DFP: “Weighting” line items
I strongly endorse using Google’s DoubleClick for Publishers (DFP) for webcartoonists who want to sell their own ads, serve ads from a network and mix in house ads. Ads are served in order of importance (from most to least):
- Standard – high
- Standard – normal
- Standard – low
- Price priority
Be careful… “Network” in that list above refers to a network of publishers — not an ad network. For example, if three different webcartoonists had formed a collaboration in which ads were shared among the three sites, this would be the Network that DFP would distribute the ads among.
Ads served by ad networks can be found in the Price Priority category.
Weighting an ad in DFP is a way of determining how often a certain type of ads shows up in relation to the others. This is especially useful for managing house ads. Luckily, DFP makes it pretty easy.