What It Is: DoubleClick for Publishers (DFP) is the most popular ad server for publishers that offers cross-platform support for ads and programmatic options and to serve ads across mobile sites, apps, and desktop from a single place.
Key Features: DFP offers an intuitive user interface which allows non-advertising professionals to utilize it effectively, plus great reporting tools, and robust analytic tools. Because DFP is hosted by Google, it is integrated into the rest of its advertising network, including AdSense. DFP is also supported by a reliable and friendly customer service team.
Cost: Two different versions of this server exist; the small business version which is entirely free to use and catered to small-time users (i.e. business that serve under 90 million impressions a month), and the original DFP, which is aimed at large publishers and offers accelerated delivery at a cost.
Who It’s For: DFP is popular with publishers of all sizes.