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.

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.

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

The default is to block the display of in-article and in-feed video ads. You can allow these ads in trafficking by enabling the "Video" ad experience control.

 

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

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 currently supported.*

Out-stream video ads must comply with the out-stream video ad 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.


To report on the video creatives that served to display inventory:

  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
  3. Add any additional dimensions and metrics. All Video viewership metrics are available.
  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, have been whitelisted to ensure correct rendering for smaller sized ad units. Contact your account manager for information.

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, 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).

Was this article helpful?
How can we improve it?