Update to buyer program guidelines

DoubleClick Ad Exchange revised the buyer program guidelines on April 6, 2011 to include the following policies:

  • Buyers may retain information from Real-time bidder (RTB) call-outs for the purpose of forecasting.
  • Google reserves the right to audit the usage of RTB.
  • The user-list targeting notice requirement for privacy policy has been updated to include notification of remarketing usage or data collection.

What is the change associated with sampling RTB call-outs for the purpose of forecasting?

The Real-time bidder policy has been updated to allow buyers to forecast on impressions.

Does the new policy change our throttling or callout thresholds to buyers?

No. Google will continue to throttle the usage of Real-time bidder to optimize the system and prevent inappropriate data collection.

Why did we change the RTB policy to accommodate forecasting?

Many DSPs and ad networks using RTB are developing a forecasting solution. Changing this policy allows our bidders to match market expectations. Given that other exchanges and yield managers allow for sampling, this should have no real impact on publishers.

What is the change associated with the ability to audit RTB implementations?

A new section has been added to the Real-time Bidder Policy section that allows for Google to audit the usage of Real-time bidder.

Why has an RTB audit provision been added?

With the ability to now collect data for the purpose of forecasting, publishers are increasingly sensitive about how the callout data is used. This provision allows Google to investigate any bidder suspected of inappropriately using RTB callout data.

What is the change associated with the notification requirement for remarketing privacy policies?

Under the User-list Targeting Policy section, the Notice Requirement has been updated to explicitly include notification of remarketing usage or data collection.