Structure and control your inventory

Inventory management

The Inventory section is a management system made up of dimensions used to create inventory segments: tags and URLs. Your inventory is the basic layer on which all other settings are built upon. Here is where you decide how to best manage your inventory. You have access to create and edit tags, add URLs, and access third party ad server inventory.

Add and edit a tag

A tag is a piece of code that you place in the source code of your website or in your ad server. Through rules, you control what type of buyers, advertisers or ads are eligible to serve through a given tag for a defined floor price. To add and edit a tag:

  1. Sign in to DoubleClick for Publishers.
  2. Click Inventory and then Ad Exchange inventory and then Tags.
  3. Click + New tag. The “New tag” prompt window opens.
  4. Enter a meaningful name that clearly identifies the tag, including ad size and ad location on your site. 
    For example, “Sundance ROS 300x250” means the inventory available is for an ad size of 300x250 for run-of-site on the Sundance site.
  5. From the ad code drop-down, select an ad size. The ad code automatically populates when an ad size is selected.
  6. Click Save. A tag ID (e.g., 835477075) is automatically assigned to the tag. The ad code information is populated after the tag is saved. In this example, the 336x280 Large Rectangle was chosen from the ad code drop-down.

    Sample code snippet:
    <script type="text/javascript">
    google_ad_client = "TODO"; /* TestTag */
    google_ad_slot = "835477075/TESTPS";
    google_ad_width = 336;
    google_ad_height = 280;
    <script type="text/javascript"
  7. Copy and paste the generated code into your ad serving system (make sure it complies with the Ad Exchange program policies).
    IMPORTANT: Any tag can be any size, tags do not store an associated size. A request can also have no Tag ID (only the publisher code and size.)
Add and edit a URL

Using URLs

If you have a simple site with a URL structure that's unlikely to change, we recommend you use URLs when you segment your inventory. The DFP inventory structure isn't dependent on a string format and an ordered hierarchy, but URL structuring tends to be more rigid.

For example, if you have a website where the URLs are organized by date > section > article name, using URLs means that you can never change the URL formatting from your database, and the ordering must always be fixed. Therefore, using the non-rigid multi-dimensional structure of DFP tags gives you more flexibility.

If there are no effective ways to access the information (for instance, if you use a 3rd party ad server and use sub-syndicates that are separated by distinct, clear URLs), then URLs may work perfectly for you.

  1. Sign in to DoubleClick for Publishers.
  2. Click Inventory and then Ad Exchange inventory and then URLs.
  3. Click + New site. The “New site” prompt window opens.
  4. Enter your web property URL. 
  5. Once you have made your selections, click Save.

From the “URLs” list page, you can delete a site. Click the X to the right of the site. To reactivate the site, click the undo arrow.

If the middle part of the URL is a top-level domain (for example, com, edu, or web), we recommend including the full domain. For example, if your domain is, enter in the URL inventory to ensure proper parsing and reporting.
Select DFP ad units or placements in your targeting

If your Ad Exchange account is connected to your DoubleClick for Publishers account, your DFP inventory is imported directly into DoubleClick Ad Exchange on your behalf. The inventory is updated in real-time from DFP, so if you make a change in DFP, the update instantly appears in Ad Exchange.

  1. Sign in to DoubleClick for Publishers.
  2. Click Inventory and then Ad Exchange inventory and then DFP: Networks.
  3. When you first access "DFP ad units" or "DFP: Placements", you must select a checkbox that grants Ad Exchange permission to access the inventory. When the permissioning message appears, select the checkbox. 
  4. Create a new rule or edit an existing rule.
  5. Use the targeting selector tool to identify your DFP ad units or placements inventory.
  6. Construct your rule, as usual.

The "All DFP ad units" and "All DFP placements" columns appear only if you have DFP inventory. In the Rules list page, any existing rules display targeting as "All DFP ad units" or "All DFP placements" in addition to any existing criteria.

All DoubleClick for Publishers inventory shown in the "DFP: Ad units" or "DFP: Placements" pages are read-only, therefore any necessary changes need to be made via DoubleClick for Publishers.

Custom targeting for third party ad servers

Ad Exchange DOES NOT support custom targeting for third-party ad servers. Instead, custom targeting is defined and managed in DoubleClick for Publishers (DFP). Custom targeting allows publishers to pass arbitrary identifiers in display, mobile, video, and games ad requests. These values can be static or generated dynamically by the third party ad server. Once the custom targeting is created in DFP, those values are made available for inventory targeting within Ad Exchange Rules

Use cases for ad serving integration

Managing your direct and indirect inventory as a whole is a critical part of a successful sales strategy. Below is a description of ad serving integration into the Inventory Controls system using DFP or third party ad serving.

For all ad servers, all DFP inventory and Ad Exchange tags can be used or updated, as needed. Where applicable, we recommend the use of generic tags. However, generic tags are not always possible. 

Use DFP for your ad serving

Do you use another ad serving solution and want a simple run-of-network (RON) setup?

For a quick and easy implementation using basic functions:

  1. If permitted in your domain setup, create a tag for each domain or use generic tags and URLs (see the Add and edit a URL section above).
  2. To figure out how to properly implement Ad Exchange, consult your ad server’s documentation.
Do you use another ad serving solution and want an advanced setup with granular controls?
To take advantage of all the functionality Ad Exchange has to offer:
  1. Create nested tags to mirror your ad server inventory hierarchy
    Nested tags are typically used with ad server macros to invoke the tag within Ad Exchange. Ad server macros are useful for passing important information to the advertiser or third-party ad servers. Learn about how to create a nested tag.
  2. Use URLs to limit the amount of tags to simplify trafficking efforts in your ad server.
  3. (Optional) Backup ads and third-party ad serving 
    If you have an Ad Exchange tag on the page and want to redirect to a third-party ad server for your backup ad, add the "google_alternate_ad_url" parameter to your tag. This parameter redirects the request to the URL you provide when there is no available Ad Exchange bid. Since this parameter is included in the tag, the request can be filled with ad server macros, including the ad size.
Next step: Regulate your content through rules
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