Ep 7: Open Bidding, Google’s server-side header bidding

Can other exchanges bid inside Ad Manager without Prebid?

Open Bidding is header bidding that runs on Google’s servers instead of your page.

In Ad Manager you build a yield group, say for your banner slots, and add exchanges as yield partners. When a request arrives, Ad Manager calls them server to server, all at once, and they bid in the same auction as AdX. No extra code on your page. Bids are compared net of Google’s fee. Say Exchange A bids two forty and nets two twenty. AdX nets two dollars. Exchange A wins. The trade off. Less page latency, but only partners Google has integrated, a fee on each win, and Google runs the auction.

Open your yield groups. An exchange in both Open Bidding and Prebid may be asking the same buyers twice.

Next, first price auctions and bid shading, why bids come in lower.