Facebook Explores Header Bidding To Take On Google In Programmatic

Via Advertising Age

The gist: Facebook is exploring header bidding to challenge Google in programmatic ad sales.

More information: “A digital advertising battle royale is taking shape, as Facebook appears to be moving forward with plans to compete against Google for programmatic ad dollars that have historically been dominated by the search giant,” wrote Advertising Age.

“Facebook has a simple strategy: bring advertiser demand from the Facebook Audience Network to the world’s largest publishers by integrating itself within a header bidding wrapper, a fairly new technology that lets Google’s competitors cut to the front of the line and bid on ad inventory,” Advertising Age explained.

Advertising Age wrote that Facebook wants to “bring its demand to publishers while taking on Google at the same time” by “integrat[ing] its header bidding within” the wrappers of some of the leaders in header bidding tech space, including AOL, Index Exchange and AppNexus.

“And when Facebook integrates its header bidder within their wrappers, those publishers will have access to its Audience Network,” Advertising Age wrote.

Read it all here.

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