Search
Clear search
Close search
Google apps
Main menu

Announcement archives

You can use the announcement archives to learn more about previous releases or updates. To browse this page, click to see details of any date, or expand all and press Ctrl + F (Command ⌘ + F, for Mac) to find terms on this page.

expand all | collapse all 

August 2017
 

 

  Highlights

Flash deprecation

Flash video ads can no longer run through DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick for Publishers, or AdWords. Additionally, our Active View and Verification tools for video no longer use Flash. Learn more

Playable Ads policy (coming in September)

In order to help you provide a quality user experience and deliver attractive, professional looking ads, we only allow promotions that comply with specific requirements for each ad. As such, we have updated our format-specific policy requirements for playable ads, a type of mobile rich media ad (MRAID) format. This updates brings Ad Exchange policies and enforcement in line with Google AdWords Advertising Policies, and we will start disapproving non-compliant ads in September.

Specifically, the requirements that may be applicable to your ads are:

  1. Unclear Content: The ad should prompt the user with the expected action where it could be confusing or ambiguous
  2. Unidentified Business: The ad should clearly show the app name throughout the mini-game.
  3. Destination Experience/Navigation:
    • The ad must allow the user to navigate to the Install page at anytime during the mini-game (e.g. skip, separate install/download button etc)
    • The ad must allow the user to close/exit the ad after a maximum of 5 seconds after the ad starts.

 

 

Interface updates

RTB Breakout in Real-time
Real-time data in RTB breakout is now available to all buyers. This update will help you measure the impact of changes without any delay! Real-time breakout works with all the filters available in the regular RTB breakout version except view metrics. Real-time RTB breakout data is not available to users access the AdX UI through client access.

Creative Preview Service
We launched a new UI on August 21 for the app creative preview console in the AdX UI, that allows Buyers to push their creatives to the creative preview app and test the rendering on specific sites and devices. This new UI can help preview creatives before the start of a campaign but also to troubleshoot creatives with low-performance. Learn more


Real-time bidding updates

Playback_method
AdX has updated the playback_method field to be more inline with industry standards. Industry standard is that if a user clicks on a web link expecting that when the page loads a content video will play, that should be considered click_to_play. As a result, our instream and rewarded inventory will be classified as click_to_play moving forward.

 

Muted Mobile Interstitials
AdX has launched support for muted mobile video interstitials. AdX now allows inventory that is sound on or sound off for interstitials based on what the publisher considers more appropriate for the user. It also respects the user choice on whether they have sound on/off on their mobile device.


Training updates

Choose the right supply-side platform
Get guidance on how to evaluate new supply-side platforms. Whether you manage a brand, buy programmatic media, evaluate your media supply chain, or participate in the request-for-proposal process, our new course "Choose the right supply-side platform" will give you guidance on key questions to ask prospective SSPs around inventory, transactions, transparency, controls, support, and more. Learn more

 


Additional updates

Dynamically changing required / recommended fields for Native
When a field is not actually required by the publisher, we will no longer indicate it's required in the request.

July 2017
 

 

  Highlights

Flash deprecation

Flash video ads can no longer run through DoubleClick Campaign Manager, DoubleClick Bid Manager, DoubleClick Ad Exchange, DoubleClick for Publishers, or AdWords. Additionally, our Active View and Verification tools for video no longer use Flash. Learn more

Playable Ads policy (coming in September)

In order to help you provide a quality user experience and deliver attractive, professional looking ads, we only allow promotions that comply with specific requirements for each ad. As such, we have updated our format-specific policy requirements for playable ads, a type of mobile rich media ad (MRAID) format. This updates brings Ad Exchange policies and enforcement in line with Google AdWords Advertising Policies, and we will start disapproving non-compliant ads in September.

Specifically, the requirements that may be applicable to your ads are:

  1. Unclear Content: The ad should prompt the user with the expected action where it could be confusing or ambiguous
  2. Unidentified Business: The ad should clearly show the app name throughout the mini-game.
  3. Destination Experience/Navigation:
    • The ad must allow the user to navigate to the Install page at anytime during the mini-game (e.g. skip, separate install/download button etc)
    • The ad must allow the user to close/exit the ad after a maximum of 5 seconds after the ad starts.

 

 


Real-time bidding updates

OpenRTB JSON
QPS limit has been removed for OpenRTB JSON customers. Anyone can use OpenRTB JSON without limiting their QPS. Learn more

Native Ads
Native spec updated to clarify "required_fields" and "recommended_fields". Bidders may see different combinations of required vs recommended in the request. Learn more

 


Training updates

Recording: Learn about the latest Ad Exchange features and policy updates.
In case you missed the Live event, watch the recorded session to learn about the latest Ad Exchange features for mobile, video, RTB and policy, including multi-bid requirement for Programmatic Guaranteed deals, mobile app impression tracking changes, an accelerated mobile pages beta and new launches and extensions to OpenRTB. Learn more

Choose the right supply side platform
The course takes the format of a guided checklist (right), including a video introduction, highlighting the importance of being knowledgeable when evaluating an SSP, and to ask questions about the SSP's relationship with the publishers within their exchange and what this means for the type of inventory your buyer will be able to access. Learn more

 


Additional updates

Launch of muted video interstitials
AdX Video has made a new segment of mobile video interstitial inventory available to buyers. Instead of only allowing video interstitials into AdX when the sound is on, we now allow inventory when the sound is off as well. Key signal to read is playback_method

June 2017
 

 

  Highlights

Flash deprecation

Starting July 3, 2017 AdX and DFP Publishers are migrating to HTML5 (both the SDK and VPAID Adapters) which will significantly impact the number of video callouts that accept flash. Video buyers mut be prepared with creatives that have HTML5 media in their VAST snippet. Learn more

 


Real-time bidding updates

OpenRTB improvements
We launched new improvements for our OpenRTB support and have updated the OpenRTB Developers Guide, including new additions for OpenRTB 2.5, and clearer indications of which fields are supported. The latest release notes can be found here.

AMP Ads beta
As the Accelerated Mobile Pages (AMP) project continues to gain significant adoption on the publisher side, and shown great results, Google has started developing the end-to-end workflow to allow buyers to use AMP Ads in real-time bidding. AdX aims to start beta testing AMP ads via RTB in early Q3 and are looking for buyers who are interested in AMP Ads. Review the RTB specs here and reach out to your account team if you are interested in this beta opportunity.

 


Policy updates

Delayed Close for Mobile App Interstitial Ads
For any ad that is serving on a mobile app interstitial impression that does not allow video, AdX will ignore any MRAID functionality that delays showing the close-out button (“useCustomClose”) and will instead immediately add a close-out button to the ad. This removes any delayed close functionality in ads so that users have the ability to close out of the ad immediately if they want to (only on app interstitial impressions that don't allow VAST). We make this change automatically, so buyers don't have to do anything.

 


Training updates

Dig into programmatic and Ad Exchange
Learn how to find publishers, set up programmatic deals, get reporting insights, and optimize campaigns. Learn more

Dig into ad formats on Ad Exchange
Get an in-depth understanding of the ad formats that you can reach programmatically, across all screens, with Ad Exchange. Learn more

 

May 2017

Updates and announcements for May 2017


Highlights

Real-time bidding updates

Training updates


View the announcement archives

 

 

  Highlights

Flash deprecation

Starting July 3, 2017 AdX and DFP Publishers are migrating to HTML5 (both the SDK and VPAID Adapters) which will significantly impact the number of video callouts that accept flash. Video buyers mut be prepared with creatives that have HTML5 media in their VAST snippet. Learn more

 


Real-time bidding updates

SSAID Launched
Ad Exchange is now providing a user identifier called Secure Settings Android ID (SSAID) via the bid request for Android app impressions based in China. This allows buyers to target users more effectively on Android app inventory in China, which should help optimize buying.

 

 


Training updates

Make deals in the Marketplace
Marketplace helps you find premium inventory to make programmatic deals through DoubleClick Ad Exchange and DoubleClick Bid Manager. Take our new advanced course Make deals in the Marketplace to get insights into publisher offerings using realtime and forecasted data. Learn more

 

April 2017

Updates and announcements for April 2017


Highlights

Interface updates

Training updates


View the announcement archives

 

 

  Highlights

Flash deprecation

Starting July 3, 2017 AdX and DFP Publishers are migrating to HTML5 (both the SDK and VPAID Adapters) which will significantly impact the number of video callouts that accept flash. Video buyers mut be prepared with creatives that have HTML5 media in their VAST snippet. Learn more

 


Interface updates

New Query Tool metrics and dimensions
Several new metrics and dimensions have been added to the Query Tool, providing valuable insights when buying.

Metrics:
  • Measurable impressions
  • Measurability rate
  • Viewable impressions
  • Viewability rate
Dimensions:
  • Page category
  • App as a new platform type
  • Mobile app store
  • Hours as a new time segment
Learn more

 


Training updates

Boost user engagement with native ads
Take the new Making Programmatic Guaranteed Deals eLearning course to learn how to set up these deals using Marketplace. Learn more

 

March 2017
 

 

  Highlights

Flash deprecation

Starting July 3, 2017 AdX and DFP Publishers are migrating to HTML5 (both the SDK and VPAID Adapters) which will significantly impact the number of video callouts that accept flash. Video buyers mut be prepared with creatives that have HTML5 media in their VAST snippet. Learn more

 


Interface updates

VAST Metrics & Errors in QT launched to GA
Several new metrics for VAST ads have been added to the Query Tool in the AdX Buyside UI.Learn more

 


Real-time bidding updates

Bid Data Sharing
Enabling the bid data sharing feature in the Ad Exchange buy-side user interface allows you to receive useful bid data from other participating buyers for certain features (such as feedback on lost bids). Additionally, your bid data is shared with publishers in the form of a "Bid Landscape" report.

From March 17, 2017 onwards, if you have enabled the bid data sharing feature, we will provide publishers access, initially via our Data Transfer service, to query-level bid data, which provides them with more useful insight into the value of their advertising inventory on Ad Exchange. For example, a publisher may be able to see every bid submitted on their inventory via our sell-side data transfer files. You can enable or disable* this functionality at any time in the buy-side user interface. Learn more

In_feed signal
Added this new in_feed value to the placement field in the video message within the bid request which identifies if the video impression is for an in-feed video unit.

 

 


Training updates

Boost user engagement with native ads
Take the new course "Boost user engagement with native ads" to learn how you can use native ads to reach users across multiple screens and formats. Learn more

Recording - What's new with Ad Exchange and Policy? 3/21
Watch a recording from our event on March 21, 2017 to learn about the latest Ad Exchange features including bid data sharing and new video signals. We also covered important updates to Ad Exchange policy including limited resource usage. Learn more

 

February 2017
 

 

  Highlights

Flash deprecation

Starting January 2, 2017 Flash display ads will no longer run through Ad Exchange. Learn more

Starting July 3, 2017 AdX and DFP Publishers are migrating to HTML5 (both the SDK and VPAID Adapters) which will significantly impact the number of video callouts that accept flash. Video buyers mut be prepared with creatives that have HTML5 media in their VAST snippet. Learn more

 


Interface updates

Starting February 13, 2017, Discoverable Private auctions will be deprecated. The "Discoverable by all buyers" checkbox will be removed from the AdX UI.

 


Real-time bidding updates

AdX added a new is_rewarded field to the Video message within the bid request.
This new signal identifies whether or not the video impression is for a rewarded video unit. AdX is expecting to fully support Rewarded Video ad inventory through open auction and all deal types later this year. Rewarded video creatives give users a choice to watch a video ad to completion in order to receive some sort of reward (i.e. more lives in a game, access to more articles, etc.) Format increases user choice and improves performance (high completion rates).

 


Policy updates

Earlier in February, AdX began enforcing new policies to limit excessive resource usage from ads and improve the ad experience for users. If an ad has a download size larger than 5 MB (display ads only), loads more than 100 HTTP/HTTPs calls, or sets more than 25 cookies, AdX will disapprove the creative for excessive resource usage.

 


Additional updates

Bid Data Sharing
Enabling the bid data sharing feature in the Ad Exchange buy-side user interface allows you to receive useful bid data from other participating buyers for certain features (such as feedback on lost bids). Additionally, your bid data is shared with publishers in the form of a "Bid Landscape" report. From March 15, 2017 onwards, if you have enabled the bid data sharing feature, we will provide publishers access, initially via our Data Transfer service, to query-level bid data, which provides them with more useful insight into the value of their advertising inventory on Ad Exchange. For example, a publisher may be able to see every bid submitted on their inventory via our sell-side data transfer files. You can enable or disable* this functionality at any time in the buy-side user interface. Learn more

 


 

January 2017

Updates and announcements for January 2017


Highlights

Real-time bidding updates

Policy updates

Training updates


View the announcement archives


Highlights

Flash deprecation

Starting January 2, 2017 Flash display ads will no longer run through Ad Exchange. Learn more

Starting July 3, 2017 AdX and DFP Publishers are migrating to HTML5 (both the SDK and VPAID Adapters) which will significantly impact the number of video callouts that accept flash. Video buyers mut be prepared with creatives that have HTML5 media in their VAST snippet. Learn more

 


Real-time bidding breakout updates

VAST Version signal launched: VideoProtocol

A new field, publisher_country, has been added to RTB callout

 


Policy updates

New category for Deals allowed: Birth Control
Contraceptives like condoms and fertility aids are not allowed to advertise on Ad Exchange (AdX) and these ads will be disapproved for Birth Control in all regions. Birth Control is allowed to serve in PD/PG deals on AdX.

 


Training updates

Making Programmatic Guaranteed Deals - 1/26 eLearning

This course helps clients understand:

  • What Programmatic Guaranteed Deals are and how they differentiate from other deal types
  • Which campaigns are best suited for Programmatic Guaranteed Deals
  • How to make these deals with publishers using the Ad Exchange or Bid Manager Marketplace

Learn more

 

2016
December 2016

Updates and announcements for December 2016


Highlights

Real-time bidding updates

Policy updates

Training updates


View the announcement archives


Highlights

Flash deprecation

Starting January 2, 2017 Flash display ads will no longer run through Ad Exchange. Learn more

Starting July 3, 2017 Flash video ads will no longer run through Ad Exchange. Learn more

Real-time bidding breakout updates

Predicted to be ignored (within Bid requests not sent): This allows you to see how many eligible bid requests were not sent to your bidder because AdX expected you to not bid on that specific inventory type or not bid at/above the minimum CPM floor for that specific inventory type. Learn more

Not billed (under Auctions won): This allows you to see how many of your won auctions did not result in ad impressions due to the ad not rendering or invalid impressions. You can now see how many of your won auctions resulted in actual ad impressions. Learn more

Not counted as viewable: allows you to see how many of your ad impressions did not result in viewable ad impressions due to the impression not being measurable for viewability or the impression not being viewed by the user. Learn more

Format filter: view RTB breakout data for only display or only video, you can now see sample bid request and sample bid response data within Filtered bids section for your display/video buying activity. Learn more

Policy updates

Social Casino CTD beta launched: AdX buyers can now run app install ads for social casino advertisers.

Training updates

What's new with Ad Exchange - 11/15 Recording: If you couldn’t join our product specialists live to learn about the new features available on the Ad Exchange, see the recording below from our most recent training. Learn more

What's new with Ad Exchange Policy and UI? - 12/6 Recording If you couldn’t join our product specialists live to learn about the latest Ad Exchange Policy and UI updates, see the recording below from our most recent training. Learn more

 

November 2016

Updates and announcements for November 2016


Highlights

Interface updates

Real-time bidding updates


View the announcement archives


Highlights

Flash deprecation

Starting January 2, 2017 Flash display ads will no longer run through Ad Exchange. Learn more

Starting July 3, 2017 Flash video ads will no longer run through Ad Exchange. Learn more

Interface updates

User account name and account ID are now visible in the top right of the Adx buyers interface.

Real-time bidding updates

New native signals were added to the RTB callout: style_id, style_layout_type, style_height, and style_width. Learn more

click_link_url was also added to the bid response. This allows AdX buyers to provide the actual click URL that will be called by the browser when the user clicks the ad. Learn more

Also a new signal for allowed_ad_types was added to the callout. Learn more

 

View the update RTB proto file

 

October 2016

Highlights

Flash deprecation

Starting January 2, 2017 Flash display ads will no longer run through Ad Exchange. Learn more

Starting July 3, 2017 Flash video ads will no longer run through Ad Exchange. Learn more

Interface updates

The AdX  interface is now better integrated with the creative preview app. Learn more 

Reports can now be scheduled in Query Tool. Query tool reports can also now be run in either the account time zone, or PST. Learn more

Hosted bidding was deprecated from the AdX interface and is no longer available.

There is now more information in the RTB breakout. New details about why callouts were filtered help you understand what traffic you aren't being sent and why. Also you can now see if auction wins served impressions, and whether those impressions were considered viewable or not.

Real-time bidding updates

iOS app names are now available in RTB callouts. Only android app names were available previously.

video_completion_rate is now available in RTB callouts. Learn more

Training updates

Live Webinar Event - 11/15

Join our product specialists live to learn about the new features available on the Ad Exchange. This month we'll be highlighting updates for Mobile, Video, RTB, Native and Policy, including a new attribute for sizeless creatives, iOS app names in the bid request, creative preview app integration, native click URLs, native video, and more! Enroll here

New AdX Learning Path

Explore real-time bidding and programmatic buying, get an overview of key concepts and dive into the specifics of Ad Exchange via a self-paced, interactive learning path in Get Started with Ad Exchange. We’re thrilled to announce this, all-new learning path on Academy for Ads, a platform for on-the-go product education across Google. This new training replaces the legacy Ad Exchange Fundamentals eLearning and certificate of completion program.

August/ September 2016

Updates and announcements for August/ September, 2016


Highlights

Interface updates

Real-time bidding updates

Additional updates


View the announcement archives


Highlights

Flash creatives

Ad Exchange no longer serves Flash creatives to Internet Explorer on Windows 7 and below. We’re making this update for security reasons, as Flash is a common exploit method into machines on older versions of Windows.

Interface updates

Query Tool

Metrics for inventory matches, bid requests, successful responses, bids, bids in auction, and impressions won have been added to the Query Tool.

Also, bidders can now view account data for child seats via Query Tool.

Lastly, deals reporting has moved to the Query Tool. The old deals reporting interface will be deprecated in October.

Hosted bidding deprecation

Hosted bidding will be removed from the interface in early October.

Real-time bidding updates

Open RTB

There is a new release that updates the protocol schema for the latest specification versions: OpenRTB 2.4 and OpenRTB Native 1.1. The change is backward-compatible at the wire level, but incorporating the new schema into the bidder may require trivial code changes. Learn more

Mobile support for predicted viewability

Predicted viewability in the RTB callout is now supported across both web and app.

Sizeless (fluid) interstitial support

There is a new creative attribute that buyers can declare in their bid response when running interstitial ads that dynamically resize . When a bid response includes this new “sizeless” creative attribute, AdX will not re-review the creative for each individual screen size, meaning reduced bid filtering rates and faster creative review. Learn more

Accelerated Mobile Page

A field was added to indicate whether the page is an Accelerated Mobile Page (AMP).  Learn more

Opt in to change auction behavior for multiple bids

Auctions can now discard all but the top bid per seat, so buyers no longer need to worry about multiple bids.  To opt in, contact your account team.

Microsoft advertising ID

There is now support for the Microsoft advertising ID for Xbox and Windows 10.  This allow for frequency caps, audience targeting, conversion tracking and more on these Microsoft platforms.

Two VAST wrappers

Video creatives are now allowed two VAST wrappers instead of one.

Portrait creatives

Use screen_orientation to bid on portrait or landscape for your video creatives.

Mobile app banner impression counting

A mobile app banner impression is now only counted when one pixel of the creative is displayed. In order to accurately report on app impressions, include an impression tracking URL in the impression_tracking_url field (field 19) in your bid response.  Use this impression tracking URL field instead of embedding the impression tracker into the creative itself. AdX will fire the impression tracking URL provided in the bid response only when the banner is one pixel displayed, not when the banner is served but not displayed.

Additional updates

Automatic Detection Of Incorrect Pretargeting Configurations

We sometimes find that bidders have accidentally configured their pretargeting to exclude segments of inventory they want to receive. To automatically detect these misconfigurations we may send your bidder a small number of queries that ignore your pretargeting settings. You won't be able to win these queries (so your creative will never serve against them and you won't be charged), and they will never exceed 1% of your configured QPS. Your account team may use data from these queries to advise you on pretargeting settings. This change is planned to launch on or after Oct 1st.

You may opt out of this change by contacting your account team.

June, 2016

Updates and announcements for June 30, 2016


Highlights

Real-time bidding updates

Additional updates


View the announcement archives


Highlights

We've added two new videos to introduce new features, and to guide you around Marketplace.

What's new with Ad Exchange? June 2016

Join our product specialists live to learn about the new features available on the Ad Exchange this month for Mobile, Video, RTB and Marketplace, including Same Device Targeting, Cross-screen Native Inventory, Discoverable Private Auctions, Programmatic Guaranteed, and more!

What's new with Ad Exchange, June '16 (36:41)

Marketplace overview

Watch the video to learn how to:

  1. Use the power of Google data to find publishers set up for deals that match your search criteria – including vertical, demographics, location, inventory size, formats, devices, and more
  2. Find publishers’ pre-packaged products for all deal types: Preferred Deals, Private Auctions and Programmatic Guaranteed
  3. Strike deals with publishers via either matching pre-packaged product or by sending them a proposal
Marketplace overview (1:51)

Real-time bidding updates

Improvements to hyperlocal coverage

We've improved hyperlocal signal coverage from ~5% on mobile app inventory and 0% on mobile web inventory to over 20% for both mobile app and mobile web inventory.

Additional updates

New fields added

  • A new field, detected_language, has been added to the SSR (applies to creatives)
  • A new field, allowed_languages, has been added to RTB callout (applies to avails)
  • A new correction type, VIDEO_IN_SNIPPET_ATTRIBUTE_ADDED, has been added to the snippet status report for video detected
  • Bidder debugging for non-cop rejection reasons has been launched to all buyers
May, 2016

  Updates and announcements for May 31, 2016


Highlights

Interface updates

Additional updates


View the announcement archives


Highlights

Flash declaration no longer required

It is no longer necessary for you to declare the use of Flash or non-Flash in your bid response. If you declare the use of Flash for responses with non-Flash creatives, or declare non-Flash for responses with Flash creatives, Ad Exchange continues to serve your ads based only on automatic detection, and only where permitted. You should continue to read the excluded_attribute field in the bid request. If attribute 34 is included, Flash is not allowed. Learn more

New policy updates training for May

Join our policy specialists to learn about the new policies on Ad Exchange, including policies on Payday loan ads, Ad refresh, Social engineering, Mute this ad and Flash deprecation. This hangout also offers a quick policy refresher and handy tips to troubleshoot ad disapprovals.

What's new with Ad Exchange policy? (34:05)

Interface updates

Pretarget inventory with cookies or hosted matches

In the "User identifiers" section buyers can now exclude (or include) inventory with cookies, and inventory that has a hosted match table entry.

Learn more about pretargeting configurations

Additional updates

AdX Buyer Guidelines have been updated

Frequency capping and mute button policies have been clarified. See this article for details

Non-VAST video detection and filtering launched

Publishers who don't want video can now block MRAID creatives that are passing video through. Bidders should look for the presence of the Video message in the bid response to determine whether video is allowed. Learn more

Viewability approximation for Connected TV

AdX now passes an approximate value of 90% for Connected TV viewability in the existing viewability signal. This will enable campaigns targeted to a viewability threshold to spend on Connected TV.

Reminder: Short non-skippable ads

AdX is an open platform that allows short non-skippable videos. Creatives up to 5s long may be shown in skippable video ad slots. Short non-skippable creatives are also allowed in non-skippable ad slots as long as the duration is under the publisher’s max duration. This is almost always true, since most ad slots allow 15s or 30s non-skippable ads.

AdChoices URL for native ads has been launched

Buyers can now include an ad choices destination URL in their bid response via the ad_choices_destination_url field.

Improved coverage of location signals

AdX now sends an IP address (first 6 bytes for IPv6) in almost 100% of app callouts.

Deep-linking best practices

The help center now includes a section on best practices for in-app deep linking on AdX. Learn more

April, 2016

  Updates and announcements for April 30, 2016


Highlights

Interface updates

Real-time bidding updates

Additional updates


View the announcement archives


 Highlights

 

We've added two new videos to the "Making deals easy" series, showing best practices in setting up and troubleshooting deals.

Best practices for setting up deals

Set up your deals the right way so you’re fully equipped and ready to transact.

Best practices for setting up deals (04:30)

Troubleshooting when deals fail to transact

Learn a few handy tips to help you keep your deal running.

Troubleshooting when deals fail to transact (04:32)

Interface updates

More inventory now available to Private Auctions

Publishers can now allow select Open Auction bids to compete with Private Auctions. This gives buyers more access to inventory via the Open Auction.

Learn more about Open Auctions

Discoverable Private Auctions

Ad Exchange publishers can now allow Ad Exchange buyers to request an invitation to participate in an existing Private Auction. Ad Exchange buyers can find these Discoverable Private Auctions within the Marketplace results and submit a request that the publisher add them to the Private Auction.

Real-time bidding updates

New user identifiers in bid requests

We now pass user identifiers for Roku- and Apple TV-based Connected TV inventory (RIDA and tvOS IDFA, respectively) via the advertising_id field in the bid request.

Vendor 113 removed from allowed allowed vendors list

We've removed vendor 113 (Image & Flash) from the list of vendor technologies that publishers can opt in to allow on their inventory. This was a generic vendor technology that didn't actually apply to any specific vendor or technology type. All publishers now accept vendor 113 across their inventory by default, but bidders should update their bidder behavior to not require that vendor 113 be included in the list of allowed vendors passed through the bid request.

See the release notes

Additional updates

Removed VAST (in-stream video) vendors from the declarable lists

These vendors are now allowed without declaration. Since publishers do not have the ability to opt into or block them, we also no longer send them in the allowed_vendors field in bid requests.

See the list of certified vendors for more details.

March, 2016

  Updates and announcements for March 31, 2016


Highlights

Interface updates

Real-time bidding updates

Policy updates


View the announcement archives


 Highlights

 

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.

February, 2016

Highlights

 

What's new with Ad Exchange?

Join our product specialists to learn about the new features available on the Ad Exchange this month for mobile, video, RTB and Marketplace, including new mobile and video signals for RTB, client access, OpenRTB, and a new workflow to discover more publisher inventory in Marketplace.

What's new with Ad Exchange?

What's new with Ad Exchange policy?

On March 8, join our policy specialists to learn about the new policies on Ad Exchange. This hangout also offers a quick policy refresher and handy tips to troubleshoot ad disapprovals.

Interface updates


Marketplace search enhancements

You can now set default filters in Marketplace to automatically filter search results, each time you visit. These filters are useful for specifying the primary audiences where you manage business, such as countries, and other common inventory searches, like verticals or formats. Learn more

Real-time bidding updates

Changes to RTB callout fields


New fields: placement and renderer

The placement field has been added to the Video message. This field describes where the video ad will play, either INSTREAM or INTERSTITIAL.

The renderer field has been added to the AdSlot message. This field defines who controls the environment that made the ad request and will render the ad. This field is only set for requests that allow VAST video ads.


Deprecated field: inventory_type

The inventory_type field is now deprecated. This field duplicates information found elsewhere in the RTB protocol. To detect the video inventory type, you can instead use placement.


See these fields in the updated Real-Time Bidding Protocol.

Help center updates


Set up pretargeting configurations: Learn how to set up pretargeting configurations for common targeting scenarios. This content has been updated to include all new visual examples for display, mobile, video, and deals.

Access mobile video inventory: Learn about the types of inventory available for mobile devices. This content has been updated to include the specific requirements and functionality available for mobile app interstitial, mobile app in-stream, and mobile web in-stream, as well as a comprehensive list of the applicable bid request fields for this inventory.

Additional announcements


Flash ad deprecation

To enhance the browsing experience for more people on more devices, the Google Display Network will stop allowing Flash creative uploads, beginning in June of 2016. For Ad Exchange, buyers can no longer run Flash format creatives beginning January 2, 2017. Learn more

January, 2016

  Updates and announcements for January 29, 2016


Highlights

Interface updates

Real-time bidding updates

Help center updates


View the announcement archives


Highlights

 

What's new with Ad Exchange?

On February 16th, join our product specialists on a live hangout to learn about the new features available for mobile, video, RTB and Marketplace, as well as a new deal type -- Programmatic Guaranteed.

Register for your spot

What's new with Ad Exchange policy?

On March 8, join our policy specialists to learn about the new policies on Ad Exchange. This hangout also offers a quick policy refresher and handy tips to troubleshoot ad disapprovals.

Register for your spot

Interface updates


Use hosted bidding for all non-RTB campaigns

The old Ad Exchange interface has now been deprecated. All non-RTB campaigns created using the deprecated platform are no longer accessible. Hosted bidding should now be used for all non-RTB campaign needs. Learn more

Real-time bidding updates


WebM asset no longer required for in-stream (VAST)

The WebM video asset is no longer required for in-stream video ad units (VAST). The updated specification requires just MP4 video formats. Other formats, including FLV and WebM, may be included but might not be used. Learn more


Changes to RTB callout fields


New field: hardware_version

The hardware_version field is now included in the RTB callout. Bidders can use this field to determine the Apple iOS device model (for example, "iphone 5s", "iphone 6+", etc.).

Updated fields: adgroup_id  renamed  billing_id

The adgroup_id field has been renamed to billing_id to provide parity with the buyer REST API. In addition, this field has changed from optional to repeated to allow all matching instances to be sent in a single MatchingAdData field, per buyer, per bid request.


Deprecated fields: seller_name  and  targetable_channels

The  seller_name  and  targetable_channels  fields are now deprecated. These fields were used by publishers to designate a name when selling anonymous, semi-transparent, and branded inventory, associated with segments of inventory. To detect the seller, you can instead use seller_network_id.


See these fields in the updated Real-Time Bidding Protocol.

Help center updates


Native ads for apps

Native ads are online ads that match the look and feel of publisher content. Ad Exchange currently supports native ads on mobile inventory. Content has been added explaining how native ads work, the different formats available, and the creative specifications and requirements for publishers. Learn more

New account form

New buyers looking to obtain a seat on Ad Exchange can complete the new buyer account form, now available from the Contact Us button.

2015
December, 2015

  Updates and announcements for December 28, 2015


Highlights

Interface updates

Real-time bidding updates

Additional announcements


View the announcement archives


Highlights

 

Create user lists for remarketing campaigns

You can now create user lists for remarketing campaigns in the new UI, and target users who have exhibited a certain behavior, such as visited your site, abandoned a shopping cart, etc. Learn more about the possibilities of remarketing, how to generate and target user lists, and about different strategies for remarketing. Learn more

Interface updates


Debug video issues with Creative Explorer

In addition to display, you can now view the approval status of your video creatives and get detailed information on why a video creative was disapproved using Creative Explorer. Learn more

View bidding activity, filtered by platform

You can now view the data displayed in RTB Breakout, filtered by platform. Available platforms are desktop, mobile app, mobile web, tablet app, or tablet web. Learn more

View additional information for filtered categories in RTB breakout

You can now view detailed information about the most common reasons for filtered bids from RTB Breakout. When viewing the data in the "Filtered bids" section, mouse over any Additional details appear here, along with a link for more information and steps to troubleshoot. icon to see more details and links to additional troubleshooting information.

Real-time bidding updates


New RTB callout fields


click_through_rate

The click_through_rate field is now included in the RTB callout (field 25 in the bid response). Bidders can use this field to determine the historical click-through rate for ads served to the associated ad slot. The value returned in the response is expressed as a fraction between 0.0 and 1.0, while a value of -1.0 indicates that the historical click-through rate data is not available.

is_clickable

The is_clickable field is now included in the RTB callout (field 15 in the bid response). Bidders can use this field to determine whether the inventory allows clicking on a video ad to take a user to an advertiser site. This field is set to false for platforms that do not support clicking on video ads, such as connected TVs.


See these fields in the updated Real-Time Bidding Protocol.

Additional announcements


Ad Exchange now supports OpenRTB

In addition to the current RTB protocol, Ad Exchange now supports OpenRTB via JSON or protobuf encoding.

Because JSON is a particularly inefficient means of transmitting data, buyers are limited to 5K QPS for OpenRTB using JSON encoding. Buyers requiring higher transaction rates should either use the current RTB protocol, or OpenRTB via protobuf encoding. Learn more

November, 2015

  Updates and announcements for November 25, 2015


Highlights

Interface updates

Real-time bidding updates

Additional announcements


View the announcement archives


Highlights

 

What's new with Ad Exchange?

Join our product specialists to learn about the new features available on Ad Exchange this month, including hosted bidding, support for MRAID 2.0, multi-account logins, user lists, enhancements to RTB Breakout and a new budget field in your pretargeting configurations.

What's new with Ad Exchange?

What's new with Ad Exchange policy?

Join our policy specialists to learn about the new policies on Ad Exchange. This hangout also offers a quick policy refresher and handy tips to troubleshoot ad disapprovals.

What's new with Ad Exchange policy?

Interface updates


Associate a specific private auction with a client

You can allow a client's users to access specific preferred deals or private auctions. Any active preferred deal or private auction can be associated with a client, including those in negotiation. Learn more

View bidding activity by format

You can now use RTB Breakout to see a filtered view of your real-time bidding activity, displaying only data for display or video formats. Learn more

Real-time bidding updates


Ad Exchange now supports OpenRTB

In addition to the current RTB protocol, Ad Exchange now supports OpenRTB via JSON or protobuf encoding.

Because JSON is a particularly inefficient means of transmitting data, buyers are limited to 5K QPS for OpenRTB using JSON encoding. Buyers requiring higher transaction rates should either use the current RTB protocol, or OpenRTB via protobuf encoding. Learn more

 

New RTB callout fields


impression_tracking_url

The impression_tracking_url is now included in the RTB callout (field 19 in the bid response). Bidders can use this field to track when an impression is actually rendered by the Google Ads SDK. This is supported for all inventory types and all formats except for VAST video. This field is replacing the deprecated and soon-to-be-removed native impression_tracking_url (field 9 in the bid response).

partner_id

The partner_id is now included in the RTB callout (field 52 in the bid response). Bidders can use this field to identify the payment source from the ad supply chain, which may be useful for detecting invalid or fraudulent bidding activity. Learn more

Deprecated RTB callout fields


site_list_id

The site_list_id field has been deprecated and will be removed from the RTB callout (field 36 in the bid response).


See these fields in the updated Real-Time Bidding Protocol.

Additional announcements


In-banner video detection

Creatives containing in-banner video (not VAST) are now detected and only serve to inventory for publishers explicitly opting into this ad technology. The in-banner video creative attribute does not require declaration as the creative attribute is added automatically.

Support for direct offers from publishers to clients

Clients with explicit access permissions are now able to receive direct offers and proposals from publishers. They can view all open offers, and offers addressed directly to them. They cannot view direct offers addressed only to you, or offers addressed to other clients. Learn more

October, 2015

Highlights

 

Clients access and user management

If you have administrator access to your Ad Exchange account, you now have the ability to add and configure client access to your account. Clients are configured to grant or limit their exposure to publishers in the marketplace; client users can optionally be granted direct negotiation or deal approval permissions. Learn more

Clients and client users (8:47)

End caps for mobile video creatives

You can now implement an optional "end cap" to mobile video creatives to enable a static, clickable creative to render on completion of your video ad. Mobile video creatives using end caps are accepted on all mobile app interstitial video inventory. Learn more

Interface updates


Budgets for pretargeting configurations

When you create a pretargeting configuration in the Ad Exchange interface, you are now required to set a daily budget. The budget allows you to cap your spend, per configuration. Learn more

Creative preview for Creative Explorer

You can now view a preview of display creatives in Creative Explorer. When viewing your creatives in the list view, simply hover over the preview  icon. Creative preview is not yet available for video creatives. Learn more

Skippable correction for video ads

Use the new skippable correction feature in Ad Exchange to render your skippable video ads in the appropriate state. Skippable correction prevents your video ads from being filtered from the auction by automatically adjusting skippable settings. Learn more

Real-time bidding updates


MRAID 2.0 support

Ad Exchange now allows you to bid with MRAID 2.0 creatives. The existing declaration and exclusion attribute MraidType: MRAID1.0 has changed to simply read  MraidType: MRAID.  Learn more

New RTB callout fields


playback_method

The playback_method field is now included in the RTB callout. Bidders should read the status of this field to determine the type of playback used for the video ad impression.

Available options are AUTO_PLAY_SOUND_ON, AUTO_PLAY_SOUND_OFF, and CLICK_TO_PLAY.

device_type

The device_type field is now included in the RTB callout, replacing the deprecated and soon-to-be-removed mobile_device_type. Bidders should read the status of this field to determine the type of device where the ad will run. To bid for specific devices, bidders can read the model using the model field.

Available options are HIGHEND_PHONE, TABLET, DESKTOP, CONNECTED_TV and GAMING_CONSOLE.

auto_refresh

The auto_refresh field is now included in the RTB callouts. Bidders can read the status of this field to determine potential auto-refresh settings. Additional settings can also be read, including the refresh types and intervals.

stickiness

The stickiness field is now included in the RTB callouts. Bidders can read the status of this field to determine whether the request originated from a "sticky" ad slot that scrolls along with page content.

Deprecated RTB callout fields


mobile_device_type

The mobile_device_type field has been deprecated and will be removed from the RTB callout. Bidders should now read the status of the device_type field to determine the type of device where the ad will run.


See these fields in the updated Real-Time Bidding Protocol.

Additional announcements


Troubleshoot disapproved ads

We've greatly expanded the list of common ad disapproval reasons, including troubleshooting steps, additional information, and links to all creative troubleshooting tools. Learn more

Use third-party served creatives for non-RTB campaigns

Ad Exchange no longer allows the creation of new static image ads uploaded via the interface. For all non-RTB campaigns, use third-party served creatives only.

Upcoming trainings


What's new with Ad Exchange policy?

On November 4th, join our policy specialists on a live Hangout to learn about the new policies on the Ad Exchange. Register for your spot

What's new with Ad Exchange?

On November 19th, join our product specialists on a live hangout to learn about the new features available on the Ad Exchange in November. Register for your spot

September, 2015

Highlights


Hosted bidding

Hosted bidding is a new real-time bidding alternative that allows you to quickly and easily run low-volume campaigns directly from the Ad Exchange interface, without the need for proprietary RTB technology.

You should now use hosted bidding for all non-RTB campaigns, rather than the old interface. Beginning early 2016, the old interface will be deprecated and all non-RTB campaigns created outside of this platform will be turned off. Learn more

UI updates


Multiple account access for individual users

It is now possible for an individual Google login to be associated with more than one account. Users with access to multiple accounts can easily switch between accounts in the Ad Exchange interface. Learn more

Re-send invitations for pending users

If you have administrator access to your Ad Exchange account and manage account users, you can now re-send an email invitation to a "Pending" account user. Learn more

Video support for Creative Validator

You can now view the SSL-compliance status of your video ad tags, in addition to display ad tags. The creative validator accepts either a VAST URL or XML for video ad tags. Learn more

Real-time bidding updates


New auction behavior using the deal ID

With Preferred Deals and Private Auctions, you have the option of bidding on impressions for specific preferred deals or private auctions using the deal ID, or sending them directly to the Open Auction. Learn more

Cookie matching container tag

A new optional URL parameter now exists in cookie-match requests that allows you to redirect to a encoded dynamic URL. This URL is then decoded by Google and redirected to the URL. If you typically call multiple partners in a single chain in your URL, this enables you to dynamically order those partners.

To prevent any fourth-party from reading the cookie set by another party, the new parameter is only allowed when using hosted match (can only be used in conjunction with the google_hm parameter, cannot be used with the google_cm parameter). Learn more

 

Unencrypted fields for RTB callouts

The entire RTB callout is now encrypted when sent to secure bidder endpoints.

Since this change removes the need for individual fields to be encrypted, unencrypted versions of the following fields have been added and are now being used when sent to secure bidder endpoints: hyperlocal_set, advertising_id, hashed_idfa, constrained_usage_advertising_id, constrained_usage_hashed_idfa.

The previously-encrypted versions of these fields still exist, and will continue being sent to both secure and non-secure bidder endpoints.

 

Google verified video player size

The width and height fields are included in the RTB callout for the all ad slots. For VAST video ad requests, these values specify the Google-detected video player size. Bidders should use these values to determine the size of the video player for the ad slot. If Google cannot detect the size of the video player, these fields will default to the player size reported by the publisher.

Height and width values for video ads are strictly informational; there is no restriction on the size of the video ad that you can return.

 

New RTB callout fields: deal_type

The deal_type field is now included in the RTB callout. Bidders should read the status in this field to determine the type of deal for the ad impression. Available options are UNKNOWN_DEAL_TYPE, PREFERRED_DEAL, and PRIVATE_AUCTION.

 

See these fields in the updated Real-Time Bidding Protocol.

Additional announcements


New behavior for autoplay Flash creatives in Chrome

The Chrome browser has rolled out a new feature that pauses any peripheral plugin content that is not part of the main webpage. Because ad content is usually considered peripheral, auto-play Flash creatives now appear in a paused state and do not animate until a user clicks on the player.

Users now need to click Flash creatives a second time before being redirected to an advertiser landing page. This affects most standard-sized Flash creatives within the Chrome browser. Learn more

Upcoming change to RTB callout field: adgroup_id

Beginning February 2016, we are changing the adgroup_id field from optional to repeated. This allows all matching adgroup_id instances to be sent in a single MatchingAdData field, per buyer, per bid request. In addition, the adgroup_id field is being renamed billing_id to provide parity with the buyer REST API.

Bidders should update their bidder logic to correctly interpret the repeated instances of the adgroup_id field in the MatchingAdData field of the bid request and use the new billing_id field name. If you do not update your bidder logic, you will only see the last value of the repeated field.

The billing_id field can now be found in the Real-Time Bidding Protocol, but the change goes into effect in 2016.

August, 2015

Spotlight on a new or updated feature.

 

Highlights


Account user management

If you have administrator access to your Ad Exchange account, you now have the ability to add and manage account users and configure access permissions. Permissions are determined by assigned user roles and range from full administrator access, view and negotiate access, and view only access for reporting and troubleshooting. Learn more

Account users (4:39)

UI updates


Bidder debugging for RTB Breakout

You can debug implementation issues with your bidder using RTB Breakout by viewing actual bid requests and corresponding filtered responses. This feature is available in the filtered bids section of RTB Breakout, which allows you to view data for any combination of creative ID, publisher, buyer account and/or deal ID. Learn more

Custom date ranges for RTB Breakout

Bidding activity data in RTB Breakout can now be displayed based on a custom date range, in addition to data from today, yesterday, the last 7 days, or the last 30 days. Learn more

Real-time bidding updates


Recommended interstitial ad sizes in bid requests

Bid requests for mobile interstitial ad inventory now pass a list of recommended standard ad sizes based on the width and height of the ad slot. Creatives are not restricted to the recommended sizes in the ad slot. However, all recommended sizes are guaranteed to be within the acceptable size range. Learn more

New bidder URL macro: HOSTED_MATCH_DATA

A new macro is available to use in the URL of your HTTP POST requests. Insert the %%HOSTED_MATCH_DATA%% macro into your bidder URL and it will be replaced by the value of the hosted_match_data field from the bid request.
Learn more

New RTB callout field: publisher_blocks_overridden

The publisher_blocks_overridden field is now included in the RTB callout. Bidders must read the status in the callout to determine which deals have enabled block override, to determine if blocks can be ignored for certain deals. Learn more

Required deal ID

Beginning September 2015, all bid responses for Preferred Deals or Private Auctions must include a deal ID. Bid responses without a declared deal ID will only be considered for the Open Auction. Learn more

Additional announcements


Upcoming change to autoplay Flash creatives in Chrome

Beginning September 2015, Chrome will roll out a new feature that pauses any peripheral plugin content that is not part of the main webpage. After this change, auto-play Flash creatives will appear in a paused state and will not animate until a user clicks on the player. Users will need to click Flash creatives a second time before they are redirected to the advertiser’s landing page. This will affect most standard-sized Flash creatives within the Chrome browser. Learn more

To optimize the auction for the purpose of maximizing publisher revenue and buyer return on investment, we are continually exploring changes in DoubleClick Ad Exchange.

As we develop new ways to improve the exchange for buyers and sellers, we want to make sure our help center documentation remains accurate and accounts for behavior you might see due to optimization. We recently launched a small update to the main auction dynamics article and encourage you to review the changes.

July, 2015

Spotlight on a new or updated feature.

 

Highlights


Required deal ID

Beginning September 2015, all bid responses for Preferred Deals or Private Auctions must include a deal ID. Bid responses without a declared deal ID will only be considered for the Open Auction. Learn more

Custom inventory sizes

Ad Exchange publishers now have the ability to create ad slots of any size, and allow a variety of creative sizes to serve. You can receive bid requests for this custom size inventory by targeting all creative sizes in your pretargeting configuration. Learn more

UI updates


Billing and account settings

If you have admin access to your Ad Exchange account, you now have access to the new billing and account settings sections, which allow you to manage your billing and account information, see a detailed view of your transactions, and view your invoices.

Learn more about the billing and account settings sections.

Real-time bidding updates


MRAID certification no longer required

The certification requirement for MRAID has been removed. You can bid on any request with an MRAID creative as long as the bid request does not specifically exclude the MRAID creative attribute MraidType: Mraid 1.0. You should continue to declare the use of MRAID as a creative attribute in your bid response. Learn more

FLV asset no longer required for in-stream (VAST)

The FLV video asset is no longer required for in-stream video ad units (VAST). The new specification requires only two video formats: MP4 and WebM. Other formats, including FLV, may be included but might not be used. Learn more

Publisher block override for deals

Publishers can override the blocks they've set up on their inventory for individual preferred deals or private auctions. The block override feature now defaults to ON for new preferred deals.

If your bidder reads blocking information to determine whether to bid or what creative to use, it should also read the block override state and determine if the blocks can be ignored. Learn more

Nielsen Digital Ad Ratings (DAR)

You can now use the JavaScript version of the Nielsen Digital Ad Ratings (DAR) tag on Ad Exchange publisher inventory, if the publisher allows the use of the Nielsen DAR JS vendor -- this excludes YouTube and GDN inventory. To declare the use of the JavaScript version in your response, use the vendor ID 615. Learn more

Updated bid filter: OUTPLACED

Publisher ad servers may provide ad prices that compete with your bids in the auction. The creative status code 79 Creative was outbid now includes cases where your bid is lower than such a price. Learn more

Additional announcements


Upcoming change to autoplay Flash creatives in Chrome

Beginning September 2015, Chrome will roll out a new feature that pauses any peripheral plugin content that is not part of the main webpage. After this change, auto-play Flash creatives will appear in a paused state and will not animate until a user clicks on the player. Users will need to click Flash creatives a second time before they are redirected to the advertiser’s landing page. This will affect most standard-sized Flash creatives within the Chrome browser. Learn more

Change to click behavior for in-stream ads on YouTube

YouTube updated the click behavior of all in-stream ads served on its inventory so that only clicking on the "Visit Advertiser’s Site" section of the ad will take the user to the advertiser’s landing page. Clicking anywhere else on the video player will pause playback.

June, 2015

Spotlight on a new or updated feature.

Highlights


Marketplace

Ad Exchange features that you used to access from the "Deals" tab, including deal negotiation, are now found in the marketplace, allowing you to quickly and easily discover publishers and publisher inventory.

You can search, sort, and filter to find products directly matching your campaign goals. In addition, if you have access to negotiate, approve, or manage deals, you can do so from this interface. Learn more

Query Tool

Query Tool is a reporting tool that enables you to create robust, customized reports that display information based on filtered dimension data and parameters, such as a date range. All reporting data is generated daily so you can run reports for today, yesterday, or up to two years back. Learn more

Real-time bidding updates


New bid request signals

The following signals have been added to the bid request:

PublisherType: tells you know if the inventory is owned by the Ad Exchange publisher, represented by a network (NPM), or represented by Google (AdSense or AdMob).

DealType: tells you if an impression is associated with a preferred deal or private auction. The DealType field is included in the direct_deals message in the bid request, so it will not appear if the impression is for open auction inventory.

Learn more

Flash-less backup creatives

If you respond to a bid request for Flash-less inventory with a Flash creative that includes a Flash-less backup creative, Ad Exchange now detects the presence of the Flash-less backup and does not filter the bid response out from the auction.

Upper limit on bids

As an added layer of protection against bugs and misconfigurations, Ad Exchange now enforces an upper sanity limit of $5000 CPM on bids. Learn more

App deep-linking

Ad Exchange now allows advertisers to direct users to an application (app), from their mobile ad, rather than a mobile web page. Learn more

UI updates


View creative compliance status using the Creative Validator

You can view the SSL status of individual creatives, using the Creative Validator. This tool identifies non-compliant calls that could lead the creative being filtered from auctions for SSL inventory. Learn more

View creative approval status using the Creative Explorer

You can view the approval status of your creatives, using the Creative Explorer. This tool provides detailed information about individual creatives, including disapproval reasons. Learn more

Help center updates


Troubleshooting resources

The following troubleshooting resources have been added to the help center:

Active deals: RTB Breakout provides data to determine issues that prevent your deals from transacting. Once you view the data and determine the issue, use this guide to determine next steps. Learn more

Bid response filtering: All bid responses on Ad Exchange are screened before they enter the auction. During the screening process, some bids are rejected from entering the auction through bid response filtering. Use this guide to troubleshoot bid response filtering. Learn more

Disapproved ads: All ads on Ad Exchange must be reviewed by Google. Some creatives are disapproved for various reasons, such as failing to comply with Ad Exchange policies for content and creative, or data and third-party ad serving. Use this guide to troubleshoot disapproved ads. Learn more

Additional resources

A carousel of additional resources has been added to the bottom of the help center homepage, allowing you to quickly find important and frequently used information. This includes the Ad Buyer Buyer Academy, Ad Exchange Developer Center, Ad Exchange announcements, and Solutions to common problems.

2014
November, 2014

Spotlight on new feature

Highlights


Update on SSL (Secure Sockets Layer) inventory

Security is a top priority for Google. We invest a lot in making sure that our services use industry-leading security, like strong HTTPS encryption by default. That means people using Search, Gmail, and Google Drive automatically have a secure connection to Google. To that end, Ad Exchange has begun a transition to SSL. As of November 3, 5% of Ad Exchange inventory is SSL and requires SSL-compliant bid responses. Ad Exchange will continue transitioning inventory to SSL throughout the next year and expects all inventory to become SSL at some point in 2015.

Action: Make sure your bidder is ready to properly interpret and respond to SSL inventory bid requests. Otherwise, you are at significant risk of losing access to a growing percentage of inventory via Ad Exchange. Below is an overview of the steps to become fully SSL-compliant. Review the help center article for more details.

  • Confirm that your pretargeting settings are configured correctly for your bidder to be eligible to receive bid requests for SSL inventory.
  • Make sure your bidder is able to identify that the impression is for SSL inventory by looking for the value 48 in the excluded_attribute field in the BidRequest. Learn more
  • Declare attribute 47, RichMediaCapabilityType: RichMediaCapabilitySSL, in the attribute field of the bid response. Learn more
  • Ensure that the creative is SSL compliant and that all third- and fourth-party vendor calls are SSL-compliant.

Update on DMP policy enforcement

Google Display Network, a publisher on the DoubleClick Ad Exchange, is de-certifying third-party vendors designated as Data Management Platforms (DMPs). This means that third-party DMP pixels will no longer be permitted on AdSense, including YouTube, inventory. Beginning January 1, 2015, any bid response for AdSense publisher inventory that contains a third-party (i.e., not owned by the buyer or bidder) DMP pixel will be filtered for using a disallowed third party vendor. Other publishers on the exchange have similar controls to allow or block DMPs.

Action: If you wish to receive impression by impression event level data to replace what would be captured by a DMP pixel, Ad Exchange offers free Data Transfer files with event-level data. This enables you to understand your performance and to report on impression specific conditions, and if you wish, you may share your files with a DMP vendor. Information on this process can be found here.

Real-time bidding updates


To keep up with real-time bidding changes, subscribe to the Ad Exchange Feed on the Google Ads Developer Blog.

Active View viewability rate in the bid request

Viewability enables you to make smarter bidding decisions and provides insight and transparency into the potential value of publisher inventory to optimize your bidding on Ad Exchange. You can use Active View viewability data from DoubleClick Ad Exchange to understand the probability that an impression will be seen by a user. When viewability data is available for the impression, Ad Exchange will pass the viewability rate to RTB buyers in a field in the bid request. In the BidRequest RTB buyers receive, the optional int32 viewability field will contain a value, either expressed as a percentage between 0 and 100 (rounded down to the nearest 10), or -1 where -1 indicates that historical viewability data is not available.

Update your bidder logic to read and ingest Active View data via the new viewability field. Learn more in the proto definition and the help center.

Increased support of over-the-counter (OTC) pharmaceutical ads

Ad Exchange has increased the support of over-the-counter (OTC) brands so that OTC only creatives can now run via Ad Exchange. Prescription pharmaceuticals are still unsupported. Ad Exchange determines OTC based on the landing page and the content of a creative. Landing pages are considered acceptable as long as they do not contain Prescription Drug Terms (PDT) or directly link to a pharmacy website. If the landing page of the creative contains PDT or directly links to a pharmacy website, the creative will be disapproved and the bid response will be filtered out of the auction.

Due to local restrictions, OTC creatives are not allowed in Japan, China, or Russia.

Detect and correct for vendor declaration

In January 2015, Google will activate a new system that can identify vendor technologies, declared or undeclared to apply filtering before the auction. We’ll refer to this new feature going forward as “detect and correct”. Detect and correct increases the accuracy of our vendor technology filtering and likely enhances the enforcement of publisher blocks.

We suggest that you carefully examine your vendor use and make any desired changes prior to January. You should still attempt to declare your vendors and individual technologies used.

Real-time bidding with OpenRTB and Ad Exchange

We are pleased to announce two new open source libraries that implement the OpenRTB specification and are now available on GitHub—google/openrtb and google/openrtb-doubleclick. The openrtb library provides support for the core OpenRTB model and was designed with extensibility in mind to support the development of libraries for other exchanges. The openrtb-doubleclick library is an extension of openrtb for Ad Exchange that provides interoperability between the OpenRTB model and the Ad Exchange real-time bidding protocol. The library also includes DoubleClick-specific utilities.

For more information about the OpenRTB specification, check out the documentation on their Github page.

UI announcements


New Pretargeting UI

Ad Exchange is proud to announce a simplified new interface for managing your RTB pretargeting settings. Our new UI and API make it significantly easier to understand and control which types of RTB callouts you receive. Pretargeting should feel effortless.

You can take a step-by-step tour to familiarize yourself with the new pretargeting workflow, directly in the Ad Exchange UI. To access the tour from the Pretargeting tab, click the settings gear, followed by the option to Take a pretargeting tour. Learn more about using pretargeting to specify inventory opportunities in our help center article.

Publisher Profiles

As a buyer on the Ad Exchange, you can view profiles for the publishers displaying offers in the Marketplace or Deals to learn more about their performance and inventory. Publisher profiles contain information about the type of business they're in, the unique attributes of their inventory, and what you will achieve by partnering with them. The profiles also contain contact details specific to both direct reservation and programmatic deals.

To view a publisher profile from the Marketplace, hover over and click anywhere within the top area of the offer that includes the logo and publisher name. To view a publisher profile from Deals, click within an open offer and click the publisher profile link near the top of the Offer details page. Check out this help center article to learn more about the information included in a publisher profile.

Sunsetting Market View

Market View is an inventory analysis tool that Ad Exchange released to buyers in 2012. Due to low usage and the release of a much more robust inventory analysis tool, Inventory Discovery, earlier this year, Ad Exchange will deprecate the Market View tool and remove it from the Ad Exchange Buyer UI within the next few weeks.

Action: If you have been using Market View to learn about the inventory available via Ad Exchange, start using Inventory Discovery instead. Inventory Discovery is a much more powerful inventory analysis tool that allows buyers to use various filters and targeting options to find the best inventory based on their needs. Learn more about Inventory Discovery in our help center.

Training updates


Training is for existing Ad Exchange buyers only. You must have an Ad Exchange login to register for the eLearning and webinars. See the Training videos and webinars to watch a training or register for the following sessions (English only):

Ad Exchange Fundamentals and Certification Exam - Self-paced e-Learning

In Ad Exchange 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 Ad Exchange, 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 Ad Exchange certificate. Get certified

Trading Deck Learning Path - Self-paced, guided checklist

Easy-to-use checklist that guides new trading desk users through core Ad Exchange training and help content to help them understand what role the trading desk plays in serving ads on Ad Exchange. The path includes Ad Exchange Buyer Fundamentals, along with advanced topics like available tools and troubleshooting disapproved creatives. Get started

Watch latest training: Introduction to Private Marketplace - Webinar

Join our product experts for an introduction into Private Marketplace. You'll learn the direct benefits and best practices for getting started with Preferred Deals and Private Auctions, including tips for developing your own programmatic winning strategy. Watch the webinar

October, 2014

Spotlight on new feature

Highlights


Take a pretargeting tour

You can take a step-by-step tour to familiarize yourself with the new pretargeting workflow, directly in the Ad Exchange UI. To access the tour from the Pretargeting tab, click the settings gear, followed by the option to Take a pretargeting tour.

Learn more about Using pretargeting to specify inventory opportunities.

Real-time bidding updates


To keep up with real-time bidding changes, subscribe to the Ad Exchange Feed on the Google Ads Developer Blog.

Policy updates


Pharmaceutical product policy

Contrary to AdWords, online pharmacy products are not allowed on Ad Exchange. This is because advertising pharmaceuticals and online pharmacies is prohibited and restricted in certain locations, and on Ad Exchange, all policies are global.

Learn more about the Ad Exchange pharmaceutical product policy.

April, 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.

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)
 

View the current announcements.

Was this article helpful?
How can we improve it?