Dynamic Allocation was created to get the highest revenue for your non-guaranteed inventory. Guaranteed and Non-Guaranteed Ads As it is known, DFP enables publishers to define guaranteed & non-guaranteed (also called remnant ) ads. The guaranteed ads are usually directly sold between the advertiser and the publisher. The remnant ads are open for competition to external SSPs. DFP is made in such a way as to serve first the guaranteed impressions, and when it runs out of them, only at that time it turns its attention to the non-guaranteed line items. This may give the impression that DFP just assigns the remnant items to any bidders to fill the gaps. Dynamic Allocation Now comes the dynamic allocation and this ensures that the non-guaranteed or remnant items get the highest prices available at the moment and that without compromising the guaranteed campaigns. Dynamic allocation can be thought of as a system, which guarantees the hig...
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