SSPs participating in Open Bidding bring demand from multiple DSPs to Google Ad Manager inventory. Open Bidding partners are provided tools to minimize and measure discrepancies from Google Display & Video 360 transactions on Open Bidding inventory.
Integrate with demand discrepancy resolution (beta)
Demand Discrepancy Resolution aims to ensure that the number of impressions for which an Open Bidding exchange is billed aligns with the number of impressions that are paid for by Display & Video 360.
By accurately identifying Display & Video 360 impressions that were served by Open Bidding, Google can then adjust for ad spam and billable event discrepancies to make sure you are not billed for impressions for which you are not paid.
To onboard with demand discrepancy resolution, you will need to:
- Propagate google_query_id in bid requests
- Propagate third_party_buyer_token in bid responses
- Pass Display & Video 360 creative code unmodified (or as is) directly in the bid response
More information on demand discrepancy resolution beta can be found here. Please reach out to your account manager to enable this functionality.
Reporting
To reconcile impressions from Ad Manager billing with Display & Video 360 payments, separate reports need to be requested from Open Bidding reporting UI and the reports that Display & Video 360 is providing. Comparing these two reports will enable you to properly gauge whether impression discrepancies exist and measure their magnitude. Despite the discrepancy resolution feature enabled, small discrepancies may still exist between these reports.
Reports should be generated 3 days after activity to allow for demand discrepancy resolution and invalid traffic adjustments.
To break down the number of Open Bidding billable impressions attributable to Display & Video 360, Open Bidding partners need to:
- Create a dedicated buyer_reporting_id value for transactions from Display & Video 360, or a set of values that represent individual publishers in transactions from Display & Video 360
- Populate the buyer_reporting_id in bid responses for bids from Display & Video 360
- Generate reports through the Open Bidding UI
Open Bidding reporting
To break down Open Bidding spend from Display & Video 360, follow the instructions below. Note that only billed impressions should be used for this use case.
- Log into the Open Bidding UI
- Navigate to Reporting
- Click Demand dimensions > filter by the Buyer reporting ID dimension.
Click Cost transparency metrics and add:- Billed impressions
- Optional: select any additional cost transparency metric
The discrepancy resolution intends to ensure the alignment between impressions which are billed to Open Bidding exchange partners and impressions payable by Display & Video 360. You can compare the impression counts from Ad Manager and Display & Video 360 through these reports. However, if you would also like to compare revenue numbers, be sure to account for any fee which might be taken by your exchange.
Note: Bidders should not use Ad Manager’s ‘burl’ as the metric for reconciling billable impressions between Ad Manager and Display & Video 360. To access the final billable impression counts, after adjustments for invalid traffic and discrepancies, exchanges should use the Billed impressions metric in the Open Bidding reporting. ‘burl’ is pinged after an impression event is registered, and before these adjustments take place, and therefore may not match with the Billed impressions metric.
Display & Video 360 reporting
Display & Video 360 sends periodic reports to exchanges. If your exchange uses a distinct publisher ID for Open Bidding inventory, these publisher IDs can be used to filter the report for Open Bidding, which can be added together for the total number of Open Bidding impressions bought by Display & Video 360.
This report contains a breakdown of total valid and invalid impressions by publisher ID and a CSV attachment. The total valid impressions should be used to identify how many impressions Display & Video 360 will pay for.
To find the valid impressions per publisher ID, you will need to subtract the Invalid Impressions metric from the Total Impressions (Valid + Invalid) metric as seen below (in the monthly report):
| Column A | Column B | Column A-B | |
| Publisher ID | Total Impressions (Valid + Invalid) | Invalid Impressions | Total Valid Impressions (exchange calculated) |
| Publisher 1234 | 200,000 | 10,000 | 190,000 |
| Publisher 5678 | 150,000 | 20,000 | 130,000 |
| Publisher 4321 | 220,000 | 15,000 | 205,000 |