Introduction to Open Bidding

Invite trusted third-party exchanges to compete for your inventory

Only available in Google Ad Manager 360.

Open 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. Open Bidding in Ad Manager also provides simplified trafficking, reporting, and billing.

Header bidding compared

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 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 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 process. 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

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 Open Bidding. Details about individual bids is not yet available. 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 Mobile app Native
Yield partner      iOS/Android  Interstitial  
Ad Generation Supported Supported Supported Supported Not supported
AerServ Supported Supported Supported Supported Not supported
Fluct Supported Supported Supported Supported Not supported
Improve Digital Supported Supported Supported Supported Not supported
Index Exchange Supported Supported Supported Supported Not supported
Media.net Supported Supported Supported Supported Supported
MobFox Not supported Supported Supported Supported Not supported
OpenX Supported Supported Supported Supported Not supported
PubMatic Supported Supported Supported Supported Not supported
RhythmOne Supported Supported Supported Supported Not supported
Rubicon Project Supported Supported Supported Supported Not supported
Smaato Not supported Not supported Supported Supported Not supported
Smart Adserver Supported Supported Supported Supported Not supported
Sonobi Supported Supported Supported Not supported Not supported
Sovrn Supported Supported Not supported Not supported Not supported
SpotX Supported Supported Supported Supported Not supported
TripleLift Supported Supported Supported Supported Not supported
Yieldmo Supported Supported Supported Supported Not supported

* Some exchanges participate in Open 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 Not supported Not supported Not supported
AerServ Not supported Not supported Not supported
Chocolate Platform Supported Supported Supported
Fluct Supported Supported Supported
Improve Digital Supported Supported Supported
Index Exchange Supported Supported Not supported
Media.net Supported Supported Not supported
MobFox Not supported Not supported Not supported
OpenX Supported Supported Supported
PubMatic Supported Supported Supported
RhythmOne Supported Supported Supported
Rubicon Project Supported Supported Supported
Smart Adserver Supported Supported Not supported
Sonobi Supported Supported Not supported
Sovrn Supported Supported Not supported
SpotX Supported Supported Not supported
Telaria Supported Not supported Not supported
TripleLift Supported Supported Not supported
Verizon Media Supported Not supported Not supported
Yieldmo Supported Supported 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
  • MobFox: Americas and Europe only
  • RhythmOne: Americas and Europe only
  • Smart Adserver: Americas and Europe only
  • Sovrn: Americas and Europe only
  • SpotX: Americas, Europe, Asia, and Japan
  • Telaria: Americas only
  • Yieldmo: North America only
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