“In the next 12 months we will either see Google make DFP truly exchange-agnostic or header bidding is going to be the default for programmatic until we see an ad server that integrates the benefits of open programmatic without requiring header bidding.”— Brian O'Kelley, quora.com
“Ad servers make optimal decisions at an impression level, which are suboptimal for overall revenue. How is this suboptimal for overall revenue? They routinely forego scarce, high-value RTB demand in favor of direct sold campaigns, which could have been served to the next visitor. For example, if two…”— Jordan Mitchell, adexchanger.com