• by Tobi Elkin  @tobielkin, April 13, 2016

Google took a step to open up its "walled garden" today, announcing that its First Look product will be available to all DoubleClick for Publishers clients globally.

It's also begun testing exchange bidding in Dynamic Allocation. The news was announced in a blog post penned by Jonathan Bellack, Director, Product Management. The move means that Google will allow the real-time bids of a publisher’s outside exchange partners to enter its Dynamic Allocation product.

Header bidding, which enables access and a view to all programmatic ad inventory for bidding, was a response to the fact Google only permitted its DoubleClick for Publishers ad exchange to compete for each impression.

"Our goal is to help publishers thrive and create sustainable businesses with advertising. With the transition to mobile, publishers only have a split second to deliver the most relevant and highest paying ads to maximize their overall yield.

Research shows that an extra 1 second of load time on mobile can result in 58% higher bounce rates. That’s why we’ve been working on two new features that use the power of real-time bidding and the efficiency of server-side connections to generate greater revenue for publishers without compromising user experience," Bellack wrote.

Real-Time Daily will have more on this story today.