Google on Thursday said it has moved beyond a closed beta of its its entry into header bidding, adding more than 100 publishers to the program.
In March, rival Facebook said it would expand its header bidding effort via the Facebook Audience Network to include more publishers.
Google’s expansion means that buyers will be able to choose among seven third-party exchanges that will enable simultaneous competition for ad auctions against campaigns sold through the DoubleClick Ad Exchange .
Google’s DoubleClick prioritized speed during the closed beta test, with the company claiming that header bidding offers as much as 15 times faster bidding than is typically the case. Publishers that participated in the beta test have seen double-digit revenue increases in programmatic ad sales -- some as high as 40% revenue increases, according to Google.