The gist: Despite speculation, Google hasn’t “killed” header bidding — and the competition has only increased.
More information: “Last April, Google sparked a wave of ‘header bidding is dead’ headlines after it was revealed by AdExchanger that the company was developing a server-side product,” wrote Digiday. “But since then, the marketplace for server-side products has become more competitive and more publishers have continued to adopt header bidding.”
“Sources say they are closely monitoring Google’s next moves, but they are also skeptical of claims that the web giant’s upcoming product means the end of header bidding,” the article added.
“While sources agreed that Google’s exchange bidding could have a big impact on publishers, they emphasized that Google’s grip on the marketplace isn’t quite as tight now as it appeared in April,” Digiday added. “Since April, the market became more competitive as several companies — including Amazon, AppNexus, bRealTime, Yieldbot and Index Exchange — put together their own server-side integrations. With a competitive market, it’s unclear which solutions will obtain mass adoption.”