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Google counters header bidding with exchange bidding for Dynamic Allocation

Google gives a straight answer to the header bidding

Google has just announced on the new technology, the new “exchange bidding” technology will supposed to give an answer to the header bidding.

Google announcement (By Jonathan Bellack Director, Product Management):

“Today we’re announcing that First Look is available to all DoubleClick for Publishers clients globally and that we’ve begun testing exchange bidding in Dynamic Allocation.

Our goal is to help publishers thrive and create sustainable businesses with advertising. With the transition to mobile, publishers only have a split second to deliver the most relevant and highest paying ads to maximize their overall yield. Research shows that an extra 1 second of load time on mobile can result in 58% higher bounce rates. That’s why we’ve been working on two new features that use the power of real-time bidding and the efficiency of server-side connections to generate greater revenue for publishers without compromising user experience.”

We can look at the pros and cons at the header bidding solution:

Pros:

  • Higher yield
  • Pre-bid technology
  • Higher competition

Cons:

  • Loading time
  • Non Google demand
  • Latency (Even when you run sponsorship campaigns)
  • A lot of HTTP calls
  • A complicated set up

We prefer at Premium Monetization to wait for the exchange bidding solution, we think that the latency will take to much effect on the overall result therefore we can lower out bottom line results.

As Jonathan said, the exchange bidding will be live early next year (2017).

Enjoy the reading,

Team.

About Maor

2 comments

  1. Oz Bar Jerushalmi

    Google did it again. A smart move followed by a great knock-out to the header bidders.
    As described by the author, header bidding comes with major cons, not to mention the complexity of the implementation of it at the publisher assets.

    In the opposite Google is coming up with a server side conception that does not require a new set-up by the publisher, and can be set by couple of button clicks with the help of some monetization experts.

    Great article.

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