Open Bidding

What is Open Bidding?

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.

How does Open Bidding work?

1. With Open Bidding, each bidding interaction is handled by Ad Manager in what is called a “server-to-server” interaction. A user triggers an ad request and information about the user is sent to the Ad Manager ad server. 
2. A bid request is then sent to targeted yield partners and a virtual auction is carried out in real-time. 
3. Each yield partner returns their most competitive bid to Ad Manager where a unified auction then occurs and Ad Manager selects a winner.
4.  A creative is returned to the publisher and shown to the user.

How does Open Bidding compare to Header Bidding?

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.

Need help getting started with Open Bidding?

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.