Google Ad Exchange
The optimal solution for publishers that want to supercharge their Header Bidding. We provide publishers with access to Google’s Ad Exchange (AdX) which, combined with Header Bidding, gives publishers another latency-free opportunity to capture even more revenue per impression.
Google takes several steps to ensure a consistent auction process so Google Ads bids can be compared fairly with bids from other ad networks.
When a publisher offers inventory to Ad Manager, Google Ads runs its own auction and composes the best ad unit -- with a full slot ad or a group of text ads. Google Ads will then calculate the appropriate Ad Manager bid for the ad unit by taking the ads' bids and applying the Google Ads revenue share.
This bid is compared with other Ad Manager advertiser bids and any controls set by publishers, such as minimum CPMs. Bids that don't meet these publisher controls are ignored.
Ad Manager will then take all of the eligible bids and run an auction. If Google Ads wins the auction, the advertiser(s) in the winning ad unit will pay no more than what is required to rank higher than the next advertiser, on a CPC basis, when a user clicks on the ad or completes another valid event in connection with the ad. The publisher will be paid the higher of the highest net bid value in the Ad Manager auction or the minimum CPM.
When an ad unit is anonymous, the advertiser may not (either directly or through a third party) attempt to determine the identity of the publisher, the site name, or any other related identifying information via any means, even if they aren't identifying the seller intentionally.