Unsupported features

The legacy Ad Exchange for buyers interface uses Google AdWords as its basis. This means that some of the features you'll see in the interface may not be supported for Ad Exchange. For instance, you may be allowed to enter information and even submit ads, but your ads may not run if you use features that are unsupported. The following unsupported features apply to the legacy interface only.


You can use contextual targeting for your campaigns in the form of category targeting. However, you should not use keyword targeting, as this feature is not supported by Ad Exchange.

  • The Keyword Planner tool is not supported.
  • Report types that include metrics on keywords or search query performance don't apply to Ad Exchange.

Ad types

You can only create third-party ads in Ad Exchange. Image ads created via the interface are non-functional.

Ad Exchange buyers tend to set up campaigns for many different advertisers in a single account. So although a visit might be recorded as a conversion, it's possible a conversion that results from one ad view or click won't be attributed to the proper campaign.
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