What's new in DFP and Ad Exchange Seller

Release notes for March 5, 2018

Traffic and deliver ads

GPT no longer supporting IE version 10 or below

As of March 5, 2018, we 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 these browsers, and impressions may not be counted.

SafeFrame exposed to creatives on AMP pages

The SafeFrame API is now exposed to standard HTML ads that serve on AMP pages using DoubleClick AMP ad tags. SafeFrame replaces the functionality that was previously offered by the window.context API, allowing creatives to retrieve data from and interact with the parent page. This feature is being released in preparation for Delayed Fetch Deprecation, because Fast Fetch will no longer allow access to the window.context API. Learn more

Manage inventory

Analyze past and future impressions for 18 months  (Beta) 

We have increased the timeframe when you can view historical traffic and future impression opportunities to 18 months. This provides even more data to find better ways to segment and package inventory. This data can help coordinate your sales organizations on how best to sell in the future. Note that there’s a limit of 90 days of historical data when filtering by Requested ad size or Key-values. Learn more

New Programmatic Guaranteed research

New research from The Boston Consulting Group found that using Programmatic Guaranteed to set up and manage direct deals saves publishers 57% more time versus traditional reservations. Get the report and learn more about DFP Programmatic in the Help Center.


Coming soon

  • Custom creatives and creative wrappers available for AMPHTML ads
    We're adding support for the following creative features for AMPHTML ads, enabling you to deliver faster, lighter, more secure ad experiences:
    • You'll soon be able to traffic custom creatives in DFP built in AMPHTML. These creatives are particularly well-suited for AMP pages, because they are rendered faster than standard HTML ads. Learn more
    • You'll soon be able to add an AMPHTML variant to creative wrappers, including existing standard HTML wrappers This will allow you to serve third-party tracking pixels or other code that's useful to you, whether the delivered ad is standard HTML, or AMPHTML. Learn more
  • 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
  • Updates to Ad Exchange video policies for muted autoplay video ads
    We're updating our Ad Exchange video and games policies and Ad Exchange video requirements for muted autoplay video ads.
    • For skippable ads, muted autoplay video ads are not permitted.
    • For non-skippable ads, muted autoplay video ad placements can only serve ads via preferred deals, programmatic guaranteed deals or when properly declared as muted autoplay inventory. Muted autoplay video ad placements should only play when the ad is in the viewport on page load; autoplay below the fold is prohibited.
    • For Open Auction or Private Auctions, all inventory must be properly declared. For example, muted autoplay video ad placements must be declared as muted autoplay.
    • Scroll-to-play and hover-to-play implementations are not allowed for Instream content.
  • 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.
  • Placement reports will soon use current ad unit associations
    DFP reports on placements will soon include data based on the current ad unit associations, rather than the ad units associated with a placement when the impression or click occurred.
  • Mediation traffic will be included in "Total" revenue metrics 
    Starting in April, 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.
  • Deprecation of 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 that rely on data from third parties may not monetize correctly or may fail to render ads correctly, resulting in lost revenue.

See previous release notes