header bidding auction

The Value of Exchange Bidding

Exchange bidding, also known as Exchange Bidding in Dynamic Allocation (EBDA), is a server-side unified auction where ad exchanges and SSPs compete with Google Ad Exchange to win impressions. Exchange bidding was Google’s response to header bidding and the need to reduce the complexity of header bidding.  Prior to switching to a first-price auction, Google Ad Exchange had the “last …

Sortable.com - waterfall vs. header bidding

What you need to know about header bidding

Header bidding is a programmatic advertising technique that allows publishers to offer their inventory to multiple ad exchanges simultaneously before sending requests to ad servers (ie. Google Ad Manager).  Header bidding evolved from waterfall bidding, which was a popular, but inefficient form of auctioning ad space. During a waterfall auction, publishers would offer their ad space from ad network to …

Feeling Blue? How Color Affects Your AdSense CTR

A common complaint from publishers is that they don’t get enough creative control over the programmatic ads that appear on their sites.  Customizing AdSense settings, however, is one area where publishers can exercise some control over how ads look.  Since AdSense allows publishers to customize the color settings for text ads (see guide at the end of this article), we …