Features and guidelines for Programmatic Direct

Learn about supported creative formats and features

Programmatic Direct features are available to all Ad Manager publishers with a mapped Ad Exchanged account. The following restrictions apply to programmatic campaigns:

The following tables list the supported features for Programmatic Direct campaigns:

  • Advertiser provided column: Includes Programmatic Guaranteed line items with a "Creative source" of Advertiser provided and all Preferred Deals.
  • Publisher managed column: Includes Programmatic Guaranteed line items with a "Creative source" of Publisher managed.

Line item level

Feature Advertiser provided Publisher managed
(Display & Video 360 only)
CPM Standard Supported Supported
CPD Sponsorship Supported

Display & Video 360 only

Supported
CPM Sponsorship
 

Supported

Display & Video 360 only

Supported

 

CPC, vCPM, CPA Not supported Not supported
Roadblocks Supported Supported
Creative rotation Not supported Not supported
Video master/companion Supported Supported
Display master/companion Not supported Supported
Multiple, different size creatives per line item Supported Supported
Creative size overrides Supported Supported
Optimized video pods Supported Supported
YouTube cross-sell Supported

Display & Video 360 only

Not supported
Dynamic Ad Insertion Supported Supported
Buyer audience lists Supported Supported
Alcohol ads Supported

If opted in on inventory and network. Note alcohol ads can only be served in certain countries.

Supported

If opted in on inventory and network. Note alcohol ads can only be served in certain countries.

 

Measurement

Feature Advertiser provided Publisher managed
(Display & Video 360 only)
Active View
 
Supported Supported

 

Creative types

Feature Advertiser provided

Publisher managed
(Display & Video 360 only)

Image creatives Supported Supported
Third-party creatives Supported Supported
Custom creatives Not supported Supported
Standard native formats Supported Supported
Custom native formats Not supported Supported
Standard creative templates Not supported Supported
Custom creative templates Not supported Supported
HTML5 creatives Supported Supported
Studio creatives Not supported Not supported
Campaign Manager tag (internal redirect) Not supported Not supported
Video creatives Supported Supported
YouTube-hosted video creatives Supported

Display & Video 360 only

Supported
VAST redirect creatives Supported Supported
Standard native video creatives Supported Supported
Custom native video creatives Not supported Supported
Video overlay creatives Not supported Supported
Set-top box creatives Not supported Supported
Audio creatives Supported Supported
Audio redirect creatives Supported Supported

 

Formats

Feature Advertiser provided Publisher managed
(Display & Video 360 only)
Out-of-page, wallpaper, and expandable creatives
 
Not supported Supported
Ad Manager creative wrappers and templates and creative macros Not supported Supported
Out-stream video (in-feed, in-article, and interstitial) Supported Supported
Rewarded video (app and mobile web) Supported Supported
TrueView video Not supported Not supported

 

MRAID Supported Supported
Interstitial app Supported Supported
Native mobile app interstitials Not supported Supported 
Mobile web interstitials Not supported Supported

 

Protections and unified pricing rules do not apply to Programmatic Direct

Note that, even though the following protections don't apply, EU user consent settings do apply to Programmatic Direct.

Protections
Protections are rules that help you protect your brand by restricting how, where, or which ads can serve on your websites or apps. Protections are always overridden for Programmatic Direct campaigns—with the exception of Protections for cookies and user data and of certain ad technologies such as VPAID. This means that Protection rules won't apply to campaigns negotiated via Programmatic Direct.

Programmatic Direct campaigns are one-to-one, direct sold campaigns on specific inventory. As such, Ad Manager does not apply Protections to ensure the inventory you've negotiated is free to serve as intended.

Unified pricing rules
Unified pricing rules allows you to set pricing for advertisers, brands, or sizes across programmatic demand in the Open Auction. Unified pricing rules similarly do not apply to Programmatic Direct campaigns. Programmatic Direct campaigns are direct sold campaigns with a specific buyer and, therefore, do not fall under rules meant to apply to competing buyers in the Open Auction.

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