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header bidding

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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8 Mammoth Takeaways From Programmania

“Digital Is Dead” read the first slide of Larry Allen’s keynote for Programmania on June 5, 2017. I don’t know if it elicited the gasps Larry was hoping for, but I could detect a certain sense of puzzlement flowing throughout the room of 200-plus programmatic specialists. Wait—isn’t this supposed to be…

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What Is Single-Request Architecture?

Single-request architecture is a setup where, in a header bidding framework, the bidder sends one call to the ad server for multiple ad slots, and the server returns bids for all of those ad slots at the same time. To explain why single-request might be advantageous to the publisher, and…

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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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The Duopoly Dominates, But For How Long?

The latest eMarketer estimates on US digital advertising are out and, yeah, there’s some stuff to grimace about. The infamous duopoly is expected to rake in more than 50% of US display spend (desktop and mobile) in 2017.According to eMarketer, Facebook will grab 39.1% of the display market in 2017,…

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