Glossary
What is Dynamic allocation?
Also called: DA
Dynamic allocation lets Google Ad Exchange compete in real time with Ad Manager line items, so each impression can go to the highest bidder.
हिंदी में पढ़ेंDynamic allocation is how Google Ad Manager lets Ad Exchange, and Open Bidding where enabled, compete with your own line items for each impression. AdX serves when it pays more than the line item it is up against; otherwise the line item serves.
Against guaranteed line items (Sponsorship and Standard), Ad Manager uses a temporary CPM, the opportunity cost of not serving the campaign, which it calculates automatically. If the campaign is on pace, a higher AdX bid can take the impression. If it falls behind, Ad Manager raises the temporary CPM so the campaign still delivers on time.
Against remnant line items at priority 12, it is price against price: AdX competes with the highest CPM among the remnant line items that have not reached their goal. If a remnant line item has a value CPM, that is used instead of its rate. House line items at priority 16 are not part of this contest.
Example
A Standard line item on pace gets a $4.00 temporary CPM and AdX bids $6.00, so AdX takes the impression. On a remnant slot, a $1.50 Price priority line item beats a $1.20 AdX bid.
Why it matters to publishers
Dynamic allocation can lift revenue without breaking guaranteed campaigns. Guaranteed line items on pace, with AdX winning some impressions, is the sign it is working.