Meredith, an Exchange Bidding beta partner, said it joined because its pages loaded faster and because it consolidated exchange reporting within Google, which reduced measurement discrepancies with advertisers, Chip Schenck, the media conglomerate’s VP of programmatic sales and strategy, told AdExchanger last year.
Is it open to demand-side partners?
But Michael Richardson, AppNexus’ senior director of product line management, said Exchange Bidding trades on the transparency offered by header-bidding integrations while keeping publishers “locked in the AdX black box.”
(AppNexus is a major provider of header-bidding technologies, as is Index Exchange).
As an SSP, for instance, AppNexus could join Google’s Exchange Bidding service, but it wouldn’t be able to bring in its own DSP demand “because that would cannibalize revenue from AdX,” Richardson said.
Google is opening the supply-side service to more demand sources, though slowly and only in closed alpha tests.
Publishers who would like to use Exchange Bidding can’t apply it in all circumstances because sometimes buyers have preferred or guaranteed rates on inventory, so on those occasions the publisher wants to ignore a higher bid.
Exchange Bidding technology partners like Index Exchange and Rubicon Project will test the product applications in PMP deals where the SSP sets up preferred auction deals with external demand sources on behalf of a DFP publisher, Bellack said.
Exchange Bidding also only applies to desktop, mobile web and in-app display ads, so it won’t work with publishers who rely on non-banner inventory.
But DFP plans to open a beta program for Exchange Bidding video ad campaigns in the coming months. The inclusion of native ad SSP TripleLift as an Exchange Bidding partner and a column labeled “Not yet supported” under “Native” on the Exchange Bidding support page also indicate the company’s intention to add more ad formats.