DFP Small Business by Google

Trinity recently conducted a review of Google Ad Manager, a hosted service for booking and running ads on your website. The Ad Manager, currently in beta release, ties into AdSense to provide a complete manual/automatic online ad sales platform, connected to the Google ad network. For example, you can sell ads to your own advertisers, but if you have not sold enough ads to fill out your inventory for a given time period, AdSense will automatically fill in the blanks.


Take a Look at Google Ad Manager

Google Ad Manager/AdSense create a method to facilitate monetization of online publishing. With many corporations publishing content that draws significant web traffic (in both the for-profit and non-profit sectors), Google’s services can be a short and inexpensive route to covering some portion of publishing costs.
The specific purpose of our review was to see if the Ad Manager system would be functional for the small non-profit publisher—in this case, a low-budget entity operating a website with approximately one million pageviews per month.

For this purpose, Google Ad Manager isn’t really ready for prime time—during our test drive we encountered several bugs, and the user interface is not yet as intuitive as we would like. It is difficult to understand how inventory forecasting works, and we ran into some system bugs in ad deployment that would frustrate less tech-savvy adopters.

However, as a result of Google’s acquisition of DoubleClick in March 2008, Google will soon be launching (and automatically upgrading all Ad Manager user to) DFP Small Business. DFP stands for “DoubleClick for Publishers. As Google puts it, “The new DoubleClick for Publishers (DFP) from Google...further leverages the combined strengths of Google and DoubleClick.”

Take a Look at DFP Small Business by Google

From what we read, DFP Small Business will refine many of the kinks that we’ve been seeing in Google AdManager. This might make it a truly viable option for the small publisher that has a respectable inventory to sell, but limited time and money to invest in managing the booking process.

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