Introduction to Exchange Bidding
With Exchange Bidding, publishers and exchanges optimize yield management with server-to-server real-time bidding that uses a publisher’s existing tagging or SDK implementation. The unified DoubleClick technology stack also provides simplified trafficking, reporting and billing.
How is this different than header bidding?
How does this work with DFP mediation for mobile apps?
DFP mediation for mobile apps uses a list of yield partners called individually, in sequence, from the publisher's mobile app after the DFP dynamic allocation process. Exchange Bidding, on the other hand, is handled by the DFP ad server which calls all yield partners at once so they can compete in real time during the dynamic allocation process.
Will Ad Exchange pricing and blocking rules work across third-party exchanges?
What Exchange Bidding information is included in DFP reports?
Google’s relationship to publishers and exchanges
Through the DFP ad server, Google facilitates real-time bidding between exchanges and publisher ad requests. Google has contracts related to Exchange Bidding with both publishers and exchanges, but before a publisher can connect with an Exchange Bidding yield partner they must have an established contractual relationship with that partner. Google is not involved in the required contracts between publishers and exchanges.
Exchange Bidding partners
Below are a selection of exchanges configured for Exchange Bidding along with their supported serving environments and capabilities.*
|Desktop web||Mobile web||Mobile app||Native||In-stream video|
* Some exchanges participate in Exchange Bidding, but have requested not to be listed in this table.
Some exchanges only support requests for certain regions or countries. Exchanges not listed below support requests globally.
- Ad Generation: Japan only.
- AerServ: Americas only.
- COMET: North America only.
- MobFox: Americas and Europe only.
- RhythmOne: Americas and Europe only.
- Sovrn: Americas and Europe only.