A Top The Trade Desk Exec Testifies That Header Bidding was Decimated at Google Trial

Different buy-side companies made comparable choices beneath the logic that purchasing by way of open bidding simply duplicates the advert stock that demand-side platforms already get from header bidding, ADWEEK reported in 2022. In keeping with these companies, Open Bidding will increase processing prices, and tacks on a price.

In response to Dederick’s testimony, Google’s counsel introduced up that inside Google adverts merchandise, header bidding impressions have risen.

Dederick stood by his assertion. Dederick additionally testified that The Commerce Desk will not be as aggressive as Google in show promoting due to Google’s market energy.

Dederick’s assertion conflicts with The Commerce Desk’s latest public statements that the corporate’s entry to open internet stock places it in a superior place to tech giants like Google. In Could, The Commerce Desk published a report rating the highest 500 publishers. “Shoppers now spend the vast majority of their time exterior these Huge Tech walled gardens—more and more preferring the most effective of the open web,” The Commerce Desk wrote within the report.

Google’s counsel referenced The Commerce Desk’s latest report in cross-examination, however the report wasn’t ready for use as proof as a result of it was launched too not too long ago to be included in the time-frame for proof for use.

Elsewhere, Jeff Inexperienced, The Commerce Desk CEO and a longtime Google critic, spoke at an advert business convention this week, saying that Google’s advert enterprise needs to be damaged up, Enterprise Insider reported.