{"id":13409,"date":"2019-09-16T18:39:05","date_gmt":"2019-09-16T13:09:05","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=13409"},"modified":"2022-11-17T15:47:03","modified_gmt":"2022-11-17T10:17:03","slug":"dfp-passback-tag-when-to-use-and-how-to-generate","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/","title":{"rendered":"DFP Passback Tag: When to Use and How to Generate?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#c4e8ff\"><em>DFP passback tag calls out to multiple ad networks, if the primary ad network is unable to fill up for an available impression. Here\u2019s how to create one.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Publisher can end up with unfilled impression even when working with multiple ad networks.  This happens because of an unmet floor price, bad ad placements, and\/or low-quality traffic on site. Unfilled impressions are bad for earnings and publishers don\u2019t really notice them right away.<\/p>\n\n\n\n<p>Hence, in such cases, you need to be prepared for what\u2019s coming. While using DFP, publishers can set up passback for your ad inventory to avoid leaving money on the table. Here is a primer for publishers to get started with DFP passback.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/#What_is_DFP_Passback\" >What is DFP Passback?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/#Hows_This_Different_from_Header_Bidding\" >How\u2019s This Different from Header Bidding<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/#How_does_DFP_Passback_Work\" >How does DFP Passback Work?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/#How_to_Create_a_Passback_with_DFP\" >How to Create a Passback with DFP?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/#Whats_the_Importance_of_DFP_Passback\" >What\u2019s the Importance of DFP Passback?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/#Limitations_of_GPT_Passback_Tag\" >Limitations of GPT Passback Tag<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/#FAQs\" >FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-dfp-passback\"><span class=\"ez-toc-section\" id=\"What_is_DFP_Passback\"><\/span>What is DFP Passback?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.adpushup.com\/blog\/google-dfp-doubleclick-for-publishers\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/google-dfp-doubleclick-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">DoubleClick for Publishers<\/a> (now Google Ad Manager) allows their publisher to set passback for their inventory. This helps when one ad network fails to provide creatives for an available impression. Basically, DFP passback assigns a different (fallback) ad network if one fails to fill the impression.<\/p>\n\n\n\n<p>Publishers working with numerous demand partners face <a href=\"https:\/\/www.adpushup.com\/blog\/reduce-unfilled-impressions\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">blank impressions problem<\/a> too. This issue is so common that Google is now helping out the publishers to reach out to multiple demands.<\/p>\n\n\n\n<p>Using the DFP passback feature, you can make various ad networks compete for an impression that was not filled by the previous ones.<\/p>\n\n\n\n<h2 id=\"h-how-s-this-different-from-header-bidding\"><span class=\"ez-toc-section\" id=\"Hows_This_Different_from_Header_Bidding\"><\/span>How\u2019s This Different from Header Bidding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In theory, yes. <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\">Header bidding<\/a> already works on the base rule of calling out multiple demand partners (ad networks, DSPs, and ad exchanges) while auctioning a bid. And passback works on the same grounds. The base idea with both techniques is to never let an impression go wasted.<\/p>\n\n\n\n<p>However, the execution and the reason for implementation is quite different. <a href=\"https:\/\/www.adpushup.com\/blog\/benefits-of-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Header bidding works in real-time<\/a> by calling multiple demand partners and selling it to the highest bidder. Most publishers put their premium part of inventory for header bidding to make a good profit out of it.<\/p>\n\n\n\n<p>On the other hand, DFP passback is designed to take care of remnant inventory. It tackles the loss of impressions. Generally, low performing ad units with a high floor price and\/or strict targeting rules left unfilled. In such a case, publishers look for passback methods like filling it with a self-promotion banner or setting DFP passback for the same.<\/p>\n\n\n\n<p>The point to notice here is; premium inventory is set for header bidding while low performing inventory is handled with passback settings. However, it is recommended to set passback for premium inventory as well.<\/p>\n\n\n\n<h2 id=\"h-how-does-dfp-passback-work\"><span class=\"ez-toc-section\" id=\"How_does_DFP_Passback_Work\"><\/span>How does DFP Passback Work?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Take this example to understand DFP in action:<\/p>\n\n\n\n<ul><li>A user visits a web page with ad units. The ad units are DFP passback enabled.<\/li><li>In order to show ads, webpage requests an ad server to display ads.<\/li><li>If the first-party ad server fails to show creative. It takes the request to the third-party server.&nbsp;<\/li><li>Then the third-party server contacts multiple ad networks, if there is an ad available, it\u2019s displayed on the user\u2019s screen. Otherwise request is taken to the next ad network and the process continues.<\/li><\/ul>\n\n\n\n<p>Basically, DFP will jump from network to network to find a creative in order to utilize an available impression.<\/p>\n\n\n\n<h2 id=\"h-how-to-create-a-passback-with-dfp\"><span class=\"ez-toc-section\" id=\"How_to_Create_a_Passback_with_DFP\"><\/span>How to Create a Passback with DFP?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-how-to wp-block-yoast-how-to-block\"><p class=\"schema-how-to-description\">To get started with these steps, make sure you have a DoubleClick for Publisher account.\u00a0<\/p> <ol class=\"schema-how-to-steps\"><li class=\"schema-how-to-step\" id=\"how-to-step-1668680171539\"><strong class=\"schema-how-to-step-name\">Click on the <strong>Inventory <\/strong>tab on the DFP account.<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1668680189488\"><strong class=\"schema-how-to-step-name\">Select the ad unit for which you want to create passback.<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1668680198491\"><strong class=\"schema-how-to-step-name\">Click <strong>Generate tags<\/strong>.<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1668680205858\"><strong class=\"schema-how-to-step-name\">Go to the drop-down and choose <strong>Google Publisher Tag<\/strong> (asynchronous).<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1668680216619\"><strong class=\"schema-how-to-step-name\">Continue and select <strong>Tag Options<\/strong>. Choose to <strong>Create Passback Tag<\/strong> and <strong>Continue<\/strong>.<\/strong> <p class=\"schema-how-to-step-text\"><\/p> <\/li><\/ol><\/div>\n\n\n\n<p>That\u2019s it. Setting up passback can benefit in multiple ways. It improves the fill rate. Moreover, it doesn\u2019t lead to decrease in impression value even when it\u2019s moving from one network to another.<\/p>\n\n\n\n<h2 id=\"h-what-s-the-importance-of-dfp-passback\"><span class=\"ez-toc-section\" id=\"Whats_the_Importance_of_DFP_Passback\"><\/span>What\u2019s the Importance of DFP Passback?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Publishers add various rules while setting up their inventory for exchange. This includes setting floor prices, targeting options and more. Basis these filters, ad networks decide which advertisers to call. If an ad network is unable to find an ad creative with the required specification, it will lead to blank impression.<\/p>\n\n\n\n<p>This is when publishers need DFP passback to call out another <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\">ad network<\/a> to look for advertisers who would buy the available impression with all its filters. This means a publisher gets to call ad networks one after another if the first one is unable to fill for the available impression.<\/p>\n\n\n\n<h2 id=\"h-limitations-of-gpt-passback-tag\"><span class=\"ez-toc-section\" id=\"Limitations_of_GPT_Passback_Tag\"><\/span>Limitations of GPT Passback Tag<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Selling remnant inventory is a major concern for most publishers. GPT passback tag helps, but <a href=\"https:\/\/support.google.com\/admanager\/answer\/2811375?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">it\u2019s not without its limitations<\/a>.<\/p>\n\n\n\n<ul><li>The publisher can\u2019t use <a href=\"https:\/\/www.adpushup.com\/blog\/ad-tags\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">asynchronous mode in passback tag<\/a> to give to the third-party. Even when the asynchronous code is always recommended.<\/li><li>Single request architecture (SRA), a code used to send multiple ad requests to ad server to reduce complexity, can\u2019t be used with passback tags.<\/li><li>AdSense parameters (like set method) can\u2019t be controlled.<\/li><\/ul>\n\n\n\n<p>While using GPT passback tag, infinite loop error is common. Basically, if the ad request is not unique, server calls out more than one ad requests over and over, causing webpage load to fail. To troubleshoot this, use unique ad requests for passback.<\/p>\n\n\n\n<p>Next, the use of GPT passback tag is not recommended for daisy-chaining. Although, daisy-chaining is not recommended for a lot of reasons like it causes discrepancies and an increase in bid response time.<\/p>\n\n\n\n<p><strong>Is there any alternative to GPT Passback?<\/strong><\/p>\n\n\n\n<p>Yes, there are many.<\/p>\n\n\n\n<p>Firstly, you can take the help of your ad-ops team to create in-house tags for the remnant inventory. Next, you can add Adsense as a passback network for unfilled inventory (this step would require technical expertise). And finally, partner up with ad exchange that can offer you great value for the inventory you have.<\/p>\n\n\n\n<h2 id=\"h-faqs\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1668676064609\"><strong class=\"schema-faq-question\">1. What is a passback tag?<\/strong> <p class=\"schema-faq-answer\">The passback or default tags you use to fill inventory can be remnant or network tags. The impression can be sent back to your default advertiser&#8217;s tags when your primary ad network doesn&#8217;t have anything to serve (for example, there isn&#8217;t an advertiser willing to pay a high enough CPM).<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668676114202\"><strong class=\"schema-faq-question\">2. How do I create a DFP passback?<\/strong> <p class=\"schema-faq-answer\">1. On the DFP account, click the Inventory tab.<br\/>2. Passback can be created for any ad unit.<br\/>3. Select Generate tags from the menu.<br\/>4. Choose Google Publisher Tag (asynchronous) from the drop-down menu.<br\/>5. Select Tag Options from the menu. Select Create Passback Tag and continue.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668676318578\"><strong class=\"schema-faq-question\">3. What is GPT in Google ads?<\/strong> <p class=\"schema-faq-answer\">Publishers can define inventory, initiate and bundle ad requests, and render matching demand using the Google Publisher Tag (GPT). The GPT takes key details from you (such as ad unit code, ad size, and key-values), creates the request, and displays the ad.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668676463690\"><strong class=\"schema-faq-question\">4. What is GPT Passback?<\/strong> <p class=\"schema-faq-answer\">You can generate ad tags with &#8220;passback&#8221; functionality using the Google Publisher Tag (GPT) library. A Google Ad Manager network ad could fill an ad request from a third party when these tags are used.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>DFP passback tag calls out to multiple ad networks, if the primary ad network is unable to fill up for an available impression. Here\u2019s how to create one. Publisher can end up with unfilled impression even when working with multiple ad networks. This happens because of an unmet floor price, bad ad placements, and\/or low-quality<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":13412,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440,6447],"tags":[6421],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DFP Passback Tag: When to Use and How to Generate? | Adpushup<\/title>\n<meta name=\"description\" content=\"DFP passback tag calls out to multiple ad networks, if the primary ad network is unable to fill up for an available impression. Here\u2019s how to create one.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-passback-tag-when-to-use-and-how-to-generate\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"DFP Passback Tag: When to Use and How to Generate? | Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"DFP passback tag calls out to multiple ad networks, if the primary ad network is unable to fill up for an available impression. 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