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Inventory structure for DFP Mobile In-app

When getting started with mobile apps, there are many considerations behind setting up your inventory structure, such as trafficking, reporting, analytics, etc. The general article for designing inventory walks you through different ways to structure inventory in DFP. The following provides options for structuring inventory specifically for DFP Mobile In-app.

Ad units

It’s helpful to distinguish mobile app inventory from that of web, as apps are still often treated differently. There are several options:

  • Cross-platform ad units with mobile targeting (e.g., operating system = Android)
  • Cross-platform ad units with key values specifying app name and/or platform (e.g., tablet app or phone app)
  • Mobile app-specific ad units

Doubleclick Ad Exchange: If you’re an Ad Exchange publisher, please see here for how to structure inventory within Ad Exchange for in-app.

Line items and creatives

There are many use cases where a regular creative type (like an image) can serve equally to web and app. However, for more advanced use cases like expandable creatives / MRAID or mediation, you might want to distinguish creatives and line items for different apps or operating systems (iOS and Android).


If you’re using Ad Exchange for backfill with DFP, you can leverage your DFP ad units, placements and key values in Ad Exchange for rules and reporting. You don’t need to replicate the inventory structure in Ad Exchange.

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