Structure and control your inventory


URLs identify domains and paths you represent or for which you are authorized to sell ads. URLs specified here can be used in pricing rules, targeted in Private Auctions, and added to publisher profiles to indicate inventory available to buyers in the Marketplace.​

  1. Navigate to Inventory and then URLs.
  2. Click New URL
  3. Enter a URL or path. 
  4. Select an inventory type.
  5. Select a brand type:
    • Branded: The full URL appears for buyers and advertisers.
    • Semi-transparent: Buyers see your domain, but not the subdomain or path, in the bid request.
  6. Click Save.

When you select an existing URL in the table, you can change its status or branding by clicking one of the options above the table.

Select Ad Manager ad units or placements in your targeting

When you set up a protection, you can select the specific ad units and/or placements you want target. Learn about some things to keep in mind when adding targeting to protections.

Custom targeting for third party ad servers

Ad Exchange DOES NOT support custom targeting for third-party ad servers. Instead, custom targeting is defined and managed in Google Ad Manager . Custom targeting allows publishers to pass arbitrary identifiers in display, mobile, video, and games ad requests. These values can be static or generated dynamically by the third party ad server. Once the custom targeting is created in Ad Manager, those values are made available for inventory targeting within rules.

Use cases for ad serving integration

Managing your direct and indirect inventory as a whole is a critical part of a successful sales strategy. Below is a description of ad serving integration into the Inventory Controls system using Ad Manager or third party ad serving.

For all ad servers, all Ad Manager inventory and Ad Exchange tags can be used or updated, as needed. Where applicable, we recommend the use of generic tags. However, generic tags are not always possible. 

Use Ad Manager for your ad serving

Do you use another ad serving solution and want a simple run-of-network (RON) setup?

For a quick and easy implementation using basic functions:

  1. If permitted in your domain setup, create a tag for each domain or use generic tags and URLs (see the steps above).
  2. To figure out how to properly implement Ad Exchange, consult your ad server’s documentation.

Do you use another ad serving solution and want an advanced setup with granular controls?

To take advantage of all the functionality Ad Exchange has to offer:
  1. Create nested tags to mirror your ad server inventory hierarchy
    Nested tags are typically used with ad server macros to invoke the tag within Ad Exchange. Ad server macros are useful for passing important information to the advertiser or third-party ad servers. Learn about how to create a nested tag.
  2. Use URLs to limit the amount of tags to simplify trafficking efforts in your ad server.
  3. (Optional) Backup ads and third-party ad serving 
    If you have an Ad Exchange tag on the page and want to redirect to a third-party ad server for your backup ad, add the "google_alternate_ad_url" parameter to your tag. This parameter redirects the request to the URL you provide when there is no available Ad Exchange bid. Since this parameter is included in the tag, the request can be filled with ad server macros, including the ad size.
Next step: Regulate your content through rules
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