If you have a Google Ad Manager account in good standing, and you meet Google’s criteria for entry, you could be invited to Google Ad Exchange (Google AdX).
Google Ad Manager is the most popular and dominant ad server used in header bidding. The technology is continuing to evolve which is why we’re seeing record-high adoption numbers.” said Snigel Managing Director, Peter Gallagher. Thanks to these improvements, header bidding can significantly increase ad revenue for publishers. “Header bidding gives publishers access to better integration with revenue partners and ad tech companies compared to the previous waterfall or daisy chain system. This header bidding case study shows how the process works. As a result, publishers are able to maximize ad revenue within this system. The highest bid is therefore easy to identify and select. When publishers switch to header bidding solutions, all advertisers are able to bid at the same time in a transparent, open auction. In addition, it took more time to pass the ad inventory to the exchanges one by one. Since advertisers couldn’t bid against each other simultaneously, the ad inventory was sold to the first advertiser with a bid that was higher than the publisher’s floor price. The waterfall process was not efficient because it often sold a publisher’s ad inventory for less than it was worth. The various ad exchanges and ad networks in the sequence were usually ranked according to which pays the most for ad inventory or ad size.Inventory that remains unsold is then passed to a second-ranked ad exchange or ad network.If the floor price is exceeded, the inventory is sold Available ad inventory is then passed to the website’s top-ranked ad exchange, such as the Google DoubleClick Ad Exchange (now Search Ads 360).Direct-sold ad inventory takes precedence over programmatically sold ad inventory.The website sends an ad request to the ad server.The publisher sets a floor price for their ad inventory.Publishers traditionally used the following waterfall process to sell advertising space (ad inventory):