Create an ad unit

There are two ways to create ad units:

  • Define ad units first in DoubleClick for Publishers and then add them to the ad tags on your website or mobile app. This is the typical method of creating an ad unit.
  • Include new ad units in your ad tags first. Once the ad server receives 10 requests for the ad unit, DoubleClick for Publishers will suggest you define the ad unit on the Inventory tab.

Define ad units in DoubleClick for Publishers before adding them to ad tags

  1. In your DoubleClick for Publishers account, click the Inventory tab, then click Ad units on the left-hand panel.

  2. Click New Ad unit.

  3. Enter a name, description (optional), and size.

    • Name
      • The name you create is what will be used in the ad tag. Only letters, numbers, underscores, hyphens, periods, asterisks, forward slashes, backslashes, exclamations, left angle brackets, colons and parentheses are allowed.
      • Ad unit names can be up to 100 characters in length.
      • It's not possible to change an ad unit name once you have created it. Instead, you can archive the ad unit and create another one with the new name.
      • Each name must be unique; you can't re-use names you've used before.
    • Size
      • Select Fixed size and then enter the size of the creatives the ad unit can host. You can also enter multiple sizes if you want to use the same ad unit for multiple ad slots or across different platforms with different sizes, such as mobile and desktop.
      • Select Smart Banner if the ad unit is for a mobile app and you want the ad unit to fill the width of the screen and have a fixed height. The Google Mobile Ads SDK has native support for Smart Banners and will add “pillarboxing” (black bars to the left and right of the banner) to the creative as necessary to fill the entire current width of the banner view.
  4. Define a target window, which identifies the browser window where an ad's landing page will open. This value is set as the target attribute of the ad link. Values include:

    • _top: The target URL will load in the full body of the window, breaking out of any potential framesets.
    • _blank: The target URL will open in a new, unnamed window.
    • If the ad unit is going to be in an application, “Target window” is ignored. When the ad serves on Android devices, an external browser window opens; when the ad serves on iOS devices, an in-app web view opens.
  5. Associate the ad unit with one or more placements by clicking Add next to the appropriate placements (optional). (learn more about placements)

  6. If you want to require traffickers to explicitly target the ad unit in order for line items to serve to it, select ‘Special ad unit’ (learn more).

  7. Click Save.

Use ad units suggested from your tags

To use this feature, click the Inventory tab, click Network settings, and select Get suggestions for new ad units.

You might want to add a new ad unit to an ad tag before defining it in DoubleClick for Publishers if you want to accrue seven day’s worth of impressions and run forecasts for it before traffickers can start targeting line items to it. (This functionality is similar to auto-created zones in legacy DART for Publishers.)

How does it work?

If the ad server receives at least 10 requests for an undefined ad unit within a seven-day period, DoubleClick for Publishers will suggest that you define it on the Inventory tab. The list of suggested ad units is updated once a day, so when you include an ad unit in an ad tag, it will show up on the list of suggested ad units no more than 24 hours later. Suggested ad units will remain on the list as long as there have been more than 10 impressions in the past seven days.

Only ad units that you approve will be added to the Inventory tab. You can ignore a suggestion if, for example, the ad unit was included in the ad tag by mistake because of a typo. Once you approve the auto-suggested ad unit, traffickers will be able to target line items specifically to it.

You can only approve suggested ad units; you cannot delete or archive them.

Which ads will serve to a suggested ad unit that is not yet approved?

If you have already defined a first-level ad unit on the Inventory tab and you add a second-level ad unit to the tag before you approve it, ads targeted to the first-level ad unit and run-of-network ads will serve to the unapproved ad unit. If you add a brand new first-level ad unit to an ad tag, run-of-network ads will serve to it.

For the target window (for example, _blank, which opens in a new window or tab), suggested ad units use the same target as the parent ad unit. First-level ad units inherit the target window from the network settings on the Inventory tab.

To approve ad units suggested by DoubleClick for Publishers:

  1. Click the Inventory tab.

  2. Click Suggested ad units on the left-hand panel.

  3. Narrow down the list of suggested ad units by selecting a filter (Any number of impressions, Greater than 10 impressions, Greater than 100 impressions, Greater than 500 impressions) and click Go (optional).

  4. Select the ad units you want to approve.

  5. Click Approve.

Please carefully review all suggested ad units in case the suggestions were created from misspellings or typos of existing ad units.

Report on auto-suggested ad units

Auto-suggested ad units won’t show up in reports until you approve them. Instead, their impressions will be counted in with the ad unit above them. Impressions for top-level ad units are included in the network level and attributed to the default ad unit.

To add a new ad unit size to your network, simply create a new ad unit and give it the new size, or set the new size for an existing ad unit.

Training: Check out the DFP Inventory Fundamentals training module.