Not all new publisher technology trends cause the entire industry to take notice, but the introduction of header bidding, late in 2015, was important enough to get everyone’s attention. Header bidding allows a buyer to see every available impression immediately before it is served, providing a true first look at inventory, and thus delivering unprecedented control over what is being bought. Buyers saw the value almost immediately, and began to adopt it through their trading desks, using it on a remnant basis (RTB), spot basis (PMP) or Upfront basis (programmatic guaranteed or direct audience).
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.