Google Ad Manager

List of Bidding Types in Ad Exchange

March 22, 2023 || By Editorial Staff

The ad exchange is a virtual marketplace for publishers and advertisers that helps transact and trade digital space without the involvement of third-party intermediaries. 

List of Bidding Types in Ad Exchange

There are various kinds of transactions available in Ad Exchange. In this article, we will discuss all of those in length.

Open Bidding- was earlier known as Exchange bidding and helps the Company enable certain advertising exchanges and SSPs with which the Company has a direct contractual relationship to compete with Ad exchange and Ad Manager for Company’s inventory in a real-time and unified Auction.

First Look- such transactions are based on auction transactions for particular inventory with particular buyers/ buyers who bid along your designated floor price, which using rules, was configured. They are considered Open Auction transactions for certain purposes like billing/ revenue share calculation.

Open Auction- are also Auction based on transactions for inventory that is available to all buyers.

The following three are managed via the Deals interface, and a Deal ID holds an association with these kinds of transactions-

Preferred Deals- are transactions that are negotiated between specific buyers/buyers and the publishers and have a fixed price, and are pre-auction.

Private Auction- are transactions that are based on Auction and have a very detailed list of buyers/buyers that are allowed to be listed by the Company.

Programmatic Guaranteed- are fixed price transactions that have a pre-committed set of inventory and are negotiated with one buyer only.

Ad exchanges help publishers sell their inventory to an extensive pool of buyers, and advertisers get access to a large pool of inventories. 


Editorial Staff at Publisher Growth is a team of blogging and AdTech experts adept at creating how-to, tutorials, listings, and reviews that can publishers run their online businesses in a better way.

Frequently Asked Questions

Open bidding is most easy to implement than header bidding. You can implement open bidding using your existing tagging on the website or opt for SDK implementation. For header bidding, you will need a complex custom code to facilitate communication with third-party demand partners in a server-to-server connection.

There are several bid strategies available. Depending on which networks your campaign is targeting and whether you want to focus on getting clicks, impressions, conversions, or views, you can determine which strategy is best for you.