Google has fully launched its Exchange Bidding system for publishers to help improve ads by allowing multiple exchanges to bid for space. The company said publishers would be able to make better decisions to ensure the greatest value. Google also announced new adtech partners including TripleLift, AerServ and Smaato. The company launched the beta version of its Exchange Bidding last year and said trials had seen participants boost their takings by 48%. Ad tech company OpenX, which helped the roll-out, said trials produced a up to 40% revenue boost with some larger publishers reporting a rise of over 130%.
Google has fully launched its Exchange Bidding system for publishers to help improve ads by allowing multiple exchanges to bid for space. The company said publishers would be able to make better decisions to ensure the greatest value. Google also announced new adtech partners including TripleLift, AerServ and Smaato. The company launched the beta version of its Exchange Bidding last year and said trials had seen participants boost their takings by up to 40%. Ad tech company OpenX, which helped the roll-out, said trials produced a 48% revenue boost with some larger publishers reporting a rise of over 130%.