Implement Custom Bidding

Display & Video 360 API lets you fully manage custom bidding implementations. You can create custom bidding algorithms, upload and verify individual scripts, and assign a specific algorithm to a resource as its bidding strategy.

Beta: Rule-based custom bidding algorithms are only available to limited number of users.

This page describes how to create, update, and assign custom bidding algorithms with the Display & Video 360 API. Each section provides a code sample.

Create a Custom Bidding Algorithm

A CustomBiddingAlgorithm object represents an individual algorithm that you can assign to a line item for use in its bid strategy. This object has details on the algorithm, such as the customBiddingAlgorithmType and entityStatus, as well as the readinessState and suspensionState for each relevant advertiser's generated model. You can create CustomBiddingScript and CustomBiddingAlgorithmRules objects as child resources for the algorithm to use.

Note: This guide focuses on script- and rule-based custom bidding algorithms. Algorithms created in Ads Data Hub or through the Display & Video 360 UI Goal Builder tool can be retrieved and assigned, but not fully managed.

Here's an example of how to create a script-based custom bidding algorithm:

Java

// Create the custom bidding algorithm structure.
CustomBiddingAlgorithm customBiddingAlgorithm =
    new CustomBiddingAlgorithm()
        .setAdvertiserId(advertiser-id)
        .setDisplayName(display-name)
        .setEntityStatus("ENTITY_STATUS_ACTIVE")
        .setCustomBiddingAlgorithmType("SCRIPT_BASED");

// Configure the create request.
CustomBiddingAlgorithms.Create request =
    service.customBiddingAlgorithms().create(customBiddingAlgorithm);

// Create the custom bidding algorithm.
CustomBiddingAlgorithm response = request.execute();

// Display the new custom bidding algorithm name.
System.out.printf(
    "Custom bidding algorithm %s was created.%n",
    response.getName()
);

Python

# Create a custom bidding algorithm object.
custom_bidding_algorithm_obj = {
    'advertiserId': advertiser-id,
    'displayName': display-name,
    'entityStatus': 'ENTITY_STATUS_ACTIVE',
    'customBiddingAlgorithmType': 'SCRIPT_BASED'
}

# Create the custom bidding algorithm.
response = service.customBiddingAlgorithms().create(
    body=custom_bidding_algorithm_obj
).execute()

# Display the new custom bidding algorithm.
print(f'The following Custom Bidding Algorithm was created: {response}')

PHP

// Create a custom bidding algorithm object.
$customBiddingAlgorithm =
    new Google_Service_DisplayVideo_CustomBiddingAlgorithm();
$customBiddingAlgorithm->setAdvertiserId(advertiser-id);
$customBiddingAlgorithm->setDisplayName(display-name);
$customBiddingAlgorithm->setEntityStatus('ENTITY_STATUS_ACTIVE');
$customBiddingAlgorithm->setCustomBiddingAlgorithmType('SCRIPT_BASED');

// Create the custom bidding algorithm.
$result =
    $this->service->customBiddingAlgorithms->create($customBiddingAlgorithm);

// Display the new custom bidding algorithm name.
printf('Custom Bidding Algorithm %s was created.\n', $result['name']);

Manage algorithm access

Custom bidding algorithms can be owned by a partner or an advertiser. Algorithms owned by a partner can be accessed and modified by that partner and any child advertisers listed in the sharedAdvertiserIds field. Algorithms owned by an advertiser can be accessed and modified by that advertiser and its parent partner, but cannot be shared with other advertisers.

Note: When creating a custom bidding algorithm, you must have read/write access to the partner or advertiser which you assign as the owner.

If you're only using the algorithm for a single advertiser, assign the advertiser as the owner with the advertiserId field. Otherwise, assign the parent partner of the advertisers as the owner with the partnerId field, and give the advertisers access with the sharedAdvertiserIds field.

Upload algorithm logic

Depending on the type of your custom bidding algorithm, you next need to create either a script or a rules object where you can provide the logic for the algorithm to use.

Upload a script

Script-based custom bidding algorithms employ user-provided scripts to evaluate the worth of an impression. Samples of simple scripts and a list of advanced fields are available through the Display & Video 360 Help Center.

The following sections teach you how to add a new or updated script to a custom bidding algorithm.

Retrieve a script resource location

First, retrieve an available resource location under the custom bidding algorithm resource with the customBiddingAlgorithms.uploadScript method. This request returns a CustomBiddingScriptRef object with a resource name. You can upload your script file to the location dictated by the resource name. Then use the custom bidding script reference object to create your script resource.

Here's an example of how to retrieve an available resource location:

Java

// Retrieve a usable custom bidding script
// reference.
CustomBiddingScriptRef scriptRef =
    service
        .customBiddingAlgorithms()
        .uploadScript(custom-bidding-algorithm-id)
        .setAdvertiserId(advertiser-id)
        .execute();

// Display the custom bidding script reference resource path.
System.out.printf(
    "The script can be uploaded to the following resource path: %s%n",
    scriptRef.getResourceName()
);

Python

# Retrieve a usable custom bidding script reference
# object.
custom_bidding_script_ref = service.customBiddingAlgorithms().uploadScript(
    customBiddingAlgorithmId=custom-bidding-algorithm-id,
    advertiserId=advertiser-id
).execute()

# Display the new custom bidding script reference object.
print('The following custom bidding script reference object was retrieved:'
      f'{custom_bidding_script_ref}')

PHP

// Set parent advertiser ID of custom bidding
// algorithm in optional parameters array for request.
$optParams = array('advertiserId' => advertiser-id);

// Retrieve a usable custom bidding script reference.
$scriptRefResponse = $this->service->customBiddingAlgorithms->uploadScript(
    custom-bidding-algorithm-id,
    $optParams
);

// Display the new custom bidding script reference object.
printf(
    'The script can be uploaded to the following resource path: %s\n',
    $scriptRefResponse->getResourceName()
);

Upload a script file

After retrieving an available resource location, upload your script file to that location in the Display & Video 360 system with the media.upload method. This method supports a simple upload that requires the query parameter uploadType=media.

Warning: Custom bidding scripts have a maximum file size of 7MB.

Here's an example of how to upload a script file given a retrieved custom bidding script reference object:

Tip: If you are not using one of the three programming languages included in this guide, construct your media.upload request using the provided cURL command sample.

Java

// Create media object.
GoogleBytestreamMedia media = new GoogleBytestreamMedia();
media.setResourceName(resource-name);

// Create input stream for the script file.
InputStreamContent scriptFileStream =
    new InputStreamContent(
        null, new FileInputStream(script-path));

// Create media.upload request.
Media.Upload uploadRequest =
        service
            .media()
            .upload(
                resource-name,
                media,
                scriptFileStream);

// Retrieve uploader from the request and set it to us a simple
// upload request.
MediaHttpUploader uploader = uploadRequest.getMediaHttpUploader();
uploader.setDirectUploadEnabled(true);

// Execute the upload using an Upload URL with the destination resource
// name.
uploader
    .upload(
        new GenericUrl(
            "https://displayvideo.googleapis.com/upload/media/"
                + resource-name));

Python

# Create a media upload object.
media = MediaFileUpload(script-path)

# Create upload request.
upload_request = service.media().upload(
    resourceName=resource-name, media_body=media)

# Override response handler to expect null response.
upload_request.postproc = HttpRequest.null_postproc

# Upload script to resource location given in retrieved custom bidding
# script reference object.
upload_request.execute()

PHP

// Create a media object.
$mediaBody = new Google_Service_DisplayVideo_GoogleBytestreamMedia();
$mediaBody->setResourceName(resource-name);

// Set parameters for upload request.
$optParams = array(
    'data' => file_get_contents(script-path),
    'uploadType' => 'media',
    'resourceName' => resource-name
);

// Upload script file to given resource location.
$this->service->media->upload(
    resource-name,
    $mediaBody,
    $optParams
);

cURL

curl --request POST 'https://displayvideo.googleapis.com/upload/media/resource-name?uploadType=media' 
  -H 'authorization: Bearer access-token'
  -H 'Content-Type: text/plain'
  --data-binary @script-path

Create a script object

Once the script file is uploaded, create a custom bidding script resource with the customBiddingAlgorithms.scripts.create method. The CustomBiddingScript object passed in the request should only include the CustomBiddingScriptRef object as the assigned value of the script field. This associates the uploaded script file with the new script resource.

Warning: If your uploaded script file has a syntax error, your customBiddingAlgorithms.scripts.create request will fail and return details on the syntax error found. To upload a fixed script file, you must restart this process by retrieving a new script resource location.

Here's an example of how to create a script resource:

Java

// Create the custom bidding script structure.
CustomBiddingScript customBiddingScript =
    new CustomBiddingScript()
        .setScript(custom-bidding-script-ref);

// Create the custom bidding script.
CustomBiddingScript response =
    service
        .customBiddingAlgorithms()
        .scripts()
        .create(custom-bidding-algorithm-id, customBiddingScript)
        .setAdvertiserId(advertiser-id)
        .execute();

// Display the new script resource name
System.out.printf(
    "The following script was created: %s%n",
    response.getName());

Python

# Create a custom bidding script object.
script_obj = {
    'script': custom-bidding-script-ref
}

# Create the custom bidding script.
response = service.customBiddingAlgorithms().scripts().create(
    customBiddingAlgorithmId=custom-bidding-algorithm-id,
    advertiserId=advertiser-id,
    body=script_obj).execute()

# Display the new custom bidding script object.
print(f'The following custom bidding script was created: {response}')

PHP

// Create the custom bidding script object.
$customBiddingScript =
    new Google_Service_DisplayVideo_CustomBiddingScript();
$customBiddingScript->setScript(custom-bidding-script-ref);

// Set parameters for create script request.
$optParams = array(
    'advertiserId' => advertiser-id
);

// Create the custom bidding script.
$result = $this->service->customBiddingAlgorithms_scripts->create(
    custom-bidding-algorithm-id,
    $customBiddingScript,
    $optParams
);

// Display the new script resource name.
printf('The following script was created: %s.\n', $result->getName());

Once you create a custom bidding script resource, Display & Video 360 processes the script to make sure that it can be successfully used to score impressions. Retrieve the state of this processing through the script object's state field. Once the new script is accepted, the custom bidding algorithm begins using the script to score impression values. This happens immediately, so be sure that you want to update the algorithm before creating a new script resource.

Upload rules

Rules-based custom bidding algorithms employ logic provided in an AlgorithmRules object to evaluate the worth of an impression.

AlgorithmRules objects are uploaded in a JSON file and then associated with a custom bidding algorithm through a CustomBiddingAlgorithmRules object.

Retrieve a rules resource location

First, retrieve an available resource location under the custom bidding algorithm resource with the customBiddingAlgorithms.uploadRules method. This request returns a CustomBiddingAlgorithmsRulesRef object with a resource name. You can upload your rules file to the location dictated by the resource name. Then use the custom bidding algorithm rules reference object to create your rules resource.

Here's an example of how to retrieve an available resource location:

Java

// Create the custom bidding algorithm structure.
CustomBiddingAlgorithmRulesRef rulesRef =
    service
        .customBiddingAlgorithms()
        .uploadRules(custom-bidding-algorithm-id)
        .setAdvertiserId(advertiser-id)
        .execute();

System.out.printf(
    "The rules can be uploaded to the following resource path: %s%n",
    rulesRef.getResourceName()
);

Python

# Retrieve a usable custom bidding algorithm rules reference
# object.
custom_bidding_algorithm_rules_ref = service.customBiddingAlgorithms().uploadRules(
    customBiddingAlgorithmId=custom-bidding-algorithm-id,
    advertiserId=advertiser-id
).execute()

# Display the new custom bidding algorithm rules reference object.
print('The following custom bidding algorithm rules reference object was retrieved:'
      f' {custom_bidding_algorithm_rules_ref}')

PHP

// Set parent advertiser ID of custom bidding algorithm
// in optional parameters array for request.
$optParams = array('advertiserId' => advertiser-id);

// Retrieve a usable custom bidding algorithm rules reference.
$rulesRefResponse = $this->service->customBiddingAlgorithms->uploadRules(
    custom-bidding-algorithm-id,
    $optParams
);

// Display the new custom bidding algorithm rules reference object resource path.
printf(
    'The rules can be uploaded to the following resource path: %s\n',
    $rulesRefResponse->getResourceName()
);

Upload an AlgorithmRules file

After retrieving an available resource location, upload your rules file to that location in the Display & Video 360 system with the media.upload method. This method supports a simple upload that requires the query parameter uploadType=media.

Warning: Uploaded AlgorithmRules JSON files have a maximum file size of 7MB.

Here's an example of how to upload an AlgorithmRules file given a retrieved custom bidding algorithm rules reference object:

Tip: If you are not using one of the three programming languages included in this guide, construct your media.upload request using the provided cURL command sample.

Java

// Create media object.
GoogleBytestreamMedia media = new GoogleBytestreamMedia();
media.setResourceName(resource-name);

// Create input stream for the rules file.
InputStreamContent rulesFileStream =
    new InputStreamContent(
        null, new FileInputStream(rules-file-path));

// Create media.upload request.
 Media.Upload uploadRequest =
    service
        .media()
        .upload(
            resource-name,
            media,
            rulesFileStream);

// Retrieve uploader from the request and set it to us a simple
// upload request.
MediaHttpUploader uploader = uploadRequest.getMediaHttpUploader();
uploader.setDirectUploadEnabled(true);

// Execute the upload using an Upload URL with the destination resource
// name.
uploader
    .upload(
        new GenericUrl(
            "https://displayvideo.googleapis.com/upload/media/"
                + resource-name));

Python

# Create a media upload object.
media = MediaFileUpload(rules-file-path)

# Create upload request.
upload_request = service.media().upload(
    resourceName=resource-name, media_body=media)

# Override response handler to expect null response.
upload_request.postproc = HttpRequest.null_postproc

# Upload rules file to resource location given in retrieved custom bidding
# algorithm rules reference object.
upload_request.execute()

PHP

// Create a media object.
$mediaBody = new Google_Service_DisplayVideo_GoogleBytestreamMedia();
$mediaBody->setResourceName(resource-name);

// Set parameters for upload request.
$optParams = array(
    'data' => file_get_contents(rules-file-path),
    'uploadType' => 'media',
    'resourceName' => resource-name
);

// Upload rules file to given resource location.
$this->service->media->upload(
    resource-name,
    $mediaBody,
    $optParams
);

cURL

curl --request POST 'https://displayvideo.googleapis.com/upload/media/resource-name?uploadType=media' 
  -H 'authorization: Bearer access-token'
  -H 'Content-Type: text/plain'
  --data-binary @rules-file-path

Create a rules object

Once the AlgorithmRules JSON file is uploaded, create a custom bidding algorithm rules resource with the customBiddingAlgorithms.rules.create method. The CustomBiddingAlgorithmRules object passed in the request should only include the CustomBiddingAlgorithmRulesRef object as the assigned value of the rules field. This associates the uploaded AlgorithmRules JSON file with the new rules resource.

Here's an example of how to create a rules resource:

Java

// Create the custom bidding algorithm rules structure.
CustomBiddingAlgorithmRules customBiddingAlgorithmRules =
    new CustomBiddingAlgorithmRules()
        .setRules(custom-bidding-algorithm-rules-ref);

// Create the rules resource.
CustomBiddingAlgorithmRules response =
    service
        .customBiddingAlgorithms()
        .rules()
        .create(custom-bidding-algorithm-id, customBiddingAlgorithmRules)
        .setAdvertiserId(advertiser-id)
        .execute();

// Display the new rules resource name.
System.out.printf(
    "The following custom bidding algorithm rules object was created: %s%n",
    response.getName());

Python

# Create the custom bidding algorithm rules object.
rules_obj = {
    'rules': custom-bidding-algorithm-rules-ref
}

# Create the rules resource.
response = service.customBiddingAlgorithms().rules().create(
    customBiddingAlgorithmId=custom-bidding-algorithm-id,
    advertiserId=advertiser-id,
    body=rules_obj).execute()

# Display the new custom bidding algorithm rules object.
print(f'The following custom bidding algorithm rules resource was created: {response}')

PHP

// Create the custom bidding algorithm rules object.
$customBiddingAlgorithmRules =
    new Google_Service_DisplayVideo_CustomBiddingAlgorithmRules();
$customBiddingAlgorithmRules->setRules(custom-bidding-algorithm-rules-ref);

// Set parameters for create rules request.
$optParams = array(
    'advertiserId' => advertiser-id
);

// Create the custom bidding algorithm rules resource.
$result = $this->service->customBiddingAlgorithms_rules->create(
    custom-bidding-algorithm-id,
    $customBiddingAlgorithmRules,
    $optParams
);

// Display the new custom bidding algorithm rules resource name.
printf('The following rules resource was created: %s.\n', $result->getName());

Once you create a rules resource, Display & Video 360 processes the ruleset to make sure that it can be successfully used to score impressions. Retrieve the state of this processing through the rules object's state field. Once the new rules are accepted, the custom bidding algorithm begins using the rules to score impression values immediately.

If the rules are rejected, retrieve the reason for the rejection from the rules object's error. In the case of rejection, update your AlgorithmRules object to fix the error and repeat the upload process starting from retrieving the rules reference object.

Assign a Custom Bidding Algorithm

After you create a custom bidding algorithm, upload accepted logic, and meet the necessary requirements, you can assign your custom bidding algorithm to the bidding strategy of a line item or insertion order.

You can use custom bidding algorithms in maximize spend and performance goal bid strategies by assigning BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO and the custom bidding algorithm ID to the performanceGoalType and customBiddingAlgorithmId fields, respectively. Depending on the bid strategy, other bid parameters may be available or required.

Here's an example of how to update a line item to use a maximize spend bid strategy with a given custom bidding algorithm:

Java

// Create the line item structure.
LineItem lineItem = new LineItem();

// Create and set the bidding strategy structure.
BiddingStrategy biddingStrategy = new BiddingStrategy();
MaximizeSpendBidStrategy maxSpendBidStrategy =
    new MaximizeSpendBidStrategy()
        .setPerformanceGoalType(
            "BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO")
        .setCustomBiddingAlgorithmId(custom-bidding-algorithm-id);
biddingStrategy.setMaximizeSpendAutoBid(maxSpendBidStrategy);
lineItem.setBidStrategy(biddingStrategy);

// Configure the patch request and set update mask to only update
// the bid strategy.
LineItems.Patch request =
    service
        .advertisers()
        .lineItems()
        .patch(advertiser-id, line-item-id, lineItem)
        .setUpdateMask("bidStrategy");

// Update the line item.
LineItem response = request.execute();

// Display the custom bidding algorithm ID used in the new
// bid strategy.
System.out.printf(
    "LineItem %s now has a bid strategy utilizing custom "
        + "bidding algorithm %s%n",
    response.getName(),
    response
        .getBidStrategy()
        .getMaximizeSpendAutoBid()
        .getCustomBiddingAlgorithmId());

Python

# Create the new bid strategy object.
bidding_strategy = {
    'maximizeSpendAutoBid': {
        'performanceGoalType':
            'BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO',
        'customBiddingAlgorithmId': custom-bidding-algorithm-id
    }
}

# Create a line item object assigning the new bid strategy.
line_item_obj = {'bidStrategy': bidding_strategy}

# Update the line item with a new bid strategy.
response = service.advertisers().lineItems().patch(
    advertiserId=advertiser-id,
    lineItemId=line-item-id,
    updateMask='bidStrategy',
    body=line_item_obj).execute()

# Display the line item's new bid strategy
print(f'Line Item {response["name"]} is now using the following bid'
     f' strategy: {response["bidStrategy"]}.')

PHP

// Create the line item structure.
$lineItem = new Google_Service_DisplayVideo_LineItem();

// Create and set the bidding strategy structure.
$biddingStrategy =  new Google_Service_DisplayVideo_BiddingStrategy();
$maximizeSpendBidStrategy =
    new Google_Service_DisplayVideo_MaximizeSpendBidStrategy();
$maximizeSpendBidStrategy->setPerformanceGoalType(
    'BIDDING_STRATEGY_PERFORMANCE_GOAL_TYPE_CUSTOM_ALGO'
);
$maximizeSpendBidStrategy->setCustomBiddingAlgorithmId(
    custom-bidding-algorithm-id
);
$biddingStrategy->setMaximizeSpendAutoBid($maximizeSpendBidStrategy);
$lineItem->setBidStrategy($biddingStrategy);

// Set update mask.
$optParams = array('updateMask' => 'bidStrategy');

// Update the line item.
$result = $this->service->advertisers_lineItems->patch(
    advertiser-id,
    line-item-id,
    $lineItem,
    $optParams
);

// Display the custom bidding algorithm ID used in the new bid strategy.
printf(
    'Line Item %s now has a bid strategy utilizing custom bidding algorithm %s.\n',
    $result['name'],
    $result['bidStrategy']['maximizeSpendBidStrategy']['customBiddingAlgorithmId']
);