WHAT IS DFP? HOW IS IT DIFFERENT THAN ADSENSE?

DFP is a dynamic Ad-serving, and Ad inventory management tool. DFP is used by publishers to serve several Ads on different section of their website dynamically, based on the priorities that are assigned to these different Ads within DFP.

DFP does not have its own inventory to fill the Ad slots, but requires the publisher to connect with Advertisers and Networks available in the market. The deal between Publisher and Advertiser/Network is then entered in DFP along with the creative assets. These creative assets are then delivered on publisher’s website, via DFP Ad Tag that is implemented on the publisher’s website.

AdSense:

AdSense is an Ad Network that helps publisher’s fill their Ad inventory. Usually AdSense is used as remnant inventory filler, which means AdSense will serve only when there are no direct deals available to serve.

AdSense + DFP:

DFP provides backend linking of AdSense, which enables DFP to serve AdSense automatically when there are no direct deals booked in DFP. DFP also enables Network Ad Type to dynamically compete with AdSense purely based on CPM basis, such that AdSense delivers if it has a higher CPM to offer then the Network Ad CPM.