Google introduced a new real-time bidding platform called Open Bidder at Google I/O. It’s currently in beta status, and requires users to apply for testing.

It’s described as a customizable toolkit for building real-time bidding applications, and combines Google Cloud Platform with DoubleClick’s real-time bidding.

Google’s Open Bidder Team says in a blog post, “Currently, companies interested in building their own real-time bidding technology face significant barriers to overcome, including: Development and maintenance of a scalable and secure infrastructure for their bidder; Development of a robust system to apply bidding logic to incoming bid requests; Development of a bidder with sufficient latency at scale to meet real-time bidding requirements.”

“Open Bidder removes these barriers by providing a customizable bidder toolkit with a reference implementation that developers can adapt to plug in their own bidding logic and data,” the team explains. “Additionally, we provide an administration console for managing bidder and load balancer instances within Google Compute Engine. With Open Bidder buyers can significantly lower the latency of their bidders by leveraging Google Compute Engine’s scale, speed, and proximity to DoubleClick Ad Exchange. Now buyers can focus on developing new and innovative bidding logic instead of worrying about the complexity of scaling to over 250,000 qps while responding in under 100ms.”

Google has been working on the project for over year, and has been testing it in the alpha phase, but it’s now it’s ready for beta. If you want in on it, you can apply here.

Documentation for Open Bidder is available here.