Two More DSPs Remove Google Open Bidding

Two More DSPs Remove Google Open Bidding

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Google Open Bidding continues to fall out of favor with demand-side platforms (DSPs)

The programmatic arms race against Google continues. Two additional demand-side platforms (DSPs) have removed Google Open Bidding supply for advertisers.

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Yahoo and Amobee followed suit of The Trade Desk, the first to initiate the deprecation of Google Open Bidding from its platform in February.

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So, what exactly does this mean for advertisers? Let’s dive into the motivations and implications of these decisions.

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Why Remove Google Open Bidding?

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While some may be quick to believe that removing Open Bidding is a direct blow to Google, experts say that may not be the case.

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DSPs have multiple motivations to remove Google Open Bidding on their platform. These include (but are not limited to):

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– Google serving redundant impressions – Open Bidding charges a 5% fee for this service – Continued scrutiny of Google from the U.S. and European regulators