Google Expands Its Exchange Bidding Program to Include More Than 100 Publishers

It's moving beyond beta testing and adding OpenX as a partner

Last year, Google announced a new exchange bidding program for publishers.
Getty Images

Google is broadening its program for exchange bidding, moving beyond a closed beta that some publishers have been testing for months.

Today, Google announced its expanding its exchange bidding program for DoubleClick publishers and advertisers, which the company said has led to higher lift for advertisers, faster programmatic bidding and more revenue for publishers. The program was announced last year but has been in a closed beta test since then.

Header bidding, which lets publishers auction ads to many potential buyers at once before taking the highest price offered, is becoming an increasingly active area for publishers and advertisers. In March, Facebook announced the expansion of its own header bidding program beyond a select handful of publishers using the Facebook Audience Network. However, Google says exchange bidding is 15 times even faster.

Starting today, Google will let more than 100 publishers choose from among seven third-party exchanges that will allow for simultaneous competition for ad auctions against campaigns sold through DoubleClick. Along with OpenX, other third parties include COMET and Sovrn. Among the publishers testing Google’s exchange bidding are Heart and MailOnline, who say they’ve seen promising results.

“When every millisecond counts, the fastest solutions yield the best results,” Sam Cox, group product manager for DoubleClick Ad Exchange, wrote in a blog post today. “Relying on client side connections over mobile networks to manage yield can result in annoyed users, lower viewability and lost opportunities. That’s why we challenged ourselves and worked hard to prioritize speed during the closed Beta.”

According to Google, publishers testing the product in closed beta have seen double-digit revenue increase for programmatic ad sales, with some seeing as high as 40 percent programmatic revenue increases. The company said exchange bidding has helped drive ad delivery delays down to just 60 milliseconds.