Google yesterday announced that is opening the auctions in AdMob (app environment) to more buyers, and is expanding Open Bidding to all app developers. Snap and InMobi will participate in the auctions as buyers.
Google is also changing the name Open Bidding into AdMob bidding.
According to Google, AdMob Open Bidding, now AdMob bidding, is a real-time auction that enables multiple demand sources to compete for every ad impression, ensuring publishers get the most value for your inventory.
Google says all publishers using AdMob can now have access to more than 200 real time bidders.