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What's new in DFP and Ad Exchange Seller

Release notes for February 5, 2018

Traffic and deliver ads

Review buyer changes in programmatic proposals

DFP now highlights changes to negotiable fields. Highlighting changes helps you identify how campaign terms have been modified before accepting or finalizing a proposal. Learn more

Traffic rewarded ads for apps

You can now traffic video ads on apps, and allow users to voluntarily watch the ads in exchange for an in-app reward. Rewarded ads can be set up directly in Ad Exchange or DFP, or using Ad Exchange in DFP. They also need to be requested through the Google Mobile Ads SDK (Android | iOS). Learn more

New AMP IMA Video component

The amp-ima-video component for AMP (Accelerated Mobile Pages) provides a streamlined, lightweight video player with video ad support to help improve monetization. It currently supports VMAP, skippable ads, ad podding, VPAID JavaScript, and Active View. The player is already integrated with the IMA SDK; to embed it, just insert the tag on your AMP page and provide an ad and video content URL. Learn more

Placement policies for iPhone X are now required

With the launch of the iPhone X, app developers must plan for new design considerations, such as rounded corners, notch, and home screen indicator on the extended screen. These can obscure content and lead to bad ad experiences for users when ads are placed in these areas. You can refer to the iPhone X ad rendering guide to help you shift placement of mobile app banner or native ads to designated "safe areas" for this new device.

Back in October 2017, we announced an update to our Ad Exchange open auction policies that would become active starting November 20. Our policies indicate that ads must not be placed where objects may interfere with the user's typical interaction with the ad, app, or website, such as under the home screen indicator on the iPhone X. Compliance with these policies is now required.

Report and optimize

Report dimension and metric retirements

To reduce complexity and provide better support, we've retired some report dimensions and metrics. Learn more


Coming soon

  • Preferred Deals are now in DFP

    Ad Exchange Preferred Deals will be deprecated at the end of 2018. Preferred Deals in DFP (Beta) allow you and the buyer to negotiate a non-guaranteed campaign. Preferred Deals in DFP vary from the preferred deals you may have used in Ad Exchange and provide several key advantages.

    • DFP key-value targeting
    • Targeting presets
    • Integrated forecasting
    • Creative preview and review
    • DFP troubleshooting tools

    Contact your account manager to enable Preferred Deals in DFP. Learn more

  • Non-compliant MRSS feeds will soon stop syncing changes
    MRSS feeds not compliant with the new feed specification will soon stop syncing changes using the delta feed. DFP continues to read all fields (including deprecated fields) from full feeds only, automatically syncing once per day. After March 31, 2018, feeds that do not comply with the new feed specification will not be ingested.

    See the feed migration guide.

  • Update to policy about linked Ad Exchange account information shared in DFP reports

    Starting March 7, 2018, some configuration information related to impressions filled by the DFP network through new and existing linked Ad Exchange accounts can appear in DFP reports. For example, a new “Programmatic Channel” report dimension will soon be added to the DFP Historical report type so publishers can report on all channels, such as Programmatic Guaranteed and Ad Exchange deal types, sold through their linked Ad Exchange accounts. Learn more

  • Mix native and banner ad requests for Custom rendering

    You’ll be able to use the Custom rendering feature to have banners compete with native ads on apps to maximize performance. Advanced developers will use the Google Mobile Ads SDK to increase revenue in inventory usually reserved for native- or banner-only by allowing both ad types to compete against each other in real time.

  • Deprecation of Delayed Fetch on AMP (action required)

    On March 29, 2018, we will deprecate Delayed Fetch as an ad request method for AMP, to be fully replaced by Fast Fetch for all <amp-ad type="doubleclick"> ad slots. You can read more about Fast Fetch and its benefits. You may need to make tagging changes to AMP pages using DoubleClick tags to ensure they continue to function correctly with Fast Fetch. Without those changes, AMP pages that rely on data from third parties may not monetize correctly or may fail to render ads correctly, resulting in lost revenue.

  • Limiting Google Publisher Tag SRA requests to 30 ad slots (action required)

    Starting on March 5, 2018, DFP will accept a maximum of 30 slots per SRA (single request architecture) request. If you use SRA, retag your pages to limit the number of ad slots in your requests and ensure that you call defineSlot() only when you call display(). Learn more about SRA syntax.

See previous release notes