Exchange Bidding is Google’s Server to Server bidding solution. Exchange bidding occurs entirely within Google Ad Manager, bringing additional bids into dynamic allocation. In fact when the product was first launched it was called EBDA, or Exchange Bidding in Dynamic Allocation.
Although Exchange Bidding was Google’s response to Header Bidding, it is often used to complement a Header Bidding set-up rather than as a replacement for it.
Google Exchange Bidding enables third party exchanges to submit bid into the dynamic allocation auction. Dynamic Allocation gives Google Ad Manager a “last look” at every ad request, giving it the opportunity to outbid the highest price available for every possible impression. When using Dynamic Allocation with Ad Exchange this gives Google a final chance to win an impression and the publisher a final chance to earn a little more for it.
Exchange Bidding allows third party exchanges to participate in Dynamic Allocation. More exchanges means more chance to match an impression to a higher paying advertiser and increase rates further.
There are some disadvantages to switching from Header Bidding to Exchange Bidding only. However, our recommended set-up is to use the two technologies in partnership. There is almost no drawback to adding Exchange Bidding into an existing set-up. Unlike Header Bidding, Exchange Bidding runs server to server. This means that it adds no additional load for the user and adding additional Exchanges to the auction does not slow the experience down for the user.
There are two ways to benefit from Exchange Bidding: Publishers paying for the Premium edition of Google Ad Manager now have Exchange Bidding enabled by default in their account. If they have existing relationships with participating exchanges then it is quick and simple to get those exchanges bidding in EB.
For publishers not working with Ad Manager premium and those who don’t have commercial relationships with multiple exchanges, OKO have a solution. We offer fully Managed Exchange Bidding as part of our Website Monetization service.
Exchange bidding increases revenue without harming user experience. Google Exchange bidding is just one of the benefits of working with OKO for your website monetization.