To further customize how Ad Exchange works with your ads, you can specify ad types and backup ads for targeted inventory.
- Ad types: You can choose to serve both image and text ads or image ads only. For inventory where you want to serve text-only ads, you can create native ads.
- Backup ads: If no targeted ads are available for your page, Google will show a transparent space instead of ads. However, you have the option to enter a URL to display an image or HTML page if Google isn't able to show targeted ads.
We recommend populating your network with widely targeted (run-of-network) House or Ad Exchange line items to avoid unfulfilled impressions.
Set up your ad types and backup ads
- Sign in to Google Ad Manager.
- Click Inventory
Ad Exchange rules
Ad types & backup ads.
- Click the appropriate inventory type sub-tab (for example, Display).
- Create a new style or edit an existing one.
- Name your style and use prioritization to manage how these styles are implemented.
Organize styles assigning the most important ones the highest priority (1 being most important). - Configure the targeting of your inventory.
- For "Ad types," select whether you want to serve:
- Image/rich media & text ads: We recommend this default option to maximize your revenue.
- Image/rich media ads only
- (NOT APPLICABLE to Video, Mobile In-App, or AdX for Games ads) For “Backup ads,” decide what happens if Ad Exchange doesn’t return an ad (no targeted ads are available to serve):
- Show blank space: Recommended if you use Ad Exchange in conjunction with Ad Manager. Ad Manager's logic ensures that if Ad Exchange returns a blank ad to Ad Manager, Ad Manager will select another line item to serve.
Note that dynamic allocation does not take backup ads into account - Show other ads from another URL: Enter a static image or HTML page. Learn more
- Show blank space: Recommended if you use Ad Exchange in conjunction with Ad Manager. Ad Manager's logic ensures that if Ad Exchange returns a blank ad to Ad Manager, Ad Manager will select another line item to serve.
- Click Save.