By Sean Larkin

Publishers rejoice, Google is set to relinquish the so-called ‘last look’ its own DoubleClick AdExchange had on auctions that mean it was able to bid on every impression and consequently always outbid others.

The u-turn was revealed by Ad Exchanger, which posted a document that outlined the change for Google’s Exchange Bidding in Dynamic Allocation.

While the move is still in beta, the online giant’s director of product management Jonathan Bellack confirmed the overhaul to the trade publication. “We are collecting the price each exchange would pay, including AdX, and then putting it in a unified auction where the highest Read full story ›

Source: The Drum