diff --git a/src/prebid.js b/src/prebid.js
index 7f1e5b32acb..fcec8e5ad83 100644
--- a/src/prebid.js
+++ b/src/prebid.js
@@ -25,7 +25,6 @@ var BID_WON = CONSTANTS.EVENTS.BID_WON;
 var BID_TIMEOUT = CONSTANTS.EVENTS.BID_TIMEOUT;
 
 var pb_bidsTimedOut = false;
-var pb_sendAllBids = false;
 var auctionRunning = false;
 var presetTargeting = [];
 
@@ -38,6 +37,7 @@ var eventValidators = {
 pbjs._bidsRequested = [];
 pbjs._bidsReceived = [];
 pbjs._adsReceived = [];
+pbjs._sendAllBids = false;
 
 //default timeout for all bids
 pbjs.bidderTimeout = pbjs.bidderTimeout || 2000;
@@ -177,7 +177,7 @@ function getWinningBidTargeting() {
 }
 
 function getDealTargeting() {
-  const dealTargeting = pbjs._bidsReceived.filter(bid => bid.dealId).map(bid => {
+  return pbjs._bidsReceived.filter(bid => bid.dealId).map(bid => {
     const dealKey = `hb_deal_${bid.bidderCode}`;
     return {
       [bid.adUnitCode]: CONSTANTS.TARGETING_KEYS.map(key => {
@@ -188,8 +188,29 @@ function getDealTargeting() {
       .concat({ [dealKey]: [bid.adserverTargeting[dealKey]] })
     };
   });
+}
 
-  return dealTargeting;
+/**
+ * Get custom targeting keys for bids that have `alwaysUseBid=true`.
+ */
+function getAlwaysUseBidTargeting() {
+  return pbjs._bidsReceived.map(bid => {
+    if (bid.alwaysUseBid) {
+      const standardKeys = CONSTANTS.TARGETING_KEYS;
+      return {
+        [bid.adUnitCode]: Object.keys(bid.adserverTargeting, key => key).map(key => {
+          // Get only the non-standard keys of the losing bids, since we
+          // don't want to override the standard keys of the winning bid.
+          if (standardKeys.indexOf(key) > -1) {
+            return;
+          }
+
+          return { [key.substring(0, 20)]: [bid.adserverTargeting[key]] };
+
+        }).filter(key => key) // remove empty elements
+      };
+    }
+  }).filter(bid => bid); // removes empty elements in array;
 }
 
 function getBidLandscapeTargeting() {
@@ -209,10 +230,12 @@ function getBidLandscapeTargeting() {
 }
 
 function getAllTargeting() {
-  let targeting = getWinningBidTargeting();
-  // deals are always attached to targeting
-  targeting = getDealTargeting().concat(targeting);
-  return targeting.concat(pb_sendAllBids ? getBidLandscapeTargeting() : []);
+  // Get targeting for the winning bid. Add targeting for any bids that have
+  // `alwaysUseBid=true`. If sending all bids is enabled, add targeting for losing bids.
+  return getDealTargeting()
+    .concat(getWinningBidTargeting())
+    .concat(getAlwaysUseBidTargeting())
+    .concat(pbjs._sendAllBids ? getBidLandscapeTargeting() : []);
 }
 
 //////////////////////////////////
@@ -240,7 +263,7 @@ pbjs.getAdserverTargetingForAdUnitCodeStr = function (adunitCode) {
 };
 
 /**
-* This function returns the query string targeting parameters available at this moment for a given ad unit. Note that some bidder's response may not have been received if you call this function too quickly after the requests are sent.
+ * This function returns the query string targeting parameters available at this moment for a given ad unit. Note that some bidder's response may not have been received if you call this function too quickly after the requests are sent.
  * @param adUnitCode {string} adUnitCode to get the bid responses for
  * @returns {object}  returnObj return bids
  */
@@ -423,7 +446,7 @@ pbjs.removeAdUnit = function (adUnitCode) {
   }
 };
 
-pbjs.clearAuction = function() {
+pbjs.clearAuction = function () {
   auctionRunning = false;
   utils.logMessage('Prebid auction cleared');
 };
@@ -676,7 +699,7 @@ pbjs.setPriceGranularity = function (granularity) {
 };
 
 pbjs.enableSendAllBids = function () {
-  pb_sendAllBids = true;
+  pbjs._sendAllBids = true;
 };
 
 processQue();
diff --git a/test/fixtures/fixtures.js b/test/fixtures/fixtures.js
index 3799eab7208..5b6c95b20a7 100644
--- a/test/fixtures/fixtures.js
+++ b/test/fixtures/fixtures.js
@@ -1053,6 +1053,7 @@ export function getAdUnits() {
   ]
 };
 
+// Ad server targeting when `pbjs.enableSendAllBids()` is called.
 export function getAdServerTargeting() {
   return {
     "/19968336/header-bid-tag-0": {
@@ -1103,3 +1104,176 @@ export function getAdServerTargeting() {
     }
   };
 }
+
+// Key/values used to set ad server targeting.
+export function getTargetingKeys() {
+  return [
+    [
+      "hb_bidder",
+      "appnexus"
+    ],
+    [
+      "hb_adid",
+      "233bcbee889d46d"
+    ],
+    [
+      "hb_pb",
+      "10.00"
+    ],
+    [
+      "hb_size",
+      "300x250"
+    ],
+    [
+      "foobar",
+      "300x250"
+    ],
+    [
+      "foobar",
+      "300x250"
+    ]
+  ];
+}
+
+// Key/values used to set ad server targeting when bid landscape 
+// targeting is on.
+export function getTargetingKeysBidLandscape() {
+  return [
+    [
+      "hb_bidder",
+      "appnexus"
+    ],
+    [
+      "hb_adid",
+      "233bcbee889d46d"
+    ],
+    [
+      "hb_pb",
+      "10.00"
+    ],
+    [
+      "hb_size",
+      "300x250"
+    ],
+    [
+      "foobar",
+      "300x250"
+    ],
+    [
+      "foobar",
+      "300x250"
+    ],
+    [
+      "hb_bidder_triplelift",
+      "triplelift"
+    ],
+    [
+      "hb_adid_triplelift",
+      "222bb26f9e8bd"
+    ],
+    [
+      "hb_pb_triplelift",
+      "10.00"
+    ],
+    [
+      "hb_size_triplelift",
+      "0x0"
+    ],
+    [
+      "hb_bidder_appnexus",
+      "appnexus"
+    ],
+    [
+      "hb_adid_appnexus",
+      "233bcbee889d46d"
+    ],
+    [
+      "hb_pb_appnexus",
+      "10.00"
+    ],
+    [
+      "hb_size_appnexus",
+      "300x250"
+    ],
+    [
+      "hb_bidder_pagescienc",
+      "pagescience"
+    ],
+    [
+      "hb_adid_pagescience",
+      "25bedd4813632d7"
+    ],
+    [
+      "hb_pb_pagescience",
+      "10.00"
+    ],
+    [
+      "hb_size_pagescience",
+      "300x250"
+    ],
+    [
+      "hb_bidder_brightcom",
+      "brightcom"
+    ],
+    [
+      "hb_adid_brightcom",
+      "26e0795ab963896"
+    ],
+    [
+      "hb_pb_brightcom",
+      "10.00"
+    ],
+    [
+      "hb_size_brightcom",
+      "300x250"
+    ],
+    [
+      "hb_bidder_brealtime",
+      "brealtime"
+    ],
+    [
+      "hb_adid_brealtime",
+      "275bd666f5a5a5d"
+    ],
+    [
+      "hb_pb_brealtime",
+      "10.00"
+    ],
+    [
+      "hb_size_brealtime",
+      "300x250"
+    ],
+    [
+      "hb_bidder_pubmatic",
+      "pubmatic"
+    ],
+    [
+      "hb_adid_pubmatic",
+      "28f4039c636b6a7"
+    ],
+    [
+      "hb_pb_pubmatic",
+      "10.00"
+    ],
+    [
+      "hb_size_pubmatic",
+      "300x250"
+    ],
+    [
+      "hb_bidder_rubicon",
+      "rubicon"
+    ],
+    [
+      "hb_adid_rubicon",
+      "29019e2ab586a5a"
+    ],
+    [
+      "hb_pb_rubicon",
+      "10.00"
+    ],
+    [
+      "hb_size_rubicon",
+      "300x600"
+    ]
+  ];
+}
diff --git a/test/spec/unit/pbjs_api_spec.js b/test/spec/unit/pbjs_api_spec.js
index 68ecc092200..816ea43924c 100644
--- a/test/spec/unit/pbjs_api_spec.js
+++ b/test/spec/unit/pbjs_api_spec.js
@@ -1,4 +1,10 @@
-import { getBidRequests, getBidResponses, getAdServerTargeting } from 'test/fixtures/fixtures';
+import {
+    getAdServerTargeting,
+    getBidRequests,
+    getBidResponses,
+    getTargetingKeys,
+    getTargetingKeysBidLandscape,
+} from 'test/fixtures/fixtures';
 
 var assert = require('chai').assert;
 
@@ -20,6 +26,7 @@ pbjs._bidsRequested = getBidRequests();
 pbjs._bidsReceived = getBidResponses();
 
 function resetAuction() {
+  pbjs._sendAllBids = false;
   pbjs.clearAuction();
   pbjs._bidsRequested = getBidRequests();
   pbjs._bidsReceived = getBidResponses();
@@ -110,12 +117,90 @@ describe('Unit: Prebid Module', function () {
   });
 
   describe('getAdServerTargeting', function () {
+
+    beforeEach(() => {
+      resetAuction();
+    });
+
+    afterEach(() => {
+      resetAuction();
+    });
+
     it('should return current targeting data for slots', function () {
+      pbjs.enableSendAllBids();
       const targeting = pbjs.getAdserverTargeting();
       const expected = getAdServerTargeting();
-      pbjs.enableSendAllBids();
       assert.deepEqual(targeting, expected, 'targeting ok');
     });
+
+    it('should return correct targeting with default settings', () => {
+      var targeting = pbjs.getAdserverTargeting();
+      var expected = {
+        "/19968336/header-bid-tag-0": {
+          "foobar": "300x250",
+          "hb_size": "300x250",
+          "hb_pb": "10.00",
+          "hb_adid": "233bcbee889d46d",
+          "hb_bidder": "appnexus"
+        },
+        "/19968336/header-bid-tag1": {
+          "foobar": "728x90",
+          "hb_size": "728x90",
+          "hb_pb": "10.00",
+          "hb_adid": "24bd938435ec3fc",
+          "hb_bidder": "appnexus"
+        }
+      };
+      assert.deepEqual(targeting, expected);
+    });
+
+    it('should return correct targeting with bid landscape targeting on', () => {
+      pbjs.enableSendAllBids();
+      var targeting = pbjs.getAdserverTargeting();
+      var expected = getAdServerTargeting();
+      assert.deepEqual(targeting, expected);
+    });
+
+    it("should include a losing bid's custom ad targeting key when the bid has `alwaysUseBid` set to `true`", () => {
+
+      // Let's make sure we're getting the expected losing bid.
+      assert.equal(pbjs._bidsReceived[0]['bidderCode'], 'triplelift');
+      assert.equal(pbjs._bidsReceived[0]['cpm'], 0.112256);
+
+      // Modify the losing bid to have `alwaysUseBid=true` and a custom `adserverTargeting` key.
+      pbjs._bidsReceived[0]['alwaysUseBid'] = true;
+      pbjs._bidsReceived[0]['adserverTargeting'] = {
+        'always_use_me': 'abc',
+      };
+
+      var targeting = pbjs.getAdserverTargeting();
+
+      // Ensure targeting for both ad placements includes the custom key. 
+      assert.equal(
+        targeting['/19968336/header-bid-tag-0'].hasOwnProperty('always_use_me'),
+        true
+      );
+
+      var expected = {
+        "/19968336/header-bid-tag-0": {
+          "foobar": "300x250",
+          "hb_size": "300x250",
+          "hb_pb": "10.00",
+          "hb_adid": "233bcbee889d46d",
+          "hb_bidder": "appnexus",
+          "always_use_me": "abc"
+        },
+        "/19968336/header-bid-tag1": {
+          "foobar": "728x90",
+          "hb_size": "728x90",
+          "hb_pb": "10.00",
+          "hb_adid": "24bd938435ec3fc",
+          "hb_bidder": "appnexus"
+        }
+      };
+
+      assert.deepEqual(targeting, expected);
+    });
   });
 
   describe('getBidResponses', function () {
@@ -147,8 +232,16 @@ describe('Unit: Prebid Module', function () {
 
   describe('setTargetingForGPTAsync', function () {
     let logErrorSpy;
-    beforeEach(() => logErrorSpy = sinon.spy(utils, 'logError'));
-    afterEach(() => utils.logError.restore());
+
+    beforeEach(() => {
+      logErrorSpy = sinon.spy(utils, 'logError');
+      resetAuction();
+    });
+
+    afterEach(() => {
+      utils.logError.restore();
+      resetAuction();
+    });
 
     it('should set targeting when passed an array of ad unit codes', function () {
       var slots = createSlotArray();
@@ -163,6 +256,9 @@ describe('Unit: Prebid Module', function () {
       window.googletag.pubads().setSlots(slots);
 
       pbjs.setTargetingForGPTAsync();
+
+      var expected = getTargetingKeys();
+      assert.deepEqual(slots[0].spySetTargeting.args, expected);
     });
 
     it('Calling enableSendAllBids should set targeting to include standard keys with bidder' +
@@ -172,6 +268,60 @@ describe('Unit: Prebid Module', function () {
 
       pbjs.enableSendAllBids();
       pbjs.setTargetingForGPTAsync();
+
+      var expected = getTargetingKeysBidLandscape();
+      assert.deepEqual(slots[0].spySetTargeting.args, expected);
+    });
+
+    it('should set targeting for bids with `alwaysUseBid=true`', function () {
+
+      // Make sure we're getting the expected losing bid.
+      assert.equal(pbjs._bidsReceived[0]['bidderCode'], 'triplelift');
+      assert.equal(pbjs._bidsReceived[0]['cpm'], 0.112256);
+
+      // Modify the losing bid to have `alwaysUseBid=true` and a custom `adserverTargeting` key.
+      pbjs._bidsReceived[0]['alwaysUseBid'] = true;
+      pbjs._bidsReceived[0]['adserverTargeting'] = {
+        'always_use_me': 'abc',
+      };
+
+      var slots = createSlotArray();
+      window.googletag.pubads().setSlots(slots);
+
+      pbjs.setTargetingForGPTAsync(config.adUnitCodes);
+
+      var expected = [
+        [
+          "hb_bidder",
+          "appnexus"
+        ],
+        [
+          "hb_adid",
+          "233bcbee889d46d"
+        ],
+        [
+          "hb_pb",
+          "10.00"
+        ],
+        [
+          "hb_size",
+          "300x250"
+        ],
+        [
+          "foobar",
+          "300x250"
+        ],
+        [
+          "always_use_me",
+          "abc"
+        ],
+        [
+          "foobar",
+          "300x250"
+        ]
+      ];
+
+      assert.deepEqual(slots[0].spySetTargeting.args, expected);
     });
 
     it('should log error when googletag is not defined on page', function () {