Throughout our discussions with publishers about Google Ad Manager 360 (GAM360) within the last couple of months, we often find ourselves spending a large period of time deep diving into one attribute in particular on the stage, Exchange Bidding.
As one of nine Google Accredited Publishing Partners trusted to market GAM360, publishers of all sizes approach us seeking more information about the sell-side platform and its own distinctive features for handling inventory and increasing revenue.
Since exchange bidding is a new feature baked directly into the revamped GAM360 platform, publishers wish to expand their understanding of how much talked about feature and also to hear how exchange bidding increases their revenue.
Today, we’ll present four important features of exchange bidding which we highlight publishers so that you can also judge for yourself if Google Ad Manager 360 is the appropriate AdTech alternative for you.
A Simplified Selling Format
Published in 2018 by Google, Exchange Bidding is a brand new way of managing inventory programmatically within GAM360.
Formerly, yield partners were incorporated a publisher through header bidding could compete at a client-side auction with the winning bid delivered into DFP to compete with Google Ad Manager (PFKA AdX) and determine the winning bid.
On the other hand, with Exchange Bidding the contest happens server-side with all yield partners competing on an equal level with Google Ad Manager (PFKA AdX) to create the winning bid.
Exchange Bidding runs in GAM360 by using Google’s infrastructure. As a server-side solution, there’s absolutely not any requirement for extra scripts to embed on your website which makes it quicker and helps absorb less information compared to header bidding.
Publishers will automatically find a decrease in website load latency and an increase in ease of not having to include Header Bidding Wrappers directly on their page .
Increased Competition for Your Inventory
Exchange Bidding marks an end to the benefit Google once held at the Header Bidding version when it had the chance to bid after understanding the winning bid from the rest of the buyers that were competing through the header.
Now, Exchange Bidding gives a much simplified merged auction conducted on a more even playing field, with a publisher’s stock being bid on in a competitive setting for each belief, which as a consequence, significantly increases yield and revenue earned for stock when decreasing a publisher’s workload.
Within Exchange Bidding publishers are able to select from many different exchange partners that may compete alongside Google Ad Manager (PFKA AdX) to your stock. Only exchanges which have adopted ads.txt are permitted to participate to be able to stop ad fraud (domain ). Here are the exchange partners (as of Dec. 2018, though this list will grow).
Better Revenue Flow
Publishers see substantial (reportedly double-digit) earnings gains from allowing several exchanges to compete both in a unified auction where each advertiser bids, together with the bidding being visible to everybody, enabling the maximum bid to win.
The CPM price is determined by the price the buyer is prepared to pay and the amount of buyers you will find. The greater the demand, the higher the CPM.
Additionally, utilizing Exchange Bidding enables a publisher’s complete programmatic stream to happens within Google’s infrastructure, with Google tackling the auction, reporting, billing, and payments.
This holistic approach has been shown to be a significant financial and operational advantage to publishers since they won’t need to await payments from each of the demand partners each month.
Whereas before a publisher would have to wait or even chase for their monthly earnings, Google will now deliver in 1 payment all of the revenue generated through Exchange Bidding from all of the yield partners, managing collection in their side.
Our Experience and Knowledge
If you want to start using Google Ad Manager 360 using Exchange Bidding to make more revenue from each impression, we’re prepared to partner with you to help you to attain your financial targets.
For more than ten years, our unmatched publisher solutions optimize revenue through innovative proprietary optimization technologies, analysis management tools, and services.
We have extensive experience working with publishers to achieve optimal revenue results from primary and other indirect demand resources. As a certified reseller, we’ll supply you with quick and easy access to Google Ad Manager 360 and Exchange Bidding, accompanying you along the way in close partnership.