Google announced the launch of Open Bidder for developers to build real-time bidding solutions. Currently in Beta status, the platform uses the Google Cloud Platform and DoubleClick’s real-time bidding protocol.

Over a year in the making, the Open Bidder Team wrote in a blog post that the platform removes development barriers for companies looking to build their own RTB technology.

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. 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.

Developers interested in joining the beta can apply here. As the application indicates, Google is encouraging developers and ad tech providers to apply and test innovative ideas on the platform during the Beta phase.