Analysis Google's own ad-blocking initiative was introduced yesterday via its Chrome browser. Ad folk mag The Drum calls it a “hatchet” for publishers. Online media trade site Digiday agrees, finding publishers glumly resigned to the move. We found broad agreement that it's going to be web content
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The initiative, dubbed “Exchange Bidding,” has been in beta since the fall of 2016, and it has been working with a variety of ad exchanges and publishers to test a more transparent way of auctioning digital audience impressions in a way that boosts yield for publishers and effectiveness for advertisers.
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