Ads
    Overview
    Life of an Ad Request
    Versus
    Google Ads vs Google Marketing Platform vs Google Ad Manager vs AdSense vs AdMob
    Header Bidding vs Open Bidding
    Notes

Life of an Ad Request

Updated: 2022-02-01

TL;DR

Both are ad mediation techniques: requests are sent to several demand partners simultaneously.

Differences:

  • Header Bidding or Pre-bidding: NOT created by Google. A publisher runs an auction on its webpage/app before sending an ad request to Google Ad Manager. Client side (publishers place HTML or JavaScript code in the header of their site to run a real time pre-assessment).
  • Open Bidding: owned by Google, as an reaction to Header Bidding. Server-side (the auction will be happening inside GAM), unified auction; 3rd party ad exchanges compete with Google's AdX

Header Bidding

A programmatic advertising technique in which publishers bid on multiple advertising exchanges in real time. Publishers make 3rd party exchange compete with Google Ad Manager

  • AdX - GAM - header bidding
  • Exchange - header bidding

Open Bidding

Google’s “auction of auctions”

  • AdX - OB - GAM
  • AdX - OB - AdMob
  • AdX - Exchange - GAM
  • AdX - Exchange - AdMob