Set up in-article or in-feed video ads

Configure your network to display and report on these out-stream formats

You can allow VAST video ads to compete with your existing Ad Exchange display inventory with in-article and in-feed video ad slots. These out-stream formats allow video ads to appear outside of a video player, within the content of a site or app, using only a video asset. No additional ad components or styling is required.

How in-article and in-feed video ads work

In-article video ads appear between paragraphs of editorial content. In-feed video ads appear between items in a feed, like news and social media. They are both out-stream formats supported for fixed display ad slots on both web and apps.*

  • When 50% of the ad unit is visible, the video automatically plays in a muted state and is automatically paused when out of view. An impression is counted on rendering the first frame of the video.**
  • Once the video is finished, the ad unit remains visible with an end card, which displays the last frame of the video and a "Learn more" button which clicks to the advertiser site.
  • The user has the ability to click for sound, or to replay the ad once it's complete.

On mobile reserved inventory, you can choose to serve these formats over both data and Wi-Fi. However, Ad Exchange mobile inventory is limited to Wi-Fi only. 

Mobile web is limited to modern browsers (for example, Chrome 53+ or iOS Safari 10+).

  * Ad slots that enable fixed ad sizes, or a combination of fixed and fluid are supported for in-article and in-feed video ads. However, ad slots with only a fluid size are not supported (the fluid size is supported for native video ads).
** Some browsers do not allow autoplay video. In those instances, the poster image is shown, and requires users to click to play the video.

Allow in-article and in-feed video ads to serve

In-article and in-feed video ads can be served via dynamic allocation and are also available with Open Auction, Preferred Deals, Private Auctions, and Programmatic Guaranteed.

In Ad Manager, in-article and in-feed video ads are blocked from serving by default. You can enable the "Video" ad experience control to allow these ads.

In-article and in-feed video ad requirements and restrictions

Level Requirements
Network
Proposal
  • A "video" inventory type must be selected for proposal line items for Preferred Deals and Programmatic Guaranteed: Mobile in-app out-stream video or Display out-stream video.
Line item
  • A video size must be targeted in the line item (for example, 300x250v).
  • A display line item must be used to serve in-article and in-feed ads to Ad Exchange backfill.
  • Additional constraints may make out-stream ineligible. For example, out-stream is ineligible for ad requests that contain a size of 300x600 because of our aspect ratio constraint. This applies if both the request and line item contain the size and it's a multi-size request.
Rendering
  • All publishers share the same default rendering for in-article and in-feed video ad formats. Click-to-expand ("reflow") functionality, click-to-close functionality, and VPAID are not supported.*
  • Video ad placements for in-article and in-feed video ads must be at least 256 pixels in both their longer and shorter dimensions (with the exception of 300x250 and 320x180, which are also permitted).
Policy

* Out-stream native ads offer custom styles. If your ad requires customization, consider native ads.

Report on in-article and in-feed video ads

You can add the creative technology dimension to your Query Tool reports to identify the type of technology used to serve a creative, such as video.

To report on only the inventory that is eligible to serve in-article and in-feed video:

  1. Create a new query with the "Historical" report type.
  2. Add the Video placements dimension.* 
  3. Add any additional dimensions and metrics. All Video viewership metrics are available.

  4. Click Run.

* The "Video placement" dimension is currently in beta, and may not be enabled for your network. Contact your account manager for more information.


To report on the video creatives that served:

  1. Create a new query using the "Ad Exchange historical" report type.
  2. Apply the following filters to your report:

    • Ad types and then is any of and then Video
    • Products and then is any of and then Display (for display inventory) or Mobile app (for app inventory)
  3. Add any additional dimensions and metrics.
  4. Click Run.

Performance of in-article and in-feed video ad slots is best when highly viewable. Ideally, they should be placed toward the beginning of the article or feed.

Where available, you can use the Active View Average Viewable Time metric to determine performance. Ad slots that report greater than 10 seconds of average viewable time are recommended for in-article and in-feed slots.*

* This metric is not available if you place the ad slot in a cross-domain iframe.

Frequently asked questions

How are in-article and in-feed video different from interstitials and in-banner video?

You can learn more about the creative assets used for all out-stream video ad formats and see where they appear, or review the descriptions from the IAB.

Display of these ad formats is controlled by separate opt-in or blocking procedures. To serve in-article and in-feed, or in-banner video, you are required to explicitly opt in.

The demand pools for these formats are not mutually exclusive. Some video demand is generic and buys across either of these opt-in controls. Some in-banner video demand may be served and reported as rich media.

Video interstitials are available by default and can be blocked using blocking rules to prevent them from serving.

Are in-article and in-feed video ads scaled automatically?

Yes, these ad formats are scaled automatically to best fit within the size of the ad slot. They are allowed to serve if the scaled video ad is at least 256 pixels in their longer and shorter dimensions.

Commonly-used smaller sizes, such as 300x250 and 320x180, have been whitelisted to ensure correct rendering for smaller sized ad units. Contact your account manager for information.

Requests that contain 300x600 are not eligible for out-stream video.

Should in-article and in-feed video ads be prefetched to avoid latency?
In-article and in-feed video ads are shown by default over Wi-Fi connections, where the speed is often faster. To offer the best user experience, you should also prefetch the video ad so it loads when it is likely to be shown or likely to scroll into view.
Can that background color be changed for in-article and in-feed video ads?
Yes, you can add custom code to change the HTML page that makes the ad request.

<div id='div-gpt-ad-123456789-0' style='height:250px; width:320px; background-color:[desired color]>

Does multi-size support in-article and in-feed video formats?

Yes, if all sizes satisfy in-article and in-feed video policy requirement (at least 256 pixels in their longer and shorter dimensions), then video ads are allowed for the request.

Commonly-used smaller sizes, such as 300x250 and 320x180, have been whitelisted to ensure correct rendering for smaller sized ad units. Contact your account manager for information.

Both the rendering and pricing rules use the smallest size in the request, as determined by resolution (width × height).

Do in-article and in-feed video ads work with Open Bidding?

You can request in-article and in-feed video ads from third-party exchanges with Open Bidding.

When you set up a video yield group, you should choose Banner as the ad format, and Web as the inventory type. Target the inventory that you've enabled for out-stream video, and add a yield partner that supports out-stream video demand.

If an ad slot is eligible for out-stream video, Open Bidding requests may contain both video and display. Also, if the buyer is not opted out of bid flattening, exchanges receive separate bid requests for video and display.

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