As published on MediaPost here: https://www.mediapost.com/publications/article/314702/google-discloses-results-of-exchange-bidding-bo.html

Google goes public with its own Header Bidding Solution – claims to boost Publisher Yield >40%

Google went public with its own header bidding solution, ‘Exchange Bidding’ aka EBDA, discloses results of ‘Exchange Bidding,’ boosts Publisher Yield >40%!

In a sign of how much the emergence of header bidding has disrupted the digital audience exchange marketplace, Google last week went public with unusual candor about its own header bidding solution.

The initiative, dubbed “Exchange Bidding,” has been in beta since the fall of 2016. It has been working with a variety of ad exchanges and publishers to test a more transparent way of auctioning digital audience impressions to boost yield for publishers and effectiveness for advertisers. Google has not disclosed which publishers or exchanges it has beta testing with, other than OpenX, which released results of its performance to date in a joint analysis with Google. The top line is that the more than 200 publishers working with OpenX improved the yield on their programmatic ad sales by an average of 48%.

Image source: by Joe Mandese  @mp_joemandese, February 16, 2018 as published here.