Ad Units represent monetizable inventory within web pages, mobile apps, and video players. An ad unit defines specific inventory attributes such as size, creative types, and page location. The Unified Ad Server generates an ad tag code that uniquely identifies an ad that will fill an ad slot. When you create an ad unit, you specify size, video ad attributes, native ad attributes, and general details like refresh rates and frequency caps.

Create Ad Units as "Parent" units to "Child" ad units. When the server calls a Parent Ad Unit, it also calls all associated child units. UAS allows six levels of hierarchy between a top Parent ad unit and its Child ad units.

Ad Unit Groups bundle together similar ad units to create a logical collection of related ad units. For example, the leaderboard across the top of all major hub pages, holiday campaign units, and so on.

Accessing Ad Units in PubMatic

  1. Select Inventory & Rules > Ad Units from the main navigation menu.
  2. Select the Ad Units tab.

Creating Ad Units

To create an ad unit, select Inventory & Rules > Ad Units from the main navigation, then use the Create Ad Unit button. On the Create Ad Unit page, complete the sections Ad Unit Information and Specification (including the General Attributes details subsection).

* Indicates required fields.

Ad Unit Information

The Ad Unit Information section includes basic identifying information for the Ad Unit as well as its hierarchy; that is, whether it has a Parent Ad Unit, or if it is related to other Ad Units as part of an Ad Unit Group.


  1. Enter a Name* for the ad unit (255 characters maximum). Use a descriptive name to differentiate each ad unit in a list.
  2. Enter a Description for the ad unit. Use a description that helps distinguish it from other ad units.
  3. Select a Parent Ad Unit* for the new ad unit if applicable.

    Use a Parent Ad Unit to create contextual relationships between ad units; for example, all soccer ads for a sports web site.

    Ad units can have only one parent. If there is no hierarchical relationship, use the default value, Network as the Parent Ad Unit.

  4. Use the steps below to select one or more Groups if appropriate.
    1. If necessary use the disclosure triangle ▸ to expand the Select Ad Unit Groups panel.
    2. Scroll through the Available groups list, or enter a group name in the Available > Search field to find matching groups from the list. Use the Select All button to move all groups to the Selected list.
    3. Choose a group name to move it into the Selected list on the right. Repeat for each additional selection.
    4. Remove a group from the Selected list with the X button to the right of the selected group's name. Clear the Selected list using the Clear All button.

    Use Ad Unit Groups to organize unrelated ad units in a way that is meaningful to you or your organization. For example, all leaderboard ads across all sport types for a sports web site. Create new Ad Unit Groups in UAS at Inventory & Rules > Ad Units > Manage Ad Unit Groups.


Add an exclusion to an order based on page content, context, or competitive ads. A Unified Ad Server Administrator must add Exclusions using the Admin interface prior to including them in an order. To add an exclusion, select Admin > Exclusions from the main navigation, then use the following instructions.

If your UAS account has existing Ad Exclusions already, then skip to Assigning Exclusions to Ad Units below.

Ad Exclusion

Use the Ad Exclusion to ensure that your ad units are not served to undesirable or inappropriate websites or web pages. By default, Exclusions are applied to all line items in the order they are associated with.

Competitive Exclusion

Use Competitive Exclusion to restrict your ads from being displayed if a competitor’s advertisement has already been loaded on the page. Exclusion labels can restrict categories or advertisers. By default, the selected exclusions apply to all of the ad units in the order.

Assigning Exclusions to Ad Units

Once an admin has added your exclusions to UAS, you can apply them to ad units using the Ad Exclusions section of the Create Ad Unit page.


  1. Use the Ad Exclusions > Available panel to search for exclusions by name. Use the Show checkboxes to filter the list by Active, Inactive, or both.
  2. Select an exclusion name to move it into the Selected list to the right. Use the Select All button to move all exclusions into the Selected list.
  3. Remove selected exclusions using the X button to the right of each exclusion name, or use the Remove All button to clear the Selected list.

Ad Unit Specification

The Specification section lets you determine the type of ads the new ad unit supports (for example, Banner/Rich Media, Native, or Video), along with the attributes, categories, and exclusions that apply to the new ad unit. 

  1. If you want to copy specifications from an existing ad unit, toggle the Copy Specs From Existing Ad Unit control to Yes, then choose the existing ad unit's name from the drop-down list. The specifications from the selected ad unit automatically populate the specifications fields of the new ad unit.

    You can edit copied field values. You can also reset the new ad unit's specifications by toggling the Copy Specs From Existing Ad Unit control back to No.

  2. Select a Primary Category* (the IAB Tier 1 category for contextual content) using the Select IAB Category drop-down list, or toggle the Primary Category control to Uncategorized to have no primary category.

    You can still use Secondary Categories (below) even if you leave the Primary Category as Uncategorized.

  3. Now choose one or more Secondary Categories (the IAB Tier 2 category for ad content), if applicable, to better define the inventory: 
    1. Use the Select IAB Category drop-down list to search for and select up to three secondary categories.
    2. Select a category name to move it into a list of selections on the right. Repeat for each additional category.
    3. Remove a category from the list of selections using the X button to the right of a category name, or use the Clear All button to clear your three selections.
    4. Select Done to save your selected categories.
  4. Select the Supported Creative Types* for your ad unit, then complete the Ad Type Attribute fields described in the following sections for each type of ad unit:
    • Banner/Rich Media
    • Native Ads
    • Video
    If you select multiple Supported Creative Types, you must define attributes for each type you selected.

Ad Type Attributes

Best Practice: define as many attributes as possible to help DSPs decide to bid on your inventory.

Banner/Rich Media Ad Type Attributes

If you chose Banner/Rich Media as a Supported Creative Type, you can choose from a range of sizes for your ad unit.


  1. Use the Select Ad Sizes drop-down list to move your selected size(s) into a list to the right, or use Select All to move all sizes into your selections list.
  2. Remove a size from the list of selections using the X button to the right of a size name, or use the Clear All button to clear all of your selections.
  3. Select Done to save your selected sizes.


Native Ad Attributes

If you chose Native as a Supported Creative Typeyou must add one or more templates in the Native Ad Type Attributes section.


To add Supported Templates:

  1. Use the Add Template* template button to open the Add Native Template dialog.
  2. Select a Source* for the Ad Template:
  1. Choose an Existing Template from a drop-down menu. You can edit the name of the template.
  2. Copy an Existing Template from the drop-down menu. You can edit the name and all other attributes of the template.
  3. Create a Template shows the template creation form that lets you define a new template from scratch.
  1. For all options in step 2, enter a Name* for the Native Ad Template. If you chose option 2a above, you can now skip to step 6.
  2. Select a Type*. An example layout of your selected type appears to the right. Edit the associated attributes that appear in the Attributes panel below the Type drop-down.
  3. Complete/Modify the details for the selected template type.

    Custom templates allow only five of the same attribute. For example, a Custom template could have five Main Images, then would not let you add a sixth.

  4. Use the Add or Save and Add  button to save your current template.
  5. Restart at step 1 to add another template.


Video Ad Attributes

If you chose Video as a Supported Creative Type, then you must define the attributes in the Video Ad Type Attributes section.

  1. Choose one of the following Video Protocol options:
  • VAST 2.0: the second version of the IAB's video ad-serving template. 
  • VAST 3.0: has all the functionality of VAST 2.0, plus enhanced ad-management features.

Video Ad Serving Template (VAST): a standardized communication protocol that informs an ad server every time a video ad plays. This protocol is designed specifically for popular on-demand video players where ad responses are measured by each video play, but are not an executable ad format.
  1. Select one of the following options:
  • No VPAID support
  • VPAID 1.0/VPAID 2.0

Video Player-AD API Definition (VPAID): establishes a common interface between video players and ad units, enabling a rich, interactive, in-stream ad experience. This standard works with emerging in-stream ad formats such as non-linear video ads and interactive video ads.
  1. Select one or more Supported Mime Types*.
  2. Select a Video Player Size* from the drop-down list.
  3. Select a Minimum* and Maximum* Ad Duration from each drop-down list of seconds, or choose Other and enter a custom number of seconds for Min/Max.
  4. Select Yes to enable support for a Companion Ad if it's supported.
  5. Select Yes to allow the user to skip the video ad after a set number of seconds. If you enable skipping, also specify the number of seconds that must elapse before the user can skip the ad (the minimum wait time is five seconds).
  6. Select Yes to enable video ads to autoplay if it's supported.


General Attributes

General attributes include frequency caps and an indication of whether your ad unit is COPPA compliant.

GDPR opt-out/PubMatic opt-out: If a user has not provided the consent to PubMatic (opt-out ), UAS will filter all the Ad Units/Orders/Line Items/Creatives that have a frequency cap applied to it. 
  1. Use the Add Frequency Cap button to add one or more caps. Enter the number per time unit (that is, Minute, Hour, Day, Week, or Lifetime). You can add one or more frequency caps. Use the X button to the right of a frequency cap to remove it.

    Frequency Caps specify how often how often your ad unit appears for a user within a given time period; for example: 2 a day, 20 a week, and so on.

  2. Toggle whether your ad unit is COPPA Compliant or Non-Compliant. COOPA (Children's Online Privacy Protection Act) imposes certain requirements on collecting digital information from children younger than 13.
  3. Use the Save button to save your ad unit.