> For the complete documentation index, see [llms.txt](https://docs.exads.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exads.com/rtb/advertisers/advertising-demand.md).
# Integrating Advertising Demand
This step-by-step guide covers how to integrate advertising demand with a partner from another network.
## Step 1: Setting up an Account
Create an Advertiser account on your network. Enable RTB for this new account (in the Admin configuration).
## Step 2: Creating an Exchange Campaign
[Set up a campaign](/advertisers/campaigns/creating-a-campaign.md), making sure you set the campaign type as [**Exchange**](/advertisers/campaigns/creating-a-campaign/step-1-general.md#exchange).
After selecting the partner, there are a few options available for you to set:
On the "Select a Partner" dropdown menu, you can select from the exchange partners available to you:
* [OpenRTB v2.4](/rtb/advertisers/open-rtb/open-rtb-advertisers.md) and [OpenRTB v2.5](/rtb/advertisers/open-rtb/open-rtb-2p5-adv-request-generic.md): For partners that support OpenRTB integration.
* [EXADS RTB](/rtb/advertisers/exads-rtb/exads-rtb-advertisers.md): For partners that support EXADS RTB integration.
* **ExoClick**: a partner-named template for this frequently requested integration. Selecting the partner by name applies the correct OpenRTB configuration automatically. See [Ad Exchange Partners](/rtb/advertisers/ad-exchange-partners-advertisers.md) for the base template it uses.
* The specific [Ad Exchange Partner name](/rtb/advertisers/ad-exchange-partners-advertisers.md) if it has been configured on your network.
The dropdown is ordered alphabetically.
* **Throttle:** This is a % of traffic you want to send daily. Recommendation: set up 15-20 for a test and then you can increase gradually, the maximum being 100.
* **Automatic Throttle:** Keep this turned on to save server resources and costs. Automatic Throttle adjusts queries automatically, which means if the exchange partner is not responding to queries at specific geos, the system lowers the throttle automatically.
* **RTB Floor CPM:** Use the Floor CPM agreed with the exchange partner to ensure the bid is considered only if it meets or exceeds that amount.
* **RTB Bid adjustment:** The percentage adjustment that can be applied to a bid in order to address possible discrepancies.
On [Step 2](/advertisers/campaigns/creating-a-campaign/step-2-ads.md) of campaign creation, add the endpoint provided from your exchange partner.
On [Step 3](/advertisers/campaigns/creating-a-campaign/step-3-targeting.md), select the countries and targeting options agreed with your partner.
On [Step 4](/advertisers/campaigns/creating-a-campaign/step-4-pricing-and-limits.md), we recommend you start with a low budget to check for discrepancies. Once everything works well, you can increase or remove the budget.
Finally, on [Step 5](/advertisers/campaigns/creating-a-campaign/step-5-zones.md), you should select the sites / zones with the traffic agreed for the endpoint that was provided to you.
Once you activate the campaign, you can check Real Time Bidding stats that will help you to control and monitor the activity.
* **Average Bid:** The average amount registered for bids.
* **Average Time:** The average time registered for responding to a request.
* **Errors:** Requests that your exchange partner responds to incorrectly.
* **Errors Ratio:** The average percentage of errors registered.
* **No Bid:** Requests that your exchange partner decided not to bid on.
* **No Bid Ratio:** The average percentage of requested registered where no bid was done.
* **Queries:** Requests your platform is sending to your exchange partner.
* **Response Ratio:** The average percentage of responses registered.
* **Skipped:** The amount of requests skipped.
* **Skipped Ratio:** The average percentage of requests that were skipped.
* **Success:** Requests that your platform successfully sent to your exchange partner.
* **Timeouts:** Requests that your exchange partner was unable to respond within an acceptable timeout value.
* **Timeouts Ratio:** The average percentage of requests where a timeout was registered.
* **Win Ratio:** The average percentage of requests won.
* **Wins:** Requests that your exchange partner wins.
You should try to keep the Errors / Error ratio and Timeouts / Timeouts as low as possible to avoid significantly impacting the performance of your platform.
## Reducing measurement discrepancies
When integrating your demand with an EXADS powered RTB platform, how billable events are signalled affects how closely your counts align with the publisher's:
* **Include `burl` in your bid response** (alongside `nurl`) and fire it server-to-server when the impression (or click, in the case of CPC pricing models) becomes billable, so events are counted from the billable event rather than a client-side pixel. See [Billable Event Counting (BURL)](/rtb/publishers/billable-event-counting-burl.md).
* **Without `burl`,** EXADS publisher zones that use billable-event counting will record `Impressions = 0` for that demand, so providing it matters for accurate reconciliation.
* **Reconciliation is between adjacent nodes only** in a multi-hop supply chain, each pair of networks aligns independently; it doesn't carry across the whole chain.
* **The billable event follows the pricing model** an impression for CPM or a click for CPC, per the `btype` field.
* **Reconcile clicks like-for-like** (valid + invalid together), and expect display formats to reconcile most reliably on impressions, and click formats on clicks.
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