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Google Speaks! Header Bidding, Its Shifting Stack And Whether It's A Walled Garden

Google addressed its move to open dynamic allocation within its ad server to outside exchanges during AdExchanger'sPROGRAMMATIC.IO event this week in San Francisco. Paul Muret, who replaced longtime Google vet Neal Mohan as VP of display and video ads last year, addressed the header-bidding move as well as other proverbial “elephants” in the room: “It’s very important that we can make the open web very healthy and sustainable with a vibrant publisher community,” Muret said. “We’re really looking at this from a user experience standpoint first, but also to help publishers monetize appropriately."

And here's what Muret had to say on being dubbed a "walled garden": I think we have a pretty good track record, and DoubleClick has been extremely open with data. We have good partnerships with all the exchanges, with DMPs [and through] our analytics APIs. We realize you’re likely to use multiple tools, [so we’re] interoperable. You can use DBM [DoubleClick Bid Manager] without buying our media. There are going to be times when we have to take user privacy into consideration, [so there are restrictions you see] around Google’s proprietary data. Our default operating mode is to be as open as we can and Accelerated Mobile Pages is an example where we’re making this fully open-source and available to all partners and clients. It takes extra work, but we thought it was worth it.”

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