Google is expanding its Exchange Bidding, the company has said. Last year, the company had opened a pilot program for select publishers and as per the new announcement, this program will now be extended to publishers using DoubleClick globally. Google claims that beta tests partners have seen great results during initial testing.
“Publishers in our closed beta have seen double-digit programmatic revenue lift on average, with some seeing programmatic lift as high as 40%. In addition to that, Exchange Bidding is up to 15x faster than client side or server side solutions in the market today. While header bidding solutions add on average 500ms to 1,000ms of delay to ad delivery speed, Exchange Bidding adds only 60ms seconds of delay,” wrote Sam Cox, Group Product Manager at DoubleClick Ad Exchange, in an official blog post.
Google says that one of the advantages of Exchange Bidding is that it reduces complexity of existing yield management setups as it is built into DoubleClick and works with the company’s existing ad tags. Hence, it requires no additional coding to a publisher’s site or app or additional line items cluttering up a publisher’s ad server and puts no additional burden on users.
“Today, more than 100 publishers can choose from seven trusted third party exchanges including our new partners, COMET, OpenX and Sovrn to compete equally in a unified auction against a publisher’s direct sold campaigns in DoubleClick for Publishers and bids from DoubleClick Ad Exchange. We look forward to working with our existing and new users to make Exchange Bidding the best solution for the industry,” wrote Cox.
Header bidding is an advanced programmatic technique that allows publishers to reach out to multiple advertisers simultaneously for the same inventory. Over the last few months, header bidding has been increasingly becoming a key focus area for both publishers and advertisers. Just this month, programmatic advertising platform, Criteo, launched Direct Bidder, a solution that it says leads to 20-40 per cent higher publisher revenue on average.
“Header bidding eliminates inventory getting pushed back and forth by a very large extent which is a practice that has proved to be wasteful and highly inefficient. There are other underlying benefits too. Publishers learn a lot about the amount of dollars their various partners are willing to pay for impressions. There is also a higher level of sophistication when it comes to tech integration between publishers, tech vendors and partners within the ecosystem as compared to what we currently see,” says Dharika Merchant, President at Andbeyond.media that launched a server to server header bidding solution in March this year.
Facebook also announced that it would also be increasing the scope of Facebook Audience Network to mobile publishers wanting to use header bidding this year. According to reports, Facebook is currently partnering with six ad tech firms and more is expected in the near future.