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

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

Build your own seamless purchase experience at Commerceweek, February 28-29. Gain strategies for consumer retention with immersive touchpoints, AI innovation and storytelling. Register now at 35% off.

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.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in