Introduction to Exchange Bidding

Invite trusted third-party exchanges to compete with Ad Exchange and DFP in a unified real-time auction

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.

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Common questions

How is this different than header bidding?

Exchange Bidding lets the DFP ad server communicate directly with third-party ad exchanges in a server-to-server connection, rather than communicating through custom header bidding code implemented in a publisher’s mobile app or webpage. This direct method reduces page load latency and eliminates the complex publisher configuration required by header bidding. Eligible inventory trafficked in DFP can take advantage of Exchange Bidding with no additional technical development required for publishers.

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.

Exchange Bidding and mediation yield partners can be included in the same yield group and compete in the same auction. Learn more

Will Ad Exchange pricing and blocking rules work across third-party exchanges?

No. Pricing rules and blocking rules are managed by each exchange and need to be configured in the third-party exchange's system.

What Exchange Bidding information is included in DFP reports?

DFP reports display aggregated information about impressions, net revenue, bid requests, and bid responses transacted through Exchange Bidding. Details about individual bids is not yet available. Ad Exchange revenue can be broken down by channel, including "Exchange Bidding", "Mediation", and more conventional "Ad Exchange" impressions.
Learn more about yield group reporting.

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
Yield partner     iOS Android Interstitial    
Ad Generation


Not yet supported.

Index Exchange
Rubicon Project

* Some exchanges participate in Exchange Bidding, but have requested not to be listed in this table.

Regional limitations

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.
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