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Quotes tagged ‘Header Bidding’

(4 total)

With header bidding, every impression is auctioned off to all demand partners simultaneously, before the publisher’s ad server is even called. Advertisers not only get to look at every single impression, which wasn’t possible before but also get the first look at every impression, which is like gett…

— Ratko Vidakovic, adprofs.co

With the weight of open market technology bearing down, it was only a matter of time before the publisher’s ad server was cracked open.

— Mark McEachran, venturebeat.com

Header bidding is designed to expose the clearing price of exchange and SSP auctions so that a publisher’s technology can make an informed decision about which ad to serve. These prices are pitted against each other as well as the publisher’s demand from their primary ad server (usually Doubleclick)…

— Mark McEachran, quora.com

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

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