‘Google counters header bidding with exchange bidding for Dynamic Allocation’ – Marketing Land

Barry Levine says, “Google is upping its pushback against header bidding.

Today, the tech giant announced on its DoubleClick Publisher Blog that it is testing exchange bidding in Dynamic Allocation, and it is making First Look available to all of its clients:

Exchange bidding in Dynamic Allocation will allow publishers to invite trusted third-party exchanges and SSPs to submit real-time prices using industry-standard RTB calls. These prices will be considered along with bids from the DoubleClick Ad Exchange and the publisher’s reservation campaigns to pick the highest-paying ad. Exchange bidding also empowers publishers with unified and accurate reporting on the revenue they are earning from each exchange/SSP. And just like First Look, exchange bidding works with no additional client-side code.
Google product manager Jonathan Bellack told me that opening up First Look was something his company “has been talking about for a while.” Offering exchange bidding through Dynamic Allocation, he said, came because publishers were asking about ways to improve “competition [while] protecting user experience.”

He has contended that the header bidding approach increases latency in page loading, something publishers — wary of giving users more reasons to employ ad-blockers”.

Google counters header bidding with exchange bidding for Dynamic Allocation

Marketing Land