Deals in Exchange Bidding (Beta)

Allow third-party deals in Exchange Bidding

Exchange partners enabled 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 Exchange Bidding works.

Allow third-party deals in Exchange Bidding

  1. Sign in to Google Ad Manager.
  2. Click Delivery and then Exchange partners (Beta) 
  3. Click the name of your exchange partner. Ad Manager companies enabled for Exchange Bidding are listed.
  4. Click the Allow deal bids in Exchange Bidding toggle in the "Transacting deals" tab to turn it on. If you don't enable 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 Exchange 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 Exchange 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.

Example
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.

Ad Manager ensures that deals compete at the same priority as other deals of the same deal type in the unified auction, but in some situations, high-value bids from lower-priority deal types, such as private auction deals for a preferred deal, or the open auction can add auction pressure.

Example
An exchange submits an optimized third-party private auction deal bid to the unified auction.

  • If there are no other un-optimized private auction bids, high-value open auction bids will be allowed to compete.
  • If there are other un-optimized private auction bids, open auction bids will not compete and the exchange's private auction bid will compete only with the other un-optimized private auction bids
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.

Diagnostics

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

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