Ad Exchange Private Auctions overview

Private Auctions provide Ad Exchange publishers more control over how their inventory is sold, while providing preferred buyers an advantage in auction buys. When you initiate a Private Auction, you invite specific buyers to participate.

Private Auctions allow you to make a portion of your non-guaranteed inventory available to these buyers at specific minimum prices. You and/or Google may set a minimum CPM for each buyer.

The winners of impressions are determined using the Ad Exchange auction model. If an impression qualifies for a Preferred Deal, the buyer gets the impression at the Preferred Deal price. Private Auction bidders do not participate.

See a step-by-step workflow of a Private Auction

Below is a general step-by-step workflow of a Private Auction from inception to a live deal. This workflow demonstrates the process when a you, as the Ad Exchange publisher, initiate a Private Auction.

  1. You create a new Private Auction, specifying one or more buyers, and the option to choose all or only specific advertisers for each buyer. You can also set the Private Auction as visible to all buyers in the Marketplace, allowing them to apply for an invite.

    Learn more about advertiser-level Private Auctions.

  2. Every new combination of selected buyers and advertisers creates a new Private Auction proposal, which the buyer can individually accept.
  3. Each invited buyer is notified of the Private Auction invite. They can access their available Private Auctions in the Marketplace.
  4. If the buyer accepts the invite, the Private Auction becomes active and available for bidding.

You can allow Open Auction bids to compete with Private Auction bids. This setting can be turned off for any individual Private Auction.  Learn more


Learn more about the differences between the Open Auction, Private Auctions, and Preferred Deals.

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