Pretargeting
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To ensure that Google sends you the most appropriate impression calls, you
can pretarget impressions to receive requests for only the impressions
that match your targeting criteria by using one of the following:
Quota management
The quota system manages quota by these four locations (see Trading
Locations under Peering for
details):
- North America (East Coast)
- North America (West Coast)
- Europe
- Asia Pacific
In each trading location you can define multiple bidding endpoints (up to
8), each identified by a URL (for example,
http://us-east.my_bidder.com:1234/google_rtb) to which Authorized
Buyers sends bid requests. Each bidding endpoint has its own callout limit (in
callouts per second)—you can configure the endpoints and their limits by
contacting your technical account manager or through the Buyer
API.
The quota system guarantees that an endpoint does not get more callouts than
its callout limit. If in a trading location where there are less pretargeted
impressions than the total endpoint capacity, the quota system balances the
callouts among the endpoints. The quota system also implements error
throttling—if an endpoint has high callout error rate, the system
lightens its load by enforcing a stricter callout limit than the configured
one. If there is spare capacity in other endpoints in the same trading
location, error throttling will cause the callouts to shift to them; otherwise
the excess pretargeted impressions will be dropped.
Because quota management comes after pretargeting, it does not affect the
total number of pretargeted impressions in a trading location. It can only
shift callouts among endpoints in the same trading location, or drop excess
pretargeted impressions if the callout capacity is exhausted.
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Last updated 2025-08-18 UTC.
[null,null,["Last updated 2025-08-18 UTC."],[[["\u003cp\u003ePretargeting allows you to receive impression requests that align with your specific targeting criteria, which can be set using either the Authorized Buyers UI or the Real-time Bidding API.\u003c/p\u003e\n"],["\u003cp\u003eThe quota system manages callouts across four trading locations: North America (East Coast), North America (West Coast), Europe, and Asia Pacific.\u003c/p\u003e\n"],["\u003cp\u003eEach trading location can have up to eight bidding endpoints, each with its own callout limit, and these limits can be configured via your technical account manager or the Buyer API.\u003c/p\u003e\n"],["\u003cp\u003eThe quota system ensures endpoints do not exceed their callout limits and balances callouts among endpoints within a location, and will shift traffic to other endpoints or drop requests if callouts are over capacity or an endpoint has high error rates.\u003c/p\u003e\n"],["\u003cp\u003eQuota management occurs after pretargeting, meaning it only affects the distribution of callouts among endpoints within the same trading location and does not reduce the total number of pretargeted impressions.\u003c/p\u003e\n"]]],[],null,["# Pretargeting\n\nTo ensure that Google sends you the most appropriate impression calls, you\ncan *pretarget* impressions to receive requests for only the impressions\nthat match your targeting criteria by using one of the following:\n\n- [Authorized Buyers UI](//support.google.com/authorizedbuyers/answer/6048315)\n- [Real-time Bidding API](/authorized-buyers/apis/guides/rtb-api/pretargeting-overview)\n\nQuota management\n----------------\n\nThe quota system manages quota by these four locations (see **Trading\nLocations** under [Peering](/authorized-buyers/rtb/peer-guide#bidder-locations) for\ndetails):\n\n- North America (East Coast)\n- North America (West Coast)\n- Europe\n- Asia Pacific\n\nIn each trading location you can define multiple bidding endpoints (up to\n**8** ), each identified by a URL (for example,\n`http://us-east.my_bidder.com:1234/google_rtb`) to which Authorized\nBuyers sends bid requests. Each bidding endpoint has its own callout limit (in\ncallouts per second)---you can configure the endpoints and their limits by\ncontacting your technical account manager or through the [Buyer\nAPI](/authorized-buyers/apis/reference/rest/v2beta1/accounts.clients/update).\n\nThe quota system guarantees that an endpoint does not get more callouts than\nits callout limit. If in a trading location where there are less pretargeted\nimpressions than the total endpoint capacity, the quota system balances the\ncallouts among the endpoints. The quota system also implements error\nthrottling---if an endpoint has high callout error rate, the system\nlightens its load by enforcing a stricter callout limit than the configured\none. If there is spare capacity in other endpoints in the same trading\nlocation, error throttling will cause the callouts to shift to them; otherwise\nthe excess pretargeted impressions will be dropped.\n\nBecause quota management comes after pretargeting, it does not affect the\ntotal number of pretargeted impressions in a trading location. It can only\nshift callouts among endpoints in the same trading location, or drop excess\npretargeted impressions if the callout capacity is exhausted."]]
