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Identify targeting for Ad Exchange rules

After you have selected your rule category (for example, blocking or Open Auction pricing), you are ready to identify your inventory. The “When targeting” section offers you the option to decide which inventory is being offered, such as DFP ad server ad units and placements, tags, URLs, geography, or sizes, or any combination thereof.

For video ads, the targeting inventory selector displays different video-specific menu options. Durations, types and positions are only available if video capabilities are enabled.

Video duration and type targeting deprecation
The "ad duration" and "ad type" inventory targeting are in the process of being deprecated and may not be available in your Ad Exchange account.

 
  1. Click the appropriate syndication type sub-tab:

    Display
    1. DFP ad units or placements 
    2. Tags by Ad Exchange tags and ad server inventory
    3. URLs
    4. Geography by Country
    5. Inventory sizes
    6. Key/values
    7. Audience
    8. Operating systems
    9. Device categories
    10. Inventory bundles
    Mobile In-Apps
    Mobile In-App: Targeting with rules (5:34)
    1. DFP ad units or placements 
    2. Tags by Ad Exchange tags and ad server inventory
    3. Geography by Country
    4. Inventory sizes
    5. ​Key/values
    6. Audience
    7. Mobile apps
    8. Operating systems
    9. Device categories
    10. Inventory bundles
    Video and Ad Exchange for Games
    1. DFP video ad tags 
    2. URLs
    3. Geography by Country
    4. Durations enable you to allocate your inventory by video duration or length supported by the Ad Exchange video product.

      The "ad duration" targeting option may not be available in your account. Learn more

      Duration options include the following:
      1. 15 seconds 
      2. up to 20 seconds 
      3. up to 30 seconds 
      4. up to 60 seconds 
      5. up to 90 seconds 
      6. up to 120 seconds 
      How this works: Let's say you want to allow a 15 second ad rule, you would select "Up to 15s", as this would cover durations up to 15 seconds. If you wanted to allow a 30 second ad rule, then you would select "up to 20s and up to 30s", as this would cover durations up 30 seconds and so on.
    5. Types allow you to select inventory based on ad formats: standard in-stream and skippable in-stream.

      The "ad type" targeting option may not be available in your account. Learn more

    6. Positions enable you to allocate your inventory by the position of your video. The options include:
      1. Pre-roll: before content appears.
      2. Mid-roll: in-between content.
      3. Post-roll: after content has been viewed.
    7. Key/values
    8. Audience
    9. Operating systems
    10. Device categories
    11. Inventory bundles
  2. Decide which inventory to include or exclude from your targeting.
    • To add your selections to the “Selected targeting criteria” scroll box to the right of the selection area, click include.
      • The selected inventory appears highlighted in light green.
      • The "include" link turns grey and now reads included.
    • To add your selections to the “Selected targeting criteria” scroll box to the right of the selection area, click exclude. This will exclude all inventory that matches the selected targeting criteria.
      • The selected inventory appears highlighted in light red prefaced with a "not."
      • The "exclude" link turns grey and now reads excluded.
    • If you decide to remove a selection, click on the X located to the right of the your selection.

      Learn more about selecting targeting criteria

      All inventory is included by default except for preferred deals and private auctions. This means all targeting is included when no targeting is specified in any category. Once targeting is specified in a category, however, only that value is targeted for that category, excluding everything else in the category. For instance, including "300x250" in the "Sizes" category only targets 300x250 and excludes all other sizes.

      Preferred deals and private auctions size requirement

      For preferred deals and private auctions, you need to include at least one size in the "Size" category. This allows buyers to understand size requirements for their creatives. If you want to target all sizes, include them all in this category.

      Selecting multiple criteria within the same category results in OR logic. For example, click include on the "United States" and "Canada" criteria in the "Geography" category to receive callouts for impressions that are either from the United States or Canada.

      Selecting multiple criteria across different categories results in AND logic. For example, click include on the "300x250" criterion in the "Inventory sizes" category, and include on the "United States" and "Canada" criteria in the "Geography" category to receive callouts for impressions that are for 300x250 inventory and from either from the United States or Canada.

      When using key-values, the keys are effectively treated as categories. Different keys use AND logic, whereas multiple values for a single key use OR logic. For example, specifying pos=1;cat=sport,news means: (pos = 1) AND ((cat=sport) OR (cat=news))

      Only exact matches are supported for keys. You cannot use special characters such as an asterisk (*) or tilde (~) for broader key-value targeting.

  3. Depending on the rule category you wish to address, follow the instructions for any of these tasks:
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