Babar Khan Javed
Apr 6, 2018

Google's header bidding tool exits beta

After the likes of AppNexus and Criteo proved the commercial worth of header bidding, Google wants another slice of the publisher revenue pie.

Exchange bidding, Google's header bidding platform, has exited beta.

According to Google, publishers that use DoubleClick for Publishers DFP will be able to use the platform to increase overall revenue by allowing multiple exchanges to bid on a placement while generating reports on demand channels, yield groups, and advertisers on the basis of impressions.

A server to server connection will now allow users of Exchange Bidding to connect directly...

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