Introduction to advertising with DFP Small Business

DoubleClick for Publishers (DFP) is a comprehensive hosted ad serving platform that streamlines your ad management, whether you deliver ads to mobile apps, games, websites, mobile web pages, or a combination.

DFP offers a complete toolkit to manage your ads for a multi-screen audience, including: 

• One central place to traffic all of your ad networks, apps, games, and sites.

• Advanced forecasting to give you a better sense of how many impressions you will have available to sell to your direct advertisers.
• Total revenue optimization that allows Google AdSense and Google Ad Exchange to compete against other networks in real-time, so you'll get the most revenue for every ad impression.

How DFP delivers ads

Each piece of inventory you create in DFP — called an ad unit — can be targeted by one or more ad campaigns. These ad units represent spaces in your content where you intend to deliver ads.

For each ad unit, DFP generates ad tags, which are snippets of HTML or JavaScript code. You place these tags into your web pages and mobile apps. When a user visits your content, the tags identify each ad unit and request ads from DFP.

For each ad request, DFP chooses the best ad from among the campaigns you've created, delivers the ad, and records the event. If the user clicks on the ad, DFP records that too. With customizable reports, DFP shows you which ads served to which inventory, how many clicks they got, and much more.

Source: Google Help and DFP Tutorials