5 Open Bidding

Описание: What is it?

OpenBidding is Google’s alternative to header bidding. With Open Bidding, publishers can invite demand partners/yield partners like ad networks and ad exchanges to bid for their ad inventory in real-time. Open Bidding in Ad Manager also provides simplified trafficking, reporting, and billing.

Publishers can choose to allow their ads to be displayed on Open Bids, allowing them to receive revenue from all of the ads shown on the platform. It allows publishers to integrate non-Google Demand Partners and reduces page load times. Header bidding runs on a user’s browser while Open Bidding runs on an ad server, making it easier for the user’s device to load the overall ad setup.

This means the page loads faster, resulting in better Core Web Vitals scores. However, Open Bidding also delivers a lower yield because cookie matching on this platform isn’t effective enough if you compare Ad RPMs to header bidding.

With Open Bidding, publishers can choose from multiple yield partners who bid for their inventory. As a result, they should see a higher ad-fill rate and eCPM than if they were using Google Ad Exchange alone.

Why is it important?

Publishers can create a GAM account and link it to their Google Ad Exchange (Adx) account. Once a publisher has linked their account, they can then accept bids from advertisers.
Advertisers can bid on keywords, locations, devices, and periods. GAM allocates demand partners into yield groups that compete against one another once a request is accepted by a demand partner.

The process starts with a user visiting a website. When they visit the site, a cookie is placed on their device. This cookie contains information about the user, including their location, age, gender, interests, and other demographic information. This information is passed to GAM through the Google Publisher Tag and Google AdMob SDKs. GAM translates the data into bid requests and sends them to the demand partners.