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Real-time bidder integration for mobile apps

If you use real-time bidder and want to target ads to mobile applications, ensure you're developing your bidder using the latest protocol buffer, along the information outlined in the sections below. To download the protocol and obtain further information on developing a bidder please visit the RTB microsite. If you do not currently have access to the site please contact your Ad Exchange representative.

Requirements for existing RTB Buyers

The existing RTB protocol and trading locations will be used to send in-app and mobile-web traffic. There is no need to change your bidder URL.

If you're already an RTB buyer, update your protocol buffer to the latest version and implement the related fields outlined in the RTB developer's site. For further information and support please contact your Ad Exchange representative.

Pre-targeting campaigns

In order to receive mobile-application inventory, RTB buyers must set up a pre-targeting campaign with a placement-holder ad in the mobile ad size.

Steps to create a pre-targeting campaign:

  1. Create a new campaign.
  2. Ensure mobile devices are not excluded.
  3. Select On: Send me requests for bids using real-time bidding in the "Real-time bidding" section.
  4. Target All Topics (run of exchange) or any other criteria.
  5. Specify a default bid for the ad group.
  6. Create a third-party ad in an appropriate mobile ad size (e.g., 320x50, 300x250, 468x60, 728x90).
  7. Save the campaign.

Once you've implemented the mobile-related fields in your bidder and set up a pre-targeting campaign, you'll start receiving mobile traffic. For additional support please contact your Ad Exchange representative.

Tracking impressions

To minimize reporting discrepancies, app ads (banners, interstitials, and native) should be tracked with impression_tracking_url. App video impressions should still be tracked with VAST XML.

AdX Buyers should remove impression tracking pixels from the creative (ad markup), and instead include the impression_tracking_url field in the bid response. Impression_tracking_url fires when the impression is considered billable. This is more accurate than tracking pixels, which can track impressions that (because of prefetching) were fetched by the app, but never rendered.

Learn more about impression_tracking_url in the RTB Proto.

impression_tracking_url Proto example

// The URLs to call when the impression is rendered.  This is supported for
    // all inventory types and all formats except for VAST video.
    repeated string impression_tracking_url = 19;

impression_tracking_url is also available as an extension for bidders that use OpenRTB:

// Ad Exchange extensions for the Bid object.
message BidExt {
  // [AdX: BidResponse.Ad.impression_tracking_url]
repeated string impression_tracking_url = 1;

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