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What's new in DFP and Ad Exchange Seller

Release notes for November 13, 2017

Traffic and deliver ads

New interface design

We’ve updated the way DFP looks to align with other Google products, such as AdSense and AdMob. Functionality remains unaffected, but navigation are customized to optimize daily tasks. Learn more
DFP user interface tour

Programmatic native support for DoubleClick First Look

DoubleClick First Look functionality now includes programmatic native. This allows you to further maximize yield by expanding the inventory options available to buyers. Note that some native-eligible First Look inventory will backfill more often, increasing the number of programmatic calls made. Please review the targeting of your native styles to account for First Look behavior.

DCM standard placement tags no longer serve ads

As of October 2, 2017, DCM standard placement tags no longer serve image assets larger than 1x1. If you use these tags, request and traffic new image assets from your advertiser using a different placement tag type, such as the ins tag.

Manage network settings

Changes to Ad Exchange Seller Program Guidelines

We've updated the "Seller Partner Policies" section of the Google DoubleClick Ad Exchange (AdX) Seller Program Guidelines to clarify Seller Partner inventory and registration. These changes have taken effect as of November 13, 2017.

Report and optimize

Find opportunities to earn more with native formats

DFP now lets you know if you can earn more revenue on inventory using a native app install format. This format promotes mobile app installs in both mobile web and apps content. If we find that the native app install format might improve your revenue, we’ll suggest you add the format to selected ad units already eligible for Native Ad Exchange traffic. Learn more

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. As part of this, we'll mark the "Ad server code served count" metric as deprecated. Learn more
    • Ad Exchange Open Offers
      In an effort to simplify workflow, we'll retire Ad Exchange Open Offers on November 28, 2017 (delayed from November 16).
    • Publishing products to Marketplace
      Publishing programmatic guaranteed products to the Marketplace will no longer be possible as of November 28, 2017 (delayed from November 16). You will no longer be able to create new products to be published to the Marketplace, and existing products will be unpublished.
      For publishers using DFP Programmatic with sales management, publishing products to the Marketplace will also be retired November 28, 2017. You can still create new products and use existing products for traditional and programmatic sales. However, the Marketplace rate card is to be converted to a conventional rate card. As a result, existing products associated with the Marketplace rate card will be unpublished from the Marketplace and no new products will have the option to publish to the Marketplace.
    • 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 here. 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 may not monetize correctly or may fail to render ads correctly, resulting in lost revenue.
    • 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.
    • Audience Explorer
      By the end of 2017, we'll be deprecating Audience Explorer in DFP. Audience segment data in Audience Explorer is not currently being updated.
      • 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
  • Policy violation notifications update
    To improve your policy violation workflow, next month we’ll be switching from daily emails to DFP user interface notifications. These notifications will allow you to quickly take action on page-level policy violations. You’ll be kept informed on new policy enforcements and be able to filter notifications by type.
  • Network Partner Management for Ad Exchange mobile in-app
    You'll soon be able to monetize Ad Exchange network partner apps. Any unclassified apps will not serve; you must declare your network partners' apps, as well as your own.
  • Changes to video content source sync options
    We’ll be introducing the ability to request a manual sync of individual video content sources. The “Sync changes” and “Sync all” buttons for your content sources will move to the content source details page. In addition, the “Sync changes” and “Sync” buttons will be available on the source list screen to allow you to request syncs for multiple sources.
  • Optimized competition
    Opting into optimized competition will enable you to improve overall yield on inventory that is eligible for dynamic allocation across DFP and Ad Exchange, through increased competition between direct and indirect sales in an easy, fully automated manner. With optimized competition, 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.
  • DFP First Look on primary account only
    On December 1st, DFP will only allow First Look to transact on your primary linked Ad Exchange account. Networks that previously enabled First Look on non-primary accounts will soon stop transacting in First Look. This does not affect traffic otherwise set through Ad Exchange line items.
  • New "Optimization type" dimension
    You'll soon be able to add the "Optimization type" dimension to DFP reports to help you understand the impact of certain optimization features. You'll be able to view a breakdown of data by the following optimization types:

See previous release notes

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