I’m not sure if this is the right place to ask this question, but I’ve seen some brilliant content here so I thought let’s just try.
We are a publishers and generate over 20 million ad impressions per month. We outsourced monetization but now we are considering to start monetize our own ad slots. We are considering to work with the Google Ad Manager (previous Doubleclick for Publishers) and are going to the process to get access to AdX. Now this is quite a new area for us and I do not understand the following.
From multiple sources, I understand that you cannot create a good header bidding setup with the Google Ad Manager. Why is this? If you would like to create a header-bidding setup with for instance AppNexus, Improvedigital and OpenX, why wouldn’t we give these parties a price priority line item? After which AdX could compete via dynamic allocation. What is the limitation here? Why should you use another header-bidding solution?