Writing in
AdExchanger, Natrian Maxwell, director of demand services at OpenX, says that header bidding has been very popular with publishers. He says that prior to the introduction of
header bidding, "it was practically impossible for buyers to get 100% visibility into a publisher’s inventory. Premium inventory was reserved for direct-sold and private marketplace deals,
leaving less inventory available to be sold in the open auction. Header bidding has changed that. Buyers now have visibility into the entirety of a publisher’s inventory, and the ability to bid
on and win guaranteed placements." What he doesn't say is how Google's recent change to open DoubleClick for Publishers to outside exchanges may impact the header bidding business, or its testing of
real-time bidding.
Read the whole story at AdExchanger »
