Newsletter

April 15, 2014

Spotlight on new feature

Highlights


Permissioning Data Access For 3rd Party Bidders

AdX has released a new control in the “Account Settings" page in the Marketplace UI that enables buyers  using 3rd party technology for their real-time bidding (“RTB") to opt in to sharing their RTB data with their 3rd party bidders. If you use any 3rd party bidders, we ask that you opt-in to to share your RTB data with them, so that they can directly access your RTB data for the campaigns they manage via the AdX UI.  If you are using your own technology for your real-time bidding, you can ignore this request. In the next few months, AdX will roll out new bidder level reporting and account management systems to make buying on AdX much easier and more effective. However, we can only release these new features if your account has completed the opt-in. For more information, read our Help Center article.

Action: Go to the Account Settings page in your AdX Marketplace UI. Once you have logged in with your AdX login and password and are at the Account Settings page, check the checkbox associated with the bidder level opt-in and then click the Save button to complete your opt-in.

When: The new Account Settings page with the opt-in checkbox is already live. The deadline to complete the opt-in is the end of March, so please follow the steps mentioned above ASAP.

AdX Supports comScore vCE on YouTube.com Inventory

ComScore validated Campaign Essentials (vCE) is an ad-delivery validation and campaign management product. It provides advertisers with campaign reports and insights to verify audience composition, geography, and content quality. AdX buyers can now use comScore vCE with their AdX buying on YouTube.com inventory. Any buyer using vCE must disable any ad blocking, as ad blocking is not allowed. Buyers are also required to declare vCE usage in the BidResponse. Please note that AdX will not issue make goods for any discrepancies and that AdX will not provide any vCE related reporting.

Action: Start using comScore VCE with your AdX buying on YouTube.com inventory with the requirements that you declare use of vCE in the BidResponse and disable ad blocking.

When: AdX buyers can start using comScore vCE with their AdX buying on YouTube.com inventory now.

[REMINDER]: HTML5 Creative Support

AdX fully supports HTML5 creative. Per AdX policies, we do not allow the use of local storage so make sure your HTML5 creatives are not using any local storage.

RTB announcements


To keep up with real-time bidding changes, subscribe to the ad_exchange feed on the Google Ads Developer Blog.

Flash-Less Declaration in Bid Response is No Longer Necessary

AdX buyers no longer need to declare use of flash-less creative when bidding on flash-less inventory as AdX will automatically detect the presence of flash-less creative. Buyers still need to include flash-less creative when bidding on flash-less inventory. If a buyer responds to a flash-less bid request with a flash creative, AdX will detect the presence of flash creative and filter out the Bid Response. Please note that AdX will not detect if a flash-less backup creative is included with a flash creative in a Bid Response and AdX will filter out that Bid Response for including a flash creative.

The Name of the 'encrypted_idfa' Field Has Been Changed to 'encrypted_advertising_id'

AdX has changed the name of the “encrypted_idfa" field to “encrypted_advertising_id" so that the field name reflects that we are able to pass buyers either the IDFA or advertising ID in the BidRequest based on which is available. AdX buyers can continue referring to the original “encrypted_idfa" field name until they download and start using the latest version of the RTB proto. Once a buyer starts using the latest version of the RTB proto, they need to update their bidder to refer to “encrypted_advertising_id" as the new name for that field. See our Help Center documentation for details.

New Field to Identify if Video Player is Embedded

AdX has added a new field to the RTB proto to specify if the video player is embedded or not embedded. The new field is called “is_embedded_offsite" and if true, the video is embedded on pages out of the publisher's domain. See our Developer documentation for details.

UI announcements


19 New Ad Sizes

AdX has launched support for 19 new ad sizes; 88x31, 120x60, 200x446, 220x90, 240x133, 292x30, 300x31, 300x50, 300x100, 300x1050, 320x100, 750x100, 750x200, 750x300, 950x90, 960x90, 970x66, 970x250, and 980x90. Add these new ad sizes to your AdX campaigns to ensure that you have complete coverage and are not missing out on any inventory. Impression volume is growing as more publishers adopt the new sizes.

Help Center Redesign

The AdX Buyer Help Center has been redesigned to make it easier for customers to find the information they need. Please visit the redesigned AdX Buyer Help Center to help answer any questions you have regarding AdX.

Training Updates


Training is for existing AdX buyers only. You must have an AdX login to register for the eLearning and webinars. Click on ‘ Register for Training ’ to register for the following eLearning and webinars:

AdX Fundamentals and Certification Exam - Self-paced e-Learning

In AdX Buyer Fundamentals, you'll learn the key concepts of ad exchanges, dive into the specifics of The Doubleclick Ad Exchange, learn how to create targeted campaigns in AdX, pull useful performance reports and explore real-time bidding and programmatic buying. After this, you will be invited to take a short exam to help you obtain an AdX certificate!

What’s New with AdX? - Webinar

Come learn about AdX, what's changed in the past few months with AdX, as well as the great features that are coming out. The product management and training team will walk you through all the changes that have occurred and how you can take advantage of them to improve your use of AdX.

  • What's New with AdX? - New Tools for Bidding Efficiently (April 24, 2014, 9AM PDT)
  • What's New with AdX? - New RTB Pretargeting UI (June 19, 2014, 10AM PDT)
  • What's New with AdX? - AdX Marketplace (June 25. 2014, 9AM PDT)

archive iconArchives

November 12, 2013

Spotlight on new feature

Highlights


AdX Will Support Android's New advertising ID

AdX will pass Android's new advertising ID through the existing field encrypted_idfa. The advertising ID is a user-specific, unique, resettable ID for advertising, provided by Google Play services for Android devices. It gives users better controls and provides developers with a simple, standard system to continue to monetize their apps. It is an anonymous identifier for advertising purposes and enables users to reset their identifier or opt out of interest-based ads within Google Play apps.

The advertising ID will be encrypted with a scheme identical to that used for IDFA to provide security during RTB transmission.

Action: Each buyer will need to implement decryption code that will decrypt the ciphertext using the encryption key, and verify the integrity bits with the integrity key. The keys are already provided to the buyer during AdX setup and are the same keys that are used with IDFA. See our technical documentation for details.

When: Mid-November

New Geo Signal for Hyperlocal Targeting Data

AdX has improved location targeting for mobile inventory with a new encrypted geofence signal that protects our users' privacy. If publishers pass mobile location data to the Ad Exchange that is more specific than a postal code, AdX will send a hyperlocal targeting signal to buyers in a new encrypted field in the BidRequest: encrypted_hyperlocal_set, representing a geofence around that location. The hyperlocal signal is passed in the BidRequest as 5 coordinates: 4 corners of a geofence polygon and the approximate center point.

Action: Begin learning how to decrypt and de-serialize the Hyperlocal Targeting Signal, see the Hyperlocal Targeting Signal documentation.

When: Available now!

Ensure Your AdX Account Is Associated With A Google Account

AdX will be migrating all AdX user log-ins to Google user accounts in the coming months. In order to continue receiving access to tools such as the AdX RTB Dashboard, Preferred Deals Marketplace, and other exciting future enhancements please ensure that your corporate email address is associated with a Google user account. This also applies to any other team member that assists with your AdX account management.

Action: Create a Google user account by visiting https://accounts.google.com/SignUp and follow the instructions. Once created, please follow these steps to invite your Google user account to your AdX account.

When: As soon as possible.

RTB announcements


To keep up with real-time bidding changes, subscribe to the ad_exchange feed on the Google Ads Developer Blog.

Snippet Filtering Reasons in the Snippet Status Report and the REST API

We have added filtering reasons to the Snippet Status Report and the REST API so that you can now see the top reasons why a creative is filtered. For more details on how you can find the filtering reasons in the Snippet Status Report, see the comments of the SnippetFiltering message in the snippet-status-report.proto file.

Action: To find the filtering reasons in the REST API, see the REST API v1.3 Creatives resource.

When: Available now.

RTB Documentation Available in New Languages on Google Developers Site

We now have RTB documentation available on the Google Developers site in 9 new languages: German, Spanish, French, Japanese, Korean, Portuguese, Russian, Simplified Chinese, and Traditional Chinese.

AdX Buyer Guide for the Holidays

The end of the year is always the busiest time for advertisers, and competition for inventory in Ad Exchange is at its peak. Are you doing everything you can to ensure your campaigns are delivering on time and on budget? To lighten the load this holiday season, optimize your ad serving with these simple steps.

UI announcements


Redesigned AdX Front End Coming Your Way

We are redesigning the AdX front end to give the interface a fresh new look, and to make AdX look more similar to other Google products. We are moving toward a more consistent Google experience, as well as designing for easier account navigation.

The biggest change you will notice will be to the 'Billing,' 'My Account,' (renamed as 'Settings') and 'Help' tabs. They will move from the header navigation bar into a new gear icon on the far right of the new header navigation bar.

Action: No action required.

When: Expect to see the redesigned AdX front end for your AdX account within the next few weeks.

Training updates


Training is for existing AdX buyers only. You must have an AdX login to register for the eLearning and webinars. Click on 'Register for Training' to register for the following eLearning and webinars:

AdX Fundamentals and Certification Exam - Self-paced e-Learning

Want to get AdX certified at your own pace, in the comfort of your own work-station? In AdX Buyer Fundamentals, you'll learn the key concepts of Ad Exchanges, dive into the specifics of The Doubleclick Ad Exchange, learn how to create targeted campaigns in AdX, pull useful performance reports and explore real-time bidding and programmatic buying. After this, you will be invited to take a short exam to help you become AdX certified!

Introduction to AdX Policy Webinar

In this webinar, we'll provide a general overview of Ad Exchange policies, the enforcement process, and Q&A session. We'll also provide a list of policy resources to reference after the event. - Introduction to AdX Policy (11/13/13, 9AM PDT) Register

What's New with RTB?

Come learn about what's changed in the past six months with Real-time bidder, as well as the great features that are coming out. The product management and engineering team will walk you through all the changes that have occurred and how you can take advantage of them to improve your use of RTB. - What's New with RTB? (12/4/13, 9AM PDT) Register

October 11, 2013

Spotlight on new feature

Highlights


[REMINDER] SSL - Upcoming change for 3rd-Party Ad Serving

By the end of the year, all Google owned and operated properties such as YouTube will begin migrating to SSL-enabled ad systems for signed-in users. On YouTube, SSL-enabled inventory represents roughly 35% of overall YouTube traffic. In the near future, Ad Exchange will have full support for Secure Socket Layer (SSL) inventory, encrypted traffic. This release will enable Ad Exchange to support additional inventory types to our clients including web-mail and inventory from logged-in users. To get access to SSL inventory, buyers must have their technology certified as SSL-compliant by the Google certification team.

Full details of the SSL ad serving requirements are available in our Help Center documentation. If you have any questions please reach out to your account team.

[INVENTORY OPPORTUNITY] Webmail inventory on AdX - BETA

Starting in early October, Ad Exchange will allow publishers to sell webmail inventory from Secure Socket Layer (SSL) environments. To be eligible to purchase this new inventory, Ad Exchange buyers must be SSL-certified. For more details please reach out to your Technical Account Manager.

[POLICY] Reminder - Buyers are prohibited from breaking publisher anonymity

Per the Google DoubleClick Ad Exchange Buyer Program Guidelines, all buyers on DoubleClick Ad Exchange are required to respect the anonymity of publishers that choose to make their inventory available by anonymous ID on D oubleClick Ad Exchange. Buyers that break anonymity face suspension from DoubleClick Ad Exchange. If you have any questions please reach out to your Technical Account Manager.

[UPDATE] - Restricted Category - Alcohol ads BETA

Starting on October 15, AdX buyers who have implemented the Creative REST API and can read the Restricted Categories field in the bid request will be eligible to participate in the Alcohol Ads Beta. As a beta participant you will be able to serve alcohol ads and later will be eligible for the gambling ads beta in the near future.

Because of the sensitivity of Restricted Category ads, AdX will be enforcing strict controls to ensure compliance with local laws applicable in the user's and publisher's country. YouTube is one of our initial publisher partners who will allow alcohol ads on portions of their inventory. Before serving any restricted category ads you must update your bidder to the new RTB protocol and work with your Google Technical Account Manager to have your advertisers approved. If you missed our previous policy training sign up for the next AdX training on October 23.

RTB announcements


To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

[UPDATE] Semi-transparent inventory - Top level domain in URL Field

We first announced Semi-transparent inventory in the March newsletter as a way to allow publishers concerned with channel conflict to sell their inventory without revealing their full URL, while still providing buyers a valuable brand signal. Starting today, rather than providing semi-transparent information exclusively in the channel field, we now allow publishers to provide their top level domain in the BidResponse.url field. For additional information see our Help Center documentation or contact your Technical Account Manager.

Available Now - IPv6 support for bidders

Opt in today to receive IPv6 information in BidRequests from DoubleClick Ad Exchange. All IP addresses are truncated by Google to protect user privacy. However, the truncated IPv6 address provides more valuable information such as general geographic region and ISP.

Unless opted in, IPv6 addresses are converted into IPv4 before being shortened to 3 byte strings. Buyers that opt in to receive IPv6 will get the first 6 bytes of IPv6 addresses. Read more about this in our RTB Protocol FAQ. To opt in to receiving IPv6 addresses, contact your Technical Account Manager.

[UPDATE] Selective Callouts - New field is_predicted_to_be_ignored

In the beginning of August, we rolled out a new enhancement to DoubleClick Ad Exchange (AdX) called selective callouts. Selective callouts actively identifies the types of impressions your bidder values and reduces the number of callouts that your bidder is ignoring to increase the number of valued impressions your bidder receives. To help buyers understand the total amount of inventory available we recently added a new field to the BidRequest, is_predicted_to_be_ignored. By multiplying the number of BidRequests that include the is_predicted_to_be_ignored field by 20, a buyer can understand how much inventory is available. If you have any questions reach out to your Technical Account Manager and see our previous newsletter for additional information.

Multi currency support for bidding

To assist buyers who must be billed in their local currency but require BidRequests and BidResponses in a different currency, we developed multi currency support. Multi currency support is available in all ISO 4217 currencies and is available to Parent and Child seats. If you are interested in setting up multiple currencies for your account reach out to your Technical Account Manager for more details.

Mobile and Video announcements


[UPDATE] Flash-Less inventory - Removal of Flash declaration checkbox for third party creatives

In the past, receiving Flash-less inventory from AdX required that buyers uncheck the Flash checkbox in the pre-targeting creative. Starting October 23, Ad Exchange will remove the Flash declaration checkbox from third party creatives and will begin sending all mobile web traffic to buyers. In order to bid on mobile web inventory, buyers need to respond with a Flash-less creative and declare the creative attribute 50 RichMediaCapabilityType: RichMediaCapabilityNonFlash in the creative attribute field.

[REMINDER] YouTube HTML5 Compliance

At the end of October, YouTube will begin to transition of ~40% of desktop traffic from their Flash video player to their HTML5 video player. This means that all VAST creatives will require HTML5 media assets (WebM and MP4) to be eligible for this YouTube traffic. For full details please see our helpcenter documentation or contact your Technical Account Manager if you have any further questions.

Training updates


Training is for existing AdX buyers only. You must have an AdX login to register for the eLearning and webinars. Click on "Register for Training" to register for the following eLearning and webinars:

AdX Fundamentals and Certification Exam -- Self-paced e-Learning

Want to get AdX certified at your own pace, in the comfort of your own work-station? In AdX Buyer Fundamentals, you'll learn the key concepts of Ad Exchanges, dive into the specifics of The Doubleclick Ad Exchange, learn how to create targeted campaigns in AdX, pull useful performance reports and explore real-time budding and programmatic buying. After this, you will be invited to take a short exam to help you become AdX certified!

What's New with AdX?

In these webinars, our Product Managers and Training Specialist will provide you with the latest updates to features within the DoubleClick Ad Exchange, diving into feature overviews and best practices to follow. - Detect & Correct and REST API Updates (10/23/13, 9AM PDT) Register

Introduction to AdX Policy Webinar

In this webinar, we'll provide a general overview of Ad Exchange policies, the enforcement process, and Q&A session. We'll also provide a list of policy resources to reference after the event. - AdX Buyers - Introduction to AdX Policy (11/13/13, 9AM PDT) Register

What's New with RTB?

Come learn about what's changed in the past six months with Real-time bidder, as well as the great features that are coming out. The product management and engineering team will walk you through all the changes that have occurred and how you can take advantage of them to improve your use of RTB. - What's New with RTB? (12/4/13, 9AM PDT) Register

September 5, 2013

Spotlight on new feature

Highlights


[INVENTORY OPPORTUNITY] - Mobile Web

As of July 31, all RTB buyers who are pre-targeting mobile devices are eligible to receive callouts for flash-less mobile website impressions. This is an excellent opportunity to reach audiences across devices including iOS, Android and Windows smartphones and tablets. AdX currently offers 1.3 Billion daily Mobile Web impressions in the US & 4.6 Billion daily Mobile Web impressions globally, with the most common size being the 320x50 ad size.

All AdX mobile website inventory now requires flash-less ads, so to participate in this opportunity be sure your bidder can correctly respond to the following conditions:

  • Non-flash inventory will not have creative attribute 34 RichMediaCapabilityType: RichMediaCapabilityFlash in the excluded attribute field.
  • When responding with flash-less ads, include creative attribute 50 RichMediaCapabilityType: RichMediaCapabilityNonFlash in the creative attribute field.

To learn more about preparing for targeting and creative requirements for mobile web inventory, check out these help center articles:

To access the flash-less inventory for both UI and RTB pretargeting ads, uncheck the Flash Required in the browser or mobile app checkbox. This will also trigger an automated review of the ad which will prevent it from serving or cease callouts for about an hour.

Display Planner for AdX

We recently launched our new inventory discovery tool Display Planner to help you plan your ad campaigns from the ground up. This new version improves on the old tool, and includes new enhancements to make campaign planning easier. Just enter the interests of your customers or your landing page, and Display Planner will generate targeting ideas along with inventory estimates that you can save directly to a new Ad Exchange campaign.

Display Planner can be found on the Tools and Analysis tab of your AdX Account. For more information, see our help center documentation.

Restricted Categories - BETA

In the near future, AdX will begin to allow publishers, with proper controls, to opt-in to allow certain Restricted Categories (alcohol, and later gambling) ads to appear on their pages. AdX will be enforcing strict controls to ensure regional laws are respected in both the user’s and publisher’s country.

As a beta participant, you will be allowed to run alcohol and later gambling ads on AdX. Before serving any restricted category ads you must update your bidder to the new RTB protocol and work with your Google technical account manager to have your advertisers approved.

For full details on the Restricted Categories beta, check out the recording of our latest RTB training and sign-up for the upcoming policy training on September 19th. If you are interested in participating, reach out to your Account Manager today.

RTB announcements


To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

[NEW] AdX Buyer REST API v1.3 - Re-submit creatives on the same ID

On August 26, we released v1.3 of the Ad Exchange Buyer REST API. This release improves the behavior of creative submission by allowing you to resubmit creatives with the same buyer creative ID. If you resubmit a creative with the same ID, the new creative will replace the old and will initiate a new manual review. Additional information about the changes implemented in v1.3 can be found in our release notes and in the reference documentation. More features, such as the support for alcohol with restricted categories, will require using the AdX Buyer API so we recommend that you support it as soon as possible.

[NEW] detected_language code in the BidRequest changed to a repeated field

AdX now passes the detected_language code as a repeated field in the BidRequest, when multiple languages are detected for a single landing page. The order of the languages in the repeated field does not represent any additional data.

[NEW] Selective Callouts

In the beginning of August we rolled out a new enhancement to DoubleClick Ad Exchange (AdX) called selective callouts. Selective callouts was created to improve the quality of callouts sent to your bidder. Based on your account’s previous bidding history, AdX can now actively identify the types of impressions your bidder values and reduce the number of callouts that your bidder is already ignoring. We know that buyers’ campaigns and bidding behaviours can change fairly quickly so this filtering will automatically adapt based on your responses to these queries.

We are excited about the potential that selective callouts has to improve bidder efficiency. By reducing the number of unwanted callouts and increasing the number of valued callouts you receive, this new tool should ensure you have access to the best inventory available on AdX to match your campaigns.

Multi-tier quota allocation - BETA

To give buyers greater control of their BidRequest quota AdX had developed new multi-tier quota controls. The multi-tier quota feature will allow buyers to specify how much quota to send to ad groups of their choosing. For AdX client whose campaigns do not presently require access to all available inventory, this feature will enable them to allocate quota to those ad groups most important to their business.

If you’re interested in joining our group of beta participants, please contact your Technical Account Manager for more details.

[REMINDER] Change to Pixel Match requirements

Starting October 15, Pixel Match responses which do not include the specified google_push value will be dropped. This change will help us improve our latency troubleshooting efforts and improve our pixel match efficiency. Check out the full details in our April newsletter.

[REMINDER] BidResponses must include ad size for multi-size requests

For all bid requests that specify multiple ad sizes, your BidResponse must include the BidResponse.Ad.width and BidResponse.Ad.height fields. Bid responses to multi-size requests that do not include these fields will be dropped from the auction. For full details on this change, see our previous newsletter.

Mobile and Video announcements


[REMINDER] IDFA in the clear

On June 28, AdX began passing the IDFA via RTB to AdX buyers. This provides buyers with a user resettable identifier that allows them to match buyer data about a specific IDFA user to BidRequests received via RTB. To pass IDFA, AdX will use 2 fields, one for a clear IDFA and the other for an MD5 encrypted IDFA. Only one of the fields will be set for a single BidRequest depending upon which IDFA (clear or MD5 hashed) is available. The IDFA in both fields will be encrypted to provide security during RTB transmission.

For more details on this change check out our help center documentation.

Targeting URLs for app inventory

In order to provide richer targeting signals for mobile app inventory, we will start passing the website content URL in the bid_request.url field in the bid request when such a URL is made available by the mobile application publisher. Today, this field includes a URL derived from the app’s ID but, starting November 1 we will stop populating this field with the a derived URL and only include a URL when an app passes a display URL being consumed within the app.

We are likely to see content URLs from apps that display news sites consumed within a mobile application. Currently there is a very small volume of mobile application bid requests with content URLs though the volume is expected to grow later this year.

YouTube HTML5 Compliance

Starting October 1, 2013, YouTube will transition a significant portion of desktop traffic from their Flash video player to their HTML5 video player. This means that all VAST creatives will require HTML5 media assets (WebM and MP4) to be eligible for this YouTube traffic. We have noticed that only a fraction of Ad Exchange video ads are HTML5 compatible and strongly recommend that buyers prepare to serve HTML5 creatives by October 1, 2013.

Upgrading your bidder to serve HTML5 video assets will have additional benefits. The upcoming availability of Mobile In-app and Mobile Web inventory will both require HTML5 video assets. By putting in work upfront you will be prepared for mobile video when it is released. See our help center documentation or contact your Technical Account Manager if you have any further questions.

[REMINDER] HTML5 Policy Compliance

Please note that when responding to Video bid requests, the VAST creative response must include all possible file types including support for HTML5 (WebM, MP4). Per our policy, creatives must include all possible file types or risk being blocked from the AdX auction.

UI announcements


Preferred Deals / Private Auctions Email notifications

A new email field can now be added to deals to allow parties to contact each other more easily. These changes are reflected in help center articles for email notifications for both buyers and sellers. Small changes to flow also apply to offer creation, set display name and email, and view and accept a Private Auction.

Also, remember to check the AdX Deals interface for pending deals. You may be missing out on new publisher opportunities awaiting your response.

[UPDATE] Enhanced Campaigns Automatic Migration is complete

In April, we announced enhanced campaigns on AdX in our monthly newsletter. Today’s consumers are constantly connected and using many different devices, so we developed enhanced campaigns to help you reach them more easily and effectively. In the last few months, we provided notices in email and the AdX interface with links to online resources to help you upgrade before August 8, 2013, the date when campaigns began to automatically upgrade.

If you had one or more campaigns that were not manually upgraded before Aug 8, the AdX system has now upgraded them automatically. To review the campaigns that were auto-upgraded, please visit the upgrade center and follow these steps.

  1. Click View all campaigns in the advanced mode
  2. Click View: all but deleted campaigns in the menu on the left side of the screen
  3. Review campaigns labeled auto-upgraded in the “Migration status” column

We encourage you to log in to your AdX account to review and optimize your settings, like bid adjustments for location, time and device, based on your specific business goals. For more details, tips, and resources on succeeding with enhanced campaigns, please check out our help center articles.

[REMINDER] AdX RTB Dashboard

The new AdX RTB Dashboard found in the AdX Deals UI includes new tools to help your team refine the performance of your bidder. To learn more about the new Dashboard see the full entry in our previous newsletter.

[REMINDER] New Buyside Policies

We have released new Platforms Program Policies that apply to DFA, DFP (including DFP Small Business and DFP Premium), AdX / Admeld, DoubleClick Search and DoubleClick Bid Manager. For the full details of this change see the announcement in our previous newsletter.

[REMINDER] SSL - Upcoming change for 3rd-Party Ad Serving

By the end of the year, all Google owned and operated properties such as YouTube will begin migrating to SSL-enabled ad systems for signed-in users. On YouTube, SSL-enabled inventory represents roughly 35% of overall YouTube traffic. In the near future, Ad Exchange will have full support for Secure Socket Layer (SSL) inventory, encrypted traffic. This release will enable Ad Exchange to support additional inventory types to our clients including web-mail and inventory from logged-in users. To get access to SSL inventory, buyers must have their technology certified as SSL-compliant by the Google certification team.

Full details of the SSL ad serving requirements are available in our Help Center documentation. If you have any questions please reach out to your account team.

Training updates


Training is for existing AdX buyers only. You must have an AdX login to register for the eLearning and webinars. Visit our training page to register for the following eLearning and webinars:

  • AdX Fundamentals - Self-paced
    In AdX Buyer Fundamentals, you'll learn key concepts of DoubleClick Ad Exchange, an auction marketplace that connects the world's online sellers and buyers of display advertising.

  • What’s New with AdX: Policy Updates - 9/18/13 9:00AM PST
    Come learn about what new updates have been made to AdX, as well as the great features that are coming out. The product management and other cross-functional teams will walk you through policy updates and how you can take advantage of them to improve your use of AdX.

July 10, 2013

ANNOUNCEMENTS

AdX RTB Dashboard

The new AdX RTB Dashboard found in the AdX Deals UI includes new tools to help your team refine the performance of your bidder. Did bids win, lose, or were they filtered out before being considered in the auction? New bidding reports reveal if bids were accepted to compete in the Ad Exchange auction and what happened to them in the auction. Is a creative ready to run, was it accepted, rejected? The creative status report provides status information for all your active creatives running on Ad Exchange. If you have any questions, refer to our help center articles or contact your Technical Account Manager for more details.

DoubleClick Ad Exchange Optimization Series - Implementing Best Practices

Check out the latest post in our Optimization Series on the Ads Developer blog. This edition covers everything you need to know about implementing best practices for bidding on AdX. Remember to subscribe to the ad_exchange feed to find out the latest developer news.

New Content on the Google Developers Site

If you missed the previous blog posts in our Optimization Series, you can find them all on the Google Developer Site. Read through the post-filtered bids and disapproved ads sections to ensure you are familiar with the most common reasons your ad creatives do not make it to the AdX auction.

Account Security Best Practices

At Google we take security very seriously, in order to help you stay safe we would like to remind you about account security best practices. We encourage you to take a few minutes to check out the Good to Know site site and watch some of our videos, so you can make the most of the Internet while keeping yourself safe and secure! For more information, please reach out to your Account Manager.

[REMINDER] New Buyside Policies

We have released new Platforms Program Policies that apply to DFA, DFP (including DFP Small Business and DFP Premium), AdX / Admeld, DoubleClick Search and DoubleClick Bid Manager. The Platforms Program Policies do not introduce any new policies for AdX / Admeld clients because the contents of those policies are already covered in the existing Google DoubleClick AdX / Admeld Buyer Program Guidelines and the Google DoubleClick AdX / Admeld Seller Program Guidelines. We have, however, restructured the AdX / Admeld Buyer Program Guidelines and the AdX / Admeld Seller Program Guidelines to incorporate the new Platforms Program Policies.

If you have any questions, please contact your Account Manager.

[REMINDER] SSL - Upcoming change for 3rd-Party Ad Serving

At the end of July, all Google owned and operated properties such as YouTube will begin migrating to SSL-enabled ad systems for signed-in users. On YouTube, SSL-enabled inventory represents roughly 35% of overall YouTube traffic. In the near future, Ad Exchange will have full support for Secure Socket Layer (SSL) inventory, encrypted traffic. This release will enable Ad Exchange to support additional inventory types to our clients including web-mail and inventory from logged in users. To get access to SSL inventory buyers must have their technology certified as SSL compliant by the Google certification team.

Full details of the SSL ad serving requirements are available in our Help Center documentation. If you have any questions please reach out to your account team.

RTB CHANGES - UPDATES FOR ENGINEERS

To keep up with real-time bidding changes, you can also subscribe to the ad_exchange on the Google Ads Developer Blog.

[IMPORTANT] BidResponses must include ad size for multi-size requests

For all bid requests that specify multiple ad sizes, your BidResponse must include the BidResponse.Ad.width and BidResponse.Ad.height fields. Bid responses to multi-size requests that do not include these fields will be dropped from the auction. We expect that about 5% of ad requests will contain multiple ad sizes starting September 24, 2013 as we turn on multi-size dynamic allocation in DFP. We expect this percentage to grow over time.

Although bid responses to single-size bid requests are not required to include the Ad.width and Ad.height fields, we suggest always including them, as a best practice.

[REMINDER] Per-region CSV reports deprecated on July 9, 2013

After July 9, the per-region CSV performance reports will no longer be available for download. See the full details of this change in our previous newsletter.

[REMINDER] Download size increased to 150 kilobytes

We have increased the maximum allowable download size from 50 kb to 150 kb. In addition we are activating automated enforcement for this policy so that ads that exceed 150 kb will be disapproved. See our Help Center documentation for details.

VIDEO CHANGES

HTML5 Compliance

Please note that when responding to Video bid requests, the VAST creative response must include all possible file types including support for HTML5 (webm, mp4). Recently we have seen many snippets returned to AdX with only a small number of the possible media assets. This behavior is not allowed and could be blocked from the AdX auction. Please remember to have all your creatives transcoded in all possible file types and respond to callouts per our policy.

MOBILE CHANGES

Support for High Density ads on HD Devices

High density devices (iOS Retina, Galaxy S4) have more pixels than indicated by the device screen size. For instance, 320x50 slot on the iOS retina can support 640x100 pixels. This allows HD 640x100 sized ads to be displayed in the normal 320x50 banner slots. In order to support this, we built a new field in the bid request that indicates a devices' pixel density: device_pixel_ratio_millis. This field is expressed as the ratio of the actual number of screen pixels to the ad unit size times 1000. As an example, a callout with device_pixel_ratio_millis = 2000 can display a creative twice the indicated ad size.

(Actual # of pixels on device / # of pixels for Ad Unit) X 1000.

Example:

An HD device can support a 640x100 ad in a 320x50 Ad Unit and is indicated by device_pixel_ratio_millis = 2000, which translates as: (640x100 / 320x50) X 1000 = 2000.

Example HD ad HTML snippet where the width and height correspond to the CSS size of the ad:

<img src="https://examplehost.com/HDAdImage640x100.jpg" width="320" height="50">

[REMINDER] Flashless Creative Declaration for Mobile In-App Inventory

All mobile in-app RTB certified buyers MUST indicate that an ad is flash-less in their bid response if they are responding to a mobile app callout. If the correct creative declarations are not present, the bid can be disapproved. See the Help Center documentation or our previous newsletter for more details.

[REMINDER] carrier_name and carrier_country to be removed from bid requests

On June 4, 2013, we have ended official support of the carrier_name and carrier_country fields in the BidRequest. Buyers should adopt the new carrier_id field. Find out more by referring to the March newsletter.

UI CHANGES

[REMINDER] Enhanced Campaigns - BETA

As smartphones and tablets continue to grow in popularity and consumers are seamlessly switching between devices, a new, multi-device world is developing. To help buyers address this shift, AdX is adapting and simplifying our buying process for UI buyers to support Enhanced Campaigns (Beta). For more details, check out our Help Center documentation and our April newsletter.

All existing AdX campaigns will begin to be migrated to Enhanced Campaigns on August 8; we strongly recommend that you understand the upcoming changes and convert the campaigns yourself to ensure that your existing targeting settings are applied.

TRAINING UPDATES

Please click on the title to register and note the event time zones are country specific.

AdX Fundamentals (US) (07/17/13) Register 10AM PST

During this webinar, we'll review: what the Ad Exchange is and how it works, how to navigate the user interface, create campaigns and ad groups, and basic media planning.

What's new with AdX? Policy Updates (US) (07/30/13) Register 11AM PST

Come learn about what new updates have been made to AdX, as well as the great features that are coming out. The product management and other cross functional teams will walk you through policy updates and how you can take advantage of them to improve your use of AdX.

May 20, 2013

ANNOUNCEMENTS

New buyside policies

We have introduced new Platforms Program Policies that apply to DFA, DFP (including DFP Small Business and DFP Premium), AdX / Admeld, DoubleClick Search and DoubleClick Bid Manager. The Platforms Program Policies do not introduce any new policies for AdX / Admeld clients because the contents of those policies are already covered in the existing Google DoubleClick AdX / Admeld Buyer Program Guidelines and the Google DoubleClick AdX / Admeld Seller Program Guidelines. We have, however, restructured the AdX / Admeld Buyer Program Guidelines and the AdX / Admeld Seller Program Guidelines to incorporate the new Platforms Program Policies.

If you have any questions, please contact your Account Manager.

New ad sizes

Ad Exchange has added support for six additional ad sizes: 970x90, 240x400, 980x120, 930x180, 250x360, and 580x400. These ad sizes are available today to all buyers. There is already strong and growing inventory support for these new sizes, particularly in international regions. More information is available in our Help Center documentation.

[REMINDER] SSL - Upcoming change for 3rd-Party ad serving

On May 15, all Google owned and operated properties such as YouTube will be completely migrated to SSL-enabled ad systems for signed-in users. On YouTube, SSL-enabled inventory represents roughly 40% of their overall traffic. In the near future, Ad Exchange will have full support for Secure Socket Layer (SSL) inventory, encrypted traffic. This release will enable Ad Exchange to support additional inventory types to our clients including web-mail and inventory from logged in users. To get access to SSL inventory buyers must have their technology certified as SSL compliant by the Google certification team.

Full details of the SSL ad serving requirements are available in our Help Center documentation. If you have any questions please reach out to your account team.

[REMINDER] Publisher semi-transparent inventory

In the past, publishers concerned with revealing their branded URL information on Ad Exchange would label their inventory anonymous or simply not sell their inventory at all. With semi-transparency, these top brand-conscious publishers now have the ability to sell their inventory without revealing their URL level data while providing buyers a valuable brand signal. This intermediate level of transparency between branded and anonymous will open up new inventory from sensitive publishers and provide buyers new, targetable, top quality brand inventory.

For full details on how to target semi-transparent inventory, see our Help Center documentation or read more about it in our March newsletter.

RTB CHANGES - UPDATES FOR ENGINEERS

To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

Ad Exchange Buyer REST API v1.2

We’re pleased to announce that version 1.2 of the Ad Exchange Buyer REST API is now available. This release provides one of the most requested features - detailed creative disapproval reasons. In addition it provides two new fields, the agencyId field to identify the creative agency that produced the ad, and new min cpm field for Private Auctions.

Full details about all the new features in v1.2 of the Ad Exchange Buyer REST API can be found in our release notes.

Per-region CSV reports to be deprecated on July 9, 2013

After July 9, the per-region CSV performance reports will no longer be available for download. To align reporting with our fixed trading location architecture, at the end of last year we began creating CSV Performance Reports organized by Trading Location. If you are still using regional performance reports we suggest switching to the new locations today.

Google Hosted Match Tables (available now)

Google is now able to host a buyer’s match table between the buyer’s IDs and Google’s cookie IDs. This reduces the infrastructure requirements for our buyers and lays the groundwork for further cookie matching enhancements. Buyers are now able to, in one call, add the user to one or more user lists and set the DoubleClick cookie if it’s missing.

We strongly recommend that you embrace Google hosted cookie match tables. In addition to efficiency and cost savings from switching, you will also be eligible to join our pixel matching beta which on average improves cookie match rates by 20-30%. To be eligible, you must be using Google hosted match tables, so we encourage all AdX RTB buyers to do so as soon as possible.

Download size increased to 150 bytes from 50 bytes

We are increasing the maximum allowable download size from 50 kbytes to 150 kbytes. In addition we are activating automated enforcement for this policy.

Change to Cookie Matching behavior

Starting on May 7, AdX will be changing how the doubleclick.net cookie is set. By default, AdX will set a doubleclick cookie during all cookie match calls. If you do not want AdX to set the doubleclick cookie, please modify your bidder to include the new google_no_sc parameter during cookie matching. To learn more, read about this change in our documentation.

[IMPORTANT REMINDER] Cookie Matching v1 to be deprecated on June 4, 2013

Read more about this change in our Cookie Matching documentation or in the previous newsletter.

[REMINDER] Change to Pixel Match requirements

Starting July 9, Pixel Match responses which do not include the specified google_push value will be dropped. This change will help us improve our latency troubleshooting efforts and improve our pixel match efficiency. Check out the full details in our previous newsletter.

[REMINDER] RTB Protocol UPDATE - New Agency Field in BidResponse

To enable buyers and sellers to create Preferred Deals and Private Auctions for a specific agency, a new field, agency_id, has been added to the BidResponse. We have created a new dictionary file with accepted agencies to implement this new field. To find out more, see our Help Center documentation or reach out to your Technical Account Manager.

[REMINDER] Geo fields replaced by geo_criteria_id

Starting soon, the {country, region, city, metro} fields in the RTB Protocol will no longer be passed in BidRequests. These fields have been replaced with the new geo_criteria_id field. Read more about this important change in our March newsletter or on our developer site.

MOBILE CHANGES

[REMINDER] Geo Targeting for Carrier IP requests

In the near future, we will begin populating Geo fields for Carrier IP ad requests. Previously, Geo data for Carrier IP requests only included country level information. See additional details in the previous newsletter.

[REMINDER] 300x50 Ad Size to be deprecated on May 29, 2013

Starting on May 29th, Ad Exchange will no longer support the 300x50 ad size. Google is in the process of removing all 300x50 mobile inventory from our network (including AdMob and Google Display Network inventory). Going forward the 320x50 ad size will become the mobile optimized banner size available on Ad Exchange.

[REMINDER] Flashless Creative Declaration for Flashless In-App Inventory

On May 29th, mobile in-app RTB certified buyers who are not participating in the mobile web flash-less beta but who want to continue to access flash-less app inventory must indicate that an ad is flash-less in their bid response. See the Help Center documentation or our March newsletter for more details.

[REMINDER] carrier_name and carrier_country to be removed from bid requests

On June 4, 2013, we will be ending support of the carrier_name and carrier_country fields in the BidRequest. Buyers should adopt the new carrier_id field. Find out more by referring to the March newsletter.

UI CHANGES

Declare Multiple Landing Pages and Vendors

In the Ad Exchange UI, you can now declare multiple destination URLs and multiple ad technologies for a single ad. There is a maximum of 50 destination URLs per ad. Keep in mind that changing the destination URL or ad technology for a live ad will trigger a manual re-review, during which time the ad will be unable to serve; for this reason we recommend that you leave your existing ads as-is.

[REMINDER] Enhanced Campaigns - BETA

As smartphones and tablets continue to grow in popularity and consumers are seamlessly switching between devices, a new, multi-device world is developing. To help buyers address this shift, AdX is adapting and simplifying our buying process for UI buyers to support Enhanced Campaigns (Beta). For more details, check out our Help Center documentation and our previous newsletter

TRAINING UPDATES

Please click on the title to register and note the event time zones are country specific.

[New]

What’s New with AdX? - Cookie Matching: Tuesday May 14 | 9AM PST | 12PM EST | 5PM LON

[Reminder]

Third-Party Ad Serving Certification Overview: Wednesday May 15 | 9AM PST | 12PM EST | 5PM LON

April 2, 2013

ANNOUNCEMENTS

[VIDEO] Changes for RTB Pre-targeting Campaigns

To ensure you receive all the available video inventory of a specific duration, we recommend updating your pre-targeting campaigns to include individual placeholder ads for each ad duration you are targeting. (e.g., create a :15s placeholder and a :30s placeholder to receive all :15s and :30s inventory) We recently added a new field to the video sub-message of the bid request to give publishers greater control of the length of ads accepted for their inventory. The new min_ad_duration field corresponds to the minimum duration allowed for a creative in a particular video ad slot and the existing max_ad_duration field corresponds to the maximum duration.

[REMINDER] Publisher semi-transparent inventory

In the past, publishers concerned with revealing their branded URL information on Ad Exchange would label their inventory anonymous or simply not sell their inventory at all. With semi-transparency, these top brand-conscious publishers now have the ability to sell their inventory without revealing their URL level data while providing buyers a valuable brand signal. This intermediate level of transparency between branded and anonymous will open up new inventory from sensitive publishers and provide buyers new, targetable, top quality brand inventory.

For full details on how to target semi-transparent inventory, see our help center documentation or read more about it in our previous newsletter.

RTB CHANGES - UPDATES FOR ENGINEERS

To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

[IMPORTANT] Update seller_network field to be deprecated on April 2, 2013

The seller_network field will be replaced with the new seller_network_id field, which contains an integer corresponding to a network found in the seller-network-ids.txt dictionary file. We will stop setting the seller_network field on April 2, 2013. Please update your bidder to use the new field, particularly to identify inventory from the Google Display Network, which now has a seller_network_id value of 1.

[IMPORTANT] Change to Pixel Match requirements

Starting in mid April, we will be updating our pixel matching specifications to increase the number of pixel match requests we send to your bidder. Previously AdX would append a google_push parameter (with no value) to any Pixel Match requests. Now, AdX will set a random URL-safe string value for the google_push parameter. This value must be returned in the subsequent redirect to Google in order for to complete the cookie matching process. Starting July 9, Pixel Match responses which do not respond with the specified google_push value will be dropped. This change will help us improve our latency troubleshooting efforts and improve our pixel match efficiency.

RTB Protocol UPDATE - New Agency Field in BidResponse

With the growth of programmatic buying, publishers are increasingly looking to sign programmatic deals directly with agencies. To enable buyers and sellers to create Preferred Deals and Private Auctions for a specific agency, a new field, agency_id, has been added to the BidResponse. To implement this new field, we have created a new dictionary file with accepted agencies.

Supporting this field will give buyers more flexibility in their programmatic offerings and help you negotiate more Preferred Deals with publishers looking for buyers with this capability. To find out more, see our Help Center documentation or reach out to your Technical Account Manager.

Google-hosted creatives can no longer be used for RTB

In the past, buyers were able to use Google-hosted creative files for both RTB and UI campaigns. Now RTB buyers can no longer respond with Google-hosted creatives and all Google-hosted creatives sent in the creative_id field via RTB will be discarded. Hosted creatives are still available to UI buyers.

RTB Real-time Feedback - BETA

To facilitate more dynamic bidder strategies, we can provide near real-time auction feedback on why your bid did not win, for example: publisher blocks, creative not approved, or a higher bid. The actual reason will be passed in the BidResponseFeedback sub-message in a subsequent BidRequest and there is a complete list of possible reasons on the developer site. For losing bids that exceeded the specified price floor and used creatives that were not filtered pre-auction, we will pass back the price needed to win the auction. Only buyers that opt-in to disclosing their winning bid data may participate in this limited beta. If you are interested in participating, please contact your Technical Account Manager.

[IMPORTANT REMINDER] Cookie Matching v1 to be deprecated on June 4,2013

Read more about this change in our Cookie Matching documentation or in the previous newsletter.

[IMPORTANT REMINDER] Geo fields replaced by geo_criteria_id Starting on April 17, 2013, the {country, region, city, metro} fields in the RTB Protocol will no longer be passed in BidRequests. These fields have been replaced with the new geo_criteria_id field. Read more about this important change in our previous newsletter or on our developer site.

[REMINDER] Impressions eligible for multiple ad sizes must include Ad Width and Height in the BidResponse

BidResponses returned for multiple ad size requests must include both the BidResponse.Ad.width and BidResponse.Ad.height fields or they will be filtered from the auction. Read more about this important change in our previous newsletter.

[REMINDER] New Formatting for Publisher Settings Files

On April 2, 2013 we will be transitioning from an id field of type bytes to an id field of type fixed64. Find out more by referring to our developer site or the previous newsletter.

MOBILE CHANGES

Mobile Optimized Website Signal

The Mobile optimized website signal is now available and specifies whether the requesting ad unit is located on a page optimized for mobile devices, including smartphones and tablets. A new boolean field is available in the RTB protocol, defined is_mobile_web_optimized. If you have any questions, contact your Technical Account Manager.

Geo Targeting for Carrier IP requests - coming soon

In April, we will begin populating Geo fields for Carrier IP ad requests. Previously, Geo data for Carrier IP requests only included country level information. Now, we will be sending some or all of the same Geo data, available for wifi connected device requests, for Carrier IP requests. Depending on our confidence of the device IP location, we will send data for the following fields: region, city, metro, postal_code, and postal_code_prefix. This feature will also be available for UI pretargeting controls.

Please reach out to your Technical Account Manager if you have any questions about Carrier IP Geo targeting data.

300x50 Ad Size to be deprecated on May 29, 2013

Starting on May 29th, Ad Exchange will no longer support the 300x50 ad size. Google is in the process of removing all 300x50 mobile inventory from our network (including AdMob and Google Display Network inventory). Going forward the 320x50 ad size will become the mobile optimized banner size available on Ad Exchange.

[REMINDER] Flashless Creative Declaration for Flashless In-App Inventory

On May 29th, mobile in-app RTB certified buyers who are not participating in the mobile web flash-less beta but who want to continue to access flash-less app inventory must indicate that an ad is flash-less in their bid response. Check out our previous newsletter for more details.

[REMINDER] carrier_name and carrier_country to be removed from bid requests

On June 4, 2013, we will be ending support of the carrier_name and carrier_country fields in the BidRequest. Buyers should adopt the new carrier_id field. Find out more by referring to the previous newsletter.

UI CHANGES

[IMPORTANT] - NEW BUYER UI CONTROL

As stated in the AdX Buyer Guidelines, buyers may consent to disclose their bid data to sellers. To facilitate this, Buyers now have the ability to opt-out of revealing their bid data to publishers as well as other buyers from within the UI. The opt-out setting is available in the UI by visiting this URL: https://www.google.com/adxbuyer/uploader/ and:

  1. Select the Deal tab.
  2. Once inside the Deals tab, click on the "gear" icon on the far right to access your account settings.
  3. Uncheck (or check) the Disclose bid data to publishers and other buyers on AdX box to opt-out or in of revealing your bid data to publishers.
  4. Click Save. Changes to this setting will take effect almost immediately.

Enhanced Campaigns - BETA

As smartphones and tablets continue to grow in popularity and consumers are seamlessly switching between devices, a new, multi-device world is developing. To help buyers address this shift, AdX is adapting and simplifying our buying process for UI buyers to support Enhanced Campaigns (Beta). Enhanced campaigns allow buyers to set up one campaign to buy across all screens and provide the ability to modify bids based on location or mobile specific targeting. Instead of creating multiple campaigns to target different mobile devices, now one campaign will be able to show the right creative based on user context and device capabilities.

Over the next few weeks, AdX will begin rolling out enhanced campaigns to our buyers. During the Beta period, buyers will be able to create new campaigns as enhanced campaigns, and we’ll provide a tool to migrate existing campaigns to enhanced campaigns. At the end of Q2, all existing campaigns will be automatically migrated to enhanced campaigns. We strongly encourage you to begin using enhanced campaigns to familiarize yourself with the new bidding controls on your new and existing campaigns. To find out more, see our Help Center documentation or reach out to your Technical Account Manager.

TRAINING UPDATES

Please click on the title to register and note the event time zones are country specific.

Private Auctions & First Party Data: Come learn about AdX's new private auction offering and the availability of first party data in the exchange. The product management team will walk you through these updates and how you can take advantage of them.

Private Auctions & First Party Data (Europe-Friendly) Tuesday April 16 | 2PM LON | 3PM PAR | 9AM EST

Private Auctions & First Party Data (NA-Friendly) Tuesday April 16 | 11AM PST | 1PM CST | 2PM EST

What’s New with AdX? - Mobile & Video Webinar Come learn about what new updates have been made to AdX, as well as the great features that are coming out. The product management and other cross functional teams will walk you through Mobile and Video and how you can take advantage of them to improve your use of AdX. Thursday April 25 | 9AM PST | 12PM EST | 5PM LON

[Reminder]

AdX Fundamentals Webinar Wednesday May 1 | 10AM PST | 12PM CST | 1PM EST

Third-Party Ad Serving Certification Overview Wednesday May 15 | 9AM PST | 12PM EST | 5PM LON

March 11, 2013

ANNOUNCEMENTS

DoubleClick Ad Exchange Optimization Series – Disapproved Ads

Check out the newest post in our Optimization Series on the Ads Developer blog covering everything you need to know about handling disapproved ads. Remember to subscribe to the ad_exchange feed to find out the latest developer news.

[NEW] Market View inventory tool

Market View is an analytics tool that provides unprecedented visibility into the billions of transactions occurring across the Ad Exchange platform on a daily basis. Unlike your account’s core reporting functions, Market View covers the entire exchange to provide you a snapshot of volume and relative pricing by geography, ad size, content categories, and other valuable dimensions.

To start using the market view tool, log in to the marketplace UI at https://www.google.com/adxbuyer/uploader. If you have any questions about this new analytics tool, visit our help center, sign up for our upcoming training session below, or contact your Account Manager.

[NEW] Publisher semi-transparent inventory

In the past, publishers concerned with revealing their branded URL information on Ad Exchange would label their inventory anonymous or simply not sell their inventory at all. With semi-transparency, these top brand-conscious publishers now have the ability to sell their inventory without revealing their URL level data while providing buyers a valuable brand signal.

Semi-transparency allows publishers to send brand signals such as publisher name, publisher ID, and channel without including the landing page URL. This intermediate level of transparency between branded and anonymous will open up new inventory from sensitive publishers and provide buyers new, targetable, top quality brand inventory. Brand conscious publishers are starting to adjust their inventory classifications from anonymous to semi-transparent and we’ll let you know when new semi-transparent inventory becomes available on AdX.

RTB buyers may find this new higher-quality inventory on AdX by targeting the branding information publishers provide in the existing targetable_channel field. In the past, this field displayed simple channel information such as sports. Now the targetable_channel field will be passed in the following format: pack-semi-<pub name>::<channel name> where publishers can include additional branding information. The same sports channel can now appear as pack-semi-XYZ::Sports where XYZ is the publisher’s brand name. UI Buyers can find semi-transparent inventory via the Placement Tool and should adjust their campaign targeting settings to include the targetable_channel field.

For full details on how to target semi-transparent inventory, see our help center documentation and if you have any questions contact your Account Manager.

RTB CHANGES - UPDATES FOR ENGINEERS

To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

[IMPORTANT] Cookie Matching v1 to be deprecated

Starting June 4, 2013, we will no longer support Cookie Matching V1. To better serve our buyers, we built more advanced features, such as Hosted Match Tables, into our Cookie Matching v2 API. If you have not done so already, we strongly recommend that all buyers upgrade to the new version of Cookie Matching as soon as possible.

To help you make the switch to v2, we’ve created a well documented process available in our help center and your Technical Account Manager can answer any questions.

[IMPORTANT] Update seller_network_id change

If you buy inventory by targeting using the seller_network_id field, please note that we have made changes to some of the IDs in the seller-network-ids.txt file. These changes were the result of a one time re-indexing of the IDs and the existing mappings will be persistent and subsequent publisher additions will be appended to the end of the file. Please note that the Google Display Network (GDN) seller_network_id has changed from 0 to 1.

Please download the most recent dictionary file of seller network id’s to ensure that you are properly targeting GDN and other publisher networks on AdX. If you have any questions, please contact your Account Manager.

[IMPORTANT] Impressions eligible for multiple ad sizes must include Ad Width and Height in the BidResponse

Publishers are increasingly accepting multiple ad sizes for individual ad slots. These impressions include multiple sizes in the BidRequest.AdSlot field and require the BidResponse.Ad.width and BidResponse.Ad.height fields to be returned in corresponding BidResponses. Bid Responses made in response to requests containing multiple Ad sizes must include these fields or else they will be automatically filtered from the auction.

Currently multiple ad size bid requests are only available to buyers passing the BidResponse.Ad.width and BidResponse.Ad.height fields in their BidResponse. This accounts for 3% of available impressions and will increase in Q2 as more inventory becomes available from our DoubleClick for Publishers clients. We will soon be creating a whitelist to make this inventory available only to buyers who set the ad size in response to multiple ad size bid requests. If your bidder is not currently returning BidResponse.Ad.width and BidResponse.Ad.height fields in your BidResponses, you are encouraged to start doing so to be eligible for such inventory. Please contact your Account Manager for more details on how to join the white list.

[IMPORTANT REMINDER] SSL - Upcoming Change for 3rd Party Ad Serving

We are excited to start support for Secure Socket Layer (SSL) encrypted traffic, which will allow DoubleClick Ad Exchange (AdX) to start offering additional inventory types to our clients, including webmail and other inventory from logged-in users. SSL inventory is unique in that all subsequent calls to 3rd parties after the initial ad request must also be SSL-based or the browser will display a warning to the user. In order to ensure a seamless consumer experience across AdX, we are introducing a new SSL certification to confirm all buyer technologies are SSL compliant.

As we mentioned at the end of October last year, the first source of SSL inventory on AdX will come from signed-in users of Google owned and operated properties such as YouTube. Currently, only a small percentage of YouTube inventory is SSL-enabled, but in May 2013 this volume will ramp up to all signed-in YouTube users, totalling about 40% of YouTube traffic. The supply of SSL inventory on AdX will continue to grow this year as we add new inventory from webmail and other secure environments.

SSL inventory will only be available to buyers certified as SSL compliant by the Google certification team. Don’t miss out on this opportunity--start implementing SSL on your RTB and 3rd party ad serving platform as soon as possible.

RTB buyers do not need to use separate buyer_creative_id for the SSL and non-SSL snippets. See our help center documentation for additional details.

[REMINDER] New Formatting for Publisher Settings Files

We recently made a change to the format of our Publisher Settings Files (PSF’s) to make processing them easier. The new format splits the PSF into two 9MB files and reduces the overall file size by 60%.

In addition, we will be transitioning from an id field of type bytes to an id field of type fixed64. Currently both fields are being provided but as of April 2, 2013 only the fixed64 id field will be filled.

PSF’s provide buyers with information about individual publisher inventory requirements to help their bidders make better decisions. The PSF’s include data such as: allowed ad technologies, excluded categories, and blocked landing pages. Please contact your Technical Account Manager with questions or refer to our help center documentation.

[RTB Protocol] ROADMAP PLANNING - New Agency Field in BidResponse coming in March

With the growth of programmatic buying, publishers are increasingly looking to sign programmatic deals directly with agencies. To enable buyers and sellers to create Preferred Deals segmented by specific buyer/agency/advertiser, a new Agency field will be added to the BidResponse. The ability to create Agency specific deals gives buyers more flexibility with programmatic buying on AdX by reducing spending conflicts with other advertisers and agencies on their account.

We believe that this is an important change and one that requires some development work so we’re making this announcement to give you sufficient time to plan for the necessary modifications to your bidders. We will begin accepting this field at the end of March and it will be available in Preferred Deals later in Q2. Supporting this field will give buyers more flexibility in their programmatic offerings and help you negotiate more Preferred Deals with publishers looking for buyers with this capability.

Once available, you’ll be able to fill in the Agency field at the time of creative submission or in the BidResponse. Stay tuned for more details on how to implement the new Agency field and reach out to your Account Manager if you have any questions.

Cookie matching macros now available

Now you have the option to configure your cookie matching URLs with one or more macros to determine the order and location in which cookie matching parameters are added to the URL. By using these macros you have more flexibility and control for cookie matching. Please read our developers page to learn more about the new macros and how to use them.

MOBILE CHANGES

[MOBILE] Javascript Snippet Support for In-App Inventory

As of today, certified buyers who are opted in to the In-App Mobile Beta can traffic Javascript snippets for in-application callouts. To be accepted, Javascript snippets can only return static image creatives. MRAID rich media ads in this format are permitted only if the buyer is concurrently participating in the AdX MRAID Beta. If you are trafficking Javascript MRAID ads please follow the guidelines in our help center. No other creative formats are allowed at this time.

[MOBILE] Mobile Optimized Website Signal

Launching in the next couple weeks, we are extremely excited to announce the inclusion of a Mobile Optimized Website indicator in our bid requests. This signal will specify whether the requesting ad unit is located on a page optimized for mobile devices, including smartphones and tablets. Starting today, a new boolean field is available in the RTB protocol, defined is_mobile_web_optimized. If you have any questions contact your Technical Account Manager.

[MOBILE] Flash-less Creative Declaration for Flash-less In-App Inventory

Starting in April, mobile in-app RTB certified buyers who are not participating in the mobile web flash-less beta but who want to continue to access flash-less app inventory must indicate that an ad is flash-less by adding the creative attribute RichMediaCapabilityType: RichMediaCapabilityNonFlash to their bid response. This means, creatives targeting mobile devices must include the flash-less attribute to be accepted for flash-less in-app inventory. Please see line 6 on our targeting flash-less inventory help center article for more details.

[MOBILE] carrier_name and carrier_country to be removed from bid requests

Starting in April, we will be ending support of the carrier_name and carrier_country fields in the BidRequest and introducing a new carrier_id field. This new field will be a more reliable and accurate representation of Carrier Names and will remain persistent even if the carrier changes their name through a rebranding, acquisition or other events. RTB customers currently depending on these fields are strongly encouraged to update their RTB logic to rely on carrier ID instead. If you have any questions contact your Technical Account Manager.

[MOBILE] New App Category Targeting BETA

Starting on March 12, select RTB buyers will be able to target Mobile App inventory based upon marketplace (Play, iTunes) specified categories. This will allow buyers to bulk target specific genres of applications more efficiently using pre-targeting RTB campaigns.

Read more details in our help center article and let your Technical Account Manager know if you would like to be considered for the beta trial.

[UPDATE, MOBILE] MRAID Creatives BETA

We’re excited to announce a limited beta for MRAID 1.0 creatives including banners, expandables and interstitials for in-application traffic. This is an exciting opportunity as it provides buyers the opportunity to create and deploy more engaging ads to all mobile users on Ad Exchange. Read more details in our help center article and let your Technical Account Manager know if you would like to be considered for the beta trial.

UI CHANGES

[MOBILE] New App Category Targeting BETA

Starting on March 12, buyers opted into the In-App Mobile beta will be able to pre-target Mobile App inventory based upon marketplace (Play, iTunes) specified categories. This will allow buyers to bulk target specific genres of applications more efficiently.

Visit our help center article for full details.

TRAINING UPDATES

Please note the event time zones are country specific.

AdX Market View for Buyers: In this webinar we will present our new Ad Exchange Market View analytics tool. This tool gives buyers an aggregated view of inventory data across AdX publishers. We’ll go over what data sets you are able to see and do a demo of the new functionality.

Wednesday, March 13 | 9AM PST | 12PM EST | 5PM GMT Click to register for “AdX Market View for Buyers”

AdX Fundamentals for Buyers: During this webinar, we'll review: what the Ad Exchange is and how it works, how to navigate the user interface and create campaigns and ad groups and basic media planning.

Wednesday, May 1 | 10AM PST | 12PM CST | 1PM EST Click to register for “AdX Fundamentals Webinar for Buyers”

AdX Third-Party Ad Serving Certification Overview: During this webinar, we'll review: what is third-party ad serving certification, why it is required on Ad Exchange and how it works. Will also review what the process and requirements are to become certified.

Wednesday, May 15 | 9AM PST | 12PM EST | 5PM GMT Click to register for “AdX Third-Party Ad Serving Certification Overview

December 13, 2012

ANNOUNCEMENTS

[LAUNCH] DoubleClick Ad Exchange Optimization Series
Maintaining a healthy, successful Real-time bidder is a challenging task. So, to support the AdX developer community, we’re launching the DoubleClick Ad Exchange Optimization Series on the Google Ads Developer blog. In the series, we’ll be sharing updates, best practices and optimization tips to support engineering teams as they maintain and continue to evolve their proprietary bidding technologies.

Check out the first post in the series covering post-filtered bids and subscribe to the ad_exchange feed to find out the latest developer news.

Holiday Service Coverage
With the upcoming holiday season please be aware of the following Google holiday schedule. The U.S. Google offices will be closed on the following days:

  • Monday December 24th
  • Tuesday December 25th
  • Monday December 31st
  • Tuesday January 1st

Please note that as with all holidays and weekends, our U.S. support teams will continue to provide service for emergencies like UI outages or major drops in RTB traffic.

RTB CHANGES - UPDATES FOR ENGINEERS
To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

New Formatting for Publisher Settings Files
We recently made a change to the format of our Publisher Settings Files (PSF’s) to make processing them easier. The new format splits the PSF into two 9MB files and reduces the overall file size by 60%.

PSF’s provide buyers information about individual publisher inventory requirements such as: allowed ad technologies, excluded categories, and blocked landing pages enabling your bidder to make better decisions. Please contact your Technical Account Manager with questions or refer to our help center documentation.

CSV Reports Now Organized by Trading Location
To align reporting with our fixed trading location architecture, the CSV Performance Reports are now available, organized by Trading Location instead of by data center. The old CSV Performance Reports (organized by data center) will be available until the end of Q1 2013, after which only the Trading Location organized CSV Performance Reports will be provided.

[IMPORTANT] Ad Width and Height must be included for multiple ad size bid requests
For all bid requests that contain multiple ad sizes, your BidResponse must include the BidResponse.Ad.width and BidResponse.Ad.height fields. Bid responses to requests with multiple Ad sizes that do not include these fields will be dropped from the auction.

Although bid requests with a single ad size in the BidRequest.AdSlot do not need to include the Ad.width and Ad.height fields, we suggest always declaring the Ad Size as a best practice. In 2013, there will be an increasing volume of multi-size BidRequests, including inventory that is currently single-sized.

[IMPORTANT REMINDER] SSL - Upcoming Change for 3rd Party Ad Serving
We value our partnership and want to notify you of an important upcoming change for third party ad serving (3PAS) to Google’s owned and operated properties, including YouTube.

To ensure stronger security and privacy for our users, all ads, whether display or in-stream video, that are served to signed-in Google users must be Secure Socket Layer (SSL) compliant no later than January 15, 2013. After this date, the amount of inventory available on Google properties to non-SSL compliant buyers will be limited.

Visit the Google Ads Developer Blog for a detailed summary of this change.

[RTB Protocol] ROADMAP PLANNING - New Agency Field in BidResponse coming in Q1
With the growth of programmatic buying, publishers are increasingly looking to sign deals directly with agencies. To allow buyers and sellers to create Preferred deals with specific buyer/agency/advertiser segmentation a new Agency field will be added to the BidResponse. The ability to create Agency specific deals, gives buyers more flexibility with programmatic buying on AdX by reducing spending conflicts with other advertisers and agencies on their account.

We believe that this is an important change and one that requires some development work, so we’re making this announcement to give your engineering teams significant time to make the necessary modifications to your bidders. We will begin accepting this new field starting in January 2013 and will require the Agency classification starting in Q2 2013.

More details about this change can be found in our recent RTB webinar. Stay tuned for additional details coming soon.

[CREATIVE API] New List Functionality
To make checking the status of your creatives more efficient, we’ve added a list function to the Creative API. Now you can pull the status of multiple creatives at once to ensure you are bidding with approved ads. For implementation details, see our documentation here.

[MOBILE] New Device description fields in BidRequest
AdX Mobile now provides a set of fields in the BidRequest to better describe mobile handset information. These new fields include OS Version, Brand and Model and make it easier for buyers to identify mobile attributes in the BidRequest and target specific impressions that fit their campaign criteria. Please see the latest realtime-bidder-protocol file for these changes. OS, Brand and Model targeting tools for User Interface buyers are under development and will be released in Q1 2013.

[MOBILE] New App Category IDs in BidRequest
AdX Mobile now passes the application category ID for all in-app traffic. This new field corresponds to the marketplace (Play, iTunes) specified categories to help buyers bulk target specific genre’s of applications more efficiently. Please see the latest realtime-bidder-protocol file for this update.

[MOBILE] MRAID Creatives Beta
In early Q1 2013, we will launch a limited beta for MRAID 1.0 creatives including banners, expandables and interstitials for in-application traffic. This is an exciting opportunity as it provides buyers the opportunity to create and deploy more engaging ads to all mobile users on Ad Exchange. Please let your Technical Account Manager know if you would like to be considered for the beta trial.

UI CHANGES

[NEW] Preferred Deal Reporting
To help buyers understand the performance of their Preferred Deals, we’ve added a reporting tool to the Preferred Deals UI. This report displays the metrics about offers, negotiations, deals, and deal-specific performance, such as daily impressions and spend over a selected date range. Read the help center article to learn more about these new reports.

[NEW] Reach Estimation Widget
User interface buyers can now access a new reach estimation widget on the Display Network Tab. The widget shows an estimate of the number of potential impressions available based on the targeting criteria the buyer entered on the page.

Please note: this tool provides an estimate of the amount of traffic available for bidding, and does not guarantee the buyer will win all the impressions shown. Impression volume is based on all available inventory from Google Display Network and AdX publishers.

Estimates include the following but are not limited to: campaign and adgroup level targeting, such as location, language, devices, ad scheduling, placements, topics, and audiences (e.g., age, gender, remarketing for lists of ~3000+, interest categories, and custom combinations).

Estimates do not include: budget, bid, quality score, keywords, ad formats & sizes, category exclusions, advanced location targeting by radius.

[MOBILE] New App Category targeting
Mobile App Category targeting based upon marketplace (Play, iTunes) specified categories to help buyers bulk target specific genre’s of applications more efficiently, will also be rolling out soon. These categories will be targetable for UI buys as well as for pre-targeting for RTB campaigns. We will be doing a limited beta launch next week followed by a full launch early Q1 2013.

Visit our help center article for full details.

[MOBILE] 320x50 Mobile Web Creatives
As of today, AdX user interface and RTB buyers can traffic 320x50 Mobile Web creatives. All the features and functionality for Display Ad Units are available for this new Mobile ad size and can be used to create 320x50 leaderboards for high end devices.

Please note: this feature only applies to Mobile Web inventory. To access AdX Mobile In-App inventory, please reach out to your salesperson for more information on the certification process.

For more details about this new ad size, read our help center article. If you have issues setting up this new Ad Size or have any other questions, please contact your Technical Account Manager.

TRAINING UPDATES

We hosted several webinar trainings over the last couple of months. If you missed any of them and want to catch up on the latest info, you can access the pre-recorded versions below.

AdX Fundamentals webinar: This is for buyers new to Ad Exchange. We review how the exchange works, including how to navigate the user interface, create campaigns and manage ad groups, as well as basic media planning, policy, and optimization tips.

AdX Policy webinar: In this webinar, we provide a general overview of Ad Exchange policies, the enforcement process, and do a Q&A session.

What’s New with RTB? webinar: Here we discuss what's changed in the past six months with Real-time bidder, as well as some great new features that are coming soon. The product management team walks through all the changes and how you can take advantage of them to improve your use of RTB.

October 15, 2012

RTB CHANGES - UPDATES FOR ENGINEERS

To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

RTB Protocol Change
Starting on April 2, 2013, the {country, region, city, metro} fields in the RTB Protocol will no longer be passed in BidRequests. These fields will replaced with the new geo_criteria_id field, which is a persistent ID representing geographic locations that can be found in the Targets Table at our developers site here. If you have any questions, please contact your Technical Account Manager.

[UPDATE] Video BETA: AdSense for Games inventory
Video inventory from AdSense for Games publishers is available on Ad Exchange. For AdSense for Games inventory, the Video.inventory_type field in the BidRequest will be set to the following values each of the three supported types of video inventory: web_video, games, and mobile_interstitial. Full details can be found in the RTB protocol.

[ACTION REQUIRED] Migration from seller_network to seller_network_id
The seller_network field will be replaced with the new seller_network_id field, which contains an integer corresponding to a network found in the seller-network-ids.txt dictionary file here. We will stop setting the seller_network field on April 2, 2013.

Please update your bidder to use the new field, particularly to identify inventory from the Google Display Network.

[Action Required] Respond with ad size to BidRequests with multiple ad sizes
Ad Exchange now allows publishers to enable ad units that support multiple ad sizes (such as both 300x250 and 300x600). Going forward, responses to multiple ad size BidRequests that omit the ad_width and ad_height fields will be dropped from the auction. Depending on the current state of your implementation this may require bidder modification to ensure that the ad_width and ad_height fields are included when responding to multiple ad size BidRequests.

[UPDATE] Mobile BETA - Flashless ad groups for Mobile Web
If you are currently buying Mobile inventory from Ad Exchange with third-party ad serving (3PAS), you can now access valuable additional inventory, including tablet and smartphone inventory, by using Flashless ad groups. To access this inventory, you must declare that your ad unit does not require Flash support (note: all new 3PAS Ad Units will be marked by default as requiring Flash). If our automated checks find that ad units marked as Flashless are returning flash formats, the snippets will be disabled and you will receive violation notices.

Technical Notes
How can your bidder detect if an impression allows Flash?

  • Flashless inventory will only be sent to flashless ad groups, and the ad group ID will be included in the BidRequest
  • In the BidRequest, you should examine the repeated excluded_attribute field.
    • A Flashless impression will have a value of 34 = RichMediaCapabilityType: RichMediaCapabilityFlash
    • potential excluded_attribute values are listed in creative-attributes.txt
How can I set my 3PAS Ad Unit to Flashless in the UI?
  • In the Ad Creation process (see Campaigns Tab > Ads > create new Third party ad), please uncheck the box next to the Flash requirement (it will be checked by default).

This functionality is currently in limited beta. If you are interested or have any questions, please contact your Technical Account Manager.

UPCOMING TRAINING EVENTS

We are excited to announce webinars to kickstart Q4. Please note the event time since both U.S. and Europe time zones are listed.

Webinar: AdX Fundamentals
For those new to Ad Exchange, we will review how the exchange works, including how to navigate the user interface, create campaigns and manage ad groups, as well as basic media planning, policy, and optimization tips.

Wednesday, October 24 | 10-12 PST / 1-2 EST
Click to register for “AdX Fundamentals”

Webinar: AdX Policy
In this webinar, we'll provide a general overview of Ad Exchange policies, the enforcement process, and do a Q&A. We'll also provide a list of policy resources to reference after the event.

Thursday, November 1 | 11-12 PST / 2-3 EST
Click to register for “AdX - Policy Webinar” (US)

Thursday, November 1 | 11-12 EST / 3-4 GMT
Click to register for “AdX - Policy Webinar” (Europe)

Webinar: What’s new with Real-time bidding?
Come learn about what's changed in the past six months with Real-time bidder, as well as the great features that are coming out. The product management and engineering team will walk you through all the changes and how you can take advantage of them to improve your use of RTB. They will be fielding questions, so be sure to come and learn more about RTB.

Monday, November 5 | 11-12 PST / 2-3 EST
Click to register for “What’s new with Real-time bidding?” (US)

Monday, November 5 | 9-10 EST / 2-3 GMT
Click to register for “What’s new with Real-time bidding?” (Europe)

September 11, 2012

GENERAL PRODUCT UPDATES

Four New Ad Sizes
The following four ad sizes are now available for display ads on Ad Exchange.

  • 234x60 - Half Banner
  • 180x150 - Small Rectangle
  • 120x240 - Vertical Banner
  • 125x125 - Button
If you have any questions about these new sizes, please contact your Technical Account Manager.

Changes to the Snippet Status Report
Reasons for disapproval of creatives (“Disapproval Reasons”) are now set as a sub-message in the SnippetStatusitem message. When possible, we will provide a Disapproval Reason in the sub-message for additional detail. For example, if a snippet was disapproved for DESTINATION_URLS_UNDECLARED, the detail may list the urls that were not declared.

There are three new Disapproval Reasons:

  • INACCURATE_AD_TEXT: Ad contains text that is unclear or inaccurate
  • COUNTERFEIT_DESIGNER_GOODS: Ad promotes counterfeit designer goods
  • POP_UP: Ad causes a popup window to appear
To see the mappings for these new reasons, please review the proto here.

[MOBILE Beta] Application Download Tracking for Android Devices
With the release of Android 1.6 OS, you can now use the referrer URL parameter in download links to the Android Market to track application downloads. The Google Analytics SDK for Android uses this parameter to automatically populate referral/campaign information in Google Analytics for your application. This enables the source of the application install to be recorded and associated with future pageviews and events.

Find out more about application download tracking for Android Devices at:
https://developers.google.com/analytics/devguides/collection/android/#referrals

[IMPORTANT] System Maintenance on September 22, 2012
On Saturday, September 22, the Ad Exchange user interface will be unavailable from approximately 10:00 am to 8:00 pm Pacific Time (17:00 Saturday to 03:00 Sunday GMT) due to system maintenance.

During this time, your campaigns will continue to run as usual and you will continue to receive RTB bid requests, but you won’t be able to sign into your account or make changes. Please also keep in mind that the SOAP API and part of the REST API (Direct Deals) will also be unavailable. We apologize for any inconvenience, and appreciate your patience as our engineers work to keep Ad Exchange running smoothly.

RTB CHANGES

To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

[NEW] DoubleClick Ad Exchange REST API Version 1.1
We recently updated our REST API and would like to raise the following changes to your attention:

  • A new list method has been added to the Creative resource to retrieve a list of all active creatives for the current authenticated user with optional filtering by creative status
  • The adgroupID field has been removed from the Creatives resource
  • The bidderLocation[ ] list in the Account resource now includes the region field to identify the bidder location
Please review these changes on our developers site or the Google Ads Developer Blog. If you have any questions about these changes, please contact your Technical Account Manager.

[IMPORTANT] Ad Width and Height must be included for multiple ad size bid requests
For all bid requests that contain multiple ad sizes, your BidResponse must include the BidResponse.Ad.width and BidResponse.Ad.height fields. Bid responses to requests with multiple Ad sizes that do not include these fields will be dropped from the auction.

Although bid requests with a single ad size in the BidRequest.AdSlot need not include the Ad.width and Ad.height fields, we suggest always declaring the Ad Size as a best practice.

UPCOMING EVENTS

[REMINDER] West Coast Ad Exchange Developer Day - Tomorrow, Wednesday, September 12th, 2012
On Wednesday, September 12th, we are hosting a Developer Day at Google’s Mountain View Campus for Ad Exchange real-time bidding developers. Our engineers and Technical Account Managers will cover ways to build a reliable bidder infrastructure, boost bidder intelligence, improve auction win rate, and much more. We will also highlight upcoming changes to the RTB protocol, and take feedback on product direction.

This event is intended for technical developers at buyers already doing real-time bidding. If you or someone at your company is interested, please sign up HERE.

August 9, 2012

GENERAL PRODUCT UPDATES

Video Beta Update - VAST Skippable Format Now Available
Skippable in-stream video ads are now available on DoubleClick Ad Exchange. Find additional :30s inventory across Ad Exchange’s inventory including YouTube, Video on the Google Display Network, and participating DoubleClick for Publisher clients. Please be aware that skippable video ads are different from TrueView video ads and should not be marketed as such to your customers. Read about skippable ads in our help center.

If you would like to buy Video from DoubleClick Ad Exchange or have questions regarding skippable ads on Ad Exchange, please reach out to your Technical Account Manager.

[ACTION NEEDED] New Automated Creative Reviews
In the coming months, Ad Exchange will implement new automated creative reviews to maintain the quality of ads on the exchange. Creatives that do not meet our policies will not be served until corrected. Common issues include: flash cookies, raw IP addresses, missing or broken click macros, invalid 4th party calls, undeclared or incorrect landing page, customer creative ID misuse, non certified vendors, and creative download sizes that exceed the maximum load. Please review the automated creative review help center article here.

If issues are identified, please respond as quickly as possible to prevent interruptions to your campaigns.

[POLICY] Raw IP’s Not Allowed in Snippets
Starting August 9th, snippets containing a raw IP address will be dropped from the auction. Ad Exchange requires that your 3rd party ads use qualified domains, and not raw IP addresses. Please refer to our help center for more details and reach out to your Technical Account Manager if you have any questions.

Account Security Resources
The Ad Exchange team takes account security very seriously. To help our clients learn about and prevent account hijacking, we’ve created an account security guide available in the Ad Exchange help center. Hijacking (also known as Account Takeover / Account Compromise) occurs when there is unauthorized access of an account and/or when unauthorized changes are made to an account by someone unknown to the advertiser.

There are two types of hijacked accounts:

  1. Unauthorized Access: Where there are no campaign changes
  2. Confirmed Hijacking: Where there are campaign and/or account level changes

While hijacking of Ad Exchange accounts is rare, it is important for your customer response teams to be aware of what hijacking is and know how to escalate such issues. For more information, please visit our help center guide on account security.

RTB CHANGES

To keep up with real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

New RTB Protocol Field
As of today, the BidRequest.AdSlot.ad_block_key field in the RTB protocol contains a 64-bit integer that is a stable identifier for (web_property, slot, page) combinations. This new field allows you to track the performance of specific adslot-ad combinations to make better bidding decisions.

If you have any questions about the new BidRequest.AdSlot.ad_block_key field, contact your Technical Account Manager or refer to the RTB protocol developer documentation here.

Cookie Refresh Period Reduced to 14 Days
Cookie Matching tags can now be served to unique users after 14 days. Previously, Ad Exchange buyers had to wait 30 days before refreshing user cookies. By enabling a shorter refresh period, buyers will be able to maintain a more up-to-date and accurate match table.

Read more about refreshing your match tables here.

UI CHANGES

New Remarketing Tag
With the new Remarketing Tag, building and managing your remarketing lists is now easier and more powerful than before. To start remarketing, advertisers only need create and place one tag across all pages they want to target. Based on the information passed through the URL of the tag, advertisers can then choose targeting categories to generate lists. To modify or create a new list, an advertiser creates new rules, and does not need to retag.

While your existing tags will continue to work, we encourage you to try the new Remarketing Tag. To find more details, visit the Ad Exchange help center article, or contact your Technical Account Manager.

Please be aware, if you plan to use the Remarketing Tag within a non-HTML environment, such as a container tag or Flash creative, the <img> portion of the tag will require additional formatting. Review this help center article to ensure your lists are populated correctly.

UPCOMING EVENTS

West Coast Ad Exchange Developer Day - WEDNESDAY, September 12th
On WEDNESDAY, September 12th, we will be hosting a Developer Day at Google’s Mountain View Campus for Ad Exchange real-time bidding developers. Our engineers and Technical Account Managers will cover ways to build a reliable bidder infrastructure, boost bidder intelligence, improve auction win rate, and much more. We’ll also be highlighting upcoming changes to the RTB protocol, and taking feedback on product direction.

This event is intended for technical developers at buyers already doing real-time bidding. If you or someone at your company is interested, please sign up HERE, RSVP closes on August 31st.

PUSHED

Four New Ad Sizes

The following four ad sizes are now available for display ads on Ad Exchange.

  • 234x60 - Half Banner
  • 180x150 - Small Rectangle
  • 120x240 - Vertical Banner
  • 125x125 - Button

If you have any questions about these new sizes, please reach out to your Technical Account Manager.

June 6, 2012

UPCOMING EVENTS

Ad Exchange Developer Day - THURSDAY, JUNE 21
On Thursday, June 21 , we'll be hosting our FIRST on-site Developer Day at the Google New York office for Ad Exchange real-time bidding developers. Our engineers and Technical Account Managers will cover ways to build a reliable bidder infrastructure, boost bidder intelligence, improve auction win rate, and much more. We'll also be highlighting upcoming changes to the RTB protocol, and taking feedback on product direction.

This event is intended for technical developers at buyers already doing real-time bidding. If you or someone at your company is interested, please sign up HERE , RSVP Closes on June 13th.

NEW TRAININGS AND WEBINARS

We're excited to announce a new set of webinars to be held over the next six weeks touching on a wide variety of Ad Exchange topics. Some of these events will be held at both a U.S. time and a Europe time, so be sure to sign up for the time that's most convenient for you.

For those new to AdX and real-time bidding (RTB):

Building a real-time bidder
Want to see how easy it is to get started with RTB? Join this webinar to see a live coding demo of a simple bidder with Q and A after. Learn the technical details to build a bidder, process bid request in real-time, and how to match users. We'll also talk about how to use RTB more effectively and what to consider in your bidder's algorithm. Europe: Wednesday, 6th June | 14:00 GMT Summer Time (London)
Click to register for "Building a real-time bidder"

For those looking for a review of AdX policy, an oft-asked about topic:

Ad Exchange Policy Webinar
Learn about all the AdX policies and what happens when a violation is found.
US: Thursday, June 7 | 11-12:30 PT / 2-3:30 ET
Click to register for "US - Ad Exchange Policy"
Europe: Tuesday, June 12 | 14-16:00 GMT
Click to register for "EMEA - Ad Exchange Policy"

Ad Exchange Vendor Technologies & Certification
Learn about our certification process and what it means to be GDN-certified. Find out the steps to get a technology certified and which technologies need to be declared in the auction.
US: Tuesday, June 12 | 12-1:30 PT / 3-4:30 ET
Click to register for "US- Vendor Technologies & Certification"
Europe: A general policy webinar will be held on Tuesday, 12 June

For anyone looking to learn more about the AdX video ads offering:

Why AdX Video?
Learn about the online video market and why you should get started buying video. We'll also let you know what AdX has to offer and how you can quickly ramp up your video offering with AdX.
US: Thursday, June 14 | 10:30-11 PT / 1:30-2 ET
Click to register for "Why ADX Video"

AdX Video Step-by-Step
Learn how easy it is to set up and deliver video ads in the AdX UI. Or if you have a bidder, learn everything you need to know to start processing and responding to video ad requests.
US: Wednesday, June 20 | 11:30-12 PT / 2:30-3 ET
Click to register for "AdX Video Step-by-Step"

GENERAL PRODUCT UPDATES

Video Beta Update - VPAID now accepted on AdX
DoubleClick Ad Exchange now supports the serving of interactive in-stream video ads using the Video Player - Ad Interface Definition (VPAID) v1.0 technology standard. Currently, inventory is available from select Google Display Network and Ad Exchange publishers (YouTube inventory does not support VPAID) and we are working to quickly ramp up available impressions. To get started, contact your account manager or read our help center article found here.

Expandables - Now Open to All
DoubleClick Ad Exchange now allows all buyers to serve expandable creatives to over 1BN eligible publisher impressions daily. Start delivering user-initiated (click to expand) and rollover expandable creatives by declaring an approved expandable ad technology vendor, creating an expandable creative, and indicating the expandable directions that apply to your creative in the UI or via your RTB response.

Available Expandable Creative Dimensions

Base Dimension Expanded Dimension
120 x 600 420 x 600
160 x 600 320 x 600
300 x 250 600 x 300
468 x 60 468 x 210
728 x 90 728 x 300

It is the buyer's responsibility to follow the correct specifications and adhere to the Ad Exchange creative policy when delivering expandable creatives. To see full details on how to get started with expandables on DoubleClick Ad Exchange please refer to the help center article here and if you have any questions please contact your technical account manager.

[ACTION NEEDED] Effective JUNE 1st - CSV Reports are no longer available via email
To consolidate our reporting offerings and to make accessing performance reports more programmatic, CSV reports will no longer be sent via email. Instead, the reports will only be available via Google Storage for Developers. If you've been receiving CSV performance reports by email and do not yet have access to Google Storage for Developers, please speak to your Technical Account Manager as soon as possible.

New automated creative reviews
In the coming months AdX will be implementing new automated creative reviews to maintain the quality of ads on the exchange. While no policies are changing, creatives that do not meet our policies will be paused until corrected. The most common issues are: flash cookies, raw IP addresses, missing or broken click macros, invalid 4th party calls, undeclared or incorrect landing page, customer creative ID misuse, non certified vendors, and creative download sizes.

If issues are identified, your Technical Account Manager will reach out to you. Please respond as quickly as possible to prevent interruptions to your campaigns.

[ACTION NEEDED] Click Macros required after JULY 9th
To maintain the accuracy of our reporting, on July 9th a new automated review will begin screening creatives for the appropriate Google click macro. All third party ad-serving ads must contain the correct macros or they will be excluded from the DoubleClick Ad Exchange. For more information on macros, please read our Help Center article here and review the policy here, or contact your technical account manager.

RTB CHANGES
To keep up with Ad Exchange real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog .

[ACTION NEEDED] RTB Protocol Change - seller_network changing from GCN to GDN
The name sent in the seller_network field identifying the Google Display Network (GDN) will change from GCN to GDN. This change is only a name change and does not reflect any change in inventory source or quality.

If your bidder pays attention to the seller_network field and looks for the string "GCN" to inform your bidding, your system will not perform as intended. To ensure your bidder responds correctly, please review your bidder logic everywhere the seller_network field is used.

[ACTION NEEDED] AdGroup ID required for callouts with multiple ad groups
On July 2, 2012, we will start requiring that the adgroup_id be specified whenever there is more than one matching_ad_data in the BidRequest. Previously, bidders only needed to specify the adgroup_id in the Bid Response if using hosted creatives or merged streams. If you have any questions about adgroup_id requirements, please contact your Account Manager.

New RTB Protocol Field
Available today, in the RTB protocol, is the new BidRequest.Mobile.mobile_device_type field. This field indicates if a mobile impression is from a tablet or highend phone allowing advertisers to target campaigns to an even deeper level.

If you have any questions about the new BidRequest.Mobile.mobile_device_type field, contact your Technical Account Manager or refer to the RTB protocol developer documentation here.

UI CHANGES

Bulk Upload Now Available for Location Targeting
Bulk location targeting is now available via the Ad Exchange user interface. Implement sophisticated location targeting strategies by uploading up to 1,000 locations per campaign at a time. Use the new bulk upload tool for locations found on the 'Campaign Settings' page by selecting the 'Advanced Search' controls and then 'Bulk Locations'.
Bulk locations dialog box

If you have any questions about how to use this tool please visit the help center article found here.

May 10, 2012

UPCOMING EVENTS

DoubleClick Insights, TUESDAY, JUNE 5th
Google and DoubleClick invite you to join us June 5th for DoubleClick Insights -- a series of thought-provoking conversations about the future of digital marketing with leaders from top advertisers, agencies and publishers. Please register and tune in to the DoubleClick Insights live stream on June 5, 2012 from 9am to 1pm PST-- here.

Google’s Neal Mohan, Vice President of Display Advertising, will be joined by industry luminaries to explore topics such as:

  • How technology is reshaping both the business of advertising, and the consumers’ experience with advertising
  • The opportunities advertisers and publishers have to work better together to unlock the full potential of digital

Ad Exchange Developer Day - THURSDAY, JUNE 21
On Thursday, June 21, we’ll be hosting our FIRST on-site Developer Day at the Google New York office for Ad Exchange real-time bidding developers. Our engineers and Technical Account Managers will cover ways to build a reliable bidder infrastructure, boost bidder intelligence, improve auction win rate, and much more. We’ll also be highlighting upcoming changes to the RTB protocol, and taking feedback on product direction.

This event is intended for technical developers at buyers already doing real-time bidding. If you or someone at your company is interested, please sign up HERE. An official invitation will be sent next week.

GENERAL PRODUCT UPDATES

Video Beta Update: AdSense In-Game video inventory available in the Ad Exchange
On May 1st we made a new source of video inventory available to DoubleClick Ad Exchange Video buyers. Now you can serve in-game video ads to the publishers of Google In-Game Advertising. Initially this will provide over 13 million additional US impressions per month of 30 second inventory and quickly scale to 240 million impressions per month globally.

If you would like to access AdSense for Games in-game video inventory, just continue buying Video ads on AdX. There’s nothing to change. But, if you do not want to buy in-game placements, please add the “in-game” category exclusion to your campaigns. You can do so by navigating to the “Campaigns” tab, then the “Networks” tab, and expanding Exclusions.

Updated Buy-side Policies
In order to ensure the best possible service to our clients and ensure that our guidelines accurately reflect current product functionality, Google periodically updates its program policies. We wanted to share with you an overview of the changes we have made. For specific policies, please refer to the Google DoubleClick Ad Exchange Buyer Program Guidelines, located here.

Policies have been updated as follows:

  1. Clarified the scope of the prohibition on passing personally identifiable information
  2. Removed API terms because there is now a separate set of Google API terms and conditions
  3. Enabled support for multi-directional expanding creatives
  4. Clarified the process and location of the list of 3rd party vendors that need to be declared when booking a tag
  5. Revised wording to ensure consistency in terminology within the policies

[REMINDER] New Display Network Tab and AdGroup Targeting Logic Change
We rolled out the new “Display Network” tab to all Ad Exchange accounts. The new tab combines the placement and topic targeting controls from the Network and Topics tabs to help you make better targeting decisions.

During the month of April we rolled out new targeting logic for the DoubleClick Ad Exchange. Previously targeting was handled on an “OR” basis (i.e., ads appear on sites that match either topic OR placement targeting). Now, targeting is handled on an “AND” basis (i.e., ads only appear on sites that match both topic AND placement targeting). To ensure your current campaigns are not adversely affected, please revisit them to adjust your targeting settings as needed. If you need help or have any questions about this change please reach out to your technical account manager.

Active View - Availability Clarification
You may have seen our blog post about Active view or read about it on our innovations page. Active View provides an actionable metric that advertisers can use to target and measure only ads that were at least 50% viewable on the screen for at least one second. This measurement solution is currently only available on the Google Display Network Reserve and will eventually be a universal metric across DoubleClick solutions.

RTB CHANGES

To keep up with Ad Exchange real-time bidding changes, you can also subscribe to the ad_exchange feed on the Google Ads Developer Blog.

[ACTION NEEDED] RTB Protocol Change - seller_network changing from GCN to GDN
On June 1, 2012, the name sent in the seller_network field identifying the Google Display Network (GDN) will change from GCN to GDN. This change is only a name change and does not reflect any change in inventory source or quality.

If your bidder pays attention to the seller_network field and looks for the string “GCN” to inform your bidding, your system will not perform as intended after Ad Exchange begins passing the new “GDN” name. To ensure your bidder responds correctly, please review your bidder logic everywhere the seller_network field is used. If you have any questions about this change please reach out to your technical account manager.

[ACTION NEEDED] AdGroup ID required for callouts with multiple ad groups
On July 2, 2012, we will start requiring that the adgroup_id be specified whenever there is more than one matching_ad_data in the BidRequest. Previously, bidders only needed to specify the adgroup_id in the Bid Response if using hosted creatives or merged streams. If you have any questions about adgroup_id requirements, please contact your Account Manager.

Video Beta Update: Player Size Included in RTB Callout
To improve the transparency of Video inventory in the Ad Exchange we’ve added the ability to target video impressions by player size. Player size is an additional targetable signal that buyers can use to identify inventory that is more likely to produce engaged views. If you have any questions about how to use this new targeting feature, please reach out to your Account Manager.

Maximum Length of buyer_creative_id
Starting on May 1st, we began enforcing a 64 byte limit on the buyer_creative_id field. Going forward, bids with a buyer_creative_id greater than 64 bytes will not be considered in the auction.

UI CHANGES

Bulk Location Targeting
Soon, you’ll be able to implement sophisticated location targeting strategies for your campaigns via the Ad Exchange user interface. Over the next few weeks, we will gradually roll out access to a new bulk upload tool for locations. To upload up to 1,000 locations per campaign go to the ‘Campaign Settings’ page, select the ‘Advanced Search’ controls and then ‘Bulk Locations’.

If you have any questions about how to use this tool please visit the help center article found here.

New Campaign Settings Page
We have redesigned the Campaign Settings page in the Ad Exchange UI to make it easier for you to configure your campaigns. By both grouping similar controls and hiding unnecessary ones, the workflow is now more streamlined and intuitive. The overhaul is an immediate enhancement for you -- with no loss of functionality -- and will enable us to continue to improve your user experience in the future.

TRAINING/COMMUNICATION UPDATE

We’re still in the process of scheduling our webinars for this quarter. Be on the lookout for a separate email with a list of upcoming trainings!

April 2, 2012

Ad Group Targeting is Changing [ACTION NEEDED]
Starting April 2, 2012 your ads groups will serve on the intersection of the placements and topics you’re targeting. Read the February 2012 Newsletter for more detail on this change, or watch or download the webinar here.

Trading Locations [ACTION NEEDED]
Our four new fixed “Trading Locations” are now live and starting April 2, 2012, the new response time requirement will be 100ms. More detail found below in the February 2012 Newsletter.

RTB Protocol Change - No Longer Sending Whitelisted Vendors in Bid Requests
Starting April 2, 2012, the DoubleClick Ad Exchange Real Time Bidding (RTB) protocol will reduce the number of vendor type entries it sends in the allowed_vendor_type field within the BidRequest protocol buffer. More detail found below in the February 2012 Newsletter.

RTB Protocol Change - Notation Change for Field Deprecations
The following fields in BidRequest have been deprecated and will no longer be filled starting April 2, 2012: protocol_version, campaign_id, excluded_click_through_url, company_name.

The MobileApp submessage has been renamed to Mobile. The following fields that are part of the newly renamed Mobile submessage have been deprecated and will no longer be filled starting April 2, 2012: app_name, company_name.

More detail found below in the February 2012 Newsletter.

Buyer Creative ID Mandatory
The buyer_creative_id field is fully supported today and starting April 2, 2012, will be mandatory in the bid response. More detail found below in the February 2012 Newsletter.

GENERAL PRODUCT UPDATES

Maximum Campaign Limit Now 10,000 Per Ad Exchange Account
With Ad Exchange continuing to grow in leaps and bounds, some of our clients have reached the maximum number of campaigns allowed for a single account. To alleviate this problem and to assist our clients’ continued growth, we’ve increased the maximum number of campaigns per AdX account to 10,000. If you have any questions about what this may mean for you please contact your account manager.

RTB CHANGES

RTB Protocol Change - seller_network changing from GCN to GDN [ACTION NEEDED]
On June 1, 2012, the name sent in the seller_network field identifying the Google Display Network (GDN) will change from GCN to GDN. This change is only a name change and does not reflect any change in inventory source or quality.

If your bidder pays attention to the seller_network field and looks for the string “GCN” to inform your bidding, your system will not perform as intended after Ad Exchange begins passing the new “GDN” name. To ensure your bidder responds correctly, please review your bidder logic everywhere the seller_network field is used. If you have any questions about this change please reach out to your technical account manager.

UI CHANGES

Update to the Campaign Settings Page
The campaign settings page has been redesigned to make it easier for you to manage campaign settings from the UI. We’ve rearranged the controls to match the look and feel of the campaign construction page and removed the controls not compatible with Ad Exchange.

If you have any questions about the changes we’ve made to the Campaign Settings Page please reach out to your technical account manager.

New - Display Network Tab and AdGroup Targeting Logic Change
During the month of April, we’ll be rolling out the new “Display Network” tab to all Ad Exchange accounts. The new tab will combine the placement and topic targeting controls from the Network and Topics tabs and provide a new “Reach Estimation” widget to help you make better targeting decisions. As you add or remove topics and audiences from your targeting, the “Reach Estimation” widget will provide an estimate of how many impressions and users could be available to match your selections. Of course the widget cannot tell you how many impressions your client will receive, but rather only an estimate of the targeted available inventory from the Ad Exchange.

In addition to combining the placement and topic controls, the new “Display Network” tab will bring with it a change to the adgroup targeting logic. Previously targeting was handled on an “OR” basis, i.e. ads appear on sites that match either topic OR placement targeting. Starting on April 2, 2012, targeting will be handled on an “AND” basis, i.e. ads only appear on sites that match both topic AND placement targeting. To ensure your current campaigns are not adversely affected, please revisit them to adjust your targeting settings as needed. If you need help or have any questions about this change please reach out to your technical account manager.

New - Zip Code Targeting in the UI
Zip code targeting is now available in the Ad Exchange UI. To add zip code targeting to your campaign, go to the “Settings” tab and select edit next to “Locations” to add or exclude specific zip codes or explore custom area targeting such as radius or custom shape targeting.

To find out how to use Zip Code targeting in the UI, please visit the Help Center articles here.

TRAINING/COMMUNICATION UPDATE - AD EXCHANGE DEVELOPERS

Announcing - New DoubleClick Ad Exchange Developers Website
We’re excited to announce a new website for Ad Exchange Developers that can found at developers.google.com/ad-exchange. This replaces the old code.google.com/apis/adx-rtb site and gives our developer community a dedicated place to get information about the Ad Exchange.

Included in the release of our new developers site is the public release of the DoubleClick Ad Exchange Buyer REST API and the DoubleClick Ad Exchange RTB Protocol. If you’re working on developing your own RTB Bidder and want to access Ad Exchange inventory, head over to developers.google.com/ad-exchange to learn more.

Update to the Ad Exchange Buyer APIs and Protocol Terms of Service
If you use one of the Ad Exchange Buyer APIs or the RTB Protocol, we’d like to let you know about a recent change to our Ad Exchange Buyer APIs and Protocol Terms of Service. If you have any questions about this change please reach out to your account manager. To review the new language head over to the new DoubleClick Ad Exchange Developers Website at https://developers.google.com/ad-exchange/terms.

Real-Time Bidding and API News on the Google Ads Developer blog
To improve communication with our Ad Exchange developer community - that is, those using real-time bidding and our APIs - the DoubleClick Ad Exchange team will now be posting to the Google Ads Developer blog. We’ll be using the blog regularly to update the community on news, best practices, and beta features. We’ll also highlight upcoming events like webinars, Google+ Hangouts, and on-site Developer Day workshops.

To make sure you get the latest news from the Ad Exchange, subscribe to our ad_exchange feed.

February 23, 2012

GENERAL PRODUCT UPDATES

Ad Group Targeting is Changing on April 1, 2012 [ACTION NEEDED]
In order to give you more precise control over your Ad Exchange campaigns, we'll be changing to the way your ads are targeted if you use both topic and placement targeting in the same ad group. Starting April 1, your ads groups will serve on the intersection  of the placements and topics you're targeting - so you can use topics to hone in on specific inventory on large publisher sites. For example, if you target the topic "Sports" and the placement youtube.com, your ads will appear on sports content on YouTube.

As a result, this change will likely cause a significant drop in impressions and clicks for existing ad groups that target both placements and topics.  Unless the new targeting behavior is preferable, we recommend that you create separate ad groups for the placements and topics that you're targeting.

If you are affected by this, you should have received a separate email with instructions for preserving your current targeting.

We recently held a webinar to review the change, and walk through the process of preserving your current targeting methods. You can watch or download the recording here.

YouTube Content Labels
YouTube Content Labels offer even more control to advertisers who are concerned about the type of content alongside which their ads might serve.  Similar to TV ratings, YouTube content labels indicate to our ad servers whether a video is suitable for all audiences, audiences aged teen+, or mature audiences only.  

Buyers with UI advertising campaigns for YouTube content may apply filters to restrict their ads from showing next to one or more of the content categories.  Buyers with RTB campaigns for YouTube content will have the corresponding content label of the video in the detected_content_label  field and can bid accordingly.  You can learn more about it in the Help Center.

Direct Deal ID API - in Alpha
We've enhanced our API to simplify direct deal management by giving you access to all information for a specific deal ID.   The API enables easy access to the deal information when a bid request comes in for a fixed price deal and will facilitate integration of AdX Direct Deals into your own tools.

Ad Exchange on the Ads Developer blog
The Google Ads Developer blog now features posts for Ad Exchange developers: anyone using real-time bidding or the Ad Exchange APIs. On the blog, we'll be covering changes and new features, best practices, and highlighting upcoming events. We encourage you to subscribe to stay up-to-date on developer-related news.

RTB CHANGES

Trading Locations
As you may know, your bid requests have been coming from a variety of datacenters throughout the world. When we are occasionally forced to re-route traffic from datacenter to another, this may have been a headache for your bidder.   To increase predictability, we're announcing a set of four new, fixed "Trading Locations": West Coast US, East Coast US, Europe, and Asia.  Your bid requests will consistently originate from these trading locations will remain consistent, independent of our datacenter.

We are also announcing a second change related to bid response time. Up until now, we've required bid responses to return in 120ms, which is comprised of 80ms think time and 40ms network time. Because our new schema significantly reduces the variability of network time by consolidating and stabilizing the origin of callouts, bidders should be able to more consistently meet the response window.  Starting on April 1, 2012, the new response time requirement will be 100ms. Please note: with the reduced network time, if you strategically locate your data centers near our fixed trading locations, your bidder's think time will actually increase.

Key Advantages
  • Network transit times will be much more predictable. You no longer need to worry about Google adding or removing data centers, and routine data center maintenance will be much more transparent
  • The trading locations are fixed.  We intend to stay in them for many years. We hope this consistency will make planning and provisioning easier.

Creative Submission API Beta
We have enhanced our API to allow you to submit new creatives into our verification pipeline and to query the status of existing creatives.  Please talk to your Technical Account Manager if you would like to sign up for the API. More information can be found at our reference guide.

Before using the API, you must be able to set the buyer_creative_id  field in your bid responses so we can match up the creatives in the bid response with the uploaded creatives. After submitting a new creative, it can take up to 30 minutes before its status can be queried via the API, although approval will generally take longer.

RTB Protocol Change - Sending Whitelisted Vendors in Bid Requests
Starting April 1, 2012, the DoubleClick Ad Exchange Real Time Bidding (RTB) protocol will reduce the number of vendor type entries it sends in the allowed_vendor_type field within the BidRequest protocol buffer. This is not a change in policy and represents only the removal of redundant data. There are two changes occurring:

  1. For requests from Ad Exchange publishers, many vendor types will no longer be sent in the allowed_vendor_type field because they have been whitelisted across the exchange. This means that these vendors are still allowed for use, but should no longer be declared when returning a BidResponse. Vendors.txt  has already been updated to only list vendors that should be declared.
  2. For requests for Google Display Network (GDN) sites, we will stop sending all allowed vendors because every GDN site has the same set of allowed vendors, listed in gdn_vendors.tx.  You should declare vendor use only from the vendors listed in gdn_vendors.txt.  You may determine if a BidRequest is from GDN by examining the seller_network field of the BidRequest.

RTB Protocol Change - Notation Change for Field Deprecations
We make changes to the RTB protocol  to expose new features and streamline the specification.  To reduce the impact on your business we are providing longer notification periods for any protocol changes.  When we deprecate fields in the RTB protocol, we first prefix the field with "DEPRECATED_" and continue to fill the field so that buyers can continue to use the data while making any necessary system updates to remove any dependencies on the deprecated fields.  During this period, changes to field names will be transparent to buyers until they update their protocol version.  After a specified period of time, we remove the field entirely.

The following fields in BidRequest have been deprecated and will no longer being filled starting April 1, 2012:

  • protocol_version
  • campaign_id
  • excluded_click_through_url
  • company_name

The MobileApp submessage has been renamed to Mobile. The following fields that are part of the newly renamed Mobile submessage have been deprecated and will no longer be filled starting April 1, 2012:

  • app_name
  • company_name

Buyer Creative ID Mandatory on April 1, 2012 
The buyer_creative_id  field has been added to the BidResponse protocol in order to streamline the identification of specific ads and enable new features like the snippet status report.  It is fully supported today and will be mandatory in the bid response on April 1, 2012.

With the new schema, you can choose a unique identifier for each ad and pass it in bid responses in the buyer_creative_id  field.  This allows us to report on the status of creatives using your IDs, which will simplify communication and debugging.  To make use of this feature, you must declare the buyer_creative_id  field for all bids then notify your TAM.  Once enabled, any bid that is missing this declaration will be rejected.

UI CHANGES

Direct Ad Serving from DFA with InRed URL
In order to reduce ad serving latency and minimize reporting discrepancies with DFA, Ad Exchange can directly serve your DFA ads.   An "InRed," or internal redirect, allows Google to serve your ad directly from DFA's ad server, avoiding a call back to the browser. When our system sees that your third-party redirect points to the DoubleClick for Advertisers (DFA) ad server, we add a checkbox to the UI declaring an InRed url.  Note that you should clear the checkbox if the HTML snippet is an impression beacon.

TRAINING

Webinars added to Help Center
We've updated the list of upcoming training webinars in our Help Center. Take a look, and register if any of the topics interest you!

THANK YOU

Thank you for buying on DoubleClick Ad Exchange. We hope you find these updates useful. If there's something you'd like to see highlighted in next month's update, feel free to reply to this email to let us know.

-- The DoubleClick Ad Exchange Team