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How are changes to the RTB protocol communicated?
This site is updated with the changes, and active RTB clients are
notified.
How do I pass extra information that can be used to customize the
rendered ads?
Extra information can included directly in the html snippet returned in a
BidResponse.
How do I specify a list of cookies in pretargeting?
Currently, it is necessary to build a boomerang list and target against
that. In the future, we will support uploading lists of hashed cookies built
through the cookie matching service.
What happens if I don't use macros?
The cookie match parameters will be appended to the end in a
non-guaranteed order, as per usual.
What happens if I use just one macro, that is notGOOGLE_ALL_PARAMS?
Only that macro will be expanded. The other parameters will be left
off.
What happens if I use multiple macros, includingGOOGLE_ALL_PARAMS?
All macros will be expanded, includingGOOGLE_ALL_PARAMS,
for example, some parameters will be repeated.
If I want to use macros but notGOOGLE_ALL_PARAMS, which
should I use for standard cookie matching?
GOOGLE_GID,GOOGLE_CVER,GOOGLE_ERROR(or the PAIR variants).
If I want to use macros but notGOOGLE_ALL_PARAMS, which
should I use for push cookie matching?
GOOGLE_GID,GOOGLE_CVER,GOOGLE_PUSH,GOOGLE_ERROR(or the PAIR
variants).
How should scheduled downtime of a bidding server be handled?
If your downtime will last only a few hours, no action is needed.
Our dynamic throttling system will automatically stop sending your bidder
callouts as soon as you stop responding. If the downtime is longer than a
short period, speak to your account manager to discuss other options.
How do I control the rate at which requests are sent to my bidder?
Maximum query rate quotas are statically configured by Google and
enforced by dropping requests when there are too many. To change the
configuration, you should contact your account manager. You can also
control traffic by adjusting your targeting conditions or pausing ad groups.
You can also use theBuyer APIto adjust your quota programmatically.
How can I monitor the error and timeout rate observed by Google?
Currently it is only possible to infer this indirectly by the fact that
high error rates will cause traffic to be throttled back. We will expose this
information more directly in the future.
Why do some of my bid requests not include IP addresses?
This happens because:
The publisher has chosen to disallow the sending of IP addresses.
The impression is on a mobile device that is not connected to WiFi.
How should I interpret the IP addresses inBidRequest.ip?
All IP addresses are truncated to protect our users. However, these
truncated IP addresses can still offer information such as general
geographic region and ISP.
IPv4 addresses are truncated to 3 byte strings, which represent
the first three octets of an IP address, so that172.16.254.1becomes{0xAC, 0x10, 0xFE}.
IPv6 addresses are truncated to 6 byte strings. Buyers will get the first
6 bytes of IPv6 addresses. The address2001:db8:f:1234::1is
shortened to2001:db8:f::/48and represented as{0x20,
0x01, 0x0d, 0xb8, 0x00, 0x0f}.
How can I determine the IP addresses from which I will receive bid
requests so I can whitelist those addresses?
You should not configure your firewall based on the IP addresses from
which you will receive bid requests because these addresses might change at
any time without warning.
Is there any way to get a confirmation and additional information when I
lose a bid?
No, you can currently only get direct confirmation for winning auctions
using, for example, theWINNING_PRICEmacro.
Does the cookie matching service support HTTPS?
Yes. If you use the Match Tag URL with the HTTPS protocol when placing it
on an HTTPS page. This will redirect to your server URL with the protocol set
to HTTPS. Therefore you should only place the tag on HTTPS pages if your
server is also able to support HTTPS.
Can you load balance over multiple machines?
We require that you provide a single URL and implement any load balancing
for requests to that URL yourself. More variants of this will be provided in
the future.
If our pretargeting ad group runs out of budget will our bidder stop
receiving bid requests?
Yes. Budget for the pretargeting configuration is still managed in the
old Authorized Buyers UI and enforced normally. Be sure the budget is higher
than your average daily goal to avoid issues.
What is the delay before a change to a pretargeting ad group or campaign
in the UI takes effect?
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-09-04 UTC."],[[["\u003cp\u003eThe Real-time Bidding (RTB) protocol updates are communicated through site updates and notifications to active RTB clients.\u003c/p\u003e\n"],["\u003cp\u003eBidders can customize ads by including extra information directly within the HTML snippet of their BidResponse.\u003c/p\u003e\n"],["\u003cp\u003eCookie matching currently relies on boomerang lists for pretargeting, with future support planned for hashed cookie lists uploaded through a dedicated service.\u003c/p\u003e\n"],["\u003cp\u003eBid requests may not contain IP addresses if disallowed by the publisher or if the impression originates from a mobile device not using WiFi.\u003c/p\u003e\n"],["\u003cp\u003eWhile Google dynamically manages bidder traffic and quotas, adjustments can be requested via account managers, targeting modifications, ad group pausing, or programmatically through the Buyer API.\u003c/p\u003e\n"]]],[],null,["How are changes to the RTB protocol communicated?\n: This site is updated with the changes, and active RTB clients are\n notified.\n\nHow do I pass extra information that can be used to customize the\nrendered ads?\n: Extra information can included directly in the html snippet returned in a\n BidResponse.\n\nHow do I specify a list of cookies in pretargeting?\n: Currently, it is necessary to build a boomerang list and target against\n that. In the future, we will support uploading lists of hashed cookies built\n through the cookie matching service.\n\nWhat happens if I don't use macros?\n: The cookie match parameters will be appended to the end in a\n non-guaranteed order, as per usual.\n\nWhat happens if I use just one macro, that is not\n`GOOGLE_ALL_PARAMS`?\n: Only that macro will be expanded. The other parameters will be left\n off.\n\nWhat happens if I use multiple macros, including\n`GOOGLE_ALL_PARAMS`?\n: All macros will be expanded, including `GOOGLE_ALL_PARAMS`,\n for example, some parameters will be repeated.\n\nIf I want to use macros but not `GOOGLE_ALL_PARAMS`, which\nshould I use for standard cookie matching?\n: `GOOGLE_GID`, `GOOGLE_CVER`,\n `GOOGLE_ERROR` (or the PAIR variants).\n\nIf I want to use macros but not `GOOGLE_ALL_PARAMS`, which\nshould I use for push cookie matching?\n: `GOOGLE_GID`, `GOOGLE_CVER`,\n `GOOGLE_PUSH`, `GOOGLE_ERROR` (or the PAIR\n variants).\n\nHow should scheduled downtime of a bidding server be handled?\n: If your downtime will last only a few hours, no action is needed.\n Our dynamic throttling system will automatically stop sending your bidder\n callouts as soon as you stop responding. If the downtime is longer than a\n short period, speak to your account manager to discuss other options.\n\nHow do I control the rate at which requests are sent to my bidder?\n: Maximum query rate quotas are statically configured by Google and\n enforced by dropping requests when there are too many. To change the\n configuration, you should contact your account manager. You can also\n control traffic by adjusting your targeting conditions or pausing ad groups.\n You can also use the [Buyer API](/authorized-buyers/apis)\n to adjust your quota programmatically.\n\nHow can I monitor the error and timeout rate observed by Google?\n: Currently it is only possible to infer this indirectly by the fact that\n high error rates will cause traffic to be throttled back. We will expose this\n information more directly in the future.\n\nWhy do some of my bid requests not include IP addresses?\n: This happens because:\n\n - The publisher has chosen to disallow the sending of IP addresses.\n - The impression is on a mobile device that is not connected to WiFi.\n\nHow should I interpret the IP addresses in\n`BidRequest.ip`?\n\n: All IP addresses are truncated to protect our users. However, these truncated IP addresses can still offer information such as general geographic region and ISP. IPv4 addresses are truncated to 3 byte strings, which represent\n the first three octets of an IP address, so that `172.16.254.1`\n becomes `{0xAC, 0x10, 0xFE}`.\n\n IPv6 addresses are truncated to 6 byte strings. Buyers will get the first\n 6 bytes of IPv6 addresses. The address `2001:db8:f:1234::1` is\n shortened to `2001:db8:f::/48` and represented as `{0x20,\n 0x01, 0x0d, 0xb8, 0x00, 0x0f}`.\n\nHow can I determine the IP addresses from which I will receive bid\nrequests so I can whitelist those addresses?\n: You should not configure your firewall based on the IP addresses from\n which you will receive bid requests because these addresses might change at\n any time without warning.\n\nIs there any way to get a confirmation and additional information when I\nlose a bid?\n: No, you can currently only get direct confirmation for winning auctions\n using, for example, the `WINNING_PRICE` macro.\n\nDoes the cookie matching service support HTTPS?\n: Yes. If you use the Match Tag URL with the HTTPS protocol when placing it\n on an HTTPS page. This will redirect to your server URL with the protocol set\n to HTTPS. Therefore you should only place the tag on HTTPS pages if your\n server is also able to support HTTPS.\n\nCan you load balance over multiple machines?\n: We require that you provide a single URL and implement any load balancing\n for requests to that URL yourself. More variants of this will be provided in\n the future.\n\nIf our pretargeting ad group runs out of budget will our bidder stop\nreceiving bid requests?\n: Yes. Budget for the pretargeting configuration is still managed in the\n old Authorized Buyers UI and enforced normally. Be sure the budget is higher\n than your average daily goal to avoid issues.\n\nWhat is the delay before a change to a pretargeting ad group or campaign\nin the UI takes effect?\n: Usually less than 15 minutes."]]
