DoubleClick for Publishers (DFP) Goes Down Costing Publishers Over 1 Million per Hour
The platform used by publishers, DoubleClick for Publishers, worldwide went down today (11-12-2014) at the beginning of business hours (EST) and stayed down for almost 3 hours. Google scrambled and answered support questions with, “The issue has already been escalated to our engineers and we are urgently working on resolving the issue.”
So, we saw a world without ads today on many large publisher sites. The major problem was that this issue caused the publisher sites to attempt to connect with DFP through it’s publisher tags and sites stalled on failed requests. Most sites just displayed the standard, “waiting for ad.doubleclick.com” message in the browser.
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This marks the first outage or downtime since March 28th, 2013 when all Google tools went down.
Sure, we estimate approximately 2.5 million in lost revenue for publishers, lost impressions for advertisers and ad exchanges but the issue lies on the heavy reliance of the Internet as a whole toward DFP. DFP basically crashed 35% of the internet for 3 hours today.
Google did publish a post today saying, “DoubleClick for Publishers experienced an outage this morning impacting publishers globally, across their video, display, native and mobile formats. Our team has worked quickly to fix the software bug and it’s now back up and running, so our publisher partners can return to funding their content.”