Google also said it is alpha testing an expansion of Exchange Bidding to new ad formats like video and buying methods like programmatic. It expects to release a beta version of those features in a few months.
Google also introduced reporting tools coupling DFP data with DoubleClick Ad Exchange (AdX) so “publishers can gain a comprehensive understanding of their entire ad stack performance,” Jonathan Bellack, Google director of product management for publisher ad platforms, told AdExchanger in an email.
Exchange Bidding is used by hundreds of publishers – though it’s only now becoming broadly available – and new SSP partners like TripleLift, Smaato and Aerserv bring the number of exchanges to 10.
Header-bidding adoption dislodged the Google ad exchange’s preferential placement atop DFP. But with Exchange Bidding, Google made its case to publishers as a potential replacement for or as a way to monitor header-bidding technology.
Exchange Bidding relies on server-to-server connections, which are faster than the page tags some header bidding solutions rely on, and lower latency improves ad viewability, and thus yield.
It’s also faster to install, with Exchange Bidding essentially a plug-and-play product compared to heavy development and collaboration required of publishers in header-bidding integrations.
Read More at The Original Article: adexchanger.com
