Latency Restrictions and Peering

To help meet the latency restrictions of the RTB service, you should locate your servers close to the trading locations listed below. See the discussion on locating your bidders for more information.

The following table lists reference domains that can be used to assess latency and estimate the best locations for your server.

Trading locations

Trading Location

Reference Domain

North America (East Coast) (Northern Virginia, United States)

North America (West Coast) (San Francisco Bay Area, California, United States)

Europe (Amsterdam, Netherlands)

Asia Pacific (Hong Kong, China)

Bidder location

We do not guarantee that bid requests for a given user's impressions will always be sent through the same trading location. Therefore, to receive all impressions, you need to have servers reachable from all locations. If you only want a subset of impressions, it may be sufficient to run servers in a subset of locations. For example, most, but not all, North American traffic can be received by running servers reachable from the East and West coasts.

The deadline for a response to be received once a bid request is sent is 120ms as measured from the trading location. We require that 85 percent of responses be received within the 120ms deadline from the perspective of the trading location and will throttle bidders that cannot consistently achieve this. This deadline includes both the network time between the trading location and your bidder, and the time it takes your bidder to generate a response. We recommend targeting a total time well below 120ms in order to to leave a buffer for unexpected changes in network latency between your bidder and the trading location.


Google recommends that RTB buyers receiving a large volume of requests set up peering arrangements with us to reduce latency and latency volatility.

We peer with any network as long as they meet Google's technical requirements, like having a public ASN. See the technical requirements for more details. Note that the traffic requirement is waived for RTB clients. See Google's Peering Policy for additional information.

To initiate a peering arrangement please contact your technical account manager with the information requested at the above link and the list of Internet Exchanges at which you would like to peer.

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