Open Bidding (formerly Exchange Bidding), is a real-time bidding product within Google Ad Manager and AdMob. Open Bidding enables publishers to access demand from third-party ad exchanges or supply-side platforms (SSPs) through a server-side integration. That demand competes in a unified auction with other demand sources for a publisher's inventory.
SSPs interested in the Open Bidding program should submit their application.
To qualify for the Open Bidding program, you must meet the following criteria.
| Criteria | Description |
|---|---|
| Demonstrated publisher interest |
A Minimum of 2 current Google Ad Manager or AdMob publishers must have expressed interest in using the SSP through an Open Bidding integration. To demonstrate interest, publishers need to contact their account manager who will share their interest with the Open Bidding team through an internal form. |
| Demand Source Connections |
The SSP must be connected with at least 10 different demand-side platforms (DSPs), trading desks, or ad networks. These connected entities must operate or use a bidding platform, and they must bid into the applicant’s own auction through RTB callouts. |
| Compliance with Google's Standard Terms |
The SSP must meet Google’s standard terms and conditions for eligibility as a buying partner. Eligibility includes requirements relating to credit worthiness, data privacy, and policy compliance. Compliance will be reviewed prior to the onboarding process. |
| Program Guideline Agreement | The SSP must agree to comply with Google’s Exchange Bidding Program Guidelines. |
New applications will be reviewed monthly. All SSP applicants meeting this criteria will be accepted into the program.
Onboarding will be undertaken by Google using a priority system that considers information provided, such as the:
- Relative strength of the demonstrated publisher’s interest and
- Demand source connections the SSP offers