Leverage Google Open Bidding (formerly EBDA) for server-to-server real-time auctions that bring additional demand into your Google Ad Manager stack without client-side overhead.
Google Open Bidding (formerly Exchange Bidding Dynamic Allocation, or EBDA) is Google's server-side bidding solution that allows third-party exchanges and SSPs to compete in a unified auction alongside Google Ad Exchange demand — all within Google Ad Manager. Unlike client-side header bidding, Open Bidding happens server-to-server, eliminating page latency while maintaining competitive auction dynamics.
HBDR configures and manages your Open Bidding setup to complement your existing header bidding stack, creating a multi-layered auction strategy that maximizes competition and revenue. Our hybrid approach ensures you capture demand from partners that perform better in server-side environments while maintaining the transparency benefits of client-side Prebid.
Combine the best of server-side speed with the scale of Google's ecosystem.
All auction processing happens server-to-server within Google's infrastructure. No JavaScript, no browser processing, no impact on page load speed or Core Web Vitals scores.
Open Bidding participants compete directly against AdX demand in the same auction, ensuring the highest bid always wins. No more waterfall inefficiencies or last-look advantages.
Revenue from all Open Bidding partners is consolidated in your Google Ad Manager payment, reducing reconciliation complexity and providing a single, reliable payment stream.
We maximize Open Bidding performance through strategic partner selection and ongoing optimization.
We analyze your traffic profile to identify the ideal Open Bidding yield partners that complement your existing demand stack.
We configure Open Bidding to work seamlessly alongside Prebid.js, ensuring no demand cannibalization and optimal auction pressure.
Detailed reporting on Open Bidding contribution with win rate, CPM trends, and incremental revenue attribution versus other demand channels.
Continuous optimization of yield partner configurations, timeout settings, and floor prices specific to the Open Bidding auction environment.
Numbers that speak for themselves.