The world of digital advertising is vast and intricate. With Google traditionally leading the charge, publishers face a complex landscape filled with countless bidders and interactions, and it often feels like a battlefield where bidding wars essentially dictate the value of digital real estate.
However, while Google’s dominance is pronounced, it is not absolute. Across campaigns via Google Ad Manager (GAM) and programmatic channels, new and alternative advertising strategies are emerging as viable. To leverage them, publishers must understand the dynamics of the bidding landscape.
Amid ad exchange competition, publishers are diversifying
While Google remains a pivotal player, it faces increasing competition. Publishers need to gauge this evolving dynamic.