Features and guidelines for Programmatic Direct
This article lists the supported features and technical restrictions for Programmatic Direct campaigns in Google Ad Manager, including creative types, formats, and rule behavior.
Programmatic Direct features are available to all Ad Manager publishers with a mapped Ad Exchange account. The following restrictions apply to programmatic campaigns:
- Campaigns must adhere to content policies as outlined in Google Ad Manager Partner Guidelines.
- Campaigns can only transact on pages containing supported Ad Exchange languages.
-
Publishers using Multiple Customer Management or Scaled Partner Management can only serve campaigns to domains verified in their partner management network.
On this page
Programmatic ads can show multiple times on the same page, which allows maximum programmatic revenue.
To avoid showing programmatic ads multiple times on a page, specify different categories for a placement so the ad would be eligible on only one placement. Decreasing auction pressure might reduce your overall revenue.
The following tables list the supported features for Programmatic Direct campaigns:
- Both Programmatic Guaranteed deals and Preferred Deals Beta support either advertiser-provided creatives or publisher hosted creatives.
- Refer to DSP partners for Programmatic Guaranteed for features supported by demand-side platforms (DSPs).
- Programmatic Guaranteed and Preferred Deals don't support Ad Exchange for Games properties.
Line item level
| Feature | Advertiser provided | Publisher managed |
|---|---|---|
| CPM Standard | 👁 Supported |
👁 Supported |
|
CPD Sponsorship Note: CPD Sponsorships are only supported for Display & Video 360 partners and advertisers who have billing addresses outside the European Economic Area (EEA). |
👁 Supported Programmatic Guaranteed only |
👁 Supported |
| CPM Sponsorship |
Programmatic Guaranteed only |
|
| CPC, vCPM, CPA | 👁 Not supported |
👁 Not supported |
| Roadblocks |
👁 Supported |
👁 Supported |
| Creative rotation | 👁 Not supported |
👁 Not supported |
| Video master/companion | 👁 Supported |
👁 Supported |
| Display master/companion | 👁 Not supported |
👁 Supported |
| Multiple, different size creatives per line item | 👁 Supported |
👁 Supported |
| Creative size overrides | 👁 Supported |
👁 Supported |
| Optimized video pods | 👁 Supported |
👁 Supported |
| YouTube cross-sell | 👁 Supported |
👁 Supported |
| Dynamic Ad Insertion | 👁 Supported |
👁 Supported |
| Buyer audience lists | 👁 Supported |
👁 Supported |
| Alcohol ads | 👁 Supported If opted in on network and inventory. Note alcohol ads can only be served in certain countries. |
If opted in on network. Note alcohol ads can only be served in certain countries. |
Measurement
| Feature | Advertiser provided | Publisher managed |
|---|---|---|
| Active View |
👁 Supported |
👁 Supported |
Creative types
| Feature | Advertiser provided |
Publisher managed |
|---|---|---|
| Image creatives | 👁 Supported |
👁 Supported |
| Third-party creatives | 👁 Supported |
👁 Supported |
| Standard native formats | 👁 Supported |
👁 Supported |
| Custom native formats | 👁 Not supported |
👁 Supported |
| Standard creative templates | 👁 Not supported |
👁 Supported |
| Custom creative templates | 👁 Not supported |
👁 Supported |
| HTML5 creatives | 👁 Supported |
👁 Supported |
| Interactive (playable) creatives | 👁 Supported |
👁 Supported |
| Studio creatives | 👁 Not supported |
👁 Not supported |
| Campaign Manager 360 tag (internal redirect) | 👁 Not supported |
👁 Not supported |
| Video creatives | 👁 Supported |
👁 Supported |
| YouTube-hosted video creatives | 👁 Supported |
👁 Supported |
| VAST redirect creatives | 👁 Supported |
👁 Supported |
| Standard native video creatives | 👁 Supported |
👁 Supported |
| Custom native video creatives | 👁 Not supported |
👁 Supported |
| Video overlay creatives | 👁 Not supported |
👁 Supported |
| Set-top box creatives | 👁 Not supported |
👁 Supported |
| Audio creatives | 👁 Supported |
👁 Supported |
| Audio redirect creatives | 👁 Supported |
👁 Supported |
Formats
| Feature | Advertiser provided | Publisher managed |
|---|---|---|
| Out-of-page, wallpaper, and expandable creatives |
👁 Not supported |
👁 Supported |
| Ad Manager creative wrappers and templates and creative macros | 👁 Not supported |
👁 Supported |
| Non-in-stream (Standalone and Interstitials) | 👁 Supported |
👁 Supported |
| Rewarded non-video | 👁 Supported |
|
| Rewarded video (app and mobile web) | 👁 Supported |
👁 Supported |
| TrueView video | 👁 Not supported |
👁 Not supported |
| MRAID | 👁 Supported |
👁 Supported |
| Interstitial app | 👁 Supported |
👁 Supported |
| Mobile web interstitials | 👁 Supported |
👁 Supported |
| Skins | 👁 Not supported |
👁 Supported |
| Takeovers | 👁 Supported |
👁 Supported |
EU user consent settings
EU user consent settings apply to Programmatic Direct.
Protections
Protections are rules that help you protect your brand by restricting how, where, or which ads can serve on your websites or apps. Protections are often overridden for Programmatic Direct campaigns, but there are some notable exceptions.
Pricing rules
Pricing rules allows you to set pricing for advertisers, brands, or sizes across programmatic demand in the Open Auction. Pricing rules don't apply to Programmatic Direct campaigns. Programmatic Direct campaigns are direct sold campaigns with a specific buyer and, therefore, do not fall under rules meant to apply to competing buyers in the Open Auction.