In-article and in-feed video ads

Overview of in-article & in-feed video ads

In-article and in-feed video ads appear in editorial content and social feeds. The 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 #in-feed

You can allow VAST video ads to compete with your existing display inventory with in-article and in-feed video ad slots. These formats are available for programmatic and reservation campaigns, and in Open Bidding. They're supported for fixed display ad slots on mobile web, mobile app, and desktop.1

View related Skillshop training course

How in-article and in-feed video ads work

In‑article video ads

Ads with video-only creatives, which appear between paragraphs of editorial content, existing as a standalone branded message.

In‑feed video ads

Ads with video-only creatives, which appear in a social feed, without the additional style assets or configurations that appear in native video ads.

An example of an in‑article video ad.


The same default rendering exists for all in-article and in-feed video ads:

  1. 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.2
  2. 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.
  3. The user has the ability to click for sound, or to replay the ad once it's complete.

30-second auto-play

In-feed and In-article video ads auto-play for up to 30 seconds while in view, or longer if there was user interaction with the video such as tap or unmute. Videos that are significantly longer than 30 seconds are likely to receive fewer completed views. Therefore, advertisers who desire higher completion rates should provide videos that are 30 seconds or less. The maximum recommended video length is 15-30 seconds.

Requirements and limitations

  • Programmatic Guaranteed, Preferred Deals, and mobile reserved inventory allow these formats to serve over both cellular data and Wi-Fi. Indirect 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+).
  • 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) and maintain an aspect ratio that complies with the video publisher policy.


    A request for size 300x600 would not eligible for in-article and in-feed video. Although it meets 256 pixels on both dimensions, it does not comply with our aspect ratio requirement.

    If it were a multi-size request of 300x250, 300x600, and 1000x100, only the 300x250 is eligible to render video in-article and in-feed video. The other two sizes can only receive display banner ads.

    To avoid any serving issues, we suggest the use of standard market sizes that render either 16:9 or 4:3 aspect ratios, such as 640x480 or 640x360.

  [1] Ad slots that allow 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).
  [2] Some browsers do not allow autoplay video. In those instances, the poster image is shown, and requires users to click to play the video.

In-article and in-feed video ads must comply with the video publisher policy.

Frequently asked questions

Expand all  Collapse all

How are in-article and in-feed video different to in-banner video?

Display of these ad formats is controlled by separate opt-in or blocking procedures.

In-article & in-feed video ads are available by default. They can be blocked by turning on the "Block non-in-stream video ads" ad experience control.

To serve in-banner video, you are required to explicitly opt in to the "Allow unknown or minimum platform policy compliance only ads" ad experience control.

The demand pools for these formats are not mutually exclusive. Some video demand is generic and buys across both in-article and in-feed video and in-banner video, but some in-banner video demand may be served as rich media.

While you can report on only in-article and in-feed video, there is currently no way to report on only in-banner video. In-banner video is reported as rich media, but not all rich media is in-banner video.

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 longer and shorter dimensions and maintain an aspect ratio that complies with the video publisher policy.

Commonly-used smaller sizes, such as 300x250 and 320x180, have been allowed 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?

Video ads are allowed for multi-sized requests only for the sizes that are eligible for in-article and in-feed video ads, including the minimum size and accepted aspect ratios.

If it were a multi-size request of 300x250, 300x600, and 1000x100, only the 300x250 is eligible to render video in-article and in-feed video. The other two sizes can only receive display banner ads.

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

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center