Okay, now that we've gone through waterfalls reset this we're going to talk about. So I see a lot of similarities over here with our demand partners, but some differences over here. So what I've done is instead of showing like a laptop and what you might do with consumer, I expanded on this a little bit and broken down the actual code that goes into each web page. So when a webpage is loaded, at the very top, you have what's called the header. The header includes information about the page that are important for search engines and for indexing because the title of the page or description keywords, what you expect to see below, then under the header is the bottom. Now, when a page is called, it loads the top bar, so it goes like that, which means this then this also means that we have our ad units here.
Purple, and they don't get called until the body of the page loads. So we walked through that whole process with the waterfall before. now in this situation, we have opened the third position. And they're saying, you know, if we get head of this waterfall, we could probably perform a lot better. So they created what essentially the first half and then grew from there. But what it did was it called Open x in the header bypassing the answer.
Now that is very quickly, we're talking about milliseconds, but they created the technology to do that. And then open x is called and said, Hey, I got it. I can fill an ad for $1 10. And that ad is sent back and delivered on page bypassing this answer Now for the publisher, this is great because you're getting a high bid every time for open access. Fantastic because now they're getting first look every single time they have the opportunity to bid every single time. For DFP, it's on great because they are losing out on potential bids and potential traffic that's running through their server.
Now, this process of calling, just open acts very quickly evolved into a process of calling everybody. So you can call it everybody at one time. Which means everyone returns a bit. So maybe $1 here, maybe 80 cents here, maybe 75 cents here and if x was involved, which usually maybe 10 sets so in this situation, everyone calls bid at the same time, the highest bid wins in this situation with open x $7 10. And they bid. Now the advantage here is you can see, open x still competes against everybody else, but they're winning the bid.
Whereas before, if it will be filled with $1 openness wouldn't even see that added pressure, which means they wouldn't have a chance to spend the money, which all demand partners want to do. So very advantageous for pretty much everyone. Except for DSP, and the fact that publishers are now getting the most amount of money for every one of their oppressions. And everybody's working a little bit harder because they're all competing against each other. And this entire transaction takes place in a matter of milliseconds. And it takes place on your device.
So this would be your computer. So this entire transaction takes place on your computer. This was designed for the desktop environment. And that works really, really well. So that's worked really, really well in that. But in the mobile environment, it is a little bit different.
And that is due to basically the technology involved in running an ad on mobile devices post to a desktop device. A quick break, reset this, talk a little bit about what you need to know for mobile specific