Google Ad Manager Inventory Forecasting – Overview of DFP / Google Ad Manager

A) DFP / Google Ad Manager – An Overview

What is DFP or Google Ad Manager?

DFP Small Business, Now – it is known as Google Ad Manager, is a free As publishing server from google, is best suited for smaller to growing publishers.

How do you qualify for a Google Ad Manager?

To qualify for a Google Ad Manager you need a Google AdSense account. However, it’s not mandatory to use Google AdSense ads while using DFP Small Business.

How do you qualify for a Google Ad Manager Premium account?

➢ To qualify, your site must garner at least 90 million monthly impressions.
➢ Google Ad Manager Premium is a paid service geared towards sites with high traffic and complex advertising setups Google Ad Manager also includes Google Support in the form of an assigned account manager.

Here’s our glossary of frequently used DFP terms:

  1. DFP Network – everything in your DFP account
  2. Company – where 3rd party entities are set up by name in DFP to be associated to orders
  3. Advertiser – the agency, network, or direct brand advertiser that will be trafficking ads via DFP
  4. Ad unit – the basic unit of web page inventory made up of one* or more available spaces or slots where an ad can appear. Note that you can do group one or more ad slots into an ad unit. For clear organisation and tracking, I recommend that you keep a 1:1 relationship between ad slots and ad units.
  5. Order – the organisational container for campaign line items which contain ad creatives or ad tags
  6. Line item – the campaign consisting of flight starts and end dates, targeted ad unit or other
  7. Creative – the actual ad creative either in the form of an ad tag code snippet or script
  8. Placements – groupings of ad units

B) Google Ad Manager Inventory Forecasting

The INVENTORY FORECAST feature helps you to confirm whether ad impressions are available before you book inventory in a line item. When the Inventory forecast confirms that ad inventory is available, you can move the forecast data into a line item in a new order or an existing order.
Through this inventory forecasts, you can optimize your ad inventory and prevent overbooking or underselling.

Two important factors for checking available inventory are:

  1. To ensure there’s enough inventory available when creating a new line item
  2. To confirm a saved line item is slated to reach its goal; and if not, to determine what changes to settings or targeting could increase availability.

Check available inventory for a new line item:

  1. To check the available inventory, :
    ➢ Click over the Delivery tab on the Google Ad Manager Account and then Select “Check inventory”.
    ➢ Create a New Google Ad Manager order.
    ➢ Set up a line item.
  2. Enter your inventory sizes.
  3. Select the delivery type (Giving Priority to the Order).
  4. Give Input the flight dates. (Start and End Date)
  5. Then Select to “Quantity/Goal”, Clcik on Max available if you don’t have a specific impression or click goal in mind for the prospective line item.
  6. Select Goal and enter the number of impressions or clicks you want.
  7. (Optional) Apply targeting criteria to your forecast.
  8. Finally, Click on Check inventory.
  9. Click View contending line items to gauge the effect of booking the prospective line item it would have on booked line items, and vice versa.
  10. Click Criteria breakdown to see impression information for each value of each targeted criterion. It is also helps you to identify where the excess amount of Inventories are quenched.
  11. Next to Matched for specific targeting criteria, you can click Forecast adjustment details to see how manual and historical adjustments affect your forecast.
  12. In order to share this Inventory report to client, You can click Export forecast to export the details to a spreadsheet.


Look at the delivery Forecasting screenshot below to check out the Available inventory.


Once the Inventory check is done and if you find out the Available / Sufficient inventory, You can move forward to step the New ORDER for the Advertiser. If you find that Google Ad Manager Inventory is unavailable or insufficient, there are many ways to overcome this issue by tuning the existing other Ad campaign delivery. But this part is very sensitive. Handling the area with less expenditure may give negative impact to the other Ad Campaigns.

Few Points to be considered while tuning up the Running Campaigns to avail sufficient Inventory

  1. Examine, whether all Active / running campaigns are given under the same priority (Delivery type)
  2. If YES, Try to give them ranking based on the Client budget or as per your Trafficking Norms.
    For Example: You cannot set up SPONSORSHIP delivery type to your Low budgeted client. SPONSORSHIP and STANDARD Delivery type yields the Guaranteed Delivery, whereas following delivery type such as “Network”, “Bulk”, “Price Priority”, “House” are the types yield you the Non-Guaranteed Delivery.
  3. Check out, whether any Ad campaign is running with Over-delivery, which means the certain amount of impressions are being delivering in advance than the actual amount of Impressions are to be served. In Some case, Over-delivery also causing you to reach the target before the End date which is commenced by the Advertise. This will also not a good sign for the Publisher to set up the Ad campaign.
  4. Adjusting such delivery type will help Google Ad Manager to calculate the inventory, so that you can plan the available inventory for your New Campaign set up. This also helps you to plan your future or upcoming Advertisers.
  5. Without this Forecasting inventory Process, if you set up the Google Ad Manager Campaign, you may face following sequences like Under-delivery, which leads the Ad campaign not to accomplish the 100% of goal before the specified End date.
  6. Therefore, before setting up a New Google Ad Manager order or If you are planning to sell Ad space to new advertiser, it’s advisable to check out the Available and serve-able inventories in Publisher’s Google Ad Manager Account.

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