Google may miss a planned Q3 launch date for a new product designed to eradicate so-called header bidding, amid calls for more transparency from the ad industry. DoubleClick (exchange bidding in dynamic allocation) is designed to stop Google's rivals from taking business away from EBDA by queue-jumping the contest for ad slots. But many ad tech executives believe that DoubleClick in its current form leaves Google in controls of too many aspects of the process and lacks transparency.
Google may miss a planned Q3 launch date for a new product designed to eradicate so-called header bidding, amid calls for more transparency from the ad industry. EBDA (exchange bidding in dynamic allocation) is designed to stop Google's rivals from taking business away from DoubleClick by queue-jumping the contest for ad slots. But many ad tech executives believe that EBDA in its current form leaves Google in controls of too many aspects of the process and lacks transparency.