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Basically their own version of header bidding that allows publishers to bring in programmatic bids
before sending an ad request to the ad server, in this case, Google’s DoubleClick for Publishers
(DFP). As mentioned previously, this will be a server-side implementation, which will
improve page-load time.
There’s no doubt that Google’s recent actions have had an impact on the industry, but until Google’s
DFP holds 100% market share (currently estimated to hold about 30%), there will always be room for
others to lead the way in header bidding innovations.
And as for client-side header bidding, there are a number of opportunities for improvement,
with resolving the latency issue being one of the main ones.