Trafficking 101: How to Traffic Google AdSense ads in DoubleClick DFP

Trafficking Google ads (through Google’s AdSense program) is not the most straightforward thing to do, regardless if you use Google ads for your remnant inventory or as normal priority ads.

The lack of integration between DoubleClick and Google, which I briefly touched in a previous post, makes trafficking Google ads a little difficult but not impossible. As you probably know already, Google ads are served through an iframe with a JavaScript code. In order to traffick such ads, you will need to think of them as rich media ads and proceed accordingly:

– create a new order (for your in-house advertiser, for example);

– create, one by one, ads for each format and/or AdSense channel you will be using;

– set delivery to ‘time-based bulk’ and priority to ‘default’, which would be the appropriate one in most cases of remnant inventory;

– assign a rich media creative, where you have copied the JavaScript ad code generated from the AdSense account, not forgetting to remove the <!– and the //–> bits (these will prevent correct execution if left in the code).

Of course, you would first need to think of the structure and different channels you would like to use in order to distinguish between different content categories and ad slots, and create them in the AdSense account. After you generate the ad code and adapt it to be trafficked in DFP, it should look like this:

<script type="text/javascript">
google_ad_client = "pub-xxxxxxxxxxxxxxxx";
/* Ad Slot 120x600 */
google_ad_slot = "xxxxxxxxxx";
google_ad_width = 120;
google_ad_height = 600;
<script type="text/javascript"

In case you are using the ‘allowed sites’ feature in your AdSense account (you should, really), do not forget to ad in the list.

If your experience differ or have any suggestions to share, please leave a comment – discussions are always welcome.