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Google Ramps Up Header Bidding Alternative as Pressure Mounts From Facebook

by  // March 27, 2017

Fresh on the heels of Facebook’s header bidding endorsement, Google is moving to add dozens of technology partners and hundreds of publishers to the open beta of its header bidding alternative, called exchange bidding dynamic allocation, or EBDA.

Google is expected to start the open beta by early May, according to insiders with direct knowledge of the program. The company declined to say more about the timing other than that the open beta will begin “in the coming months.”

Many in the ad tech industry feverishly support header bidding because it levels a playing field that’s long been dominated by Google. Header bidding lets pools of buyers place simultaneous bids on ad inventory before Google’s DoubleClick gets a shot.


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