Abstract: Methods and apparatus are provided for portfolio and demand bucket management across multiple advertising exchanges. Bid requests (typically corresponding to one or more online advertising impressions) are received from a plurality of advertising exchanges. The bid requests are translated into a common format and compared to a predefined target audience specification for one or more advertising campaigns. If the translated bid request satisfies the predefined target audience specification, a bid is submitted for the online advertising impression. The predefined target audience specification is entered using a user interface and can be used for the plurality of advertising exchanges. The translation of the bid requests extracts one or more fields from the bid request and translating the extracted fields into the common format. The submitted bid comprises a dynamically determined bid price. One or more reports can optionally be generated for the plurality of advertising exchanges.