Set your desktop and mobile web inventory to Anonymous, Branded, or Semi-transparent in AdX

To maximize your revenue potential, you need to decide how you want to market your inventory to potential buyers. You may determine that the inventory is more valuable to buyers if it is branded with your site name. Some inventory would be better suited if it were anonymous. Or, choose semi-transparent which provides buyers with your domain in the bid request.

The option of semi-transparency provides the right level of protection required to monetize premium inventory if you are using the Ad Exchange for the first time and you’re sensitive about presenting your inventory as Branded.

Publishers who have revenue maximization as their top priority should use the Branded option instead.

To take advantage of all scenarios, you also have the options of presenting a rule as:

  • Both branded and anonymous
  • Both semi-transparent and anonymous
  • One of branded, semi-transparent and anonymous

You can set different minimum CPMs for each type to make revenue-maximizing decisions.

Buyer and advertiser visibility

The buyer and advertiser visibility is based on the buyer and advertiser branding type set in the “Pricing” section of a Rule. The RTB callouts for an impression to a specific buyer or advertiser contain all information that applies to that impression at the appropriate level of branding for that buyer or advertiser.

Here is a summary of the various components shown to buyers and advertisers:

Channel type What do buyers and advertisers see? Example
  • Full URL
  • Publisher ID
  • Semi-transparent URL name
  • No Publisher ID

Buyers see your domain in the bid request, but not the subdomain or path. is truncated to
  • No URL
  • Anonymous ID
  • google-anon12435432635

Should your rule be branded, anonymous, semi-transparent, or some combination thereof?

Here’s general guidance on how to set your inventory in Ad Exchange. Branded yields the most revenue, semitransparent yields a large amount of the money, and anonymous causes a large hit to yield.

  • Select Branded when the buyers are trusted and value your brand. Buyers see the URL. This branding type may be set at a higher minimum CPM.
  • Semi-transparent reveals more about the inventory than if it were set to anonymous. It is used when you want buyers to see your domain in the bid request, but not the subdomain or path. For example, is truncated to

    Mobile app inventory always transacts as branded. Semi-transparent is only available for desktop and mobile web.

  • Select Anonymous when you want your identity to be undisclosed to buyers. Selling inventory in this way prevents buyers from knowing that your inventory is in the exchange. Buyers only see an anonymous ID.
    In a rule, semi-transparent can be paired with anonymous and branded can be paired with anonymous. Branded and semi-transparent cannot be selected together. ONLY Google Ads can see any combination of branding types. All RTB buyers can only see the maximum visibility.
It is not recommended to configure different branding types for same buyer, on the same inventory, across Preferred Deals, Private Auctions, and Open Auction. We recommend sticking with a single branding type per buyer across all auction modes. 

If matching net bids are found for a rule with both anonymous and branded versions, the branded version wins.

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