What's new in Google Ad Manager

Release notes for October 7, 2019

Manage inventory

Transition to a first-price auction

Ad Exchange traffic has transitioned in full to a first-price auction. Review Protections, URLs, and unified pricing rules according to the Guide for transition to first-price auction to ensure they're ready for the transition. Open Auction rules are no longer available. Learn more

Traffic and deliver ads

Target or exclude line items from serving to rewarded ad inventory

Some upcoming changes will affect how line items serve to rewarded ad inventory. Beginning October 9:

  • You'll be able to target line items to serve to rewarded ad inventory only. This will be available under the new "Request format" targeting section on your video and display line items. Select Rewarded for that specific line item to serve to rewarded ad inventory only.
  • Existing line items that serve HTML5 creatives will be updated to exclude rewarded ad inventory. Any new line items created after this date that you do not want to serve to rewarded ad inventory should explicitly exclude the rewarded request format. This is in preparation for an upcoming launch that will allow you to serve HTML5 creatives to your rewarded ad inventory.

Improving revenue on traffic without third party cookies

When third-party cookies are blocked or restricted, frequency-capping functionality is impacted. As a result, users may experience the same ad repeatedly, some advertisers may decide to exclude certain media altogether, and publishers may earn less revenue as a result.

Cookies named __gads are first-party cookies set on the publisher’s domain and are currently used by Google Ad Manager on behalf of the publisher as a fallback for frequency capping on reservation campaigns, when third-party cookies are not available. Going forward, these cookies may also be leveraged on behalf of the publisher to support buyer frequency-capping on programmatic traffic, when Google Ad Manager third-party cookies are not available, to further improve publisher revenue while still respecting the user's choice to opt out of cross-site tracking.

Please reach out to your account teams if you want to learn more about the controls associated with this feature.

Report and optimize

Expand ad slots to increase revenue

A new ad slot expansion Insights card is now available. Experiments indicate that full-width creatives on mobile can outperform creatives that are narrower than the width of the device. Learn more


Coming soon

  • Simplified smaller ads
    We’re simplifying the process to serve creatives that are smaller than the original inventory size. Currently, you can use the flexible sizes Ad Exchange rule type to determine how small of a creative you’ll accept, or to opt out of smaller sizes altogether. When ad slot contraction launches, Google will automatically choose an appropriate range of smaller sizes that maximizes revenue while preserving user experience. The legacy flexible sizes rules and UI will be removed, and all networks will have this new functionality enabled by default. Learn more

  • Changes to counting methodology for “Total code served count” and “Unfilled impressions” mediation metrics
    As we continue to improve Ad Manager Reporting, we’ve increased the accuracy of some mediation metric counting methodologies. Due to increased precision, you may notice a decrease in “Total code served count” and “Mediation fill rate” and an increase in “Unfilled impressions” when compared to the previous methodologies.

  • Ad Exchange Data Transfer fields will be deprecated soon
    Ad Exchange click metrics, creative conversion events, and view termination events will be removed from Ad Exchange Data Transfer files soon. Additionally, Programmatic Guaranteed and Preferred Deals Ad Manager metrics will no longer be available in Ad Exchange Data Transfer files. Ad Manager Data Transfer files aren’t affected by this change.

See previous release notes