Google plans to add hundreds of publishers and hundreds 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 inventory before eMarketer 's DoubleClick gets there first . Facebook recently voiced its support for header bidding, thereby putting pressure on Google and its DoubleClick ad service. Facebook is set to capture 39.1% , or $ 5.2bn of the US display ad market this year , compared to Google 's $ 16.3bn 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 inventory before Google's DoubleClick gets there first. Facebook recently voiced its support for header bidding, thereby putting pressure on Google and its DoubleClick 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.