Real-time bidding overview
Get started with real-time bidding
If you are interested in setting up real-time bidding, or would like more information, please contact us.
With real-time bidding, your network can receive and review pre-filtered inventory to establish and execute bids. Once your bidder is developed, here's what happens:
- Filtered bid requests are sent based on the pretargeting configuration. These requests specify targeting criteria, such as day parting, language, geographical region, etc.
- You specify the maximum number of requests (queries per second) that your system can receive.
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
If submitted, the following is included in the bid:
- CPM bid
- Creative redirect or Google-hosted creative ID
If you are a developer working on a real-time bidder, you can find more information in Real-time bidding for developers.
For detailed developer documentation, see the Ad Exchange Real-Time Bidding (RTB) Protocol.
Google respects the data entrusted by Ad Exchange publishers. As a buyer using a real-time bidder, you are bound by the real-time bidder section of the buyer policies.