Updates and announcements for March 31, 2016


Interface updates

Real-time bidding updates

Policy updates

View the announcement archives



What's new with Ad Exchange policy?

Join the Ad Exchange policy specialists to learn about new Ad Exchange policies, including updates on alcohol ads, Flash ads, deals, and Nielsen DAR. This hangout also offers a quick policy refresher and handy tips to troubleshoot ad disapprovals.

What's new with Ad Exchange policy? (32:56)

Extend your mobile reach with Same Device Targeting

You can now improve your performance on app inventory by targeting mobile web users on mobile app inventory. Learn how Same Device Targeting works and how to enable it in your bidder.

Link to an app from your mobile ad

Ad Exchange now supports deep-linking to apps by default, provided the app is properly configured to handle a deep-linking URI. Deep-linking allows advertisers to direct users to an application (app), rather than a mobile web page, for users who click on their mobile ad. Learn more

Target alcohol-eligible inventory

Ads containing alcohol-related content are now allowed on Ad Exchange for specific inventory explicitly selected by individual publishers, and only in the countries where they are supported. Learn more

Interface updates

Request a proposal for publisher inventory

Marketplace now allows you to find all forecasted inventory from Ad Exchange publishers, regardless of whether the inventory exists as a packaged product offer, like a Preferred Deal or Private Auction. If you can't find a packaged product offer matching your exact requirements, you have the option to create a request for proposal (RFP) to reach out directly to the publisher. Learn more

Pre-target video inventory

You can now pre-target video impressions based on an expanded set of video-specific dimensions, including minimum video player size, connected TV devices, and historical viewability. Learn more

Query Tool and RTB Breakout for client users

Client users with access to your Ad Exchange account can now access Query Tool and RTB Breakout. These users see the non-bidder version of these tools, but only have access to data for deals with which they are associated. Learn more

Real-time bidding updates

OpenRTB proto

The OpenRTB protocol now includes documentation of supported fields and their mapping to Google's native protocol. A separate protocol also now exists for some extensions. Learn more

RTB proto

  • Content labels: New content labels have been added to the DETECTED_CONTENT_LABEL field to enable brand-safety targeting on semitransparent Ad Exchange inventory. Learn more or see the content labels.
  • Allowed video formats: The allowed_video_formats field is now included in the RTB callout. Bidders can use this field to determine the video file formats that are allowed for a request. Learn more

Snippet status report

A CorrectionType enum value has been added: IN_BANNER_VIDEO_ATTRIBUTE_ADDED. This is applied to the ad when the properties are consistent with an in-banner video. Learn more


REST API updates

Select the RTB protocol The bid_protocol field has been added to the Accounts resource under bidderLocation to select the RTB protocol to be used in communicating with the bidder. The default is the Ad Exchange protobuf protocol. This field is optional for most users, but it is required for OpenRTB bidders with OpenRTB endpoints. Learn more

Allow access to client buyers Client access is now available as an open beta. You can let your client buyers directly access the Ad Exchange Marketplace to be able to view, negotiate, and approve deals. Your application can programmatically perform operations that previously had to be done manually in the Clients section of your account settings in the Ad Exchange interface. Learn more


Data access for third-party bidders

You can enable a third-party bidder to bid on your behalf. Enabled bidders are able to access bid requests received from Ad Exchange, bid responses, reports, and troubleshooting data for the child seat. Learn more

Policy updates

Preferred Deal transactions

Overrides of the content restrictions for the Open Auction now apply to most Preferred Deals. Creatives currently blocked in the Open Auction and Private Auction could be allowed to run through a Preferred Deal if the publisher has block override enabled for that Preferred Deal. Such creatives will have approved_for_deals set as their approval status. Ad Exchange will designate if the publisher has block override enabled for the Preferred Deal via the publisher_blocks_overriden field in the bid request.

Certain restricted categories (for example, malware or copyright) are unaffected by overrides to ensure compliance with Google policies. Alcohol ads are also unaffected.

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