Ad Exchange line items

Choose what inventory is available to Authorized Buyers

 New trafficking experience
Ad Manager might look a little different if you're using the new trafficking user interface

This article reflects the new trafficking experience. If you're still on the previous experience, look for this note box that captures instructions or behavior that reflects the previous trafficking experience:

Previous trafficking experience

Instructions or behavior that reflects the previous trafficking experience.

Learn more about the improvements and changes to Ad Manager in Changes to Google Ad Manager and Improvements to Google Ad Manager.


Ad Exchange line items let you decide which inventory is available to Authorized Buyers. Most of the settings, such as targeting, and frequency capping, are the same as any other line item type. This article covers the settings that differ and common questions.

Before you get started

You need to link an Ad Exchange account to Ad Manager before you can create new Ad Exchange line items or use yield groups.

Should I use a yield group or a line item?

  • Use a yield group if you want to use your primary Ad Exchange account to maximize yield with mediation for mobile apps or Open Bidding.
  • Use an Ad Exchange line item if you need to use multiple linked Ad Exchange accounts for different segments of your inventory.

Create Ad Exchange line item​s

  1. Navigate to Delivery and then Orders.
  2. Find an existing order or create a new order.
  3. Add a line item with the following settings. We recommend creating a single line item per inventory type, and grouping them into the same order.
    • Select the Ad Exchange line item type.
    • Choose one of the Ad Exchange accounts linked to your Ad Manager network.
    • Include unique inventory targeting.

      If you have multiple AdSense or Ad Exchange line items at the same priority level, ensure they contain different targeting criteria. If more than one AdSense or Ad Exchange line item is eligible for an ad request, Ad Manager picks one at random to compete, which might not earn you the most revenue. Learn more

  4. Click Save.

Add creatives to Ad Exchange line items

  1. Find your Ad Exchange line item in Ad Manager.
  2. Click the Creatives tab of the line item.

    Click Automatically generate creative to add a single creative that contains all sizes defined under "Expected creatives". You may expand the "Needs creatives" box for a summary of all creative sizes associated with this line item.

    Ensure that you use only one creative in your Ad Exchange line item that contains all sizes. Using multiple creatives in your Ad Exchange line item is not recommended as they wouldn't compete in price as a result.

    Previous trafficking experience

    Click Add creatives and then New creative to configure a creative manually.

  3. Click Save.

    After adding a creative, you can't change the Ad Exchange account associated with the line item or the line item type. Even if the creative is later removed from the line item, you need to create a new line item to associate a different Ad Exchange account with the line item.


Common questions

Can I traffic an Ad Exchange snippet in a Price Priority line item?

This is not recommended. Buyers can detect this sub-standard configuration and bid lower (or not at all), requiring the need for a custom passback solution so Ad Manager can select another line item. This leads to latency and confusion in reporting. Information passed by Ad Manager through Ad Exchange line items to improve ad serving and reporting is also lost.

Do I need to add Ad Exchange tags to my website?

No. Once you traffic AdSense and Ad Exchange line items in Google Ad Manager, the Ad Exchange line items can be delivered through your Google Publisher Tags. There is no need to put separate Ad Exchange tags directly onto your website.

How is page layout affected?

AdSense and Ad Exchange line items delivered through Google Ad Manager aren't aware of other AdSense line items on your webpage. The function that AdSense use to lay out a full page, and to prevent duplicate delivery of a single ad, is disabled by the AdSense in Google Ad Manager feature.

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