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

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


To monetize your ads via Google Ad Exchange, please confirm with your Google account representative that Ad Exchange is enabled for your account.

Ad units

Google guidelines for ad unit creation can be found here

An ad unit is a designated space on your website or app where ads can appear. They are defined by size, location, and content type (banner, video, etc.). 

An ad unit can belong to multiple line items, but each ad unit must be assigned to at least one line item. In case there is no line item associated, the ad unit will be associated to all live line items automatically. Make sure to assign them all to a line item.

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. It’s helpful to include information about the ad unit's location in the name.
    Code - The string of characters that is used in the ad tag for this ad unit. (Up to 100 characters.) The code name is case-sensitive and cannot be changed later. If left blank, the code defaults to the value of the "Name" set in the ad unit.
    Description – An option to provide a description.
    Size mode – Select Fixed size. This ad size should match your expected creative sizes and line Item size.
    Master – The common size for video ad units will be 1X1v (Videp/Vast).

Orders and line items


An order is an agreement with advertisers or buyers to display their ads on your website or app. It contains details such as campaign duration, budget, and overall pricing terms. Think of them as contracts for ad placements.

Line Items

Line items are smaller components within an order, specifying how specific ad creatives will be served. A line item define details like: Targeting criteria (audience, demographics, etc.), delivery settings (frequency capping, start/end date), cost and pricing models (CPM, CPC, etc.).

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:
    Name - Provide a descriptive name for the order that identifies the campaign.
    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.


A creative is an ad served to users on a webpage, app, or other digital environment. Creatives can be images, videos, audio, and other formats that are delivered to users. Creatives must be added to line items for them to serve ads.

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

  2. Click Add creative > New creative > All requested sizes. Eligible sizes will be those defined in the line item.

  3. Create a name for the creative.

  4. Under Format, select In-stream, then select Skippable video, setting the Maximum ad duration to 60 seconds. Under Standard, select Standard video and set the Maximum ad duration to 60 seconds.

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.

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 unified 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, choose from several options:
    Set floor prices - The lowest winning bid must be at least as high as the floor price.
    Set target CPMs - Floor prices are dynamic but average CPM over time targets the chosen CPM.
    Let Google optimize floor prices - Google automatically sets floor prices based on bidder behavior. In the Branded field, enter the price you wish to receive.

Approve your order to start delivery

Once you have completed your setup, return to the order and approve it by clicking Approve, to start the delivery of the line items. (Please note it will take up to 30 minutes for the order to start delivering.)