DFP

DFP may stand for:

DoubleClick for Publishers

DoubleClick for Publishers (DFP), formerly called Google Dart, is an advertisement software as a service application run by Google. It can be used as an ad server but it also provides a variety of useful features for managing the sales process of online ads using a publisher's dedicated sales team. Should a publisher not sell out all their available ad inventory, it can choose to run either other ad networks or AdSense ads as remnant inventory in DoubleClick for Publishers.

How it works

Types of ads available

DFP differentiates between two types of ads:

For priority based campaigns the following priorities can be set:

The most common priority for ad campaigns. Should be used as default.

DoubleClick

DoubleClick is a subsidiary of Google which develops and provides Internet ad serving services. Its clients include agencies, marketers (Universal McCann, AKQA etc.) and publishers who serve customers like Microsoft, General Motors, Coca-Cola, Motorola, L'Oréal, Palm, Inc., Apple Inc., Visa USA, Nike, Carlsberg among others. DoubleClick's headquarters is in New York City, United States.

DoubleClick was founded in 1996 by Kevin O'Connor and Dwight Merriman. It was formerly listed as "DCLK" on the NASDAQ, and was purchased by private equity firms Hellman & Friedman and JMI Equity in July 2005. In March 2008, Google acquired DoubleClick for US$3.1 billion. Unlike many other dot-com companies, it survived the dot-com bubble and focuses on uploading ads and reporting their performance.

History

Early developments

DoubleClick was founded as one of the earliest known Application Service Provider (ASP) for internet "ad-serving", primarily banner ads. After an IPO on the NASDAQ under the "DCLK" ticker symbol in early 1998, the company was associated with an internet traffic report including Yahoo!, AOL, Alta Vista and Excite where the company was listed within the top 10 internet websites in the world—when it was delivering as many ad impressions at the time as these early major internet properties were delivering page views. Its DoubleClick DART (Dynamic Advertising Reporting & Targeting) ASP/SaaS ad-serving technology allowed clear targeting and reporting of ad-serving per media property for websites within its network and technology sectors.

Small business

Small businesses are normally privately owned corporations, partnerships, or sole proprietorships. What businesses are defined as "small" in terms of government support and tax policy varies depending on the country and industry. Small businesses range from 15 employees under the Australian Fair Work Act 2009, 50 employees according to the definition used by the European Union, and fewer than 500 employees to qualify for many U.S. Small Business Administration programs. Small businesses can also be classified according to other methods such as sales, assets, or net profits.

Small businesses are common in many countries, depending on the economic system in operation. Typical examples include: convenience stores, other small shops (such as a bakery or delicatessen), hairdressers, tradesmen, lawyers, accountants, restaurants, guest houses, photographers, small-scale manufacturing, and online businesses, such as web design and programming, etc.

Characteristics

Researchers and analysts of small or owner-managed businesses generally behave as if nominal organizational forms (e.g., partnership, sole-trader or corporation) and the consequent legal and accounting boundaries of owner-managed firms are consistently meaningful. However, owner-managers often do not delineate their behaviour to accord with the implied separation between their personal and business interests. Lenders also often contract around organizational (corporate) boundaries by seeking personal guarantees or accepting privately held assets as collateral. Because of this behaviour, researchers and analysts should reject the relevance of the organizational types and implied boundaries in many contexts relating to owner-managed firms. These include analyses that use traditional accounting disclosures, and studies that view the firm as defined by some formal organizational structure.