If you'd like to know more about the Open Bidding feature within Ad Manager, please refer to these articles in the Ad Manager Help Center. For additional information about the Open Bidding product, please use the "?" icon on the top right hand side of your Open Bidding account.

Learn the basics

Onboard online with Open Bidding

Open Bidding was originally available only in Ad Manager 360, but it's now available for all publishers using Ad Exchange in Ad Manager. Open Bidding allows you to invite third-party demand partners, known as bidders, to compete for your inventory in a single auction with real-time, server-to-server bidding in dynamic allocation.

Onboard online is not available in Google Ad Manager 360.

With Open Bidding, you can use web, app, and video inventory. If your inventory is for mobile apps, ensure you’ve initialized and configured the Google Mobile Ads SDK and any third-party SDKs.

For any buyer that requires third-party SDKs, after integrating the required SDK, you must map your inventory using ad unit mapping.

You will also need to take the appropriate steps to ensure your new buyer is part of either the Global Vendor List or the Additional Consent string if your App uses the TCF Framework.

Accept the Open Bidding terms

For publishers using Ad Exchange in Ad Manager, to use Open Bidding you must first accept the Open Bidding terms.

  1. Sign in to Google Ad Manager.
  2. Click Delivery > Bidders.
  3. Click Review Open Bidding terms.
  4. Review the Open Bidding terms, then click Accept.

Once accepted, you can add new Open Bidding bidders.

Add new bidders

  1. Click Delivery and then Bidders.
  2. Click New bidder.
  3. Search and click on the name of a bidder.
  4. Click Onboard online now to accept the partnership agreement and share your 16-digit publisher ID. You will be redirected to the bidder’s website to complete the partnership agreement.
    Once completed, return to Google Ad Manager and click Continue.

    Please keep Google Ad Manager open while you complete the partnership agreement. This allows us to receive a signal that you have completed this step in order to send an Open Bidding request.

  5. Confirm you have an active partnership agreement with the bidder. Click Acknowledge and agree to send an Open Bidding request.
  6. Configure your inventory for the bidder.
    • Create a new yield group or add the bidder to an existing yield group.

Your approval status will be marked as “Pending” while the bidder reviews your request. You will either be “Approved” or “Rejected” after 2 business days.

Once the bidder has approved your request, you can send bid requests to the bidder. The bidder will share their seller information for you to update your ads.txt or app-ads.txt file.

Support for mobile app ads

To work with mobile app inventory, your developer must integrate the Google Mobile Ads (GMA) SDK for your app's platform: Android or iOS.

Available bidders

A growing number of Open Bidding buyers are available in onboard online.

Google’s relationship to publishers and bidders

Google has contracts related to Open Bidding with both publishers and bidders. Before a publisher can connect with a bidder, in the traditional manner and when you onboard online, the publisher must have an established relationship and agreement with that bidder. Google is not involved in this partnership agreement.

When you add new bidders, you can choose to visit the demand partner’s website to complete the partnership agreement and share your 16-digit publisher ID.

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