Google DoubleClick Ad Exchange (AdX) Buyer Program Guidelines

Last updated on July 10, 2014

This product is governed by the terms set forth in your Google DoubleClick AdX Service contract.

The Google DoubleClick AdX Service is a service for accessing multiple monetization sources of online display advertising inventory. In the AdX Service, publishers and publisher networks are considered "Sellers," ad networks and other eligible entities as described below are considered "Buyers," and unique instances of a Web browser are considered "Users."

Buyers must adhere, and ensure that any third party to whom they provide access to the AdX service under their account also adheres, to the following policies: (i) the Platforms program policies; (ii) the AdX Buyer Program-specific policies stated below on this page, and (iii) when purchasing inventory from AdSense publishers, the Google Requirements for third-party ad serving. Please note that any restatements of the Platforms program policies in these AdX Buyer Program Guidelines are for clarification purposes only and do not limit the application of the Platforms program policies to Buyers.

Eligible Buyers on the Ad Exchange

All purchase transactions on the Ad Exchange must be made on behalf of multiple advertisers with the Buyer assuming principal risk in the transaction. Buyers are not permitted to use Ad Exchange (i) for the purpose of buying solely on behalf of a single advertiser, or (ii) if they use an AdWords account for any purpose other than (a) search advertising or (b) if on display, to advertise their own products and services.

No Sub-syndication Policy

Buyers may only purchase inventory for use directly by an advertiser (or direct agent of an advertiser) with which they have a direct relationship. Reselling, distributing or otherwise sub-syndicating inventory to another indirect sales channel (e.g., another ad network or trading desk) is prohibited. Note that redirection to rich-media vendors and third party ad servers used by advertiser (or direct agent of an advertiser) is permitted under this policy.

Cookie Matching

Disassociation of Data Collected from Opt-Out Users. Buyer must immediately disassociate any data associated with a cookie set or maintained by Buyer from which a User has opted out.

Requirements for Passing Ad Tags and Redirects. Buyer must implement cookie matching pursuant to the DoubleClick Ad Exchange Real-Time Bidding Cookie Matching Specifications. Buyer is not permitted to redirect the ad match tag to any fourth party for any purpose other than the association of two anonymous cookies to enable ad targeting and reporting for a given impression.

Content Guidelines for Creatives and Landing Pages

Buyers (whether participating in any transaction type, including but not limited to Programmatic Direct, Preferred Deal, Private Auction, or Open Auction) must ensure that all ads and their landing pages adhere to both the Platforms program policies and the provisions of the Google AdWords Advertising Policies relating to content and creatives.

No Buyers are permitted to serve on the Ad Exchange creatives that advertise any system that (whether by itself or as a bundle in conjunction with other systems) causes ad space to be overlayed on a given site without express permission of the site owner, including without limitation toolbars.

Third-Party Ad Serving

Buyers can upload ads that refer to a third-party ad serving system and that system can rotate ads from multiple Buyers. When uploading ads that refer to another system, Buyer must: (i) use a technology vendor that has been explicitly approved by Google to run on the Ad Exchange, and (ii) declare the technology vendor in the user interface as required by Google. (A list of approved vendors and declaration requirements can be found here.) Buyers are prohibited from using a technology vendor not explicitly approved by Google. Buyer will not alter, and will not allow third parties to alter any ad tag that could be used to pass information to Google that Google could use or recognize as personally-identifiable information. Google reserves the right to remove any third-party ad serving system that violates these policies or otherwise compromises the integrity of the Programs.

Click-Through URLs

All click-through URLs (i.e., the final destination URL of the ad) associated with a Buyer's ads must be declared in the user interface and tracked using the appropriate Google click macro. If a Buyer's dynamic ad is associated with multiple customized landing pages, it is sufficient for the Buyer to declare the URL of the root site.

Expandable Creatives

Expandable creatives must occur in conjunction with the declaration of the appropriate technology vendor (indicated with "– expandables" after its name in the user interface) during the third-party ad serving declaration process described above.

Both user-initiated (click to expand) and mouse-over (or rollover) expandable creatives are allowed. Expandable creatives may expand up to a maximum of twice the base width and three times the base height of the ad dimensions supported by Google.

Data Use

Google uses a cookie to serve ads to sites participating in the Ad Exchange as described on the Google Advertising Privacy FAQ. Google may use and disclose any data derived from a Buyer's use of Ad Exchange, subject to the terms of Google's privacy policy, the Google DoubleClick AdX Buyer Terms and any applicable laws. Buyer may not collect site data from the Ad Exchange and subsequently purchase that audience on the Ad Exchange or outside of the Ad Exchange.

If Buyer receives through the Ad Exchange event-level (i.e., impression-level) data associated with an encrypted cookie ID or a mobile advertising identifier, then Buyer is permitted to use such data solely for the purpose of buying via the Ad Exchange.

If Buyer receives information through the Ad Exchange that identifies or can be used to infer an end user’s precise geographic location, such as GPS, wifi or cell tower data ("Location Data"), then Buyer is permitted to use such information solely for the purpose of bidding on the applicable impression and Buyer is permitted to retain such information solely for the length of time necessary to fulfill that purpose.

When a Seller has made its inventory available by an anonymous ID, the Buyer (i) may not attempt (either directly or through a third party) to determine the identity of the publisher, the site name, or any other related identifying information via any means, and (ii) may only pass such inventory to a verifier if (a) the verifier is able to recognize an opt-out value, and (b) the Buyer associates an opt-out value with such inventory.

Disclosure of Bid Data

Sellers may restrict their advertising inventory to Buyers who consent to the disclosure of their historical bid data to such Sellers. Buyers that opt out of such disclosure (i) will be excluded, for the duration of the opt-out, from any reports of bid data to such Sellers, and (ii) authorize Google to disclose their identity to such Sellers.

Real-time Bidder Policy

The Real-time Bidder is a feature of the Ad Exchange that allows Buyers to receive impression calls in near real time and provides a bid in response based on the Buyer's own data and information. Buyer agrees to the following, in order to maintain access to information about the inventory being sold:

Google reserves the right to audit Buyer's use of the Real-time Bidder feature and investigate any related activity in order to ensure Buyer's compliance with these policies and the Ad Exchange Buyer Terms. The audits shall be at Google's expense and will be conducted no more than once during each 12 month period, during normal business hours and without unreasonably interfering with Buyer's normal business operations. If Buyer does not permit an audit, then Buyer may not continue to use the Real-time Bidder feature.

Tag-based Buy Adjustments (beta)

For tag-based buying, Buyers will provide relevant campaign information and details (including maximum spend) in writing to Ad Exchange. Buyer grants Google permission to make the following modifications to any such campaign-specific details upon Buyer's request (the following, "Approved Adjustments"): (i) change the quantity of Impressions purchased (which may impact total media cost); (ii) change the frequency of ad placements; (iii) change targeting criteria for existing ad campaigns; (iv) rate changes; (v) pause / unpause or change the start or end dates for existing ad campaigns, groups or placements; and (vi) duplicate ad groups (including ads, placements, targets and audiences).

Interest-Based Advertising

In addition to the Interest-based advertising policies in the Platforms program policies, Buyers must also comply with the following policies:

Privacy Policy. Buyer's posted privacy policy must include information about Google, any DoubleClick advertising cookies or mobile advertising identifiers associated with a User ("User Cookie"), and an appropriate description of Buyer's use of any remarketing in online advertising. The remarketing description must be included in the privacy policies of all sites that include the remarketing tag or otherwise gather information for remarketing.

In Ads Notice. To clarify, Buyer is responsible for ensuring that all of its online behavioral ads (i.e., advertisements that use or collect data for online behavioral advertising purposes including without limitation when Buyer targets advertising inventory using a remarketing list of User Cookies ("User List") provided by a Seller or otherwise obtained by the Buyer) contain notices in accordance with advertising industry guidelines and self-regulatory principles, and/or any applicable laws, rules or regulations. Google reserves the right to insert such notices within ads in the event that a Buyer has failed to do so, and a Buyer may not modify or obscure this notice.

User List Creation. Buyer may use pixel tracking within its ads for the purpose of creating a remarketing list. When using such functionality, Buyer must declare, "Ad collects data for subsequent use in targeting or re-marketing" in the user interface. Buyer may not create a User List of Users of a single site, whether through pixel tracking or any other means, without the applicable Seller's written consent.

Data Collection. If Buyer collects any site data, including but not limited to URLs, through the creative before the user has interacted with the creative, Buyer must declare in the user interface, "Ad collects data for subsequent use in targeting or re-marketing."

Advertising Cookies Policy. Buyer's use of the User Cookie via a User List is also subject to the Google Advertising Cookies Policy.

User List Transparency. Buyer grants to Google the right, should Google elect to do so, to display to any User that is part of Buyer's User Lists (i) that the User is on at least one of Buyer's User Lists, and (ii) Buyer's domain or display name.

Conflicts. To the extent there is any conflict between these Interest-Based Advertising Policies and the Third-Party Ad Serving Policy, then Buyer needs to comply with the version of the conflicting provision in these Interest-Based Advertising Policies.