Open bidding is an innovative method of advertising, in which publishers contact demand partners for ad space. Publishers must use Google modules to use the open bidding method. There are several benefits of this method, including improved page load speed, Cookie matching, and Unified auction. Read on to learn more about these benefits. Open bidding enables advertisers to bid on ads on a website, thereby increasing the overall revenue. This method is widely used by publishers and ad networks, and many ad partners have implemented this process.

Cookie matching

The technology known as cookie matching enables advertisers to exchange user information across multiple platforms, enabling them to better target their audiences. Cookie matching involves two Ad Ops platforms mapping out unique IDs. When a user visits a particular ad, it sends requests to both platforms to create a unique user ID, which is then stored as a cookie. Cookie matching also helps advertisers track and target specific users, and can be used to determine which advertisements are most effective and which are not.

Unified auction

The benefits of open bidding in a unified auction go beyond maximizing ad revenue. A unified auction treats all demand sources as equals, including client-side mobile ad networks that support real-time bidding (RTB), server-side DSPs that manage brand campaigns, and direct sold buyers. As a result, unified auctions provide more ad revenue to publishers while ensuring transparency, efficiency, and fairness in the marketplace.

Improved page load speed

Open bidding requires improved page load speed to ensure the fastest user experience. Despite improvements in browser technologies, the problem still remains. Browsers such as Chrome have been slow to introduce new features involving header bidding. For instance, Chrome’s “Max Connections” setting limits the number of outgoing HTTP connections a page can accept. When this number reaches ten, Chrome will no longer spawn new http clients. This is a significant problem for publishers because their pages often contain hundreds of external resources. Moreover, header bidding JavaScript libraries must contact each of their bid partners in a sequential fashion and cannot use Chrome’s single-threaded JavaScript runtime engine.

Increased competition between third-party exchanges

Open bidding is one of the most popular methods for advertising on websites. Open bidding is a form of advertising where publishers can invite multiple third-party ad exchanges to compete against their inventory in real-time auctions. As long as there is a match, the bidding process will be transparent and free from bid discrepancies. This method is implemented through Google’s Ad Manager.


There are many benefits to open bidding, but what are the costs? Here are some of the biggest costs associated with open tendering. Using cost adjustment methodology, procurement managers can determine if the auction format is right for the project. These cost adjustments can be used to make better auction decisions, such as how to adjust the bids. Listed below are the top three benefits to open tendering. Let’s discuss each one in detail.

Damon Nelson
Damon Nelson

Entrepreneur, business consultant, software developer, and marketing professional. Many hats with one simple goal... help you make more money with simple automation, proven strategies, and a little common sense. Want to learn more? Check out what I've been reading lately.