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Google Testing Exchange Bidding In Dynamic Allocation

Google has been allowing a few brands to run ads across other exchanges that compete with its own ad exchange, AdX, through its DoubleClick for Publishers platform. Business Insider reports the product is called EBDA (exchange bidding in Dynamic Allocation), which Google sees as a way to eliminate header bidding. Google initially said it would offer the product in the third quarter of 2016, but none of the sources BI spoke with said this is likely. Lara O'Reilly explains.

Read the whole story at Business Insider »

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