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December 31, 1969
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Ad Ops & Digital Publishing News - Sortable

Jul 24 2019

The Value of Exchange Bidding

Exchange bidding, also known as Exchange Bidding in Dynamic Allocation (EBDA), is a server-side unified auction where ad exchanges and SSPs compete with Google Ad Exchange to win impressions. Exchange bidding was Google’s response to header bidding and the need to reduce the complexity of header bidding. 

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