Exchange Bidding moves away from the typical code structure of ad serving and instead functions via a ‘server to server’ interaction. There are a few key steps involved: When a user visits a site and an ad request is triggered and is sent to DFP -DFP then runs a unified auction to determine the ad that will generate the best yield. -This involves DFP selecting the best line item to compete in the auction and then sending a bid request to particular eligible yield partners. DFP collects the highest big from each partner. -The winning creative (after dynamic allocation and the Exchange bidding auctions) is displayed on the publisher’s site. -The server-to-server basis for this product means that page-load latency is also reduced. -You can find a more detailed analysis on our presentation delivered at the Google Bootcamphere -The official release of this product is very exciting. Reach out to us if you’d like to avail of Exchange Bidding with Publift!