An introduction to Open Bidding for Publishers
Open Bidding, formerly known as Exchange Bidding or Exchange Bidding Dynamic Allocation (EBDA), is Google’s server to server bidding solution. Open Bidding provides a means for multiple bidders to compete real-time for an impression through Google Ad Manager.
Open Bidding is seen by many as Google’s solution to the growing popularity of Header Bidding and it does fulfill much of the same function. But, unlike Header Bidding through solutions like Prebid, operates server-side rather than in the users browser client-side.
Through Open Bidding, publishers can invite third-party exchanges to bid alongside Google’s Ad Exchange in Dynamic Allocation for inventory in a single, unified auction. This increases demand sources and auction pressure for inventory within the ad server.
Open Bidding auctions occur in real-time on the server-side, which increases the competition without increasing page latency. Put simply, Open Bidding enables you to increase the revenue on your ad inventory without sacrificing the user experience.
Open Bidding and Header Bidding are similar solutions. They both allow multiple demand sources or exchanges to bid on an impression in a single auction. With Open Bidding, everything runs server-side which means no additional scripts to be downloaded which reduces latency and no development is required. Google handles reporting, billing and payments. Whilst Ad Manager’s Open Bidding is exclusive to those using Google Ad Exchange, anyone can download and use a Header Bidding wrapper. Out of both options, Header Bidding is generally seen as more transparent. However, Open Bidding offers more performance advantages, such as reduced latency.
Whether you are looking to access Open Bidding through a partner or have it running through your own accounts, OKO can help. As Google Certified Publishing Partners, we’re experts in Google Ad Manager, Ad Exchange and Open Bidding and we work with publishers around the world with their ad serving needs. Get in contact to see how we can help you.
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