All Arise for Google's Exchange Bidding: Everything You Need to Know

After two years of vigorous tests, Google's in-house solution for header bidding– an alternative method of ad selling online –is becoming available to the public.

The Rise From Header Bidding to Google Exchange Bidding

Prior to the header bidding approach, Google had a 10-year reign as an unstoppable force in selling ads online. As a result, the company had first choice selection for the most profitable and intriguing ad inventory from anywhere on the world wide web, allowing it to resell with a higher price.

The enormous number of publishers that practiced using Google's Doubleclick for Publishers online service for ad selling put Google in place to win over any other company's best offer, sometimes by as little as just one penny. Google had cornered the online ad market.

In 2016, the favor shifted when the hack entitled header bidding was promoted through the entire web as something that can get around Google's position. The advantage to this approach is that it allows publishers to gather a group of bids from various partners at the same time, instead of being dedicated to just latch bids, like Doubleclick for Publishers for example.

Almost instantly, various publishers saw two-digit percent point gains of revenue before their very eyes, while also gaining additional control over customizing how their ad space was sold.

The higher rate of successful competition against big Google surged, so much so that the big names in the business, such as Amazon and Facebook, joined other competitors, thereby forcing Google to sit down and reevaluate how their business with publishers was being played out.

So presently, you could see Google's header bidding as their response, though they would disagree. Nonetheless, it’s revealing a gap after a time of being in development, and of course skepticism lies in the minds of critics and users alike.

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