Declare click-through URLs in ads

DoubleClick Ad Exchange policies require buyers to declare click-through URLs for creatives booked through both the user interface and real-time bidding (RTB).

Delivering creatives via the user interface

Image ads

When creating an image ad in the user interface, declare the precise click-through URL (destination URL) that the ad redirects to when clicked. Only one destination URL can be specified per image ad.

Third-party redirects

When creating third-party ads in the user interface, declare one or more click-through URLs (destination URLs) in the Ad technologies box. (Up to 50 URLs may be declared.) Ad Exchange treats all ads within a given ad group as a single virtual ad. Because buyers can rotate multiple creatives within a given ad call, Ad Exchange requires the declaration of all associated click-through URLs. As long as the click-through URL of each creative rotated through the ad calls is declared in at least one ad (regardless of the associated ad size), the creative is in compliance with the declaration policy.

Why do I see an "InRed URL" checkbox under my HTML snippet?
When our system sees that your third-party redirect points to the DoubleClick Campaign Manager (DCM) (the new DFA) ad server, we show this message. An "InRed," or internal redirect, allows Google to serve your ad directly from DCM/DFA's ad server, avoiding a call back to the browser. This reduces ad serving latency and reporting discrepancies.

Note that you should clear the checkbox if the HTML snippet is an impression beacon.


When publishers block an advertiser landing page, ad category, or sensitive category, the information at the ad-level is used and so impacts the entire ad group. Therefore, the fewer ads rotated in a given redirect ad call, the higher the probability of delivery.

Delivering creatives via real-time bidder (RTB)

When using RTB, create pre-targeting ads in the user interface in addition to providing the creative in the RTB response. When creating the pre-targeting ads, you're not required to declare the click-through URL of each creative, but accurate click-through URLs must be declared in the bid responses.

Each HTML snippet in an RTB bid response must render to a single, unique creative, and the click-through URL must be declared. This click-through URL is checked against the associated creative. The HTML snippet should render for at least four days after the impression to prevent disapproval of similar creatives.

Dynamic creatives and click-through URL declarations

Dynamic creatives typically combine multiple image and text elements in real-time to create the most compelling offer for a given user based on targeting and user parameters. When created, these creatives might have correspondingly dynamic click-through URLs in order to track the relative effectiveness of each permutation, or they might have multiple click-through URLs that lead to different landing pages depending on the user interaction.

With Ad Exchange, we require every creative to have a declared click-through URL in order to enable certain features (e.g., advertiser and advertiser category blocking) and to ensure the quality of the landing page (i.e., scan for inappropriate content). With dynamic creatives, it's not always possible to declare all of the click-through URLs. To address this, Ad Exchange requires that buyers limit dynamic creatives to a single root advertiser and declare the root advertiser as the landing page.

Example 1: An advertiser, “booksforsaletoday.com” has a dynamic creative that will offer different books based on the time of day. Each time a different book is offered, the corresponding landing page is changed. Book 1’s offer goes to “booksforsaletoday.com/book," Book 2 goes to “booksforsaletoday.com/book2.” In this scenario, the creative is allowed to run on Ad Exchange. The declared URL should be “booksforsaletoday.com.”

Example 2: A marketer has two different online businesses, a dating site and a news site, that are run independently with the domains of “ourdatingsite.com” and “ournewssite.com." The marketer would like to create a dynamic creative that oscillates between these two offers based on time of day. In this scenario, a dynamic creative is not allowed. Instead, the marketer should deploy two different creatives and target them via the user interface as two different ads, or use real-time bidding and reply with the specific creative that should serve.

Destination URLs can include up to 2048 characters.