As Google ’s First Look solution becomes globally available to all DoubleClick for publishers Dr. Neal Richter, CTO, Rubicon Project, that Google will connect DFP and its Dynamic Allocation solution with Rubicon Project’s Exchange API -- letting partners, media companies, proprietary ad-serving technologies and mobile app developers create an auction among all demand sources, according to Dr. Richter. ( First Look ) 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 DoubleClick will improve on the header bidding process by reducing ad latency, enhancing buyer competition and allowing publishers to better manage demand. the Rubicon Project’s Exchange API ’s new pilot programme, connecting DFP and its Dynamic Allocation solution with DoubleClick 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 ( First Look ) 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 DoubleClick will improve on the header bidding process by reducing ad latency, enhancing buyer competition and allowing publishers to better manage demand. the Rubicon Project’s Exchange API ’s new pilot programme, connecting DFP and its Dynamic Allocation solution with DoubleClick 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.