creating and managing orders and line items, and handling creatives. The platform supports direct deals and programmatic demand, robust targeting (geo, device, audience, frequency), scheduling, delivery rules, and frequency capping. It also provides reporting, forecasting, and price floor controls, along with access management and workflow features. Ad tags can be generated for integration with websites and apps.

Technical aspects include a web-based user interface and the Google Ad Manager API (formerly the DFP API) for automation and integration with external systems. The system supports multiple ad formats and is used to monetize display, video, and mobile inventory across desktop and mobile devices.

Beyond advertising technology, the acronym DFP can refer to other concepts in different fields, such as Data Flow Protocol or Dynamic Frequency Planning, but in the context of digital advertising, it denotes Google’s DoubleClick for Publishers lineage now encompassed by Google Ad Manager.