The End of Header Bidding?

Some may think so, because Google just announced that they’re supporting Open Dynamic Allocation, which we at AppNexus invented. Here’s my quote in the Business Insider article:

If Google has finally embraced open dynamic allocation, that’s a good thing for publishers, and we welcome them to the party. If they’re providing tools to help publishers see exactly what’s happening inside their auctions, all the better. If, on the other hand, this proves to be just another measure to create artificial advantages and disadvantages in the market, then it’s the same old game.

I’m skeptical that Google will really do it right, but even if they do, cookie matching and other reasons may mean header bidding still makes sense. Don’t sound the death knell quite yet…

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