Google AdX: Video disruption looming?
In just a few days, Google's AdX will finally adopt the OpenRTB 2.6 standards. It could upend the biddable video marketplace. Or, the silence of the change could be deafening. Either outcome is worth your attention.
Why?
AdX is the largest exchange in the world. While other, smaller exchanges have been deploying these updates over the past year, Google has sat quietly on the sidelines, waiting for April Fool's Day 2024 to come along.
What's changed?
What the marketplace once hailed as premium video inventory is now under the microscope. Gone are the days when "instream video" was a catch-all term synonymous with quality. Now, if it doesn't mirror a "YouTube-like" experience—user-initiated playback, sound blaring from the get-go—it doesn't make the premium cut.
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