header bidding

Programmatic auctions are creating so many carbon copies of themselves that it threatens to topple the entire structure of programmatic.

Here are the pros and cons of client-side and server-side header bidding, and some typical use cases for each.

Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?

The new version of header bidding software makes it easier to identify specific ad transactions, gives publishers more granular control over how they express user consent to downstream partners, and enables testing of Google’s Privacy Sandbox.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Ready, set … sue. On Tuesday, the antitrust division of the Department of Justice formally sued Google over its alleged (ahem) monopolization of the digital advertising market.

SSPs had traditionally been among the first in the ad tech ecosystem to build profitable businesses. But their future in the programmatic tech stack is uncertain because they’ve evolved from publisher-centric technologies to demand aggregation businesses, often competing with their biggest customers: buy-side platforms or DSPs.

My Code, a publisher network that specializes in multicultural media, manages display and video inventory across nearly 800 sites under its umbrella. Because of the complexity of programmatic sales across such a diverse portfolio of sites, including a mix of owned and third-party clients, My Code has relied on PubMatic’s OpenWrap unified bidding solution for the past two years.

As technology and industry self-regulation converge to make supply and demand path optimization more seamless and efficient, we need a better name to describe optimization across the advertising ecosystem, writes Stephen Johnston, CTO of PubWise. “I’d like to submit for your consideration a new term: advertising logistics.”

What happens when your main monetization partner starts flagging your content as spam? Freecycle turned to header bidding to reduce its reliance on Google AdSense, but the company’s one-person engineering team had trouble managing the header-bidding system and the constant stream of Prebid updates on top of web development duties. So, after a 70% drop in ad revenue, Freecycle handed its digital ad business over to PubWise’s managed service.