EBDA

Google’s FLEDGE proposal presents an opportunity for a more transparent bidding process. But there are concerns around whether FLEDGE will treat all supply-side platforms (SSPs) equally in programmatic auctions within Google’s marketplace, writes RTB House’s Lukasz Wlodarczyk. Remember Google’s secret Jedi Blue agreement with Meta (formerly known as Facebook)?

The “last-look” advantage Google’s ad server gave to Google’s ad exchange so bothered publishers and exchanges that it gave rise to header bidding. As of this week, that advantage is no more, AdExchanger has learned. Google just reworked its auction so it no longer favors itself in the allocation of bids. A support document this […]