Google rolls out its header bidding alternative with open beta of Exchange Bidding now live

Google is announcing the extended roll out of its counter to header bidding technology with the launch of the open beta of Exchange Bidding on DoubleClick for Publishers (DFP).
The online advertising giant claims Exchange Bidding, which has been in private beta for the last 12 months, provides publishers with monetization opportunities without compromising on the quality of the user experience – a criticism that has often been made of header bidding. 
The move was announced in a