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 publicly exited Open Bidding April 2025, citing GAM transparency concerns — a notable industry signal favoring Prebid + alternatives. Distinct from header bidding (client-side); Open Bidding is server-side via GAM.