As Google’s First Look solution becomes globally available to all DoubleClick for publishers (DFP) clients from this week, the future of header bidding within the programmatic ecosystem is looking increasingly uncertain. The first step in a new era of header bidding, which will be implemented by Google and other DFP partners over time, is an update to the current “Content-Type Header” (CTH) Google’s new pilot programme, connecting DFP and its Dynamic Allocation solution with the Rubicon Project’s Exchange API for testing exchange bidding, is also expected to present new opportunities for publishers to migrate from current waterfall-based ad tags that may have slowed webpage performance and inhibited customer experience, thereby potentially generating better yield.
As Google’s First Look solution becomes globally available to all DoubleClick for publishers (DFP) clients from this week, the future of header bidding within the programmatic ecosystem is looking increasingly uncertain. With the move to offer advertisers more insight into publishers’ available inventories before programmatic bids are made on ads, Google hopes First Look will improve on the header bidding process by reducing ad latency, enhancing buyer competition and allowing publishers to better manage demand. Google’s new pilot programme, connecting DFP and its Dynamic Allocation solution with the Rubicon Project’s Exchange API for testing exchange bidding, is also expected to present new opportunities for publishers to migrate from current waterfall-based ad tags that may have slowed webpage performance and inhibited customer experience, thereby potentially generating better yield.