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.

Deals in Open Bidding

Allow third-party deals in Open Bidding

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.

Learn more about how Open Bidding works.

Allow third-party deals in Open Bidding

  1. Sign in to Google Ad Manager.
  2. Click Delivery, and then Bidders.
  3. Click the name of your exchange partner. Ad Manager companies authorized for Open Bidding are listed.
  4. Click the Allow deal bids in Open Bidding toggle in the "Transacting deals" tab to turn it on. If you don't turn on this option, deal bids won't be considered in the auction.

Manage exchange partner deals

Ad Manager displays third-party exchange deals activity for the last 7 days. Only deals that have transacted in Open Bidding within the last 7 days are included in the table. Revenue, impressions, and eCPM values correspond to delivery over the last 7 days.

It might take up to 4 hours for a deal to appear in the table.

Choose an auction strategy

There are two auction strategies you can use for third-party deals in Open Bidding: standard and optimized. By default, third-party Private Auction deals use the "Optimized" auction strategy and third-party Preferred Deals use the "Standard" auction strategy.

Standard Optimized

Use a strict interpretation for each deal type in the auction.

Preferred Deals win over Private Auction deals, and Private Auction deals win over the Open Auction. Ad Manager will transact a Preferred Deal or Private Auction deal over other bids, even if another bid would actually provide more revenue.

An exchange submits a standard Private Auction deal bid to the unified auction.

  • No Open Auction bids are considered, even if there are no other Private Auction bids.

Allow high-value bids from the Open Auction or other deals to compete.

Optimized deals compete directly against Open Auction bids, which can add auction pressure and increase your revenue.

An exchange submits an optimized third-party Private Auction deal bid to the unified auction.

  • High-value Open Auction bids will be allowed to compete.

How is "Auction strategy impact" calculated?

Ad Manager samples deal bid requests to see what revenue would have been possible from other deals or the Open Auction. The result depends on a deal's auction strategy:

  • For "Optimized" deals: the estimated revenue lift from optimization over the next 7 days.
  • For "Standard" deals: the estimated revenue lift you'll miss over the next 7 days by not optimizing.

It might take up to 24 hours for Ad Manager to calculate auction strategy impact after a deal has been detected.


Ad Manager provides an overview of why an exchange partner's bids are not winning Open Bidding auctions.

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