Add a new ad unit

Learn how to create and define your ad space

Ad units represent the spaces on your website or app where you want to show ads.

An ad unit defines such attributes as the size of the ad format that can show in the ad space. When you create an ad unit, Ad Manager generates a tag (a snippet of code) for each ad unit. This tag is then inserted into your webpage or app.

When a user visits the webpage or app, the ad tag makes a request for an ad from Ad Manager. Campaigns that reference or "target" the ad unit are then eligible to serve an ad to that request.

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To create an ad unit:

  1. Sign in to Google Ad Manager.
  2. Click Inventory and then Ad units.
  3. Select the ad unit under which you want the new ad unit to appear in the hierarchy. You can create ad units with up to 2 levels of organizational hierarchy (or 5 levels in Google Ad Manager 360):
    • In the table of existing ad units, click View in the "Child ad units" column to navigate to the desired parent ad unit. A new "Parent is ad unit name" filter will appear.
    • If you don't select a parent ad unit, the new ad unit will be at the top level.
    This new option replaces the ad unit selector that appeared near the top of the page.
  4. Click New ad unit.
  5. Parent ad unit (new) displays the ad unit you selected as parent in step 3, or top level if you didn't select an ad unit.
    To update this setting, delete the current value to see the possible ad units.
  6. Enter a Code to identify the ad unit in the associated ad tag. It can't be changed later.
    • Create a code that's easy to identify (e.g., News_International_BoxATF or Leaderboard_BTF).
    • You can only reuse codes on different ad unit levels (e.g., you can reuse home at mysite_economy_home and mysite_weather_home).
    • If it's an Ad Exchange ad unit, the code cannot be reused, even if it's on different ad unit levels.
  7. Enter a Name and Description (Optional)  for the ad unit. It’s helpful to include information about the ad unit's location in the name.
  8. Set Sizes. (Optional) 

    You can add multiple sizes to be associated with an ad unit. Adding sizes helps traffickers filter by size when adding ad units to targeting in a line item. Sizes specified don't affect ad serving.

    • Select Fixed size to define a list of sizes for creatives you expect this ad unit to serve. Include the Out-of-page size for creatives that don’t fit in a traditional banner space or browser window (for example, pop-ups, floating line items, and interstitials). Include the Fluid size if the ad unit is to be used for native ads.
    • Select Smart Banner if the ad unit is for a mobile app and you want the ad unit to have a fixed height but fill the width of the screen.

    Want to add a new size to your network?

    Create a new ad unit and add the new size, or add the new size to the list of sizes assigned to an existing ad unit. As long as a size is defined in at least one ad unit or line item, it can be used elsewhere in your network.

  9. (Applicable to video and audio only) Next to Video or audio (VAST) sizes, enter the default master video and companion size. Choose Audio as the master size for ad units that will serve audio ads. You can have both audio and video sizes on the same ad unit.

    Audio ads are currently in beta and might not be available in your network.

  10. (Not applicable to Ad Exchange tags) Define a Target window, which sets the target attribute of the ad's click-through link to tell the browser where to open the ad's landing page.
    • _top: The landing page will load in the full body of the window, breaking out of any framesets.
    • _blank: The landing page will open in a new, unnamed window.
    This selection follows the default target window set in the network-level inventory settings. If the ad unit is in a mobile app, the target window is ignored. For Android and iOS apps, ads load in a new, unnamed browser window.
  11. Advanced content (Advanced, not applicable to Ad Exchange tags) Add these optional features and settings to the ad unit as needed.
    • Special ad unit: Requires traffickers to explicitly target the ad unit for line items to serve.

      Only available in Google Ad Manager 360.

    • Reward: Enter the details of the reward the user receives for watching a video ad.
    • Placements: Select the checkbox next to one or more placement names to associate with your new ad unit.
    • AdSense: Select the checkbox to give AdSense buyers access to the ad unit's inventory.
    • Frequency caps
      • Set label frequency caps (renamed from "Ad unit frequency caps"): Limit the number of impressions displayed to users for creatives that share the defined labels.
      • Set ad unit frequency caps (new): Limit the number of creatives that serve in this ad unit within a given time period. These are useful when you want to set limits across a format (like rewarded ads), and those formats are organized by ad unit.

        All creatives in an ad unit are frequency capped, so please use carefully to avoid inadvertently blocking ads.

    • Refresh rate: For mobile app inventory, set a Refresh rate to determine how often a new ad impression is generated. Google Ad Manager auto-populates a value of 60, which you can change to any value between 30 and 120 seconds.
    • Labels: Add labels to the ad unit so that creative wrappers can be applied when creatives are served to the ad unit.
    • Teams: If your network uses Teams, associate this ad unit to restrict access.
  12. Click Save. The new ad unit appears in the table.
  13. Click View in the "Protections" column to block/allow advertisers, brands, ad technologies, categories, and more.
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