Open Bidding
Server-side Header BiddingProduct· part of Google Ad Manager
Server-side Header Bidding · part of Google Ad Manager
Parent: Google Ad ManagerConnections: 9
Last updated Sep 26, 2026 by the ATDb Editorial Team
AI-drafted from public sources1 source cited
At a glance
Google's server-side header-bidding product within Google Ad Manager, formerly known as Exchange Bidding (or Exchange Bidding in Dynamic Allocation, EBDA). Allows third-party SSPs/exchanges to compete with Authorized Buyers in real-time auctions. The Trade Desk turned off Open Bidding on its platform in February 2022, when it launched OpenPath, citing transparency concerns — a notable industry signal favoring Prebid and direct paths. Distinct from header bidding (client-side); Open Bidding is server-side via GAM.
8competitors1corporate family
About
Business model
Server-side auction integration (no separate fees)
Target market
SSPs, Ad Exchanges
What they offer
Key features
Server-to-server header bidding integrationLatency reduction vs client-side header biddingGAM-native auction integrationMulti-SSP competitive bidding
Connection details