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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

Introduction to Open Bidding

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

 

Should I use Open Bidding or header bidding?

Open 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. Open Bidding in Ad Manager also reduces the latency historically associated with header bidding.

Ad Manager communicates directly with third-party demand partners 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 Open 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. Open 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.

Open Bidding and mediation yield partners can be included in the same yield group and compete in the same auction. Learn more about how Open Bidding works.

Pricing and protections

Pricing rules, including advertiser floor prices, apply to all remnant line items and to Open Bidding.

Protections, including blocking rules, do not apply to Open Bidding partners by default. However, with bidder creative restrictions, you can choose to enable the "Filter creatives based on your protections" setting for one or more Open Bidding partners.

Reporting

Ad Manager reports display aggregated information about impressions, net revenue, bid requests, and bid responses transacted through Open Bidding. Ad Exchange revenue can be broken down by channel, including "Open 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 Open Bidding with both publishers and exchanges, but before a publisher can connect with an Open 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.

Open Bidding partners

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

Display support

  Desktop web Mobile web Web Interstitial Mobile app Native
Yield partner        iOS/Android  Interstitial  
Ad Generation Supported Supported Supported Supported Supported Not supported
Chocolate Platform 
by Silverpush
Supported Supported Supported Supported Supported Supported
Equativ (formerly Smart Adserver) Supported Supported Supported Supported Supported Supported
Fluct Supported Supported Supported Supported Supported Supported
Improve Digital Supported Supported Not supported Supported Supported Supported
Index Exchange Supported Supported Supported Supported Supported Supported
InMobi Not supported Supported Not supported Supported Supported Not supported
LoopMe Supported Supported Supported Supported Supported Supported
Magnite DV+ Supported Supported Supported Supported Supported Supported
Media.net Supported Supported Supported Supported Supported Supported
MobFox Not supported Supported Supported Supported Supported Supported
Nexxen (OB) Supported Supported Not supported Supported Supported Not supported
OneTag Supported Supported Supported Supported Supported Supported
OpenX Supported Supported Supported Supported Supported Not supported
Opera Supported Supported Supported Supported Supported Supported
Outbrain Supported Supported Supported Supported Supported Supported
PubMatic Supported Supported Supported Supported Supported Supported
ShareThrough Supported Supported Supported Supported Supported Supported
Smaato Supported Supported Supported Supported Supported Supported
Sonobi Supported Supported Not supported Supported Supported Not supported
Sovrn Supported Supported Supported Not supported Not supported Not supported
The MediaGrid Supported Supported Supported Supported Supported Supported
TripleLift Supported Supported Supported Supported Supported Supported
Verve Group Not supported Not supported Supported Supported Supported Supported
Yieldmo Supported Supported Not supported Supported Supported Supported
YieldOne Supported Supported Supported Supported Supported Not supported

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

Video and audio 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.

Yield partner Audio In-stream video Out-stream video Rewarded video
Ad Generation Supported Supported Supported Supported
Chocolate Platform
by Silverpush
Supported Supported Supported Supported
Equativ (formerly
Smart Adserver)
Supported Supported Supported Supported
Fluct Supported Supported Supported Supported
Improve Digital Supported Supported Supported Supported
Index Exchange Supported Supported Supported Supported
InMobi Supported Supported Not supported Supported
LoopMe Supported Supported Supported Supported
Magnite DV+ Supported Supported Supported Supported
Magnite Streaming Supported Supported Not supported Not supported
Media.net Supported Supported Supported Supported
MobFox Supported Supported Supported Supported
Nexxen (OB) Supported Supported Supported Supported
OneTag Supported Supported Supported Supported
OpenX Supported Supported Supported Supported
Opera Supported Supported Supported Supported
Outbrain Supported Supported Supported Supported
PubMatic Supported Supported Supported Supported
ShareThrough Not supported Supported Not supported Not supported
Smaato Supported Supported Supported Supported
Sonobi Supported Supported Supported Supported
Sovrn Supported Supported Supported Not supported
The MediaGrid Not supported Supported Supported Supported
TripleLift Supported Supported Supported Supported
Verve Group Not supported Supported Supported Supported
Yieldmo Supported Supported Supported Supported
YieldOne Supported Supported Supported Not supported

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

Open Bidding Deals

Exchange partners authorized for deal transactions can submit bids specific to deals you've set up in their system. These deals compete with Ad Exchange Preferred Deals and Private Auctions based on price, with higher priority than other Open Auction bids.

Yield partner Eligible to support deals
Ad Generation Not supported
Chocolate Platform by Silverpush Not supported
Equativ (formerly Smart Adserver) Not supported
Fluct Not supported
Improve Digital Not supported
Index Exchange Supported
InMobi Not supported
LoopMe Not supported
Magnite DV+ Supported
Magnite Streaming Not supported
Media.net Not supported
MobFox Not supported
Nexxen (OB) Not supported
OneTag Not supported
OpenX Supported
Opera Not supported
Outbrain Not supported
PubMatic Supported
ShareThrough Not supported
Smaato Not supported
Sonobi Not supported
Sovrn Not supported
The MediaGrid Not supported
TripleLift Not supported
Verve Group Not supported
Yieldmo Not supported
YieldOne Not supported

* Some exchanges participate in Open 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
  • Improve Digital: Americas and Europe only
  • Magnite Streaming: Americas and Europe only
  • MobFox: Americas and Europe only
  • Sovrn: Americas and Europe only
  • Nexxen (OB): Americas and Europe only
  • YieldOne: Japan only

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