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Two more DSPs remove Google open bids




The programmatic arms race with Google continues.

Two additional demand-side platforms (DSPs) have removed the supply of Google Open Bidding for advertisers.

Yahoo and Amobee followed The Trade Desk proceedings, which first launched a deprecation of Google Open Bidding from the platform in February.

So what exactly does this mean for advertisers? Let’s take a closer look at the motives and implications of these decisions.

Reasons to remove Google public bids

Some may immediately believe that removing public bids will have a direct impact on Google, but experts say it may not.

The DSP has multiple incentives to remove Google OpenBidding on the platform. These include, but are not limited to:

Google Open Bid, which provides redundant impressions, charges 5% for this service Google’s ongoing scrutiny from US and European regulatory agencies

In short, the motive here is money and reputation.

DSPs such as Yahoo and Amobee aim to reduce inefficiencies that reduce profitability.

In February, advertising technology company Jounce Media reported that nearly 13% of all programmatic bid requests were initiated by Open Bidding, Google Ads, and DV360 (Google’s platform).

The impact on this type of bid request is to duplicate bids.

What happens to duplicate bids? I think we all know the answer: higher cost for everyone.

On the topic of deduplication, Jounce Media founder Chris Kane said:

What this means for the industry

Three large DSPs have removed the supply of Google Open Bidding. This can be followed by other DSPs.

These moves also show that the tech industry is reducing its reliance on Google to generate revenue.

The programmatic ecosystem is growing. By eliminating one of the most prominent players in the purchase of advertising supplies, DSPs can spend more time and money optimizing their digital supply chain.

So what does this mean, especially for advertisers?

As DSPs diversify the available ad supply, ad visibility may increase in the future. The more stock you have, the more nets you can cast to send your message.

In addition, if Google Open Bidding is removed, your CPM or CPC may drop slightly. This means you’ll spend more on advertising and reach a larger target audience than ever before.


Google is a force to consider, but ad tech is coming to them with revenge.

Trade Desk, Yahoo, and Amobee initially removed Google Open Bidding from their offerings. Others will probably follow this trend.

With the decline in open bids, advertisers may see new additional inventory opportunities for programmatic advertising.

Featured Image: ASTA Concept / Shutterstock




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