The gist: Google has seen “strong growth” with its dynamic allocation exchange bidding.
More information: “Google is seeing strong growth in its dynamic allocation exchange bidding, countering the advantages gained by other exchanges via header bidding,” reported AdExchanger.
AdExchanger added: “Six months ago, Google reversed its DoubleClick for Publishers (DFP) policy when it opened the server up to third-party exchanges. Since then, it’s more than doubled the number of outside exchange partners, adding Smaato, Sovrn and Cox’s Gamut Media alongside pilot partners Rubicon Project and Index Exchange. The number of publishers participating in the exchange has quadrupled.”
“Google’s point of view casts shade on the client-side header bidding innovations that are good for yield but add latency to the site-rendering process, a common complaint with tag-heavy ad tech services,” AdExchanged noted.
“It’s going to matter to advertisers,” AdExchanger quoted Jonathan Bellack, Google’s director of product management, as saying. “Just consider the impact on viewability when you add (as much as two to five seconds).”