Google's own auction,
with our extra demand.
Open bidding (formerly EBDA) runs additional demand sources inside Google Ad Manager's own auction. Zero page weight, sub-100ms latency.
Server-side auction, inside GAM.
Runs inside GAM
Unlike header bidding (which happens on your page), open bidding runs inside Google Ad Manager's own auction. Zero JavaScript on your page.
Additional demand pool
Brings in our 20+ Adbris partner SSPs as 'Authorized Buyers' alongside Google's own ad exchange. They compete in the same auction.
Full reporting in GAM
Every bid (winning or losing) is logged in GAM's standard reports. No black-box latency — you can audit the auction.
Floor controls
Set per-format, per-country, per-source floors. Adbris tunes these continuously based on historical bid density.
What open bidding adds on top.
+12%
Avg CPM lift
On top of header bidding
0ms
Page-load cost
Server-side auction
100%
Reported in GAM
No black box
8+
EBDA partners
Live in our setup
What 'open bidding' actually means.
One auction, lots of bidders, all server-side. No JavaScript change on your end.
- 1
Ad request reaches GAM
User loads your page. Your ad slot fires a standard GAM ad request — exactly the same call you'd make without open bidding. Nothing changes on your side.
- 2
GAM auctions across all sources
GAM runs its dynamic allocation auction. AdSense, AdX, and every EBDA partner (Adbris brings 8+ SSPs into this pool) compete simultaneously. Direct deals and reserved campaigns still have priority based on yield rules.
- 3
Highest bid wins, renders
Winning bid serves. The whole auction completes in ~50-100ms on Google's servers. From your page's perspective the response is indistinguishable from a normal GAM call.
- 4
Bids reported in GAM
Every bid is logged in GAM's standard reporting. You can audit which demand source won how often, at what CPM, across which formats — and the headline numbers flow into your Adbris dashboard live, throughout the day.
How they compare side-by-side.
| Header bidding | Open bidding | |
|---|---|---|
| Where the auction runs | Your browser | Google's servers |
| Page-load cost | 100-300ms | 0ms |
| Demand source count | 20+ partners | 8+ partners |
| You can audit bids | Yes (browser console) | Yes (GAM reports) |
| Identity solutions | Yes (ID5, LiveRamp, UID2) | Limited (GAM's own) |
| Best for | Web sites | Apps + games + CTV |
Header bidding or open bidding — or both?
More demand, less code.
Open bidding is the lowest-effort yield boost in ad tech — assuming someone wires it up for you.