Q4 2025
Manage inventory
New web interstitial triggers available
We have expanded our web interstitial offering with three new triggers, designed to help you monetize distinct moments in the user journey. Publishers can now opt in to the following behaviors:
- End-of-article: Triggers once the user reaches the end of a page’s main article element and begins to scroll back up or time elapses.
- Inactivity: Triggers after 30 seconds of user inactivity followed by user interaction. The timer starts after the last user interaction (for example, a scroll or click).
- Backwards: Triggers when a user navigates backward using their browser's back button, on supported browsers.
To opt in to these new triggers, in Ad Manager, click Inventory, then Network settings, and then select your desired triggers. For more information on implementation, visit Traffic web interstitials.
Traffic and deliver ads
Customize priority for programmatic deals
You can now customize the auction priority (1-9 or Open Auction optimized) for all non-guaranteed deal types. Use this feature to increase the priority of specific deals to honor preferred advertiser relationships or let other deals compete purely on CPM value. Deal priority is available for Preferred Deals, Private Auctions, and Marketplace Packages.
Passing full user agent for server-side unwrapping
The new video redirect setting introduces a server-side unwrapping option with support for a full user agent. Choosing the full user agent option sends the complete user agent string from the originating client device.
Creative-level opt outs for server-side unwrapping
Video redirect settings allow you to enable server-side unwrapping for an entire inventory segment. You can now additionally control if individual VAST creatives use server-side unwrapping, with a toggle on video redirect creatives.
Review suggested mappings for publisher provided signals (Beta)
Publisher provided signals (PPS) let publishers scale their first-party audience and contextual data to improve programmatic monetization. You can now review, accept, or reject category mappings suggested by Google AI for PPS. Using the suggested categories can help streamline your mapping workflow, reducing the need for manual effort. For more details, go to View suggested mappings for publisher provided signals.
Report and optimize
Optimizations for your network
The Optimization tips for Google Ad Manager page highlights revenue opportunities customized for your network. It now includes helpful graphics for all UI steps to minimize guesswork. You may see opportunities labeled "Easy setup" for quick wins, expert-guided consultations, or general suggestions for increasing revenue. Check often to find your latest strategy and tailored insights.
Interactive reports: Updates based on your feedback
We recently made the following updates to Interactive reports:
- Report types: Future sell-through, Reach, and Privacy & messaging report types are now available in Interactive reports. Support for additional report types is coming soon. Learn more about report types in Interactive reports.
- Exports: Report metadata can now be included in report exports. Learn how to export, share, or copy an Interactive report.
Data visualizations in Interactive reports
Interactive reports now supports a variety of data visualizations via a new “Charts” feature. You can create line charts, bar charts, and pie charts based on dimensions or metrics in your report. Charts are available in all Interactive report types. For more information, check out Create charts in Interactive reports. (Beta)
Device model and Device manufacturer dimensions in Historical reports
For more granular reporting, we’re adding two new dimensions to Historical reports: "Device model" and "Device manufacturer." In early 2026, the "Devices" dimension will be deprecated.
Policy
Upcoming US states with universal opt-out mechanism provision
Similar to other US states (for example: Colorado, Connecticut, Montana, Nebraska, New Hampshire, Texas, Minnesota, New Jersey, and Maryland), additional new US states, namely Delaware and Oregon, have similar universal opt-out mechanism or opt-out preference signals provisions. Starting November 17, 2025, for users in Delaware and Oregon, Google will receive Global Privacy Control (GPC) signals directly and trigger Restricted Data Processing (RDP) mode for those ad requests.
Upcoming US States with comprehensive privacy laws
On January 1, 2026, Indiana, Kentucky, and Rhode Island will have privacy law provisions coming into effect, namely Indiana Consumer Data Protection Law, Kentucky Consumer Data Protection Act, and Rhode Island Data Transparency.
Google's approach in these states is similar to that of existing US states with active comprehensive laws. Activating RDP mode turns off ad personalization, which may assist publishers in honoring opt-outs for targeted advertising and avoiding activities that could be considered a "sale" or "sharing" of user data.
Publishers can also choose to send RDP via GPP National v2, which supports these new states.
Please note that publishers should still work with their legal teams to understand if RDP is the appropriate solution for their compliance. Publishers who currently leverage the RDP should work with their legal teams to understand if they should expand their use of RDP in additional states.
Other product or Help Center updates
Consent syncing for apps launched in the Google CMP (Beta)
Consent syncing for apps synchronizes user consent decisions across your apps, improving the user experience by eliminating redundant consent prompts. This feature is available if you use European regulations messages in the Google CMP. By minimizing consent fatigue, you can increase user engagement and potentially boost ad revenue. To use this feature, you'll need to have multiple apps with overlapping users and be able to pass a cross-app user ID to Google via the UMP SDK. Get started in your Privacy & Messaging settings.
Report and optimize
Access Premium reporting (Beta) for Interactive reports
To gain deeper insights and support your decision making, you can add Premium reporting to your Ad Manager network. Premium reporting adds more capabilities to Ad Manager reporting, analytics, and insights features. These currently include "Enhanced key-values" reporting and "Time zone" reporting. You can enable Premium reporting in Advanced features. To learn more about Premium reporting, visit Access Premium reporting (Beta).
Google Sheets attachment for scheduled Interactive reports
You can now select Sheets as an attachment type in scheduled reports. Available attachment types now include Sheets, CSV, and Excel. Learn more about scheduling Interactive reports.
Policy
Transition to IAB TCF v2.3
To align with evolving industry standards for user transparency and consent, all publishers and CMPs are required to transition to the IAB Europe's Transparency and Consent Framework (TCF) v2.3 by February 28, 2026. Google’s systems can accept and process TCF v2.3 strings today. As such, we recommend that you begin this transition well ahead of the deadline to avoid disruption to ad serving. For details, visit Publisher integration with the IAB Europe TCF.
Other product or Help Center updates
Publishers based in China and Argentina can now use PayPal Hyperwallet to get paid
We’re expanding the Google AdSense, AdMob, and Ad Manager payout options. Building on the successful launch in the US, publishers in China and Argentina can now choose to receive their AdSense, AdMob, or Ad Manager earnings directly to their Hyperwallet account.
PayPal and cash pickup will be available for even more flexibility on how publishers get their payouts. Learn more about PayPal Hyperwallet.
Manage inventory
Identifier for Vendor (IDFV)
Google Ad Manager publishers can send IDFV from your iOS apps to RTB demand (Authorized Buyers, Open Bidders, and SDK Bidders) when ads personalization is permitted. For now, IDFV for RTB demand is only available outside of the EEA, UK, Switzerland, and some US states.
Learn more about enabling publisher first-party IDs.
Traffic and deliver ads
Launched "Dismiss (close)" option for Offerwall
This feature allows publishers to add a close option to Offerwall, giving users the choice to dismiss the message for a set number of times before it becomes blocking. This helps balance monetization with user experience and is designed to help lower the Offerwall's average bounce rate. Learn more about how to use the dismiss option.
Report and optimize
Removal of the Technical ad delivery report
Following its deprecation, the Technical ad delivery report has been removed from the Ad Manager interface. The window to download data is now closed.
Interactive reports: Updates based on your feedback
Historical reports now support additional dimensions and metrics including:
- Dimensions
- Exchange bidding deals: Two new dimensions, "Exchange bidding deal type" and "Exchange bidding deal ID," have been added to enhance your deal reporting.
- Inventory share: Report on dimensions like "Inventory share assignment" and "Inventory share outcome" and related metrics.
- Creative policies filtering: Analyze the impact of creative policies with the new "Creative policies filtering" dimension.
- App tracking status: Report on user consent with the new "App level tracking status" dimension.
- Mobile app SDK versions: Report on app details with new attributes for "Rendering SDK," "App SDK major version," and "App SDK minor version."
- Metrics
- Inventory share: Additional metrics such as "Inventory shares" and "Inventory share partner unfilled opportunities."
- Rich media: Over a dozen new metrics are now available for measuring the performance of Rich Media creatives, such as "Interaction rate," "Average display time," "Total expansions," and "Manual closes."
- Rich media custom events: Track user-defined interactions within your creatives using the new "Custom event - count" and "Custom event - time" metrics.
Learn about other recent updates to Interactive reports.
New Data Transfer fields
We’ve added the following new fields to Data Transfer:
- CreativeType: Type of creative that served to the ad slot request.
- InventoryTypes: Shows performance by general groups of inventory.
- InventoryTypesExpanded: Values match the Inventory type dimension available in the Overview Home dashboard. If comparing, be sure the date range in your report matches the date range on the Overview dashboard.
- RequestType: Shows performance broken out by the technology used to request the ad. This allows for advanced troubleshooting, such as investigating discrepancies between served and downloaded impressions.
- Site: Shows publishers' data for their domains and subdomains. The use of this dimension isn't the same as reporting on URLs. Unlike URLs, the "Site" dimension doesn't have to be manually defined in the user interface to generate results. Returns an empty string for data from sites with invalid URLs.
Learn more about Data Transfer fields.
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Interactive reports: Updates based on your feedback
We recently made the following updates to Interactive reports:
- Hyperlinks to entities like line items and ad units are now available.
- Changes to the "Creative size" dimension: The Creative size dimension, previously deprecated in the Reports tool, will be restored and renamed "Creative target ad unit size." It will be accessible in both Interactive reports and the older Reports tool.
Learn more about other recent updates to Interactive reports.
Other product or Help Center updates
Support for GPP National v2
Ad Manager now supports GPP National v2 strings. We will also continue to support GPP National v1 strings. Learn more about how Google supports the IAB's Global Privacy Platform.
Report and optimize
Interactive reports: Updates based on your feedback
We recently made the following updates to Interactive reports:
- Hyperlinks to entities like line items and ad units are now available.
- Changes to the "Creative size" dimension: The Creative size dimension, previously deprecated in the Reports tool, will be restored and renamed "Creative target ad unit size." It will be accessible in both Interactive reports and the older Reports tool.
Learn more about other recent updates to Interactive reports.
Other product or Help Center updates
Support for GPP National v2
Ad Manager now supports GPP National v2 strings. We will also continue to support GPP National v1 strings. Learn more about how Google supports the IAB's Global Privacy Platform.
Traffic and deliver ads
Naming updates of some existing "Mobile carrier" targeting values
The following "Mobile carrier" targeting value names have been updated to accurately reflect recent rebrandings:
- Netcom, Telenor, MTS, Eranet, PKT Centertel (Orange), and Telefonica.
Existing Proposal line item, Line item, or Private Auction targeting of these values will automatically reflect the new naming. Newly run Ad Manager reports that include the "Carrier" or "Targeting" dimensions will reflect the new naming if applicable. No publisher action is required.
European Union (EU) Political Ads policy enforcement
As of September 22, 2025, the new EU political ads policy is in effect. Any creatives for which you have checked the "Creative contains EU political content" checkbox will be blocked from serving in the EU.
Report and optimize
Discover new features in Ad Manager
You can now discover new features and opportunities for your Ad Manager network directly on your Home page.
Under "New feature discoveries," review the cards showing available features and opportunities, and apply those you want for your network. To learn more, visit Discover new features in Ad Manager.
Updated dimension names
The following reporting dimension names will be updated as follows:
- "Programmatic deal ID" to "Deal ID"
- "Programmatic deal (name)" to "Deal (name)"
- "Programmatic buyer ID" to "Deal buyer ID"
- "Programmatic buyer (name)" to "Deal buyer (name)"
Interactive reports: Updates based on your feedback
We recently made the following updates to Interactive reports:
- Historical reports now support additional dimensions and metrics including:
- Rich media video metrics, such as Rich media video mutes, pauses, interactions, and more.
- Publisher provided signals dimensions, including Publisher provided signals tier, type, and external code.
- Other dimensions and metrics including Browser category, Total page views, and more.
- Additional Line item attributes, such as Salesperson, Trafficker, and more.
To view all currently available metrics and dimensions in Interactive reports, in a report, click View all.
- Ad speed reports now support metrics for non-viewable reasons, such as Slot never entered viewport (%), User scrolled/navigated before 1 second (%), and more.
Other product or Help Center updates
More flexible ad partner choices in Privacy & messaging
We are offering more flexible ways to select ad technology providers in the “Review your ad partners” section of the European regulations settings, under Privacy & messaging.
- You can now automatically include commonly used ad partners, which are periodically updated to reflect the most publisher revenue, and you can add additional custom ad partners to your list. This is the recommended option which ensures that when Google updates the commonly used ad partners list, your pre-selected ad partners automatically update, while your custom partners remain.
- The other option available is "Do not automatically include all commonly used ad partners." If selected, you could add or remove any partner you want, but updates to the commonly used list won't be reflected in your selection.
Learn more about adding ad partners to published European regulations messages.
Q3 2025
Traffic and deliver ads
European Union (EU) Political Ads creative-level self-declaration field
You must declare if you intend to run EU political advertising on reservation creatives via a new creative-level "Creative contains EU political content" checkbox. If you declare "Yes" by checking the box, the creative will be blocked from serving in the EU. This update reflects the new EU political ads policy, which comes into effect in late September.
Ineligible bids submitted to Open Auction
Currently, Private Auction bids that are ineligible (for example, because of publisher rules on creative size) are allowed to transact via Open Auction to maximize the chance of winning. Starting September 15, 2025, ineligible Private Auction bids will no longer be submitted to Open Auction.
Amazon wrapper for header bidding trafficking
Amazon wrapper support for header bidding trafficking is now generally available for Ad Manager 360. Header bidding trafficking for Amazon uses Google Publisher Tags (GPT) along with a CSV mapping process to integrate Amazon's header bidding demand. To learn more, visit Header bidding trafficking with the Amazon wrapper.
Report and optimize
Monthly revenue summary workspace
The Monthly revenue summary workspace is now generally available. This workspace provides revenue insights across Google-monetized demand channels, including Ad server, Ad Exchange, Open Bidding, and SDK Bidding. The Monthly revenue summary applies predefined dimensions, metrics, and filters to generate overview charts and detailed breakdowns. Note that the data shown is estimated revenue data from reporting. For more details, visit Using your Monthly revenue summary workspace.
New format opportunities to optimize revenue
We've launched five new Opportunities in Ad Manager designed to help you instantly optimize revenue through better ad formats. Opportunities are data-driven suggestions within Ad Manager that project revenue impact before a change is implemented. To learn more, read Find opportunities to optimize in the Ad Manager Help Center.
New Format Opportunities:
- Ad contraction: Makes inventory and creatives more compatible with each other and enables more ads to compete for your inventory.
- Ad expansion for desktop: Expands eligible ad slots for the desktop or tablet width to increase revenue.
- Ad expansion for mobile web: Expands eligible ad slots to the full and partial device screen height to increase revenue.
- Enable collapsible anchor ads for mobile web: A collapsible anchor expands an anchor ad on mobile web to half of the height of a screen before a user collapses them to a regular anchor ad. Enable to improve performance for anchor format performance.
- Enable collapsible banner ads for mobile app: A collapsible banner expands a banner ad on a mobile app to half of the height of a screen before a user collapses it to a regular banner ad. Enable to improve performance for banner format performance.
Other product or Help Center updates
Help improve the GPT experience
Share your thoughts in our annual Google Publisher Tag developer survey to better the GPT developer experience. The feedback you provide will directly impact what we work on over the next year. This includes writing new guides and building tools, like the Google Publisher Console and GPT Sample Builder.
Manage inventory
Making sensitive categories more precise
On August 15, 2025, the sensitive category "Significant skin exposure" was removed from Google Ad Manager. This change is part of an ongoing effort to give publishers more precise brand safety controls. This update means that you can no longer broadly block creatives that appear to show bare skin via this sensitive category, filter creatives using this category, or view this category at the creative level in the Ad review center.
- If you have any existing protections that block this category or pricing rules set for "Significant Skin Exposure," they no longer apply.
- If these Protections or pricing rules block or apply to other criteria, they will still apply.
You can still block unwanted creatives with exposed skin using more accurate and precise categories. To block unwanted ads with significant skin exposure, we recommend blocking the following categories if you believe these types of ads are unsuitable for your users:
- "Reference to Sex" in sensitive categories
- "Swimwear" and "Underwear" subcategories under the "Apparel" general categories
You can block additional general categories to further capture unwanted ads depending on your brand safety needs. Please work with your Account Manager for additional guidance if you have concerns.
We generally recommend that you review and update your existing general and sensitive categories blocks within your Protections on a periodic basis to ensure that your brand safety requirements continue to be met effectively.
Traffic and deliver ads
European Union (EU) Political Ads Creative-level self-declaration field
You will now be asked to declare if you intend to run EU political advertising on reservation creatives via a new Creative-level “Creative contains EU political content” checkbox. If you declare “Yes” by checking the box, restrictions will automatically apply once the new EU political ads policy launches in September.
Line item targeting for publisher provided signals (Beta)
Publisher provided signals (PPS) taxonomy categories you have collected or configured can now be used in reservation line item targeting.
Report and optimize
Run an impact estimate for secure signals (Beta)
To help Ad Manager 360 publishers understand the revenue impact of their active secure signals, they can run an impact estimate that disables those signals on a small percent of traffic. There are two types of impact estimates that can be run:
- All secure signals: This type lets you measure the overall value of all signals. Use this option to learn the aggregate impact of all active secure signals by running a variant that disables all of them.
- Individual secure signals: This type lets you measure the incremental value of individual signals. Each signal in the experiment has a variant that disables the signal, while leaving all other signals active.
For details, including how to interpret results, visit Run an impact estimate for secure signals.
Interactive reports: Updates based on your feedback
We recently made the following updates to Interactive reports:
- Additional dimensions: Serving restriction, Predicted viewability bucket, Bidder, Bidder encrypted ID, Brand (classified), Content, Content ID, Native style, Native style ID, Native ad format, Native ad format ID, Secure signal delivery, Secure signal presence, Secure signal name (delivered), Secure signal name (presented), Secure signal ID (delivered), Secure signal ID (presented)
- Additional metrics: Ad server total revenue, Ad server CPM and CPC revenue
Manage network settings
The network level control for non-personalized ads in Privacy & messaging has been deprecated
The ad choice control ("Choose the type of ad you want to show") has been deprecated and removed from the European regulations settings in Privacy & messaging. This will not have any impact on your account for web, app, or video/CTV inventory. We encourage you to use the IAB TCF framework for collecting and communicating users' consent decisions in the EEA, UK, and Switzerland. If you wish to serve some users personalized ads and other users non-personalized ads, you can use the ads personalization settings in Google’s publisher ad tags.
Manage inventory
Certified CMP enforcement on CTV inventory
On July 31, we started enforcing the requirement to use a certified CMP on CTV inventory. CTV ad requests that lack a TC string from a certified CMP are now eligible for Limited ads only. Note that this requirement applies only to CTV ads traffic in the EEA, UK, and Switzerland.
Launch of CTV apps-claiming interface
Users can view and take action on unclaimed Connected TV (CTV) apps in Ad Manager by navigating to "Inventory," then "Apps," then "Apps to confirm." For details, visit Manage suggested apps.
Traffic and deliver ads
Global Placement ID (GPID) support
For publishers enabling support for GPID or pbAdSlot via their Prebid configurations, Ad Manager will start passing GPID, at times derived from pbAdSlot, to programmatic buyers via RTB bid requests.
Updates to bid requests eligibility for TCF traffic
We have updated the TCF bidder eligibility requirements on personalized requests. Bidders can review the updated requirements for integration with the IAB Europe TCF.
Report and Optimize
Optimizations for your network
The new Optimization tips for Google Ad Manager page highlights revenue opportunities customized for your network. You may see opportunities for expert-guided consultations, self-guided optimizations, or general suggestions for increasing revenue. Check often to find new strategies and tailored insights.
Interactive reports: New videos to help you get started
To help you get started with Interactive reporting, we've launched a new two-part video series. These videos will guide you through the tool's capabilities, from basic report setup to advanced features and AI-generated insights.
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Part 1: "Overview & report setup": In this video, you'll learn to navigate the tool, build a basic report, and share your findings. You'll see how to streamline data analysis, monitor performance, and quickly identify trends.
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Part 2: "Advanced features": In this video, you'll explore more sophisticated capabilities. Learn about advanced features like ranking, pivoting, and time-based comparisons, as well as the new AI-generated reports that alert you to important shifts in your network's performance.
Manage network settings
Bidder declaration (Beta)
Currently, you can manage data sharing controls in Ad Manager, but to provide greater transparency, we're introducing Bidder declaration for data usage. This feature allows third-party bidders—including Authorized Buyers, Open Bidders, and SDK Bidders—to declare their data usage and identity signal preferences.
Please note, these declared preferences are for informational purposes and will not impact ad serving. They are designed to help you make more informed decisions about your data sharing strategy.
This information will be surfaced in Ad Manager as follows:
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Demand channel settings: Declarations will appear in the bidder override section, along with suggestions to help you take action. You can also manage preferences in the "Override groups" tab.
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Bidders tab: Detailed information about each bidder's data preferences will be displayed within their individual profile.
A visual flag will also appear next to a bidder's settings if they have marked a data preference as "Strongly preferred" and you are not currently sending that signal. While no action is required, you might consider enabling a signal for a key partner to potentially improve bidding performance. The decision to share data remains entirely yours. This feature is launched in Beta for Ad Manager 360 publishers only.
Policy
EU political ads exit
Starting in September 2025, Google's platform products can no longer be used in connection with the advertising of EU political ads. Google will update the Platforms Program policies to include the regional restriction for the European Union (EU).
Expanded ad serving protections for minors
As previously announced, Google will begin using machine learning to estimate the age of signed-in users in the United States. Over the next few weeks, we’ll begin to roll out this update to a small set of users in the U.S. to help us further protect young people as they use Google products. When our machine learning model flags a user as likely under 18, they will be provided additional ad safeguards, which include disabling ads personalization and disallowing sensitive ad categories from serving. There is no action needed at this time.
Traffic and deliver ads
Open Bidding Direct Pay (beta)
Open Bidding Direct Pay enables publishers to establish a direct payment relationship with participating SSPs. This feature addresses concerns with supply path optimization by providing greater transparency and direct access to inventory within the supply chain. Open Bidding Direct Pay is now in open beta for all Ad Manager 360 partners. Learn more about Open Bidding Direct Pay.
Report and Optimize
Interactive reports: Updates based on your feedback
Interactive reports now shows dimension and metric descriptions in the type-to-search menu and "View all" window.
Optimizations for your network
The Optimization tips for Google Ad Manager page highlights revenue opportunities customized for your network. It now includes helpful graphics for all UI steps to minimize guesswork. You may see opportunities labeled "Easy setup" for quick wins, expert-guided consultations, or general suggestions for increasing revenue. Check often to find your latest strategy and tailored insights.
Manage Inventory
Enhanced Private Auctions launch
Enhanced Private Auctions is now available to all Ad Manager partners. It offers streamlined deal-making workflows, advanced targeting capabilities, and reduced operational overhead. Ad Manager has also launched an API for Private Auctions which enables a seamless integration with all of your primary booking tools. Learn more about recent improvements to Private Auctions.
Deprecating Ad Technologies opt-in in Protections
The Ad Technologies opt-In control in Ad Manager Protections is deprecated. This control, which requires publishers to opt in to specific technologies from a blocklist, has become obsolete. The control may negatively impact revenue in its default state, and its privacy and brand safety functionalities are no longer effective. No action is required from publishers.
- Publishers will continue to block VPAID by default, and can opt in on specific inventory. All existing settings with respect to VPAID will remain unchanged.
- To manage ad tech vendors in regulatory regions, please continue to use your CMP to collect and manage user consent as necessary.
Traffic and deliver ads
Publisher provided signals in reservation targeting
We're rolling out publisher provided signals (PPS) in reservation targeting in the coming weeks. This feature lets you easily target PPS-mapped entities directly from the targeting picker. Learn more about publisher provided signals.
Report and Optimize
Traffic explorer: Enhanced filtering capabilities
Beginning the week of July 14, and rolling out over Q3, Ad Manager's Traffic explorer will introduce 3 new filter dimensions, offering publishers more precise control over data analysis. These additions enable filtering by CPM ranges in USD, Advertiser, and Line item type.
Interactive reports: Updates based on your feedback
We recently made the following updates to Interactive reports:
- Report types: Ad speed, Real-time Video, and YouTube Consolidated report types are now available in Interactive reports. Support for additional report types is coming soon. Learn more about report types in Interactive reports.
- Analytics: Most analytics dimensions and metrics are now available through the Historical report type in Interactive reports. Note that the Analytics report type, along with some of its dimensions and metrics, are deprecated. The report type will remain available in the Reports tool until its removal in 2026.
- Migrate reports: You can now migrate compatible saved reports from Reports to Interactive reports.
- Excel files in scheduled reports: You can now schedule reports to include Excel file attachments and header choices (localized or API).
View other Interactive report updates based on your feedback.
Q2 2025
Traffic and deliver ads
Offerwall is now generally available
Offerwall gives your users flexible options to access content, turning engagement into monetization. Unlock new revenue streams by monetizing your most engaged users seamlessly within the Privacy & messaging builder. Learn more about Offerwall messages, or set up Offerwall in Google Ad Manager.
Report and Optimize
New Skillshop e-learning course certification: Interactive reports in Google Ad Manager
Learn how to get the most out of Ad Manager through e-learning designed by our platform experts. Get familiar with Interactive reporting with four new training modules:
- Discover Interactive reports in GAM
- Create an Interactive report
- Export, Share or Copy an Interactive report
- Performance Alerts with Flags
To get started with these modules, enroll in the course Drive advertising revenue with Google Ad Manager. Learn more about this and other courses at Take Skillshop e-learning certification courses.
Total revenue metric renamed
The revenue metric "Total CPM, CPC, CPD, and vCPM revenue" has been renamed to "Total revenue." We made this change to simplify metric naming as we continue to expand support for conversion types, such as with the alpha launch of Competed Views for video ads.
OriginalPublisherProviderID in Data Transfer
Ad Manager launched a new field to Data Transfer, based directly on your feedback. "OriginalPublisherProviderID" gives publishers unencrypted PPID for easier analysis, user matching, and seamless integration with their systems. Learn more about setting up Data Transfer files.
Advertiser Domain in Data Transfer
We launched a new beta field to Data Transfer for "Declared Advertiser Domain," which will include the domain communicated on a bid response for a programmatic ad. For details, explore Data Transfer fields.
Interactive reports: Updates based on your feedback
We've added the following new metrics and dimensions to Interactive reports, giving you even deeper insights into your ad performance:
| Dimensions | Metrics |
|---|---|
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View other Interactive report updates based on your feedback.
Policy
Universal Opt-Out Mechanism provisions update
Similar to the Colorado Universal Opt-Out Mechanism (UOOMs) provisions, additional US States including Connecticut, Montana, Nebraska, New Hampshire, Texas, Minnesota, New Jersey and Maryland, have similar UOOMs provisions that require Global Privacy Control (GPC) signals opt the user out of ad targeting, sale, or share of data. For users in Colorado, Connecticut, Montana, Nebraska, New Hampshire, Texas, Minnesota, New Jersey and Maryland, Google will receive GPC signals directly and trigger RDP mode for those ad requests.
New comprehensive US state laws coming into effect
New comprehensive US state laws coming into effect include: the Tennessee Information Protection Act (July 1st), the Minnesota Consumer Data Privacy Act (July 1st), the Maryland Online Data Privacy Act (Oct 1st), the Indiana Consumer Data Protection Act (INCDPA), the Kentucky Consumer Data Protection Act, and the Rhode Island Data Transparency and Privacy Protection Act (Jan 2026).
Google's approach in these states is similar to that of existing US states with active comprehensive laws. Activating RDP mode turns off ad personalization, which may assist publishers in honoring opt-outs for targeted advertising and avoiding activities that could be considered a "sale" or "sharing" of user data.
Please note that publishers should still work with their legal teams to understand if RDP is the appropriate solution for their compliance. Publishers who currently leverage the RDP should work with their legal teams to understand if they should expand their use of RDP in additional states.
Other product or Help Center updates
US state regulations messages update for Privacy & messaging
The US state regulations messages available in the Privacy & messaging tool have been updated to support publisher compliance with new state privacy regulations in Florida, Maryland, Minnesota, and Tennessee. To use these new settings:
- Existing US state regulations messages: Edit the message in Privacy & messaging to adjust the Targeting settings in the message builder to include the newly added states.
- New US state regulations messages: All available US states will be selected by default in the Targeting settings in the message builder.
Learn more about US state regulations messages.
Best practices for resource-efficient ad serving
We’ve posted an article in the Ad Manager Help Center that includes information on the environmental impact of digital ads and provides some suggestions on how publishers can act. To review the best practices, visit A publisher's guide to reducing carbon emissions.
Traffic and deliver ads
Display line items can now repeatedly serve creatives on a page view
Ad Manager 360 now supports a line item setting to toggle whether creatives can serve multiple times on the same page view. The field is present when creating, editing, or forecasting a line item. Learn more about how to control the display of creatives on a line item.
Spain and Italy postal code targeting
You can now target postal codes for Spain and Italy. Format requirements can be found at Target geographic locations for delivery.
Report and Optimize
Interactive reports: Updates based on your feedback
We’ve made updates across a range of features for Interactive reports:
- Exporting: We’ve made enhancements to exports to resolve formatting issues associated with Excel and Sheets, including the formatting of currencies and percentages. Exports can include localized column names that mirror the user experience or continue to leverage the API naming convention.
- Dimensions: You can now report on ad unit hierarchy with "Ad unit x" dimensions. In your report results, view a dimension for every level of your ad unit hierarchy, and click into a level (such as "Ad unit 3") for more details. Learn more about the Ad unit x dimensions. We’ve also made improvements to how key-values are chosen and improved the filtering performance for the "Placement (all)" dimension. Separately, the “Advertiser vertical” dimension will be available in the coming days.
- Metrics: Ad Speed reports are now available with creative load time metrics, additional metrics will be added in future releases. Separately, the "Drop-off rate" and "Total active view revenue" metrics will be available in the coming days.
- Dimension and metric tooltips: Tooltips will begin showing in the expanded "View all" picker on the right-side of the panel. Tooltip descriptions are still being added on a rolling basis.
View other Interactive report updates based on your feedback.
Total revenue metric re-named
The revenue metric "Total CPM, CPC, CPD, and vCPM revenue" has been renamed to "Total revenue." We have made this change to simplify metric naming as we continue to expand support for conversion types, such as with the alpha launch of Competed Views for video ads.
Manage network settings
CTV app claiming and approvals for MCM partners
Starting in June 2025, CTV apps monetized with MCM must be claimed and approved in order to monetize programmatic transactions. Programmatic monetization of apps from unsupported app stores will no longer be possible. Learn more about setting up an app in Ad Manager.
Manage Inventory
Web interstitials now fully support single-page applications (SPA)
Ad Manager partners can now seamlessly display web interstitial ads within SPA-enabled websites, without needing full page reloads. This enhancement can:
- Improve user experience: Deliver ads at natural break points within your SPA, ensuring smooth transitions and less disruption.
- Boost monetization: Unlock new revenue opportunities by effectively serving interstitial ads on dynamic, SPA-driven content.
- Maintain Better Ads Standards: Continue to deliver high-quality ad experiences with clear exit options and configurable frequency caps, adhering to industry best practices.
No changes are required to your existing SPA implementation. Ad Manager will automatically detect and manage interstitial display for page changes within your single-page architecture. For more details on trafficking web interstitials and optional triggers, visit Traffic web interstitials.
Report and Optimize
Interactive reports: Updates based on your feedback
We recently made the following updates to Interactive reports:
- Introduced the following geographical dimensions (including their corresponding ID dimensions): City, Metro, Region, Postal Code, Continent, and Country Code
Manage Inventory
Protections block for Video Games (Casual & Online) sensitive category will be deprecated soon
On May 15, 2025, we started to remove the "Video Games (Casual & Online)" sensitive category from Protections and pricing rules. With this change, you can no longer block ads from video games, online games, and downloadable games using the "Video Games (Casual & Online)" sensitive category.
- If you don't have any existing blocks or pricing rules that use this category: You don't need to take any action. On May 15, 2025, we removed the "Video Games (Casual & Online)" category from Google Ad Manager.
- If you do have existing blocks or pricing rules that use this category: Starting June 15, 2025, the sensitive category "Video Games (Casual & Online)" will no longer be available in Google Ad Manager. This means that you will not be able to block ads from video games, online games, and downloadable games using the "Video Games (Casual & Online)" sensitive category in Protections or set pricing rules specifically for the "Video Games (Casual & Online)" sensitive category. If you have any existing protections that block this category or pricing rules set for this category, then these will no longer apply. If these protections or pricing rules block or apply to other criteria, those will still apply.
You can still use the "Video Games, Consoles & Accessories" and "Online Games & Puzzles" general categories or their subcategories in Protections to block ads from video games, online games, and downloadable games if you believe these types of ads are unsuitable for your users.
Traffic and deliver ads
Server-side unwrapping for VAST
Server-side unwrapping for VAST redirects has been launched to open beta. Allowing unwrapping on the server may help increase revenue by reducing unresolved VAST redirects that prevent ads from serving. Learn more about server-side unwrapping.
New video skippability setting
We are adding a new skippability setting for reservation video line items to help publishers accurately forecast skippable and non-skippable campaigns. Learn more about the skippability setting.
Add a "custom choice" user choice in Offerwall
Adding a custom choice allows you to implement your own monetization solution as an additional user choice on Offerwall messages. For example, allow site visitors the option to purchase a subscription. For more details, visit Set up a custom user choice.
Add "Supertab.co" in Offerwall
Adding the Supertab.co (third-party) choice allows publishers to offer site visitors a way to subscribe or pay a fee to access content for a set period of time. This choice uses an integration with the third-party company Supertab.co. For more, visit Set up the Supertab.co (third-party) user choice.
Offerwall monetization is now supported on unconsented traffic
Google Ad Manager has expanded Offerwall support, now enabling publishers to monetize traffic where user consent has not been obtained. For a user who has not consented, the Rewarded ad choice will serve limited (EEA traffic) or non-personalized ads (US states opted-out traffic). Other available choices, custom choice and Supertab, will also be available on unconsented traffic and provide a new avenue beyond serving limited or non-personalized ads (NPA).
Report and optimize
Interactive reports: Updates based on your feedback
We’ve been working to address feedback received from you, our users. We have recently made improvements to the performance of filter pickers, including filtering by Ad unit ID (exact ID only, no partial matching). We have also introduced the following dimensions and metrics:
- Dimensions: App SDK version, Auction package deal, Child network, Child network code, Child network ID
- Metrics: Invoiced impressions, Invoiced unfilled impressions, Total fill rate
Traffic and deliver ads
Certified CMP support status for Google’s Additional Consent specification is now listed in the Help Center
Additional Consent allows publishers, Consent Management Platforms (CMPs), and partners to gather and propagate additional consent for companies that are not yet registered with the IAB Europe Global Vendor List but are on Google's Ad Tech Providers (ATP) list. In order to help publishers choose a CMP that supports Additional Consent, if the publisher determines it’s right for their business, we’ve published Additional Consent support status by CMP in our Help Center.
Report and Optimize
Interactive reports to replace Reports
In Ad Manager “Reporting,” Interactive reports will replace Reports in 2026. Interactive reports, now available to all Ad Manager publishers, offers an enhanced reporting experience, including such features as AI report generation, options for deeper analysis, flags for notifications, building and viewing reports on a single page, and more.
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We encourage you to try Interactive reports and begin incorporating it into your workflow. As you familiarize yourself with Interactive reports, you can continue using Reports until later this year. For more details, visit About the migration to Interactive reports. |
Introducing the Monthly revenue summary workspace (Beta)
A new Monthly revenue summary workspace is now available in Beta. This workspace provides revenue insights across Google-monetized demand channels, including Ad server, Ad Exchange, Open Bidding, and SDK Bidding. The Monthly revenue summary applies predefined dimensions, metrics, and filters to generate overview charts and detailed breakdowns. Note that the data shown is estimated revenue data from reporting. For more details, visit Using your Monthly revenue summary workspace (Beta).
Other product or Help Center updates
Redesigned Policy center interface
The updated Policy center interface is now available for all publishers in Ad Manager. To view the Policy center, sign in to Ad Manager and click Admin and then Policy center. For more details, visit Introducing the new Policy center.
Report and Optimize
Interactive reports general availability
Interactive reports is now generally available to all Ad Manager publishers. With Interactive reports, you can create reports and view the results on the same page in Ad Manager. You can organize the data with filtering and sorting, apply date-segment comparisons, and choose between a hierarchical or flat table structure for your results. Additional features, such as scheduled reports triggered by flags you create, offer new ways to streamline your workflow. To try Interactive reports, visit Create an Interactive report.
View a downloadable PDF guide of key Interactive reporting features.
AI generated reports (Beta): A feature of Interactive reports
You can now have Interactive reports generated for you with the help of AI. Enter a description or click a suggested prompt, and Ad Manager will generate several relevant reports for you. You can then choose the one you want to run. For example, if you ask for a report on the number of ad requests by programmatic channel, Ad Manager will identify relevant metrics and run a report. Your descriptions can reference dimensions, metrics, time periods, sorting, time-based comparisons, and more. As with other Interactive reports, you can refine the results, such as by adding other metrics and filters. Get started with AI generated Interactive reports.
Secure signals enters general availability
Secure signals in Google Ad Manager allows you to share signals from supported providers on ad requests to improve match rates, serve more relevant ads, and increase ad revenue across Authorized Buyers, Open Bidding, and SDK Bidding. All Ad Manager partners with Ad Exchange can now readily access and benefit from secure signals. Learn more about secure signals.
Q1 2025
Manage Inventory
High-engagement ads are now serving to all eligible inventory
High-engagement ads (HEA) will be served to all mobile app Rewarded and Interstitial inventory that doesn’t have HEA disabled in the frontend settings. We recommend reviewing your settings to ensure your inventory is configured to your preferences. Note that performance improvements may take some time while models calibrate on the changes. Learn more about using high-engagement ads to fine-tune your ad strategy.Curation (Beta)
Ad Manager's new curation capabilities help publishers access agency demand by enabling audience and contextual data segment targeting. When enabled, curation partners can package inventory and create data segments for buyers. Publishers can control which curation partners can access their inventory and report on curation with several new dimensions. Learn more about curation.
Traffic and deliver ads
Limited ads 2.0 to launch on or after March 31, 2025
In order to (1) simplify our ad serving offerings and (2) provide publishers with more feature-rich ad serving options, we will replace Limited ads and Technical ad delivery with an updated serving approach: Limited ads 2.0 (available on or after March 31, 2025). Learn more about Limited ads 2.0.
Troubleshoot
Troubleshoot SDK bidding issues (Beta)
If you use SDK bidding, you can now troubleshoot common issues in Google Ad Manager. For each SDK bidder, you can check for existing issues and review their impact under "Bid health." Review the configuration, regulatory, and targeting issues impacting your setup, and learn about available solutions. To learn more, visit Troubleshoot SDK bidding issues.
Policy
New requirements for CTV and DOOH inventory
On May 1, 2025, Google will implement new requirements for Connected TV (CTV) and Digital out-of-home (DOOH) inventory that is monetized with Google-served ads. To learn more, review the Ad Manager policy change log.
IAB TCF 13 month TC String expiry requirement to be removed
On or after March 25, 2025, we will remove the requirement to re-obtain user consent every 13 months. This reflects updates in IAB EU TCF v2.2 policies. We encourage publishers to remind users of their choices at a frequency that reflects requirements from publishers’ local regulators.
Other product or Help Center updates
Google’s CMP launches support for consent mode
Consent mode allows other Google products you use (such as Google Ads, Google Analytics, or Firebase) to respect your users' consent choices. Later this week, two new account-level flags will become available on the European regulations Settings page in Privacy & Messaging. These flags will be disabled by default. If enabled, Google’s CMP will be able to interpret your existing EEA, UK, and Swiss user consent choices for consent mode’s advertising purposes (including ad storage, personalization, and user data) and analytics storage. This setting will only be applicable for publishers who want to use Google's CMP to obtain consent and provide transparency for the use of both our publisher and advertising products. If this setting is enabled, it will apply to all of your European regulations messages shown on the web and in apps, but will not apply to messages shown on AMP. Learn more about consent mode in Privacy & messaging.
Traffic and deliver ads
Updated VAST ad tag parameter guidance
The VAST ad tag parameter documentation has been updated to clarify parameter functionality and explicitly state usage requirements for different implementations. You can now find a complete collection of VAST ad tag parameters as well as separate tailored guidance for your implementation, including web, mobile app, CTV, and audio.
Enhanced line item delivery troubleshooting
To increase the helpfulness of line item delivery troubleshooting, we:
- Expanded the number of non-delivery causes that can appear for a line item from 5 to 8
- Added several new possible non-delivery causes
These improvements provide more actionable details that enhance your ability to resolve delivery issues on your own.
Report and Optimize
Interactive reporting updates: Search, delete, and table formats
Several new features have been added to interactive reporting:
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Search and delete: The Interactive reporting page now includes search and delete capabilities. Quickly find your saved reports using the search box or filters, and delete unneeded reports for better organization.
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Selectable table formats: You can now select either a flat or hierarchical table format for your Interactive report. The hierarchical format provides a way to group report data into a hierarchical structure, making it easier to identify trends across different levels of your data and drill down into specific areas of interest. Previously, all interactive reports showed in the flat table format. You can now select either format as needed.
Report and Optimize
Parquet support in Data Transfer
Starting February 24, Ad Manager 360 will launch support for Parquet, a high-performance output format for Data Transfer files. Upon network enablement, publishers can select Parquet as an alternative or supplement to CSV for Data Transfer files. Parquet provides:
- Smaller file sizes: Leading to more efficient storage and faster downloads.
- Faster processing speeds: Enabling quicker data analysis and reporting.
- Optimized integration with BigQuery: Simplifying data workflows for users leveraging BigQuery.
- Widely adopted open-source file format.
To enable Parquet for your network, contact your account manager. To learn more and view sample files, visit Ad Manager Data Transfer reports.
Sharing for Interactive reports
You can now share your Interactive reports with reporting users in your Ad Manager network. Shared reports are view-only for the recipient, but they can make a copy of the shared report to customize it. Use the “Shared with me” filter to quickly find reports others have sent you. For details, visit Share a report.
Manage inventory
IMA SDK for header bidding trafficking (Beta)
The IMA SDK for header bidding trafficking is now available for all publishers that use HBT and have IMA SDK-enabled inventory for header bidding. New partners meeting these requirements (HBT + IMA SDK traffic) will automatically be included. Partners who don’t want their IMA SDK video inventory run through HBT can opt out by creating an inventory exclusion rule for the "Header bidding" demand source. Please be aware that video ad serving fees, in addition to the standard ad serving fees, will be implemented at the time of this launch. This update aligns the fee structure with the price priority line items used for IMA traffic.
Report and Optimize
Scroll through results in interactive reports
When your report results have multiple rows, you can now quickly scroll from top to bottom to view all rows. Previously, pagination required clicking through result pages to view additional rows.
Other product or Help Center updates
Configure European regulations messages on a per country basis in Privacy & messaging
European regulations messages in Privacy & messaging now provide the ability to display or hide the "do not consent" button by country. This gives publishers the flexibility to configure consent messages to meet business goals and address country-specific requirements. On average, messages without a "do not consent" button result in higher consent rates.
Report and Optimize
Completion of Data Transfer storage access migration
In the coming days, access to Data Transfer storage buckets will be available only through the Ad Manager user role permission “View data transfer buckets.” Access to Data Transfer provided by Google Groups will soon be removed. To maintain the desired level of access to your Data Transfer buckets, be sure you’ve updated your user roles as needed. For details, visit Migrate Data Transfer access from Google Groups to Ad Manager Permissions.
Gain competitive insights with Peer benchmarks
Publishers can now compare their network’s performance to similar networks. Peer benchmarks, now in general availability, lets you compare key metrics like revenue, CPM, and impressions with a relevant peer set. Check the Peer benchmark card to understand if performance changes are unique to your inventory or part of a broader trend. Explore the detailed breakdowns and expandable charts to gain deeper insights. To learn more, visit View and configure Peer benchmarks.
Traffic and deliver ads
More secure signals providers available through the Prebid User ID integration
For publishers that use Prebid User ID modules, we have extended secure signals support to 15 secure signals providers, including EUID, UID 1.0 and 2.0, Permutive, and LiveRamp ATS. For publishers using the Prebid auto-configuration, Ad Manager will automatically pass the output of Prebid User ID modules found on page to all of a publisher’s Authorized Buyers and Open Bidding demand partners enabled by the publisher to receive secure signals. For more details, visit secure signals providers.
Report and Optimize
Publisher provided signals in Data Transfer
Publisher provided signals, the IAB and Google video defined taxonomies associated with ad requests, are now available in multiple file types as fields "PublisherProvidedSignals" and "PublisherProvidedSignalsDelivered." Taxonomy and external category ID are always present, while Data provider name is used if present. For details, visit Explore Data Transfer fields and View Data Transfer fields by file type.