Pretargeting

  • Pretargeting 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.

  • The quota system manages callouts across four trading locations: North America (East Coast), North America (West Coast), Europe, and Asia Pacific.

  • Each 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.

  • The 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.

  • Quota 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.

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.