Writing in
AdExchanger, Tom Herman, CEO at DashBid, says header bidding is all anyone wants to talk about. "
However, the way header bidding is being implemented makes it just
waterfalling by a different name. Publishers must become more adept at using all the tools of inventory management and yield optimization to truly gain an advantage and make header bidding into a
positive development." He goes on: "In header bidding, publishers load code on the page before content is loaded and before the ad server is called. That gives a “first
look” at the available spot to preferred buyers before the spot is released to, in most cases, a direct sale, an RTB auction or a supply-side platform (SSP). And this is the
root of the problem." ..."Publishers are essentially loading a header-bidding RTB followed by another RTB or SSP. In other words, we’re back to the waterfall."Read the whole story at AdExchanger »
