Header bidding - the cases both for and against - has turned out to be one of the key debates in the digital advertising industry in 2016, with key stakeholders in the business drawing lines in the ...

Despite its technical innovations, header bidding did not achieve its goal as a single solution that centralizes demand and promotes buyer competition. If header bidding exists as a solution outside ...

Panelists at the OMMA Programmatic Conference on Tuesday seemed to agree that header bidding, while complex, can be beneficial. On the panel entitled “Headers Up: How Does Header Bidding Change Both ...

Header bidding has become the de facto approach to programmatic ad auctions since it was introduced in 2014. When a user visits a webpage, header-bidding auctions occur in real time as a page loads, ...