January 2020

  Highlights 

Transition of Ad Exchange inventory to a unified first-price auction complete

Effective September 25, 2019: Ad Exchange traffic transitioned to a first-price auction model, where the closing price is determined by the highest net bid in the auction. This replaced the deprecated Bid Translation Service that was previously used to bid in the First Price auction. 

Ad Exchange Data Transfer fields no longer supported

Ad Exchange click metrics, creative conversion events, and view termination events have been removed from Ad Exchange Data Transfer files. Additionally, Programmatic Guaranteed and Preferred Deals Ad Manager metrics will are no longer available in Ad Exchange Data Transfer files. For more information, contact your account manager.

User Lists and Change History interfaces removed

As part of an ongoing effort to simplify the product for Authorized Buyers, the User Lists and Change History interfaces were removed as of December 2019.

Contextual content categories from bid requests removed

Taking steps to safeguard user privacy, we decided that beginning in February 2020 we would no longer include contextual content categories in the bid requests we send to buyers participating in our auction. Learn more about safeguarding user privacy.

California Consumer Privacy Act (CCPA)

In June 2018, the California (CA) legislature passed a bill that created the California Consumer Privacy Act (CCPA). CCPA is a new data privacy law that applies to certain businesses that collect the personal information of CA residents. CCPA went into effect on January 1, 2020, and became enforceable on July 1, 2020, or six months after the Attorney General of California published implemented regulations. The Authorized Buyers and Open Bidding services will operate as Service Providers by default for queries originating from users in California. Buyers/bidders do not need to make any changes for this behavior to be applied. Learn more about Authorized Buyers policies and enforcement. 

Child level pretargeting no longer supported

At the end of June 2020, we deprecated the Child level pretargeting UI and API, and encouraged you to migrate to Bidder-level pretargeting. You can learn more about the benefits of Bidder-level pretargeting as well as how to set it up in the documentation linked here.

Update to IPv6

To date we have provided an option to opt into a service that translates ad requests with IPv6 to IPv4. As we saw IPv6 becoming more standard, as of May 2020 we no longer provide this translation service. If we receive IPv6 from a user, that is what will be sent in the ad request. If IPv6 is not available in the ad request, we will continue to send IPv4 as we do today. This means you may need to update your bidding logic to account for IPv6.