Traffic third-party creatives

Some of your advertisers may be working with a third-party ad server such as Atlas or Mediaplex to serve their creatives. If an advertiser sends you a piece of creative code (also known as an ad tag) that calls another ad server, you will need to traffic that creative as a Third-party creative. (See a list of certified third-party vendors.)

The key to successfully serving third-party creatives and minimizing discrepancies is to make sure that you are properly inserting macros in the third-party code.

In most cases, you should traffic third-party ad tags as Third-party creatives, not Custom creatives, to ensure that macros from our list of certified vendors are automatically inserted. Custom creatives do not automatically insert macros, leaving more room for error.

The exception is when you need to customize the third-party code by, for example, adding a tracking pixel or other code for troubleshooting purposes. In these cases, you can create a custom template and add the third-party code with your changes to the template. See Creative templates to learn how.

Add a third-party creative to your network

  1. Sign in to Google Ad Manager.
  2. Click Delivery and then Creatives.
  3. Click Add creatives.
  4. Begin typing to search for the advertiser whose creative you're adding. Each creative is associated with one advertiser.
  5. When you've found the right advertiser, click Continue.
  6. Click Third-party.
  7. Enter the name for your creative.
  8. Select whether to add a code snippet for standard ads, AMPHTML ads, or both.
  9. Paste the tags from a third-party ad server into the Code snippet field.
    • If Ad Manager recognizes your creative as coming from a recognized rich content vendor, click Insert macros and Ad Manager will automatically insert the appropriate macros into your code snippet.

    • If Ad Manager doesn't recognize your creative, place your cursor within the code snippet where a macro should be placed, then click the corresponding button to insert the macro.
      If there are no instructions in the ad tag for where the macros should go or you’re not completely sure, have your client talk to the third party. Ask your client to get instructions for inserting the macros so Ad Manager can serve the creative properly and track clicks and impressions. Since the third party knows their code better than anyone else, it’s always best to go to the third party, as Ad Manager doesn’t keep track of where macros should be inserted in non-certified third-party vendors. Learn more about macros
    • If you're creating AMPHTML ads:
      1. Enter a URL that points to another ad server hosting the actual creative.
      2. To add macros, click expand, place your cursor within the URL where a macro should be placed, and click the corresponding button to insert the macro.
  10. Select the Target ad unit size where the creative should deliver.
  11. (Optional) Enter multiple Third-party impression tracking URLs Beta.
    These are the URLs of third-party tracking services. The trackers are pinged when the creative appears and can contain macros. Note that these URLs are not supported for creatives with an actual size of "Out-of-page."
  12. Click Save and preview the creative to ensure it’s serving properly. If you notice a problem with how the creative looks, talk to the advertiser. (Keep in mind that even if clicks are being tracked correctly, Ad Manager doesn't show a confirmation if the creative redirects to a Flash file.)
If you've selected a creative for upload that doesn't match the ad unit size you specified, you'll receive an error message when you save. Select Allow creative size to differ from ad unit size to resize the ad unit. (For example, if you upload a 400x400 creative to a 300x250 ad unit, Ad Manager will accommodate the larger creative. Or, if you upload a 200x200 creative to the same ad unit, the creative would only occupy 200x200 pixels on your page.)

Traffic third-party AMPHTML ads

You can create AMPHTML ads that are hosted outside of Ad Manager on third-party servers. These creatives are specifically built for your AMP content and load faster than standard HTML ads within AMP pages.

When creating third-party creatives in Ad Manager, you can add an AMP variant of that creative. This is simply a URL pointing to another ad server that hosts the actual creative. When the ad is served, Ad Manager retrieves the creative from that other ad server and delivers it to the user.

AMPHTML ads enable publishers, marketers, and technology providers to deliver faster, lighter, and more secure ad experiences across all platforms by applying the principles of AMP to building and serving ads.

Requests that take longer than 300 ms will time out, which may result in lower CTR. Google still charges for these timeouts.

How third-party AMPHTML ads work

Third-party creatives are based on a snippet or URL that calls another ad server. Within one third-party creative, you can select from the following HTML types:

  • Standard: Produces only the standard version of a creative.
  • AMP: Produces only the AMPHTML ads version of a creative.
  • Standard and AMP: Can produce either version of the creative.

Which creative version will serve?

The HTML type you select, along with the types of pages you’re serving ads to, determines the version of third-party creative that serve.

If creative wrappers are eligible to serve in the ad slot, but no AMP wrappers are available, Ad Manager always serves a standard ad. Learn more

On AMP pages, if an AMPHTML version of an ad is available, it serves. Otherwise, the standard HTML version of the ad serves instead.

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