What's new in DFP and Ad Exchange Seller

Release notes for April 16, 2018

Traffic and deliver ads

Mute ads on websites that partner with Google

Users can now control the ads they see and signal which ads aren’t interesting to them for ads delivered via DFP. The feature benefits users by giving them greater control over their ad experience, advertisers who no longer pay to show ads to people who aren’t interested, and publishers who can show more relevant ads for users. Learn more

Increase demand with Exchange Bidding

Any premium DoubleClick for Publishers network can now invite third-party exchanges to compete with Ad Exchange and DFP in a unified real-time auction. Learn more

Create fluid-sized ad units for AMP pages

You can now monetize your AMP pages with fluid-sized native DFP reservation ads. Fluid sizes enable native ads to fill the space available to them, meaning they look more natural and adapt to nearly all mobile screen sizes. Learn more


Coming soon

  • Optimized competition soon available for DFP Small Business
    Optimized competition allows you to improve overall yield on inventory that is eligible for dynamic allocation across DFP and Ad Exchange. Yield improvements are realized through increased competition between direct and indirect sales in an easy, fully automated manner. When enabled, DFP remnant line items, Ad Exchange buyers, and Exchange Bidding buyers should have a better opportunity to compete when they are willing to pay high prices relative to reservations.

    Optimized competition will be enabled by default for all DFP Small Business networks when released. If you'd like to opt out, learn how to disable optimized competition. Learn more about how optimized competition works.

  • Optimized pricing for Private Auctions
    Optimized pricing will soon be expanded to Optimized Private Auctions (where Allow open auction buyer optimization has been enabled). Optimized pricing was previously released for Open Auction transactions. This release further increases the yield benefits of allowing Open Auction competition with your Private Auctions.
  • Ad Exchange Seller UI deprecation
    In a few months, we'll be deprecating the Ad Exchange Seller interface. You can use DoubleClick for Publishers (DFP) to access the same product features that are available in Ad Exchange. Learn more
  • Change to impression counting for direct Ad Exchange tag requests
    Ads requested directly from Ad Exchange tags, not through DFP, will soon count an impression when at least 1 pixel is visible. Learn more
  • Deprecation of SDK-less line items in DFP yield groups
    On May 25th, delivery for SDK-less mediation in DFP yield groups for Smaato, Drawbridge, Aarki, and CrossChannel (MdotM) will be discontinued. All SDK-less line items in DFP yield groups will be automatically archived and stop delivering.
  • Control the click-through experience of native styles
    We’ll be rolling out the ability to control whether native ads open in the same tab or a new window after they’re clicked. Currently, ads created through native styles all have the target="top" setting embedded into the HTML, which forces ads to always open in a new window. This launch will remove the HTML snippet and add control of native ad click-through at the ad unit level through the "Target Window" setting, which is already available to all other ads in DFP.

    This rollout started in early April and will be fully launched in the next few weeks. Please review your current HTML setup in preparation, and then adjust your "Target Window" setting as needed after the launch. As part of the rollout, you may notice some small percentage of traffic using the new "Target Window" setting early.

  • Lazy loading for publishers using the Ad Exchange tag
    On April 25th, 2018, we will be enabling lazy loading for publishers using the legacy Ad Exchange tag (publishers using the Google Publisher Tag will not be affected). Lazy loading enables pages to load faster, reducing latency and CPU consumption by pausing ad requests for any slot that is far from the user’s viewport. Those ad requests are subsequently sent when the slot is closer to the viewport and more likely to become viewable.

    In the long term and in aggregate, we expect that publishers will see a neutral revenue impact due to a reduction in non-viewable impressions, and a subsequent increase in viewability rates. If your pages have a large number of down-screen, low-viewability slots, you may see a decrease in queries, impressions, and revenue.

  • Change to data availability for Reach reports
    Starting the week of April 16th, 2018, Reach reports with the "Lifetime" dynamic date range will use 63 days of data.
  • Upcoming DFP report type, dimension, and metric retirements
    The "Ad request size" report dimension and other deprecated report types, dimensions, and metrics will soon be removed from the user interface. Learn more
  • Line item event history for troubleshooting (Beta) 
    The “Troubleshoot” tab of DFP line items will soon show how recent changes might be affecting delivery.

See previous release notes