Learn about mobile app and mobile web inventories
Video inventory for mobile devices is categorized into two types: mobile app and mobile web.
Mobile app inventory
Mobile app inventory includes in-stream and outstream formats, consisting of HTML5-compatible inventory. Publishers pass buyers the ID of their app, which corresponds to the ID used in the iTunes App Store or Google Play Store environments.
The iOS Identifier for Advertising (IDFA) or the Android Advertising ID (AAID) are sent in the bid request. Learn more about targeting mobile apps with IDFA or AAID.
Mobile web inventory
Mobile web inventory targets users typically browsing mobile versions of websites on their mobile devices. Pre-roll, mid-roll, and post-roll ad positions are available, as well as in-feed video placements.
Requirements for all mobile video
All creatives for mobile video require VAST certification, must be HTML5-compliant, and contain an MP4 format (maximum 10 MB, with a maximum duration of either 15 or 30 seconds, depending on the publisher requirement in the request). You must declare the video URL in your bid response. A video pretargeting configuration should also be set up for video inventory, targeting mobile and tablet only.
Specific requirements per inventory type
| Inventory type |
Functionality |
Placement |
Mobile app
interstitial |
Skippable
|
INTERSTITIAL = 2 |
Mobile app
in-stream |
Non-skippable and skippable
(majority is non-skippable mid-rolls and post-rolls)
|
INSTREAM = 1 |
|
Mobile app Rewarded
(Beta)
|
Non-skippable
|
INTERSTITIAL = 2 |
Mobile web
in-stream |
Skippable and non-skippable
Accepts VPAID 2.0
|
INSTREAM = 1 |
| Field name |
Description |
Example |
device_type |
Type of mobile device in which the ad is shown:
UNKNOWN_DEVICE = 0HIGHEND_PHONE = 1TABLET = 2CONNECTED_TV = 4GAME_CONSOLE = 5
This replaces the deprecated mobile_device_type.
|
2 |
is_app |
If true, this request is from a mobile app. |
false (default) |
app_id |
Mobile app store identifier:
- Apple devices pass the app store ID
- Android devices pass the fully qualified package name
|
343200656 (Apple)
com.domain.example (Android)
|
url |
App Store URL: The URL for the app's page on the Google Play store or the Apple App Store.
Content URL: The URL for the app's corresponding web page allowing contextual targeting of the app based on the web's content. |
|
app_name |
Actual app name. |
Super-Bright LED Flashlight |
app_rating |
Average user rating for the app. The range of user rating is between 1.0 and 5.0. Currently only available for apps in Google Play store. |
4.6 |
platform |
Platform of the mobile device:
|
Android |
hardware_version |
Model of the Apple iOS device in which the ad is shown (if applicable) |
iphone 5s,
iphone 6+,
ipad 4 |
Video player size: width, height |
For VAST video ad requests a single width/height pair specifies the Google-detected video player size. If Google cannot detect the player size, the publisher-provided player size (if available) is used.
For mobile interstitial ads (including ones where video ads are eligible) multiple width height pairs are passed. Please note that these are full screen placements, and therefore it is better to read screen height and width.
|
|
max_ad_duration, min_ad_duration, and skippable_max_ad_duration |
Required video lengths.
Many publishers require ads to be skippable and have a maximum duration of 15 or 30 seconds.
|
15 |
video_ad_skippable |
Value of SkippableBidRequestType containing one of the following:
ALLOW_SKIPPABLE = 0REQUIRE_SKIPPABLE = 1BLOCK_SKIPPABLE = 2
Interstitial inventory is always REQUIRE_SKIPPABLE. |
1 |
is_mobile_web_optimized |
Determines whether the web page is optimized for mobile browsers on high-end devices. |
True, False |
allowed_video_formats |
Describes the allowed video technologies for ads served in response to this request. The response should indicate support for at least one of them. The values for this repeated field come from the enumeration VideoFormat:
VIDEO_FLV = 0VIDEO_MP4 = 1YT_HOSTED = 2VPAID_FLASH = 3VPAID_JS = 4
|
1 |
playbackmethod |
Describes how the ad was played.
METHOD_UNKNOWN = 0AUTO_PLAY_SOUND_ON = 1AUTO_PLAY_SOUND_OFF = 2CLICK_TO_PLAY = 3
|
1 |
ScreenOrientation |
The screen orientation of the device when the ad request is sent. |
portrait |
Set up pretargeting configurations to receive mobile callouts
You can pre-target mobile inventory to only receive requests for impressions that match your desired targeting criteria. This can include all mobile, mobile web only, or mobile app only. Pretargeting can be done in either the Authorized Buyers user interface or using the REST API.
Learn how to set up pretargeting configurations for different types of mobile inventory.
Learn more about real-time bidder integration with mobile.