Create a Google Ad Exchange tag

To enable AdX and generate the ad tag, you will need to create a dedicated ad unit and line item.

In this specific guide, you can find step-by-step instructions for the Google tag creation on your Google Ad Manager account:

Ad units

Google guidelines for ad unit creation can be found here

Creating a new ad unit

1. Go to Inventory > Ad units > New ad unit.

   

    

2. Set the following parameters:

• Name - The name of the ad unit as displayed on the ad manager.
• Code - String of characters that is used in the VAST tag for this ad unit (up to 100 characters). The code name is case-sensitive and can't be changed later.
• Master – The common size for video ad units should be - 1X1v (Video/Vast). 
  Click save at the bottom.

Orders and line items

Creating a new order

Google guidelines for order creation can be found here

1. In the Delivery menu, click Orders.

2. In the Orders panel, click New order

   

3. Set the following parameters:

   Order Name - We recommend the following naming structure.  “[Company_name] ADX”.
   Advertiser - Identify the advertiser or buyer associated with the order. Create a new advertiser to be linked with this order, or use an existing one.

4. Click Add line item to create a line item that will be associated with this order.

Creating a new line item

(Google guidelines for Line Item creation can be found here)

1. In the New line item section, within the Video or audio panel, click Select video or audio.

2. Set the following parameters:

   Name - Add the line item name.

   Line item type - From the Type dropdown, select Ad exchange (12). This will define the creative type you will need to add later.

   Expected creatives - Switch All requested sizes on.

   Additional settings - Option to set the Web property alias as Video.

Delivery settings and cost - Set Start time to Immediately. Set End time to Unlimited.

Creative forecasting defaults - Set Max duration (seconds) to 60.

3. Target your line Item - In the Add targeting section, in the Inventory setting, select the ad unit you created. Set Inventory type to In-stream video and audio. Set Inventory format to Instream video. You can also assign additional targeting, such as geography, device etc.

   

4. Click Save.

Creatives

Create a new creative

(Google guidelines for video creatives creation can be found here)

1. In the relevant line item, go to the Creatives tab.  GAM should have automatically created an ADX creative.

   
   

2. If there isn’t a creative (or if it was removed), you can just click on “Automatically generate creative” and Google will create a new one.

Approve your order to start delivery

1. Once you have completed your setup, return to the order and approve it by clicking Approve, to start the delivery of the line items.  This will conclude the setup in GAM and start working once the tag is live.

2. (Please note it will take up to 30 minutes for the order to start delivering).
    

   

Generate an Ad Exchange video tag

(Google guidelines for Ad Exchange video tag creation can be found here)

1. Open your ad unit, and select the Tags tab.
2. In the Tag type step, under Select a tag type select Google Publisher Tag for Video and Audio.
3. Click Continue.
   

4. In the Tag options step, under Select a player SDK type, select Google IMA SDK.
5. Click Continue.
6. In the Additional tag parameters step, click Continue.
7. In the Tag results step, click Copy tag to save your newly-created video tag to your clipboard, for use in your implementation within the EX.CO platform.
8. Just remember to replace [placeholder] with the actual domain or our macro [URL].

9. Before setting it live, set up price floor rules as explained below.

   
   

Pricing rules

Control how ad impressions are valued and how much advertisers pay.

Set a new pricing rule for the ad unit

Before going live with the tag, make sure to add the pricing rule to the ad unit.

1. Click Inventory, then in the Delivery menu, select Pricing rules, then New pricing rule.
2. Name the pricing rule. Under Targeting, add the relevant ad unit within Inventory. You can create different unified pricing rules and assign them by different countries, devices or inventory URL, to target by domain.

3. Under Pricing, Click on “Set pricing for everything.
4. In the pricing box, click “Set floor prices” and add a floor price and click “Save”.