Generate Ad Exchange ad tags

You can generate Ad Exchange ad tags in Ad Manager ad units that represent your Ad Exchange web properties. This allows you to customize ad tags for Ad Exchange without having to manually edit code. These ad tags contain all the information required for an ad request.

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View ad units for Ad Exchange tags

You can use these inventory type-specific ad units (and their children) to create Ad Exchange tags: "Ad Exchange Display," "Ad Exchange Mobile In-App," and "Ad Exchange Video."

  • These default names are editable.
  • The ad unit code is the same as the associated web property code for that inventory type, with "-tag" appended to it (for example, "ca-pub-xxxxxxxx-tag").

Generate Ad Exchange tags

Use the Tag Generator to generate either Google Publisher Tags (GPT) or Ad Exchange tags in these ad units. You can continue to use the Ad Exchange tags on your page or traffic them using a third-party ad server.

  • The type of Ad Exchange tag you can create depends on the inventory type that's associated with the ad unit (for example, you can create an Ad Exchange video tag for an ad unit under the "Video" inventory hierarchy).
  • If an ad unit doesn't have an inventory type, you can only generate a GPT tag for it instead.
  • If generating GPT tags from these ad units, you must first target line items to those ad units for the tags to work.

To generate an Ad Exchange tag:

  1. Sign in to Google Ad Manager.
  2. Click Inventory, then Ad units.
  3. Above the table of existing ad units:
    1. Click Add new filter.
    2. Select Name, then contains, then Ad Exchange.
    3. Click Apply.
  4. From the filtered results, click one of these ad units, which represent your Ad Exchange web properties:
    • Ad Exchange Video
    • Ad Exchange Mobile In-App
    • Ad Exchange Display
  5. Above the ad unit settings, click Tags.
  6. Next to "Select a tag type," keep the default of Ad Exchange Tag and click Continue.
  7. Next to "Inventory unit sizes," make sure only one size appears and click Continue.
  8. Next to "Display," copy the tag and paste it in any webpage or website that complies with our program policies.

By default, ad requests from Ad Exchange ad tags do not match any specific ad unit, including ad units with a specified inventory type. You can optionally limit ad requests to specific ad units as follows:

  • For Display requests:

    Add google_ad_slot="[AD_UNIT_ID]" to the ad tag.


    <script type="text/javascript">
    google_ad_client = "ca-pub-…";
    google_ad_slot = "1234";
    google_ad_width = 300;
    google_ad_height = 600;
    <script type="text/javascript" src="//">

    To find the ad unit ID in Ad Manager, click Inventory, then Ad units, and search for the ad unit name. The ad unit ID is displayed under the ad unit name.

  • For Video and mobile app requests:

    Add slotname=[NETWORK_CODE]/[AD_UNIT_CODE] to the ad request URL.

    Example… &slotname=123/ad-unit-456

    To find the network code in Ad Manager, click Admin, then Global settings, then Network settings. The network code is displayed in the "General settings".

    To find the ad unit code in Ad Manager, click Inventory, then Ad units, and search for the ad unit name. The ad unit code is displayed under the ad unit name.

(Approved European publishers only) Add price floors

European publishers who have been approved for the "Price floors" feature can add two types of floor prices to Ad Exchange tags:

  • Public floor: A price incorporated into the minimum CPM sent to buyers in the bid request.
  • Private floor: A second floor price that may reflect the winning price inclusive of header bidding or any other direct/indirect demand booked in the third-party ad server. This price isn't shared with Ad Exchange buyers.

Once Google receives either of the two floor price parameters:

  • The highest floor Google has (inclusive of the two floors passed here) that is applicable to all bids will be set as the minimum CPM threshold Google uses in the auction.
  • The highest of all public floors Google receives (inclusive of the public floor passed here) will be the floor visible to the buyer.

Submit a request for the "Price floors" feature

  1. Complete and submit this form to prove you're a publisher that meets all of these requirements:
    • Your registered place of business is in the European Economic Area ("EEA") or Switzerland.
    • You use ad servers or SSPs to serve ads to users with an IP address in France.
  2. In up to 14 days, we'll let you know by email if you've been approved.

Add the price floors

After you've been approved for the "Price floors" feature:

  1. Follow the steps to generate an Ad Exchange tag.
  2. Add price floors following the instructions below, depending on the environment.
    • Display
      • Next to "Display," add the following code directly below the google_ad_height line, replacing "123" with the floor prices in micros and your default currency (example of how micros are applied: if your default currency is USD, entering "6000000" is the equivalent of $6.00):
        • google_ad_public_floor=123
        • google_ad_private_floor=123
    • Video
      • Add the pubf and pvtf parameters to the ad tag URL by adding the following code to the end of the URL, replacing "123" with the floor prices in micros and your default currency (example of how micros are applied: if your default currency is USD, entering "6000000" is the equivalent of $6.00).
        • &pubf=123&pvtf=123
      • Note that pubf refers to the public floor and pvtf refers to the private floor.
    • Mobile app
      • Follow the instructions for Android and for iOS.

Turn off the "Price floors" feature

If you've been enabled for the "Price floors" feature and want to turn it off:

  1. Complete and submit this form.
  2. In up to 14 days, we'll let you know by email when the "Price floors" feature has been turned off.

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