Google this week announced that Facebook Audience Network, AppLovin, and Rubicon Project are joining the open bidding beta program, following the first participants: OpenX, Index Exchange, Smaato, Tapjoy, and AdColony.

Developers monetizing their apps with AdMob Open Bidding “are already seeing more ad revenue and less latency for their users,” wrote Vishal Kumar, Senior Product Manager, AdMob, at Google.

Publishers using AdMob Open Bidding have multiple demand partners bidding with app advertising on their ad inventory, in real time, driving higher CPM and more revenue.

“AdColony is excited to join forces with Google to move the app monetization ecosystem forward with Open Bidding. AdMob’s scale of advertiser demand and ease of integration provides a tremendous opportunity for app developers to drive more revenue and operational efficiency.”
David Pokress, EVP Publishing & Account Management at AdColony

Google says is continuing to add new features to Open Bidding based on feedback from our beta participants, including support for all ad formats like interstitial, rewarded, banner, which are all available today, and native, which will be added soon.

In addition to asking for more formats and advertising demand, developers participating in Google’s Open Bidding beta have asked Google for transparency into who is bidding on and buying their ad inventory. In response to that, Google just announced that will be adding a new auction report that allows developers to understand how their different advertising partners are performing. The Open Bidding Auction Reports will be available to beta participants early next year. Here a preview: