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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.