Introduction to Exchange Bidding

Invite trusted third-party exchanges to compete for your inventory

 Only available in Google Ad Manager 360.

Exchange Bidding allows you to invite other third-party exchanges to compete for your inventory in a single auction with real-time, server-to-server bidding. Exchange Bidding in Ad Manager also provides simplified trafficking, reporting, and billing.

Header bidding compared

Exchange Bidding is easier to implement than header bidding. You can use your existing tagging on website or apps, or you can opt for an SDK implementation. Exchange Bidding in Ad Manager also reduces the latency historically associated with header bidding.
Ad Manager communicates directly with third-party ad exchanges in a server-to-server connection. Under header bidding, complex custom header bidding code is usually required to facilitate this communication.  This causes latency for your websites or apps and is a suboptimal user experience.
Eligible inventory trafficked in Ad Manager can take advantage of Exchange Bidding with no additional technical development required.

Mediation for mobile apps

Ad Manager mediation for mobile apps uses a list of yield partners called individually, in sequence, from your mobile app after dynamic allocation process. Exchange Bidding, on the other hand, is handled by the Ad Manager ad server which calls all yield partners at once so they can compete in real time during the dynamic allocation process.

Exchange Bidding and mediation yield partners can be included in the same yield group and compete in the same auction. Learn more

Pricing and blocking rules

Pricing rules and blocking rules are managed by each exchange and need to be configured in the third-party exchange's system. Pricing and blocking rules configured in Ad Manager won't apply across third-party exchanges.

Reporting

Ad Manager reports display aggregated information about impressions, net revenue, bid requests, and bid responses transacted through Exchange Bidding. Details about individual bids is not yet available. Ad Exchange revenue can be broken down by channel, including "Exchange Bidding", "Mediation", and more conventional "Ad Exchange" impressions.
Learn more about yield group reporting.

Google’s relationship to publishers and exchanges

Through the Ad Manager ad server, Google facilitates real-time bidding between exchanges and publisher ad requests. Google has contracts related to Exchange Bidding with both publishers and exchanges, but before a publisher can connect with an Exchange Bidding yield partner, the publisher must have an established contractual relationship with that partner. Google is not involved in the required contracts between publishers and exchanges.

Exchange Bidding partners

Below are a selection of exchanges configured for Exchange Bidding along with their supported serving environments and capabilities.*

Web and app support

  Desktop web Mobile web Mobile app Native
Yield partner       iOS   Android Interstitial  
Ad Generation Supported Supported Supported Supported Supported
AerServ Supported Supported Supported Supported Supported
Fluct Supported Supported Supported Supported Supported
Index Exchange Supported Supported Supported Supported Supported
Media.net Supported Supported Supported Supported Supported
MobFox Supported Supported Supported Supported
OpenX Supported Supported Supported Supported Supported
PubMatic Supported Supported Supported Supported Supported
RhythmOne Supported Supported Supported Supported Supported
Rubicon Project Supported Supported Supported Supported Supported
Smaato Supported Supported Supported
Sonobi Supported Supported Supported Supported
Sovrn Supported Supported
SpotX Supported Supported Supported Supported Supported
TripleLift Supported Supported Supported Supported Supported
Yieldmo Supported Supported Supported Supported

* Some exchanges participate in Exchange Bidding, but have requested not to be listed in this table.

Video support

In-stream video is available to all exchanges. For out-stream video placements to be available, the exchange must opt-in to multi-format requests. Rewarded video is still in beta.

Yield partner In-stream video Out-stream video Rewarded video
Ad Generation
AerServ
Fluct
Index Exchange Supported Supported
Media.net
MobFox
OpenX Supported Supported Supported
PubMatic Supported Supported
RhythmOne Supported Supported Supported
Rubicon Project Supported Supported Supported
Sovrn Supported Supported
SpotX Supported
TripleLift Supported Supported
Yieldmo Beta

* Some exchanges participate in Exchange Bidding, but have requested not to be listed in this table.

Regional limitations

Some exchanges only support requests for certain regions or countries. Exchanges not listed below support requests globally.

  • Ad Generation: Japan only
  • AerServ: Americas only
  • Fluct: Japan only
  • MobFox: Americas and Europe only
  • RhythmOne: Americas and Europe only
  • Sovrn: Americas and Europe only
  • SpotX: Americas and Europe only
  • Yieldmo: North America only
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