Google exchange bidding

Three auction clearinghouses have come to dominate digital advertising: Prebid, Google open bidding (formerly known as exchange bidding) and Amazon Publisher Services’ Transparent Ad Marketplace (TAM). With the rise of header bidding, publishers needed a way to have multiple exchanges bid against each other in real time. Prebid launched in 2015 as an independent and […]

The Trade Desk and Google are locking horns on pending industry specifications designed to bring transparency to programmatic buying. Why? The Trade Desk, rather than Google, is the one throwing its weight around for a change. As one of the originators of the Open RTB SupplyChain object spec, The Trade Desk has been gunning to […]