Changes to Google Ad Manager

There are a number of changes being introduced that help make Ad Manager more consistent and streamline your work. This article covers some of these changes. Also see A new look for Google Ad Manager for general changes across the product.

Orders and proposals

Order and proposal settings

Now Previous

Find order or proposal settings by clicking the gear icon at the top of a details page:


Order and proposal settings are contained within a slide-in panel.

Order and proposal settings were contained under a tab located next to the "Line items" and "Creatives" tabs.

Save orders

Now Previous

You can save orders without a line item but have the option to add a line item by clicking Add line item at the bottom of order details during creation. 

When starting a new order, you were required to included details for a new line item before saving. 

Proposal statuses

The name of two Programmatic Direct statuses have changed to better align with Authorized Buyers. Other Programmatic Direct statuses remain the same. Learn more

Now Previous

 Buyer review requested 

Awaiting buyer

Review requested Awaiting seller

Line items and proposal line items

Ad type

Now Previous

Ad type is a new term that designates the following settings in line items and proposal line items:

and then Standard
and then Master/companion

This is the first selection you need to make now when adding line items or proposal line items.

Making this selection first encourages you to consider the creative your advertiser or buyer needs to run—the central feature of any campaign. Ad type also better aligns with how the creative library is organized. Learn more

These options were selected later in an unnamed section near "Inventory size".


Change ad type

Now Previous

Change ad type by clicking the pencil icon from the details page.

Changing these options occurred in an unnamed section near "Inventory size", often changing other available fields or settings.

Expected creatives

Now Previous

Expected creatives is the name of the new section that lets you enter inventory sizes. 

Adding inventory sizes works the same as before. All the previous features are present. To see features like creative count or creative-level targeting, enter a size.

Inventory sizes were mixed with other settings.

More actions

Now Previous

Select line items or proposal line items on a table to see more actions you can take, such as copying, pausing, or archiving. Learn more


Actions could be applied to selected items from a More action menu just above the table.

Custom targeting

Now Previous

Custom targeting is a top-level targeting type that let's you target:

  • Key-values
  • Audiences
  • CMS metadata (video networks) 

The shortened name better captures the variety of items you can target and simplifies your Ad Manager experience.

You'll find "Custom targeting" in the line item and proposal line item targeting picker and anywhere else you can target items of this kind.

This top-level targeting type was named:

Key-values and Audience

In some networks with video features, this was called:

Key-values, Audience, and CMS metadata


Inventory type

Now Previous

Inventory type identifies the kind inventory or the context in which ad creatives serve. You'll find inventory types in menus, radio selections, or targeting pickers across Ad Manager.

Values you'll be able to select from under "Inventory type" include:

Mobile app
In-stream video

Depending on your network features, you may have other options from which to choose.

You may have seen any one of these terms in Ad Manager or in articles:

Environment type
Request platform
Syndication type
Syndication product

These terms have been unified across the product in the help center under a single term for consistency.

Ad units

Ad unit navigation

Now Previous

To navigate ad units in Ad Manager:

  • Click the name of an ad unit to view its details
  • Click View on the table of ad units under the "Child ad units" column to navigate to lower-level ad units
  • To view Protections where an ad unit was targeted, click View under the "Protections" column

Clicking View to navigate to lower-level ad units automatically adds a filter for the parent of the ad unit.

To go back to the top-level ad unit home page, remove the filter.

The following means were used:

  • Ad unit details were displayed below a series of horizontally-aligned windows, where you selected an ad unit to view its details
  • To find lower-level child ad units, you navigated by clicking through the series of horizontally-aligned windows
  • Protections were viewed under a tab named "Ad exclusions"

Ad unit parent and path

Now Previous

Click the name of an ad unit to view its details:

  • Ad unit parent is shown on the details page for an ad unit
  • Ad unit path is displayed as a breadcrumb just to the right of the ad unit parent
  • Change the parent of a new ad unit by clicking inside the "Parent ad unit" field and searching for a parent

Ad unit path and details were on one page:

  • Ad unit parents was displayed as a breadcrumb just above the details of an ad unit
  • Ad unit path could be viewed from a series of horizontally-aligned windows
  • Designating the parent for a new ad unit required you to first navigate to the desired parent

Ad unit frequency caps

There's a new frequency caps feature for ad units. There are now two different types of frequency caps. The names of these features have been updated to better reflect their usage.

Now Previous

Label frequency caps

Functionality remains exactly the same as before. Learn more

Ad unit frequency caps


Ad unit frequency caps

New feature that limits on the number creatives serve to an ad unit. Learn more

New feature with no previous name


Proposal statuses

Some negotiation statuses for Programmatic Direct were updated for better alignment with Authorized Buyers. Other statuses remain the same. Learn more

Now Previous

Buyer review requested

Awaiting buyer

Review requested Awaiting seller

Creative trafficking

Add creatives

Now Previous

Add creatives via visually distinct cards that better represent each creative type. 

Cards include descriptions in more readable text, indicate supported assets, and provide links to supporting articles in the help center.

Cards available to select from depend on the creative type you're trying to create:

Cards available are filtered based on the creative type required when you add new creatives to a line item. For example, you'll only see video creative types to add to a video line item.

Creative types were shown on a list and were not visually distinct. Their descriptions were in smaller text and did not always indicate supported assets.

Creative library

Now Previous

Creatives are organized in the creative library under Delivery and then Creatives, and then:

Display creatives
and then Standard
and then Master/companion
VAST creatives

This organization better aligns with ad type during line item creation and helps you better find creatives.

Creatives are found under:

  • Display creatives: Display creatives and template-based creatives, including all native video creatives
  • Master/companion: display masters and companions (no VAST video)
  • VAST creatives: video and audio creatives, along with optional companions

"Display creatives" lists master creatives without their companions. These master creatives are also listed under "Master/companion" with their companions.

Creatives were located under Delivery and then Creatives, and then:

  • All creatives
  • Creative sets

Creatives were found under:

  • All creatives: Standard display, masters without reference to their companions, and companions without reference to their  masters.
  • Creative sets: VAST video with or without their optional companions, display masters with their reference to their companions.

Set-top box

Now Previous

Set-top box is a dedicated creative type when adding VAST creatives. 

Set-top box was a setting within VAST video line items.


Creative templates

Kinds of creative templates

Now Previous

There are two kinds of creative templates: 

Standard creative templates: Included in Ad Manager by default. 

Custom creative templates: Created by an administrator or other technical resource in your network. 

In addition, the names of creative template have changed. You can review these below.

Learn more about creative templates:

These templates were previously called: 

System-defined creative templates: Included in Ad Manager by default. 

User-defined creative templates: Created by an administrator or other technical resource in your network. 


Names of standard creative templates

Some names of standard creative templates (previously, "system-defined templates") have changed. New names are simplified and better reflect consistency across Google Ad Manager.

Now Previous
HTML5 animated ad Image animation 1
Image banner with optional third-party tracking Image banner with optional third party tracking
Mobile image carousel Mobile Image Carousel (app and web)
Mobile fixed-position banner Mobile Web Adhesion Banner
Pop-up or pop-under image Pop-up or pop-under window with image content
Pop-up or pop-under ad (third-party hosted) Pop-up or pop-under window with third-party content

1 "Image animation" had been available to select from an initial page when first adding creatives. Now, you can select "HTML5 animated ad" from under the standard creative templates card. "HTML5 animated ad" works the same as "Image animation" and was simply renamed.


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