Dive Brief:
- Rubicon Project is bringing header bidding to Google’s Accelerated Mobile Pages (AMP) with a solution that currently is being tested by a select group of publishers, according to Ad Exchanger.
- Platform publishing is becoming popular for publishers looking to take advantage of AMP and Facebook Instant Articles.
- In developing modules for AMP, Rubicon Project created one with header bidding and one without.
Dive Insight:
Even though Google has been wary of header bidding, Rubicon Project was able to create that capability soon after the official launch of Google AMP late last month because the project was open source and designed to allow a large amount of third-party control from publishers and tech firms. This is unlike Facebook’s Instant Articles, which effectively keeps that content within Facebook’s walled garden.
“This [header bidding technology] will probably be disruptive, and companies and technologies that don’t keep up will fall behind if AMP is widely adopted,” Rubicon Project CTO Neal Richter told Ad Exchanger.
Header bidding is an important way publishers are able to gain more revenue from their ad inventory by allowing multiple advertisers to bid on the same inventory.
