Get started checklist for Ad Exchange

Introduction to Ad Exchange

Ad Exchange is an online marketplace where buyers can purchase inventory from multiple participating sellers and publishers can manage multiple buyers to get the highest yield at scale. Learn about the Ad Exchange workflow.

Ad Exchange has been designed to help give you flexible control over your inventory. This inventory management system enables you to create settings for any combination of inventory and bids, and presents an effective, time-saving way to maintain those settings.

“Rules” is the way to configure your inventory. You can select segments of inventory, per buyer or advertiser, and then control pricing, blocking and other configurations (such as backup ads and ad types) that apply to your selections. Here are the different rule types:

Example scenario
Let’s say you want to arrange the following situation:
  • Set up targeted inventory
  • Designate pricing for buyers
  • Set blocking for:
    • General categories
    • Restricted sensitive categories
    • Ad technologies
  • Select text ad style

You would need to create the following rules for your targeted inventory:

  • A pricing rule where publishers may specify minimum CPMs for specific buyers, advertisers or both.
  • A blocking rule that controls general categories.
  • An opt-in rule that allows restricted sensitive categories and ad technologies.
  • An ad styles & backup ads rule where a text ad style is selected.


  • Maximum yield across multiple participating networks by auctioning off each impression to the highest bidder.
    • Ad Exchange uses ad server hierarchies and other dimensions to define pricing segments and configurations within Ad Exchange.
    • Ad Exchange only delivers an impression when Ad Exchange has a higher net (taking into account revenue share) yield.
  • Prevention of channel conflict through the management of how inventory is presented to advertisers.
    • Ad Exchange permits you to offer a piece of inventory at a minimum CPM. Minimum CPMs can be targeted to specific buyers or advertisers.
    • Configure category and ad technology blocks for any inventory segment, large or small.
    • Choose to opt-in to restricted categories and restricted ad technologies.
  • A single payment source. Google collects payments from advertisers and pays the seller. Google may also adjust your earnings if it cannot collect payments from advertisers whose ads were displayed on your Ad Exchange content, including but not limited to sites, mobile apps, and so forth.
  • Run reporting on tag and channel activity as well as find out which rules apply floor prices to winning bids.

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