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What's new in DFP and Ad Exchange Seller

Release notes for January 8, 2018

Traffic and deliver ads

Deprecation of Ad Exchange UI tags in DFP Ad Exchange line items

Over the last few months, we've been deprecating Ad Exchange UI tags in DFP Ad Exchange line items for remaining publishers. As of 12/15, this deprecation is complete for most publishers, with a few exceptions.

For all traffic from DFP, you can no longer use Ad Exchange UI tags in rules, deals, and reporting in Ad Exchange, but you may replace them with DFP targeting (ad units, key-values, and placements). Use our guide to restructure your Ad Exchange configuration and remove the Ad Exchange UI tag.

If you haven't made any changes, Ad Exchange UI tags will no longer be included in your DFP ad requests. Any rule or deal that targets an Ad Exchange UI tag will no longer be matched with ad requests from DFP. Monetization will continue, but will do so via other rules and deals, as Ad Exchange tags associated with DFP line items will no longer be sent.

This doesn't impact Ad Exchange tags placed directly on website pages or on third-party ad servers.

Manage inventory

How Chrome plans to enforce the Better Ads Standards

The Coalition for Better Ads, of which Google is a member, developed the Better Ads Standards. The Ad Experience Report reviews the ad experiences on sites and flags those that research shows annoy your visitors. Starting on February 15, 2018, Chrome will stop showing all ads on sites that have been in "Failing" status  for more than 30 days, as reported in the Ad Experience Report. To learn more, visit the Google Developers site or the Web Tools help center.

Deprecation of Audience Explorer

As of the end of 2017, we've deprecated Audience Explorer in DFP. Audience segment data in Audience Explorer is no longer available.

  • Use the "Audience segments" page to view data on total, mobile web, AdID, and IDFA sizes for each segment.
  • Use forecasting to view data for 30-day impressions and clicks, and 15-day active user metrics. You can estimate how many users are targeted by your third-party lists. Learn more

Block an iTunes app with one URL

You can now enter one URL in Ad Exchange to block an iTunes app from advertising on your property. There are often several versions of URLs that point to the same app, such as and Now, when you enter any of the URLs, the app will be blocked entirely -- you no longer need to add all of the URLs. This matches the existing functionality for Google Play Store URLs. Learn more

Report and optimize

Update to Yield group dimension names

To ensure consistency with the DFP UI, we are changing the name of the "Yield group partner" and "Yield group partner tag" dimensions in DFP Query Tool. These will now appear as simply "Yield partner" and "Yield partner tag".

Coming soon

Upcoming feature retirements

To simplify DFP and Ad Exchange, we'll be retiring some features:

  • Report dimensions, metrics, and report types
    To further fine tune the DFP Query Tool, we'll be retiring some dimensions, metrics, and report types on a rolling basis. Learn more
  • Google Mobile Ads (GMA) SDKs versions lower than 7.0.0
    Starting January 23, 2018, Android and iOS Google Mobile Ads SDK versions lower than 7.0.0 will be deprecated. To continue serving mobile ads from AdMob, Ad Exchange, or DFP after this date, upgrade to the latest iOS or Android version of the Google Mobile Ads SDK.
  • Update to policy about linked Ad Exchange account information shared in DFP
    The data-sharing policy will soon be updated to allow DFP reports to display programmatic channels and other configuration information related to impressions filled by the DFP network from linked Ad Exchange accounts.

See previous release notes