Header bidding technology has greatly improved the online advertising world and continues to grow in popularity. Having significantly improved older processes, the benefits of header bidding are obvious. Not only does header bidding increase revenue by simplifying the...
Although programmatic selling was developed in response to a need for scale and price efficiency in an open marketplace. Over the next several years, private marketplaces became more common, where only those who received an invitation could complete transactions...
In April of 2016, Google turned the ad tech world on its head when it announced that it was in the process of testing a pilot program that would give all bidders equal footing in the competition for ad inventory on websites. Industry media erupted, proclaiming that...
In the early 2000’s, Supply Side Platforms (SSPs) came to the foreground. These SSPs helped publishers aggregate their ad network demand into one platform. In 2017, the rise of header bidding has left publishers with a highly advanced, yet familiar problem: how to...
Header bidding is a programmatic technique leveraged by publishers that offers inventory to multiple ad exchanges at the same time before making calls to their ad server. The technology unites all publishers’ header bidding demand sources into one unified auction....
