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»exchange bidding in dynamic allocation

Google Removes Its 'Last-Look' Auction Advantage

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... Continue reading »
by Sarah Sluis // March 31st, 2017 //
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