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Cpm drop in DFP

     
5:21 pm on Jun 11, 2013 (gmt 0)

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We moved the entire site to DFP with the GPT tags. CPM of Adsense dropped by 30%.

1. Could it be that using asynchronous GPT tags in DFP hurts ad serving and that GAM is better?

2. Do you think it makes a difference if we define Adsense as competing Line Items and not Adsense as the default "fallback" for Inventory?

Thanks
6:18 pm on June 11, 2013 (gmt 0)

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How long ago did you make the move?

When you make the move from AdSense (direct) to DFP you create new placements that take place of the old ones. Google needs to relearn what performs well and what does not. Advertisers that were targeting your site may need to change their placement targeting as well.

How you setup AdSense withing DFP can have significant impact on the revenue. It really depends on WHY you moved to DFP as to how you should configure it. If you have an AdSense rep you should try to setup an appointment with them to review your setup.

Is AdSense the majority or minority of your revenue? If it's the majority you probably want AdSense to compete rather than be a fall back.
7:43 pm on June 11, 2013 (gmt 0)

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Thanks, very good points.
I made the move recently and Adsense is the majority.

In DFP's inventory tab you can set the Adsense inventory settings. I guess this is where you tell DFP to use the default Adsense and Advertisers will see these placements? (like Channels?)

However, this is not what I did. What I did was to create an order with line-items and choosing Adsense as the line-item type. This is only possible if you link your current Adsense account with DFP under Admin. Doing so I am able to attach AdUnit from Adsense to specific Lineitems. So I guess the Advertisers is still seeing the old Units and Channels from Adsense.

Somewhere I have read that the asynchronous DFP tags, called GPT can lead to a decrease of eCPM, because they do not display certain media types? Or is it the combination of defining Line-items with Adsense and using the new tags, so that the context is lost (no contextual ads)?

Another thing that happened: We opened a Doubleclick AdExchange Account. After the ecpm dropped the Account Manager told us that it is because we do not have historical data while our Adsense account has years of data to prove our performance. They even suggested to move back to Adsense.
11:58 pm on June 11, 2013 (gmt 0)

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I can't offer any useful tips here, but I can let you know that you're not alone in this. We had the same problem on our site when we tried DFP for a couple of months earlier this year. CPM and CTR were significantly lower with DFP tags than with Adsense code placed directly. I could never figure out why. In the end, we decided to abandon DFP and go back to our old Adsense codes, which is a shame because I like working with DFP and all the possibilities it provides. Please follow up if you find a solution.
11:08 am on June 12, 2013 (gmt 0)

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@sgod Did you use Asynchronous or Synchronous Tags ?
The asynchronous put the code in an iframe and that may be a problem depending on the Setup...
We have moved some parts to synchronous (longer page load) but hopefully they will improve the cpm and ctr...
3:10 pm on June 12, 2013 (gmt 0)

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Implemented synchronous tags... no change yet, still very low. I will disable single request mode...
4:09 pm on June 12, 2013 (gmt 0)

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Has anyone who has switched from AdSense tags to DFP equaled or improved the income they were getting when they only used AdSense?
I'm wondering if the ad exchange format actually lowers CPM overall. In other words, might advertisers be switching to the ad exchanger to pay less than they do through AdSense?
 

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