Why Google Can’t (and Shouldn’t) Kill Header Bidding

The cat is out of the bag that Google created a new programmatic feature within Ad Exchange allowing for third party exchanges to pipe in dynamic CPMs. In other words, Google will soon be letting publishers allow select programmatic platforms to compete in real time for their unreserved inventory without fussing about in the header code. Previously, only AdX and its associated demand had this level of access at the server level. This move should help publishers alleviate some of the page load latency that header bidding creates. However, this “demand syndication,” which is the catchiest term I can think of to describe it, is hardly a header bidding killer.  And Google shouldn’t want it to kill header bidding anyway.