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Um proponente pode comprar inventário para vários compradores em uma única resposta de lance. Por exemplo, uma plataforma de demanda (DSP) pode usar o aplicativo de lances
para comprar inventário para vários profissionais de marketing ou agências que são
compradores. Este guia explica como programar seu bidder para processar uma única solicitação
enviada em nome de vários compradores.
Contexto
Em alguns casos, uma rede de publicidade ou uma agência de trading desk pode optar por trabalhar
com uma ou mais DSPs. Há duas opções disponíveis para compradores que trabalham
com um DSP:
A DSP compra inventário para profissionais de marketing ou agências que
não são compradores. Nesse caso, a DSP recebe uma solicitação de lance
e responde com um lance. O Google fatura o DSP diretamente.
A DSP compra inventário para profissionais de marketing ou agências que são
compradores. A DSP recebe uma solicitação de lance que inclui vários IDs de faturamento associados a compradores qualificados e pode fazer lances distintos para cada comprador em nome de quem eles querem dar lances. Nesse modelo, o Google fatura o comprador, não a DSP. O restante deste guia se concentra nesse cenário.
Configuração e pré-segmentação
O Google vai enviar uma solicitação de lance com um ou mais IDs de faturamento associados
a compradores e configurações de segmentação antecipada que segmentaram a impressão.
Eles podem ser encontrados no campo
BidRequest.imp.ext.billing_id.
Ao responder a uma BidRequest que contém IDs de faturamento de
vários compradores, o BidResponse.seatbid.bid.ext.billing_id é
necessário para que o Google saiba qual conta associar ao lance. Qualquer
resposta que não defina o campo é filtrada. O campo continua sendo opcional
para qualquer BidRequest que inclua apenas um ID de faturamento.
Exemplo de pré-segmentação
Um proponente dá lances em nome de dois compradores, um com o ID de faturamento 123 e o outro com o ID de faturamento 124. O bidder configura uma configuração de segmentação
com o ID de faturamento 213 para segmentar o idioma inglês e outra
com o ID de faturamento 231 para segmentar computadores pessoais. A seguir, descrevemos os
IDs de faturamento que aparecem em solicitações de lance para diferentes tipos de impressões.
Descrição da impressão
IDs de faturamento na solicitação de lance
Conteúdo em japonês em um computador pessoal.
123, 124, 231
Conteúdo em inglês em um smartphone.
123, 124, 213
Conteúdo em inglês em um computador pessoal.
123, 124, 213, 231
Exemplos de BidRequests
Confira abaixo exemplos de BidRequest. Há vários IDs de faturamento
nessas solicitações porque elas são aplicáveis a várias contas.
id:"n9YFp0D9qE02Q5A49bo68a"imp{id:"1"banner{w:320h:50pos:ABOVE_THE_FOLDapi:MRAID_1api:MRAID_2format{w:320h:50}}displaymanager:"GoogleMobileAds-iOS"displaymanagerver:"11.2.0"tagid:"2913643481"bidfloor:0.04bidfloorcur:"USD"secure:trueexp:3600clickbrowser:truemetric{type:"click_through_rate"value:0.0003642654628492892vendor:"EXCHANGE"}metric{type:"viewability"value:0.98vendor:"EXCHANGE"}[com.google.doubleclick.imp]{billing_id:41048190734billing_id:87998475627publisher_settings_list_id:5889715199959683550publisher_settings_list_id:3379823455061055318allowed_vendor_type:566allowed_vendor_type:113ampad:AMP_AD_NOT_ALLOWEDskadn{sourceapp:"com.google.testapp"skadnetids:"6ZVs3vs4"versions:"2.0"versions:"2.1"fidelities:VIEW_THROUGH_ADSfidelities:STOREKIT_RENDERED_ADS}creative_enforcement_settings{policy_enforcement:POLICY_ENFORCEMENT_NETWORK_AND_PLATFORM_POLICYpublisher_blocks_enforcement:PUBLISHER_BLOCKS_ENFORCEMENT_APPLIES}auction_environment:SERVER_SIDE_AUCTIONae:SERVER_SIDE_AUCTION}}app{name:"Test App"bundle:"com.google.testapp"publisher{id:"pub-6227762759521589"[com.google.doubleclick.publisher]{country:"US"}}content{url:"https://www.google.com"livestream:falselanguage:"en"}storeurl:"https://www.google.com"[com.google.doubleclick.app]{inventorypartnerdomain:"OMITTED"}}device{ua:"Mozilla/5.0 (iPhone; CPU iPhone OS 17_4_1 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Mobile/15E148"ip:"192.168.1.0"geo{lat:0.0lon:0.0country:"USA"region:"TX"metro:"623"city:"Lewisville"type:IPutcoffset:-300accuracy:6225}make:"Apple"model:"iPhone13,2"os:"iOS"osv:"17.4.1"connectiontype:WIFIdevicetype:HIGHEND_PHONElmt:truehwv:"iPhone13,2"w:390h:844pxratio:3.0sua{browsers{brand:"Mozilla"version:"5"version:"0"}browsers{brand:"AppleWebKit"version:"605"version:"1"}platform{brand:"iPhone"version:"17"version:"4"}mobile:truebitness:"64"model:"iPhone"source:USER_AGENT_STRING}[com.google.doubleclick.device]{atts:2}}at:FIRST_PRICEtmax:1000cur:"USD"bcat:"IAB18-5"bcat:"IAB23-4"bapp:"359917414"bapp:"1446254576"source{schain{complete:truenodes{asi:"testssp.com"sid:"pub-1111111111111111"hp:true}ver:"1.0"}[com.google.doubleclick.source]{omidpn:"Google"omidpv:"afma-sdk-i-v11.2.0"schain{complete:1nodes{asi:"testssp.com"sid:"pub-1111111111111111"hp:1}ver:"1.0"}}}[com.google.doubleclick.bid_request]{google_query_id:"ANy-z17251-40u3eXfXPL5j3MDPa7n6Ree92uf7354o71FP67Rk5i3G30Ez7p39Ze1722D8H"fcap_scope:FREQUENCY_CAPPING_SCOPE_APPprivacy_treatments{allow_user_data_collection:true}}
[null,null,["Última atualização 2025-08-16 UTC."],[[["\u003cp\u003eBidders can purchase ad inventory for multiple buyers using a single bid response, streamlining the buying process for demand-side platforms (DSPs).\u003c/p\u003e\n"],["\u003cp\u003eWhen bidding for multiple buyers, the bid response must specify the billing ID (\u003ccode\u003eBidResponse.seatbid.bid.ext.billing_id\u003c/code\u003e) to ensure proper billing allocation.\u003c/p\u003e\n"],["\u003cp\u003eBid requests will include billing IDs for all eligible buyers and any applicable pretargeting configurations, allowing bidders to tailor their bids accordingly.\u003c/p\u003e\n"],["\u003cp\u003eGoogle provides detailed examples of bid requests in OpenRTB Protobuf, OpenRTB JSON, and Google's own format, demonstrating how multiple billing IDs are incorporated.\u003c/p\u003e\n"]]],["A demand-side platform (DSP) can bid on behalf of multiple buyers in a single bid request. These requests include multiple billing IDs, and pretargeting configurations. When responding, the `BidResponse` must specify the `billing_id` to indicate which buyer the bid is for, or it will be filtered. Pretargeting determines which bid requests a bidder receives. Bid requests contain multiple billing IDs, allowing the bidder to bid for various accounts.\n"],null,["# Bid on Behalf of Multiple Accounts\n\nA bidder can purchase inventory for multiple buyers in a single bid\nresponse. For example, a demand-side platform (DSP) might use its bidding\napplication to purchase inventory for several marketers or agencies who are\nbuyers. This guide explains how to code your bidder to process a single request\nsent on behalf of multiple buyers.\n\nBackground\n----------\n\nIn some scenarios, an ad network or agency trading desk may choose to work\nwith one or more DSPs. There are two options available for buyers who work\nthrough a DSP:\n\n- **The DSP purchases inventory for marketers or agencies that are\n *not* buyers**. In this case, the DSP receives one bid request and responds with one bid. Google bills the DSP directly.\n- **The DSP purchases inventory for marketers or agencies that are\n buyers**. The DSP receives one bid request including multiple billing IDs associated with eligible buyers, and can place distinct bids for each buyer they intend to bid on behalf of. In this model, Google bills the buyer, not the DSP. The rest of this guide focuses on this scenario.\n\nSetup and pretargeting\n----------------------\n\nGoogle will send a bid request containing one or more billing IDs associated\nwith buyers and pretargeting configurations that targeted the impression.\nThese can be found with the `BidRequest.imp.ext.billing_id`\nfield.\n\nWhen responding to a `BidRequest` that contains billing IDs from\nmultiple buyers, `BidResponse.seatbid.bid.ext.billing_id` is\nrequired so that Google knows which account to associate with the bid. Any\nresponse that does not set the field is filtered. The field remains optional\nfor any `BidRequest` that only includes a single billing ID.\n\n### Pretargeting example\n\nA bidder bids on behalf of two buyers, one having a billing ID of 123, and\nthe other with billing ID 124. The bidder configures one pretargeting\nconfiguration with billing ID 213 to target the English language, and another\nwith billing ID 231 to target personal computers. The following describes the\nbilling IDs that appear in bid requests for different kinds of impressions.\n\n| Impression description | Billing IDs in bid request |\n|---------------------------------------------------|----------------------------|\n| Japanese language content on a personal computer. | 123, 124, 231 |\n| English language content on a mobile phone. | 123, 124, 213 |\n| English language content on a personal computer. | 123, 124, 213, 231 |\n\n| **Important:** If these were your only active pretargeting configurations, you wouldn't receive bid requests for impressions that didn't originate from a personal computer and include non-English content.\n\nExample BidRequests\n-------------------\n\nBelow are examples of a `BidRequest`. You'll note that there are multiple billing IDs\nin these requests because the requests are applicable to multiple accounts. \n\n### OpenRTB Protobuf\n\n[sample]() \n\n```carbon\nid: \"n9YFp0D9qE02Q5A49bo68a\"\nimp {\n id: \"1\"\n banner {\n w: 320\n h: 50\n pos: ABOVE_THE_FOLD\n api: MRAID_1\n api: MRAID_2\n format {\n w: 320\n h: 50\n }\n }\n displaymanager: \"GoogleMobileAds-iOS\"\n displaymanagerver: \"11.2.0\"\n tagid: \"2913643481\"\n bidfloor: 0.04\n bidfloorcur: \"USD\"\n secure: true\n exp: 3600\n clickbrowser: true\n metric {\n type: \"click_through_rate\"\n value: 0.0003642654628492892\n vendor: \"EXCHANGE\"\n }\n metric {\n type: \"viewability\"\n value: 0.98\n vendor: \"EXCHANGE\"\n }\n [com.google.doubleclick.imp] {\n billing_id: 41048190734\n billing_id: 87998475627\n publisher_settings_list_id: 5889715199959683550\n publisher_settings_list_id: 3379823455061055318\n allowed_vendor_type: 566\n allowed_vendor_type: 113\n ampad: AMP_AD_NOT_ALLOWED\n skadn {\n sourceapp: \"com.google.testapp\"\n skadnetids: \"6ZVs3vs4\"\n versions: \"2.0\"\n versions: \"2.1\"\n fidelities: VIEW_THROUGH_ADS\n fidelities: STOREKIT_RENDERED_ADS\n }\n creative_enforcement_settings {\n policy_enforcement: POLICY_ENFORCEMENT_NETWORK_AND_PLATFORM_POLICY\n publisher_blocks_enforcement: PUBLISHER_BLOCKS_ENFORCEMENT_APPLIES\n }\n auction_environment: SERVER_SIDE_AUCTION\n ae: SERVER_SIDE_AUCTION\n }\n}\napp {\n name: \"Test App\"\n bundle: \"com.google.testapp\"\n publisher {\n id: \"pub-6227762759521589\"\n [com.google.doubleclick.publisher] {\n country: \"US\"\n }\n }\n content {\n url: \"https://www.google.com\"\n livestream: false\n language: \"en\"\n }\n storeurl: \"https://www.google.com\"\n [com.google.doubleclick.app] {\n inventorypartnerdomain: \"OMITTED\"\n }\n}\ndevice {\n ua: \"Mozilla/5.0 (iPhone; CPU iPhone OS 17_4_1 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Mobile/15E148\"\n ip: \"192.168.1.0\"\n geo {\n lat: 0.0\n lon: 0.0\n country: \"USA\"\n region: \"TX\"\n metro: \"623\"\n city: \"Lewisville\"\n type: IP\n utcoffset: -300\n accuracy: 6225\n }\n make: \"Apple\"\n model: \"iPhone13,2\"\n os: \"iOS\"\n osv: \"17.4.1\"\n connectiontype: WIFI\n devicetype: HIGHEND_PHONE\n lmt: true\n hwv: \"iPhone13,2\"\n w: 390\n h: 844\n pxratio: 3.0\n sua {\n browsers {\n brand: \"Mozilla\"\n version: \"5\"\n version: \"0\"\n }\n browsers {\n brand: \"AppleWebKit\"\n version: \"605\"\n version: \"1\"\n }\n platform {\n brand: \"iPhone\"\n version: \"17\"\n version: \"4\"\n }\n mobile: true\n bitness: \"64\"\n model: \"iPhone\"\n source: USER_AGENT_STRING\n }\n [com.google.doubleclick.device] {\n atts: 2\n }\n}\nat: FIRST_PRICE\ntmax: 1000\ncur: \"USD\"\nbcat: \"IAB18-5\"\nbcat: \"IAB23-4\"\nbapp: \"359917414\"\nbapp: \"1446254576\"\nsource {\n schain {\n complete: true\n nodes {\n asi: \"testssp.com\"\n sid: \"pub-1111111111111111\"\n hp: true\n }\n ver: \"1.0\"\n }\n [com.google.doubleclick.source] {\n omidpn: \"Google\"\n omidpv: \"afma-sdk-i-v11.2.0\"\n schain {\n complete: 1\n nodes {\n asi: \"testssp.com\"\n sid: \"pub-1111111111111111\"\n hp: 1\n }\n ver: \"1.0\"\n }\n }\n}\n[com.google.doubleclick.bid_request] {\n google_query_id: \"ANy-z17251-40u3eXfXPL5j3MDPa7n6Ree92uf7354o71FP67Rk5i3G30Ez7p39Ze1722D8H\"\n fcap_scope: FREQUENCY_CAPPING_SCOPE_APP\n privacy_treatments {\n allow_user_data_collection: true\n }\n}\n```"]]
