OKO Digital

The ad optimisation people

  • Home
  • Publisher Solutions
    • Website Monetization
    • Header Bidding
    • AdX – Google Ad Exchange
    • App Ad Monetization
    • WordPress Monetization
  • About us
    • OKO & the OKO team
    • Careers
  • Blog
    • Latest blog posts
    • Ad Blocking
    • Ad Exchange (AdX)
    • Ad Optimisation
    • Ad Performance & Page Speed
    • Ad Publishing Landscape
    • AdSense
    • DoubleClick For Publishers (DFP)
    • Exchange Bidding
    • Google Ad Manager
    • Google Certified Publishing Partners
    • Header Bidding
    • Privacy & GDPR
    • Program Policy
    • Open Bidding
    • Traffic
  • Contact

Google Exchange Bidding

Exchange Bidding via Dynamic Allocation ( EB / EBDA )

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.

How does Exchange Bidding make publishers more money?

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.

Are there drawbacks to Exchange Bidding?

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.

Can I get Exchange Bidding for my website?

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.

Increase your earnings with Exchange Bidding

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.

How we can help

Need Some Help?

SEE HOW WE CAN HELP

Running Amazon UAM together with Prebid and Exchange Bidding

How to get started and setup Exchange Bidding

What is Cookie Matching and why is it important to publishers?

What is Server to Server Bidding?

Exchange Bidding vs Header Bidding

Insticator

OKO Digital, The Cake Shed, Manor Farm, Manor Road, Hayling Island, Hampshire, PO11 0QW

Google Certified Publisher Partner Logo

OKO is a registered trademark and trading style of OKO Digital Limited. Registered in England company number 03867231. © OKO Digital Limited 1996-2018. All Rights Reserved.

  • Privacy Policy
  • Cookie Policy
Manage Cookie Consent
We use cookies to optimise our website and our service.
Functional Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
Manage options Manage services Manage vendors Read more about these purposes
View preferences
{title} {title} {title}