Google rolls out its header bidding alternative with open beta of Exchange Bidding now live

The pilot for Exchange Bidding has been in place since 2016 with participants reporting high revenue gains

Google is announcing the extended roll out of its counter to header bidding technology with the launch of the open beta of Exchange Bidding on DoubleClick for Publishers (DFP).

The online advertising giant claims Exchange Bidding, which has been in private beta for the last 12 months, provides publishers with monetization opportunities without compromising on the quality of the user experience – a criticism that has often been made of header bidding.

The move was announced in a blog post attributed to Sam Cox, group product manager, DoubleClick Ad Exchange, who claims the advances in the technology mean that publishers can be up and running with the technology in under a day, and that those participating in the closed beta have see programmatic revenue increase by as much as 40%.

“When every millisecond counts, the fastest solutions yield the best results. Relying on client side connections over mobile networks to manage yield can result in annoyed users, lower viewability and lost opportunities. That’s why we challenged ourselves and worked hard to prioritize speed during the closed beta,” reads the post.

“While header bidding solutions add on average 500ms to 1,000ms of delay to ad delivery speed, Exchange Bidding adds only 60ms seconds of delay.”

The post also contains a testimony attributed to Scott Both, Hearst Digital Media, director of programmatic sales engineering, which reads: “Our goal is to move as much of our advertising code off our sites as possible. Less code loading on the client side is better. Exchange Bidding is great because it helps us move in that direction. It’s simple to setup and works with our existing DoubleClick tags.”

“Integrating and maintaining client side headers is a significant investment for any publisher," adds Nat Poulter, head of programmatic at MailOnline.

"Setting up server side bidding with Exchange Bidding was simple. It also helped us reduce a lot of the operational overheads associated with headers and it promises to reduce latencies and discrepancies whilst improving scalability”.

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Ronan Shields

I'm the digital editor at The Drum, and cover adtech and martech. Prefer news and analysis, over opinion pieces. Current fascination(s) are blockchain and media futures trading; also curious about transhumanism on a personal basis. NYC-based, but really London Irish.

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