Tetap teratur dengan koleksi
Simpan dan kategorikan konten berdasarkan preferensi Anda.
Panduan ini memberikan ringkasan konsep bidding real-time (RTB) yang
diperlukan untuk menulis aplikasi bidder yang dapat berpartisipasi dalam Bidding Real-time
Authorised Buyers.
Dasar-dasar
Aplikasi bidder dapat berkomunikasi dengan Google menggunakan salah satu
protokol RTB yang didukung. Permintaan bid yang dikirim ke
aplikasi memberikan konteks tentang minimal satu peluang iklan sehingga
bidder dapat menentukan materi iklan dan jumlah bid yang optimal (jika ada) untuk setiap
tayangan iklan. Bidder dapat merespons dengan respons bid untuk menempatkan setidaknya satu bid
dan menentukan materi iklan yang akan ditempatkan untuk peluang iklan yang dikirim dalam permintaan.
Skenario berikut adalah salah satu kemungkinan interaksi antara aplikasi
bidder dan Authorized Buyers:
Google mengirimkan permintaan bid yang menjelaskan tayangan yang dilelang ke aplikasi bidder. Akun bidder dikonfigurasi untuk menggunakan
OpenRTB dalam format Protobuf, sehingga permintaan akan diterima sebagai
BidRequest serial seperti yang terlihat di
openrtb.proto.
Untuk mempelajari cara aplikasi Anda menafsirkan permintaan bid, lihat
Memproses Permintaan.
Aplikasi bidder mengurai permintaan dan menerapkan logika biddingnya untuk
membuat BidResponse yang menyertakan bid dan materi iklan untuk
peluang iklan. Kemudian, aplikasi akan melakukan serialisasi respons bid dan mengirimnya
ke Google. Untuk mempelajari cara aplikasi Anda membuat dan menampilkan respons
bid, lihat
Mem-build Respons.
Respons bid diterima dan bid-nya masuk ke lelang terbuka, tempat
bid tersebut memenangkan tayangan karena merupakan bid tertinggi. Akibatnya, materi iklan
yang ditentukan dalam respons akan ditempatkan.
Pilih protokol
Protokol bidding real-time menentukan sinyal yang dapat
digunakan aplikasi Anda untuk mengevaluasi dan mengajukan bid pada setiap tayangan yang dikirim dalam permintaan, serta cara
membuat respons. Ada dua cara untuk mengubah protokol yang terkait dengan
aplikasi bidder Anda:
Hubungi Account Manager Teknis Anda untuk mengubahnya secara manual.
Implementasi spesifikasi OpenRTB menggunakan JSON.
Tentang Buffering Protokol
Protobuf adalah format
open source
untuk merepresentasikan dan melakukan serialisasi informasi terstruktur.
Jika ingin menggunakan OpenRTB Protobuf, Anda harus menginstal compiler protokol
dan runtime Protobuf untuk bahasa yang Anda pilih. Kemudian, Anda dapat
mendownload file proto yang
ingin digunakan dan menjalankan compiler untuk membuat library yang dapat melakukan serialisasi atau
deserialisasi pesan yang ditentukan dalam proto, seperti BidRequest atau
BidResponse. Referensi Protobuf ini menunjukkan cara melakukannya untuk beberapa bahasa.
Pembaruan protokol
Protokol RTB akan diubah saat Google menambahkan fitur baru dan
menghentikan fitur lainnya. Perubahan akan diumumkan jauh sebelum berlaku,
yang akan memberi Anda waktu yang cukup untuk menghapus dependensi apa pun yang mungkin dimiliki aplikasi Anda pada kolom yang dijadwalkan untuk dihentikan. Untuk informasi
selengkapnya tentang cara menangani kolom yang tidak digunakan lagi, lihat
Beradaptasi saat Kolom BidRequest Tidak Digunakan Lagi.
Langkah berikutnya
Konten berikut memberikan informasi lebih spesifik tentang konsep bidding real-time:
Memproses Permintaan:
Cara mengurai dan menafsirkan sinyal yang ditemukan di sebagian besar permintaan bid.
Membuat Respons:
Cara membuat respons bid, dan kolom yang biasanya ditentukan dalam respons.
Panduan OpenRTB: Referensi
untuk penerapan spesifikasi OpenRTB Authorized Buyers, selain
ekstensi khusus Authorized Buyers. Menjelaskan kasus ekstrem
dan batasan khusus untuk penerapan ini, serta mengidentifikasi kolom
yang setara dalam protokol Google.
[null,null,["Terakhir diperbarui pada 2025-08-21 UTC."],[[["\u003cp\u003eThis guide outlines the fundamental concepts of real-time bidding (RTB) for building bidder applications that integrate with Authorized Buyers.\u003c/p\u003e\n"],["\u003cp\u003eBidder applications communicate with Authorized Buyers using supported RTB protocols, receiving bid requests containing ad opportunity details and responding with bids and creative selections.\u003c/p\u003e\n"],["\u003cp\u003eThe interaction involves Google sending a bid request, the bidder processing it and sending a bid response, and, if successful, the winning creative being placed.\u003c/p\u003e\n"],["\u003cp\u003eAuthorized Buyers supports the OpenRTB (Protobuf and JSON) protocols, while the older Google protocol is now deprecated and should not be used.\u003c/p\u003e\n"],["\u003cp\u003eThere are several resources provided for understanding request processing, response building, OpenRTB guidelines, testing, pretargeting, and more to complete bidder development.\u003c/p\u003e\n"]]],[],null,["# Real-time Bidding\n\nThis guide provides an overview of real-time bidding (RTB) concepts that are\nneeded to write bidder applications that can participate in Authorized Buyers\nReal-time Bidding.\n\nBasics\n------\n\nA bidder application can communicate with Google using one of the\n[supported RTB protocols](#select-a-protocol). A bid request sent to\nan application provides context about at least one ad opportunity so that the\nbidder can determine the optimal creative and bid amount (if any) for each\nimpression. A bidder can respond with a bid response to place at least one bid\nand specify the creative to be placed for ad opportunities sent in the request.\n\nThe following scenario is one possible interaction between a bidder\napplication and Authorized Buyers:\n\n1. Google sends the bidder application a bid request that describes an impression being auctioned. The bidder's account is configured to use OpenRTB in the Protobuf format, so the request arrives as a serialized `BidRequest` as seen in [openrtb.proto](/authorized-buyers/rtb/downloads/openrtb-proto). To learn how your application should interpret the bid request, see [Processing the Request](/authorized-buyers/rtb/request-guide).\n2. The bidder application parses the request and applies its bidding logic to\n construct a `BidResponse` that includes a bid and creative for the\n ad opportunity. The application then serializes the bid response and sends it\n to Google. To learn how your application should create and return a bid\n response, see\n [Building the Response](/authorized-buyers/rtb/response-guide).\n\n3. The bid response is received and its bid enters the open auction, where it\n wins the impression because it is the highest bid. As a result, the creative\n specified in the response is placed.\n\n | **Note:** Google waits 80 to 1000 ms for the bidder application to respond, depending on the format and auction type. To determine the exact value, see the `BidRequest.tmax` field. All responses received after the deadline will be excluded from the auction.\n\nSelect a protocol\n-----------------\n\nThe real-time bidding protocol specifies the signals your application can\nuse to evaluate and bid on each impression sent in a request, as well as how to\nconstruct a response. There are two ways to modify the protocol associated with\nyour bidder application:\n\n- Contact your Technical Account Manager to manually change it.\n- Use the [Authorized Buyers REST API](/authorized-buyers/apis/v1.4/accounts#bidderLocation.bidProtocol) to programmatically change it..\n\n### Supported protocols\n\nAuthorized Buyers supports two RTB protocols:\n\n[OpenRTB](/authorized-buyers/rtb/openrtb-guide) (Protobuf)\n\n: An implementation of the OpenRTB specification using Protobuf.\n\n[OpenRTB](/authorized-buyers/rtb/openrtb-guide) (JSON)\n\n: An implementation of the OpenRTB specification using JSON.\n\n### About Protocol Buffers\n\nProtobuf is an\n[open-source](//github.com/protocolbuffers/protobuf?tab=readme-ov-file#overview)\nformat for representing and serializing structured information.\n\nIf you want to use OpenRTB Protobuf, you must install the protocol compiler\nand Protobuf runtime for your chosen language. You can then\n[download](/authorized-buyers/rtb/data#protos) the proto files you\nintend to use and run the compiler to generate a library that can serialize or\ndeserialize messages defined in the proto, such as `BidRequest` or\n`BidResponse`. This\n[Protobuf reference](/protocol-buffers/docs/reference/overview)\ndemonstrates how to do this for several languages.\n\n### Protocol updates\n\nThe RTB protocols will be modified as Google adds new features and\ndeprecates others. Changes will be announced well before they take effect,\nwhich should give you sufficient time to remove any dependencies your\napplication may have on fields that are scheduled for deprecation. For more\ninformation on handling deprecated fields, see\n[Adapting as BidRequest Fields are Deprecated](/authorized-buyers/rtb/request-guide#adapt).\n\nNext steps\n----------\n\nThe following content provides more specifics about real-time bidding\nconcepts:\n\n- [Process the Request](/authorized-buyers/rtb/request-guide): How to parse and interpret signals found in most bid requests.\n- [Build the Response](/authorized-buyers/rtb/response-guide): How to build a bid response, and fields commonly specified in the response.\n- [OpenRTB Guide](/authorized-buyers/rtb/openrtb-guide): Reference for the Authorized Buyers implementation of the OpenRTB specification, in addition to Authorized Buyers-specific extensions. Details edge-cases and limitations specific to this implementation, and identifies equivalent fields in the Google protocol.\n- [Requirements for Third-party Ad Serving](//support.google.com/adspolicy/answer/94230): Defines policies bidders must comply with to use various ad formats, as well as technical specifications of those formats.\n- [Pretargeting](/authorized-buyers/rtb/target-guide): How to configure your bidder application to receive only impressions matching your targeting criteria.\n- [Cookie Matching](/authorized-buyers/rtb/cookie-guide): Reference for the Cookie Matching Service, and other related services, used for remarketing.\n- [Latency Restrictions and Peering](/authorized-buyers/rtb/peer-guide): Details on trading locations and how to lower latency, such as by peering.\n- [Testing and Releasing Your Application](/authorized-buyers/rtb/test-guide): Details on how to start testing your bidder application with traffic sent by Google at scale."]]
