Kyle Dozeman

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• The Next Evolution Of Header Bidding: The Biddable IO in Real-Time Daily on 02/10/2017
  

  The theory goes that header bidding provides buyers with the opportunity to buy 100% of a publisher's inventory. In practice, however, if buyers were to move their IO budget over to RTB (real-time bidding) today without pricing and technology changes, it would result in higher fees, uncertain fill rates, and lower priorities in the publisher's ad server. In order to avoid these challenges, buyers will need their partners to evolve their offerings to provide pricing models that mirror those of the traditional IO, auctions that handle bids with guarantees intelligently, and priority within the publisher's ad server-ultimately enabling what we like to call the "biddable IO."

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