Why Google won’t kill off header bidding
Summary
Last April, Google sparked a wave of “header bidding is dead” headlines after it was revealed by AdExchanger that the company was developing a server-side product. Sources say they are closely monitoring Google’s next moves, but they are also skeptical of claims that the web giant’s upcoming product means the end of header bidding. Since April, the market became more competitive as several companies — including Amazon, AppNexus, bRealTime, Yieldbot and Index Exchange — put together their own server-side integrations. But despite the winner-takes-all narrative that reporters can slip into when writing about platforms, if browser-based header bidding is to die, its death may come at the hands of collaboration rather than monopolistic or oligopolistic dominance. “While [Google’s exchange bidding] might prompt a consolidation of the big header partners, I doubt it will mean the end of them,” Samuel said.
