{"id":12840,"date":"2019-07-30T16:56:13","date_gmt":"2019-07-30T11:26:13","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=12840"},"modified":"2021-05-18T10:46:26","modified_gmt":"2021-05-18T05:16:26","slug":"how-to-setup-exchange-bidding-getting-started-with-google-ebda","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/","title":{"rendered":"How to Setup Open Bidding: Getting Started with Google&#8217;s EBDA","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p><a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-a-comprehensive-guide\/\" target=\"_blank\">Header bidding<\/a> is the go-to monetization solution for most publishers with decent traffic on their sites. After the waterfall method, header bidding and its <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/server-to-server-header-bidding-everything-you-need-to-know\/\" target=\"_blank\">server-side<\/a> version brought much-needed control and enabled publishers to get a fair price for their ad inventories.<\/p>\n\n\n\n<p>However, even with all its benefits, <a href=\"https:\/\/www.adpushup.com\/blog\/benefits-of-header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"header bidding is not perfect (opens in a new tab)\">header bidding is not perfect<\/a>.<\/p>\n\n\n\n<p>For starters, it is known to increase page latency. Without a good <a rel=\"noreferrer noopener\" aria-label=\"header bidding wrapper (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/\" target=\"_blank\">header bidding wrapper<\/a>, adding and managing demand partners can also be challenging. To counter these problems, Google launched its version of server-side <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\">header bidding<\/a> and named it <a href=\"https:\/\/www.adpushup.com\/blog\/how-does-open-bidding-work-in-google-ad-manager\/\">Open Bidding<\/a> (formerly Exchange Bidding in Dynamic Allocation &#8211; <a rel=\"noreferrer noopener\" aria-label=\"its version of server-side header bidding and named it Exchange Bidding in Dynamic Allocation (EBDA) (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/google-launches-exchange-bidding-to-counter-the-rise-of-header-bidding\/\" target=\"_blank\">EBDA<\/a>). Knowing that it can resolve the latency issues, publishers readily agree to get onboard.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Even though Open Bidding is easy to get started with, when it comes to getting access to the feature, Google made it a bit tricky. Why\u2019s that? Well, Open Bidding is only available for publishers with <a href=\"https:\/\/www.adpushup.com\/google-ad-manager\/\">Google Ad Manager accounts<\/a>.<\/p>\n\n\n\n<p>Once you get the Ad Manager account, you need to send an application to use Open Bidding. And then manually add demand partners after signing a contract. Now that you know the prerequisites, let\u2019s help you set up exchange bidding.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#Get_Google_Ad_Manager_Account\" >Get Google Ad Manager Account<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#Enable_EBDA_and_Add_Demand_Partners\" >Enable EBDA and Add Demand Partners<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#Setting_up_Open_Exchange_Bidding\" >Setting up Open (Exchange) Bidding<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#Step_1_Enable_Open_Bidding_and_Add_Company\" >Step 1: Enable Open Bidding and Add Company<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#Step_2_Add_Yield_Group\" >Step 2: Add Yield Group<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#In_Closing\" >In Closing<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Get_Google_Ad_Manager_Account\"><\/span>Get Google Ad Manager Account<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To get started with Google Ad Manager, publishers need to have AdSense access. Hence, creating an AdSense account is your first step to access Google Ad Manager. Typically, Google takes less than a week to approve an AdSense account.<\/p>\n\n\n\n<p>Next, you need to visit <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/admanager.google.com\/\" target=\"_blank\">Ad Manager login page<\/a>. Here, you set up the account and choose a timezone and currency. Save these settings only when you are absolutely sure because you won\u2019t be able to change them later.<\/p>\n\n\n\n<p>Ad Manager audits your site for the content, audience, and previous earnings. If your inventory is eligible, you will get a confirmation email from Google Ad Manager.<\/p>\n\n\n\n<p>In a case, you are unable to access Google Ad Manager, then you can try getting access to GAM from a Google Certified Publishing Partner (AdPushup is a GCPP and provides access to a GAM account). Also, working with a Google Certified Publishing Partner can save you the hassle of setting up and managing it on an ongoing basis.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Enable_EBDA_and_Add_Demand_Partners\"><\/span>Enable EBDA and Add Demand Partners<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Publishers with standard accounts (or <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/dfp-for-small-business-your-most-common-questions-answered\/\" target=\"_blank\">DFP with small publishers<\/a>) need to manually enable the Open Bidding. This step is easier said than done. Given it requires the involvement of a Google representative or a Google Certified Publishing Partner, and the account holder must sign a contract explaining the product and policies.<\/p>\n\n\n\n<p>As we mentioned, Open Bidding does enable you to access demand outside Google\u2019s network, but publishers need to build a contractual relationship with partners (excluding Google). Inform the representative that Open Bidding is enabled for your account and provide details like domain and network ID. Wait for the representative\u2019s response and follow the required next steps.<\/p>\n\n\n\n<p>To check whether Open Bidding is enabled or not, try creating a Yield Group. If you don\u2019t see any of such options and Yield Group is not available, then Open Bidding is not enabled yet.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"Setting_up_Open_Exchange_Bidding\"><\/span>Setting up Open (Exchange) Bidding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Ready with GAM account and Open Bidding is enabled? Follow these steps:<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Step_1_Enable_Open_Bidding_and_Add_Company\"><\/span>Step 1: Enable Open Bidding and Add Company<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"1024\" height=\"261\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-add-company.png\" alt=\"add company in DFP exchange bidding\" class=\"wp-image-12841\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-add-company.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-add-company-300x76.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-add-company-768x196.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-add-company-150x38.png 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<ul><li>Launch <a href=\"https:\/\/www.adpushup.com\/blog\/google-dfp-doubleclick-for-publishers\/\" data-type=\"URL\" data-id=\"https:\/\/www.adpushup.com\/blog\/google-dfp-doubleclick-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">DoubleClick for Publishers<\/a> (Google Ad Manager).<\/li><li>Go to <strong>Admin <\/strong>&gt; <strong>Companies<\/strong>.<\/li><li>If the Company you desire is already on the list, then skip the next two steps.<\/li><li>Otherwise, click on New Company &gt; Ad Network<\/li><li>Type the company\u2019s name and choose the option from the drop-down (like OpenX_EBDA).<\/li><li>When you see the company in the list, click on the \u2018<strong>Enable for Open Bidding<\/strong>\u2019 button.<\/li><li>Click on <strong>Acknowledge <\/strong>and then <strong>Save <\/strong>it.<\/li><\/ul>\n\n\n\n<p><strong>Note:<\/strong> If you haven\u2019t signed an agreement with the \u2018company\u2019 before adding it for exchange bidding, then your account can be suspended.<\/p>\n\n\n\n<h3><span class=\"ez-toc-section\" id=\"Step_2_Add_Yield_Group\"><\/span>Step 2: Add Yield Group<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" width=\"1024\" height=\"244\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-yield-group.png\" alt=\"Add yield group in DFP Exchange Bidding\" class=\"wp-image-12842\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-yield-group.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-yield-group-300x71.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-yield-group-768x183.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Exchange-bidding-yield-group-150x36.png 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Yield group specifies the inventory you wish to enable for Open Bidding auction. It can include DoubleClick Ad Exchange and third-party ad networks. Here is how you can add yield groups:<\/p>\n\n\n\n<ul><li>Go to <strong>Delivery <\/strong>&gt; <strong>Yield groups<\/strong>.<\/li><li>Choose to <strong>Create a yield group<\/strong> and give it an appropriate name.<\/li><li>Now it\u2019s time to customize the yield group such ad choose <strong>Ad Format<\/strong> (like banner, video, <a href=\"https:\/\/www.adpushup.com\/blog\/interstitial-ads\/\">interstitial<\/a> and more)<\/li><li>Next, mention the environment where you will be running these ads (web, app or both).<\/li><li>You can choose ad size or you can leave the section blank if you wish to target all the ad sizes.<\/li><li>Define targeting. You can choose <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/run-of-network-for-publishers\/\" target=\"_blank\">Run of Network<\/a> to target all your inventory for the applied criteria.<\/li><li>Also, you can add another yield partner to the same group by clicking on <strong>Add Another Yield Partner<\/strong> and don\u2019t forget to choose integration type as Open Bidding.<\/li><li>Finally, <strong>Save <\/strong>and <strong>Activate<\/strong>.<\/li><\/ul>\n\n\n\n<p>If everything is done correctly, then you will see bids coming in almost immediately after the setup.<\/p>\n\n\n\n<h2><span class=\"ez-toc-section\" id=\"In_Closing\"><\/span>In Closing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Open bidding can be tricky at the start. However, once you get hold of this, it can be very profitable, just like header bidding.<\/p>\n\n\n\n<p>Google Ad Manager allows publishers to create <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-generate-google-ad-manager-reports\/\">custom yield reports<\/a>. These reports can help the publisher understand the best and worst ad placements. Using which they can improve by working on weak aspects of the inventory.<\/p>\n\n\n\n<p>If you have Ad manager 360 account, then Google provides you with an exclusive ad manager, with whose help you set it up. Even so, it is recommended to take help of ad ops professionals for better results.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Header bidding is the go-to monetization solution for most publishers with decent traffic on their sites. After the waterfall method, header bidding and its server-side version brought much-needed control and enabled publishers to get a fair price for their ad inventories. However, even with all its benefits, header bidding is not perfect. For starters, it<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":12845,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6452],"tags":[6421],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Setup Open Bidding: Getting Started with Google&#039;s EBDA<\/title>\n<meta name=\"description\" content=\"Exchange bidding (EBDA) is a viable alternative to header bidding but setting it up is a different story with multiple twists. Here&#039;s how you can do it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"How to Setup Open Bidding: Getting Started with Google&#039;s EBDA\" \/>\n<meta name=\"twitter:description\" content=\"Exchange bidding (EBDA) is a viable alternative to header bidding but setting it up is a different story with multiple twists. Here&#039;s how you can do it.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Setup-Exchange-Bidding.png\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Setup-Exchange-Bidding.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/07\/Setup-Exchange-Bidding.png\",\"width\":1280,\"height\":720,\"caption\":\"Setup exchange bidding\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/\",\"name\":\"How to Setup Open Bidding: Getting Started with Google's EBDA\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/how-to-setup-exchange-bidding-getting-started-with-google-ebda\/#primaryimage\"},\"datePublished\":\"2019-07-30T11:26:13+00:00\",\"dateModified\":\"2021-05-18T05:16:26+00:00\",\"description\":\"Exchange bidding (EBDA) is a viable alternative to header bidding but setting it up is a different story with multiple twists. 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