Google counters header bidding with exchange bidding for Dynamic Allocation

The DoubleCllck logo Google is upping its pushback against header bidding. Today, the tech giant announced on its DoubleClick Publisher Blog that it is testing exchange bidding in Dynamic Allocation, and it is making First Look available to all of its clients: Exchange bidding in Dynamic Allocation will allow publishers to invite trusted third-party exchanges and SSPs to s ...Read the full article