Facebook Seizes Header Bidding to Challenge Google in Programmatic Ad Sales
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A digital advertising battle royale is taking shape, as Facebook appears to be moving forward with plans to compete against Google for programmatic ad dollars that have historically been dominated by the search giant.
Facebook has a simple strategy: bring advertiser demand from the Facebook Audience Network to the world’s largest publishers by integrating itself within a header bidding wrapper, a fairly new technology that lets Google’s competitors cut to the front of the line and bid on ad inventory.
As it stands right now, Index Exchange and AppNexus are among the leaders in header bidding wrapper technology. AOL has a wrapper, too, but isn’t as far along as the other two exchanges. They are all working with the world’s biggest publishers. And when Facebook integrates its header bidder within their wrappers, those publishers will have access to its Audience Network.
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