Ad Exchange's buy-side user interface uses Google AdWords as its basis. This means that some of the features you'll see in the UI are not supported by Ad Exchange back-end functionality or use cases. The UI might allow you to enter information and even submit ads, but your ads will not run if you use features that are not supported by Ad Exchange. Please know that we're always working to improve the Ad Exchange interface and reduce the number of unsupported features.
Ad types
You can create image and third-party ads in Ad Exchange.
- When creating a new ad, do not select Text ad, Wap mobile ad, or Display ad builder from the New ad drop-down list. These ad formats will not run on Ad Exchange.
- When creating an image ad, the Display URL field is non-functional in Ad Exchange.
Targeting
You can use contextual targeting for your campaigns in the form of category targeting. However, you should not use keyword targeting, as this feature is not supported by Ad Exchange.
- Please disregard the option to enable the Auto targets tab, which relates to targeting search terms and is non-functional in Ad Exchange.
Reporting
Report types that include metrics on keywords or search query performance don't apply to Ad Exchange.
Conversion tracking
The mechanics of conversion tracking--dropping a cookie onto a user's computer when he views or clicks an ad from the account--is identical to AdWords. Talk to your account team before using conversion tracking. When a user converts after seeing or clicking the ad, Ad Exchange records the conversion next to whichever ad he saw/clicked on.