Sarah Sluis reports that Google is breaking down the walls on AdWords demand. Now, Google's large group of search ads buyers will be able to use other exchanges when they need
to find consumers for retargeting campaigns. Sluis reports the change was "buried in a
about mobile innovation Tuesday. The change makes Google far more open, benefiting buyers, itself and partner exchanges. Fewer walls in any marketplace usually mean it will run more
efficiently, said Michael Stoeckel, a publisher operations strategist with Prohaska Consulting."
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