Last week, Google announced that Exchange Bidding, a real-time bidding solution that allows third-party exchanges to compete with DoubleClick Ad Exchange, is now available to all DoubleClick for Publishers (DFP) customers.
Exchange Bidding is Google’s response to header bidding, which some have suggested poses one of the greatest threats to the world’s most powerful digital advertising business.
Announced nearly a year ago, Exchange Bidding gives publishers the ability to allow third party exchanges and supply side platforms (SSPs) to submit real-time bids that are considered alongside bids from the publisher’s reservation campaigns and DoubleClick Ad Exchange.
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