Structure inventory for mobile

It's important to understand how your app is organized to best decide where ads and what types of ads would be most beneficial. 

Review a guide on the different ways you can structure your ad inventory to best suit your needs. Here are some specific tips for structuring mobile apps inventory.

Create mobile app ad units

It’s helpful to distinguish mobile app inventory from web inventory, as apps are still often treated differently. There are several options:

  • Cross-platform ad units with mobile targeting
    • Size (banner sizes like 320x50, Interstitial)
    • Mobile application ID (App store or Play store app IDs)
    • Device category (smart phone, tablet, and so forth)
    • Operating system (Android, iOS)
  • Cross-platform ad units with key-values specifying app name and/or platform (for example, tablet app or phone app)
  • Mobile app-specific ad units

Line items and creatives

There are many use cases where a regular creative type (like an image) can serve equally to web and app.

For more advanced use cases, like expandable creatives / MRAID or mediation, you might want to distinguish creatives and line items for different apps or operating systems (iOS and Android).


If you’re using Ad Exchange for backfill with Ad Manager, you can leverage your Ad Manager ad units, placements and key values in Ad Exchange for rules and reporting. You don’t need to replicate the inventory structure in Ad Exchange.

Reporting considerations

With the flexibility provided through the targeting widget and reporting dimensions, you can have a powerful inventory structure with minimal ad tags. For example, you could use one tag across your Android and iOS apps for mobile phone, tablet, and multiple sizes.

In reporting, you can add various dimensions to slice data by any of these criteria. Learn more about reporting for Ad Exchange In-app.

For Private Auction deals, you don’t need to create separate tags specifically. You can leverage tags from the current inventory structure. You can use combinations of Ad Manager ad units, placements, and key-values to package inventory for Private Auction deals.

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