Introduction to Exchange Bidding
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
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.
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.
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|
* Some exchanges participate in Exchange Bidding, but have requested not to be listed in this table.
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|
* Some exchanges participate in Open Bidding, but have requested not to be listed in this table.
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, Europe, Asia, and Japan
- Yieldmo: North America only