Google´s answer to Header Bidding from AppNexus (Prebid) was released today for all publishers using DFP. Exchange Bidding allows multiple exchanges to compete with each other in a unified auction.
According to Google, Exchange Bidding "is now a significant revenue driver for hundreds of publishers who have grown their programmatic revenue by an average of double-digit percentage points."
Since today, Exchange Bidding is available with new features to all customers using DoubleClick for Publishers globally.
For DoubleClick for Publishers Small Business, Exchange Bidding is currently available in closed beta to invited publishers.
More formats and deals will become available on Exchange Bidding
Google said today that will expand more formats into Exchange Bidding, like video, and programmatic deals will also be made available. Both of these products are currently in closed alpha and will be released to beta in the upcoming months.
How Exchange Bidding works?
First an ad request is triggered and information is passed to the DFP ad server. Second, DFP runs a unified auction to determine the best yield. Third, DFP does four actions: selects the best trafficked line item to compete in the unified auction; DFP sends a bid request to targeted yield partners; Targeted yield partners run their own auction and returns their most competitive bid to DFP; DFP hosts a unified auction and selects a winner. Forth, a creative or mediation list is returned to the publisher.
At the moment, Yield Partners participating in the Exchange Bidding are Index Exchange, COMET; AerServ, MobFox, OpenX, RhythmOne, Rubicon Project, Smaato, and Sovrn.