Displaying banner ads across a range of different web properties requires a program that stores the ads and serves them up at the right time, on the right property and for the right people to see.

DoubleClick for Publishers (DFP) is an ad serving platform run by Google that streamlines your ad management whether you deliver ads to websites, mobile webpages, mobile apps, games or a combination of devices.

Banner ads can be targeted in very specific ways through DFP. They can be targeted based on a person’s location, the content of a website and other parameters that allow you to optimize spend. For instance, an auto body shop can utilize DFP to only display their ads on pages that talk about cars.

DFP also generates very specific reports to provide insight into what’s working well and where you can make improvements to maximize your return on investment.