Google this month made available Onboard Online with Open Bidding for all publishers using Ad Exchange in Ad Manager.
Open Bidding in Google Ad Managers enables publishers to invite third-party demand partners, known as bidders, to compete for the inventory in a single auction with real-time, server-to-server bidding in dynamic allocation.
Open Bidding was originally available only in Ad Manager 360, but it was expanded for all publishers using Ad Exchange in Ad Manager.
The Onboard Online enables publishers to include new bidders (exchanges) once they are approved. Exchanges in Onboard Online are EMX, Facebook Ad Network, Fluct, Index Exchange, Magnite, Media.net, Pubmatic, OneTag, OpenX, Smaato, Smart Adserver, Sonobi, Sovrn, Unruly, and Yieldmo.
By opening the Onboard Online with Open Bidding for all publishers using Ad Exchange in Ad Manager, potentially more publishers will activate more bidders on their inventory.
Google clarifies that a publisher can connect with a bidder, in the traditional manner and when they onboard online, the publisher must have an established relationship and agreement with that bidder.