what is doubleclick first look

DoubleClick First Look (DFL ) is a feature in AdX that allows you to let programmatic advertisers compete for normally reserved direct impressions - if they are willing to pay more than a defined floor price. The aim of DFL is to let programmatic advertisers take valuable impressions when they are willing to pay more than your direct campaigns. The direct campaigns usually still deliver their target impression volumes - just later in the day. An effective First look strategy allows for the best performing ad units to increase their programmatic revenue, without reducing direct campaign revenue. This is a careful balance that we have become experts in.


How does it work?

DFL can be seamlessly integrated into your ad stack – by simply enabling the feature within the AdX interface and designating price thresholds. You can significantly increase auction intensity for your most prized impressions. Meaning more revenue to you, the publisher.

Should I be using it?

  • if you sell impressions to direct buyers

DFL gives you another revenue channel. The challenge with using DFL, is determining the correct pricing strategy to ensure you do not cannibalise your direct campaign revenue with with programmatic. Publift have employed sophisticated First Look strategies to increase publishers overall revenue, and to maintain publisher’s direct revenue. See the case study for more on DFL .

What people say

“Many people say that DFL is the Google’s answer to header bidding, but Publift has found a way to use both DFL and header bidding together. This has substantially increased our CPM, resulting in huge increases in ad revenue.”

Read Case Study
Private Media
Vapor Media


See what we can do for you and your site’s remnant advertising revenue. We’re confident we can achieve great things together.

*All results above are estimates based on previous achievements.