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»dynamic allocation

Google Expands Third-Party DSP Access To Programmatic Guaranteed, Ramps Up Native Video

Google is sticking with the script of “openness” in its publisher roadmap, citing a flurry of product updates designed to maximize publisher revenue, access to inventory and the user experience on mobile. There is an uptick in publishers, including USA Today Network, The New York Times and Time Inc., that are structuring direct deals programmatically, Google… Continue reading »
by Kelly Liyakasa // November 14th, 2016 //
»
The End Of Header Bidding? Google Opens Up Dynamic Allocation To Outside Demand

In a major change to its Double Click for Publishers ad server, Google will bring in the real-time bids of a publisher’s outside exchange partners to its dynamic allocation product. The feature addresses a key problem that led to the rise of header bidding, essentially doing away with Google’s previous policy where it only allowed… Continue reading »
by Sarah Sluis // April 13th, 2016 //
»
The Rise Of ‘Header Bidding’ And The End Of The Publisher Waterfall

  The traditional publisher waterfall, where impressions are exposed to sales channels in descending order of the perceived value of each channel, has always stuck in the craw of yield-obsessed media sellers. At its worst, the model ignores pockets of high-value inventory and reduces competition, and thus artificially caps a publisher’s revenue. Publishers have by… Continue reading »
by Sarah Sluis // June 18th, 2015 //
»
 

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