Google plans to add hundreds of publishers and dozens of technology partners to the open beta of its exchange bidding dynamic allocation product . The platform is an alternative to header bidding , a programmatic technique which lets buyers place simultaneous bids on ad space before Google 's bid gets there first . It gave header bidding more legitimacy and customers while also applying significant pressure to Google and its DoubleClick empire. Facebook recently voiced its support for exchange bidding , thereby putting pressure on Google and its display ad service . Facebook is set to capture 39.1 % , or $ 16.3bn of the US display ad market this year , compared to Google 's $ 5.2bn for 12.5 % market share , according to eMarketer .
Google plans to add hundreds of publishers and dozens of technology partners to the open beta of its exchange bidding dynamic allocation product . The platform is an alternative to header bidding , a programmatic technique which lets buyers place simultaneous bids on ad space before Google 's bid gets there first . Facebook recently voiced its support for exchange bidding , thereby putting pressure on Google and its display ad service . Facebook is set to capture 39.1 % , or $ 16.3bn of the US display ad market this year , compared to Google 's $ 5.2bn for 12.5 % market share , according to eMarketer .