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What's new in DFP and Ad Exchange Seller

Release notes for February 20, 2018

Traffic and deliver ads

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 non-guaranteed campaigns. 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

Roadblocks for DFP Programmatic

You can now specify a count for each size in a programmatic proposal line item. Specifying count when there's inventory of the same sizes on a single page (roadblock campaigns) ensures that DFP requests the correct number of creatives from buyers. Prior, DFP was unable to capture multiple inventory of the same sizes in proposal line items. Learn more

Mix native and banner ad requests for Custom rendering

You can now use the Custom rendering feature to have banners compete with native ads on apps to maximize performance. Advanced developers can 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. Learn more

Manage inventory

Target and report on connected TV devices

Formerly classified as desktop inventory, connected TV devices (e.g. Roku, Xbox, Chromecast, and smart TVs) are now a separate device category which can be targeted or excluded. They are also now broken as a separate "Device category" in Query Tool reports. Devices must use an applicable user agent to be classified as a connected TV.

Native and rewarded ad formats now available for yield groups

In the past, yield groups were only available for banner and interstitial ad formats. Now, yield groups can also be used with native and rewarded ad formats. Yield groups are used to manage and optimize the inventory they target. Learn more

Report and optimize

Yield group report dimension includes overlapping events

In the past, impressions and other events were attributed to one of the yield groups eligible for an ad request. Now, the Yield group dimension includes overlapping metrics when the same yield partner and targeting exist for multiple yield groups. Use the Demand channel and Yield partner dimensions for a more accurate breakdown of delivery. Learn more


Coming soon

  • 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
  • Deprecation of IE version 11 support with GPT
    As of March 5, 2018, we will no longer support ad serving with Google Publisher Tags (GPT) for Internet Explorer versions 10 and below. This may result in ads rendering incorrectly or failing to appear in this browser, and impressions may not be counted.
  • Limiting Google Publisher Tag SRA requests to 30 ad slots (action required)
    Starting on March 19, 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.
  • Mediation traffic will be included in "Total" revenue metrics
    Starting in March, DFP mediation for mobile apps revenue will be included in the "Total" revenue metric totals. Today, impressions are included in "Total impressions," but revenue metrics, such as "Total CPM and CPC revenue," do not include mediation traffic.

See previous release notes