Google plans to add hundreds of publishers and dozens of technology partners to the open beta of its exchange bidding dynamic allocation product. It gave header bidding more legitimacy and customers while also applying significant pressure to Google and its DoubleClick empire. 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. Publishers will be able to bid for up to 10 percent of each ad, with the option to buy more than one ad. 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 inventory before Google's DoubleClick gets there first. Publishers will be able to bid for up to 10 percent of each ad, with the option to buy more than one ad. 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.