How real-time bidding works

The use of real-time bidding involves three steps:

1. You create a campaign and a real-time bidding ad group

  • Filtered calls are sent through a 'network' ad group in the real time bidding user interface. These calls specify basic targeting criteria, such as day parting, language, geographical region, etc.
  • You specify the maximum number of calls (queries per second) that your system can recieve.

2. Ad Exchange passes pre-filtered ad call parameters to your system

The following parameters are passed to your system:

  • HTTP header with referrer URL (for branded sites) or site IDs (for anonymous sites)
  • Targeting information, such as geo and vertical
  • Truncated user IP address (IPV4 and IPV6)
  • Encrypted user cookie ID
  • Ad unit restrictions, such as restricted advertisers, creative types or product verticals

3. Your system analyzes the ad call in real time, layers additional targeting data, and submits your bid (or null) to Ad Exchange

If submitted, the following is included in the bid:

  • CPM bid
  • Creative redirect or Google-hosted creative ID