How Exchange Bidding works
Learn the life cycle of an Exchange Bidding request
Every Exchange Bidding interaction between a publisher and their trade partners is managed by Ad Manager in what’s known as a”server-to-server” integration. This report describes the life cycle of an ad request targeted by an Exchange Bidding return group.
- The Exchange Bidding process
- Auction dynamics
The Exchange Bidding process
1. An ad request is triggered and data is passed into the Ad Manager ad server
Requests are sent to Ad Manager with Google Publisher Tags, the Google Mobile Ads SDK, or the IMA SDK. Along with each request, information concerning the user, device and targeting is passed to Ad Manager. Learn more
Support for native inventory isn’t yet available.
2. Ad Manager runs on the unified auction to determine the best return
The measures below are completed synchronously on the server-side as part of this ad selection procedure .
2a. Ad Manager selects the best trafficked line item to compete at the unified auction
Using delivery and targeting pacing info, Ad Manager catalogs all qualified line items booked from the Advertisement Manager ad server and chooses the ideal line item to compete through dynamic allocation at the unified auction.
2b. Ad Manager sends a bid request to targeted return partners
Ad Manager utilizes return classes to identify the list of trades to compete at the unified auction. Yield groups contain targeting like line items and feature a mixture of Ad Exchange, third party exchanges and/or Mediation ad networks. For every Exchange Bidding yield spouse assigned to a qualified yield group, Ad Manager sends a bid request to accumulate their greatest bids.
What happens if multiple return groups are entitled to the exact same request?
The return partner lists from every qualified yield group are combined into one record, so Ad Manager sends each spouse just 1 bid request. If the identical yield spouse appears in more than one qualified yield group, just 1 bid request will be sent to the return spouse.
What happens if asked ad sizes do not match the return group targeting?
In this scenario, the third party yield team spouses, or”buyers,” will have the ability to bid on whatever dimensions overlap between the dimensions in the publisher’s advertisement request and the dimensions targeted by the return group. If a different Ad Exchange line item in Ad Manager targets the dimensions which don’t match the return group targeting, Ad Exchange buyers will still have the ability to bid on these sizes included in the publisher’s advertisement request and the Ad Exchange line thing.
By way of instance, let us say a writer’s ad request comprises three dimensions — 300×250, 300×600, 300×50. If a return team targets only the 300×600 and 300×50 sizes, third party return group buyers may only bid for those two sizes, and won’t be qualified to submit bids for the 300×250 size. If a separate Ad Exchange line thing targets all 3 dimensions, Ad Exchange buyers will have the ability to bid on the 300×250 dimensions along with the dimensions targeted by the return group.
Notice that requests with a number of sizes aren’t supported by Mediation for mobile programs.
What information is sent to buyers with every Exchange Bidding request?
Exchange Bidding requests are sent to buyers with a modified version of this Ad Exchange real time bidding protocol buffer or the OpenRTB protocol buffer. Along with standard fields in the RTB protocol, exchange bidders also get the writer’s Ad Manager system code and Ad Manager ad unit code.
How do Ad Exchange or AdSense line items and return groups compete?
Ad Manager only sends you bid petition to Ad Exchange for every unified auction. If an Ad Exchange line item and a return group are qualified for the exact same belief, Ad Manager sends one request to Ad Exchange. This petition follows the code snippet and net property defined in the Ad Exchange line thing.
In Delivery Inspector, you could see both a return group and line item listed as”delivered” into an advertisement slot if the targeting for both an Ad Exchange line thing and return group matched an advertisement slot.
2c. Targeted yield partners operate their own auction and yields their most aggressive bid to Ad Manager
Yield partners use their own Exchange Bidding integration to get the bid request from Advertisement Manager, run an auction based on the information given in the petition, and return their competitive bid to Ad Manager.
2d. Ad Manager hosts a unified auction and selects a winner
Ad Manager hosts a unified auction, comparing return partner bids, the Ad Exchange bid along with other direct line items through dynamic allocation to make certain that every impression maximizes yield.
3. A creative or Mediation record is returned to the writer
After dynamic allocation and all Exchange Bidding auctions have finished and a winner is chosen, the Advertisement Manager ad server returns the winning advantage to the publisher for screen.
- If a Ad Supervisor line item wins the merged auction, the Advertisement Manager creative is returned to the publisher.
- If an exchange bidder or an Ad Exchange buyer wins the Advertisement Manager merged auction, the purchaser’s creative is returned to the publisher.
- If a Mediation yield spouse wins the Ad Manager merged auction, a Mediation list, or”series,” is returned to the publisher which includes Mediation yield partners using a CPM greater than the maximum Ad Exchange or Exchange Bidding yield associate bid. The writer’s mobile program will then call each partner from the list for a creative to show. Find out more about Mediation for mobile programs
- When the default CPM for a Mediation yield spouse is defined as greater than the maximum bid from an Exchange Bidding yield spouse, the Mediation yield spouse will have a first appearance to fulfill the impression with no guarantee they’ll return a bid in the default CPM price. Make certain that your default CPM values for Mediation yield spouses is set realistically to maximize competition.
The real time bids (RTB) from return partners compete within dynamic allocation in a unified auction. The ideal Ad Manager line item rate, anticipated Mediation yields and exchange bids are compared in exactly the exact same time along with the best bid wins the auction. Ad Exchange and return partners bid once for every belief.
All participants at the united auction, such as Ad Exchange and third party trades, compete equally for each impression on a net basis. Each trade runs its own auction independently and then submits its bid to the unified auction. Third-party exchange bids don’t set the floor price in Ad Exchange’s auction.
By way of instance, assume one Ad Exchange buyer takes $3.00 and another bids $1.00. In cases like this the Ad Exchange auction reaches $1.00 and the Ad Exchange submits a $1.00 bid into theauction. If a third party exchange bids $2.00 with this belief then it would win the merged auction and pay $2.00, because its $2.00 bid is greater than the Ad Exchange’s $1.00 bid.
All payments are facilitated by Google and decided by each Exchange Bidding yield spouse’s impression shipping volume. Payments are sent to the publisher and asked from the buyer within about 30 days of the close of the month.
How buyers are billed for Exchange Bidding impressions
Buyers bidding throughout the Ad Exchange continue to pay based on the normal Ad Exchange auction model. When an Exchange Bidding yield group buyer wins the merged auction, the buyer pays the bid price.
How publishers are compensated for Exchange Bidding impressions
Publishers are compensated based on the provisions of their Ad Exchange arrangement and Exchange Bidding contract addendum. Payments for Exchange Bidding impressions are made net of Google’s revenue share.
The writer’s invoice from Google will include an itemized list, demonstrating earnings from Ad Exchange and third party exchanges separately. Publishers can then utilize the return group measurements and metrics in Ad Manager reporting to itemize earnings per trade or yield group.