In a recent update from Google Ad Manager team, Overall limits that are currently present in DFP will be revised, as per the update from Google, this move will impact the small publisher who has set up AdSense/Ad exchange line item incorrectly.
Limits will be changed for Sponsorship, Standard, House, Price Priority, Bulk, Network type of line items, please note that it will not cause any issue on programmatic Proposal line items which are set up as sponsorship and Standard
Limitation on how DFP line item, Ad units, Key values, Placement, Reporting and How Each DFP Line items will be used. The publisher has until May 2020, To get familiar with New changes.
Why Google Ad Manager System Limits are Changed?
There are few factors which cause some issue with google’s dominance
Streamlining First Price auction :
There was a tweak in line item setup which publisher was doing, The tweak is Setting up House Line items and using AdSense or Adx creative inside or third party Demand Tags as Creative. By doing this Publisher makes Google Adsense or Adx pay more and increase the competition in the first Pricing Model. This is also one of the reasons that Google has removed House line items from Google Dynamic Allocation. You can Read About the Changes Done by Google
“House line items and the auction
Floor prices and target CPM do not apply to House line items and line items with a $0 Value CPM.House line items only serve when no remnant line items (Network, Bulk, Price Priority), Ad Exchange or Open Bidding demand are available to serve. That is, House line items are treated as if they have a $0 rate and do not compete on price via dynamic allocation.
House line item CPM determines the ranking of eligible House ads. However, House ads don’t need to meet the floor price or target CPM set in unified pricing rules to be eligible to serve, so they effectively act as fall-back ads.“
Promote Open Bidding and Reduce Dominance of Header Bidding:
Those who are not aware of Open Bidding, Open Bidding was also known as Exchange bidding just a few months ago. We can say that it’s counter to Popular header bidding which runs based on prebid technology started by app nexus and contributed by lots of Demand partners.
Since DFP is widely used Adserver for most of the publishers and since they have Free to use DFP small business as well, Implementing header bidding via DFP is one of the easiest ways to get started with Header Bidding.
One of the important parts of Header bidding is Creating/ Bulk Push line items inside DFP, Which compete based on Value CPM.
Google DFP Line item Limits
- Standard and Sponsorship Line items will be used only for running Direct advertiser Ads with fixed priced and fixed impressions goal.
- Price, Network, Bulk line items should be used for running non guaranteed ads, Basically ads from other exchanges and third-party network.
- Price Priority, Network or Bulk line items with 0 Value CPM or Rate will be considered as House Line item. Basically these type of line items will not compete in dynamic allocation.
- House should be used only for Advertising publisher developed products or Own and Operated Websites
“Unless otherwise authorized by Google via a contract amendment, you may only use line items for the specific purposes described below and any other use will be treated as invalid activity.”
Google Ad Manager (DFP) have system limitation on below entities
(Note: Limitation are only on DFP Small business account)
Delivery:
- Total Number of Line Items That can be setup inside DFP (Active, Inactive, Archive)
- Total number of serving line items and creatives
- Line item Per order
- Programmatic line item per order
Values:
- Total creatives
- Creative per line items
- Active Ad units
- Active Key value pairs
Reporting:
- Reportable key values
- As per recent updated from google Ad manager team
As per recent updated from google Ad manager team
You can check the limits In your DFP by visiting below, Replace highlight with your Network ID
DFP system limits
| Old Limit | |||
| Orders | Line items per order (regardless of status, including archived line items) | 450 | |
| Characters per order name | 255 | ||
| Proposals | Proposal line items per proposal (regardless of status, including archived line items) | 150 | |
| Line items | Total line items per network (regardless of status, including inactive and deleted line items) | 600,000 | |
| Active line items | 61000 | ||
| Creatives per line item | 260 | ||
| Targeted criteria per line item | 800 | ||
| Characters per line item name | 255 | ||
| Impressions or clicks per line item | 2,147,483,647 | ||
| Creatives | Total creatives per network | 1,000,000 | |
| Creative asset size | 1 million bytes | ||
| Video creative asset minimum size | 4,000 bytes | ||
| Video creative asset maximum size | 512 MB* | ||
| Video creative asset length | > 1 second | ||
| Total native styles per native ad format | 500 | ||
| Total non-archived live streams | 500 | ||
| Pattern match macro replacements | 100 per creative | ||
| Frequency caps | Impressions per frequency cap | 511 | |
| Minutes per frequency cap | 120 | ||
| Hours per frequency cap | 48 | ||
| Days per frequency cap | 14 | ||
| Weeks per frequency cap | 26 | ||
| Months per frequency cap | 6 | ||
| Yield groups | Yield groups per Ad Manager network | 100 | |
| Yield groups you can bulk edit or copy at a time | 10 | ||
| Mediation ad networks per yield group Learn more | 20 | ||
| Key-values per targeting expression in a yield group | 5 keys, 100 values | ||
| Criteria per targeting expression in a yield group | 1,000 | ||
| Targeting criteria per line item | 800 |
DFP system limits
| Limit | |||
| Ad units | Active ad units | 99,998 | |
| Ad unit codes | 100 characters | ||
| Placements | Ad units per placement | 1,000 | |
| Active placements per network | 60,000 | ||
| Key-values | Characters per key | 20 | |
| Characters per value | 40 | ||
| Active values per network | 2,500,000 | ||
| Active keys (dynamic and pre-defined) per network | 200 | ||
| Active values (dynamic and pre-defined) per key | 100,000 | ||
| Reportable key-values | 30,000 | ||
| Custom dimensions Learn more | 10 | ||
| Custom dimension key-values (note the limit is 5,000 if you don't have Google Ad Manager 360) Learn more | 20,000 | ||
| Network settings | Ad unit frequency cap labeling rules | 10 | |
| Protections | Advertisers/brands per protection | 200 | |
| Buyers per protection | 200 | ||
| General categories per protection | 200 | ||
| Advertiser URLs per protection | 25,000 | ||
| Ad units per competitive exclusion | 800 | ||
| Protections per network | 300 | ||
| Audience | Total first-party segments per network, including active, inactive, and audience extension segments | 20,000 | |
| Tagging | Google Publisher Tags (GPT) | 15,360 characters | |
| Tagless request | 4,096 characters | ||
| SRA (single request architecture) requests | 30 ad slots per request | ||
| URLs | URLs generated by ad serving, such as macros | 2,048 characters | |
| Unified Pricing rules | Active Unified Pricing rules | 200 | |
| Price floors per rule | 5 | ||
| Advertisers per rule | 50 | ||
| Sizes per rule | 250 |
DFP system limits
| Limit | |||
| Reporting | Dimensions per report | 10 dimensions | |
| Metrics per report | No limit * | ||
| Data availability | Up to 3 years | ||
| Data availability (Ad Exchange Historical report) | Up to 2 years | ||
| Saved report storage period | 40 days | ||
| Concurrent reports per network | 30 | ||
| Data Transfer | File storage period | 60 days |
DFP system limits
| Limit | |||
| Teams | Entities per team | 3,000 | |
| Custom fields | Custom fields per location | 30 | |
| Values per drop-down custom field | 300 |
References:
- https://support.google.com/admanager/answer/9385069?hl=en
- https://support.google.com/admanager/answer/1628457
- https://www.adexchanger.com/publishers/with-googles-latest-policy-change-publishers-feel-control-slipping-away/
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