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EBDA

Client-Side vs. Server-Side? It’s a Draw

While it may come as no surprise that Google AdExchange generates the most programmatic revenue for U.S. publishers, when it comes to the battle between how much revenue is generated from client-side vs. server-side, we can pretty much call it even-Steven, according to a new report from Roxot called US…

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Death of DoubleClick, Birth of a Monster?

Cleaning out my apartment to prepare for a new family member, I came across an old, dusty travel mug that I don’t think had ever been used. (Travel mugs are useless for an espresso snob like moi.) Emblazoned on its side was a DoubleClick logo so old that I honestly…

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Best Of AdMonsters 2017

Throughout 2017, the discussion on the AdMonsters site, at our events and on our listserv has spun off in countless directions. A person has to wonder: Was there ever a time when it seemed the industry focused on one or two issues at a time, or do we just have…

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What Is EBDA?

Exchange Bidding in Dynamic Allocation is, in a nutshell, Google’s answer to header bidding. It’s a server-side solution where exchanges and SSPs can bid on publisher inventory along with Google’s AdX in a unified auction. Now, to understand why that matters, we’re going to have to walk back a few…

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What Is Server-to-Server?

Before we talk about server-to-server (or S2S, or server-side bidding, or whatever you want to call it), we have to talk about header bidding. Header bidding allows publishers to solicit bids on all their inventory from a select group of demand partners in a unified auction, just by putting the…

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Last Stand for Google’s “Last Look:” What’s Next?

In an end-of-week post, AdExchanger reported this afternoon that Google had abandoned its “last-look” practice in exchange bidding. The old Google last-look advantage allows AdX the chance to outbid whichever demand source would have otherwise won in a programmatic auction, prior to sending a request to Google’s ad server. Famously,…

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