为确保 Google 需求来源中的有效展示次数一致,必须原封不动地将 google_query_id 从公开出价请求传播到 Google 需求平台。这是解决公开出价差异的前提条件。google_query_id 的当前预期长度约为 64 字节。
在出价响应中传播 third_party_buyer_token
如果 Google 需求平台赢得广告交易平台的内部竞价,则必须将 third_party_buyer_token 字段原封不动地从出价响应中传播回公开出价展示机会。这样,Google 发布商平台就可以确定公开出价合作伙伴的胜出出价是代表 Google 需求来源对同一展示机会进行的出价。此字段的当前最大长度预计为 150 字节。
在出价响应中原样传递 Google 广告素材标记
为确保差异解决方案适用于 Google 需求来源的出价,广告交易平台必须在不使用任何封装容器(脚本代码、iframe 或 VAST 封装容器)的情况下传播 Google 广告素材标记。由于差异已得到解决,Google 可能会让 Google 需求平台未统计到的公开出价展示次数失效,并且不会向您开具账单。Google 会定期检查广告素材标记,以确认包含 third_party_buyer_token 的出价是代表 Google 需求(而非任何其他买方)提交的。
HTML5 广告素材
广告交易平台必须原封不动地提交 Google HTML 标记,并附上通常适用的广告交易平台专用宏展开,以及广告交易平台通常添加的额外跟踪器像素或脚本(可选)。
如果广告交易平台将 Google HTML 广告素材封装到随后加载或呈现 Google HTML 代码的代码(script、iframe 或其他方法)中,Google 将无法应用差异解决方法。
符合技术要求
在此示例中,系统会原样传递出价响应中的 Google (DV360) 广告素材 HTML 代码,并在其前面和后面附加广告交易平台专用 HTML 代码。
在此示例中,出价响应中的 Google (DV360) 广告素材 VAST URI 会原样传递,广告交易平台会添加其特定的 VAST 事件和错误跟踪代码。
<!-- START exchange VAST tag referencing Google creative -->
<?xmlversion="1.0"encoding="UTF-8"?><VASTversion="2.0"><Adid="123456789"><Wrapper>
<!-- Google VAST URI from the bid response is present verbatim -->
<AdSystem>XBid</AdSystem><VASTAdTagURI><![CDATA[https://bid.g.doubleclick.net/dbm/vast?…]]></VASTAdTagURI>
<!-- START Exchange-specific event trackers -->
<Error><![CDATA[https://video.exchange.example.com/vast_error?error=[ERRORCODE]&…]]></Error><Impression><![CDATA[https://video.exchange.example.com/impression?price=%%WINNING_PRICE%%&…]]></Impression><Creatives><Creativeid="1234567890"sequence="1"><Linear><TrackingEvents><Trackingevent="creativeView"><![CDATA[https://video.exchange.example.com/track/view?…]]></Tracking><Trackingevent="start"><![CDATA[https://video.exchange.example.com/track/start?…]]></Tracking><Trackingevent="midpoint"><![CDATA[https://video.exchange.example.com/track/midpoint?…]]></Tracking></TrackingEvents><VideoClicks><ClickTracking><![CDATA[https://video.exchange.example.com/click?…]]></ClickTracking></VideoClicks>
<!-- END Exchange-specific event trackers -->
</Linear></Creative></Creatives></Wrapper></Ad></VAST>
<!-- END exchange VAST tag referencing Google creative -->
<!-- START exchange VAST tag that encodes or loads Google VAST creative subsequently -->
<!-- Google VAST URI or VAST document from the bid response is not present verbatim -->
<?xmlversion="1.0"encoding="UTF-8"?><VASTversion="2.0"><Adid="1234567890"><Wrapper><AdSystemversion="0.1">VideoExchange</AdSystem><VASTAdTagURI><![CDATA[https://video.exchange.example.com/creative?…]]></VASTAdTagURI><Error><![CDATA[https://video.exchange.example.com/error?ec=[ERRORCODE]]]></Error><Impression><![CDATA[https://video.exchange.example.com/imp?…]]></Impression><Creatives><Creative></Creative></Creatives></Wrapper></Ad></VAST>
<!-- END exchange VAST tag that encodes or loads Google VAST creative subsequently -->
特惠
参与公开出价的广告交易平台可以将首选交易 (PD)、私下竞价 (PA) 与公开出价结合使用。必须按如下方式指定交易 ID 和类型:
[null,null,["最后更新时间 (UTC):2025-08-21。"],[[["\u003cp\u003eOpen Bidding allows exchanges and buyers to use Google's real-time bidding infrastructure for Google Ad Manager and AdMob inventory.\u003c/p\u003e\n"],["\u003cp\u003eParticipants must set up a real-time bidding integration and submit bidder endpoints for testing, which is a one-time process, and they can choose to keep their integration in "private mode" initially, working with select publishers.\u003c/p\u003e\n"],["\u003cp\u003eGoogle's OpenRTB implementation is recommended, although it does not support all OpenRTB specification features and includes extensions for Authorized Buyers and Open Bidding.\u003c/p\u003e\n"],["\u003cp\u003eTo ensure valid impression counts, exchanges must propagate the \u003ccode\u003egoogle_query_id\u003c/code\u003e from Open Bidding requests to Google demand platforms and pass the \u003ccode\u003ethird_party_buyer_token\u003c/code\u003e back through the Open Bidding impression in bid responses.\u003c/p\u003e\n"],["\u003cp\u003eExchanges are required to pass Google HTML and VAST creative markup verbatim, or as a url in the case of VAST, in bid responses, along with exchange-specific additions, to be eligible for Google's discrepancy resolution.\u003c/p\u003e\n"]]],["Open Bidding enables real-time bidding on Google Ad Manager/AdMob inventory. Participants configure a bidding integration and send endpoints for testing. Integrations can start in private mode, then scale to all publishers. Google's OpenRTB is recommended. Bids use `BidRequest` and `BidResponse` structures, with specific fields. Exchanges must respond within 300-1000ms and should use `impression_tracking_url`. Exchanges need to pass Google creative markup and propagate `google_query_id` and `third_party_buyer_token`. Cookie matching and APIs are supported.\n"],null,[]]