DFP is defined as one such ad server where we upload advertiser/ad network creative advertisements and tags (HTML codes that call other ad networks and exchanges for ads). When there will be any opportunity (ad call), DFP selects the best ad to serve based on the revenue it can generate or bookings.

Formerly DFP called as Google Dart, it is an advertisement software in SaaS platform, used as ad server run by Google. It is used for designed to manage the process of delivering ads to publisher’s website hence increasing ad revenue.