Open Bidding

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.

Where they sit

Stack tier: Infrastructure & Data (B)

Ownership

Parent: Google Ad Manager

Competitors

Magnite

Prebid.js

PubMatic

Xandr

Index Exchange

OpenX

Sharethrough