Google’s ad server would project what outside exchanges would bring in, and exchanges were not able to submit bids for each individual impression. As Google ’s First Look solution becomes globally available to all DoubleClick for Free ( DFP ) clients from this week , the future of header bidding within the programmatic ecosystem is becoming 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 benefit from current waterfall - based ad tags that may have slowed webpage performance and inhibited user experience , thereby potentially achieving better yield .
As Google ’s First Look solution becomes globally available to all DoubleClick for Free ( DFP ) clients from this week , the future of header bidding within the programmatic ecosystem is becoming 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 benefit from current waterfall - based ad tags that may have slowed webpage performance and inhibited user experience , thereby potentially achieving better yield .