Manage audio NEW

Add new ad units

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.

About ad units

Ad unit hierarchy

Ad units are organized into a hierarchy. There's a default "Top level" where new ad units can be created. However, you can navigate to an ad unit and create an ad unit at the same level or below the current level.

Child ad units inherit attributes from their parents or from default network settings—these attributes, however, can be overridden in the child.

Parent ad unit at the top of an ad unit details page displays where an ad unit exists in the  hierarchy. The parent ad unit may be defined as "Top level", which means the ad unit is already at the highest level. Ad units at the top level inherit network setting for inventory.

Name versus code

Ad units have both a Name and Code. The name is what's displayed in Ad Manager in the targeting picker and other places. The name should be descriptive so that people using Ad Manager can understand what the ad unit represents.

Code is a string of characters that is used in ad tags for an ad unit. Codes can be up to 100 characters and are not case-sensitive. Only letters, numbers, underscores, hyphens, periods, asterisks, exclamations, left angle brackets, colons, forward slashes and parentheses are allowed.

Code strings must be unique at the same level but may be reused at different ad unit levels if they are not Ad Exchange ad units. Ad Exchange ad unit code cannot be the same anywhere in the hierarchy.

For instance, suppose you have a news website with different sections, and each section has a homepage. You can define an ad unit code as "homepage" for the child of "mysite_main" ad unit. You can then reuse the string "homepage" for the ad unit code under "mysite_travel" ad unit.

When possible, work with your ad ops team to ensure that this is the best way to define code for ad units. 


Protections are rules that help your network manage your brand, avoid competing advertisers form showing ads in the same context, and help your network determine which inventory (if any) you want to make available to the Open Auction. There are different rules under "Protections" for each of these purposes, and you can learn more about them in Protections overview.

For each rule under "Protections", you can add targeting to tell Ad Manager where to apply that rule. This targeting includes the the ability to target ad units.

From the list of ad units under Inventory and then Ad units, you can view any rules under "Protections" which apply to the ad unit. Find the "Protections" column and then click View Protections. Ad Manager takes you to a list of Protection rules that apply to that ad unit.


View related Skillshop training course

Add new ad unit


  1. Sign in to Google Ad Manager.
  2. Navigate to Inventory and then Ad units.
  3. Go to the ad unit under which you want the new ad unit to appear.
  4. Click New ad unit above the table to create an ad unit at the same level you're viewing, or click +Add child ad unit under the "Action" column to create a ad unit below the one you're viewing.
  5. Enter a Code to identify the ad unit in the associated ad tag. It can't be changed later. If you don't enter a code name, it defaults to the Ad unit name.
  6. 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.


  1. 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.

  2. (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.

Target window

  1. (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.

Advanced content Advanced settings

These settings are not applicable to Ad Exchange tags.

  1. AdSense: Select the checkbox to give AdSense buyers access to the ad unit's inventory.
  2. Special ad unit: Requires traffickers to explicitly target the ad unit for line items to serve.

    Only available in Google Ad Manager 360.

  3. Reward: Enter the details of the reward the user receives for watching a video ad.
  4. Placements: Select the checkbox next to one or more placement names to associate with your new ad unit.
  5. 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: 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.

  6. 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.
  7. Labels: Add labels to the ad unit so that creative wrappers can be applied when creatives are served to the ad unit.
  8. Teams: If your network uses Teams, associate this ad unit to restrict access.
  9. Click Save


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