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Above-the-fold targeting

This article refers to the legacy version of the Ad Exchange interface.*

Beginning early 2016, the legacy interface will be deprecated and all non-RTB campaigns created in this platform will be turned off. If you're already using the new interface, you can find most of the new processes in the following:

Pretargeting: create and define pretargeting configurations
Hosted bidding: build and maintain campaigns
Query Tool: create queries and run reports

* If you are not already using the new interface, contact your account team.

You can use the "Below the fold" category exclusion in Ad Exchange in your campaigns to show ads only when users will be able to see them as the page loads, and exclude placements that may appear in a lower section of a website.

Below-the-fold exclusions only work on inventory that uses Google Javascript tags booked directly on the page. These exclusions will therefore not work for any DFP (DART for Publishers) or GAM (Google Ad Manager) customers using AdSense backfill or dynamic allocation.

People use different web browsers, monitor sizes, and screen resolutions, and these factors generally determine if an ad appears above or below the fold. Google considers that ads are above the fold only if they're 100% on-screen when the browser window loads.

How to exclude below-the-fold placements

Follow these steps to exclude below-the-fold placements for your Ad Exchange campaign:

  1. Click the Campaigns tab.
  2. Select a campaign.
  3. Click the Networks tab and scroll down to the bottom of the page.
  4. Click the Exclusions link. You'll see an "Ad group level" table and a "Campaign level" table.
  5. Within the Campaign level, click the Add exclusions drop-down menu, and select Exclude category.
  6. Select the "Below the fold" checkbox, and click Save.

When you target placements above the fold only, the available inventory decreases. As a result, the winning bids for those placements are expected to be higher than for placements below the fold. So you might need to increase your bids in order to maintain your campaign budget because of the reduced inventory.

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