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Guardian U.S. Tests Header Bidding To Maximize Ad Yield

  • The Drum, Thursday, March 31, 2016 8:52 AM
The Guardian U.S. is experimenting with header-bidding technology, as the publisher seeks to strike the right balance between increasing the number of bids on its advertising inventory without detracting from the user experience in a real-time bidding context, according to a report in The Drum. The Guardian confirmed it's testing several ad tech options, and working with a number of vendors including AppNexus and Rubicon Project.

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