What's new in DFP and Ad Exchange Seller

Release notes for July 9, 2018

DoubleClick for Publishers is becoming Google Ad Manager

Over the next few months, we'll be updating the DFP UI with new branding and a new look. We're renaming DFP to Google Ad Manager, but there will be no changes to product functionality. Learn more

By the end of July, the Ad Exchange Seller user interface will no longer be available and you'll be redirected to Google Ad Manager instead. Use Google Ad Manager to access the same product features that are available in Ad Exchange. You'll have access to all of your existing deals, and there will be no impact to delivery. Learn more

Traffic and deliver ads

Control the click-through experience of native ads

You can now control whether native ads open in the same tab or a new window after they're clicked. Previously, ads created through native styles had the target='top' setting embedded into the HTML, which forced ads to always open in a new window. This launch removes the HTML snippet and adds control of native ad click-through at the ad unit level with the Target Window setting, which is already available to all other ads in DFP.


View change history for Ad Exchange rules

You can now view change history data for Ad Exchange rules from May 25, 2018 onwards. Click Admin and thenChange history and filter on the Ad Exchange rule type, or view the detail page for a specific rule and click History. You can view updates to rules, Ad Exchange settings, inventory URLs, and rule priorities. Learn more

Coming soon

  • New Google Ad Manager Partner Guidelines
    The Google DoubleClick Ad Exchange (AdX) Seller Program Guidelines will soon be updated and renamed as the Google Ad Manager Partner Guidelines. These updated policies will more closely reflect the structure and terminology of the unified Google Ad Manager product. The updated policies will be posted on July 24, 2018, and will become effective 30 days later.
  • Simplified priority for Preferred Deals in DFP
    Preferred Deals will soon have a fixed priority that ensures they win ahead the Open Auction and unsold inventory. Preferred Deals in DFP continues to be in beta. 
  • Programmatic Guaranteed with Ad Exchange Buyers
    Over the past few years, we’ve been partnering with Demand Side Platforms (DSPs) including Adobe, Amobee, AppNexus, DataXu, DoubleClick Bid Manager, Infectious Media, MediaMath, and TradeDesk to expand Programmatic Guaranteed to more advertisers and agencies.

    As with any alpha or beta, we carefully review performance and feedback to ensure the best possible experience before launching to general availability. For Programmatic Guaranteed, our goal is to make sure you experience guaranteed and predictable campaign delivery. As such, we began to evaluate the success of Programmatic Guaranteed campaigns of all DSP partners in February 2018. In July 2018, we'll review their progress against success criteria. DSPs who have not met minimum requirements may have their access to Programmatic Guaranteed disabled. Next month, we'll notify you about which DSPs were impacted. Note that:

    • Programmatic Guaranteed campaigns that are already delivering at the time of enforcement will not be affected.
    • DSPs disabled for Programmatic Guaranteed campaigns continue to be eligible to buy across the Open Auction, Private Auctions, Preferred Deals and First Look.

    We are committed to partnering with DSPs and will re-evaluate their status in January 2019 or possibly sooner.

  • Ad Exchange UI tags converting to DFP ad units
    Ad Exchange UI tags will soon be converted to targetable DFP ad units. You'll be able to use the Tag Generator to generate both GPT and Ad Exchange tags for them. Each Ad Exchange syndication type (web, mobile in-app, video, or games) will be converted to a top-level DFP ad unit. This changes doesn't affect Ad Exchange tags placed directly on a page, or in a third-party ad server, which will continue to work. Learn more
  • Use long-lived page views to improve monetization of pages with dynamic content (Small Business only)
    On August 6th, we're launching long-lived page views, which extend the lifetime of a page view beyond the current limit of 30 seconds. Page views are a mechanism that enables the ad server to track all ad requests coming from a page, so that it can make fully-informed creative selection decisions. This information is used to enable roadblocking and competitive exclusions, and prevent duplicate ads from serving to the same page.

    Long-lived page views can improve monetization on pages with dynamic content where requests may be separated by more than 30 seconds, such as infinite scroll pages, pages with lazy loading, Single-Page Applications (SPA) and Progressive Web Applications (PWA).

    This feature will initially only be available to Small Business publishers, with DFP Premium publishers to follow in September. Most publishers won't need to make any changes to benefit from this improvement, but we recommend some best practices for API calls and structuring your page. Learn more

  • Deprecation of SDK Mediation creatives
    The SDK Mediation creative type will soon be deprecated and stop delivering to mobile app content. Use DFP yield groups instead. Learn more
  • Google Publisher Toolbar deprecation
    Google Publisher Toolbar has sunset support for DoubleClick for Publishers and Ad Exchange as of July 23, 2018. Instead, use DFP delivery tools, accessible in DFP and the Google Publisher Console. You can open the Publisher Console without having to reload the page you're viewing. Learn more
  • Change to mobile app impression counting for direct Ad Exchange tag requests
    Mobile app ads requested directly from Ad Exchange tags, not through DFP, will soon count an impression when the ad is displayed. Learn more
  • New Home dashboards replacing Yield report in DFP (Beta) 
    The new Home dashboards (Overview, Delivery, Advertisers) combine to provide even more insights and functionality than your former Yield report. View daily snapshots of your network's DFP and Ad Exchange revenue performance over time. You may need to adjust the user role permissions on your account to see all of the data available in these dashboards. Learn more
  • Removing the labelIds field in Google Publisher Tag (GPT)
    We'll soon be deactivating and removing the labelIds field, part of the SlotRenderEndedEvent object in the Google Publisher Tag. This is a legacy field that had historically been used in conjunction with competitive exclusions, but it's been deprecated since July 2017. You should notice no impact to ad serving.
  • Option to create GPT Light tags no longer available
    As of July 10, 2018, you'll no longer be able to create GPT Light passback tags using the tag generator. Existing GPT Light tags will continue to function with no changes required, but we recommend using standard GPT passback tags instead. Learn more

See previous release notes